- 1. BID 205: Reduced Risk+ ReducedTCO + Reduced Time to
Implementation = Business Intelligence Success Mike Wheeler Data
Warehouse Architect [email_address] August 15-19, 2004
2. The Enterprise. Unwired. 3. The Enterprise. Unwired. Unwire
People Unwire Information Manage Information Sybase Workspace
Industry and Cross Platform Solutions
- Adaptive Server Enterprise
- Industry Warehouse Studio
- Pylon Family (Mobile Email)
- XcelleNet Frontline Solutions
4. Enabling Analytic Applications Although vendors like
PeopleSoft, SAP, and Siebel are closer than others, currently the
market offers no inclusive commercial platform for operationally,
collaboratively, and analytically managing all relationships with
all major business partners (e.g., partners, employees, customers,
suppliers), across all channels and touchpoints (e.g., storefront,
Web, e-mail, telephone) and throughout the entire customer life
cycle.--Aaron Zornes, Meta Group
- According toKevin Strange of Gartner Group , in order to be
successful in business intelligence you need to be able to address
all of the following with a BI analytics execution
environment:
-
- Complexity of the data model
-
- Scalability (Concurrent Users)
Comprehensive Data Architecture Scalable, Fast, and Cost
Effective Access to Data 5. The Business Intelligence Technology
Stack Sybase IQ, IWS,PowerDesigner, PowerBuilder,Replication
Server, Enterprise Portal,Adapters, EAServer, Integration
Orchestrator DATA MANAGEMENT DATA INTEGRATION DEVELOPMENT TOOLS
INFORMATION MANAGEMENT HW/OS INFRASTRUCTUREDATA SOURCES DATA
INTEGRATION ANALYTIC ENGINES ANALYTIC APPLICATIONS INFORMATION
PRESENTATION HP, Sun, IBM Windows, Linux HW/OS Many/Any ERP, SC,
CRM, LEGACY Others ETL, EDI OLAP APPLICATIONS REPORTS &
DISTRIBUTION Legacy APPS Other Data Marts Flat Files 6. Sybase
IQ
- Sybase IQ is a Unique Relational DBMS That Is
- Optimized for Data Warehousing and Business Intelligence.
-
- unsurpassed query performance
-
- lowest total cost of ownership for analytical
applications.
-
- Unlike traditional databases designed from the start for
analytics and not transactions
-
- Column-based structure and patented indexing make it the leader
in price/performance when it comes to data warehousing.
7. Sybase IQ is Designed for Analytics Whats Different?
- Data is Stored Vertically
-
- Each column is stored separately
-
- Input data is typically compressed
-
- Database smaller than input data
-
-
- Even with all the indexes
- Query Engine Retrieves Only Columns Used in the Query
-
- Reduces system I/O dramatically
-
-
- Average 90% Less than competition
-
- Permits better data manipulation
- Schema Design Not Restricted
-
- Design based on application use
-
-
- Flat, Star, Relational, Snowflake
8. Sybase IQ Delivers
- Lightning fast query response
- High-performance data access
- Data compression saves storage
- 100s to 1000s of simultaneous users
- Gigabytes to Terabytes of data
9. Multiplexing for Scalability and Flexibility Can start with 1
server and add CPUs and memory as needed Multiplexing enables you
to add servers and CPUs with little or no loss in scalability
Terabytes of disk can be added to the SAN and IQ-M will manage it
efficiently
- Max DB size: 192 Petabyte
- Max row per table: 286 trillion rows
- Max CPUs: 1.2 million CPUs (+12,000*106)
IQ CPU CPU Mem Mem Mem Mem IQ CPU CPU CPU CPU Mem Mem IQ CPU Mem
CPU Mem CPU Mem IQ CPU CPU CPU Mem CPU Mem IQ CPU CPU Mem CPU CPU
Mem Fiber Channel 64-bit Enables 10. Sybase IQ Key Business
Benefits
- Enable your business to build applications with powerful access
to valuable databases:
- Larger amounts of data greater detail in data
- Faster access quicker answers
-
- Low entry costs (initial system)
-
- Minimize storage costs ( criticalin multi-Terabyte
systems)
-
- Maximize computing power effectiveness (throughput per
CPU)
-
- Flexible scaling the right power to meet the specific need
11. Sybase IQ Proof Points:Performance
- TPC/H results show that Sybase IQ owns price/performance and
TCO leadership results in DW:
12. Traditional vs IQ-MCOMPETITIVE DATABASE EXPLOSION
FACTORS(From TPC-D Tests) HardwareDatabase Raw Data Total Disk
Ratio Digital 8400 Oracle 100 GB 361GB 3.61HP 9000 Oracle 100 GB
643 GB 6.43IBM SP2 DB2/6000 PE 100 GB 377 GB 3.77NCR 5100
Teradata100 GB 880 GB 8.80Sun UE Oracle 100 GB 594 GB 5.94Tandem
K1K Non-stop SQL 100 GB 286 GB 2.86IBM SP2 Oracle 300 GB 1,977 GB
6.59PyramidOracle 300 GB 1,535 GB 5.12NCR 5100 Teradata 300 GB 880
GB 2.93NCR 5100 Teradata 1,000 GB 3,280 GB 3.28HP EPS Informix XPS
300 GB 3,532 GB11.6 Sun Sybase IQ 100 GB< 100 GB 12 TB (equiv:
36 TB 84 TB)
- Fast access and data load
- Full disaster recovery of 12 TB: 60 seconds
18. Customer Example:BizRate.com Together, Sun and Sybase have
created a solution that packs an extraordinary amount of data
processing and analytical power into a small footprint that
represents a realistic investment for small and mid-sized
firms.Sybases tight architectural integration with Sun technology
provides us with the assurance we need that the technology
foundation of our data warehouse will scale to meet our growing
needs in the future. Henri Asseily,Chief Technology Officer
andFounder of BizRate.com
- Delivers analysis of internet utilization
- Leading online customer survey producer
- Cost and logistics becoming unwieldy
- Microsoft SQL Server could not scale
- Simplify data deliver and analysis for sellers
- Manage 15 million customer data sets
- Tight integration through Reference Architecture
- Scaleable solution that will grow
- Delivered on Sun Fire V880
19. Customer Example:TranStats
- Congressional legislation requiredconsolidated, single-point of
access to all transportation statistics
- Needed to deliver over the Web
- Over 250+ databases of source data
- 2.5TB of detailed input data compressed to 1 TB
- Query complexity with 18-way joins
- Reduced data gathering time
- Easy linkages across many data sets allows new insights on
transportation safety
- The new website is aimed at transportation researchers and
analysts
- Website gets 15,000 hits per day
Sybase IQ reduced loading and indexing from 30 minutes to 2.5 to
3 minutes.Query speeds were 20 50 times faster than Oracle.Time to
add a column was reduced from 4 hours with Oracle to 15 minutes
with Sybase IQ. Jeff Butler Assistant Director, Office of
Statistical Computing Department of Transportation Bureau of
Transportation Statistics www.transtats.bts.gov 20. Customer
Example:Global Credit Card Company Global Credit CardCompany
- Unable to perform advanced analysis of fraud patterns for
credit card transactions with competing solutions due to
performance issues, query complexity limitations
- Needed solutions to handle 700-column table to describe every
transaction, at least one year of transactions online
- Advanced fraud analysis possible for last 4 years
- Over 1,600 users worldwide
- 10TB of input data; (Sybase IQ 7TB)
- 10 billion records (last 13 months) of credit card transactions
online
- All fraud managers worldwide use Sybase IQ system
- Over 90% of database is fraud detection information
000 000 000 000 0000 Global Credit Card Company 21. Customer
Example:Internal Revenue Service The primary technology challenge
was to build a system that could manage such large volumes of data
and yet was sufficiently open to facilitate queries from various
off-the-shelf products. We selected Sybase IQ as the
data-management server, based on its strength with decision support
type queries. Jeff Kmonk Manager, Office of Research Compliance
Research Division Internal Revenue Service
- Analysis virtually impossible
- Loss of potential billions in revenue
- 10+ TB detailed input data (2 yrs of taxpayer records) fits in
5TB of storage
- Query complexity with 14-way joins
- Average 120 ad-hoc analysis users
- Modeled entire population of commercial tax returns
- Supports advanced analysis like data mining
- Revenue protection & fraud detection
22. Customer Example:Bank of Montreal We felt you should develop
thedata warehouse component bycomponent because that allows you to
apply what you learn. Sybase was truly committed to ensuring that
we used technology in a way that really impacted the business. Carl
A. Touchie Sr. Manager Electronic Financial Services Bank of
Montreal
- Identify and retain most profitable customers
- Increase effectiveness of marketing programs
- Access to multiple information systems and touch points
- Cutting edge technology and architecture
- 1 Terabyte data warehouse
- Avg. query complexity with 18-way joins
- Average credit card volume up 59%
- Average credit card balances up 129%
- Market share up 60 basis points
- Component architecture enables flexibility
23. Dynamic Operational Data Stores A Road Map to Real Time
Analysis 24.
- Strong competition demanding better business analysis:
-
-
- More users needing near real-time data access to data, for
longer periods of time
-
-
- Users demanding more analytical flexibility
What our Customers are saying 25. Business Issues
- Strong competition demands better business analysis
-
-
- More users needingreal time data
-
-
- Users demanding more analytical flexibility
- New operational systems need more precise business
analysis
-
-
- Telco - billing, provisioning, sales, support
-
-
- Insurance/Healthcare billing, claims
- Ballooning costs of managing data
- Large capital and political investment in existing systems
26. The Driving Events
- Demand for near real-time access to data over a longer period
of time
-
-
- Basel II, Sarbanes-Oxley, Patriot Act
-
-
- Data warehouses today only address limited
data/populations
-
-
- The data explosion usually requires costly infrastructure
upgrades
-
-
- Dramatic rise in business users BAM needs
- New Data Center Challenges
-
-
- 3000 systems potentially need upgrades
-
-
- Managing the business through transition
-
-
- Unprecedented data explosion and user population growth
-
-
- Sybase has experience in mainframe co-existence
27. Possible Solution Options
- Traditional Enterprise Data Warehouse / Data mart
-
- Dynamic Operational Data Stores
-
- single layer of data shared for all systems
-
-
- DODS (Dynamic Operational Data Stores)
-
- Users could directly access the data
-
- Single source of data to feed the Data Warehouse
-
- Data Synchronization through a common architecture
-
- Information nearly on-line (near real time)
28. Technical ArchitectureDODS Operational Data Store (ODS)
Sybase Replication Server & ASE Reporting Environment DB2,VSAM
& IMS Operational Systems Heterogeneous Environment Informix
Dynamic Operational Data Store (DODS) Server Storage Harvesting
& Staging Environment Oracle Microsoft SQL Server Application
Application Application Application ASE Application . . . etc. 29.
Operational Data Store: Components Operational Data Store
-
-
- No interference with operational systems
-
- Provide significant data compression (up to 60%)
-
-
- both structured and un-structured data
-
- Optimized for fast read access
-
-
- column based not row based
-
- Database and analytics agnostic
-
-
- standards-based SQL access to data
Server Storage Sybase IQ 100s of GB to 100s of Terabytes 2-12
CPUs MinimumConfiguration Storage Software Server Component 30.
Results
- Single Adaptable Dynamic ODS
-
- Existing Operational Data Systems in a single data layer
- Data synchronization every 5-15 minutes
-
- Build right-time based on your business need
- Manage hundreds of Terabytes storage
- Users accessing information through any SQL Reporting
Application
-
- i.e.. Business Objects, Cognos, SPSS, MicroStrategy and
ACCESS..
31. Case Study Business Challenge:The Finance Division needed
to: collect data from disparate sources and create a financial
management system efficiently provide information to state
government citizens of Utah state agencies with accurate
accounting, payroll, and personnel dataProvide analysis tools so
agencies could maximize the use of tax revenue Avoid the ballooning
costs of data management on the mainframe Solution:Sybase Adaptive
Server IQ MultiplexResults: Eliminated dozens of hard copy reports
User self service model with access to data they never had
before/generate own reports.Reduced data storage on the mainframe -
savings of approximately$100,000 per month $5 million savingsin
report development costs 32. Case Study Brent Sanderson(IT Manager
State of Utah): "In many ways it has changed the culture of
financial and personnel reporting in the state," The old system
generated over 900 hardcopy reports each month. The new system
generates less than 90.This saved the state over $5 million in
development costs.""As we store more data in the Sybase data
warehouse, we use the mainframe less and less. This has led to the
state saving $100,000 per month in mainframe disk storage costs."
33. Case Study Yapi Credit Business Challenge:The Turkish Bank
needs to service 6 million customers: Oracle the incumbent outside
the mainframe Data on IBM DB2 Analysis of customer profiles
profiles transactions history logsProvide analysis tools to
maximize customer service Avoid the ballooning costs of data
management Solution:Sybase Adaptive Server IQ MultiplexResults: 10x
improvement in service compared to DB2 Dramatic reduction in
storage costs (over 1TB of raw data)Savings of approximately$1.05
million 154% ROI (10 month payback) No additional staff training
required from Oracle to Sybase Competition : Oracle (cost of
infrastructure too high) IBM (poor DB2 performance) 34. Case Study
HIRA (Health Insurance) Business Challenge:The Korean Agency has to
consolidate data across 46 million customers: Oracle the incumbent
outside the mainframe Analysis of customer profiles single data
view expand from 6 months of data to 5 years of data Avoid the
ballooning costs of data management Solution:Sybase Adaptive Server
IQ MultiplexResults: Analysis reduced from 3 4 days to 30 seconds
Rapid implementation for country-wide system Reduced raw data
storage by 60-80%(saving of over $2 million) Increased data store
from 5-6 months to 5 years Reduced manually intensive data
management tasksCompetition : Oracle (25TB vs Sybase 5TB) NCR
Teradata (hardware scalability, poor integration, cost) 35. Case
Study - HIRA Han Beomsu, General Manager, HIRA "According to
published benchmark results, performance of NCR Teradata was also
excellent. But the weak point with NCR Teradata was that it was
hardware dependent. That would cause a great deal of difficulty in
linking with other hardware and expanding its capacity. 36.
Successful Analytic Applications Require An Enterprise Analytics
Architecture CRM Analytics
BPM Analytics
Sources of Customer Data LOB APPS Flat Files Other Data Marts
External Data DataAcquisition Layer Analytic Applications Customer
Finance Products Supplier Industry Event Data Enriched Data Legacy
APPS EDI ETL PresentResults Analytics Data Warehouse Analytics
DataArchitecture Integrate Organize Analyze Present 37. Sybase
Industry Warehouse Studio
- Physical Data Model for anEnterprise Data Warehouse
- Proven Methodology and Tools Necessaryto Implement and Manage
the IWS
- CRM Analytics for all Industries
- BPM Analytics for Specific Industries
- IWS is Database Agnostic(use any database)
38. Sybase Industry Warehouse StudioExperience Provides Solid
Foundation
-
- Comprehensive industry data models
-
- Common physical database design for each industry optimized for
decision support
-
- Common treatments of workflow, measures, reporting, terminology
and data types
- Incorporating thebest practices and domainknowledgeof industry
experts as well as the best practices from the fields of data
design and architecture
- Leveraging the lessons learned fromhands onexperience gained
over many years andnumerous implementations of large scale data
warehousein vertical industries
The Underlying Philosophy Behind IWS 39. Sybase Industry
Warehouse StudioAccelerates Development
- Pre-defined business models Enterprise Scope
- Pre-determined database structures
- Open Architecture Database Agnostic
- Sample Data + Sample Report Templates
- Enterprise Analytic Data Modeling andMetadata Management
Tools
- Pre-developed Metadata Definitions
- Integration with Leading ETL Tools
- Integration with Leading BI Visualization Tools
- 1 stApplication Implemented and Running in 60-120 days
40. Sybase Industry Warehouse Studio The Enterprise Blueprint
IWS Core Analytics Blueprint Summary Events Base Views Cross
Industry Tables + Views Core Tables Insurance Life Property &
Casualty Financial Services Retail Banking Credit Card Capital
Markets HealthcareInsurance Treatment MediaTelco Telco Utility 41.
Sybase Industry Warehouse Studio Captures the 360 View Of the
Customer
-
- Evaluate Sales by products and channels
-
- Identify relationships between customer categories &
product preferences
-
- Perform customer latency analysis to improve sales
-
- Analyze positive and negative responses to refine subsequent
Campaigns
-
- Measure and manage media effectiveness for products or
regions
-
- Perform cost-benefit analysis of your campaign
-
- Analyze complaints, suggestions, defect reports and
inquiries
-
- Identify organizational units with high contact incidences or
slow response
-
- Identify your most satisfied & dissatisfied customers
-
- Analyze customer value by purchase volume, frequency and
revenue
-
- Analyze attrition by a variety of measures product, region and
demographics
-
- Proactively contain and avoid customer attrition
- Customer Profiling (Segmentation)
-
- Provides customer basecategorization
-
- Qualitatively groups similar customers by demographics
-
- Quantitatively groups similar customer by behavior
Marketing Effectiveness Sales Effectiveness Customer Loyalty
Customer Care CUSTOMER 42. Sybase Industry Warehouse Studio
Supports Telco Analytics!
-
- Identify and respondto changes in traffic patterns?
-
- Determineyour most profitable customers and channels?
-
- Anticipate customer churnby customer attributes?
-
- Discover trendsin network repair?
-
- Identifyyour most successful marketing campaigns?
- Marketing Campaign Analysis
Key Subject Areas 43. Sybase Industry Warehouse Studio Supports
Media Analytics!
-
- Targetmarketing requirements for your customers as well as your
advertisers?
-
- Integrateexisting products such as ROP, preprints, direct mail,
telemarketing, Internet, etc into customer focused messages?
-
- Understandthe attributes of your customers as to both
demographic and lifestyle data?
-
- Understandyour target audience for circulation and
advertising?
- Advertising Sales Analysis
- Marketing Campaign Analysis
Key Subject Areas 44. Sybase Industry Warehouse Studio Supports
Financial Services Analytics!
-
- Analyze and Profile customers based on their product
holdings?
-
- Determine geographic usage patterns of products?
-
- Identify characteristics of profitable responders to recent
marketing campaigns?
-
- Rank customers by profitability and risk?
-
- Cross-sell financial products to their checking customers?
-
- Analyze the purchasing habits of profitable credit card
holders?
- Marketing Campaign Analysis
Key Subject Areas 45. Sybase Industry Warehouse Studio Supports
Insurance Analytics!
-
- Identifycustomers likely to increment their policies within a
year?
-
- Identifythe total claims liability after a natural
disaster?
-
- Analyzethe demographics and psychographics of your
customers?
-
- Identify customers who will be experiencing a major life event
such as marriage, birth or retirement?
-
- Developan up-to-date view of the total relationship with your
customers?
- Underwriting & Policy Analysis
- Marketing Campaign Analysis
Key Subject Areas for Insurance 46. Sybase Industry Warehouse
Studio Supports Healthcare Analytics!
-
- Enhancecustomer (member) relationship management?
-
- Analyzeclaims-based experience and service utilization data in
detail?
-
- Improveprovider management?
-
- Respondto government adherence reporting requirements?
-
- Address HEDIS and HIPAAreporting requirements?
-
- Performdisease management?
- Marketing Campaign Analysis
Key Subject Areas 47. Sybase Industry Warehouse StudioValue
Proposition Business Value
Time Value
- First Application Running 60-120 days
- Dramatically Reduce the Effort
- Provides Unlimited Expandability
Technical Value
- Database Independent [Oracle, DB2, Informix, Microsoft,
ASE,Sybase IQ]
- Based on Proven Deployment
48. Sybase Industry Warehouse StudioPackaged Data Warehouse
Infrastructure NOTE:YELLOW box items are NOT included in the IWS
Warehouse Control Center Meta Data ManagementTABLE TABLE TABLE
TABLE TABLE Industry-specificData Models Sybase Power Designer
Multi-Dimensional Design ToolDataWarehouse Open RDBMS* ORACLE, IBM,
MICROSOFT, NCR, SYBASE, etc. (i.e.:Informatica) ETL Tool Sample
Data General -Representative Systems Integrators Guide Project Plan
ImplementationProtocol BI Partners IWSAnalytic Applications
49. Sybase Solutions in End-to-end BI Platform Integrate
Organize Analyze Present Decisions Sources Sybase ASE LOBAPPS Flat
Files Other Data Marts External Data Legacy APPS Others: GROUP 1
Others: SAS Others: IBI Focus 50. Select List of Global Business
Intelligence Client and Partners ERICSSON Scottish Widows Insurance
Guardian Life Insurance 51. A Look Under The Covers
- A look at an Industry Model
- Sample Deliverable Templates
- Model Customization Process
- The Warehouse Control Center Metadata Manager
- Completing the Metadata Management Cycle
- Achieving Information Liquidity
