sales growth at qualcomm with obiee - oow 2010 · oracle 11gr2 sales growth at qualcomm with...

Sales Growth with OBIEE at Qualcomm

Oracle Open WorldSeptember 21, 2010September 21, 2010

Jeff McQuiggSr. Architect, KPI Partnerswww.kpipartners.com

Jon KulaProgram Lead, Qualcommwww.qualcomm.com

Introduction

Business Need & Solution

Technical Solution

Project Implementation

Agenda

Status & Future Plans

Challenges, Lessons Learned & Best Practices

Wrap-Up

Q&A

Sales Growth at Qualcomm With OBI

Introduction

Project Highlights

•Customer facing analysis

portal

•Tied various custom

applications together

•Focus on comparitive &

Qualcomm QES

•Global leader in

wireless platforms

and services for the

Transportation &

Logistics industry•Focus on comparitive &

relative analysis

•Extensive investment in data

architecture

•Real-time data capture

•OBIEE 10.1.3.4 on Oracle

11gR2

•Phase 1 Go-Live this week!

KPI Partners

•Experts in Data

Warehousing and

OBI

implementations

•Oracle Pillar Partner


About the Presenters

• Sr. Architect with KPI Partners

• Expert in Siebel Analytics & OBI

for nearly 10 years on 30+ projects

• 15 years Data Warehousing

Jeff

McQuigg

• Solutions Architect with

Qualcomm for 3 years

• 15 years experience working on

Jon

Kula

• 15 years Data Warehousing

implementation experience with

Deloitte, Siebel, Metricsphere &

KPI

• OBI Thought Leader via blogs, IT

Toolbox, OBIEE EM Group &

speaking engagements

• Currently the KPI Project Manager

& Lead BI & DW Architect

• 15 years experience working on

and leading large scale IT Projects

in large corporate environments

• Provided vendor oversight and IT

technical leadership on project

World’s Largest Mobile Data Only Network

Fully redundant NOCs in

San Diego & Las Vegas

Service spanning

40 Countries on

4 Continents


About Qualcomm QES

9 Network Operations Centers

Processing 12.5M+

transactions daily

Staffed 24x7x365

Tracking 600,000 on-air

units & 6,000 customers

QES

Improve

Cargo & Asset

Security

Improve

Safety

Simplify

Compliance


About Qualcomm QES

QES

Enhance

Productivity

Lower

Operational

Costs

Helping customers operate at peak performance and provide superior customer service for more than 20 years

Safety Safety


Business Problem – Customer Experience

• Each app was developed separately

• Varied reporting user experience

Before AM

• Each app was developed separately

• Varied reporting user experience

Before AM

• Centralized environment

• Standardized look and feel

With AM

• Centralized environment

• Standardized look and feel

With AM

Cust.

Hours

DriversLocation

Vehicle & Perf

Hours

Drivers

Location

Vehicle & Perf

Cust. Analytics

Manager


Business Solution - Costs

• Old: High – multiple stovepipes

• Now: Low – Initial investment then

deltas

Incremental Costs

• Old: High – multiple stovepipes

• Now: Low – Initial investment then

deltas

Incremental Costs

• Reporting complexity lessens with

each new app

Complexity

• Reporting complexity lessens with

each new app

Complexity


Business Solution - Benefits

QESQES

• Additional revenue streams• New Customer Acquisition• Less Churn (Existing Customers)• Monthly Software Fees

• Engineering savings• Less report development• Less one-off interfaces among apps

CustomersCustomers

• One-stop shop for all their data• Holistic View of Fleet Performance

• Intuitive, user-friendly UI• Dashboards, Driver Scorecards,

Historical Trending, Summary reports

• Drill down capability• Less one-off interfaces among apps• Universal constructs• Industry leading technologies

• Platform to enhance upcoming products

• Enhanced appeal and stickiness to our applications• More apps = more benefits

• Drill down capability

• Actionable insights, not just data• Management by exception• User defined threshold and scoring

• Performance benchmarks• Industry, Fleet, Depot, Driver

• Resource and time savings• Reallocating existing resources


Business Solution – Analytics Manager

The Executive Scorecard provides a fleet wide overview



For each driver & vehicle aspect, fleets are benchmarked and top violators shown



The Fleet’s performance is trended, and Safety information is compared



Aspect specific pages answer: 1) How am I doing? and 2) Where do I need to focus?



The Driver Scorecard gives a snapshot of each driver’s performance

Ora

cle

11

gR

2Sales Growth at Qualcomm With OBI

Technical Solution – Data Layer

AM Data Warehouse Layer

AM Data Mart Layer

Informatica Batch ETL (2x Day)


Ora

cle

11

gR

2

DB2 i5OS

• Shared & Private Libraries

SQL Server

• 5 Source Applications

AM Staging Layer

DB2 Replicated Tables SQL Server Replicated Tables

Informatica Power Exchange CDC



Technical Solution – OBI Architecture

OIFQSP Portal Site Minder

OVD

ApacheApache

Apache

Server

OBI 10.1

PS & BI Authenticate

3x

6x4 core Linux

Authorize /Security Config

Oracle 11gR2

AM Data Mart Layer

PS & BI

Server

AM Data Warehouse

(Security) Area

Authenticate 4 core LinuxHP Blades48Gb RAM

Security Config

16 core Sun64Gb RAM


Technical Solution – Data Architecture Details

Data Mart LayerData Mart Layer

•Single Star Schema Model

•Minimal Business Transformation

•Aggregated

•Top-down design with OBI Layer

Data Warehouse LayerData Warehouse Layer

•Normalized

•Refresh: 1x Daily (2-4 planned)

•Size: 20gb Data, 18gb Index

•Complexity: Simple

•Effort: Lowest LOE

•Refresh: 2x Daily (4-6 planned)•Normalized

•Generic Event Based Model

•Flexibilty for unknown uses in mind

•Supports other applications

Stage LayerStage Layer

•Real time table by table replication

•CDC and Historical loads

•Minimal (or no) transformation

•Stand-alone tables – no RI

•Refresh: 2x Daily (4-6 planned)

•Size: 45gb data, 18gb Index

•Complexity: Highly complex

•Effort: 75% of project effort

•Refresh: Continuous

•Size: 90gb data, 140gb Index

•Complexity: Low

•Effort: Low for code, high for scenarios


Technical Solution – Summary

Effort & DifficultyEffort & Difficulty

•ODS was by far the largest effort

•Majority of complex rules applied

•DM is an “aggregation layer”

•Stage effort was largely QA not code

•Many minor UI items

•End-to-End test found many ODS

design errors – as expected

•480 OBI metrics!


Technical Solution – Informatica CDC

Development

• Low initial set-up

• Use regular INFA Dev Tools

• No debugging facility

• Real-Time different dev approach

• Significant scenario testing (e.g.,

fail-over)

Support

• Workflow Monitoring

• Align with Source Upgrades

• Network Issues matter

• Significant parameter tweaking

needed

Source Impact

• Minimal Source Impact (CPU, I/O)

•10% init (3-5 mins)

•3-5% steady state

•10-15% catch-up

• SQL: Distribution Srvr, DB2: Journal

• Source Upgrade Process Important

Performance

• 1 million database updates in 30

minutes (single source)

• Target database may be bottleneck

with parallel workflows

CDC

Make sure to engage Informatica Professional Services for setup and tuning.


The Project - Timelines

Jan Feb Mar Apr May Jun Jul Aug SepDecNov� Fall

KPI

Plan

Scoping• Develop Business Case, Source System Analysis• Tool Selection, Vendor Selection

• KPI On-Site analysis � Initial Project Plan & SOW

Dev Test 1

Dev Test 2Reqs & Design

Dev Test 3DesignReqs

Staging

ODS

DM & OBI

SupportProd Support, Training, Knowledge Transfer Training


The Project – The Team

Qualcomm QES Team ~35pplQualcomm QES Team ~35ppl

Core Team (8)

•Program Manager (Jon Kula)

•Project Manager

•Business Sponsor (x1)

•Project Engineer (x1-2)

•Integration Test (x2)

•BI & DW IT Group (x2)

KPI Team ~20pplKPI Team ~20ppl

Core Onsite Team (9-10)

•Project Lead & Architect (Jeff McQuigg)

•Dev & QA Manager (x1)

•OBI Developer (x1)

•QA (x2-3)

•ETL Developers (x2-3)

OffShore Team (8)•BI & DW IT Group (x2)

Extended Team (~25)

•DBAs (x1-2)

•OBI Admins (x2)

•SSO & Portal Integration (x1-4)

•UI Designers (partial) (x2)

•Help & Training (x2)

•Source System SMEs (x10)

•Billing & Marketing (x3)

OffShore Team (8)

•Data Architect (x1)

•ETL Developers (x4)

•QA Developers (x2)

•OBI (partial duration) (x1)

Extended/Dynamic Team

•OBI UI Branding expert

•Company Owner (Kusal Swarnaker)

•Account Manager (Norm Dy)


The Project – The Offshore Team

KPI Relied heavily on its offshore team

• Bulk of ETL development

• Ownership of Key OBI features

• Data Mart QA script development• Data Mart QA script development

• 24x7 environment building and monitoring

• Key role of Data Architect

• More builds in less time

• Condensed timelines


Status & Future Plans

Current

• Production up since August

• Official Go-Live this weekend!

• Completed a 3 week co-dev UAT

• Created a demo customer

• Sales team is being trained

Next

• 3 releases in the next 12 months

• Enhancing data infrastructure

• Integrating other applications into

DW and OBI

• Additional Analytics Manager • Sales team is being trained

• 2 week of performance tuning /

load testing

• Training materials and online

help completed

• IT completed KPI’s OBI training

• Performing KT to QES team

• Additional Analytics Manager

functionality

• Power user adhoc planned

• Performance improvements

• Blended QES & KPI Team

• Switch to Agile methodology


Key Challenges

1 - Informatica PowerExchange CDC

• Inexperience with tool

• “Soaking” on Test System Low Value

• Test had too many uses across QES

• Changes/upgrades/reloads/etc stopped CDC

• Tricky source designs � redesign

• Source batch activity � performance lag

• Initial load logic – merge CDC & bulk ETL

• Informatica consulting critical

2 - Limited Access to Data for Analysis

• Strict data use policy

• Hard data purges required by Customers

• Affects IT projects

• Poor quality data in Test

• Poor quality data used for analysis and design

• ETL Specs: Inaccuracies & missed exceptions

• Late arriving data issues

• Eventually used Production snapshots

• Issue remains for Phase 2 development


Key Challenges

3 - Source Data Complexity

• 8 source systems (5 SQL, 3 DB2)

• Each system independently designed

• Cross system linkages difficult to determine

• Legacy sources with old data

• Varying customer data configurations

• Key source had 5 different SMEs

• Non-standard source designs (ex: re-use keys)

4 - Limited Environments

• Test environment overused & unstable

• Poor data quality

• Informatica and Control-M had one environment for DEV, TEST &

PERF

• Simulated data was used in some cases

• Production environment was leveraged heavily for QA

• Problem will intensify during Phase 2


Key Challenges

5 – Time Consuming Scheduling Software

6 – Late Arriving Stakeholders

• Extra layer of complexity, more chance for errors

• Multiple code environments �� one Control-M environment

• Heavy Production Use

• New stakeholders arrived late in development

• Alteration of requirements and design decisions• Alteration of requirements and design decisions

�These stakeholders will be consulted early on for Phase 2

7 – Performance

• AM reports are complex, multi-level queries

• Group vs. Fleet vs. Industry

• Combined with a large dataset, query performance is a future concern

• Phase 2 includes holistic performance enhancements

More Source System AnalysisMore Source System Analysis

• Complexity of QES source systems is high

• KPI and QES will expend more effort upfront

•Analysis

•Profiling

•SME Interviewing


Lessons Learned for Phase 2

Align Projects and Contracts to CultureAlign Projects and Contracts to Culture

• Traditional SDLC in Phase 1 is too rigid for

Engineering’s fluidity

• Contractor must align with client culture, not fight it

• Structure SOW to allow flexibility and risk releif

• Structure project plan for continual feedback &

adjustments

� use the QES-wide Agile Methodogly

Customer Products are More InvolvedCustomer Products are More Involved

• Larger # stakeholders

• QES’s involvement numbered around 100 people

• Details are more important

• Very minor things on the UI become major

• Button colors were a big topic!


Lessons Learned for Phase 2

SSO and Portal Integration Implementation is DifficultSSO and Portal Integration Implementation is Difficult

• Difficult to diagnose issues

• Many complex layers involved

• Explicit Logout code needed

• Broad skillsets needed

UI PrototypingUI Prototyping

• Primary means for UI and Report

requirements

• 1 notebook setup: Dummy data in

MS Access and OBI


Best Practices

QAQA

• Heavily scripted across all layers

• Frequent re-execution

• Easy for results interpretation

• 5,000+ generated SQLs for CDCMS Access and OBI

• Facilitates visual communication

• Allows for design impovements

• Facilitated Reporting to BI

improvement

• 5,000+ generated SQLs for CDC

• Business QA & Code QA scripts

• QA: “Parallel Development”

• Staggered throughout project

• QES: End-to-end & CDC scenarios

Informatica ParameterizationInformatica Parameterization

• Many combinations:

3 Source environments x

3 Target environments x

Load + Use in each +

Many Developers


Best Practices

CDC Scenario PreparationCDC Scenario Preparation

• Several scenarios for CDC

• Cut-over, upgrades, downtime

• Scenario procedures prepared

• Performance impact unknown• ETL parameterization early on

• Quickly change source & target

• Cut down manual errors

• Saved countless hours

• Performance impact unknown

• Executed several low-level tests

• Confirmed procedures and steps

• Confirmed minimal impacts

• Identified process gaps

The KPI ExperiecneThe KPI Experiecne

• Close coordination between KPI and internal

resources


Wrap-Up

• KPI provided their “A” team for this project

• Team’s willingness and ability to adapt to change

• Team’s ability to overcome adversity


About KPI

Largest and Most Experienced ORACLE BI Services Company�Over 80 consultants with 55+ in USA and 30+ in India

�Strong presence in San Francisco, Southern California, Atlanta, Boston,

New York City, Washington DC, Chicago and Toronto

Extensive customer references and accolades

�Pillar Partner for Oracle Business Intelligence in Southern California,

Northern California, and South East Regions

�PNC bank won Oracle’s 2008 customer excellence award�PNC bank won Oracle’s 2008 customer excellence award

�Novartis Pharmaceuticals awarded “Above and Beyond” award to KPI Partners

�5 customers presented at Oracle Open World 2009

Leader in innovation

�First partner to integrate EBS, BI applications, OBIEE and Hyperion

Proven Implementation Methodology�Templates of Process Maps that ensures a successful deployment


Q&A

Jimmy DahlanDirector – US West

Kusal SwarnakarManaging Partneremail: [email protected] phone: (925) 984-1371

Jaime SeagravesDirector – US North East

Norman DyDirector – US Westemail:[email protected]: (619) 245-5090

KPI Partners Sales Team Visit Booth # 2235

Director – US Westemail: [email protected]: (408) 981-4284

Mark JoslinDirector – South Eastemail: [email protected]: (336) 882-8185

Director – US North Eastemail: [email protected] phone: (630) 854-0450

Keith WeiszDirector – US Centralemail: [email protected] phone: (816) 304-1005

www.kpipartners.com

sales growth at qualcomm with obiee - oow 2010 · oracle 11gr2 sales growth at qualcomm with...

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