Mid-Market Data

Warehouse Landscape

Presented by: Sponsored by:

 Overview & The Data Warehouse Needs of Mid-Market Survey Case Conclusion
Methodology Market Organizations Findings Studies

Table of Contents
Overview and Methodology
Executive Summary
Overview and Introduction
Methodology and Survey Overview

A Closer Look at the Data Warehousing Market

The Unique Needs of Mid-Market Organizations

Survey Findings
Survey Demographics
Data Warehouse Maturity
Data Warehouse Implementation
Data Warehouse Adoption and Selection
Data Warehouse Value
Data Warehouse Uses
Data Warehouse Support
Mid-Market Value and Attaining ROI

Case Studies
Kognitio
ParAccel
Sybase
Teradata

Conclusion

2
 Overview & The Data Warehouse
Methodology Market
Executive Summary
The Mid-Market Data Warehouse Landscape research
report identifies trends within data warehouse adop-
tion and use among small and mid-sized companies.
A distributed survey and a series of case studies form
the basis of this report and provide a view of how
easy it is becoming for mid-market organizations to
take advantage of data warehousing technologies.
The goal of this research is to provide awareness of
what solutions are available within the mid-market and
how companies are applying data warehousing within
their organizations. This report also identifies the
benefits and/or challenges they are currently facing.
Data warehouse adoption
With 57% of 123 survey respondents having
revenues below $500 million and 24% over $2 billion,
the survey shows that both small-sized organizations
and departments within larger enterprises are taking
advantage of data warehousing solutions. Current
data warehouse use is at 87% of departments within
enterprise organizations as opposed to between 60%
and 70% of businesses falling within all other revenue
categories. These adoption discrepancies apply to
maturity of use as well with data warehouse use of
more than 5 years with companies with revenues
under $250 million at 36% and at 67% for businesses
between $750 million and $1 billion annually.
Implementation and software selection
Average implementation times for first data
warehouse projects are between 6 and 12 months
at 31% and at between 1 and 2 years at 22%.
Interestingly enough, 8% of respondents stated that
Needs of Mid-Market Survey Case Conclusion
Organizations Findings Studies
their implementations took over 3 years. Overall, only
3% of respondents felt that implementation times
exceeded their expectations, with 45% feeling that
implementation times were longer than expected.
When looking at solutions, the top three solutions
used are Oracle, Microsoft and IBM, which is
based on overall company size and general market
penetration. These three also top the solutions
being evaluated by organizations. When looking at
adoption versus evaluation, however, the 4th vendor
to be adopted is Teradata, whereas they are number Small and Large revenues
5 in relation to the data warehouse solutions being 57% below $500 million
evaluated. In this case, SAP switches places with
Teradata for in 5th and 4th place respectively. The 24% above $2 billion
interesting thing to note is that even with the focus on
hosting data and cloud based solutions, the majority
of implementations still fall within the category of
traditional data warehousing.
Perceived value and ROI “Average Implementation
The top evaluation criteria for solution choice are overall Between 6 and 12 months.”
cost, compatibility with the current environment, and
the desired features and functionality. In addition to
traditional BI, mid-sized companies are utilizing their data
warehousing environments for operational decision-
making, advanced analytics, and data management
functions. In terms of overall value, many mid-market
organizations feel that their data warehouse provides
greater visibility into data and better decision-making
ability. When looking specifically at financial ROI,
35% of mid-sized businesses feel that their solution
has already paid for itself, and 22% feel that the data
warehouse will pay itself off within the next 2 years.
3
 Overview & The Data Warehouse
Methodology Market
Overview and Methodology
Overview and Introduction
The data warehousing market is very diverse with
solutions that range from analytical appliances and
columnar databases to operational analytic data
stores. With mid-market organizations adopting
broader BI technologies, data warehouse solutions
are becoming more important and relevant to their
business. However, due to the number of solutions
and types of applications available, not only is it
important for mid-sized companies to understand
what types of solutions are available, but also how
other mid-market organizations are using data
warehousing technology.
In addition, solution providers develop many
products that are prime for mid-market companies.
Consequently, it is not always easy for organizations
to make the right decisions in relation to their data
warehousing choices due to the diversity and number
of solutions available.
This project aims to identify how mid-sized
organizations are applying data warehouses within
their organizations and the benefits they are realizing
through data warehouse adoption. To achieve this
goal, a general industry survey has been conducted to
identify general adoption and usage trends. Also, case
studies from customers of sponsoring vendors have
been included to provide a general overview of how
specific organizations are applying data warehousing
practices within their organizations and the benefits
and challenges they are facing.
Needs of Mid-Market Survey Case Conclusion
Organizations Findings Studies
In general, defining the mid-market can be broad
depending on what definition is being used. For the
purposes of this research, mid-market companies
are those that fall below $1 Billion in revenue.
However, within many enterprise organizations,
business units act independently in relation to both
their initiatives and budgets. In these cases, similar
issues are faced in terms of resources, budget, and
business drivers, making them comparable to their
mid-market counterparts.
“Diverse solutions from
analytical appliances
Methodology and Survey Overview and columnar databases
Because of the broad use of data warehousing
within organizations, a survey was conducted to
to operational analytic
identify trends within the Mid-Market in relation data stores.”
to use and overall adoption. This survey looks at
the types of companies using data warehouses
and current applications. Additionally, the survey
identifies the resources required to develop and to
maintain the implemented solution as well as the
type of deployment methods chosen. To provide
more value to organizations currently evaluating
potential data warehousing solutions, case studies
are included to provide examples of how businesses
are applying these solutions and the benefits and
challenges experienced.
Overall, 123 people responded to the survey within
a variety of industries and within several different
revenue categories. These respondents provide
insight into what is currently being done within
organizations and general data warehousing trends
that are emerging.
4
 Overview & The Data Warehouse
Methodology Market
A Closer Look at the Data Warehousing Market Warehousing Market
The world of data warehousing is quite mature and
predates many of the BI tools that are commonly
used by small and mid-sized businesses today. For
years, data warehouses have enabled organizations
the ability to maintain a database separate from
operational transactions. In many cases, the purpose
being to develop OLAP cubes and reporting that
didn’t interfere with the organization’s transactions.
In other cases, companies were looking for deeper
insights through the development of data marts
and historical-based analytics to identify trends
in performance. Overall, the IT infrastructure and
development requirements meant that only large
enterprises with deep pockets could take advantage
of what data warehousing had to offer.
Decreased costs, improved performance,
more diverse application driving adoption.
Needs of Mid-Market Survey Case Conclusion
Organizations Findings Studies
As costs for storage, processing speeds, and
general technology have decreased, organizations
have been able to take advantage of the expanded
applications of technology. On the other side, due to
these changes, broader ranges of solution offerings
exist. In addition to traditional data warehouses,
appliances, and the ability to manage data in the
cloud creates additional markets and enables more
businesses to take advantage of what technology
has to offer. In addition to lower price points and
increased performance, more diverse applications
of data warehousing and data management can take
place due to the newer diversity of products, overall
performance, and price points.
“Maintain a database separate
from operational transactions.”
5
 Overview & The Data Warehouse
Methodology Market
The Unique Needs of Mid-Market Organizations
Enter the Mid-Market. With more storage, better
performance, lower price points, and easy to
implement solutions, within the past few years
data warehousing is more accessible to mid sized
companies. Overall, mid-market organizations are
similar to their enterprise counterparts in relation
to the types of issues they encounter within their
businesses. Having access to the right data and
being able to make informed decisions based on
that data are essential within any company to help
drive performance.
access to the right data to
make informed decisions.
Needs of Mid-Market Survey
Organizations Findings
The role of business intelligence and data
warehousing have become more important within
mid-sized companies as solutions have moved
downstream and are more accessible to the
mid-market. The data warehousing appliance
market, offering data as a service, and the general
technology advancements (i.e. more space, faster
processing speeds, lower prices, etc.) have made it
easier for mid-sized companies to take advantage of
technology that may have been out of their reach a
couple of years ago.
“Business intelligence and data warehousing
have become more important.”
Case Conclusion
Studies
Overall, data complexities and disparate data from
varying data sources exist in all organizations.
Because of the proliferation of Excel and the
general use of spreadsheets, the ability for mid-
market organizations to achieve a holistic view of
information across the organization can be achieved
through the adoption of a data warehouse.
6
 Overview & The Data Warehouse Needs of Mid-Market Survey Case Conclusion
Methodology Market Organizations Findings Studies

Survey Findings
The following sections provide insights into what is
happening in relation to data warehouse adoption
and use within the mid-market. Additionally, What is your Industry breakdown of
respondents answered questions regarding the
number of resources required to maintain their
organization’s survey respondents
current solutions, average implementation times, revenue?
and solution choice considerations. These areas
of exploration provide organizations searching
for these solutions a strong starting point based
on what similar businesses are doing both within
data warehousing terms as well as within broader
business intelligence applications.

Survey Demographics
When defining the mid-market in terms of revenue,
the general cap is at $1 Billion. Alternatively, many
departments or business units within enterprise orga-
nizations act independently. This means that although
total revenues fall within the billions, business unit
budgets are lower and general resources are similar
to those of their traditional mid-market counterparts.
These businesses are also well poised to take advan-
tage of solutions targeted for mid-sized companies
based on lower price points, more diverse solution
options, and quick time to value. Although segmented into larger revenue categories,
respondents fall within a broad range of industries.
The most interesting aspect of the chart below is The top industries are High Tech with 17%, Health-
that 45% of respondents have revenues under $250 care with 16%, and Financial Services with 11%.
million. This shows that smaller organizations have High Tech and Financial Services are considered
similar business needs as larger companies, even mature adopters of data warehouse technology. Due
though they may not have the same resources. to the broad analytics and data management needs
Overall, 70% of respondents fall under the $1 billion of Healthcare organizations, recent years have seen
revenue range, with 30% being over $1 billion. broader adoption of general BI within this industry.

7
 Overview & The Data Warehouse Needs of Mid-Market Survey Case Conclusion
Methodology Market Organizations Findings Studies

Survey Findings continued

Data Warehouse Maturity

Out of 123 respondents, 85 are current users of General data warehouse maturity shows that 36%
data warehouse technology. Within organizations with of respondents with revenue under $250 million have
revenues of under $250 million, 60% of companies mature data warehousing environments of more than
have a data warehouse. This compares to 87% of 5 years, with that being only slightly higher at 38%
businesses with over $2 billion revenue being current among organizations above $2 billion. Respondents
users of data warehouses. Within other revenue with the highest levels of data warehouse maturity
categories up to $2 billion, data warehouse use are those with revenues between $750 million and
consistently falls between 60% and 70%. $1 billion at 67%. Users of data warehouse
technology
60% companies with revenue
under $250 million
Does your company Data warehouse use—
current have a 87% companies with revenue
current use versus planned over $2 billion
data warehouse implementation

The following chart provides a comparison of

current data warehouse maturity versus planned
implementations. Most respondents have had a
data warehouse in place for more than 2 years, with
planned implementations being shared between more
immediate implementations and those that are either
not a current consideration or are unknown.

8
 Overview & The Data Warehouse
Methodology Market
Survey Findings continued
Data Warehouse Implementation
For organizations with current data warehouses in-house,
over 50% of respondents’ implementations lasted
between 6 months and 2 years. Most respondents with
implementation times of more than 2 years fall at the
higher end of the revenue spectrum. For instance 32% of
organizations over $2 billion and 20% of organizations with
revenues between $750 million and $2 billion represent
the largest percentages of longer implementation times.
Approximate length of first data
warehouse implementation
Between requirements gathering, project planning,
software and hardware selection, development,
implementation; a yearlong implementation is realistic
as shown by the highest concentration of respondents
at 32%. General considerations related to disparate
implementation times may include project scope, type
of solution and deployment method, amount of data,
etc. Due to the IT infrastructure requirements, potential
need for additional hardware, general maintenance
requirements, companies looking to implement a data
warehouse should add in contingency times to take into
account longer than expected implementation times.
Needs of Mid-Market Survey
Organizations Findings
As shown below, 97% of data warehouse
implementations were as long as or longer than
expected, with 45% not meeting expectations.
In general, IT projects are subject to high failure
rates. Data warehouses are not doomed to
fail, but require realistic implementation times
and an understanding of what is required for
successful completion.
Deployment expectations
50% of implementations lasted between
6 months and 2 years
Case Conclusion
Studies
Some of the factors to consider include:
1. Realistic time frames—these can be gathered by
working with solution providers or professional
service providers to provide a baseline, identifying
which resources are required and their availability,
and looking at project tasks and interdependencies.
2. Deployment type/selected solution—different
solutions have different implementation speeds.
For instance, Data as a Service providers host
data and therefore eliminates much of the data
preparation tasks by the organization. Many
proprietary solutions, on the other hand, require
many integration activities and can expect longer
implementation times.
3. Internal resources required—these may vary
depending on the type of solution chosen and the
resources required to implement and to maintain
the solution over time.
4. Hardware requirements—some organizations
will require additional hardware to support the
new data warehouse environment. The hardware
available will depend upon the internal IT
environment, vendor offerings and support.
9
 Overview & The Data Warehouse
Methodology Market
Survey Findings continued
Data Warehouse Adoption and Selection
The following identifies the data warehouses currently
used within the respondents’ organizations. Top
providers are Oracle, Microsoft, and IBM that represent
the largest providers of data warehouse solutions. The
largest adopters of SQL Server are organizations with
under $500 million in revenue – at 41% for businesses
falling under $250 million, and 36% for those with
revenues between $250 million and $500 million. The
companies using Teradata, Sybase, Netezza, and others
fall above $750 million in revenue. Within the Other
category, respondents identified solutions developed on
premises or alternatively, the use of multiple solutions.
Data warehouse solution provider
In terms of software selection, respondents were asked
to identify what solution providers they considered
and what solution they currently use internal to their
organization. Below provides a comparison of the top
six rated vendors in terms of how many organizations
included them within the software evaluation process
and compares this to actual adoption rates.
Needs of Mid-Market Survey Case Conclusion
Organizations Findings Studies
Although cloud based information storage and
Software evaluation vs. adoption interaction are becoming a popular trend, actual
adoption is still low. Only respondents with
under $500 million in revenue stated that they
deployed their data warehouse via the cloud or
through a hosted service provider. Currently, most
organizations still apply data warehouses in the
traditional way. However, as businesses become
more comfortable with having data stored outside of
the organization, more companies will adopt hosted
and cloud-based solutions. Especially when looking
at the mid-market, these newer trends in delivery
models provide an excellent entry point to data
warehouse use due to quick time to value.
Current data warehouse (DW)
solution type
10
 Overview & The Data Warehouse
Methodology Market
Survey Findings continued
Data Warehouse Value
The following identifies the factors organizations consider as part of the implementation process.
Factors considered in relation to data warehouse solution choice
Each is important but might be weighted
differently based on the individual requirements
of the company:
1. Overall cost: This includes the initial hardware
and software costs, development, maintenance,
support, and licensing. Therefore, overall costs
do not only include upfront costs, but also longer-
term investments required.
2. Compatibility/Interoperability with current IT
environment: Solution choice will depend upon
the current environment and will affect the future
expansion, maintenance required, etc.
Needs of Mid-Market Survey
Organizations Findings
3. Features/Functions: Depending on the
requirements of the organization in terms of
overall use, different features will be considered.
For instance, analytical databases will be
evaluated differently than looking at a data
warehouse for the purposes of operational
business intelligence.
4. Implementation times: Not all solutions are equal
in terms of the time it will take to get up and running.
Depending on the internal requirements, realistic
expectations should be set in relation to expected
implementation times and overall time to value.
Case Conclusion
Studies
Cost, Compatibility,
Features, Implementation,
Maintenance, Services.
5. Maintenance and long-term costs: Represents
a subset of #1. Some companies prefer a larger
upfront investment with smaller output over time,
while others prefer a subscription model where
costs are spread out evenly over time.
6. Internal maintenance requirements: This involves
identifying the amount of support and continued
maintenance required from internal IT resources.
7. Professional services offered: Some organizations
look to solution providers to develop and to
implement the data warehouse.
11
 Overview & The Data Warehouse
Methodology Market
Survey Findings continued
Data Warehouse Uses
The chart below shows current data warehouse use, with
operations being the business unit with the most use.
Departments benefiting from
the current data warehouse
As identified above right, the main use of data
warehousing is still within traditional BI. Because
business intelligence has been highly tied to a data
warehousing back end, many companies still look to
traditional deployments for reporting and analytics.
In addition to various types of analytics, businesses
are also starting to look at how to manage their
data and to incorporate MDM into their overall IT
infrastructure. 20% of respondents answered that
they are currently incorporating MDM or some
data management initiative within their current
data warehouse environment.
Needs of Mid-Market Survey
Organizations Findings
Data warehouse purpose
Other applications include overall performance and
quality improvements, executive dashboards and
operations and maintenance.
As mentioned above, in addition to traditional reporting
and analytics applications, data warehousing is also
being used as an extension of data management
related initiatives. The importance of data cannot
be overlooked. Without accurate and valid data, the
value of business intelligence and data warehousing
is diminished. Organizations are starting to realize
this and integrate initiatives such as data quality, data
profiling, MDM, and data governance within their data
warehouse environment.
Case Conclusion
Studies
In terms of broader adoption, 61.5% of respondents
with revenues under $250 million use their data
warehouse for reporting with numbers slightly higher
at 75% and 80% of companies between $750 million
and $1 billion, and companies between $1 billion and
$2 billion. The second highest supporting application,
outside of ETL/ELT is dashboard use at 75% of
companies with revenue between $750 million and $1
billion, following in third place with analytics at 50%
of respondents within organizations with under $250
million in revenue. Interesting to note is that 23% of
businesses in the same revenue category also state
they have adopted MDM within their organization.
.
12
 Overview & The Data Warehouse Needs of Mid-Market Survey Case Conclusion
Methodology Market Organizations Findings Studies

Survey Findings continued

Data Warehouse Uses C O n ti n ued

Applications being used as an extension Current data sources versus additional

of the data warehouse anticipated data sources

Above looking at what applications are being used in complement of the

traditional uses, it is important to identify the types of data sources organizations
are currently analyzing or are planning to in the next 2 years. From the data
comparison upper right, mid-market organizations will slowly be shifting from
spreadsheets and financial related data towards marketing, customer experience
management, and partner and supplier data sources.

13
 Overview & The Data Warehouse Needs of Mid-Market Survey Case Conclusion
Methodology Market Organizations Findings Studies

Survey Findings continued

Data Warehouse Support

The most common number of DBAs required to maintain the average data
warehouse is between 1 and 3. The larger number of DBAs reflects larger
implementations. For instance 60% of companies with revenue between $750
million and $1 billion require between 4 to 6 DBAs to support. Alternatively,
only 20% of companies with under $250 million in revenue and 27% of those
between $250 million and $500 million require the same number of DBAs.

Number of DBAs required to support the Between 1 to 3 DBAs

required as most common.
current data warehousing envronment

36.7% use of external consultants

In addition to DBAs required to build and to maintain the current infrastructure,

36.7% of respondents used external consultants to help support the
development and implementation process, with 19% of respondents identifying
their use of either addition contractors or solution provider professional
services to aid in the process.

14
 Overview & The Data Warehouse Needs of Mid-Market Survey Case Conclusion
Methodology Market Organizations Findings Studies

Survey Findings continued

Mid-Market Value and Attaining ROI

Identifying ROI is not always easy. Organizations
may look at costs versus the benefits or time
savings achieved, but additional factors also apply
to ROI identification. ROI calculation is more
intangible than any other type of evaluations.
Certain factors can be looked at to help identify
return on investment that is achieved through
data warehouse adoption. Some of these include
general access to information stored within the
data warehouse and the business value achieved.
organizations under $250 million and 14% of those
between $250 million and $500 million feel that
their data warehouse will never pay for itself. These
are the only companies that feel this way; with all
others feeling that within a given timeframe their data
warehouse investment will be worthwhile.
46% f
 eel payoff in
Business Value Realized less than a year

Length of time to take before

data warehouse pays for itself “Intrinsic value
of data.”

Above identifies the business value experienced by

organizations with the top one being better visibility
into data. The intrinsic value of data is finally starting
to be realized within organizations as data visibility
In terms of achieving ROI based on costs, 35% provides broader insights into performance and
of respondents feel that their data warehouse has leads to better reporting and analytics as well as
already paid for itself, with 22% feeling that payoff more informed decision making.
will be achieved within 2 years. Overall, 67% of
organizations between $750 million and $1 billion in
revenue and 50% of organizations with under $250
million in revenue feel that the data warehouse has
already paid for itself. Alternatively, 12.5% of

15
 Overview & The Data Warehouse
Methodology Market
Kognitio Case Study
Company background and
business challenge
Segmetrix is a business consultancy that helps its
customers analyze large data sets and help ensure
data accuracy. With more demands coming from
companies looking at data matching, Segmetrix was
unable to take advantage of this particular market
due to the fact that individual data matching requests
created a lot of extra work. Although internal
algorithms were created, the ability t gain value
was fleeting due to the fact that the infrastructure
didn’t exist to provide customers with a self-service
offering and that would allow data matching to occur
independently of in-depth manual involvement.
Solution
After conducting research into what solution
providers would be able to provide this level of
data and number crunching in the cloud with
good performance (with the hopes of increasing
data processing speeds from weeks or months
to minutes). Choosing Kognitio WX2 seemed
like the right choice based on a partner’s use
of Kognitio within a large telecommunications
project. Segmetrix, with the development of their
Match2Lists.com tested Kognitio performance and
started to develop algorithms for their matching
solution on Kognitio’s platform with positive results
for speed, scalability, and the ability to service an
indeterminate number of customers.
With the goal of developing a separate business unit
to support these new offerings, Match2Lists.com
spent the time to develop a set of tutorials in order
to create a self-service environment. Clients can try
Needs of Mid-Market Survey Case Conclusion
Organizations Findings Studies
the solution for free; apply a pay as you go model, setting up their networking e-commerce setup in
Or enter into a yearly enterprise agreement for an relation to general bandwidth and concurrent traffic.
all you can eat arrangement. For the customer this
means easy access to large amounts of data and no Recommendations for mid-market use
onsite installation. For mid-sized organizations open to cloud computing
and that don’t want to implement and maintain
Benefits a solution in-house, Kognitio provides quick
Match2Lists.com experiences many benefits, both implementation times with fast processing speeds.
related to their customers as well as internally. Aside In addition, the subscription model makes it easy
from developing a new set of services affecting for SMBs to maintain without having to invest a
the bottom line by increasing revenue, the use of large amount of money up front. However, it is
Kognitio WX2 enabled fast processing speeds at still important to develop a cost benefit analysis to
a prince point that that was manageable to both identify whether less money initially still provides
Segmetrix and its customers. Due to the Data as a lower costs in the long run.
Service (DaaS) model, Match2Lists.com was able
to budget for services monthly based on the data
requirements of their clients.
With a system less flexible, Match2Lists.com would
be forced to charge customers more to support
their internal infrastructure and space requirements.
Quick implementation times of 2 months has
enabled them to get the system up and running
quickly and coincide with the development of their
online tutorials. In addition, even though Segmetrix
had to learn the nuances of the WX2 environment
after moving from a SQL and Intel infrastructure,
they were able to take advantage of WX2’s parallel
processing versus the sequential processing they
were originally using.
Challenges
Due to the DaaS model, Match2Lists.com did not
experience any implementation challenges. However,
internally there was a learning curve in relation to
16
 Overview & The Data Warehouse
Methodology Market
ParAccel Case Study
Company background and
business challenge
SecureAlert is a provider of GPS ankle bracelets
to help track offenders. With the costs of jail being
between $60 to $70 a day versus $10 per day for a
GPS tracking device, governments are able to save
money while helping to integrate offenders back into
society more quickly. The devices used collect over
14,000 data points every 10 seconds, with much of
that data being repetitive. With the goal of identifying
unusual behavior and data anomalies, SecureAlert
required quick scanning and data mining capabilities
to proactively identify patterns. With their Microsoft
SQL Server environment, they were reactive to
issues and did not have the functionality required to
provide the best service to customers.
Solution
Due to the fact that SecureAlert processes
redundant data, they wanted a solution that could
store single values once with high data compression
capabilities. After evaluating several solutions,
SecureAlert chose ParAccel. In addition to the fact
that they met all of SecureAlert’s requirements,
ParAccel also agreed to make customizations
related to geospatial data, taking into account the
unique business requirements of SecureAlert.
Needs of Mid-Market Survey Case Conclusion
Organizations Findings Studies
Benefits Recommendations for mid-market use
Two of the main benefits SecureAlert experienced Due to quick implementation times and fast
were performance and speed. With an implementation processing speeds, ParAccel provides a good
time of just over 60 days—1 week to install and 60 value to mid-market companies looking for a data
days to develop the required applications— warehouse with data mining and advanced analytics
ParAccel provided quick time to value enabling requirements. In addition, their column-based
SecureAlert to identify data patterns more quickly. architecture enables high compression rates.
Before ParAccel, queries could take between 20 and
40 minutes. After the implementation, queries took
under one minute due to offloading capabilities.
In terms of customer-focused benefits, after
adopting ParAccel, SecureAlert was able to provide
additional features to customers. These include the
ability to identify data anomalies used to smooth
out GPS data by filtering out outliers. This leads to
the reduction of false alarms and leads to improved
perceived accuracy of the devices.
Challenges
Although ParAccel provided a lot of support and
customization, IT resources still required Linux skills,
which led to a slower learning curve and having
their schema reviewed by ParAccel. Also, due to its
best-of-breed status and being a newer entrant to
the market, limited 3rd party tool support exists. For
instance, this includes data modeling tools, front-
end BI solutions with adaptors, etc. Therefore, the
evaluation of additional toolsets required involves
more analysis.
17
 Overview & The Data Warehouse
Methodology Market
Sybase Case Study
Company background and
business challenge
Mozzart is a sports game betting company, with
450 game shops, located in the West Balkans that
services countries within its geographic region. With
over 10 million betting tickets processed monthly
leading to over 140 million rows of data a month,
leading to high data volumes on a regular basis.
Using their production database to produce reports
after a series of processes including exporting
required data to tables, using SQL and data
cleansing processes, Mozzart’s report generation
took days to get adhoc reports, leading to a rearview
view of business performance and loss of revenue.
Solution
Due to the lack of data visibility and after research
into the data warehousing market and comparing
competitor performance, Mozzart chose Sybase IQ
as their data warehouse. Based on requirements
including being a columnar database, having high
levels of compression and speed, and enabling
the automation of business processes, Mozzart
felt that Sybase provided the best option to meet
their diverse business needs and provide the query
speeds required.
The Sybase IQ implementation took 15 months.
This included the consolidation of 9 databases into
one relational model, the preparation of 3 years of
historical data, and process automation, taking into
account all of Mozzart’s analytical needs. In addition,
to make information more accessible, Mozzart
implemented Pentaho as a front-end reporting tool to
provide access to its 15 regular end users.
Needs of Mid-Market Survey Case Conclusion
Organizations Findings Studies
Benefits relation to increased visibility and query speeds.
Mozzart experiences many benefits beyond process Although not geared towards mass consumption
automation and quick query times. With increased without the development of a strong front end BI
visibility into transactions and customer bets, solution, the use of Sybase IQ is a good example of
Mozzart was immediately able to identify and fix how column-based analytics can provide increased
statistical errors within one of their game models insights into business operations.
costing the company 17,000 Euros (approximately
$22,500 USD). Also, their new solution enables
broader data cleansing processes and overall
visibility. This in turn, has led to more creativity
among management. Instead of simply being report
consumers, managers are becoming more proactive
in their approach to reporting and analytics by
producing their own reports and looking more
deeply into what is occurring within the organization.
Challenges
Although Mozzart did not experience any stumbling
blocks through their use of Sybase IQ, other issues
occurred that led to implementation challenges.
Using Kettle (Pentaho Data Integration Community
Edition—PDI CE) as the data integration tool
created issues because of expectations and speed.
Kettle’s features were limited in comparison with
Mozzart expectations and therefore required much
customization causing time delays. Based on these
setbacks, Mozzart is looking at commercial vendors
with more robust capabilities to take over the data
integration processes.
Recommendations for mid-market use
For mid-sized organizations looking at large data
sets and in-depth statistical analysis, the use of a
columnar database with quick processing speeds
and high compression rates provide benefits in
18
 Overview & The Data Warehouse
Methodology Market
Teradata Case Study
Company background and
business challenge
Red Apple Group, Inc, is holding company for
various business, including the New York City
grocery chain Gristedes, with over 35 stores across
Manhattan. With broad information requirements
needed to effectively manage this business, Red
Apple required deeper analysis and centralized data
access throughout the company. Although weekly,
monthly, and quarterly sales reports were produced
and stored within a series of PDFs, no centralized
data access points existed, leading to the inability to
ask questions beyond the static reports that were
available. Without a system to address the questions
commonly identified within a business intelligence
solution or through common metrics management,
Red Apple was at a loss when dealing with anything
outside of what their static reports provided.
Solution
Custom legacy code was utilized to parse POS
transaction logs (tlogs) to create the sales reports.
As a first step towards creating a BI infrastructure, Red
Apple implemented NCR’s tlog data transformation
module. This module transforms the daily tlogs being
collected from each store into normalized data files,
which are subsequently loaded into a Microsoft
SQL Server database. Due to volume of data being
captured—over 100 million rows of data per year—
accommodating the query and reporting requirements
within a Microsoft SQL Server environment would
require a large expenditure. Consequently, a decision
was made to look more broadly at available solutions.
Needs of Mid-Market Survey Case Conclusion
Organizations Findings Studies
The familiarity with NCR made looking at Teradata a how to navigate Teradata’s environment. Therefore,
natural fit. Although originally thought too expensive, the implementation itself did not have many
after learning about the appliance options, Red Apple challenges. The general challenge experienced was
decided to conduct a paid trial and compare the results the learning curve required for IT to better understand
to the current SQL Server environment. With lower business. Because data drives decision making, it
price points, query performance returning results in was essential to gain a better perspective of what
seconds as opposed to many minutes, and time to data was essential to making better decision-making
value, Red Apple decided to implement Teradata and and what questions needed to be asked.
take advantage of their data warehouse appliance
family to meet their reporting and analytics needs. Recommendations for mid-market use
As with any data warehouse implementation, promot-
Benefits ing the project and creating open communication
Going from accessing static reports that only throughout the process are essential to develop a
take into account point of sale (POS) transactions solution that is beneficial to the business. In addition,
and accounting data to having a centralized data the quick time to value shows that despite Teradata’s
warehouse with access to sales, time tracking, reputation as a large-scale enterprise data warehous-
payroll, receivables, etc. provides Red Apple with ing platform, their appliance offerings are becoming
increased visibility into their operations and detailed suited to mid-sized businesses with quick query times
store performance. In addition to the development and fast time to value.
of adhoc reports, the organization as a whole is
now able to provide information to management and
stores in a timely fashion. For instance, now store
and department managers have instant access to
reports identifying recent top moving products,
which helps to help them identify customer trends
and what items should be stocked. Early value from
the evaluation was obtained, as Red Apple was
able to get information out of their new Teradata
warehouse appliance within 10 days, without
requiring extra internal resources or additional
DBAs with Teradata specific skills.
Challenges
Due to the similarity with a SQL environment, the
learning curve was quick in relation to understanding
19
 Overview & The Data Warehouse Needs of Mid-Market Survey Case Conclusion
Methodology Market Organizations Findings Studies

Conclusion and Recommendations

The data warehouse market is continuing to expand with larger data storage
capabilities and robust data warehouse appliances at lower price points
and with quicker implementation times. Coupling this with diverse delivery
options and greater flexibility, mid-sized organizations are in a place where
they can take advantage of these technologies without requiring a strong IT
infrastructure or current BI solution. In many cases, mid-sized companies have
already implemented traditional data warehousing offerings that may or may not
provide the value they had hoped for. With the broadening of solutions targeted
specifically to these organizations, the mid-market can now replace what
isn’t working, add to their current environment, or look at new and emerging
technologies as a way to stay ahead of their competitors.

20