T
echnology
S
olution
S
elling
W
orkshop
Oracle Data Warehouse
Prepared By: APAC Technology Readiness Team
APAC Technology Business Unit
<Insert Picture Here>
Agenda
•
Market Overview/Setting the Scene
•
High Level Oracle Solution Overview
•
Customer Pains (x 3)
•
Market Analysis
•
Competitive Highlights
•
Objection handling
3
The Business Drivers
•
How did sales do this quarter and what is
the year over year growth?
•
How much revenue is driven by my
current marketing campaign?
•
What is the turnover in employees
compared to the last 2 years?
•
Why are they leaving?
•
What is the expected revenue next year?
•
Which products can I upsell/cross-sell and
to which customers?
•
Moore’s Law: CPU’s double in speed every 18 months
•
Growing Data Volumes: Winter Corp Top Ten Survey
shows similar increases in database size
–
However, Disk Speeds are lagging ….
The Data Warehouse Challenge
Database Size (TB)
Size of the largest data warehouse in TopTen Programs
5 FRAGMENTED DATA SOURCES AD-HOC PROCESS MULTIPLE ROLES
DISPARATE BI TOOLS AND REPORTING SYSTEMS DIFFERENT METRICS
F
IN
A
N
C
E
PL
A
N
N
IN
G
OPER
A
T
ION
S
HIRING QUALITY EBITDA BRAND?
?
SERVICE LEVELS COMPANY HEALTH?
?
?
GOAL PLAN REPORT MODEL Multiple POINT APPLICATIONS Multiple LEGACY APPLICATIONS Multiple SUPPLY CHAIN Multiple ERP Multiple DATA WAREHOUSESYour Infrastructure?
CUSTOMER SERVICE MARKETING EXECUTIVE FINANCE HUMAN RESOURCES ANALYZEWhat will drive the Data Warehouse
market?
•
Explosive growth in data volumes
•
Need for accurate, timely information for Decision
Making and Compliance
•
Awareness of the value of information as a
competitive edge
7
Source: IDC, August 2010 – “Worldwide Data Warehouse Platforms Software 2009 Vendor Shares”
Oracle #1 for Data Warehousing
Oracle 32%
IBM 21% Microsoft 15% Teradata 9%<Insert Picture Here>
Agenda
•
Market Overview/Setting the Scene
•
High Level Oracle Solution Overview
•
Customer Pains (x 3)
•
Market Analysis
•
Competitive Highlights
•
Objection handling
9
<Insert Picture Here>
Agenda
•
Market Overview/Setting the Scene
•
High Level Oracle Solution Overview
•
Customer Pains (x 3)
•
Market Analysis
•
Competition
•
Competitive traps
•
Objection handling
•
Take-away
11
Pain #1: No single source of truth
•
Multiple interpretations
•
Wrong decisions made
•
Reduced service levels – Customer, Staff,
Stakeholders
Pain #2: Unable to get information in a
timely manner
•
Slow reaction to environment changes
•
Opportunity loss
•
Constant pressure on staff
•
Non-optimal use of resources
13
Pain #3: High operational cost
•
Erode profit margin
•
Decrease in shareholders’ returns
•
Could lead to outsourcing
Uncover the Pains
High Yield Questions
•
What is the impact if you do not have accurate financial information?
•
How do you ensure information accuracy with your current system?
•
How quickly can you get the right information for decision-making?
•
How many data marts (or reporting systems) do you have to maintain?
•
What quality of service (performance, security and availability) levels do you have
to attain?
•
How long does it take for information to become available to end-users?
•
Is your IT staff over burdened with end user requests for reports?
•
How do you accurately know the performance of your products across multiple
regions/ time?
•
How many systems must you access to get the complete information you need?
•
How quickly can you identify your best/worst selling products, customers, and
suppliers?
•
How easily can you add new data sources for reporting?
•
How do you plan to improve information access without increasing substantial
cost?
CIO
Chief Architect
S&M Director
15
17
17
17
Oracle Data Integrator
Conventional ETL Architecture
Extract Transform Load
Next Generation Architecture
“E-LT”
Load Extract
Transform Transform
Conventional: Separate ETL Server
• Proprietary ETL Engine
• Poor Performance
• High Costs for Separate Standalone Server
• IBM & Informatica’s approach
Oracle: No New Servers
• Lower Cost: Leverage Compute Resources &
Partition Workload efficiently
• Efficient: Exploits Database Optimizer
• Fast: Exploits Native Bulk Load & Other
Database Interfaces
• Scalable: Scales as you add Processors to
Source or Target
Benefits
• Optimal Performance & Scalability
• Better Hardware Leverage
Oracle GoldenGate
The Solution for Enterprise-wide Real Time Data
Needs
Real-time
information
Oracle GoldenGate
delivers
real-time access
of
real-time information
, enabling
companies to dramatically improve the
availability, reliability
, and
performance
of
critical data
across enterprise systems.
Database and
applications, Mixed
sources, distributed
systems, legacy,
OLTP, OLAP
Mission Critical
Applications & Data,
Business Intelligence,
Reporting for
Customers, Partners
& Employees
19
Oracle GoldenGate Use Cases
Enterprise-wide Solution for Real Time Data Needs
•
Standardize on
Single
Technology
for Multiple Needs
•
Deploy for Continuous
Availability
and
Real-time Data
Access for Reporting / BI
•
Highly Flexible
•
Fast Deployments
•
Lower TCO & Improved ROI
Log Based, Real-Time Change Data
Capture Heterogeneous Source Systems EDW ODS EDW Disaster Recovery, Data Protection Zero Downtime Migration and Upgrades Operational Reporting Real-time BI Standby (Open & Active)
Reporting Database OGG ETL ETL Query Offloading Data Distribution
21
Fusion
Middleware
Automatic Storage
Management
Real
Application
Clusters
Enterprise Grid Computing
Reduce High Operational Cost
• Database Enterprise Edition (ASM), RAC
Large Table
Difficult to Manage
Partition
Divide and Conquer
Easier to Manage
Improve Performance
Composite Partition
Better Performance
More flexibility to match
business needs
Transparent to applications
Partitioning in Oracle Database 11g
23
Advanced Compression
Significantly Reduce Storage Costs
•
Compress large application tables
•
Transaction processing, data warehousing
•
Compress all data types
•
Structured and unstructured data types
•
Improve query performance
•
Cascade storage savings throughout data center
Compression
Data Masking
What
•
The act of anonymizing customer,
financial, or company confidential
data to create new, legible data
which retains the data's properties,
such as its width, type, and format.
Why
•
To protect confidential data in test
environments when the data is used
by developers or offshore vendors
•
When customer data is shared with
3
rdparties without revealing
personally identifiable information
LAST_NAME SSN
SALARY
ANSKEKSL
111-23-1111
40,000
BKJHHEIEDK
111-34-1345
60,000
KDDEHLHESA
111-97-2749
80,000
FPENZXIEK
111-49-3849
45,000
LAST_NAME SSN
SALARY
AGUILAR
203-33-3234
40,000
BENSON
323-22-2943
60,000
D‟SOUZA
989-22-2403
80,000
FIORANO
093-44-3823
45,000
25
•
Analytic computations
done by the database
•
OLAP
•
Data Mining
•
Statistics
•
Scalability
•
Security
•
Simplicity
•
Single source of Truth
•
Low information latency
OLAP
Data Mining
Statistics
Bring the Algorithms to the Data
27
Excel XML OLTP & ODS
Systems
Oracle, PeopleSoft, JDE Siebel, SAP, Fusion
Business Process Data Marts Data Warehouse Database Machine OLAP Cubes
Oracle‟s Enterprise Performance Management System
Complete, Open, Integrated
Fusion Middleware
Interactive Dashboards
Reporting &
Publishing AnalysisAd-hoc Detect & Alert DisconnectedMobile & IntegrationOffice Search Embedded
ERP Analytics Strategy Management Financial Close and Reporting Planning & Forecasting Profitability Management CRM Analytics Industry Analytics Essbase
BI Server ManagementDimension Predictive Analytics
Common Enterprise Information Model
Business
Intelligence
Foundation
EPM and BI
Applications
Information
Delivery
30
Oracle Exadata Database Machine
•
Best for Data Warehousing
•
Parallel query on memory or Flash
•
Compressed 4TB of data in DRAM, 50 TB
in flash
•
10x compressed tables with storage offload
Quelle GmbH Doubles the Performance at
Half the Cost
•
Performance Doubled; Costs Halved
•
Replaced HP Superdome with 12 HP-DL 580 computers running on Oracle Real Application Clusters.
•
Integrated 12 servers, achieving a 17 terabyte capacity.
•
Standardized reporting provides more than 200 users with nearly 300 key indicators for 10 dimensions
•
Customer Behavior Forecast Using Operative CRM
BUSINESS CHALLENGE
•
Integrate various data sources
•
To develop efficient, high-availability platform
•
Difficult to analyze the data and align it with
customer preferences
•
Expensive Symmetric Multiprocessing (SMP)
architecture
RESULTS
ORACLE SOLUTION
•
Oracle Database 11g
•
Oracle Data Warehouse
•
Oracle Application Server
•
Oracle Business Intelligence
•
Oracle Real Application Clusters
32
Benefits per Role
•
Accurate information for proper decision making
•
Better use of scarce resource, ensures better ROI
•
Able to perform scenario planning from accurate, timely data
•
Able to allocate more budget for other business initiatives
•
Provide IT credibility to business user
•
Ensure SLAs are met
•
No need to troubleshoot disparate information interpretations
•
Improve services to end users
•
No more bottlenecks in report generation
•
Able to track key KPIs
•
Improve customer service levels
•
Able to quickly react to changes in market demand
•
Competitive edge against competitors
CIO
Chief Architect
S&M Director
CFO
•
Simpler and agile architecture for sustainable growth
•
More effective use of data
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Agenda
•
Market Overview/Setting the Scene
•
High Level Oracle Solution Overview
•
Customer Pains (x 3)
•
Market Analysis
•
Competitive Highlights
•
Objection handling
34
Magic Quadrant for Data Warehouse
Database Management Systems, 2010
Magic Quadrant for Business
Intelligence Platforms, 2010
36
The Forrester Wave: Predictive Analytics
And Data Mining Solutions, Q1 „10
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Agenda
•
Market Overview/Setting the Scene
•
High Level Oracle Solution Overview
•
Customer Pains (x 3)
•
Market Analysis
•
Competitive Highlights
•
Objection handling
38
IBM
STRENGTHS•
Market presence
•
Hardware bundle
•
Partner network
•
Strong services arm (IBM GSA)
•
Netezza inclusion
WEAKNESSES
•
Scalability - works best in SMP boxes
•
Complex to setup and use
•
High cost of ownership
•
Netezza is not integrated in IBM’s sales
•
Highlight Oracle market leadership – 40%
•
Position Exadata which is best for data warehousing
•
All in one technology that saves cost and ensures performance – ETL, RAC,
Compression, Partitioning, OLAP, Data Mining and Security
RECOMMENDATIONS
•
Oracle is the data warehouse market leader 40% vs IBM 23%
•
How do you scale to address Data Warehouse growth over time (SMP vs RAC)?
•
Oracle tops IBM in TPC-H performance tests in 300Gb, 1Tb, 3Tb, 30Tb segments
•
For large data warehouses, Oracle offers Exadata that are much more cost effective to
deliver superior performance
Teradata
STRENGTHS•
Mindshare, buzz
•
Referenced sites
•
Data models
WEAKNESSES•
Proprietary hardware
•
Limited skilled implementation expertise
•
Costly maintenance
•
Stress proprietary nature of such appliances
•
Stress lack of ready skilled resources for implementation and support while Oracle has a
large partner network and customers can leverage inhouse Oracle DBAs as well
•
Leadership in Data Warehouse space
•
Oracle has an end-to-end offering from ETL, Database, BI, OLAP, Data Mining while the
appliance sellers address only the storage aspects
RECOMMENDATIONS
•
Oracle is data warehouse market leader 40% vs Teradata 11%
•
Why introduce a proprietary set of hardware and software when you’re already running
your business on Oracle?
•
How about availability of implementation expertise and on-going support?
•
Can you scale easily and linearly beyond your initial estimated data size?
CONCERNS TO RAISE40
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Agenda
•
Market Overview/Setting the Scene
•
High Level Oracle Solution Overview
•
Customer Pains (x 3)
•
Market Analysis
•
Competitive Highlights
•
Objection handling
Overcoming Common Objections
Sample objections & suggested responses
Objections
Suggested Response
Our data warehouse will be very large and
continue to grow; don't I need an NCR Teradata or IBM DB2 solution?
•No, the world's largest data warehouses are built on Oracle
•.Why waste your budget on proprietary hardware and software that cannot scale?
•Some of our customers are Yahoo, Amazon, Egg Bank, Burlington Coat Factory, Giant Eagle and many others who have multi-terabyte data warehouses that can scale out at low cost
We're considering appliances like Netezza, Datallegro, etc. for our data warehouse; Oracle doesn‟t do appliances.
•Oracle offers Optimized Warehouses by working closely with the industry's leading computer manufacturers (including IBM, HP, Sun and Dell/EMC) to offer customers a choice of tested data warehousing configurations on a choice of platforms.
•Sun Oracle Database Machines is a pre-configured appliance for large data warehouses
We'd like to consolidate our data marts, but are concerned about the challenges of managing very large volumes of data
•With features like advanced partitioning and compression, Oracle makes it easier to manage large volumes of data.
•You can efficiently manage your data warehouse from a single management console and make use of the latest self-tuning and self-diagnosing features of Oracle Database 11g
42
Overcoming Common Objections
Sample objections & suggested responses
Objections
Suggested Response
Oracle doesn‟t have any ETL or data cleansing capabilities; we‟ll have to buy additional 3rd party tools
•Wrong; Oracle Warehouse Builder is part of the database and it is optimized to prepare and cleanse data for storage in an Oracle Data Warehouse and analysis by Oracle or 3rd party BI tools. Oracle also offers the Oracle Data Integrator with richer ETL capabilities.
Market leaders like SAS has an end-to-end solution but not Oracle, especially in the area of analytics
•In fact, Oracle is more able to provide an end-to-end BI/DWH offering than SAS as 40% of the market relies on Oracle database for their data warehouse storage. In addition, Oracle offers the Oracle BI Enterprise Edition, Oracle Warehouse Builder for ETL, OLAP and Data Mining in an integrated stack
•Most of SAS’ implementations deploy Oracle as the warehouse
Teradata and IBM
provides Data Models but Oracle doesn‟t
•No data model in the world is perfect and not easily extensible
•The data models are usually too complex to use and maintain. The customer business is usually made to fit the model instead of the model fitting the business
•Oracle offers the Retail Warehouse Model and the Banking and Telco Model are being developed
Microsoft bundles all their technology like ETL, Analytical Services and database for a complete suite. Why should we buy Oracle?
•Oracle offers industry-strengths solutions for the complete data warehouse stack of ODI for ETL, DB 11gR2 for data warehouse and OBIEE for Business Intelligence. Each of these products are leaders within their space and yet integrated for a complete and scalable solution. So now you have the best of breed within a single stack. In addition, you can leverage all the world-class security and management features and options from Oracle DB.
•Microsoft’s products are meant for small departmental deployments or test environment and they are not validated to be able to scale for enterprise deployment purpose.
<Insert Picture Here>
Agenda
•
Market Overview/Setting the Scene
•
High Level Oracle Solution Overview
•
Customer Pains (x 3)
•
Market Analysis
•
Competitive Highlights
•
Objection handling
44 Par titi o n OLA P R A C D ata M in in g Co m p re ssi o n
What can you sell?
Comp
le
te,
Integra
ted
Oracle Database Machine + Exadata Storage Oracle BI Enterprise Edition Plus
Industry Data Model
Oracle Database Enterprise Edition
Oracle BI Applications
Retail Comms FinServ Oracle App
•
Industry-specific DW data
models
•
Retail today
•
Others coming :
•
Telecommunications
•
Financial Services
•
Industry LDM
•
CGBU/ FSGBU/ RGBU
•
Oracle Core-Tech product
En te rp ri se M an ag e r Se cu ri ty
