2. <Insert Picture Here>
Quelle Neckermann - Germany
Reiner Zimmermann
Product Management – Oracle DWH Development

3. Presentation Agenda Company Background DWH usage and applications
DWH Architecture
SLA
Current Activities
Good morning, my name is _____________ and I’m pleased to be with you this morning.
I’m responsible for ______________ within Oracle’s [Automotive] business. The Automotive industry is one of the largest market segments served by Oracle, you’ll see our customer list later in this presentation. Our Automotive customers keep over 600 Oracle employees very busy and after today’s visit I hope that you’ll see several opportunities where Oracle can help solve some of your problems
Enough of that let’s get going

4. <Insert Picture Here>
Company Background

5. Karstadt – Quelle Holding
Revenue Total : 15,3 Mrd. € Mailorder : ,0 Mrd. €
Employees : Mailorder :
Facts (2003)

6. Quelle - Mailorder Facts (2003) Two strong brands Kennzahlen (2002)
Nr. 1 mailorder company in germany
30% market share in germany
140 daughter companies
present in 22 european countries
stationary, supporting units/shops in europe
65 mio shipments / year
38 mio main catalogues p. a.
95% brand knowledge
Facts (2003)

7. <Insert Picture Here>
DWH usage and applications

8. Data Mining, Customer Scoring, Analysis Granular Data Warehouse
Usage of the DWH
CRM-Actions
Campagn-Management
Data Mining, Customer Scoring, Analysis
MIS,
Reporting
30%
Computing Power
Source Systems
Granular Data Warehouse

9. Granular Data Warehouse
DWH processes
Sales
Product- Management
Complaints
Call-Center Service
Internet
Complaints
Call-Center Service
Internet
Operative CRM
Granular Data Warehouse
Analytic CRM
MIS Business Intelligence Controlling
MIS Business Intelligence Controlling
Diversification of marketing material
Diversification of marketing material
Collection, Consolidation and Storage of all customer related transactions and information
add Product – Sales Information (analytical CRM)
allocation of targeted information to steer the CRM processes

10. <Insert Picture Here>
DWH architecture

11. ... once upon a time .... a DWH platform was seached ...
Benchmark of several hardware vendors : - HP - Sun - Bull - Tandem - IBM
... and the winner was :
SUN E10k
EMC

12. ... some years later ....
a new DWH platform was seached with a better price performance ratio ...
... and the winner was :
HP Superdome
HP EVA SAN

13. ... last year ....
The system was too expensive – but the vendor was OK ...
So they evaluated alternatives
Oracle RAC was presented
The Amazon case was presented
... and finally the solution was made ...
To replace the HP Superdomes with a Oracle RAC – Blade infrastructure

14. Current DWH Infrastructure
Mandantes/companies:
Quelle
neckermann.de
Mode und Preis
Madeleine
Elegance (incl. Bogner, …)
Quelle-Gruppen-DWH (Peter Hahn, KQV, …)
Datenbases/Filesystems:
DBQDWH:
Quelle, „Mode und Preis“, Madeleine, Elegance
Quelle goup-DWH
ca. 5,8 TB, ca. 600 User
DBNDWH:
neckermann.de
ca. 3,1 TB, ca. 70 User
DBKTO:
Reporting – Customers - Finance Q/N
ca. 1,4 TB, ca. 120 User
DBMA:
Quelle foreign companies
ca. 0,4 TB, ca. 130 User
Filesystem:
ca. 2,5 TB

15. OS-Struktur on ~11 Knoten
Cluster Distribution of DWH Services
Datenbase on 11 nodes
DBQDWH
DBNDWH
DBKTO
DBMA
DB-Structur on 2 nodes
IAS/OID/SSO
OS-Struktur on ~11 Knoten
NFS, Filesystem
TWS, SSH/SFTP
XCOMM
Testsystem on 1 node
ENQDWH
ENKTO, ENMA ENSVSDWH
Clusterware

16. Cluster-Configuration (Standard)
Quelle
RAC
ne.de
RAC
Server
DBMA
Loadbalancer
Quelle
RAC
Quelle
RAC
Quelle
RAC
ne.de
RAC
Server
DBKTO
Test
Fibre-Channel
Je 4x Xeon64/3,66GHz 16/32 GB Mem.
Database DBMA and DBKTO
IAS [Discoverer, OID (SSO / LDAP)]
Periphere Software
(XCOMM, SFTP, SSH,…)
Quelle
3x EVA8000
249 discs á146GB
neckermann.de

17. Cluster-Re-Configuration (Workload/Peak Mgmt)
Server
DBMA
DBKTO
ne.de
RAC
Quelle
Test
Loadbalancer
Server
DBMA
DBKTO
ne.de
RAC
Quelle
Loadbalancer

18. Cluster-Re-Configuration (Testing)
Server
DBMA
DBKTO
ne.de
RAC
Quelle
Test
Loadbalancer
Quelle
RAC
ne.de
RAC
Server
DBMA
Loadbalancer
ne.de
RAC
Server
DBKTO
Test
Test
Test
Test

19. Hardware Architecture & Cost (Capex)
Nodes : 12x DL580 – each 15k EUR = EUR (32MB RAM – Xeon Ghz)
Infrastructure / Switches / FC = 35k EUR (2 GB / I/O Throughput)
Disc Subsystem 3x EVA8000 – each 250k = 750k
(17 TB Net capacity / Raid 1)
Total EUR

20. Software Architecture
OS : Suse Linux 64bit
Disk Layout : Oracle ASM
DB – Software : Oracle 10g
Backup & Recovery : Oracle RMAN / ILM (planned)
System Mgmt : OEM – Diag / Tuning / Change / Conf
DB-Options : Partitioning Option Real Application Cluster
ETL Option (OWB)

21. Goal of a (joined) Cluster
Conceptual Goals
Consolidation of all Marketing-DWHs of mail-order devision
Building one platform for DWH-Applications
Technological Goals
Basis for scalability of computing power and storage without complete change of HW / SAN - normal growth (add now nodes / add additional storage) - cope with short-term peaks through load balancing and reconfiguration of existing ressources.
Increase availability through fail-over scenarios
Increase availability through rolling upgrade of software
Ressource sharing of DB-near services (IAS – SSO – Applications)
Speed up system – 3x faster

22. Goal of a (joined) Cluster
Commercial Goals
Use of cheap HW – new Hardware ½ price
BUT : watch out for Outsourcing concepts : (ex. Adidas)
mostly no cost savings for the application owner
Existing contacts in place
Talk with the outsources

23. <Insert Picture Here>
DWH SLA’s

24. Backup / Recovery Concept (current)
Daily full backup on Tape using Oracle RMAN
Backup parallelized on 4 steams/nodes
duration 3.5 h
Disaster Recovery Scenario – full restore from tape

25. Administration of the DWH
3 shifts / 3 DBA per shift managing 100 Oracle DBs
DWH administration : - System / DB admin ~ 4 month / year ~ 0.3 FTE - Disk admin ~ 1 month / year ~ 0.1 FTE - B/R admin ~ 1 month / year ~ 0.1 FTE
Total DWH admin 0.5 FTE

26. Volume evolution & influence of Administration
no visible influence
tables are range partitioned – hence query time is not influenced
old data / partitions are compressed – hence even positive effect on performance

27. Downtime management current SLA’s allow 2 days downtime
max planned downtime since cluster – 4h
max unplanned downtime since cluster – 0h
Upgrade clusterware and patches – rolling upgrades

28. <Insert Picture Here>
Current Activities

29. Current Activities customer Story w/ German marketing
technical story for DOAG / BI Magazine …
EMEA Terabyte Club - Bologna

30. More Information
Dr. Gernot Schreib Head DWH – Quelle AG
Norbert Gösswein Head DB Management – AtosOrigin AG
Herbert Rossgoderer DWH Consultant – Oracle Germany
Reiner Zimmermann Product Manager – Oracle DWH Development

31. Quelle AG - Snapshot Business facts Technology facts Business Solution
Quelle AG is the largest mail-order company in Germany with a market share of 30% and 142 subsidaries. Quelle has presents in 22 european countries with mail-order supporting affilates
Quelle AG send 65 Mio orders and around 38 Mio main catalogues to clients every year and around 140 Million special catalogues.
Quelle has a 95% brand awareness in germany.
Migration from Sun E10k / HP Superdome / HP DL580
12 node RAC cluster - HP DL 580
Storage : HP, 3x EVA 8000 / 249 discs a 146 GB
Business Solution
Used Software
- Management Reporting (MIS) - Oracle OLAP & Discoverer technology - around 300 KPI within 10 Dimensions users
- Analytical CRM - Time Series analysis - ABC-Analysis - Campaign-Controlling - Retour-analysis - Market Basket Analysis - Kredit – Risk - Fraud Detection
Departments : Marketing / Sales / Product Management Controlling / Call Center
Oracle 10g R2
RAC / Partitioning / Express
ASM
OWB
Discoverer / OFA / Reports
Suse – Linux
> 600 users

32. Bring up on stage two customers to tell the audience about their experiences.
Manpower Associates is a $14.9B global company with 27,000 employees in the temporary staffing business. Manpower runs a combined PeopleSoft Enterprise and JD Edwards EnterpriseOne shop. These experts in human resources use Enterprise HCM for their own staffing and EnterpriseOne Payroll and Service Billing for handling the large volumes of US-based temporary staff. Manpower is very happy with Oracle’s support since purchasing PeopleSoft and is looking forward to a long relationship with Oracle.
Spokesperson will be Jay Schaudies, Vice President, Global eCommerce.
Welch Foods is the food processing and marketing arm of National Grape Cooperative Association. Organized in 1945, National Grape is a grower-owned agricultural cooperative with 1,461 members. The company, headquartered in Concord, Massachusetts, operates six plants located in Michigan, New York, Pennsylvania and Washington. The company was running a mix of legacy, home grown, and manual systems that failed to provide senior management with accurate and timely cost and production information. Welch’s required a centralized manufacturing and financial information system to improve management decision making. The solution had to be hot-pluggable with existing technologies, for example, Welch’s Plumtree portal.
Welch Foods chose Oracle over SAP for this business-critical application. The key to the customer’s business problem was their ability to manage costs. The company’s costs are driven by fruit solid content in each of their products, and they use a specialized technique called BRIX for measuring and calculating the cost of materials. Welch’s compared SAP and Oracle SAP’s software was too rigid and, therefore, unable to include the BRIX calculation in their manufacturing solution. Only Oracle’s OPM could bind this custom cost method into the Quality Management Process.
Technology customer yet to be determined. Current possibilities include eBay and FTD Florists.