Phase 1 of changes from feature/modules_integration

refactors project to include a standalone app
updates numerous parts of settings
The named url patterns below are pretty generic and will likely clash with other applications that might be deployed in the same project.  One suggestion I read about is to prefix the names with the app-name, so something like `abtesting-index` or even `ab-index` would work better here.  Doc reference is here: https://docs.djangoproject.com/en/dev/topics/http/urls/#naming-url-patterns