competitive advantage with oracle business intelligence enterprise edition 11g/oracle exadata
TRANSCRIPT
Chris Royle (RL Polk) & William Both (Capgemini) Oracle Open World San Francisco, CA, 5 Oct 2011
Competitive Advantage w/ Oracle Business Intelligence Enterprise Edition 11g/Oracle Exadata
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Discussion Topics § Polk introduction § Automotive industry intelligence solution utilizing OBI 11g
§ Key implementation components and lessons learned
§ Addressing performance with Exadata
§ Polk’s experience with Exalytics
§ Questions
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Automotive Data and Marketing Solutions Leader
Company Overview
• 1870—R. L. Polk & Co. founded
• 1921—Motor Statistical Operations launched
• 1965—Adds monthly statistics on motorcycles, RVs, commercial trailers, boats and business aircraft
• 1971—Overseas expansion
• 1999—CarFax Ownership
• 2000—Focus on automotive only
• 2003—PolkInsight launched
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Depth of Automotive Data Polk manages a complex set of online vehicle data to support the automotive industry as our core business
§ 2.6 Billion Transactions § Titles § Registrations § Sales § Vehicle Manufacturers § Financial Institutions
§ 500 Million Unique Vehicles § Passenger § Commercial
§ Over 118 Million Households, 195 Million Individuals
§ Compiled from 31 different public and self-reported data sources
§ Over 460 Variables of Consumer Data
§ Demographics § Lifestyles § Vehicle Intenders § Internet Shopping
§ Over 17 Million Businesses § 35 million vehicles § Compiled from 39 different public and
self-reported data source
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Our Customers
§ All global OEMs (incl. emerging) § Dealers / dealer groups § Aftermarket companies § Finance and insurance companies § Advertising agencies § Media companies § Consulting organizations § Government agencies § Investment firms § Market research firms § Web portals § Search engines
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Our Business is Providing BI Solutions as a Service
Market Reporting
Vehicle & Consume
r Data
§ Sales and Registration § Loyalty & Analytics § Forecasting § Aftermarket § Commercial § Network Management
" Analyze Market Position " Pin-Point Key Markets " Identify Trending " Determine Opportunities " Illustrate Competitive Threats
PolkInsight, Polk’s flagship product, is the industry standard for answering questions about automotive market activity
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§ Interpret new, used registration, VIO and OEM sales statistics
§ Unique customized definitions of geography and vehicle segments
§ Simple metrics sliced many ways – the vehicle was registered…..
o By who -- Age, Income, ethnicity, …. o Where -- Do they live, was the dealer, …. o Which -- Vehicle, engine, body style, transmission, ….. o For what purpose -- Retail, fleet, government, rental, ….
§ Infinitely variable drill path
PolkInsight Product Overview
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§ Oracle 4 node BI application: Discoverer, Oracle Reports, customer query tool integrated through Oracle Portal
§ 6 node (4 dual-core CPUs, 64GB each) 10G RAC/RH4 cluster
§ 2TB warehouse – 4 shared fact tables with a combined total of 1 Billion + rows
PolkInsight Architecture – Before OBI and Exadata
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Business Intelligence Challenges
§ Users were becoming impatient with the usability of our toolset • Make it as easy as Excel
§ Users want to see traditionally disparate subject areas on a single dashboard – data mash-ups • How does the data correlate?
§ Users expect ‘Google’ performance • Why do I have to wait 30 seconds?
§ Delivery to extended devices • I want it on my iPad
§ IT resources and activities were too involved in the analytical process • I have to pay for that change?
Polk selected Oracle’s Exadata and Oracle Business Intelligence (OBI) to help evolve and improve PolkInsight
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Selecting Our Business Intelligence Software Provider
Custom ?
Know what is important to your users, now and tomorrow. Do multiple PoCs – prove it works!
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Implementation Highlights • Clear requirements • Manageable scope • Support from BI Consulting
Group (now Capgemini)
PolkInsight 3.0 Portal
Exadata
OBI 11g
Oracle Discover, Reports
Oracle Map Viewer
PolkInsight 3.0
Customers
Polk Advisors
Architecture Highlights • Highly available, clustered
environment • Custom flex portal
OBIEE implemented and integrated in 3 months
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Engagement Objectives
§ PolkInsight had been a Customer Delivered solution based upon Oracle Discoverer • Desire to Maintain similar Report Developer Interface to Discoverer Data Layout • Not an OBIEE 10g Upgrade, rather a first time implementation • One of the First Corporations to Implement OBIEE 11g • Build 11g RPD Using BICG/Capgemini Best Practices
§ Utilize Existing Custom Data Warehouse (PolkInsight) • Minimize Physical Data Model modifications
§ Create Generic Template Dashboard • Utilizing BICG/Capgemini Best Practices for Report and Dashboard Design • Provide Enhancements to Prior reporting capabilities
§ Train Polk Advisors in use of Answers to build Customer Specific Dashboards • Each Advisor is responsible for Several Auto Manufacturers (Polk Customers) • Each Customer Specific Dashboard was tailored to specific Customer needs
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Implementation
§ Actual Design and Build is not overly difficult, rather it is complex and very meticulous work
§ Customer Involvement Earlier was Critical to Success • Project Team 80/20 Mix • Polk Advisors Trained and developed Customer facing dashboards (User Ownership)
§ Utilized BICG/Capgemini Best Practices for RPD Design § Introduce MoM, QoQ and YoY reporting functionality by creating Time Series
Aliases • MAGO • QAGO • YAGO
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Polk Logical Data Model
§ Four Key Facts • New Car Registrations • Used Car Registrations • Sales Figures (from each Manufacturer) • Vehicles In Operation (VIO)
§ Principle KPI is Counts of Vehicles § Several Common Dimensions associated with each Fact § Limited Dimensions that are specific to only one or another Star § Data Model Enhancement
• Addition of a Standard W_MONTH_D table • Modifications as needed to allow Facts to leverage the Intelligent Key
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200 + Tables
New & Used Sales Facts 4
Category 23 Geography 38 64
Make & Model 25 21 Parameter 8 Sale Type 14
Ethnic Code 1 1 Misc 9 Total 108 100
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Logical Layer Best Practices
§ Dimensional Hierarchy for Each Logical Dimension Table § Accurately defined Primary Keys § Content Levels Set for each Dimension
• Detail level for Joined • Total level for Un-Related
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Logical Dimension Tables § Frequently multiple Logical Table Sources
§ Both Common as well as Customer Specific flavors or Dimension tables
§ Simple PKs
§ Minimal need for Custom Fields
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Customer Specific Dimensional Hierarchies § Each Logical Table has a separate
Dimensional Hierarchy • Even if it only consists of a Total Level and
a Detail Level
§ Each Customer Specific Hierarchy could differ on Naming conventions as well as number of levels
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Dimensional Hierarchies (Cont) § Several Cases where Hierarchies had
multiple branches
§ Customer Specific Preferred Drill Paths
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Presentation Layer
§ Standardized Naming Convention • NA • China
§ Common, Polk Standard Subject Area
§ Customer Specific Subject Areas
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Subject Area
§ Standard Subject Area Layout for each Customer
§ Includes both Common (Generic Polk) and Customer flavors of attributes where appropriate
§ Standardized Field Naming conventions except where Customer has indicated otherwise
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Lessons Learned
§ Security Discussion • Authentication (Oracle SSO) • Authorization (LDAP - OBIEE User Groups) • Data Level (TBD)
§ Caching Strategy • Comprehensive approach to handle diverse customer profiles beyond initial
implementation • Purge Strategy
§ Organizational BI Ownership • Content • Metadata • Data • H/W
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Establishing a Performant Foundation with Exadata
Highlights: § 10x out of the box query improvements § Less data center space § Compression resulting in less storage and performance gains
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§ Our Half Rack Exadata server was Delivered July 2010 • Oracle techs were on site for 3 days • Configured the server according to our specifications • Left us with a fully functional system
§ Our Flagship Product (PolkInsight) was in Production by October • Most of the time was spent testing the upgrade from 10G RAC to 11G RAC • Our goal was to migrate the database, without trying to leverage Exadata
specific performance features (we are doing that now) • Other than a dramatic improvement in performance, the migration was
transparent to our customers
§ By January 2011, all of our Customer Facing BI Apps were running on Exadata • We have decommissioned quite a bit of existing hardware • We consolidated a number of stand alone databases in the process
Our Experience with Exadata
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End User Report Return Time
§ Out of the box improvement
§ Now optimizing to Exadata strengths • Index removal • Materialized Views • Storage Indexes
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Polk’s Experience with Oracle’s Exalytics
§ Test Pilot Program Overview • Analysis was performed in Oracle’s lab • Full copy of Polk’s 2TB production data set, running on an identical
Exadata Half Rack • The Exalytics box was connected to Exadata through InfiniBand • Test case were chosen by Polk, targeting underperforming dashboards
and drill paths
§ Performance results • 10.5x average performance gains against Exadata cache misses • Maximum improvement of 114x on corner case drill paths • All end user response times within 3 seconds with 87% of all interaction
with less than 2 seconds response time
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Polk’s Feature Findings
§ Exalytics’ summary aggregate advisor • Analyzes usage patterns • Builds appropriate aggregate tables in memory or on Exadata • Admin must run the analysis tool, set parameters and execute the
creation of the aggregate tables • This is the secret sauce – more analysis required
§ Interactive visualization and data discovery • No ‘go’ button, new data selector types • Type ahead dropdowns • Removal of complete screen refresh in 11.1.1.6
§ New chart types (not available in the beta release) • Trellis • Multi panel view and microcharts • Wheel chart • Animation
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Business Value
For our customers: § First to know § Speed § Most complete view of the industry § Easy to be the expert
For Polk: § Improve customer satisfaction § Generate and retain business
` Enable better decisions to sell more cars, parts
and services
`
Remain the leading provider in Automotive Intelligence
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Please contact: • Chris Royle [email protected] • William Both [email protected] • Ron Lewis [email protected]