Business is in love with data and demands ever faster, ever greater access to data in order to prosper these days. Online affiliate marketing network LinkShare discovered the virtues of Oracle Exadata in delivering data at both the volume and speed its customers required in designing and executing effective online marketing strategies, according to David A. Kelly in his article "Oracle Exadata at Work" in the September/October 2010 issue of Oracle magazine.
LinkShare's customer base queries and analyzes deep historical data from past marketing campaigns to determine its effectiveness and to design improved campaigns in future. Oracle Exadata's massively parallel architecture and wide InfiniBand network constitute both a high-performance data warehousing and online transaction processing (OLTP) solution that provides the data bandwidth between the database server and storage to deliver extreme performance for all data management applications, Kelly writes.
According to Jonathan Levine, LinkShare CIO, With Oracle Exadata were finding that data loads much faster and our queries come back much faster than they do from the previous data warehouse. Our customers will be able to do analytics more effectively because they can do them faster.
Exadata's capabilities drew praise also from Merv Adrian, a principal at the consulting firm IT Market Strategy, who said, Its not a proprietary, closed environment. Its the worlds most widely distributed database, and people know how to build on top of it.
An integrated software and hardware package based on familiar Oracle solutions saves adopters training time and costs for additional personnel, several spokespersons have noted. Adrian, for one, observed that Organizations dont want to send their personnel off for classes to learn new hardware or spend time installing and tuning all the different components.
Adrian also speculates on the evolutionary path users of Exadata will discover as they begin to employ the solution as a transaction processing data warehouse able to answer such questions as what other products in a company's line might a particular customer be interested in.
Amtrak is another enterprise that has begun to deploy Oracle Exadata in the management of its resources and services. Kelly writes that "Amtrak recently rolled out its first Oracle Exadata-based solution, a dashboard for its board of directors that covers nine key performance indicators, including cost recovery ratio, ridership, on-time performance, and safety. It draws on five subject areas and seven large fact tables and provides a 40-second response time scanning 150 million rows of data using the Oracle Database Machine."
It has very good performance, and were very pleased with it, says Jennifer Kao, manager, enterprise data warehouse, at Amtrak.
The fact that Oracle Exadata is an integrated system appealed to the railroad, whose senior director of enterprise services, Steve Trus, said, We really liked the idea of the database appliance and the integrated combination of hardware and software. That way, we dont have to worry about upgrading it, or hardware and software mismatches. Its much easier.
Amtrak's experience with earlier Oracle solutions also smoothed the way in terms of a shorter learning curve for its staffers. This reality will continue to deliver future dividends since, by the end of 2011, Kao expects that data warehouse will hold up to 3 terabytes of data and support more than 500 concurrent business intelligence users throughout Amtrak, Kelly writes.
Another enterprise that has found profit in adopting Oracle Exadata is TUI Netherlands, a division of TUI Travel PLC, a tour operator with more than a million customers. The need at TUI was for a system that would enable the company to balance all of the components of a travel package simultaneously, since changes in any one of them could affect the cost and even the viability of a tour.
Using its legacy system, Kelly writes that " ... at one point in 2009 TUI found itself several days behind on calculations it needed to complete."
We ended up in a position where our systems couldnt calculate the correct availability in time for our customers, says Eli Lysen, company CIO. That was a big reason for our purchase of Oracle Exadata. We needed much more power in our OLTP systems. Oracle Exadata has given us that power, and our calculations department is running many more calculations than it ever has in the past.
Commenting on the reliability of Oracle Exadata, Lysen stated that, "... with Oracle Exadata, we have a stable system. We dont have to check it all the time. It just works.
Oracle Magazine September - October 2010
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