ACME E-Commerce, a growing online retailer, embarked on an analytics journey to optimize its ad performance using AWS technologies. Initially, they used Amazon Redshift for analytics due to its ease of setup and scalability for BI workloads. However, as their ad platform scaled, the limitations of Redshift became apparent, such as resource-intensive maintenance and operational issues under heavy loads. To address these challenges, ACME transitioned to a serverless architecture using AWS services like Kinesis, Firehose, Glue, S3, and Athena, enabling them to handle large-scale data with low operator intervention and reduced costs. They utilized Pulumi to implement this architecture as code, simplifying infrastructure management and fostering automated and reproducible environments. This shift not only enhanced scalability and cost-efficiency but also laid the groundwork for future analytics initiatives by encapsulating best practices into a reusable library. Despite the advantages, the new architecture posed challenges, including managing processing time versus event time and optimizing file sizes for query performance.