An Oracle White Paper April Siebel CRM Oracle Customer Hub (Siebel UCM) on Oracle Engineered Systems

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1 An Oracle White Paper April 2013 Siebel CRM Oracle Custmer Hub (Siebel UCM) n Oracle Engineered Systems

2 Disclaimer The fllwing is intended t utline ur general prduct directin. It is intended fr infrmatin purpses nly, and may nt be incrprated int any cntract. It is nt a cmmitment t deliver any material, cde, r functinality, and shuld nt be relied upn in making purchasing decisins. The develpment, release, and timing f any features r functinality described fr Oracle s prducts remains at the sle discretin f Oracle.

3 Table f Cntents Executive Overview... 2 Intrductin... 4 Oracle Exalgic... 4 Oracle Exadata Database Machine... 4 Oracle SPARC SuperCluster... 5 Oracle Custmer Hub (Siebel Universal Custmer Master r UCM).. 6 Oracle Custmer Hub Running n Oracle Engineered Systems... 8 Gating Factrs... 9 Test Steps Test Results Custmer Benefits f OCH and Engineered Systems Pairing Engineering Advances That Enable OCH Perfrmance Results.. 14 Exadata Exalgic Cnclusin Appendix... 17

4 Executive Overview Tday s emerging Data Gvernance and Master Data Management (MDM) initiatives cming ut f the executive suite f mst crpratins are evlving rapidly. They are turning what were nce cnsidered arcane, scattered and ad hc back-rm tasks int sphisticated high-tech shwcases f increased crss-rganizatinal cllabratin, business intelligence, decisining agility, and sales perfrmance. It als pens the path t delivering n the emerging Big Data strategy. BEFORE vs. AFTER A well executed MDM platfrm and its related functins are nw being recgnized as strategic asset fr driving cmpetitive differentiatin, perfrmance and value fr any business. It represents a key driver twards establishing deeper relatinships with existing custmers and develping new nes mre quickly. There are tremendus investments ging int MDM slutins, as a result. The return n the investment is usually btained thrugh imprved prductivity and peratinal efficiencies, resulting ut f a cnslidated/simplified IT framewrk and imprved crss-channel custmer engagement.leveraging unified, enterprise-wide, single view f the custmer and imprved revenue thrugh insight-driven crsssell and up-sell. HOWEVER, the unique perfrmance characteristics required f a Custmer Hub deplyment t supprt large and grwing vlume f data, high-demand utilizatin, cmplex system recnciliatin rutines and prcessing tasks assciated with custmer data management represents a key challenge. Oracle Custmer Hub (als knwn as Siebel Universal Custmer Master r Siebel UCM) is Oracle s lead Custmer Data Integratin (CDI) slutin. It is a part f Oracle s Master Data Management slutin. Oracle Custmer Hub enables enterprises t manage custmer data ver the cmplete custmer lifecycle: capturing custmer data, standardizatin and validatin; identificatin and merging f duplicate recrds; enrichment f the custmer prfile; enfrcement f cmpliance and risk plicies; and the distributin f the single surce f truth best versin custmer prfile t peratinal systems. Oracle Custmer Hub running n Oracle Engineered system is the culminatin f Oracle s Engineered t Wrk Tgether strategy and delivers n the unique perfrmance characteristics described abve. This white paper illustrates the strategic business and technical benefits, Crprate Data Gvernance teams will realize with Oracle Custmer Hub slutin running n an Oracle Engineered System. These benefits impact enterprise-wide business prcesses - Custmer Service, Marketing, Lyalty, Sales, Finance etc. resulting int increased business agility and superir Custmer Relatinship Management enterprise-wide single, unified view f the custmer, higher quality custmer service, imprved marketing campaign effectiveness and ROI, enhanced lead management, efficient rder prcessing, imprved custmer lyalty, and accurate custmer and business insights. 2

5 Synergies prvided by Oracle Engineered Systems are particularly advantageus fr custmers dealing with large transactin vlumes, and using Oracle Custmer Hub fr servicing their data gvernance needs. The acrss-the-bard imprvement in perfrmance, thrughput and scalability achieved by deplying Oracle Custmer Hub n Oracle Engineered Systems will help reduce data and infrastructure cmplexity, and deliver speed and scale t help businesses succeed in a data intensive, fast-changing, and cmpetitively dynamic envirnment. 3

6 Intrductin Oracle Engineered Systems cmbine best-f-breed hardware and sftware cmpnents with gamechanging technical innvatins. Designed, engineered, and tested t wrk best tgether, Oracle Engineered Systems can pwer the clud r streamline data center peratins t make traditinal deplyments even mre efficient. The cmpnents f Oracle Engineered Systems are preassembled fr targeted functinality and then as a cmplete system ptimized fr extreme perfrmance. By taking the guesswrk ut f these highly available, purpse-built slutins, Oracle delivers a slutin that is integrated acrss every layer f the technlgy stack a simplicity that translates int less risk and lwer csts fr yur business. Only Oracle can innvate and ptimize at every layer f the stack t simplify data center peratins, drive dwn csts, and accelerate business innvatin. Oracle Exalgic Oracle Exalgic is an Engineered System n which enterprises deply Oracle business applicatins, Oracle Fusin Middleware, r third-party sftware prducts. Exalgic cmes pre-built with cmpute ndes, memry, flash strage, and centralized strage; all cnnected using InfiniBand in a high redundancy architecture delivering five-nines availability, with fault tlerance and zer-dwn-time maintenance. Exalgic dramatically imprves perfrmance f Oracle Applicatins, Fusin Middleware, and thirdparty applicatins withut requiring cde changes and reduces csts acrss the applicatin lifecycle, frm initial set-up t n-ging maintenance, as cmpared t cnventinal hardware platfrms. Oracle has made unique ptimizatins and enhancements in Exalgic firmware, Exalgic sftware, and in Oracle s middleware and Oracle s applicatins. These include n-chip netwrk virtualizatin based n near zer latency Infiniband fabric, high-perfrmance Remte Direct Memry Access, wrklad management in Oracle Weblgic server, and ptimizatins in Oracle Cherence and Oracle Traffic Directr. Exalgic includes supprt fr a highly ptimized versin f the Oracle VM, which significantly utperfrms cmparable virtualizatin slutins and is an ideal cnslidatin platfrm fr Oracle Applicatins. Templates t simplify install, deplyment, and cnfiguratin f applicatins n Exalgic are available. Oracle Exadata Database Machine Oracle s Exadata Database Machine is Oracle s database platfrm delivering extreme perfrmance fr database applicatins including Online Transactin Prcessing, Data Warehusing, Reprting, Batch Prcessing, r Cnslidatin f mixed database wrklads. Exadata is a pre-cnfigured, pretuned, and pre-tested integrated system f servers, netwrking, and strage all ptimized arund the Oracle database. Because Exadata is an integrated system, it ffers superir price-perfrmance, availability, and supprtability. Exadata frees users frm the need t build, test, and maintain systems and allws them t fcus n higher value business prblems. Exadata uses a scale ut architecture fr database servers and strage. This architecture maintains an ptimal strage hierarchy frm memry t flash t disk. Smart Scan query fflad has been added t the strage cells t fflad database prcessing. Exadata implements Smart Flash Cache as part f the strage hierarchy. Exadata sftware determines hw and when t use the Flash strage fr read and write as well as hw best t incrprate Flash int the database as part f a crdinated data caching strategy. A high-bandwidth lw-latency InfiniBand netwrk running specialized database netwrking prtcls cnnects all the cmpnents inside an Exadata Database 4

7 Machine. In additin t a high perfrmance architecture and design, Exadata ffers the industry s best data cmpressin t prvide a dramatic reductin in strage needs. Oracle SPARC SuperCluster Oracle s SPARC SuperCluster is the wrld s mst efficient multi-purpse engineered system, delivering extreme efficiency, cst savings, and perfrmance fr cnslidating missin critical applicatins and rapidly deplying clud services. Oracle s SPARC SuperCluster represents a cmplete, pre-engineered, and pre-tested high-perfrmance enterprise infrastructure slutin that is faster and easier t deply than a cllectin f individual database and applicatin servers. The system cmbines innvative Oracle technlgy the cmputing pwer f Oracle s SPARC servers, the perfrmance and scalability f Oracle Slaris, the Sun ZFS Strage Appliance, the ptimized database perfrmance f Oracle Database accelerated by Oracle Exadata Strage Servers, and a high-bandwidth, lw-latency InfiniBand netwrk fabric int a scalable, engineered system that is ptimized and tuned fr cnslidating missin-critical enterprise applicatins Oracle s SPARC SuperCluster prvides bth the capacity fr grwth, as well as the fine-grained server virtualizatin needed t islate individual applicatin cmpnents. With multiple layers f enterprise applicatin infrastructure cnslidated nt a high-perfrmance, highly available SPARC SuperCluster system, deplyment speed, applicatin perfrmance, and availability can all be ptimized. Designed as a pre-cnfigured, pre-tested, and ready-t-deply SPARC SuperCluster engineered system, the slutin prvides a cmplete and ptimized infrastructure slutin fr applicatins, built arund rbust cmpute, netwrking, strage, virtualizatin, and management resurces. The result is a system that is rders f magnitude easier t manage, and up t five times faster t deply than alternatives, all while ccupying cnsiderably less real estate requiring less pwer. Furthermre, the SPARC SuperCluster system prvides full built-in redundancy resulting in a highly reliable infrastructure withut single pint f failure. An issue with ne cmpnent will nt impact ther cmpnents f the system ffering true islatin. Custmers can cnslidate multiple envirnments with minimum disruptin, withut fear f perfrmance degradatin, and the ability t achieve required service levels. 5

8 Oracle Custmer Hub (Siebel Universal Custmer Master r UCM) Oracle Custmer Hub is a surce f clean custmer data fr the enterprise. The primary rle f Oracle Custmer Hub is t cnslidate and gvern unique, cmplete and accurate master Custmer infrmatin acrss the enterprise and distributes this infrmatin as a single pint f truth t all peratinal and analytical applicatins. Oracle Custmer Hub slutin is rganized arund five key pillars: Trusted Custmer Data is held in a central MDM schema. It includes: Cmprehensive custmer data mdel, which nt nly masters custmer prfile used required in the frnt ffice but als thse required by all the applicatins in the enterprise Supprt fr Cmplex hierarchies, rles and relatinship within and acrss master entities Child Data Entities such as addresses, related rganizatins, financial accunts, partner affiliatins, campaigns, lyalty status, etc. Custmers can extend child entities and add new entities as relevant fr their business. Industry specific data mdel Cnslidatin services manage the mvement f master data int the central stre. List Imprt Wrkbench - fr business users t business users t lad data int the hub thrugh metadata and template driven apprach Identificatin and Crss Referencing - t build the best versin custmer recrd and track it acrss multiple applicatins acrss the enterprise using ne-t-may crss-referencing mechanisms Surce Data Histry - t systematically track the changes made t custmer prfile ver time and rll back the system t a prir pint in time. 6

9 Rules based Survivrship - fr users t analyze the quality f custmer data t determine the best versin custmer recrd. Cleansing services deduplicatin, standardize and augment the master data. It includes: Address validatin Enhanced Matching - allws matching n all types f names, address and identificatin data including child entities, using flexible search strategies and smart indexing. Als includes multi-language and multi mde capability. Data Decay - supprts decay detectin, decay metrics calculatin and decay preventin capabilities Guided Merge and Un-merge Enrichment - enrichment f custmer prfiles using ut f the bx integratin with 3rd party cntent prviders such as Acxim and D & B. Gvernance services cntrl access, retrieval, privacy, audit and change management rules. It includes: Data Gvernance Manager - fr data stewards t manage custmer data thrughut custmer lifecycle Advanced Hierarchy Management - enabled thrugh integratin with Hyperin s Data Relatinship Manager fr data stewards t create and maintain hierarchies Plicy and Privacy Management MDM Analytics - fr data stewards t practively assess the quality f custmer data entering int Oracle Custmer Hub Sharing services include integratin, web services, event prpagatin, and glbal standards based synchrnizatin. With Oracle Custmer Hub, rganizatins can drive: 1. Business Grwth thrugh increased crss-sell/up- sell, imprved call center prductivity, ptimized marketing csts and Imprved custmer retentin 2. Operatinal Efficiencies thrugh reduced data management csts, imprved marketing respnse rate and reduced sales cycle time 3. Cmpliance thrugh systematic enfrcement f privacy rules 4. IT Agility thrugh simplified and extensible IT infrastructure that allws faster deplyment f new systems and reduced cst f integratin 7

10 Oracle Custmer Hub Running n Oracle Engineered Systems Oracle Custmer Hub is used extensively acrss industries such as Telecmmunicatin, High Tech, Manufacturing and Distributin, Public Sectr, Financial Services, Retail and CG, Travel and Transprtatin etc. In sme f these industries, especially fr custmers with glbal deplyment, there is a need t manage large number f custmer data (example custmer master data cnslidatin fr M&A, custmer data management frm several peratinal applicatins and self service applicatins) in any given day. Maintaining cnsistent, clean, and cmplete custmer master data is essential fr all transactinal applicatins such as rder management, sales, marketing and s n. During peak hurs, there culd be a several thusand custmer master data updates such as prfile preferences, address changes, and als the need fr maintaining audit ability n custmer data changes fr regulatry and cmpliance requirements. Als, there culd be several hundred thusand custmer master data query frm several integrated applicatins. Besides prcessing large number f custmer master data management transactins, system shuld als supprt many sync transactins which can run int several hundred thusand. Yet, the expectatin is that these transactins can be prcessed quickly ften in sub secnds. T meet such high demands, custmers ften have t invest significantly in hardware resurces. While this is just a shrt-list f imperatives facing crpratins and gvernmental institutins tday, clearly, there are several key themes that emerge: Frm a strategy perspective: speed and scale, resulting in savings; and frm a capability perspective: data and infrmatin, resulting in better decisins. Clearly, the underlying challenge that needs t be addressed is data and infrastructure cmplexity fr bth business and IT, such that infrastructure investments align with business pririties arund enterprise data management and deliver tangible benefits. Engineered systems are specifically designed t deal with these strage challenges. Fr instance, Exadata Hybrid Clumnar Cmpressin technlgy will reduce the size f data strage by prviding significant reductins in cst ver time. Additinal business benefits include less frequent archiving and lnger access t histrical data. The primary bjectives f the PSR benchmarking f Oracle Custmer Hub n Oracle Engineered systems were t establish that it is able t: 1. Prcess and cnslidate millins f custmer recrds. In the retail, financial services, utilities, and cmmunicatins verticals, typical custmer data vlumes can range frm 100 millin t 500 millin recrds, just fr ne cmpany. 2. Deliver sub-secnd respnse time fr all read peratins 3. Meet high thrughput requirements Represented in Figure 2, belw, are a summary f the middleware cmpnents, the web servers, applicatin servers, gateway servers/lad balancers, data quality servers all residing n the Oracle Exalgic, and the underlying database residing n Oracle Exadata. 8

11 Figure 2: Illustratin f MDM n Exadata Engineered Systems Platfrm Gating Factrs Based n the vast dmain expertise and best practices in the area f Master Data Management, cmbined with the in-depth understanding f the use f Oracle Custmer Hub slutin by sme f the leading glbal cmpanies, Oracle came up with the fllwing set f characteristics that are deemed typical f any Oracle Custmer Hub deplyment and are gating factrs that any cmpany cnsidering deplyment f Custmer Hub slutin wuld put pririty n: 1. Integrated System: Since any MDM system has many cmpnents including the Web Servers, Lad Balancers, Applicatin Servers, Data Quality Servers and sme f them have their wn dedicated database, the integrated system apprach f having all the cmpnents installed n Exadata/Exalgic shuld reduce the IT peratinal cst significantly and reduce the cmplexity f the IT hardware landscape. 2. High Scalability: Because f the presence f multiple high perfrmance cmpute ndes in the Exalgic rack, and use f parallelism, cmpressin, disk striping, query fflading and massive flash cache in Exadata, the MDM deplyment n Exalgic/Exadata will result in very high scalability. 3. Prebuilt Cmpnents: Exalgic has preladed Web lgic cmpnents that are ptimized and enhanced. Since any MDM system has t be integrated t the peratinal systems via the middleware, integratin t the peratinal systems will becme quite easy. 4. High Thrughput: WebLgic's netwrking, request handling and thread management mechanisms are enhanced in Exalgic which enable it t scale better n the high multi-cre cmpute ndes that are cnnected t the fast InfiniBand fabric that ties all the cmpute ndes tgether. The net effect is that each server shuld be able t handle mre client requests whilst als reducing the time taken t respnd t each individual request. 9

12 5. Reduced Respnse Time: All the cmpute ndes within Exalgic, and Exadata and Exalgic, are all cnnected via the Infiniband I/O fabric and a native InfiniBand netwrking prtcl called SDP is used t interact with the Oracle RAC database n Exadata. This shuld result in lw latency fr request-respnse times fr calls between the applicatin tier and the database. The perfrmance gain shuld be mst significant when large result-sets are transferred frm the database. The desired net effect is applicatins are able t respnd t client requests faster, leading t verall perfrmance gain fr enterprise MDM deplyments. Test Steps The test was designed t mimic real-wrd data lads and transactin vlumes. Outlined belw are the steps that a typical MDM slutin will require. 1. Initial Batch Lad - The Initial Batch Lad cnslidates initial custmer data frm all the peratinal systems t Oracle Custmer Hub. This is a ne-time activity where: a. Data frm peratinal systems is extracted and laded int Siebel UCM (Enterprise Integratin Manager) Tables via any SQL Lader tl such as ODI (Oracle Data Integratr). b. Data frm EIM Tables is laded t UCM SDH (Surce Data Histry) Tables. c. UCM batch prcess is run in parallel wrkflw tasks t lad the custmer tables. The UCM batch prcess cnslidates the data, de-duplicates the data and creates the glden custmer recrds. d. BI/DW picks up the custmer data frm the custmer MDM system via ODI. e. BI/DW picks up the transactinal data frm the peratinal systems via ODI. 2. Daily Operatinal Lads - After the initial lad, daily peratins are where Oracle Custmer Hub is used as the custmer repsitry. All peratinal systems search the Custmer Hub befre creating a recrd. In general terms, there are tw basic types f transactinal peratins that transit as lads in the envirnmenta. User-based peratinal lads, and b. System-based peratinal lads. A. Daily Operatinal Lad: User - Fr example, let s take the Call Center as ne f the peratinal systems. Please nte that similar activities wuld happen fr all the peratinal systems. Custmer calls the Call Center fr Enquiry/Order/Supprt. Using the match/fetch web services expsed by the Hub, the glden custmer recrd is matched and fetched frm Oracle Custmer Hub. Nw the agent has cmplete infrmatin abut custmer rather than fragmented data. If the custmer is nt fund, a new custmer recrd is created and synched t the Custmer Hub. Usually the primary custmer attributes are synched in real time. Using the Insert/Upsert Web Service, a new custmer recrd is published t all the subscribing systems via publish/subscribe mechanism. BI/DW picks up the custmer data frm the Oracle Custmer Hub via ODI. 10

13 Figure 3a: Illustratin f Custmer Data Retrieval B. Daily Operatinal Lad: Systemic Prcessing - Cntinuing with ur daily peratins example, there is generally the need t cnslidate new/updated custmer data frm external / peratinal systems t Oracle Custmer Hub. This requires sending all the new/updated custmer data t the Oracle Custmer Hub in a daily/weekly batch prcess. (Since this activity is nt Perfrmance intensive, this was kept ut f scpe f the current Perfrmance benchmark; nevertheless, the typical steps invlved are utlined belw). 1. New/Updated custmer data is extracted and laded int Siebel UCM EIM (Enterprise Integratin Manager) Tables via any messaging queue. 2. Data frm EIM Tables is laded t UCM SDH (Surce Data Histry) Tables. 3. UCM batch prcess is run in parallel Wrkflw tasks t lad the Custmer tables. The UCM batch prcess cnslidates the data, de-duplicates the data and creates the glden custmer recrds. 4. New/Updated custmer recrds are published t the subscribing systems. 5. BI/DW picks up the custmer data frm Oracle Custmer Hub via ODI. Figure 3b: Illustratin f Systemic Data Prcessing The test was dne using a half rack Exadata machine and a half rack Exalgic machine. All the cmpnents f Siebel alng with the Web Servers and Gateway Server were installed n Exalgic. 11

14 Exadata was used as the database 400 millin cnditined custmer recrds were laded t the system via the Siebel EIM Prcess, with clse t 150 attributes fr each custmer recrd, (name, prfile, crss-reference data, addresses, etc.). Varius real time transactin scenaris such as Medium Cmplexity Read, Cmplex Read, Insert and Update (refer t Figure 7 in the Appendix fr descriptins) were tested and varius perfrmance metrics related t thrughput, respnse times and CPU resurce utilizatin were gathered. Test Results Results Summary: Thrughput fr Oracle Custmer Hub n Exadata was 11X higher than custmer requirements fr cmplex read transactins, and 7X higher than custmer requirements fr medium cmplexity read transactins. Scalability perfrmance fr Oracle Custmer Hub n Exadata fr user lads scaled up by 3X fr cmplex queries, translated int 2.3X higher thrughput perfrmance, with nly a 20% increase in respnse times (see Figure 4 abve). Respnse times fr Oracle Custmer Hub n Exadata were 10X faster fr cmplex read transactins and 7 X faster fr medium cmplexity read transactins. Figure 4: Results f Perfrmance User Lad & Speed Testing using Oracle Engineered Systems Clearly, the perfrmance f a ½ rack Exadata machine prduced impressive results against the initial hyptheses. A larger cnfiguratin wuld nly yield faster respnse time and thrughput figures. Furthermre, relative t ther cmmercially available HW alternatives, Oracle Exadata and Exalgic machines perate at a lwer ttal cst f wnership (TCO), require less space, and cnsume less energy. 12

15 Cmparing results fr the same tests dne n traditinal cmmdity hardware with the same prcessing pwer shws that Exadata/Exalgic delivered 4X better thrughput and 8X better respnse times indicating the effectiveness f the engineered hardware-sftware slutin. Custmer Benefits f OCH and Engineered Systems Pairing Oracle Custmer Hub running n Oracle Engineered is prven t deliver massive PSR imprvements and nt nly meets but exceeds the extreme perfrmance demands f a large scale Oracle Custmer Hub enterprise deplyment. Here are sme additinal bservatins: Faster Respnse Time: With Exalgic and Exadata, Oracle Custmer Hub deplyments ffer unprecedented respnse time, which translates t business value. Oracle Custmer Hub running n Oracle Engineered Systems will significantly imprve efficiency f knwledge wrkers and enable delivery f rich, insight-driven, crss-channel custmer experience. Cmpanies running Oracle Custmer Hub n Oracle Engineered system will imprve bttm-line with enhanced user efficiencies and tpline with imprved custmer experience. Higher Thrughput: The faster respnse time thrugh Oracle Custmer Hub fr all related transactin means that it is pssible t prcess mre transactins thrugh a cre and supprt mre users cmpared t the same n cmparable hardware. Scaling fr peak lads becmes easier, reducing the verall hardware ftprint. Reductin in DB server CPU cycling: This leads t increased scalability and reliability, particularly when paired with an apprpriate back up and disaster recvery prcess added int the schema. Imprved Cnslidatin: Reduced number f instances by aggregating mre business applicatins and databases. This may significantly reduce effrt needed t administer & ptimize databases. Operatinal Efficiency: Reduced call handling time, data administratin and cleanse/match/enhance tasks that are cre t prper data gvernance tasks in Oracle Custmer Hub. Reduced number f servers: Leading t majr cst savings. Further, there are specific advantages that can be leveraged with an Exa-based Engineered System. Sme f these include the fllwing: 13

16 Engineering Advances That Enable OCH Perfrmance Results Belw is a list f the technical features in Exadata and Exalgic that were key aspects f driving the perfrmance imprvements in the OCH stack. It is thrugh these significant engineering advances that the results were achieved in ur evaluatin: Exadata Exadata Smart Flash Cache Exadata Smart Flash Cache uses Flash memry t dramatically reduce the time t read and write database and lg recrds. The intelligence in Smart Flash Cache transparently mves active database blcks frm disk t flash in real time, thus ensuring that "ht" data is in Flash memry when the next access ccurs. Blcks that shuld nt be in Flash are similarly recgnized, maximizing the amunt f space in Flash fr active data. Exadata Smart Scan Exadata Smart Scan speeds up data-intensive queries by leveraging the prcessing pwer f Exadata Strage Servers t scan and filter ut results. By mving queries t strage instead f mving the data t the database servers, lng-running reprts and queries ften cmplete 10x faster than n cnventinal systems. InfiniBand The use f InfiniBand as the netwrking fabric within Exadata ensures the lwest latency fr messages and the highest bandwidth fr data transfers. High-speed transactins as well as data-intensive queries and reprts reap the benefits. Exadata Scale-Out Strage Exadata Scale-Out Strage enables the full perfrmance f Exadata t be realized against large and grwing databases, withut fear f bttlenecks. As the database size grws and strage capacity is added t Exadata, strage perfrmance and netwrking bandwidth scale in equal prprtin. 14

17 I/O Resurce Manager (IORM) IORM allcates I/O bandwidth acrss different applicatins and databases, based n a priritized allcatin plan, t ensure that the mst imprtant applicatins get the perfrmance they need when they need it. Hybrid Clumnar Cmpressin (HCC) Hybrid Clumnar Cmpressin dramatically reduces the strage space cnsumed by the database, while at the same time speeding up queries against the cmpressed data thrugh reduced I/O. Cmpressin ften reduces the data strage by a factr f 10x r mre, string a petabyte scale database in 100TB f disk. Since cmpressed tables remain cmpressed in Flash memry as well as n disk, very large databases ften fit entirely in Flash memry when cmpressed. Exalgic Exalgic Exabus Applicatins running n Exalgic utilize Exabus, the underlying Infiniband fabric, which prvides lw latency and high thrughput eliminating I/O bttlenecks in every applicatin layer. Applicatins cmpnents are typically deplyed in mre than ne server and Exabus prvides lw latency fr I/O acrss ndes n same Exalgic rack. Access t ZFS strage device ver Exabus greatly reduces latency fr lg file writes and ther file access peratins. Fr applicatins running n Exalgic and accessing database tier n Exadata, Exabus delivers faster I/O, reduces CPU usage n bth the mid-tier and DBtier and prvides higher cnnectin pling efficiency. Oracle VM fr Exalgic Exalgic Oracle VM can be used t sub-divide a physical cmpute nde int multiple virtual machines t increase applicatin deplyment efficiency while maintaining applicatin perfrmance. Oracle VM has been engineered fr tight integratin with Exalgic Exabus I/O backplane using a technique called Single Rt I/O Virtualizatin (SR-IOV) ensuring Oracle VM significantly utperfrms cmparable hypervisrs frm ther leading vendrs. The benefit f this apprach is unmatched applicatin perfrmance. In an Exalgic cnfiguratin, the impact f virtualizatin n applicatin thrughput and latency is negligible. 15

18 Cnclusin The business cntext fr IT as it relates t data management in supprting daily business peratins has changed drastically ver the last cuple f decades. Managers are faced with significant cmplexity and challenges, which when addressed crrectly, can lead t significant savings thrugh speed and scale. The ntin f aligning business pririties with IT decisins and actins hlds merit, regardless f whether the business manager is trying t peratinalize strategy r whether an IT stakehlder is trying t autmate prcesses supprting the strategy. Given the inherent infrastructure cmplexity (multiple systems, multiple standards, a histry f custm develpment prjects, fragmented data surces, etc.) further cmpunded by business imperatives (need fr high speed/thrughput, respnse times, ptimum HW utilizatin at lwer TCO, etc.) render high perfrmance cmputing and data management a necessity. IT and business managers, bth, recgnize the imprtance f accessing large vlumes f data quickly, acrss systems all the while leveraging data management best practices, IT prwess, and fast/scalable HW each f which is a critical success factr in achieving business gals. The Oracle test f Oracle Custmer Hub n Exadata shws the ability f the cmbinatin t deliver high perfrmance cmputing capabilities in rder t deliver speed, scale, and savings. 16

19 Appendix ACRONYMS AND DESCRIPTIONS OF TERMS USED IN THIS DOCUMENT. AIA BI/DW CRM EIM ERP Exadata Exalgic MDM OLTP RAC RTD SDP SDH SOA SQL TCO UCM Applicatin Integratin Architecture Business Intelligence / Data Warehuse Custmer Relatinship Management Enterprise Integratin Manager Enterprise Resurce Planning Oracle Exadata Database Machine prvides an ptimal slutin fr all database wrklads, ranging frm scan-intensive data warehuse applicatins t highly cncurrent OLTP applicatins. The Database Machine delivers extreme perfrmance in a highly-available, highly-secure envirnment and is als well-suited fr cnslidating multiple databases nt a single grid. The Database Machine is delivered as a cmplete pre-ptimized and precnfigured package f sftware, servers, and strage Oracle Exalgic is an engineered system that is highly ptimized and pre-cnfigured t run multi-tier applicatin wrklads. Mst Oracle Applicatins are based n a multi-tier architecture and can therefre benefit frm Exalgic. Master Data Management On Line Transactin Prcessing Real Applicatin Clusters Real-Time Decisins Sckets Direct Prtcl Surce Data Histry Service Oriented Architecture Structured Query Language Ttal Cst f Ownership Universal Custmer Master MDM n Exadata - Tplgy f the Test Envirnment Figure 6: Test Tplgy 17

20 MDM ON EXADATA - PERFORMANCE TEST RESULTS Scenari Definitin Required Thrughput (Transactin s per secnd) Observed Thrughput (Transacti ns per secnd) Required Respnse time in millisecnd s Observed Respnse time in millisecn ds Medium Read Cmplex Read Update Insert Get Custmer details alng with the Addresses, Financial Accunts and Assets with the Custmer Id frm the Operatinal System. (Retrieve up t 25 attributes) Get Custmer details alng with the Addresses, Financial Accunts and Assets with the Custmer Id frm the Operatinal System. (Retrieve up t 150 attributes) Update Custmer details alng with the Addresses, Financial Accunts and Assets with 25 t 40 attributes. Create Custmer details alng with the Addresses, Financial Accunts and Assets with 25 t 40 attributes , Figure 7: Test Scenari Descriptin with Required and Observed KPI s The abve prvided results clearly shw the significant speed advantages f Exadata well beynd the thrughput and respnse-time requirements. THE FOLLOWING ARE THE RESULTS OF MEDIUM QUERY AND COMPLEX QUERY WITH INCREASING NUMBER OF USERS. Operatin # f Users Thrughput (tps) Respnse Time (m sec) Web CPU App CPU DB CPU Medium Query % 25% 8% Medium Query % 355% 13% Medium Query , % 60% 16% Cmplex Query % 30% 10% Cmplex Query % 52% 18% Cmplex Query % 74% 21% Figure 8: MDM n Exadata. Test results fr Medium and Cmplex Query Here the test shws the linear scalability f the applicatin with step increases in number f users. As the number f users increase, we can see the thrughput increasing linearly. 18

21 Oracle Custmer Hub (Siebel UCM) n Oracle Engineered Systems Authr: Shyam Shah and Bill Miller April 2013 Oracle Crpratin Wrld Headquarters 500 Oracle Parkway Redwd Shres, CA U.S.A. Cpyright 2013, Oracle and/r its affiliates. All rights reserved. This dcument is prvided fr infrmatin purpses nly, and the cntents heref are subject t change withut ntice. This dcument is nt warranted t be errr-free, nr subject t any ther warranties r cnditins, whether expressed rally r implied in law, including implied warranties and cnditins f merchantability r fitness fr a particular purpse. We specifically disclaim any liability with respect t this dcument, and n cntractual bligatins are frmed either directly r indirectly by this dcument. This dcument may nt be reprduced r transmitted in any frm r by any means, electrnic r mechanical, fr any purpse, withut ur prir written permissin. Oracle and Java are registered trademarks f Oracle and/r its affiliates. Other names may be trademarks f their respective wners. Wrldwide Inquiries: Phne: Fax: racle.cm 19