® IBM Software Group IBM Business Intelligence Carolina Yalamova NDB Ltd. Page 1
IBM Software Group | DB 2 Information Management Page 2
IBM Software Group | DB 2 Information Management Anatomy of Business Intelligence Solutions Data §Transaction §Operational §Demographic §Lifestyle §Financial §Economic §Government §Associations Discovery §Customer segmentation §Demand & forecasting §Affinity merchandising §Product & customer profitability §Fraud patterns & profiles Business Actions §Customer retention programs §Where to advertise §Optimize mailing list §Maximize store layout §Cross-product marketing §Improved risk profiles §Funds allocation Page 3
IBM Software Group | DB 2 Information Management Why Should Customers Do BI projects Now? % 30 Average ROI = 431% 25 % of Clients 20 Achievin g This 15 ROI 10 5 1 -50 51 -100 101 -500 501 -1000+ % ROI Achieved Source: IDC, The Financial Impact of Business Analytics study, Nov. 2002 Page 4
IBM Software Group | DB 2 Information Management End-User's productivity Source: Gartner Group Page 5
IBM Software Group | DB 2 Information Management Business Intelligence Architecture Operational Databases Production Extract, transform, merge, load ETL metadata Clean it up Consolidate Enterprise Data Warehouse A single version of the truth Line of Business Data Marts Slices of data for departments End User Analytic Tools End user Delivery & analysis Data Mining Query & Reporting Spatial Page 6
IBM Software Group | DB 2 Information Management MOLAP, HOLAP, ROLAP Page 7
® IBM Software Group IBM Business Intelligence Software Overview Page 8
IBM Software Group | DB 2 Information Management The DB 2 Framework for Business Intelligence SQL XML PMML Administration Data Mining OLAP ETL Scalability DB 2 Information Integration Build BI function into the database, as part of an integrated BI platform, exposed solely through open, standard interfaces, and collaborating with partners for other layers of the BI architecture Page 9
IBM Software Group | DB 2 Information Management IBM Products Mapping Operational Databases Production Extract, transform, merge, load ETL metadata DB 2 ESE DB 2 Query Patroller DB 2 Cube Views DB 2 DPF Enterprise Data Warehouse Line of Business Data Marts End User Analytic Tools DB 2 WH Center DB 2 WH Manager DB 2 II DB 2 OLAP Server Data Mining Query & Reporting Spatial Intelligent Miner Spatial Extenders Office Connect QMF Alphablox Page 10
® IBM Software Group IBM Business Intelligence DB 2 Page 11
IBM Software Group | DB 2 Information Management Fast Data Access - Multidimensional Clustering § Data is organized on disk based on dimensions 4 Eg. store data on disk by Region and Year § Queries skip portions of table that we know don’t qualify 4 i. e. no need to scan 1997 data if query is asking for 2000 § Data automatically clustered 4 Never need to recluster data (i. e. no REORG) § Customer Quote: 4 “The new multidimensional data clustering capability has improved performance of our most complex queries by up to 30 times while removing the need for additional reorganization. ” Ken Ross, Senior Vice President and CTO, Thomson West Page 12
IBM Software Group | DB 2 Information Management Multi-Dimensional Clustering Advisor § The MDC advisor feature of the DB 2 Design Advisor recommends MDC clustering dimensions, including coarsifications on base columns in order to improve workload performance 4 This includes potentially recommending generated columns that define coarsification of dimensions. § Cost benefit analysis includes impact of MDC on Insert/Update/Delete activity against dimensions (which may cause records to move cells). § Cost benefit analysis also models the potential negative effect of MDC caused by table expansion. § The MDC advisor has a goal to select MDC solutions that result in a moderate table expansion Benefit: Competitive Advantage, Customer Requirement Page 13
IBM Software Group | DB 2 Information Management Fast Data Access - Materialized Query Tables § Caches results for faster data access § Cache automatically maintained as base data is modified § Queries automatically rerouted to use MQTs that qualify § MQTs can cache data from other platforms 4 Including Oracle, Microsoft and other data sources Oracle Server DB 2 Server MQT_1 Table 2 MQT 2 Table 3 Oracle Table 1 Page 14
IBM Software Group | DB 2 Information Management Materialized Query Table Advisor § An advisor to recommend creation (and removal) of Materialized Query Tables (formerly known as AST's in DB 2) based on submitted SQL workload 4 Very difficult to choose the correct MQTs to create without the help of this wizard 4 Much more complex than deciding which indexes to create § Includes enhancements to the index wizard 4 allow indexes and MQTs to be recommended together (including recommendations for indexes on MQTs). 4 "db 2 advis" command with added flags to allow index and MQT recommendations 4 This feature procedure will also be accessible using a GUI interface. Benefit: Competitive Advantage, Customer Requirement Page 15
® IBM Software Group IBM Business Intelligence OLAP Server Page 16
IBM Software Group | DB 2 Information Management DB 2 OLAP Server Analyzer, Brio, or Windows Client DB 2 OIS source data DB 2 OLAP Server High concurrency option Partitionin g option Multi-dimensional Cubes SQL interface Essbase API MS Excel macros Currency conversions Page 17
IBM Software Group | DB 2 Information Management DB 2 OLAP Server v 8 Summary §Hybrid Analysis -- cubes with performance of DB 2 OLAP with transparent link to highly scalable relational detail data §Integration Server §Parallelism ƒ Load, Calc, Export §OLAP Miner -- end user tool to discover unknown trends and opportunities §Enterprise Services for high availability ƒ load balancing, ƒ connection pooling, ƒ clustering ƒ failover capabilities §Administration Services -central management of OLAP Servers from anywhere in the enterprise Page 18
IBM Software Group | DB 2 Information Management DB 2 OLAP Server- Benefits Benefit §Easy to build summaries and hierarchies to match corporate structure & Best in class OLAP Business Calculations goals §Navigate complex data dimensions fast to make complex business decisions §wide range of ISV support §Rich library of functions makes it easy to define advanced & sophisticated business logic and relationships Hybrid analysis §Summaries end & detail data begins where YOU want it to §Match details & summaries to usage patterns for productivity §Drill down & through is seamless for end users Distributed cubes §Create virtual linked cubes for unified view of the business §Provides load balancing & removes single point of failure Page 19
® IBM Software Group IBM Business Intelligence DB 2 Warehouse Center / DB 2 Warehouse Manager Page 20
IBM Software Group | DB 2 Information Management ETL - Data Warehouse Center / DB 2 Warehouse Manager Page 21
IBM Software Group | DB 2 Information Management DB 2 Data Warehouse Manager and Center §DB 2 Data Warehouse Center WPS v 1. 2 - The Cutting Edge File Bac k Address: Tool Hel Edit View s p Forwar Searc x Refres d Stop h Home h http: //the_call_center/customer/lookup Histor y Mai l Prin t 07/02/2001 19: 20 home ƒ DBA administration console ƒ Access to most RDBMS's & flat files ƒ Schedules and monitors database tasks ƒ 150+ prebuilt data transformations ƒ Parallel extracts & transforms 1 cust-nbr 2 acct-code 3 first name 4 last name 5 street 6 city 7 zip 8 country 1 cust-number 2 acct_type 3 F-name 4 L-name 5 street 6 city 7 postal_code 8 country Internet DB 2 Warehouse Center §DB 2 Warehouse Manager adds: extract, transform, load, schedule, administrate ƒ Extracts & transformations on remote servers via agents ƒ Information Catalog end user metadata DB 2 3 m DB 2 Warehouse Manager IBM ETL agents Information Catalog Metadata Page 22
IBM Software Group | DB 2 Information Management DB 2 Warehouse Manager - Benefits Benefit SQL/Java extracts & §Leverage existing programming skills -- nothing proprietary §Standards based transforms are portable to applications transformations §Reduced training costs now & in future Parallel extracts & transforms §High performance gets you through the processing "night" §Scalability to match your workload ETL Server agents §Processing at the source spreads the workload, avoids bottlenecks, and saves hardware costs §No licenses costs for agents on servers saves money 150+ transforms §Pre built transforms cover majority of tasks so you don't have to write or maintain as much software - less code, less cost §Accelerates programmer productivity Page 23
® IBM Software Group IBM Business Intelligence Query Patroller Page 24
IBM Software Group | DB 2 Information Management Query Patroller §Intercept query from the client §Governs & Throttles Queries ƒ Ask DB 2 the cost in resources ƒ Queue SQL based on user's priority ƒ Release SQL to run §Flexible result set options ƒ Queue handling of reports returned §Interoperates with end user tools SQL 14 SQL 15 SQL 21 SQL 23 answer sets queued answers ƒ Charge Back & Trend Statistics queues explains §Graphical tools to Administer and Report Query Patroller DB 2 Optimizer Data Warehouse Page 25
IBM Software Group | DB 2 Information Management Query Patroller Benefits Benefit Manages SQL traffic §Ensure smooth use of RDBMS resources, maximizing throughput, and making best use of server; prevents unnecessary server into DB 2 upgrades SQL query result set §let's users submit queries and pick up results later without locking up the workstation "caching" §answer sets can be shared between users reducing need to run the query once per user Historical analysis reports §analyze trends to forecast when upgrades may be needed §analyze patterns to detect problems and minimiz Prioritize user queries §ensure time critical business tasks get done §minimize performance impact of long running queries, ensuring uses with short, quick reports get through Page 26
® IBM Software Group IBM Business Intelligence Office Connect Page 27
IBM Software Group | DB 2 Information Management Office Connect Client Browser HTTP Server HTTP Application Databases Servlet Engine Tomcat Web. Sphere Tomcat Apache JDBC/ HTTP Office Connect Servlet JDBC Web Edition Design time repository ODBC BC/ OD HTML sources P HTT Microsoft Excel - Sales forecast. txt demo pg 6 File Edit View Insert Format Tools Data Window Essbase Help A Z ABC A 2 C D Profit 1 B Actual 100% Feb Mar F Arial Apr G May H Jun I Jul J Aug K I B 10 Cola Jan E Sep L Oct M Nov N Tot Dec 3 New York 262 245 259 276 295 357 370 368 312 247 236 271 3498 4 Florida 367 340 366 397 434 547 564 563 465 348 324 390 5105 5 Virginia 68 63 67 73 78 99 104 86 64 63 73 942 Page 28
IBM Software Group | DB 2 Information Management Office Connect - Benefits Benefit §query tool already installed on 95% of desktops so no additional user fees for tools §user is already skilled in use of XL so no training costs Uses Microsoft Excel as §Basic reporting capability easy to learn and share with Query Tool others §usable by professionals who don't have a lot of computer skills Web Based Server Repository for Spreadsheets §can scale up to handle 1000 s of users with minimal administration costs §lets users share query spreadsheets over the intranet or internet Page 29
® IBM Software Group IBM Business Intelligence DB 2 Cube Views Page 30
IBM Software Group | DB 2 Information Management DB 2 Cube Views = an OLAP Accelerator OLAP servers ROLAP Servers Query & Reporting Applications Tools DOLAP Servers Business Functions & & Operators BI Tools Applications Business Functions & Operators Net present value, allocations, write back, etc. MOLAP Engines DB 2 Cube Views DB 2 Page 31
IBM Software Group | DB 2 Information Management What Are DB 2 Cube Views? §Wizard to design & generate cube views ƒ Wizard for cube definition, metadata modeling, and optimization MQT §Multi-dimensional metadata inside DB 2 ƒ Import/export utilities for metadata exchange a objects, relations ƒ described in XML for ease of use ƒ Used to generate the Materialized Query Table(s) §Application Programming interface ƒ SQL & XML based interfaces from DB 2 to tools & applications ƒ CLI, ODBC, JDBC, stored procedures ƒ OLAP Web services Page 32
IBM Software Group | DB 2 Information Management Cube Models & Cubes Page 33
IBM Software Group | DB 2 Information Management Bridges §Simple interface ƒ Stored Procedure and XML document §Bridge into and out of DB 2 ƒ Enables end to end flow of dimensional metadata XML 1 1 DB 2 Hyperion Cube Views BUSINESS OBJECTS DB 2 Stored Procedure Page 34
IBM Software Group | DB 2 Information Management Aggregates are required for OLAP §MQT's for ƒ Faster cube load ƒ Faster drill through reports ƒ Faster hybrid analysis ƒ Faster Ad-hoc analysis ƒ Faster reporting rows & columns Data loading Hybrid Analysis DB 2 OLAP Server Cube Build Drill through Query Results materialized query tables Page 35
IBM Software Group | DB 2 Information Management Performance Advisor Administrator Aurora Model Catalog Tables Base Tables OLAP Metadata . Model Information Time & Space constraints Optimization hints Statistics Query history Data Samples MQT's Page 36
® IBM Software Group IBM Business Intelligence Data Mining Page 37
IBM Software Group | DB 2 Information Management What is Data Mining? Data Mining summarises a set of methods to analyse very large data sets, which discover, from the innumerable amounts of detail data, new and unknown structures and patterns then present them such that they efficiently support the decision process to provide business advantage. or. . . finding out useful things in your data that you didn't know! "The secret to business is knowing something that someone else doesn't. " Aristotle Onassis Page 38
IBM Software Group | DB 2 Information Management IBM Data Mining Products § DB 2 Intelligent Miner Modeling § DB 2 Intelligent Miner Scoring § DB 2 Intelligent Miner Visualization § DB 2 OLAP Miner Page 39
IBM Software Group | DB 2 Information Management Data Mining Techniques Discovery ? Clustering (Demographic and Neural) ? What logical groups exist? ? Associations ? What are the linkages among events? Prediction ? Classification ? Can I determine which category an event will fit? ? What are the major factors that influence the occurence of the event? ? Regression ? How much? Page 40
IBM Software Group | DB 2 Information Management Data Mining Functions in DWE Analyst defines model and runs the analysis … Model applied real time in applications XML … using data from the data warehouse IM Modeling XML Model can be viewed standalone or over the web IM Visualization DB 2 OLTP, DW or ODS IM Scoring Page 41
IBM Software Group | DB 2 Information Management Data Mining with IM DB 2 Functions ? Preprocess your data ? With any SQL statement, Warehouse transformers, create VIEWs ? Use IM Modeling SQL types and methods ? Define mining parameters ? Call IM Modeling stored procedure ? Do the mining run ? Call IM Visualization ? Visualize and analyse the resulting mining model ? Use IM Scoring function in SQL or Java bean ? Apply the model to new data Page 42
® IBM Software Group IBM Business Intelligence DB 2 Data Warehouse Edition Page 43
IBM Software Group | DB 2 Information Management What is DB 2 Data Warehouse Edition? §A strategy for ensuring more BI function is easily available to more customers ƒ Simplify: Make it easy to use, easy to buy, easy to understand §A collection of engines and tools to build data warehouses and analytic applications: ƒ DB 2 UDB Data Warehouse Enterprise Edition ƒ DB 2 UDB Data Warehouse Standard Edition ƒ DB 2 UDB Data Warehouse Base Edition §A pricing strategy to remove cost as a barrier to BI success §The foundation for Information On Demand ƒ via the Real Time data warehouse Page 44
IBM Software Group | DB 2 Information Management Data Warehouse Standard Edition What Is in the Box? Value DB 2 UDB Workgroup Unlimited Query Performance DB 2 Cube Views OLAP summary reporting DB 2 Intelligent Miner Modeling Mine the DB for patterns DB 2 Intelligent Miner Visualization Visualize the patterns DB 2 Intelligent Miner Scoring Score consumer accounts based on the buying behavior patterns detected Office Connect Professional Web Edition Query & reporting via XL spreadsheets DB 2 Alpha. Blox As easy as A, B, C, D, E DB 2 Warehouse Center Extract, transform and load production data into DB 2 Page 45
IBM Software Group | DB 2 Information Management DB 2 Data Warehouse Standard Edition Pricing metric Unit price $K DB 2 UDB Workgroup Unlimited V 8. 1 CPU 7. 5 DB 2 Cube Views V 8. 1 CPU 7. 5 DB 2 Intelligent Miner Modeling V 8. 1 server 45. 0 DB 2 Intelligent Miner Visualization V 8. 1 server 15. 0 CPU 15. 0 10 users 2. 5 DB 2 Intelligent Miner Scoring V 8. 1 Office Connect Professional Web Edition V 4. 0 DB 2 Warehouse Center V 8. 1 CPU Total of unit list prices DWE Std Edition Price Total Savings for one CPU / single server 0 92. 5 CPU 23. 75 $68. 75 Page 46
IBM Software Group | DB 2 Information Management Data Warehouse Enterprise Edition What Is in the Box? Value DB 2 UDB Enterprise Server Edition Query Performance DB 2 Cube Views OLAP summary reporting DB 2 Intelligent Miner Modeling Mine the DB for patterns DB 2 Intelligent Miner Visualization Visualize the patterns DB 2 Intelligent Miner Scoring Score consumer accounts based on the buying behavior patterns detected Office Connect Enterprise Web Edition Query & reporting via spreadsheets DB 2 Warehouse Manager Standard Edition Extract, transform and load production data into DB 2 Alpha. Blox As easy as A, B, C, D, E DB 2 Query Patroller Manage queries for throughput DB 2 Data Partitioning Feature Scalability via scale-out (clusters) DB 2 Information Integrator Standard Edition (limited to ETL only) Access to heterogeneous data for DB 2 Warehouse Manager Page 47
IBM Software Group | DB 2 Information Management DB 2 Data Warehouse Enterprise Edition Pricing metric Unit price $K DB 2 UDB Enterprise Server Edition V 8. 1 CPU 25. 0 DB 2 Cube Views V 8. 1 CPU 7. 5 DB 2 Intelligent Miner Modeling V 8. 1 server 45. 0 DB 2 Intelligent Miner Visualization V 8. 1 server 15. 0 DB 2 Intelligent Miner Scoring V 8. 1 CPU 15. 0 Office Connect Enterprise Web Edition V 4. 0 CPU 9. 2 DB 2 Warehouse Manager V 8. 1 CPU 7. 5 DB 2 Query Patroller V 8. 1 CPU 7. 9 DB 2 Data Partitioning Feature V 8. 1 CPU 7. 5 DB 2 Information Integrator Standard Ed. V 8. 1 CPU ETL restricted use Total of unit list prices CPU 139. 6 DWE Price CPU 75. 0 Total Savings for one CPU & single server $64. 6 Page 48
IBM Software Group | DB 2 Information Management DB 2 Data Warehouse Enterprise Edition Competitive List Prices Per CPU prices DB 2 DWE Oracle 10 G SQL Server Teradata RDBMS * $40 K Cluster partitions/RAC * $20 K ETL * $5 K/seat Data mining * $20 K Query management * * * Information Integration * none Table partitioning * Yukon n/a MS-Excel connectivity * * none OLAP * $20 K * none n/a $20 K n/a Web App server Data loaders 1 CPU costs 16 CPUs list price $20 K $10 K * * * $50 K $2085 K none * * = Included n/a = not applicable * ** $77 K limited $32. 7 K ** $22. 7 K * $135 K $800 K $77 K $40 K* $20 K n/a $249 K $1895 K ** = per server or site Page 49
IBM Software Group | DB 2 Information Management DB 2 Data Warehouse Standard Edition Competitive List Prices Per CPU prices DB 2 DWE *** Oracle 10 g Std Ed. RDBMS * $15 K ETL * $5 K/seat Data mining * MS-Excel connectivity OLAP SQL Server Web App server Data loaders Teradata $20 K $50 K * ** $77 K none limited $32. 7 K * * * none n/a n/a * $10 K * * ** $40 K 1 st CPU costs $15 K $30 K $20 K $199 K 4 CPUs List Price $60 K $120 K $80 K $447. 8 K * = Included n/a = not applicable ** = per server or site *** = 4 CPU maximum Note: Oracle 10 G Std One Edition has 2 CPU limit for $5 K/CPU Page 50
® IBM Software Group DB 2 Page 51
IBM Software Group | DB 2 Information Management Alphablox Acquisition July 2004 § What is Alphablox 4 Company in Mountain View, California 4 Develops & sells a platform for building customized analytic applications 4 Strong sales into OLAP applications Page 52
IBM Software Group | DB 2 Information Management Component-Based Architecture § Rapid and open application development platform § Pre-built components for analytic and alerting functionality § Components for efficient customization J 2 EE Framework …ties it all together Page 53
IBM Software Group | DB 2 Information Management Alphablox Categories (Analytics) Grid Blox Presentation & Manipulation Chart Blox Spreadsheet Blox Forms Blox Present Blox Reporting Blox Page Blox Toolbar Blox Data Access Data Blox MDBQuery Blox Stored procedures Blox Infrastructure Status Blox Repository Blox Page 54
® IBM Software Group IBM Business Intelligence Why IBM for BI Page 55
IBM Software Group | DB 2 Information Management Mean 5 Year Cost of Licenses and Support Page 56
IBM Software Group | DB 2 Information Management When you think about BI Vendor, consider IBM's Business Intelligence Values §Market leader in BI §Best of breed BI solutions §End-to-end BI solutions §Long term Strategic partner §Safe secure choice §Lowest TCO §Most innovative HW and SW technology Page 57
IBM Software Group | DB 2 Information Management Solutions for Your Industry Page 58
IBM Software Group | DB 2 Information Management 100 Performance Go With a Winner: DB 2 BI #1 Meta. Spectrum Feb 2004 80 LEADER IBM CHALLENGER Teradata Sybase Netezza Oracle 60 HP Sand Comp aq 40 Microsoft 20 FOLLOWER 0 #1 “IBM DB 2 8. 1 hit the Bull’s-Eye. Analytic SQL is good; OLAP is comprehensive, open, and flexible; and data mining is powerful. ” Patricia Seybold Group, Nov 2003 0 20 40 60 Presence Feb 2004 80 100 “DB 2 UDB for Unix and Windows is a very capable platform, easily equal to or better than any other in this market based on scalability, flexibility, and price/performance. ” Feb 2004 Page 59
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