Ibm Netezza Sales Mastery Course

Information Management Software 2011
IBM Netezza Sales Mastery Course for Business Partners
Information Management
2011IBM Corporation
agenda
1
IBM Netezza Overview IBM Netezza Customer Value and Differentiation Inside the IBM Netezza Twinfin Appliance IBM Netezza Sales Process and Opportunity Identification
IBM Netezza Customer Examples
IBM Netezza Advantage over Competition

2011 IBM Corporation
The TwinFin Appliance Revolutionizing Analytics
Purpose-built analytics engine
Integrated database, server & storage

Standard interfaces Low total cost of ownership Speed: 10-100x faster than traditional systems Simplicity: Minimal administration and tuning Scalability: Peta-scale user data capacity Smart: High-performance advanced analytics
IBM Netezza is part of IBM Information Management

Transactional & Collaborative Applications
Business Analytic Applications
Integrate
Master Data Data Warehouses
Analyze
www
Big Data Structured Data
Manage
External Information Sources
Streams
Data Content Streaming Information
Data Warehouse Appliances
Govern
Quality
Lifecycle Management
Security & Privacy
Netezza is a Halo product -- Value add to IBM portfolio

Web Analytics, Marketing Automation, Campaign Management Enterprise performance management, Reporting, Dashboarding, Mobile BI Data Mining, Advanced Analytics, Predictive Modeling, Statistics
InfoSphere
Powered by Netezza
DataStage, QualityStage, MDM

Business rules management systems, decision governance
BigInsights
Content Analytics
5
Hadoop and Map-reduce engine, Hadoop
Text analytics, UIMA, Unstructured data visualization, Sentiment analysis
Market Opportunity
The Data Warehousing market (including SW and HW) represents a $16B opportunity, growing 8% per year through 2015
- IDC
By 2015, at least 50% of enterprises with data warehouses in production will include a data warehouse appliance.
- Donald Feinberg, Gartner
agenda
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Next Topic

days for a single query
constant tuning
Nearly 70% of data warehouses experience
performance-constrained issues of various types.
- Gartner 2010 Magic Quadrant
specialized resources required
months to deploy
Data continues to
The right data warehouse
expand exponentially.
is now mission critical.
Analytics are becoming more complex as
business demands faster answers.
Traditional data warehouses
are just too complex

They are based on databases optimized for transaction processing NOT to meet the demands of advanced analytics on big data.
Too complex an infrastructure Too complicated to deploy Too much tuning required Too inefficient at analytics Too many people needed to maintain Too costly to operate
Too long to get answers
10
IBM Netezzas revolutionary approach
The Appliance
Simpler, faster, more accessible analytics
11
This is what IBM Netezza has done in the data warehousing market: It has totally changed the way we think about data warehousing.
- Philip Howard, Bloor Research
TwinFin
The true data warehousing appliance.

Purpose-built analytics engine Integrated database, server and storage Standard interfaces Low total cost of ownership Speed: 10-100x faster than traditional system Simplicity: Minimal administration and tuning Scalability: Peta-scale user data capacity Smart: High-performance advanced analytics
12
Appliances make it simple,

completely transforming the user experience.
Dedicated device
Optimized for purpose Complete solution
Fast installation
Very easy operation Standard interfaces Low cost
13
Traditional Data Warehouse Complexity
Data Warehousing Simplified
A true appliance drives
speed that transforms the business
16
when something took 24 hours I could only do so much with it, but when something takes 10 seconds, I may be able to completely rethink the business
- SVP Application Development, Nielsen
much easier and faster deployment
17
eHarmony
They shipped us a box, we put it into our data center and plugged into our network. Within 24 hours we were up and running. I'm not exaggerating, it was that easy.
- Joseph Essas, Vice President of Technology, eHarmony
lower cost of ownership
18
Our data warehouse team consists of one to two employees that we need once every three months, to do small changes for release verifications.
- Mark Saponar, CIO, iBasis, a KPN Affiliate
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19
Inside the TwinFin

Optimized Hardware + Software Purpose-built for high performance analytics; requires no tuning
True MPP All processors fully utilized for maximum speed and efficiency
Streaming Data
Hardware-based query acceleration for blistering-fast results
Deep Analytics
Complex analytics executed in-database for deeper insights
20
Legacy Solution: Move Data to Query

Resulting in Significant I/O Bottlenecks
AIX
Client
SOLARIS
HP-UX
WINDOWS
LINUX
Database
Server
Storage
SQL DATA
ETL Server
DBA CLI
I/O I/O
CACHE
Source Systems
3rd Party Apps
I/O
CACHEI/O
I/O
CACHE
SQL
High Performance Loader
Data
21
The Netezza Approach -- Asymmetric Massively Parallel Processing

Move the Query to the Data to eliminate I/O limitations
AIX
Netezza TwinFin Appliance

HP-UX
S-Blade Processor & streaming DB logic
Client
SOLARIS
WINDOWS
LINUX
1
ODBC 3.X JDBC Type 4 OLE-DB SQL/92
SQL Compiler Query Plan Optimize

Execution Engine
2 3

ETL Server
Admin
High-Speed Loader/Unloader
High-Performance Database Engine Streaming joins, aggregations, sorts

DBA CLI
960
Front End DBOS
Source Systems
3rd Party Apps
SMP Host
High Performance Loader
Network Fabric
Massively Parallel Intelligent Storage
22
S-Blade Data Stream Processing Move the Query to the Data
FPGA Core
CPU Core
Compression Engine
Project
Restrict, Visibility
Complex Joins, Aggs, etc.
96 S-Blade Data Processing Streams per cabinet IBM Netezza processes DB functions in HW, with compression boosting performance up to 4x Data I/O is reduced by 95%-98%
23 2011 IBM Corporation
Advanced Analytics the Traditional Way
SAS
Data Warehouse Data
Analytics Grid
ETL
SQL ETL SQL R, S+ ETL
C/C++, Java, Python, Fortran,
Demand Forecasting
Fraud Detection
SQL
24
Advanced Analytics with TwinFin
SAS
Data Warehouse Data
Analytics Grid
ETL
SQL ETL SQL R, S+ ETL
Demand Forecasting
Fraud Detection
SQL
25
Advanced Analytics with TwinFin
SAS
SQL
Demand Forecasting
R, S+
Fraud Detection
SQL
26
In Database Analytics: Moving application work In-Database

1. Replace a traditional database with Netezza for serving up SAS datasets 50 times faster at Endo Pharma 2. Recode portions of SAS Procedures to Netezza SQL 22 hours on Oracle/IBM RS6000 9 minutes on Netezza 3. Fully embedded partner applications SAS Scoring Accelerator for Netezza o 270 times faster at Catalina
o http://www.sas.com/news/preleases/CatalinaNetezza.html
Fuzzy Logix C++ Regression Models & Algorithm Library o Sears Market Basket Analysis 5 minutes at Catalina o Provider Scoring at Humana o Six weeks (25 SAS jobs on Oracle) 28 minutes (Fuzzy Logix/Netezza) 4. Extension of Code support beyond C/C++ Java, Python, Fortran, R, MapReduce, Hadoop
27
The IBM Netezza TwinFin Appliance
Disk Enclosures
Slice of User Data Swap and Mirror partitions High speed data streaming SQL Compiler Query Plan Optimize Admin Processor & streaming DB logic High-performance database engine streaming joins, aggregations, sorts, etc.
SMP Hosts
S-Blades (with FPGA-based Database Accelerator)
28
IBM Netezza S-Blade

Operates as a logical unit of 1: 1 Disk 1 CPU Core 1 Field Programmable Gate Array (FPGA) Core
29
12 Specification (single cabinet)

8 Disk Enclosures 96 1TB SAS Drives (4 hot spares) RAID 1 Mirroring
2 Hosts (Active-Passive): 2 Quad-Core Intel 2+ GHz CPUs 7x146 GB SAS Drives Red Hat Linux 5 64-bit 12 IBM Netezza S-Blades: 2 Intel Quad-Core 2+ GHz CPUs 4 Dual-Engine 125 MHz FPGAs 16 GB DDR2 RAM Linux 64-bit Kernel
User Data Capacity: Data Scan Speed: Load Speed (per system):
30
32/128 TB** 35/145 TB/hr** 2+ TB/hr
Power Requirements: Cooling Requirements:
7.6 kW 26,500 BTU
**: 4X compression assumed
IBM Netezza TwinFin Appliance Scalability

1 10
.......
TF3
Cabinets Processing Units Capacity (TB) Effective Capacity (TB)* 1/4 24 8 32
TF6
1/2 48 16 64
TF12
1 96 32 128
TF18
1.5 144 48 192
TF24
2 192 64 256
TF36
3 288 96 384
TF48
4 384 128 512
TF72
6 576 192 768
TF96
8 768 256 1024
TF120
10 960 320 1280
Predictable, Linear Scalability throughout entire family
Capacity = User Data space Effective Capacity = User Data Space with compression
31
*: 4X compression assumed 2011 IBM Corporation
IBM Netezza = Simplicity

NO INDEXES saves disk space, allows maximum flexibility NO dbspace/tablespace sizing and configuration NO redo/physical log sizing and configuration NO journaling/logical log sizing and configuration NO page/block sizing and configuration for tables NO extent sizing and configuration for tables NO temp space allocation and monitoring
Benefits
Instead of spending time and effort on tedious DBA tasks, use the time for higher BUSINESS VALUE tasks: Bring on new applications and groups Quickly build out new data marts Provide more functionality to your end users
NO RAID level decisions for dbspaces

NO logical volume creations of files NO integration of OS kernel recommendations NO maintenance of OS recommended patch levels
NO JAD sessions to configure host/network/storage

Simple partitioning strategies: HASH or ROUND ROBIN
32
IBM Netezza Simplicity and Effects on TCO

Telco Service Provider Deployment
Telecom Call Detail Record FACT (6 billion rows)

Tables Indexes Table Partitions Index Partitions Table Partitions tablespaces Index Partitions tablespaces Table Data Files Index Data Files
Oracle Object Count *

1 12 47 564 47 47 170 122
IBM Netezza Object Count

1
TOTAL
1,010
Look at all the weeks/months worth of effort, DBA design and maintenance that we don't have with IBM Netezza. The appliance claims are true.
*: Oracle data does not account for ADDITIONAL effort required in configuring and engineering the file system design to accommodate this index management scheme.
Time to Deployment
Time to Deployment Comparison
Traditional Analytics Solution
Months
Final Testing & Production Preparation & Initialization Planning & Installation
IBM Netezza TwinFin

Traditional DW Approach IBM Netezza Approach
Days or Weeks
Netezza TwinFin appliance dramatically reduces all three phases of Data Warehousing deployment
Seamless Integration with Enterprise Ecosystem

Certified interoperability with leading applications and tools
Data Integration
Business Intelligence and Analytics
Advanced Analytics and Data Mining
35
IBM Netezza Analytics Appliance = Value

Network Scale Performance
Predictable, Linear Scalability to meet growing network and data analytics demands 10-100x Faster than other solutions..enables speed of thought analysis Extreme Performance for any Ad Hoc query, Predictive Modeling, What-if Analysis
Appliance Simplicity
Simple Installation and OperationNo Configuration, No Tuning, No Indexing Perfect Fit as Embedded Technology Component within Partner Solution
Architectural Flexibility
Performance adapts to changing business models ad hoc ability to question everything
Avoids brittle architecture that comes with physical database design

Flexible, Extensive Workload Management Capabilities
36
Why IBM Netezza over Conventional DW?

Typical Budget Outlay for BI Project
Application
Administration
Infrastructure
Budget Allocation with IBM Netezza architecture
Application
Admin
Infrastructure
Real $$ Saved
Larger budget allocation for application & asset development

Budget shift to strategic, value added activities More visibility within the organization Increased application services with better rates Reduced low end IT oriented services
Why IBM Netezza? Because . . .

Performance matters Onsite POCs matter TCO and ROI matter Business Results matter
37
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Typical Sales Cycle
Lead Generation Account Planning Customer Intro Netezza Positioning
Qualification Budget Sponsorship Approvals
Onsite POC Planning Ship Machine Onsite Onsite POC Execution Full Disclosure Report
Contracts Purchase Order
nzLaunch Usage Monitoring Capacity Planning
Prospecting
Qualification
POC
Purchase & Sale
Customer Launch
1-2 months
3-4 months
2-3 weeks
2-4 weeks
1-3 weeks
39
BI Emergencies: C-Level Pain Points
Service
Profit
Churn
Data Quality
Satisfaction
Response
Costs
Latency
Opportunity Qualifiers
Line of Business
I cant analyze ALL my data I have to sample or summarize I have a report that takes three days to run I have to dumb down the problem to fit the data warehouse My analyses are conducted on stale and outdated data I need to involve IT for every new report or query
IT
I cannot keep up with growing data, users and applications
We regularly miss SLAs for data freshness/availability Ad-hoc and analytic queries take too long or just not possible I have a backlog of pending applications projects
I need to do more with less

General Positioning: Benefits of High Performance

Dramatic productivity improvements for analysts Monthly analysis done in seconds/minutes versus hours, days Data mining/exploration done over years of historical data, not just days sampling no longer required More detailed customer segmentation produces an increase in retention, cross-sell and up-sell capabilities
Revenue enhancing solutions developed from new and more complex analysis
Painless scalability and integration with other systems
The Result: Act at the Speed of Thought Maximum ROI on Business Intelligence
Where Do You Hunt? Business Side

Current focus: Telcos, Retailers, Financial Services, Digital Media, Healthcare
Current BI systems are slow to answer Business needs settle on sample data
Management unable to answer important questions from existing data warehouse Users want answers in seconds and minutes Existing technology takes hours and days Business needs to analyze up-to-date data all the time Want to look at full, detailed data sets, not summaries Data and queries changing and dynamic Cant get what they need from IT
Considering costly upgrade

New Analytic Needs that IBM Netezza now addresses
43
Where Do You Hunt? Technology Side

New data mart project in development Encountering performance challenges Lots of complex and ad hoc queries 500 GB 1 PB (lower GB needs to be growing quickly) Price sensitive
Old technology installations: Sybase customers

Red Brick and Informix customers (end-of-life concerns) Mid-range Oracle customers: Exadata and all Oracle DW BI projects
44
Where Do You Avoid?

Less than 500GB of data, simple queries (SQL-Server tip-off) Hundreds/thousands of users, lots of short/lookup queries Just purchased large amounts of competitors gear Feature fights Warning sign IT staff asking lots of questions about system adjustment and tuning Transaction processing applications (OLTP) ERP, SFA, customer service, supply chain application support
45
Qualifying Questions
Current status/pain
Are you using data warehousing, data mart, or BI technology? Are you experiencing poor performance or pain in response time with your current solutions? Are there questions you would like to ask that can not be processed in the current environment? Do lengthy data processing windows hinder your analytical processes? What front-end BI apps are you using? Do you have business services/products you wish you could provide? Are you doing Advanced analytics projects using SAS SPSS or other quantitative tools? When did you last update your DW BI systems?
Business issues
Do you feel as though faster business intelligence would make you more competitive? Are your business intelligence users happy or just accepting what they get? Are you investigating new technology to reduce the latency in your analyses? Who evaluates BI technology, and who budgets for it?
46
What is a good prospect / IBM Netezza lead

Large Data volumes: typically always over 1TB, ideally 5TB Petabyte of user data if smaller data set (1TB or under), then the prospect must have simplicity as their #1 objective - small staff, need to lessen TCO, etc. if smaller data set then we will expand it 10x to 20x for POC Competitive advantage separates significantly over 20TB (the line of demarcation becomes clear as compared to competition) Company views data as a corporate asset (competitive advantage) Must be doing complex analysis Need to bring an application online fast
hair on fire type of scenario not meeting SLAs
47
What is a good prospect / IBM Netezza lead

Key attributes of opportunity are: migration, time to market, and flexibility no easier system to implement and change due to the low / non-existent physical modeling of IBM Netezza Current performance is ok but constant tuning is required Care and feeding costs are high Installed Oracle and Teradata shops that have hit the limit with existing technology that are using it for analytics, not OLTP Competing against ankle biters - GreenPlum (EMC), Vertica (HP), AsterData (TD)
48
Not a IBM Netezza Lead

Small data size (under 500 GB) - any modern data warehouse platform can optimize and perform under a TB - so unless simplicity is the key issue, walk away If they continually ask the same questions over and over - "what happened yesterday" without analytics / ad-hoc High concurrency - OLTP / ODS / and / or just 1,000s of users asking the same type of questions
Low percentage of true ad hoc usage

If there is no sponsor who is willing to change absolutely need a change agent if it is an ORCL / TD / MSFT / etc. shop. Not willing to invest several hundred thousand or million plus Dont perceive their data as a competitive advantage or key strategy in their business Be prepared to say NO
49
IBM Netezza Solution Proposal & Proof of Concept (POC)

Solution Proposal is a formal presentation and meeting A CRUCIAL step in the competitive environment
Objectives: Gain concurrence on customer pain points Gain concurrence on vendor rules of engagement for POC (very important) Establish logistics of the POC Establish next steps and timelines based on agreed results and metrics
Proof of Concept (POC) Objectives: Prove IBM Netezzas claims, convert doubters Differentiate from the competition, set the bar for the competition Performed onsite, include IT and User community Focus on severe performance problem areas, using production volumes Focus on scenarios customer cannot currently execute Full Disclosure Report (FDR) Follows POC, Exec Level meeting to present results and gain concurrence Position for close and purchase order
Meaningful POC in 2 Weeks
Customers data onsite

Real production workload and concurrency Unfettered access and ad-hoc testing Out-of-the box performance with minimal tuning Integration with 3rd party BI, ETL, Backup, etc. tools No risk to customer
51
POC: Query Performance

250
200
150
106X faster 138X faster
Netezza TwinFin Oracle RAC
100
50
0
Q1 Q2 Q3 Q4
POC for a leading direct marketing services company Configuration: TwinFin vs. Oracle v10.2.3 RAC Results: TwinFin executes BI queries 89X faster than Oracle RAC
Typical Netezza Win Over Teradata: US Telco
Completed <1 week
Ran CDR analytics Generated $5M in billing revenue Lower overall TCO
Netezza POC
Extended POC
Teradata POC
"In essence, Netezza had paid for itself prior to being purchased."
- Senior Manager, Enterprise BI
53
Test Drive
TwinFin
Your Data. Your Site. Our Appliance.
54
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55
IBM Netezza Client Base

Digital Media
Financial Services
92%
67%
referencable
Government
Health & Life Sciences Retail / Consumer Products
repeat business
Telecom
Other
Case Studies, Videos and More
http://www.IBM Netezza.com/customers/index.aspx
57
Retail Success: Merchandising & Planning
58
Telco Success: Subscriber Data Mgmt
59
Digital Media Success: Consumer Insight
60
Financial Services Success: Risk & Credit Management
61
Health & Life Sciences Success: Customer Intelligence for Providers
62
Government Success: Smart Grid
63
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64

IBM Netezza Has High Success Rates vs. Oracle & Teradata
Speed Hardwarebased data streaming
Scalability True MPP offers enterprise scale-out
Simple Black-box appliance with no tuning or storage administration
Smart Built-in advanced analytics pushed deep into database
NO
NO
NO
NO
NO
YES
NO
LIMITED
65
IBM Netezza is better value than Teradata

Teradata
High initial cost
Results In
IBM Netezza
Low initial cost
Client Advantage
Costs
Lots of professional services Lots of administration Limited analytics pushdown
High cost of ownership
Low total cost of ownership Little administration
Smart
Analytics causes resource contention Constant tuning for performance
Poor analytic performance Difficult and slow to provide business value Data warehouse performance doesnt scale consistently
Minimal contention due to analytics
More customers benefit from faster analytics
Simplicity
Needs much administration Old inefficient legacy code
True appliance No tuning
Faster time to value
Speed
Complex workload partitions
Designed for balance
Highest / most consistent data warehouse and advanced analytics performance
Proprietary interconnect
Architecture
Virtualized MPP nodes (vAMPs) Separating compute and storage
Unpredictable performance
True MPP FPGA acceleration
Best architecture for data warehouse and advanced analytics
66
IBM Netezza is Better Value than Oracle Exadata

Oracle Exadata
High initial cost Costs Lots of administration Limited analytics pushdown Smart Inefficiency of Oracle Real Application Clusters (RAC)
Complexity of Oracle RAC
Results In
IBM Netezza
Client Advantage
High total cost of ownership
Low initial cost Low total cost of ownership Little administration
Poor analytic performance
Extensive analytics Pushdown capabilities
Fast time to insight More users benefit from faster analytics
Simplicity
Constant tuning for performance Complex patch process No proof points on scaling
Complex administration
True appliance No tuning
Faster time to value
Scalability
RAC scalability bottleneck Designed for OLTP
Business growth risk
Proven scalability
Business growth with confidence
Speed
RAC is inefficient for data warehouse workloads
Poor data warehouse performance
Designed for data warehousing
Highest data warehouse performance
Architecture
Clustered SMP database layer + Shared disk MPP storage layer
Compromised performance
True MPP FPGA acceleration
Best architecture for data warehousing and advanced analytics
67
Beating Oracle Exadata
Poor DW performance: Tuned for OLTP (e.g. FlashCache)
Complex administration: Complexity of RAC

Poor analytic performance: Very limited push-down analytics High cost of ownership: High acquisition and admin costs
Exadata is just a RAC cluster on steroids. Something
that won't run well in a RAC cluster is not likely to run well on Exadata
- Oracle customer quoted in Piper Jaffray Note , Oct 2010
68
Winning With IBM Netezza
TwinFin: the true DW appliance Key competitive weapon Differentiated architecture Very loyal and marquee customer base Proven winning methodology
Halo product generates adjacent opportunities
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Information Management Software 2011

IBM Netezza Sales Mastery Course for Business Partners

IBM Netezza Customer Examples

IBM Netezza Advantage over Competition

The TwinFin Appliance Revolutionizing Analytics

Purpose-built analytics engine

Integrated database, server & storage

2011 IBM Corporation

IBM Netezza is part of IBM Information Management

Business Analytic Applications

Data Content Streaming Information

Data Warehouse Appliances

Security & Privacy

2011 IBM Corporation

Netezza is a Halo product -- Value add to IBM portfolio

DataStage, QualityStage, MDM

Hadoop and Map-reduce engine, Hadoop

Text analytics, UIMA, Unstructured data visualization, Sentiment analysis

2011 IBM Corporation

2011 IBM Corporation

IBM Netezza Customer Examples

IBM Netezza Advantage over Competition

days for a single query

specialized resources required

The right data warehouse

is now mission critical.

Analytics are becoming more complex as

business demands faster answers.

2011 IBM Corporation

Traditional data warehouses

are just too complex

Too long to get answers

2011 IBM Corporation

IBM Netezzas revolutionary approach

2011 IBM Corporation

Appliances make it simple,

2011 IBM Corporation

Traditional Data Warehouse Complexity

2011 IBM Corporation

Data Warehousing Simplified

2011 IBM Corporation

A true appliance drives

speed that transforms the business

2011 IBM Corporation

A true appliance drives

much easier and faster deployment

2011 IBM Corporation

A true appliance drives

lower cost of ownership

2011 IBM Corporation

IBM Netezza Customer Examples

IBM Netezza Advantage over Competition

Inside the TwinFin

2011 IBM Corporation

Legacy Solution: Move Data to Query

3rd Party Apps

High Performance Loader

2011 IBM Corporation

The Netezza Approach -- Asymmetric Massively Parallel Processing

Netezza TwinFin Appliance

SQL Compiler Query Plan Optimize

S-Blade Processor & streaming DB logic

S-Blade Processor & streaming DB logic

32/128 TB 35/145 TB/hr 2+ TB/hr