Using Technology to Win against the competition

Transcription

1 Using Technology to Win against the competition Jack Gustafson Director, Enterprise Data Warehouse in Business Intelligence DIRECTV

2 DIRECTV 2009 Revenue $21.5 Billion 2009 Subscriber Count 18.5 Million in United States 6.5 Million in Latin America ARPU (Avg Revenue / Subscriber) $85.48 Churn 1.5% per Month

3 DIRECTV s Goal To offer the best TV experience through leadership in: Content HD, Exclusive, Sports, Original, Interactivity Technology User Interface, DVR/Advanced Equipment, Internet, Whole Home Service Call Centers, Installer Network, Self Care

4 DIRECTV The Business Established in 1991, Service Launched in 1994 Nation s first high-power direct broadcast satellite service DIRECTV is composed of two main operating units - DIRECTV U.S., and Latin America. More than 130 National HD channels Currently in 156 local markets nationwide Over 18 million customers 2009 Revenues ~ $21.5 Billion

5 Set Top Boxes Basic DVR HD HD DVR

6 Initial Business Requirement Business Units served: Customer Service, Call Center and Field Services Deliver High Quality Field Service in timely manner Cost Efficiencies across IT Infrastructure Allow scalability for both increases in business volume and reporting requirements Provide near real-time Operational Reporting for Call Center data

7 Technical Requirements DIRECTV s Criteria for Selection of Architecture Reduce impact on source system or network outages Data latency of less than 15 minutes Data center/network constraints Simplified Change Data Capture (CDC) Simplified integration of heterogeneous systems Simplified multi-platform data sourcing Minimally invasive to existing source systems Minimal resource utilization on source systems Seamless integration with source RDBMS

8 Real-Time Business Intelligence to Improve Customer Service Business Challenges: Siebel system performance degradation due to reporting demands Corporate-wide SLA: Perform analysis and decision support on data that is 15 minutes old. Handle growing data volumes: million records per day into the data warehouse Improve responsiveness of field technicians Support major hardware migration without application downtime Real-Time Reporting, Data Warehousing, Platform Migration Siebel CRM Oracle 9i Tru64 Migration Reporting Data Warehouse Reporting System Oracle 9i GoldenGate Solution: Off-loads real-time reporting from production Siebel/Oracle to secondary system GoldenGate provides multi-database, application and platform support Migration from Tru64 to HP-UX with minimal downtime Results: Moves Siebel data to the warehouse with latency of only 1.5 seconds Siebel CRM Oracle 9i HP-UX Cognos BI

9 High Level Architecture Source System Oracle Redo Log Transformations Active Data Warehouse GG Extract GG Pump (over WAN) GG Replicat Reporting DB / DW GG Local Trail Prod Middle Tier

10 High Level Architecture

11 DIRECTV BI Complex Reporting & Analysis Tools GoldenGate Corp LAN Informatica Planned growth in 2009 Dev Dev 2N 2N 5450H 5450H Test Test 4N 4N 5450H 5450H Production Production RIO RIO (16 (16 Nodes Nodes 5450H) 5450H) Production Production EBI EBI (8 (8 Nodes Nodes 5500H) 5500H) HSN HSN 5550H 5550H

12 System Statistics Source Table Count Transaction Counts/day Inserts, Updates, Deletes Transaction Count/table Table(T)/Replicat(R) Allocation Trail File Size/day Report Users Reports Run/Day 200 ~45 Million 14%, 85%, 1% 12M/day Largest 12M/day Next 2 21M/day Rest 1 Table using 70R 6 Tables each using 36 Replicats 90 Tables in 2 Replicats 10 GB 1500 ~8000

13 Business Benefit Delivering Operational and Analytical Reporting for Call Center and Field Services Over 45 Million Transactions per Day from Oracle OLTP to Teradata EDW ROI Benefits include: Allows DIRECTV to manage churn in real-time Home Service Providers can manage service calls using intra-day, up to the minute reports. Call Center s can manage workload real-time based on intraday information on Call volume. Compare Intra-day with Historical Averages for exception reporting and handling.

14 Business Benefit Cont d Sales/Marketing Benefits Monitor and react to Retention offers effectiveness. Manage Premium Channel upgrades intraday. Monitor sales effectiveness near real-time. Replicating the Order Management System Allow us to create real-time operational reports and analysis. Make faster Fraud Management decisions to prevent truck rolls and save money. Intraday trend analysis for quicker decisions on offer management.

15 Business Benefit Cont d Credit Score DB replication Also helps fraud team to prevent truck rolls next day. Allows Customer Acceptance team to monitor any changes to scoring policies and allows back outs to happen quickly. Respond to special analysis Allows groups in various departments to analyze the customer data as needed Release Monitoring IT and the Business can monitor releases for issues right after the release instead of the next day.

16 Future Active Data Warehouse Combine real-time information with historical statistics to help make customized recommendations to the customer. Combine real-time purchase trends with 7/30/90 day averages to spot issues/opportunities and react accordingly.

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