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DWH @ Quelle Neckermann - Germany

Reiner Zimmermann

Product Management – Oracle DWH Development

reiner.zimmermann@oracle.com - +41 79 237-7443

Company Background

DWH usage and applications

DWH Architecture

SLA

Current Activities

Presentation Agenda

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Company Background

Karstadt – Quelle Holding

Revenue Total : 15,3 Mrd. €Mailorder : 8,0 Mrd. €

Employees : 80.046Mailorder : 28.557

Facts (2003)

Quelle - Mailorder

Kennzahlen (2002) Nr. 1 mailorder company in germany

30% market share in germany

140 daughter companies

present in 22 european countries

10.000 stationary, supporting units/shops in europe

65 mio shipments / year

38 mio main catalogues p. a.

95% brand knowledge

Facts (2003)Two strong brands

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DWH usage and applications

Usage of the DWH

Source Systems

Granular Data Warehouse

MIS,Reporting

CRM-ActionsCampagn-

ManagementData Mining,

Customer Scoring, Analysis

30% 30% 30%Computing Power

DWH processes

Diversificationof marketing material

Diversificationof marketing material

MISBusiness Intelligence

Controlling

Complaints

Call-CenterService

Internet

Complaints

Call-CenterService

Internet

Analytic CRMCRM

Product-Management

Sales

MISBusiness Intelligence

Controlling

Operative CRMCRM

Granular Data Warehouse

Collection, Consolidation and Storage of all customer related transactions and information

allocation of targeted information to steer the CRM processes

add Product – Sales Information (analytical CRM)

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DWH architecture

... once upon a time ....

a DWH platform was seached ...

• Benchmark of several hardware vendors :- HP- Sun- Bull- Tandem- IBM- .......

• ... and the winner was :

• SUN E10k

• EMC

... some years later ....

a new DWH platform was seached with a better price performance ratio ...

• ... and the winner was :

• HP Superdome

• HP EVA SAN

... last year ....

The system was too expensive – but the vendor was OK ...

• So they evaluated alternatives• Oracle RAC was presented• The Amazon case was presented• ... and finally the solution was made ...• To replace the HP Superdomes with a Oracle RAC – Blade infrastructure

Current DWH Infrastructure

Mandantes/companies:• Quelle

• neckermann.de

• Mode und Preis

• Madeleine

• Elegance (incl. Bogner, …)

• Quelle-Gruppen-DWH(Peter Hahn, KQV, …)

Datenbases/Filesystems:

• DBQDWH:Quelle, „Mode und Preis“, Madeleine, EleganceQuelle goup-DWH ca. 5,8 TB, ca. 600 User

• DBNDWH:neckermann.de ca. 3,1 TB, ca. 70 User

• DBKTO:Reporting – Customers - Finance Q/Nca. 1,4 TB, ca. 120 User

• DBMA: Quelle foreign companiesca. 0,4 TB, ca. 130 User

• Filesystem:ca. 2,5 TB

Testsystem on 1 nodeENQDWH

ENKTO, ENMAENSVSDWH

Cluster Distribution of DWH Services

DB-Structuron 2 nodes

IAS/OID/SSO

OS-Strukturon ~11 KnotenNFS, FilesystemTWS, SSH/SFTP

XCOMM

Datenbaseon 11 nodes

DBQDWHDBNDWHDBKTODBMA

Clusterware

Cluster-Configuration (Standard)

ServerDBMA

Quelle

neckermann.de

ServerDBKTO

ne.deRAC

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Fibre-Channel

• Database DBMA and DBKTO• IAS [Discoverer, OID (SSO / LDAP)] • Periphere Software

(XCOMM, SFTP, SSH,…)3x EVA8000

249 discs á146GB

Test

Loadbalancer

QuelleRAC

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ne.deRAC

Je 4x

Xeon64/3,66GHz

16/32 GB Mem.

Cluster-Re-Configuration (Workload/Peak Mgmt)

ServerDBMA

ServerDBKTO

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Loadbalancer

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ServerDBMA

ServerDBKTO

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Test

Loadbalancer

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Cluster-Re-Configuration (Testing)

ServerDBMA

ServerDBKTO

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Test

Loadbalancer

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ServerDBMA

ServerDBKTO

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Test

Loadbalancer

Test Test Test

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Hardware Architecture & Cost (Capex)

Nodes : 12x DL580 – each 15k EUR = 180.000 EUR

(32MB RAM – Xeon64 3.66 Ghz)

Infrastructure / Switches / FC = 35k EUR

(2 GB / I/O Throughput)

Disc Subsystem 3x EVA8000 – each 250k = 750k

(17 TB Net capacity / Raid 1)

Total 1.000.000 EUR

Software Architecture

OS : Suse Linux 64bit

Disk Layout : Oracle ASM

DB – Software : Oracle 10g

Backup & Recovery : Oracle RMAN / ILM (planned)

System Mgmt : OEM – Diag / Tuning / Change / Conf

DB-Options : Partitioning Option

Real Application Cluster

ETL Option (OWB)

Goal of a (joined) Cluster

Conceptual Goals

• Consolidation of all Marketing-DWHs of mail-order devision

• Building one platform for DWH-Applications

Technological Goals• Basis for scalability of computing power and storage without complete

change of HW / SAN - normal growth (add now nodes / add additional storage) - cope with short-term peaks through load balancing and reconfiguration of existing ressources.

• Increase availability through fail-over scenarios• Increase availability through rolling upgrade of software• Ressource sharing of DB-near services (IAS – SSO – Applications)• Speed up system – 3x faster

Goal of a (joined) Cluster

Commercial Goals

• Use of cheap HW – new Hardware ½ price

BUT : watch out for Outsourcing concepts : (ex. Adidas)

- mostly no cost savings for the application owner

- Existing contacts in place

- Talk with the outsources

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DWH SLA’s

Backup / Recovery Concept (current)

Daily full backup on Tape using Oracle RMAN

Backup parallelized on 4 steams/nodes

duration 3.5 h

Disaster Recovery Scenario – full restore from tape

Administration of the DWH

3 shifts / 3 DBA per shift managing 100 Oracle DBs

DWH administration :

- System / DB admin ~ 4 month / year ~ 0.3 FTE

- Disk admin ~ 1 month / year ~ 0.1 FTE

- B/R admin ~ 1 month / year ~ 0.1 FTE

Total DWH admin 0.5 FTE

Volume evolution & influence of Administration

no visible influence

tables are range partitioned – hence query time is not

influenced

old data / partitions are compressed – hence even

positive effect on performance

Downtime management

current SLA’s allow 2 days downtime

max planned downtime since cluster – 4h

max unplanned downtime since cluster – 0h

Upgrade clusterware and patches – rolling upgrades

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Current Activities

Current Activities

customer Story w/ German marketing

technical story for DOAG / BI Magazine …

Participation @ EMEA Terabyte Club - Bologna

Dr. Gernot Schreib Head DWH – Quelle AG

gernot.schreib@quelle.de

Norbert Gösswein Head DB Management – AtosOrigin AG

norbert.goesswein@atosorigin.com

Herbert Rossgoderer DWH Consultant – Oracle Germany

herbert.rossgoderer@oracle.com

Reiner Zimmermann Product Manager – Oracle DWH Development

reiner.zimmermann@oracle.com

More Information

Business facts Technology facts• Quelle AG is the largest mail-order company in Germany with a

market share of 30% and 142 subsidaries. Quelle has presents in 22 european countries with 10.000 mail-order supporting affilates

• Quelle AG send 65 Mio orders and around 38 Mio main catalogues to clients every year and around 140 Million special catalogues.

• Quelle has a 95% brand awareness in germany.

• Migration from Sun E10k / HP Superdome / HP DL580

• 12 node RAC cluster - HP DL 580

• Storage : HP, 3x EVA 8000 / 249 discs a 146 GB

Quelle AG - Snapshot

Business Solution• - Management Reporting (MIS)

- Oracle OLAP & Discoverer technology - around 300 KPI within 10 Dimensions - 200 users

• - Analytical CRM - Time Series analysis - ABC-Analysis - Campaign-Controlling - Retour-analysis - Market Basket Analysis - Kredit – Risk - Fraud Detection

• Departments : Marketing / Sales / Product Management Controlling / Call Center

Used Software• Oracle 10g R2

• RAC / Partitioning / Express

• ASM

• OWB

• Discoverer / OFA / Reports

• Suse – Linux

• > 600 users