11 Informatica Data Virtualization The “Foundation” for AGILITY & PRODUCTIVITY Kerry Holton Informatica Senior Sales Engineer

11 Informatica Data Virtualization The Foundation for AGILITY & PRODUCTIVITY Kerry Holton Informatica Senior Sales Engineer

2 Informatica Corporation Confidential Do Not Distribute 2 H H Take some good notes ! A copy of Lean Integration. Tell me which box is the ONLY thing that data virtualization built on data federation does and why??? Answer questions along the way Lets Win Something!!!

3 Informatica Corporation Confidential Do Not Distribute 3 Sign-Up Expert Roundtables Data Virtualization Corner http://vip.informatica.com/?elqPURLPage=8668 Sign-Up Expert Roundtables Data Virtualization Corner http://vip.informatica.com/?elqPURLPage=8668 To Learn More JOIN & DISCUSS 2000+ Strong Data Virtualization & Data Services Architecture Group Informatica.com > Products > PowerCenter > Data Virtualization Edition Informatica.com > Products > Data Virtualization

4 Informatica Corporation Confidential Do Not Distribute 4 Agenda 2012 The Year of BI Agility Data Virtualization Overview, Problem & Need Key Use Cases Customer Examples Data Virtualization in Action Why Informatica? Next Steps & Q&A

5 Informatica Corporation Confidential Do Not Distribute 5 ICC Director (VP of IM) to Dave Lyle (VP Product Strategy), end of Q3, 2009 getting the data out! Im writing you a million dollar check, but youre not solving my big problem. My big problem isnt getting the data into the data warehouse. My big problem is

6 Informatica Corporation Confidential Do Not Distribute 6 2012 Our world will be turned upside down BI will be the top priority for the CIO, in 2012! Demands by users of business intelligence (BI) applications to "just get it done" are turning typical BI relationships, such as business/IT alignment and the roles that traditional and next- generation BI technologies play, upside down. As business users demand more control over BI applications, IT is losing its once-exclusive control over BI platforms, tools, and applications. Boris Evelson, Forrester Research, Blog - Top 10 BI Predictions for 2012 Business / BI IT Have any of you had this discussion ? Need for a new BI infrastructure Replacing spreadsheets Faster data access & reporting Have any of you had this discussion ? Need for a new BI infrastructure Replacing spreadsheets Faster data access & reporting Business-focused BI $100M Qtr. in 2011 10k+ customers

7 Informatica Corporation Confidential Do Not Distribute 7 How Long Does it Take to Deliver New Critical Data or Reports to the Business?

8 Informatica Corporation Confidential Do Not Distribute 8 The Business Cant Wait 3-6 Months For a Single View of All Enterprise Data Applications Partner Data SWIFTNACHAHIPAA UnstructuredDatabasesSocialWarehousesNoSQL Cloud Computing SOA ESB/EAI ETL EIIHand Coding Business Intelligence

9 Informatica Corporation Confidential Do Not Distribute 9 Overview

NO REUSE NO REUSE 16 Types of Data Sources Different Price Info in Each LOB To Add 1 Product Attribute to Existing Report IT Estimated 1700 Hours Product Config Mgmt (MS SQL Server) Facets [Benefits, Products] (Sybase ASE) Data Warehouse (DB2) 30,000 Data Marts (MS Access) BI (Cognos) Portal (WebSphere) BusinessIT HealthNows Data Integration Challenges 30,000 Data Marts Were Created by Shadow IT Teams So What Did the Business Do?

11 Informatica Corporation Confidential Do Not Distribute 11 The Fundamental Problem(s) It takes too long to explain requirements It takes months to change a DW / add new critical data It takes many iterations to get the right data / reports Changes can break existing integrations & impact apps. 1.Design 2.Change 3.Integrate 4.Unit Test 5.Validate 6.Deploy Typical Data Integration Process Business is Involved Too Late As-Is Value Stream Map (LOT OF WAIT & WASTE)

12 Informatica Corporation Confidential Do Not Distribute 12 Applications Unstructured DataSpread Marts DATA MART EDW Trying to Solve it in BI Layer Just Wont ScaleWhy? No Reuse No Common Data Access Layer No Easy Way to Handle Change No Data Quality & No Data Consistency

13 Informatica Corporation Confidential Do Not Distribute 13 PortalBI Composite Apps Enterprise Data Sources Data Abstraction Logical Data Objects PRODUCT CUSTOMER ORDER Data Consumers Logical View of All Underlying Data What is Needed to Solve these Problems? Think Virtual Machines for DATA! SUPPORT ALL USE CASES BI / DWMDMSOA FAST, DIRECT ACCESS TO DATA THE BUSINESS TRUSTS FAST, DIRECT ACCESS TO DATA THE BUSINESS TRUSTS DATA ABSTRACTION & REUSE OF SKILLS/LOGIC DATA ABSTRACTION & REUSE OF SKILLS/LOGIC COMMON ACCESS LAYER ACROSS MANY DATA SOURCES COMMON ACCESS LAYER ACROSS MANY DATA SOURCES

14 Informatica Corporation Confidential Do Not Distribute 14 How is the Market Trying to Address the Problems? Cannot Easily Move to Persistent Store or Reuse DW BI Virtual View Access Merge Deliver Data Virtualization (Built-On Data Federation) Limited or Data Source Profiling Only X SQL/XQuery Only Transformations & No Data Quality DW X X Addresses specific use cases No data movement / no copies / only federation Code heavy / not model-based / no reuse Not tools for business self-service SQL/XQuery-only transformations No data profiling / no data quality Its like ONE step forward & TWO steps backward Time GAINED by federation is nullified by Time SPENT on more processing

15 Informatica Corporation Confidential Do Not Distribute 15 What Are the Top 3 Key Capabilities for a Project that Needs Data Virtualization? Source Informatica Data Virtualization Experts Forum,2011 Dataset - 600 If Performance is a given

16 Informatica Corporation Confidential Do Not Distribute 16 Are We Talking About TWO Separate Tools?

17 Informatica Corporation Confidential Do Not Distribute 17 BusinessIT TRANSFORM IN RT Advanced Transformations, Data Quality, Data Masking 4 4 Virtual Table CRM Accounts ACCESS & MERGE 2 2 Virtual Table PROFILE IN RT Business Manager Analyst, Steward Developer, Architect Common Metadata 3 3 Virtual Table MODEL Customer Name Address Category Orders 1 1 Virtual Table CRM SCALE & PERFORM Accounts 7 7 Optimizations & Caching Optimizations & Caching Virtual Table MOVE OR FEDERATE AccountsCall Center DW 6 6 Virtual Table REUSE INSTANTLY Batch Web Services 5 5 Query Engine WS Server Virtual Table What Does the Ideal Solution Look Like?

18 Informatica Corporation Confidential Do Not Distribute 18 How Does Informatica Deliver the Ideal Solution? Single environment for both data integration and data federation No data movement / no copies but easily reuse virtual views for batch Early & iterative business (analyst) involvement self-service Pre-built library of rich ETL-like advanced data transformations Integrated real-time, on-the-fly data profiling & data quality DW BI Virtual View Access Merge Deliver DW Prototype First Move to DW or Instantly Reuse as SQL / WS Advanced Transformations & Data Quality Analyze & Profile Data & Logic Anytime Early Business Involvement Data Virtualization = (Data Integration + Data Federation) in ONE Tool

19 Informatica Corporation Confidential Do Not Distribute 19 DM WEB How Does It Work? DM Cust DW DM ODS DW PRODUCTINVOICECUSTOMERSUPPORT SELECT * FROM customer_table INNER JOIN support_table ON customer_table.customer_num = support_table.customer_id WHERE customer_name=ACME NEW QUERY SELECT * FROM customer_table Retrieve historical customer datatxt New query for report needing data not in DW Query is processed by virtualization layer Results retrieved in real-time without data movement Data quality rules applied on-the- fly against data Trusted blend of historical and operational data delivered On-boarding new data does not break integrations Virtual view can be physically materialized later into DW Complement data architecture with virtualization CUSTOMER SELECT * FROM SUPPORT EXISTING QUERY NEW REQUEST Change / add an attribute Join new data not in DW Create a new report NEW REQUEST Change / add an attribute Join new data not in DW Create a new report NEW DATA & REPORTS THAT BUSINESS NEEDS & TRUSTS, DELIVERED IN DAYS vs. MONTHS NEW DATA & REPORTS THAT BUSINESS NEEDS & TRUSTS, DELIVERED IN DAYS vs. MONTHS INSTANT REUSE

NO REUSE NO REUSE Product Config Mgmt (MS SQL Server) Facets [Benefits, Products] (Sybase ASE) Data Warehouse (DB2) 30,000 Data Marts (MS Access) BI (Cognos) Portal (WebSphere) BusinessIT Instant Reuse DW, BI, SOA & MDM (SQL, Web Services, Batch) Informatica Data Virtualization at HealthNow PRODUCT ORDERMEMBERCLAIM Virtual Table Common Data Model Fast, Direct Data Delivery 1 week (vs. 3 months) Shared Repository Shared Repository

21 Informatica Corporation Confidential Do Not Distribute 21 What Does Informaticas Data Virtualization Solution Look Like? PowerCenter Data Virtualization Edition PowerCenter Data Virtualization Edition Data Federation (Data Services) Data Federation (Data Services) Developer Tool Analyst Tool Data Profiling ETL (PC Standard Edition) Partitioning NEW 2 Adapters (PWX for Relational) 2 Adapters (PWX for Relational) New PowerCenter Edition for AGILITY & PRODUCTIVITY Combines: Data integration (PowerCenter SE) Data Virtualization (IDS Full Use) Data Profiling (IDE Full Use) Business-IT Collaboration (Analyst) Packaged for simplicity and attractively priced Reuses existing skills and resources

22 Informatica Corporation Confidential Do Not Distribute 22 What Use Cases Are Supported? Weeks/Days Change Request Deploy to Production BusinessIT DW/Business Intelligence (BI) Prototype DW & accelerate new data & reports from months to days 1 1 MDM Deliver a complete view of master & transactional data in real-time MDM Deliver a complete view of master & transactional data in real-time 2 2 Months SOA Deliver the missing data services layer to SOA & applications SOA Deliver the missing data services layer to SOA & applications 3 3 INCOMPLETE VIEW OF CUSTOMER MDM HUB TRANSACTIONAL SYSTEMS DATA WAREHOUSE DATA WAREHOUSE Virtual View COMPLETE VIEW OF CUSTOMER Applications Data Sources Registry ESB BPM Biz. Services Data Abstraction

23 Informatica Corporation Confidential Do Not Distribute 23 What are the Benefits of Informaticas Solution? Provide fast, direct access to critical new data & reports in days vs. months Enable rapid iterations to results with instant Biz-IT collaboration Deliver flexibility, ensure reuse & insulate applications from changes COMPLETE, CURRENT & TRUSTED View of All Data, On-Demand

24 Customer Examples

25 BI, MDM, SOA HealthNow NY Improves Risk & Pricing Analysis With Data Services 16 enterprise databases and over 30,000 Access databases Took 1700 man hours to add a new product to portfolio Business had to go to 5 different sources for all information related to paid claims Continued data growth with over 30,000 claims processed per day Data proliferation leading to HIPAA compliance concerns Logical data models and data services to represent their core data entities MEMBER, CLAIMS,PROVIDER, ENCOUNTER, LAB RESULTS Rate Letter project for determination of policy rates and discounts went live in May 2010 Over 400 Logical data objects and 2 web services being used by around 125 end users Speed of data delivery Implemented first project in around 40 man hours. This would have taken an order of magnitude more in the past Complete view of the truth - Business users now access plan rate information from single service Better governance Centrally managed virtual views as opposed to one-off data marts is improving governance of data The Challenge The Solution The Benefits BI (Cognos) IDS Virtual Table Product Config Mgmt (MS SQL Server) Facets [Benefits, Products] (Sybase ASE) Data Warehouse (DB2) SQL, Web Service Data Marts (MS Access) Portal (WebSphere)

26 Lack of visibility for proper supervision and regulation of the national financial system Real-time analysis and joining of data (Adabas, DB2, SQLServer, Files) Persistent data replication even for one-time use Huge data volumes (Online 6TB, DW 14 TB) Different reporting tools requesting different data combinations across heterogeneous data sources Logical data models to represent core business entities (e.g. CUSTOMER) Mainframe virtualization (join data from Adabas, DW DB2, Apps., 3rd Party ) Logical data models and Web services to deliver flexibility and agility to respond to changing business needs Creation of logical data objects and physical materialization of virtual views to familiar PowerCenter environment Speed of data delivery implemented first project in around 60 man hours and delivered a new virtual view in < 1hour Better risk/fraud governance (across more than 6000 financial institutions) and compliance with BASEL I, BASELII and SOX Complete single view of the truth - business users can now access consistent customer and plan rate data Centralized management and administration of logical data objects The Challenge The Solution The Benefits Microsoft Reporting Services Data Virtualization Virtual Table Financial Institutions (Flat Files and Messages) Credit Analysis, Applications, AML (SQL Server) Data Warehouse (DB2 LUW) SQL, Web Service Transactions Tables (Mainframe Adabas, DB2) Customized Applications BI, SOA - Large Latin American Bank Improves Governance

27 BI, MDM VW Leverages Delivers a Complete View of Critical Data On-Demand CUSTOMER data in > 30 systems, MDM hub, transaction systems, DW Have 80% data but missing critical 20% transactions - WARRANTY, SERVICE No authoritative source of CUSTOMER, PRODUCT data, conflicting relationships No complete view of CUSTOMER data on-demand is affecting service Without complete view of data, cant meet goal to sell 3x more cars by 2018 Create a common data model for VW owners, prospects, & partners Federate data in real-time from > 30 systems & transactional systems Provide easy-to-use, browser-based tools for business & IT to collaborate Apply reusable DQ rules on-the-fly to CUSTOMER, PRODUCT data Instantly reuse data services for SQL or Web services Completed DI, DQ, & data services production pilot in

28 Informatica Corporation Confidential Do Not Distribute 28 Data Virtualization in Action

29 The Keystone Business Owns the Data While IT Retains Control BI Report Analyst Tool (Web Browser) Developer Tool (Eclipse) SQL or Web Service Data Warehouse Batch ETL Role-based tools for Analysts (Web) & IT developers (eclipse) Common metadata lets Analysts & IT collaborate in RT Empower business analysts to: Define entities & directly access & merge data to create virtual views Rapidly profile data sources & logic without more processing Quickly find data & rules via business glossary Collaborate, test, validate & share results Cuts the wait & the waste in the process Common Metadata VIRTUAL TABLE Portal SQL or Web Service

30 BusinessIT TRANSFORM IN RT Advanced Transformations, Data Quality, Data Masking 4 4 Virtual Table CRM Accounts ACCESS & MERGE 2 2 Virtual Table PROFILE IN RT Business Manager Analyst, Steward Developer, Architect Common Metadata 3 3 Virtual Table MODEL Customer Name Address Category Orders 1 1 Virtual Table CRM SCALE & PERFORM Accounts 7 7 Optimizations & Caching Optimizations & Caching Virtual Table MOVE OR FEDERATE AccountsCall Center DW 6 6 Virtual Table REUSE INSTANTLY Batch Web Services 5 5 Query Engine WS Server Virtual Table The 7 Steps to AGILITY & PRODUCTIVITY

31 1. Model Represent underlying data as business entities (CUSTOMER) Provide a common logical view or abstraction of all data Import logical model from 200+ modeling tools (ERWIN) Use visual and metadata based mapping language Instantly reuse logical data object for all applications Unstructured Data Applications Spread Marts EDW Common Data Access Layer Logical Data Object Common Data Access Layer Logical Data Object PRODUCTINVOICECUSTOMERORDER Data marts

32 SocialWarehousesNoSQL 2. Access and Merge ApplicationPartner Data SWIFTNACHAHIPAA Cloud ComputingUnstructuredDatabase Analytical Data Interactional Data Transactional Data Archived Data Master Data PRODUCTINVOICECUSTOMERSUPPORT Turn many data sources into ONE with Data Virtualization

33 3. Profile in RT Rich set of integrated profiling capability to find data anomalies and to discover keys and hidden relationships: Column & Rule Profiling Midstream or Comparative Profiling Join & Overlap Analysis Primary Key / Foreign Key Profiling Dependency Profiling

34 4. Transform in RT Metadata-driven, codeless, graphical environment Rich, pre-built library of advanced transformation Integrated Data Quality transformations Define policies to mask sensitive data in real time

35 5. Reuse Instantly Instantly reuse LDOs for any mode/protocol (SQL, WS) Single click deployment to batch Execution & optimization separate from design-time No re-development & re- building of LDOs

36 6. Move or Federate BI DW Extract Advanced Transform & Quality Load Data Integration DW BI Virtual View Access Merge Deliver Data Federation DW Single-click deployment to PowerCenter (batch) Specific use cases No data movement / no copies Real-time federation SQL/XQuery-only transformations No data quality / business validation Majority of use cases Physical data movement Bulk/batch, near real-time, real-time Advanced transformations Built-in data quality

37 Leverage the proven, high- performance Informatica engine Optimized SQL Query engine & graphical Query Plan High-performance Web services server Rich set of optimizations & caching mechanisms Rule Based, Cost Based, Push Down, Early Projection, Early Selection, Semi- Join, Virtual Table & Result Set Caching Fine grained access control, WS- Security & pass-through security Database, Schema, Table, Column, Row-Level (v9.5) security 7. Scale & Perform

38 BusinessIT TRANSFORM IN RT Advanced Transformations, Data Quality, Data Masking 4 4 Virtual Table CRM Accounts ACCESS & MERGE 2 2 Virtual Table PROFILE IN RT Business Manager Analyst, Steward Developer, Architect Common Metadata 3 3 Virtual Table MODEL Customer Name Address Category Orders 1 1 Virtual Table CRM SCALE & PERFORM Accounts 7 7 Optimizations & Caching Optimizations & Caching Virtual Table MOVE OR FEDERATE AccountsCall Center DW 6 6 Virtual Table REUSE INSTANTLY Batch Web Services 5 5 Query Engine WS Server Virtual Table Data Virtualization Built On Data Federation Does 1 Box Which 1?

39 Do it Right Avoid Costly Mistakes! 1000s of lines of code Business Rules SQL Web Services TIMECOST Maintenance Nightmare Model & metadata- driven environment TIMECOST Sustain & Maintain Sustain & Maintain Enabling Rapid Development v/s Profile data AND logic anywhere TIMECOSTRISK Get it Right 1 st Time Only source profiling, need extra processing Many Iterations & Mistakes TIMECOSTRISK Analyzing & Profiling v/s Hand-coding cant do advanced transforms TIMECOSTRISK SQL XQuery Simple Cleansing Web Service Limited Rules, No Data Quality Leverage pre-built logic including quality TIMECOSTRISK Virtual Table Bake-in Quality Integrating with Quality v/s Naturally extend your infrastructure TIMECOST Re-purpose Logic & Skills TIMECOST Re-work, re-deploy & re-train every time Re-invent the Wheel Leveraging Investments v/s Scaling with Flexibility v/s Virtualize or physically materialize in 1 tool TIMECOST Prototype First & Then Scale EII Optimizations TIMECOST Overburden Data Virtualization EII X RISK Non-integrated technologies

40 Data Virtualization in Action

41 Scenario Big Company ISSUES Call center talk times increasing = scattered data + many screens Time wasted in correcting inconsistent & inaccurate customer data Agents cant easily & quickly identify what products are owned IMPACT Cant easily identify top customers to improve up-sell/cross-sell Low customer satisfaction & growing customer attrition High marketing costs without targeted campaigns

42 Demo Big Company Business needs a new report NOW vs. months! Quickly merge data from multiple systems & cleanse Analysts know the data want some self-service Join CUSTOMER (Oracle CRM) & ORDER (file) Get ORDER TOTAL for ACTIVE customers AnalystIT Architect / Developer Analyst defines business entity, profiles, defines rules & hands over to IT IT enriches the business entity & publishes for BI tool, portal or batch Integrate missing data, do data cleansing on-the- fly, validate

43 Informatica Corporation Confidential Do Not Distribute 43 Why Informatica?

44 Informatica Corporation Confidential Do Not Distribute 44 Gartner Magic Quadrant for Data Integration Tools, 2011 The ability to switch seamlessly and transparently between delivery modes (bulk / batch vs. granular real-time vs. federation) with minimal rework will be key for IT organizations seeking to develop a successful data integration strategy. Ted Friedman, VP Distinguished Analyst, Gartner The ability to switch seamlessly and transparently between delivery modes (bulk / batch vs. granular real-time vs. federation) with minimal rework will be key for IT organizations seeking to develop a successful data integration strategy. Ted Friedman, VP Distinguished Analyst, Gartner Why Informatica? With v9, Informatica advanced its capabilities with on-the-fly data quality and profiling, a model-driven approach to provisioning data services, performance enhancements, cloud integration, common metadata, and role-specific tools. The Forrester Wave: Data Virtualization, Q1 2012 With v9, Informatica advanced its capabilities with on-the-fly data quality and profiling, a model-driven approach to provisioning data services, performance enhancements, cloud integration, common metadata, and role-specific tools. The Forrester Wave: Data Virtualization, Q1 2012 Forrester Wave: Data Virtualization, Q1 12 2009-10 Power of The Platform THE BEST OF DATA INTEGRATION (SOPHISTICATION) THE BEST OF DATA INTEGRATION (SOPHISTICATION) THE BEST OF DATA VIRTUALIZATION (AGILITY) THE BEST OF DATA VIRTUALIZATION (AGILITY) ONLY INFORMATICA COMBINES INTO ONE SOLUTION THAT REUSES SKILLS INTO ONE SOLUTION THAT REUSES SKILLS

45 Informatica Corporation Confidential Do Not Distribute 45 Only Informatica Provides ONE Solution for Data Integration and Federation DW BI Virtual View Access Transform Deliver DW Single environment for both data integration and data federation No data movement / no copies but can easily reuse virtual views for batch Early & iterative business (analyst) involvement, efficient collaboration Pre-built library of rich ETL-like advanced data transformations Integrated real-time, on-the-fly data profiling & data quality Prototype First Move to DW or Instantly Reuse as SQL/WS Advanced Transformations & Data Quality Analyze & Profile Data & Logic Anytime Early Business Involvement

46 Informatica Corporation Confidential Do Not Distribute 46 Next Steps & Q&A

47 Informatica Corporation Confidential Do Not Distribute 47 Have the Conversation with the Business! BusinessIT 1.Identify a Critical Project in Your Company 2.Involve the Business Early & Often 3.Bake-In Quality & Support Advanced Logic 4.Demonstrate Business Value Early 5.Self-Service + Data Virtualization = ROI 1.Identify a Critical Project in Your Company 2.Involve the Business Early & Often 3.Bake-In Quality & Support Advanced Logic 4.Demonstrate Business Value Early 5.Self-Service + Data Virtualization = ROI New data & reports take too long YOU can now do it in DAYS!

48 Informatica Corporation Confidential Do Not Distribute 48 Sign-Up Expert Roundtables Data Virtualization Corner http://vip.informatica.com/?elqPURLPage=8668 Sign-Up Expert Roundtables Data Virtualization Corner http://vip.informatica.com/?elqPURLPage=8668 Next Steps & Q&A JOIN & DISCUSS 2000+ Strong Data Virtualization & Data Services Architecture Group Informatica.com > Products > PowerCenter > Data Virtualization Edition Informatica.com > Products > Data Virtualization

49 Informatica Corporation Confidential Do Not Distribute 49

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11 Informatica Data Virtualization The “Foundation” for AGILITY & PRODUCTIVITY Kerry Holton Informatica Senior Sales Engineer