The Enterprise. Unwired. Unwire People Unwire Information Manage Information Sybase Workspace Industry and Cross Platform Solutions
Adaptive Server Enterprise
Adaptive Server Anywhere
Industry Warehouse Studio
Real Time Data Services
SQL Anywhere Studio
Pylon Family (Mobile Email)
XcelleNet Frontline Solutions
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 to Kevin 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
Amount of data
Scalability (Concurrent Users)
Comprehensive Data Architecture Scalable, Fast, and Cost Effective Access to Data
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 INFRASTRUCTURE DATA 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
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.
Sybase IQ is Designed for Analytics – What’s Different?
Data is Stored Vertically
Each column is stored separately
Index on every column
Input data is typically compressed
Usually = 30-40%
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
Sybase IQ Delivers …
Lightning fast query response
High-performance data access
Data compression saves storage
Low maintenance cost
BI for the Many
100’s to 1000’s of simultaneous users
Gigabytes to Terabytes of data
Low maintenance cost
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 nodes:12,000 nodes
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
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 ( critical in multi-Terabyte systems)
Maximize computing power effectiveness (throughput per CPU)
Flexible scaling – the right power to meet the specific need
Sybase IQ Proof Points: Performance
TPC/H results show that Sybase IQ owns price/performance and TCO leadership results in DW:
Traditional vs IQ-M COMPETITIVE DATABASE EXPLOSION FACTORS (From TPC-D Tests) Hardware Database Raw Data Total Disk Ratio Digital 8400 Oracle 100 GB 361GB 3.61 HP 9000 Oracle 100 GB 643 GB 6.43 IBM SP2 DB2/6000 PE 100 GB 377 GB 3.77 NCR 5100 Teradata 100 GB 880 GB 8.80 Sun UE Oracle 100 GB 594 GB 5.94 Tandem K1K Non-stop SQL 100 GB 286 GB 2.86 IBM SP2 Oracle 300 GB 1,977 GB 6.59 Pyramid Oracle 300 GB 1,535 GB 5.12 NCR 5100 Teradata 300 GB 880 GB 2.93 NCR 5100 Teradata 1,000 GB 3,280 GB 3.28 HP EPS Informix XPS 300 GB 3,532 GB 11.6 Sun Sybase IQ 100 GB < 100 GB <1.00 HP 9000 Oracle 100 GB 643 GB 6.43 HP 9000 Sybase IQ 100 GB ~70 GB ~ .70
Sybase IQ Proof Points: Data Compression
IQ Data Compression: Save money, save time
4 to 10x less storage
Save your customer USD$1 million per TB and keep Hardware Costs Down
10 TB 10+ TB 12 TB 15 TB 27 TB 40 TB 48 TB Raw Data Loaded 30 TB to 70 TB 4 TB “ Popular” Credit Card Company 30 TB to 70 TB < 10 TB Internal Revenue Service 36 TB to 84 TB 12 TB Nielsen Media Research 45 TB to 105 TB 7 TB Samsung Card 81 TB to 189 TB 12 TB Health Insurance Review Agency 120 TB to 280 TB 16 TB ComScore 144 TB to 336 TB 22 TB VLDW Ref. Architecture Competitor’s Data Explosion Sybase IQ Compressed SYBASE IQ DATA COMPRESSION EXAMPLES
Telco POC (8 CPU): Indexes & compression IQ loading: - concurrent load and query -batch load into IQ: - 12.5 : up to 1M rows/sec - near Real-Time: load every 10 sec -Real-Time data replication into IQ: -12.5 : 1-2 rows/sec -12.6 : +500 rows/sec -more to come
Sybase IQ Proof Points: Scalability and Complexity with Ease 1200 North Carolina Department of Health and Human Services 200 + Nielsen Media Research 1400 “ Popular” Credit Card Company Number of Users NUMBER OF CONCURRENT USERS 1,300 U.S. DOT – Bureau of Transportation Statistics 700 + “ Popular” Credit Card Company Number of Tables COMPLEXITY OF DATA MODEL 14-way Internal Revenue Service 10-way Bank of Montreal 18-way U.S. DOT – Bureau of Transportation Statistics Dynamic tables and columns BizRate.com 32-way Korean Customs Number of Joins QUERY COMPLEXITY
Sybase IQ Dominates Top Ten Awards
Sybase IQ won Grand Prize in Windows category
comScore #1, #2, #3 largest data warehouses
Sybase IQ won 22 out of 80 awards in Decision Support Systems (DSS) categories – on UNIX & Windows
More wins than Teradata, DB2, Oracle & Microsoft
Customer Example: Nielsen Media Research “ We are able to deliver one data warehouse for all our applications, at one-third the storage of conventional technologies, while seeing performance gains as advertised with Sybase IQ.” Kim Ross CIO Nielsen Media Research
Huge data volume – 10 years of TV viewer history
Goal – one central data source for multiple applications
Requires extreme flexibility – many unique queries and reports
Each television station wants to slice and dice differently
Need to reduce TCO & increase flexibility
12 TB detailed input data in production – plans to grow to 30 TB
Sybase IQ: 12 TB => 12 TB (equiv: 36 TB – 84 TB)
Fast access and data load
Full disaster recovery of 12 TB: 60 seconds
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. Sybase’s 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 and Founder 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
Customer Example: TranStats
Congressional legislation required consolidated, 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
Customer Example: Global Credit Card Company Global Credit Card Company
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)
equiv. 30TB – 70TB
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
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
ROI of $250 Million
Customer Example: Bank of Montreal “ We felt you should develop the data warehouse component by component 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
Attract new customers
Access to multiple information systems and “touch points”
Cutting edge technology and architecture
1 Terabyte data warehouse
Avg. query complexity with 18-way joins
IRR over 100%
Average credit card volume up 59%
Average credit card balances up 129%
Market share up 60 basis points
System up in 4 months
Component architecture enables flexibility
Dynamic Operational Data Stores A Road Map to Real Time Analysis
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
Strong competition demands better business analysis
More users needing ‘real’ time data
Users demanding more analytical flexibility
New operational systems need more precise business analysis
Financial - Fraud
Telco - billing, provisioning, sales, support
Insurance/Healthcare – billing, claims
Ballooning costs of managing data
Large capital and political investment in existing systems
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
Possible Solution Options
Traditional Enterprise Data Warehouse / Data mart
Dynamic Operational Data Stores
The Sybase Solution
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)
Technical Architecture DODS 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.
Operational Data Store: Components Operational Data Store
Non intrusive, risk free
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 Minimum Configuration Storage Software Server Component
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
‘ Near real time’ loading
Hundreds of GB per hour.
Manage hundreds of Terabytes storage
Start small and scale
Users accessing information through any SQL Reporting Application
i.e.. Business Objects, Cognos, SPSS, MicroStrategy and ACCESS…..
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 data Provide 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 Multiplex Results: 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 savings in report development costs
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."
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 logs Provide analysis tools to maximize customer service Avoid the ballooning costs of data management Solution: Sybase Adaptive Server IQ Multiplex Results: 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)
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 Multiplex Results: 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 tasks Competition : Oracle (25TB vs Sybase 5TB) NCR Teradata (hardware scalability, poor integration, cost)
Case Study - HIRA Han Beom‑su, 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.”
Sources of Customer Data LOB APPS Flat Files Other Data Marts External Data Data Acquisition Layer Analytic Applications Customer Finance Products Supplier Industry Event Data Enriched Data Legacy APPS EDI ETL Present Results Analytics Data Warehouse Analytics Data Architecture Integrate Organize Analyze Present
Sybase Industry Warehouse Studio
Physical Data Model for an Enterprise Data Warehouse
Proven Methodology and Tools Necessary to Implement and Manage the IWS
CRM Analytics for all Industries
BPM Analytics for Specific Industries
IWS is Database Agnostic (use any database)
Sybase Industry Warehouse Studio Experience Provides Solid Foundation
Built on experience
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 the “best practices and domain knowledge” of industry experts as well as the best practices from the fields of data design and architecture
Leveraging the lessons learned from “hands on” experience gained over many years and numerous implementations of large scale data warehouse in vertical industries
The Underlying Philosophy Behind IWS
Sybase Industry Warehouse Studio Accelerates Development
Pre-defined business models – Enterprise Scope
Pre-determined database structures
Open Architecture – Database Agnostic
Sample Data + Sample Report Templates
Enterprise Analytic Data Modeling and Metadata Management Tools
Pre-developed Metadata Definitions
Integration with Leading ETL Tools
Integration with Leading BI Visualization Tools
1 st Application Implemented and Running in 60-120 days
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 Healthcare Insurance Treatment Media Telco Telco Utility
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
Loyalty Analytics .
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 base categorization
Qualitatively groups similar customers by demographics
Quantitatively groups similar customer by behavior
Marketing Effectiveness Sales Effectiveness Customer Loyalty Customer Care CUSTOMER
Sybase Industry Warehouse Studio Supports Telco Analytics!
What if you could…
Identify and respond to changes in traffic patterns?
Determine your most profitable customers and channels?
Anticipate customer churn by customer attributes?
Discover trends in network repair?
Identify your most successful marketing campaigns?
High Volume Analysis
Rated & Unrated Calls
Marketing Campaign Analysis
Generic Call Facts
Key Subject Areas
Sybase Industry Warehouse Studio Supports Media Analytics!
What If You Could ...
Target marketing requirements for your customers as well as your advertisers?
Integrate existing products such as ROP, preprints, direct mail, telemarketing, Internet, etc into customer focused messages?
Understand the attributes of your customers as to both demographic and lifestyle data?
Understand your target audience for circulation and advertising?
Advertising Sales Analysis
Marketing Campaign Analysis
Home Delivery Analysis
Key Subject Areas
Sybase Industry Warehouse Studio Supports Financial Services Analytics!
What If You Could ...
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
Sybase Industry Warehouse Studio Supports Insurance Analytics!
What If You Could ...
Identify customers likely to increment their policies within a year?
Identify the total claims liability after a natural disaster?
Analyze the demographics and psychographics of your customers?
Identify customers who will be experiencing a major life event such as marriage, birth or retirement?
Develop an up-to-date view of the total relationship with your customers?
Underwriting & Policy Analysis
Marketing Campaign Analysis
Key Subject Areas for Insurance
Sybase Industry Warehouse Studio Supports Healthcare Analytics!
Sybase Industry Warehouse Studio Packaged Data Warehouse Infrastructure NOTE: YELLOW box items are NOT included in the IWS Warehouse Control Center Meta Data Management TABLE TABLE TABLE TABLE TABLE Industry-specific Data Models Sybase Power Designer Multi-Dimensional Design Tool Data Warehouse “ Open RDBMS*” ORACLE, IBM, MICROSOFT, NCR, SYBASE, etc. (i.e.: Informatica) ETL Tool Sample Data General - Representative Systems Integrators Guide Project Plan Implementation Protocol BI Partners IWS Analytic Applications
Sybase Solutions in End-to-end BI Platform Integrate Organize Analyze Present Decisions Sources Sybase ASE LOB APPS Flat Files Other Data Marts External Data Legacy APPS Others: GROUP 1 Others: SAS Others: IBI Focus
Select List of Global Business Intelligence Client and Partners ERICSSON Scottish Widows Insurance Guardian Life Insurance