Big Data Use Case – Ticketmaster: Using the Cloud Capitalizing on Performance, Analytics, and Data to Deliver Insights

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The insideBIGDATA technology use case guide – Ticketmaster: Using the Cloud Capitalizing on Performance, Analytics, and Data to Deliver Insights provides an in-depth look at a high-profile cloud migration use case. One of the most widely discussed topics in IT today is moving workloads to cloud. The process of deciding whether or when to migrate to the cloud can be daunting. Further, finding the right technology fit for your enterprise  objectives can be challenging with a cloud solution ecosystem filled with alternatives. To make the cloud adoption process more straightforward, this  white paper provided a number of areas for consideration when evaluating a cloud platform. We also focused on the experiences of a high-profile enterprise—Ticketmaster—during the company’s migration to the cloud. Finally, we offered a top-tier cloud solution—Teradata IntelliCloud—as an  excellent choice for transitioning from an on-premises system to one in the cloud.

Accelerating Demand for Cloud Services

Demand for enterprise cloud services is growing exponentially. A recent Teradata survey indicates that by 2020, 90% of their customers expect to  have a hybrid cloud environment—and more than 85% expect to buy data warehousing as a service. These market needs must be addressed with  simple, packaged solutions that combine leading data and analytic software as a service with unprecedented deployment choice and flexibility.  Ultimately, these solutions need to free enterprises to focus on how analytic insight can move the needle for their company.

According to Gartner, more and more enterprises are demanding that service offerings support hybrid scenarios that incorporate traditional on-premises technologies as well as new cloud technologies, and ultimately establish a hybrid IT environment [1] Enterprise solutions need to be designed to support this type of modern hybrid approach with comprehensive subscription services aligned to customer priorities. The solutions also  need to support the same enterprise use cases and workloads that are available with on-premises systems, though with the advantages of subscription pricing in a software-as-a-service (SaaS) model. Common use cases for companies running their analytic ecosystem in this fashion are:

  • Production
  • Test and development
  • Quality assurance

Hybrid cloud use cases for enterprises employing both cloud and on-premises systems include:

  • Cloud bursting
  • Cloud data labs
  • Cloud disaster recovery

For enterprises considering a cloud solution, the topics of security and compliance are essential for success. A viable solution should include rigorous third party audits of managed cloud offerings to demonstrate compliance with security regulations and industry best practices such as ISO 27001, SOC 1, SOC 2, PCI, and HIPAA.

The requisite solutions offer more choice, greater dexterity, and the ability for enterprises to increase their focus on extracting and applying analytic insights rather than on managing infrastructure. The objective is to increase business agility and boost focus on data-driven analytic insights that have meaningful business outcomes.

The goal of this whitepaper is to make the case for this enterprise-class cloud solution by examining a high-profile use case example describing how  Ticketmaster successfully migrated to the cloud through use of the Teradata IntelliCloud™ technology suite.

Ticketmaster Background and Cloud Migration Motivations

Founded in an Arizona State University college dorm room more than 40 years ago, Ticketmaster has grown into a global ticket retailer serving 19  countries. Ticketmaster sells hundreds of millions of tickets to every type of show and venue yearly. The company’s online properties get over a billion  unique visitors per year. The Ticketmaster e-commerce site is one of the top three in the world, while using analytics and data to always improve the  fan experience and fill venues for its parent company, Live Nation Entertainment.

We needed a platform that was fast, predictable, scalable, something we could grow with and something that would grow with us as we continue to  have additional data and demands placed on it,” said Shawn Moon, Director of Database Solutions, when describing the Ticketmaster journey with  Teradata in the cloud.

The chart below depicts the Ticketmaster data environment that existed during the cloud evaluation period. It’s apparent that the company had data  everywhere, from many different sources, on different platforms and with different schemas. There were silos of data with nothing truly shared, and  trying to create a cohesive report with data sources from different systems was very difficult. Teradata was chosen to build a large, robust data  warehouse to service all the company’s needs.

The Ticketmaster data chart was evidence that a solution was needed


Over the next few weeks we will explore these big data analytics in the cloud topics:

If you prefer, the complete insideBIGDATA technology use case guide – Ticketmaster: Using the Cloud Capitalizing on Performance, Analytics, and Data to Deliver Insights is available for download in PDF from the insideBIGDATA White Paper Library, courtesy of Teradata.

[1] “Build and Market Cloud-Based Offerings Primer for 2017” published Jan 24, 2017 by analysts Ed Anderson, Gregor Petri

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