4-page Case Study - Posted 2/25/2008
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Advertising Pioneer Charts Path to Increased Success with Powerful New Platform
Spot Runner creates new ways for businesses of all sizes to access high-quality creative and expert media-planning and buying services by automating many of the more inefficient aspects of the advertising process. But providing sophisticated products and services through its Web site placed new demands on the company’s IT infrastructure. Spot Runner wanted to improve system efficiency and build a more secure platform. Using Microsoft® Visual Studio® Team System, the Windows Server® 2008 operating system, and the Microsoft .NET Framework 3.5, the company optimized its system architecture and advanced the quality and speed of its development process. Now, Spot Runner gains from enhanced Web site performance and increased developer productivity, and expects further benefits from Microsoft SQL Server® 2008.
Situation
Spot Runner specializes in creating and delivering effective media solutions for a fraction of the cost of traditional advertising. Through its Web site, customers can launch highly targeted advertising campaigns and access sophisticated decision support in just a few clicks. By providing premium-quality, quick-to-market advertising at attractively low price points, Spot Runner has earned the business of thousands of small companies and major national brands.
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As we continue to grow, we have yet to find a design that we cannot implement with the technology and platform we get from Microsoft. |
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Marco DeMello, Vice President of Engineering, Spot Runner |
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Critical to the company’s success, Spot Runner uses Web technology to simplify the production and planning of advertising. One of the aspects that sets Spot Runner apart from a traditional ad agency is that the company’s customers complete the entire process online. Customers can browse a library filled with thousands of preproduced television commercials, select the one that best suits their goals, and initiate their media campaign—all without leaving the Spot Runner Web site. Through a series of menus, customers can personalize their ads to match their industry and market, effectively penetrating the particular vertical in which they compete. The Web site also lets users narrow their geographic reach to as little as a few square miles.
After meeting the needs of local independent businesses and franchise owners, the company soon caught the attention of large national brands. This tremendous success catapulted Spot Runner from startup company to industry leader in an incredibly short time frame. In fact, the company won the Web Marketing Association’s WebAward for “Best Advertising Website” in 2006 and 2007. “We’re excited that everybody from the smallest local customers to the largest of national brands has found a way to benefit from Spot Runner,” says David Waxman, Co-Founder of Spot Runner.
By providing a self-service media-planning tool on the Internet, Spot Runner has lowered the barrier for entry into television advertising and changed the way thousands of companies market their businesses.
As early as 2006, Spot Runner anticipated the need to streamline the company’s development process and build a more integrated and extensible system architecture to keep pace with the company’s growth rate.
To build on its success, Spot Runner aimed to strengthen its entire IT infrastructure with the ultimate goal of boosting the performance of its Web site—the engine that drives the company’s growth potential and success. The Spot Runner team targeted several areas for improvement, including making changes to the Web site quickly without the need for compiling code, improving the site’s search feature, and streamlining the way data is stored in the database.
Another goal in revamping its system was to transition to an enterprise-grade architecture with a middle tier that incorporates Web services.
| Programming language |
Microsoft ASP.NET |
| Development system |
- Microsoft Visual Studio Team System
- Microsoft Visual Studio Team System 2008 Team Foundation Server
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| Programming model |
- Microsoft .NET Framework 3.5
- Windows Communication Foundation
- Windows Workflow Foundation
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| Technologies |
- Windows Server 2008
- Internet Information Services 7.0
- Windows PowerShell
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The company also wanted to strengthen the rigor of its development and production processes to better align with its growth strategy.
“Our former system worked to get our product in front of customers. But to scale up for the future, we’ve made changes to our architecture, our workflows, and our database structure,” explains Marco DeMello, Vice President of Engineering at Spot Runner.
Solution
In late 2006, the company engaged with the Microsoft SoCal Developer and Platform Evangelism team to talk about the advantages of the Windows Server® 2008 operating system with Internet Information Services (IIS) 7.0 and the Windows PowerShell™ command-line interface, as well as the Microsoft® Visual Studio® Team System development system. The company also expressed interest in the Windows® Communication Foundation service-oriented programming model built on the Microsoft .NET Framework 3.5. Additionally, Spot Runner has evaluated Microsoft SQL Server® 2008 database software for managing its geospatial data. The company currently uses SQL Server 2008 for testing in an internal prototype environment.
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By moving to Windows Server 2008 with IIS 7.0, we’re able to much more carefully automate the configuration of the server so that we can increase the speed and improve the accuracy of our deployments. |
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Marco DeMello, Vice President of Engineering, Spot Runner |
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After evaluating potential performance gains, the company planned to implement the new platform and development system from Microsoft to reconfigure its system architecture and further automate its development life cycle.
In February 2007, Spot Runner completed its conversion from a two-tier to a three-tier service-oriented architecture. This new design has accelerated data transfer throughout the system, enabled the development team to make changes to the Web site
more quickly, and contributed to enhanced site performance. Throughout this project, the Spot Runner team has focused on streamlining its development process, improving developer productivity, and building a more secure and scalable platform that can accommodate future growth.
Building Better Architecture
Visual Studio Team System provides a programming model and infrastructure that lets developers create scalable and secure connected applications. Spot Runner developers used this technology to create flexible, hosted Web services that adapt quickly to changing business conditions. For example, as the company expands its product sets to include multimedia packages, the team can add service providers to meet the requirements of new media types.
The Microsoft .NET Framework 3.5
In the summer of 2006, the Spot Runner team upgraded from the Microsoft .NET Framework 3.0 to the Microsoft .NET Framework 3.5 managed code programming model. The team now takes advantage of its increased capability to create service-oriented applications based in Windows Communication Foundation—a development subsystem of the .NET Framework 3.5. Windows Communication Foundation is a unified programming model that lets developers quickly build secure and reliable transacted applications.
Spot Runner uses Windows Communication Foundation to build the applications hosted on the middle tier of its system architecture. These applications facilitate the rapid transfer of data throughout the system, enabling customers to access sophisticated market analysis data stored in the Spot Runner database in less time than was previously possible. Further, Windows Communication Foundation helps increase productivity by enabling programmers to focus less on service configuration.
“Windows Communication Foundation strengthens the resilience, security, and performance of our platform and allows us to add significant business value to our IT infrastructure,” says DeMello.
The company also takes advantage of the integration between Windows Communication Foundation and Windows Workflow Foundation, a new feature in the .NET Framework 3.5, to transfer event-driven data throughout its system. Windows Workflow Foundation provides the programming model, engine, and tools for creating workflow-enabled applications.
Increasing Automation
In concert with its effort to develop enterprise-grade architecture to support continued growth, Spot Runner focused on streamlining the complex system of workflows that drive its day-to-day business processes.
“We don’t like to do anything manually when it comes to moving data or deploying our production infrastructure. By moving to Windows Server 2008 with IIS 7.0, we’re able to much more carefully automate the configuration of the server so that we can increase the speed and improve the accuracy of our deployments,” says DeMello.
Windows Server 2008 and IIS 7.0
Windows Server 2008 provides a versatile and secure platform that makes managing and integrating technology infrastructure easier and less time intensive than what was possible with previous server technologies. The completely modular architecture and XML configuration of IIS 7.0 enhances this benefit, giving IT personnel greater flexibility and control. “We’re able to host all of our services in IIS 7.0, which dramatically simplifies our production configuration,” says DeMello. “And because IIS 7.0 is fully configured using XML files, server management and troubleshooting is much easier.”
Windows PowerShell
Spot Runner employs a sophisticated and rigorous development process that involves the use of virtualized servers. After code passes unit testing, it is deployed to a virtualized integration lab and then to a virtualized quality assurance lab for additional testing.
To maximize automation throughout this process, the Spot Runner team uses Windows PowerShell, a .NET Framework–based scripting language that provides efficient and secure server communication from the command line.
Spot Runner takes advantage of the tight integration between Windows PowerShell and the .NET Framework 3.5 to quickly create commandlets that perform complex tasks throughout the development process, leading to greater process control and improved developer productivity.
Improving Process Management
The team used Microsoft Visual Studio Team System 2008 Team Foundation Server to address the need for a more structured development environment. Visual Studio Team System 2008 Team Foundation Server gives developers the power to securely manage all project artifacts and source code in a single location—automatically capturing information to provide traceability between source code, builds, and work items. “We’ve completely changed our development process and methodology to focus heavily on testing and tracking,” explains DeMello. “Everything we use now—from the first requirement specifications, to the source code, to the bug-tracking system—is all managed in Team Foundation Server, which gives us more control and greater visibility into project status.”
Evaluating Database Options
Spot Runner upgraded from Microsoft SQL Server 2000 to Microsoft SQL Server 2005 to maximize the agility gained from moving to a three-tier, service-oriented architecture, realizing a 15 percent performance gain as a result. “SQL Server 2005 gives us the capability to move data faster and more securely across our system, which leads to a better customer experience on our Web site,” says DeMello. Spot Runner currently uses Microsoft SQL Server 2008 in its internal testing environment and plans on migrating its geospatial data to SQL Server 2008.
Benefits
Microsoft Visual Studio Team System and Windows Server 2008 provided Spot Runner with a powerful development system, programming model, and Web hosting platform to expand its system architecture, boost site performance, and ultimately enhance customer experience. Using innovative technologies from Microsoft, the Spot Runner team has improved the stability and performance of its technology infrastructure and gained better control of its development and production processes. These advances have helped Spot Runner maintain its competitive edge and better manage its transition from entry-level startup to market-leading enterprise. “As we continue to grow, we have yet to find a design that we cannot implement with the technology and platform we get from Microsoft,” enthuses DeMello.
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Everything we use now—from the first requirement specifications, to the source code, to the bug-tracking system—is all managed in Team Foundation Server, which gives us more control.... |
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Marco DeMello, Vice President of Engineering, Spot Runner |
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Enhanced Platform for Growth
Moving to a three-tier, service-oriented architecture has enabled the Spot Runner team to meet new growth opportunities. The team used Visual Studio Team System to quickly build a model of service providers to accelerate execution of client-side functions, such as creating new user accounts. By securing the business logic on the new middle tier and exposing it through customized Web services, Spot Runner has realized a dramatic performance increase across the entire system.
“This fundamental change to our architecture gave us a 20 percent performance increase almost instantly and set the stage for better stability and performance throughout our infrastructure,” says DeMello.
Adding to the benefit gained by the move to a more sophisticated, service-oriented architecture, Spot Runner has capitalized on the enhanced flexibility and security the .NET Framework 3.5 offers. By using Windows Communication Foundation to quickly build service-oriented applications, the company has dramatically reduced the amount of time it spends on devising and implementing platform infrastructure. Using Windows Communication Foundation also helps Spot Runner reduce the complexity of its infrastructure by eliminating the need for a lot of customized code.
“Windows Communication Foundation has helped us limit our investment in developing foundation technology, so our developers can work more productively on addressing business needs,” says DeMello. “This means that we focus more of our resources on our pursuing growth initiatives, like expanding the services offered to customers through our Web site.”
Improved System Stability and Performance
The Spot Runner team took advantage of the enhanced reliability and flexibility that Windows Server 2008 offers, notably IIS 7.0 and Windows PowerShell, to optimize the stability, speed, and security of its entire system. Using IIS 7.0, the team can quickly design, develop, and host Web applications and services so that the company can continue to add greater depth and functionality to its award-winning Web site. Further, Windows PowerShell gives the team command-line control to quickly and easily deploy fully automated code throughout the development and production life cycle. This lets Spot Runner pursue a highly aggressive development and release schedule that aligns with its business strategy.
“If it wasn’t for PowerShell, we wouldn’t have been able to accomplish the automation level that we have today, both in our development and production system,” explains DeMello.
Better Process Integration and Management
One of the team’s major goals was to introduce more structure into its development and production processes through increased tracking, testing, and information sharing. Visual Studio Team System 2008 Team Foundation Server has helped the Spot Runner team better manage every aspect of these processes, including requirements, source code, build schedules, and bug tracking. “Team Foundation Server has helped us save time and coordinate efforts among developers, software test engineers, and technical program managers more efficiently,” says DeMello.
Windows Server 2008, SQL Server 2008, and Visual Studio 2008
Windows Server 2008, SQL Server 2008, and Visual Studio 2008 provide a secure and trusted foundation for creating and running your most demanding applications. Combined, the products offer advanced security technology, developer support for the latest platforms, improved management and Web tools, flexible virtualization technology to optimize your infrastructure, and access to relevant information throughout your organization.
For More Information
For more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426-9400. In Canada, call the Microsoft Canada Information Centre at (877) 568-2495. Customers who are deaf or hard-of-hearing can reach Microsoft text telephone (TTY/TDD) services at (800) 892-5234 in the United States or (905) 568-9641 in Canada. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to:
http://www.microsoft.com/
For more information about Spot Runner products and services, call (888) 880-7768 or visit the Web site at: http://www.spotrunner.com/
This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
