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Analytic World and Oracle’s Approach

Tolga YILDIRIM - BI Presales Manager (EE-CIS)

Despite pressure on IT spending �

“Gartner EXP Worldwide Survey of More than 1,600 CIOs Shows IT Budgets in 2010 to be at 2005 Levels”

Gartner Press Release - January 19, 2010

� Business Intelligence remains a top priority

2Copyright © 2010 Oracle Confidential 2 OCDM Technical Training

Top 3 Business Priorities for 2010

1. Business process improvement

2. Reducing Enterprise Costs

3. Increasing the use of Information/Analytics

� Business Intelligence remains a top priority

Q: Why can’t I get access to the

data I need for decision making ?

Q: Why do I have so many duplicate

copies of data? Much of it is inaccurate!

Q: Why are my applications

referring to last week’s numbers?

Information Management Challenges

3

Trusted Information

• Accurate

• Consistent

• Quality

Accessible Information

• Available

• Secure

• Reliable

Up-to-Date Information

• Fast access

• Multiple sources

• Actionable

Performance Management

Custom Reporting

PackagedApplications

BusinessIntelligence

Analytics

Data FederationData MartsData Silos Data Hubs

DataMigration

DataReplication

Data Warehousing

Today’s Reality Not planned, not consistent, not secure, difficult to change, etc..

4– 4 –

OLTP & ODSSystems

DataWarehouseData Mart

SAP, OraclePeopleSoft, Siebel,

Custom Apps

FilesExcelXML

Federation

Custom

Data Marts

Data AccessData Silos

SQLBatch Scripts

Data Hubs

OLAP

Java

SOLUTION IS;

• “Enterprise” Data Warehouse

environment instead of having

departmental reporting silos

• Single BI tool to satisfy all reporting

5

• Single BI tool to satisfy all reporting

needs

WHAT IS DATA WAREHOUSE?

A data warehouse (DW) is a database used for

reporting. The data is offloaded from the

operational systems for reporting. The main

source of the data is cleaned, transformed,

catalogued and made available for use by

6

catalogued and made available for use by

managers and other business professionals

for data mining, online analytical processing,

market research and decision support.

Challenge: Much More Data to AnalyzeData Warehouse Size and Growth

7

Source: TDWI Next Generation Data Warehouse Platforms Report, 2009

Challenge: User Requirements Not MetHigh Churn in Data Warehouse Platforms

8

Source: TDWI Next Generation Data Warehouse Platforms Report, 2009

Reference ArchitectureMajor Components

9

Reference ArchitectureMajor Components – Data Sources

10

Reference ArchitectureMajor Components – Information Management

11

Reference ArchitectureMajor Components – Information Access

12

Reference ArchitectureLoad Process – from sources

13

Reference ArchitectureLoad Process – to Data Warehouse

14

Reference ArchitectureInformation Provisioning

15

EXADATA - ORACLEEXADATA - ORACLE

• Sales Analysis

• Forecasting

• Inventory Analysis

OLAP

Moving toward a Clean Architecture

OBIEEFoundationInteractive Dashboards

Ad-hoc Analysis

Reporting &Publishing

16


• Market Basket

Analysis

• Loss Analysis

• Customer Loyalty

Analysis

Data Mining

GoldenGate Oracle Data Integrator

Scorecards

Detect& Alert

Office Integration

ESSBASE

EXADATA - ORACLEEXADATA - ORACLE

• Sales Analysis

• Forecasting


OLAP

Moving toward a Clean Architecture

EXALYTICS

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• Market Basket

Analysis

• Loss Analysis

• Customer Loyalty

Analysis

Data Mining

GoldenGate Oracle Data Integrator

TimesTen for Exalytics

Memory Optimized Essbase

OBI Foundation

18

Oracle Golden Gate

Oracle GoldenGate : One Line SummaryThe Solution for Enterprise-Wide Real-Time Data Needs

Real-timeinformation

Database and applications, Mixed sources, distributed

systems, legacy, OLTP, OLAP

Mission Critical Applications & Data, Business

Intelligence, Reporting for

19

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.

OLTP, OLAP Reporting for Customers, Partners & Employees

Real-time Access

20

Exadata as Ideal Platform for DW

Oracle Exadata Database MachineThe Ideal Data Warehousing Platform

• Improve query performance by 10x

– Better insight into customer requirements

– Expand revenue opportunities

• Consolidate OLTP and analytic workloads

– Lower admin and maintenance costs

21

– Lower admin and maintenance costs

– Reduce points of failure

• Integrate analytics and data mining

– Complex and predictive analytics

• Lower risk

– Streamline deployment

– One support contact

Why is Exadata Fast?

• Exadata off-loads data intensive processing to the storage– Row filtering based on “where” predicate

– Column filtering

– Join filtering

– Incremental backup filtering

– Storage Indexing

– Scans on encrypted data

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– Data Mining model scoring

• Database Machine delivers a high speed IO subsystem

• Exadata delivers smart flash cache for all workloads

Select sum(sales)where salesdate=‘22-Jan-2010’B

Return entire Sales table

Traditional Query

What Were Yesterday’s

Sales?

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Sum

• Data is pushed to database server for processing

• I/O rates are limited by speed and number of disk drives

• Network bandwidth is strained, limiting performance and concurrency

Discard most of

sales table

Select sum(sales)where salesdate=‘22-Jan-2010’B

Return Sales for Jan 22 2010

Exadata Smart ScanImprove Query Performance by 10x or More

What Were Yesterday’s

Sales?

24

Sum

• Off-load data intensive processing to Exadata Storage Server

• Exadata Storage Server only returns relevant rows and columns

• Wide Infiniband connections eliminate network bottlenecks

Exadata Storage IndexTransparent I/O Elimination with No Overhead

• Exadata Storage Indexes maintains summary information about table data in memory

– Stores MIN and MAX values of filter columns

– Typically one index entry for every MB of disk

• Eliminates disk I/Os if MIN and MAX can never match “where” clause of a query

– “Negative index”

• Completely automatic and transparent

2525

Order_date Ship_date Cust_ID

Prod_ID

Amount

03-SEP-2009 19-SEP-2009 10075 32932 10,000.00

03-SEP-2009 05-SEP-2009 20098 20098 20,000.00

03-SEP-2009 07-OCT-2009 10089 20010 15,000.00

03-SEP-2009 01-OCT-2009 20100 10000 35,000.00

03-SEP-2009 19-OCT-2009 80300 30000 10,000.00

03-SEP-2009 03-NOV-2009 10000 2030 40,000.00

MIN ship_date = ’01-OCT-2009’MAX ship_date = ’03-NOV-2009’

Select * from orders where ship_date < ’31-SEP-2009’

Only first set of rows can match

MIN ship_date = ’19-SEP-2009’MAX ship_date = ’07-OCT-2009’

Exadata CompressionReduce Disk Space Requirements

1.4x

2.5 xOracle

Oracle

Advanced

Compression

26

3x

10x15x

2.5 x

UncompressedData

Data Warehouse Appliances

OLTP Data

DW Data

Archive Data

Oracle

Hybrid

Columnar

Compression

Compression

27

Advanced Analytics

Built-in Analytics Secure, Scalable Platform for Advanced Analytics

Oracle Data Mining

Oracle OLAPAnalyze and summarize

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• Complex and predictive analytics embedded into Oracle Database 11g

• Reduce cost of additional hardware, management resources

• Improve performance by eliminating data movement and duplication

Oracle Data MiningUncover and predict

Summary ManagementImprove Response Time with Materialized Views

DateSQL QuerySales by

Date

Sales by Product

Sales by Region

Sales by Channel

Region

Query Rewrite

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• Pre-summarized information stored within Oracle Database 11g

• Separate database object, transparent to queries

• Supports sophisticated transparent query rewrite

• Fast incremental refresh of changed data

Products Channel

Materialized ViewsRelational Star

Schema

Region Date

Cube Organized Materialized Views

SQL Query

Automatic

Query Rewrite

Summaries

30

• Exposes Oracle OLAP cubes as relational materialized views

• Provides SQL access to data stored in an OLAP cubes

• Any BI tool or SQL application can leverage OLAP cubes

Products Channel

Automatic Refresh

Oracle Data MiningFind Hidden Patterns, Make Predictions

Retail Financial Services

• Customer Segmentation

• Response Modeling

• Credit Scoring

• Possibility of default

Communications Utilities

• Customer churn

• Network intrusion

• Product bundling

• Predict power line failure

Healthcare Public Sector

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• Collection of data mining algorithms that solve business problems

• Simplifies development of predictive BI applications

• Embedded in Oracle Database instance and storage

Healthcare Public Sector

• Patient outcome prediction

• Fraud detection

• Tax fraud

• Crime analysis

Oracle #1 for Data Warehousing

32Source: IDC, July 2009 – “Worldwide Data Warehouse Management Tools 2008 Vendor Shares”

33

Oracle Data Integrator

Oracle Data Integrator

Data Movement and Transformation from Multiple

Sources to Heterogeneous Targets

B E N E F I T D I F F E R E N T I A T O R

1 Best Performance Heterogeneous “E-LT”

34

1 Best Performance Heterogeneous “E-LT”

2 Productivity Declarative Design

3 Real-time Integration Declarative CDC

4 Hot-Pluggable Knowledge Modules

5 Native SOA SOA-friendly Architecture

Differentiator: E-LT ArchitectureHigh Performance

Transform in Existing RDBMS

� High Performance

Conventional ETL Architecture

Extract LoadTransform

Conventional ETL Architecture

Extract LoadTransformExtractExtract LoadLoadTransformTransform Transform in Separate ETL Server

� Poor Performance

� High Costs

�Proprietary Engine

�Proprietary Language

35

� High Performance

� Easier to Manage & Lower CostNext Generation Architecture

“E-LT”“E-LT”LoadExtract

Transform Transform

Next Generation Architecture


Transform Transform


TransformTransform TransformTransform

�Proprietary Language

�Leverage RDBMS

�Native SQL

Differentiator: Declarative DesignProductivity

Conventional ETL DesignSpecify ETL Data Flow Graph

• Developer must define every step of Complex ETL Flow Logic

• Traditional approach requires specialized ETL skills

• And significant development and maintenance efforts

Declarative Set-based Design

36

Declarative Set-based Design

• Simplifies the number of steps

• Automatically generates the Data Flow whatever

the sources and target DB

Benefits

� Significantly reduce the learning curve

� Shorter implementation times

� Streamline access to non-IT pros

ODI Declarative Design

Define How: Built-in Templates

Define

What

You Want

Automatically Generate

Dataflow

11 22

Oracle Data Integrator “Interface”

11 Define What You Want


Targets • Sources • Transforms

37

“Interface”

Declarative Design



11 Define What You WantTargets • Sources • Transforms

38

“Interface”

Declarative Design




39

“Interface”

Declarative Design

22 Define How to Do It: Select Template

Bulk Load • Changed Data Capture • Incremental Update • Slowly Changing Dimension


33 Automatically Generate

Data flows



40

“Interface”

Declarative Design

22 Define How to Do It: Select Template

Bulk Load • Changed Data Capture • Incremental Update • Slowly Changing Dimension

Differentiator: Declarative CDCReal-Time Business Intelligence

� High efficiency of integration by reducing the volume of source

data processed in the flow

� Reduced implementation time

CDCCDC

41

� Tracking and moving just the changed data

� Declarative set-based mapping

� Ensured Data Consistency

Differentiator: Knowledge ModulesHot-Pluggable: Modular, Flexible, Extensible

DESIGN: Declarative Design

42

Reverse

Journalize

Load

Check

IntegrateServices

IMPLEMENTATION: Extensible “Knowledge Module” Templates

CDC

Sources

Staging Tables

Error Tables

Target Tables

WS

WS W

S

Heterogeneous Sources & Targets

• Generic SQL DB

• Oracle DB 9i

• Oracle DB 10g

• Oracle DB 10g XE

• IBM DB2/400

• IBM DB2/UDB

• IBM Informix SE

• IBM LDAP Server

• MS SQL Server 2000


• Netezza Performance Server 2.2.1

• Hyperion Essbase

• PostgresSQL 8.1

• MySQL 4.0

• MySQL 5.0

• Oracle BI Suite 10g

• Oracle BAM 10g

• Oracle Internet Directory 9i

• OpenLDAP 2.3

• Siebel CRM 7.8

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• MS SQL Server 2005 SE

• MS Office Access 2000

• MS Office Excel 2000

• MS Active Directory

• Sybase ASA 8.x & 9.x

• Sybase IQ 12.x

• Sonic MQ v7.0

• Teradata V2R5.x

• Teradata V2R6.x

• Siebel CRM 7.8

• JD Edwards

• PeopleSoft

• SAP R/3

• Oracle EBusiness Suite

• Oracle AQ 10g

• Oracle SOA Suite

• Oracle ESB 10g

• SalesForce.com App Exchange

• Any JMS Standard Implementation

Data Flow Services1. Expose transformations as Web Services

2. Orchestrate data flows

3. Publish data flows as web services in

your SOA infrastructure

SOA Infrastructure

Services

Data Access

Transform

Business

Business Processes

ESB

Bulk Transf

.

Differentiator: SOA-friendly Architecture Native SOA

44

Data Access Services1. Generate and share data access

services

2. Generate and deploy data services

3. Test data services

4. Leverage data services in your SOA

infrastructure

SOA Infrastructure

Services

Data Access

Transform

Business

Business Processes

ESB

45

Oracle Business Intelligence 11gMost complete. Most integrated.

Lowest TCO Among Mega-vendorsAccording to Gartner

46

InteractiveDashboardsOffice

Integration

Mobile Reports

Unified End User Experience Complete. Consistent. Accurate. Many Channels

Scorecards

47

Geospatial VisualizationApplications

& Portals

SearchAd-hocQueries

Collaboration

Interactive Dashboards


Ad-hoc Analysis

Detect& Alert

Office Integration

Search EmbeddedDataIntegration

Mobile Scorecards Collaborate

Open.Oracle Business Intelligence 11g

48

Common Business Intelligence FoundationCommon Business Intelligence Foundation

OLTP & ODSSystems

Data WarehouseData Mart


(Oracle, SAP, Others)

ExcelXML/Office

BusinessProcess

OLAPSources

Exadata Unstructured & Semi-Structured

Integrated.Oracle Business Intelligence 11g

Common Enterprise Information Model

• Common Metadata Foundation across all Data Sources



Ad-hoc Analysis

Detect& Alert

Office Integration



49

OLTP & ODSSystems




ExcelXML/Office

BusinessProcess

OLAPSources


• Common Metadata Foundation across all Data Sources

• Common Security, Access Control, Authorization, Auditing

• Common Request Generation and Optimized Data Access Services

• Common Clustering, Workload Management, & Deployment

• Common Systems & Operational Lifecycle Management



Ad-hoc Analysis

Detect& Alert

Office Integration



Complete.Oracle Business Intelligence 11g

50

OLTP & ODSSystems




ExcelXML/Office

BusinessProcess

OLAPSources


Common Business Intelligence FoundationCommon Business Intelligence Foundation

• Extensive user interface

improvements

• Find what you want quickly

Interactivity and VisualizationComprehensively Improved Ease of Use

51

• Do want you want easily

New Interactive Visualizations Interactive, Accessible and Intuitive

• Animated transitions

• Range and Paging sliders

• Legend-based interactions

• Master-Detail linking

52

• Master-Detail linking

• Extensive and extended charts

• Consistent, hi-fidelity charting across Oracle product line

Interactive AnalyticsPowerful Analysis interface for every class of user

• Powerful dashboards– Visually Appealing

– Intuitive

– 100% Thin Client

• Across all styles of analysis– R-OLAP, M-OLAP, Scorecards,

Reporting, Collaboration, Actions

• Across all Data Sources

53

• Across all Data Sources– Simplified model for users

– Federated data access

– On-the-fly calculations, even with complex share and time series

– Custom members & groups

– Share, collaborate, & publish

– Consistency & alignment

Location IntelligenceNew Depth and Breadth of Analysis

• Most BI data already contains

geographic dimension of analysis

• Deliver deeper analytical insights

through Spatial visualisation and data

• Increase the ROI of BI & GIS systems

54

In effect, Oracle is "flipping the switch" and turning spatial into a product feature when such a capability is needed. It will be daunting to compete against this company.

Microsoft, beware� we haven't heard much about geospatial and SQL Server integration lately� you are in danger of becoming a non-player. And IBM continues to play with ESRI only, and resists striking out on its own in what could be a missed opportunity.

Location IntelligenceWhere does it really matter?

Vertical Sectors� Agriculture

� Security and Defence

� Healthcare

� Utilities

� Travel & Transportation

� Telco

Functional Domains� Sales Analysis

� Fraud detection

� Impact Analysis

� Fleet Management

� Behavioural Analysis

55

� Telco

� Banks & Insurances

� Postal services

� Local & Central Government

� Environment

� .....

� Every entity providing services, or selling products, through an infrastructure deployed on the territory.

� Public Sector and Utilities are especially hot

� Behavioural Analysis

� Network Monitoring

� Resource allocation planning

� Customer Satisfaction

� Crime Analysis

� ......

Oracle Business Intelligence Mobile

• An option / feature of

Oracle BI 11g

• Enables iPads and

iPhones to become

another 1st class BI

56

another 1st class BI

channel

• Delivers mobile BI

instantly, leveraging

existing BI Foundation

First Closed-Loop BI SolutionAction Framework

THE OLD WAY THE NEW WAY

57

Disconnected. Open Ended. Integrated. Actionable.

SINGLE

11g Provides Creates Closed Loop Intelligent Business Processes

DETECT

•Business Events

•Business Conditions

•Key Performance Indicators

• Reporting and Alerting

• Initiate Business Processes & workflows

• Track and Monitor Progress SINGLE

58

SINGLE

ENTERPRISE

INFORMATIONMODEL

ANALYZEACT

• Ad-hoc OLAP query

• Interactive visualization

• Role-based dashboards

• Guided Navigation

ENTERPRISE

INFORMATIONMODEL

Intelligent Business ProcessSales Rep in Consumer Electronics Manufacturer

Initiates change request in order management system. Updates

Rep receives out of stock alert on iPhone. Unable to fulfill order for key account

on hot new product.

DETECT

59

Reviews all orders for customer with hot products and analyzes available to promise for replacement.

management system. Updates discount terms to reflect greater

discount.

SINGLE

ENTERPRISE

INFORMATIONMODEL

ACT ANALYZE

Actionable Business Intelligence Empower Users to take Appropriate Action

• Define Actionable response to insight

– Associate with key business conditions

• Navigate – guide users to relevant analysis,

web content and transactional systems

60

• Take Action – initiate workflows & business

processes, scripts and Java programs

Extensible, Secure, Action Framework for “User Driven Insight to Action”

Insight Driven Business ProcessesAlign Insight with Execution

1. BI on the Process• “Cycle time for order fulfillment has increased in the

last hour”

• “Field Service visits are running 90 minutes behind schedule”

2. BI within the Process• “Should I offer this customer a discount?”

Process Calls into BI

BI Analyzes Process Metrics

Oracle BI & BAM

61

• “Should I extend this customer’s credit?”

3. BI initiating the Process • “DSO for this customer is too high for 60-90 days.

Issue a credit hold.”

• “DPO for our #1 supplier is too high, initiate a payment action.

Invoke a Process from BI

Oracle BI

Oracle BI

Scorecards and KPIsNew in Oracle Business Intelligence 11g

• Integrated BI Component– KPIs as Core Metadata

– Thresholds, Owners, History

– Auto-Generated Interactive Analyses

– Linked objectives & Initiatives

• Automatic Detection

– KPI alerts triggered by thresholds

Strategy Trees

KPI Watchlists

62

– KPI alerts triggered by thresholds

• Strategy Visualization

– Strategy Maps and trees

– Cause and Effects

– Watchlists

– Annotations & Override

• All methodologies

– Balanced scorecard, 6 sigma, Baldrige

Cause and Effect

63

Oracle Exalytics

Oracle Exalytics

• Super fast R-OLAP and M-OLAP

• Super fast Financial & Operational Planning

• Optimized Hardware• Memory: 1 Terabyte DRAM• Processors: 40 Intel Cores

• Software Breakthroughs

64

• Software Breakthroughs• Adaptive In-Memory Caching• In-Memory Columnar Compression• Optimized Storage Block Access• Free Form Data Exploration• High Density Visualizations• Optimized for Exadata

• Best Cost/Performance

Oracle Exalytics – Under the Hood

TimesTen for Exalytics

1 TB RAM

65

In-Memory Analytics Software

Memory Optimized Essbase

Adaptive In-Memory Tools

1 TB RAM40 Processing Cores

High Speed Networking

In-Memory Analytics Hardware

Optimized Oracle Business Intelligence Foundation Suite

Exalytics Hardware ArchitectureRAM Machine Optimized to Run BI Foundation Suite

Memory

1 TB RAM, 1033 MHz

Compute

4 Intel® Xeon® E7-4870, 40 cores total

Networking

40 Gbps InfiniBand – 2 ports

66

40 Gbps InfiniBand – 2 ports

10 Gbps Ethernet – 2 ports

1 Gbps Ethernet – 4 ports

Storage

3.6 TB HDD Capacity

Oracle ExalyticsCustomer Results

• Largest mortgage provider in Denmark, major private bond issuer in Europe• Need to deliver outstanding performance for summary and transaction grain

analysis• 35X to 70X faster with Exadata + Exalytics

• Supplies automotive industry with market intelligence “PolkInsight”• Need highly interactive dashboards and visualizations for global analyst

community• > 10X faster on average and up to 100X faster in specific cases

• Large oilfield services company with about ~860 rigs deployed around the world

67

• Large oilfield services company with about ~860 rigs deployed around the world• Need to drive usage of packaged BI Applications across the organization• 5X shorter time to develop; 50X faster than a custom report (without tuning)

• Large cloud infrastructure services company• Need highly interactive visualizations for large numbers of individual analyst data

sets• Consistent Sub-second interactivity on par with desktop tools down from ~30 secs

• Global consumer pre-packaged foods company• Need more frequent planning and budgeting cycles for 2000+ users• 6X faster cycle time - 4 hours down from more than 24 hours

A Global CPG Company

References

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İletişim Finans/Bankacılık Sigortacılık Kamu

BI Türkiye Referansları

69

BI Türkiye Referansları

Otomotiv

Enerji / Maden

Üretim / Perakende SağlıkSağlık

70

Servis

ETĐMADENĐŞLETMELERĐ

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