Dean Marchetti Director of Development Business Intelligence Division Dean.Marchetti@sybase

1. E102Working Together - A Media Vertical Solution Using Sybase Industry Warehouse Studio, Adaptive Server IQ, and Related Technologies • Dean Marchetti • Director of Development • Business Intelligence Division • Dean.Marchetti@sybase.com

2. E105 –Agenda • Business Objective • Criteria • Product Selection • Product Architecture • Engineering Process • Media Offering

3. Business Opportunity • Increase Advertising Revenue • Cross selling advertisers • Identifying new advertisers • Householding • Increase Circulation • Delivery Analysis (3,5,7 day) • Identifying target markets • Householding

4. Criteria • Buy and NOT Build • Consolidate Multiple Sources to a Single Target • Easily Create and Distribute reports by C/S or WEB • Distribute information about the solution(Meta Data) • Minimize Maintenance

5. Product Selection • Industry Warehouse Studio for Media • Industry Warehouse Studio Household Match • Adapter Server IQ • Warehouse Studio • PowerDesigner • Warehouse Control Center • Business Objects • Informatica

6. Overview – Industry Warehouse Studio Industry Warehouse Studio What is It? • Industry-oriented Data Warehouse Blueprint and BI Platform for Analytics • Allows domain experts to focus on the Business Value of an application … not the data management What’s the Key Value? • SAFE –Reduced Risk • Pre-built models optimize success and time-to-market • Based on proven deployments • Scalable from data mart to enterprise • SMART –Open, Integrated, Extensible • Enterprise-wide scope • Database independent • Integrated models & infrastructure • SAVINGS –Faster Implementation • Save resources, time & money What are the Key Benefits?

7. Sybase Industry Warehouse StudiosAn Enterprise Analytics Infrastructure Data Visualization Other SQL Compliant Tools IWS Analytic Applications CAMPAIGN ANALYSIS - SALES ANALYSIS - CUSTOMER PROFILINING - CUSTOMER CARE ANALYSIS - LOYALTY ANALYSIS TELCO ELECTRONIC BILL ANALYSIS - MEDIA ADVERTISING + CIRCULATION ANALYTICS - WEB ANALYTICS - HOUSEHOLD MATCH IWS Enterprise Analytics Infrastructure Physical Data Schema Core Common Data Models Industry-Specific Data Models Data Model Design Tool Metadata Management Tool ETL Tool Integration (Informatica, Ascential) Sample Data & Sample Report Algorithms Analytical Data Store - Any Database (DB2, UDB, Oracle, Informix, Microsoft, ASE, IQ, etc.)

8. The Key Business Benefit of IWS Enterprise Analytic Infrastructures Typical DW / BI Projects start here “Jump” Start with Sybase IWS Infrastructure Resources • Gather requirements • Define Logical Model based on Line of Business • Design Physical Schema • Build and test ETL templates • Build queries for analysis • Implement • Test • Gather requirements • User feedback • “Customize” • Refine ETL templates • Refine & Add Queries • Test Time

9. Retail Banking Financial Services Capital Markets Credit Card IWS Core Analytics Blueprint Core Tables Summary Events Cross Industry Tables + Views Base Views Insurance Media Life Property & Casualty Sybase Industry Warehouse Studio The Enterprise Blueprint IWS Enterprise Blueprint Healthcare Telco Insurance Utilization Utility Telco

10. Sybase Industry Warehouse Studio Enterprise Models Support Analytic Applications The IWS Blueprint supports the full range of analytic applications from Customer Analytics to Industry-specific Business Performance Analysis. Customer Relationship Analytics Plus Examples include: • Campaign Analysis • Customer Profiling • Sales Analysis • Customer Care (Contacts) Analysis • Loyalty Analysis • Web Analytics • Household Match Business Analytics Examples include: • Customer Activity • Call Traffic • Healthcare Analytics • Persistency Analysis • Account Activity • Risk Analysis • Profitability Analysis

11. IWS Key Concepts • Naming Standards • Engineering followed the USDA standards guidelines when they developed the naming conventions for IWS • Domains • Extensive use of Domains are used to ensure attributes conform across entities • Special Dimensions • Special use dimension tables are used to ensure performance. • Views • Reduces the number of physical tables in the warehouse • Making the context clear to the reader and provides the correct nomenclature for a particular area of an enterprise

12. IWS Key Concepts • Entities • In IWS, an entity is a person, household, organization, or portion of an organization. • Dimensions • Conforming dimensions • Profiles • Used to anchor related Entity dimension information. • Tracks version changes in the profile of an entity over time. • Associations • Reasons and Roles of Entities

13. IWS Key Concepts • Events • Source Events • Derived Events (Core Event – typed event) • Core Event is a collection of all events - both core and subsequent verticals • Reporting Structures • Provides a Hierarchy of internal reporting structure. Usually down to the Person.

14. IWS Key Concepts • Product • Product Dimension • Product Extension • Sales • Source events related to Sales • Accounts • Hierarchy • Typed • Versioned

15. IWS Value Proposition • IWS Built on Experience • Incorporates Years of Experience in VLDW • IWS Reduces Risk and Accelerates Implementation • Proven Blueprint + IWS Tools Provide Major Jump Start to Analytic Application Projects • IWS Open Architecture For Deployment • Any SQL RDBMS, Any BI Visualization Tool • IWS Addresses Business Problems • Designed to focus attention on analytics most important to decision makers in managing their business relationships and business performance • Additional Information • Attend a session

16. Sybase IQ-M Features • Speed • Lightning Fast Ad-Hoc Queries • High Performance Data Loads • Scalability • Linear User Scalability • 100s and 1,000s of Users • From Gigabytes to Terabytes of Data

17. Sybase IQ-M Features • Great Economics • Data Compression vs. Data Explosion • Built-in clustering and storage management • Competitive Pricing

18. Sybase IQ-M Indexes • Fast Projection • Compress RAW data for result sets (Default) • Low Fast • Low Cardinality Data (< 1500 values) • Bit Wise Index • Aggregations on the fly and range searches • High Group Index • Key Fields and Grouping for Cross-Tabular

19. Sybase IQ-M Indexes New with IQ-M 12.4.3 • Word • Key word or Phrase String Searches • Compare • Data Column Comparisons (Expenses > Revenue; Visit < 3 Days and Purchased < 30 Days) • Join • Join Performance

20. Sybase IQ-M is the only database that REDUCES storage requirements Storage in GB required for 1 TB of raw data Efficient Storage Utilization DB2 UDB IBM Teradata NCR Informix Sun Oracle 8i Sun Sybase IQ-M Sun

21. Sybase IQ-M Features • Flexibility • Any Query – Any Time • Ad-Hoc – Any Schema • Any Number of Nodes • Simple Maintenance • Easy to learn, Standard SQL • Additional Information • Attend an IQ-M TechWave session

22. Product OverviewsWarehouse Studio • PowerDesigner • Warehouse Control Center

23. PowerDesigner Overview • Highly graphical interface • Workspace: work unit that includes PowerDesigner models as well as any file • Advanced compare/merge technology • Report generator • VB Script support • Generic, template-based, customizable code generators

24. DW Target Platforms • Report Generation • Multi-model report generator • Drag and drop report construction • Template based, customizable • Generates RTF or HTML report • Repository • Users and Groups management • Acces rights and permissions management • Version control, branches and configuration management • Consolidation/extraction mecanism

25. PowerDesigner Overview • Data Models • E/R models: • Conceptual and Physical data models • Datawarehouse models • RDBMS structures • 30+ Supported • Generation, Reverse-engineering, Synchronization • Support RDBMS specificities (storage parameters, triggers, etc)

26. PowerDesigner Overview • Business Process Model • ebXML generation and reverse-engineering • Code generation • Java, PowerBuilder, XML & WSDL generation and reverse-engineering, C++, C#, VB.Net, etc generation • J2EE Application Servers and IDEs integration • Object/relational mapping • Maping at design time • J2EE Applicatin Servers • Additional Information • Attend a PowerDesigner TechWave session

27. Warehouse Control Center • Meta Data Manager • Import meta data from various sources • ETL, Schema, Case • Validate meta data • Create, Edit and Enhance meta data • Create Info Cubes • Publish meta data to other users • Export meta data to leading analytical tools • Business Objects, Cognos, MSI • User management

28. Warehouse Control Center • Web Client • Browse technical meta data • Browse business meta data • Browse Info Cubes • API • Extracting WCC meta data • Physical, Logical, Links, Descriptions, Info Cubes

29. WCC PowerDesigner Support • Business and technical meta data from design tools, including: • Packages (IWS application specific) • Entities • Attributes • Relationships • Descriptions for the subject areas entities and attributes. • WCC imports this information using the Meta Data Manager software module.

30. WCC ETL Supported • ETL Rules -> WCC • Business rules • Technical formulas used in transformations • Transformation process information • Source system meta data, if available • MDIS Import

31. Product OverviewsPartner Tools • Business Objects • Informatica

32. Visualization - BusinessObjects • BusinessObjects is an easy-to-use BI tool that enables users to access and analyze, information stored in multiple data sources • Scalable • Supports 100s of users • Supports large volumes of data • Client Server • Full client, robust development support • WEB • Thin client

33. Visualization - Business Objects • Supports Multiple forms of “Drilling” • Meta Data Driven Universe • Meta Data Driven Reports • Offline Support • Easy to Use • Developer • End User

34. ETL - Informatica • Comprehensive, real-time integration of enterprise data sources • Enterprise-wide extensibility, enabling growth based on business needs • Scalable and high-performance features that allow users to process increasing amounts of data in shorter times • Metadata-centric approach to leverage and re-use metadata held in enterprise sources

35. ETL - Informatica • Parallel Processing Support • Support across multiple servers • Cache Utilization • Persistent lookup cache support across mappings • Multiple Sources and Targets • RDBMS, ODBC, Flat files • Meta Data Driven • Source, Targets, Transformations,

36. Engineering Process • Engineering Process • Specifications developed with: • Customer • Domain Experts • Consultants • Engineering • Onsite & Offsite Development • Model Design • ETL • Visualization • Process Management

37. Engineering Process • Feature Selection for the Product • Generalized features • Customer specific features • Feed Back Loop • Customer • Project manager • Customer Implementation • Project manager • Engineering

38. Integrated Media Offering • Pre-defined Physical Data Model • Power Designer • High Performance Data Database • IQ-M • Meta Data Manager • Warehouse Control Center • Business Intelligence Reporting Tool Meta Data • Business Objects • ETL • Informatica • Household Match

39. Householding • Householding allows significant cost savings by a enabling direct marketing campaigns to target at the household rather than the individual level. • Targeting a household significantly reduces mailing and marketing costs • IWS Household Match provides 3 Sybase Central plug-ins to match/merge, de-dupe and household records.

40. Householding Value Proposition • Household Match allows an IWS customer to: • Merge records from multiple sources • Remove duplicate records • Household data within IWS • Minimize costs associated with loading externally householded lists • Analyze data in a timely fashion by reducing latency associated with 3rd party service provider • Realize a rapid return on investment • Protect the privacy of subscriber/customer list

41. Household MatchA “4 Step” Process

42. Media Demo • Media Demo • 10-15 minutes • Media Advertising • Business Objects • IQ-M