Informatica Agile Virtualization Apr17 2012

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Informatica Data Virtualization

The Foundation for AGILITY & PRODUCTIVITY

Kerry Holton
Informatica Senior Sales Engineer
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Informatica Corporation Confidential Do Not Distribute
2
H
Take some good notes !
A copy of Lean Integration.
Tell me which box is the ONLY thing
that data virtualization built on data
federation does and why???
Answer questions along
the way
Lets Win Something!!!
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2000+ Strong
Data Virtualization & Data
Services Architecture Group
Informatica.com > Products > PowerCenter > Data
Virtualization Edition
Informatica.com > Products > Data Virtualization
4
4
Agenda
2012 The Year of BI Agility
Data Virtualization Overview, Problem & Need
Key Use Cases
Customer Examples
Data Virtualization in Action
Why Informatica?
Next Steps & Q&A

5
5
ICC Director (VP of IM) to Dave Lyle (VP Product Strategy), end of Q3, 2009
getting the data out!
Im writing you a million dollar
check, but youre not solving my
big problem. My big problem isnt
getting the data into the data
warehouse. My big problem is

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6
BI will be the top priority
for the CIO, in 2012!
Demands by users of business intelligence
(BI) applications to "just get it done" are turning
typical BI relationships, such as business/IT
alignment and the roles that traditional and next-
generation BI technologies play, upside down. As
business users demand more control over BI
applications, IT is losing its once-exclusive
control over BI platforms, tools, and applications.
Boris Evelson, Forrester Research, Blog -
Top 10 BI Predictions for 2012
Business
/
BI
IT
Have any of you had this discussion?
Need for a new BI infrastructure
Replacing spreadsheets
Faster data access & reporting
Business-focused BI
$100M Qtr. in 2011
10k+ customers
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How Long Does it Take to Deliver New
Critical Data or Reports to the Business?
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8
The Business Cant Wait 3-6 Months
For a Single View of All Enterprise Data
Applications
Partner Data
SWIFT NACHA HIPAA
Unstructured Databases Social Warehouses NoSQL Cloud Computing
SOA
ESB/EAI
ETL
EII Hand Coding
Business
Intelligence
Business
Intelligence
Business
Intelligence
Business
Intelligence
Business
Intelligence
Business
Intelligence
Business
Intelligence
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9

Overview
NO
REUSE
16 Types of Data Sources
Different Price Info in Each LOB
To Add 1 Product Attribute to Existing Report IT Estimated 1700 Hours
Product Config Mgmt
(MS SQL Server)
Facets [Benefits, Products]
(Sybase ASE)
Data Warehouse
(DB2)
30,000 Data Marts
(MS Access)
BI
(Cognos)
Portal
(WebSphere)
Business IT
HealthNows Data Integration Challenges
30,000 Data Marts Were Created by Shadow IT Teams
So What Did the Business Do?
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The Fundamental Problem(s)
It takes too long to explain
requirements
It takes months to change a
DW / add new critical data
It takes many iterations to
get the right data / reports
Changes can break existing
integrations & impact apps.
1. Design
2. Change
3. Integrate
4. Unit Test
5. Validate
6. Deploy
Typical
Data Integration Process
Business is
Involved Too Late
As-Is Value Stream Map (LOT OF WAIT & WASTE)
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Applications
Unstructured Data Spread Marts
DATA
MART
EDW
Trying to Solve it in BI Layer Just Wont
ScaleWhy?
No Reuse
No Common Data Access Layer
No Easy Way to Handle Change
No Data Quality & No Data Consistency
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Portal BI Composite Apps
Enterprise
Data Sources
Data
Abstraction
Logical Data Objects
PRODUCT CUSTOMER ORDER
Data
Consumers
Logical View of All Underlying Data
What is Needed to Solve these
Problems?
Think Virtual Machines for DATA!
SUPPORT ALL USE CASES
BI / DW MDM SOA
FAST, DIRECT ACCESS TO
DATA THE BUSINESS TRUSTS
DATA ABSTRACTION &
REUSE OF SKILLS/LOGIC
COMMON ACCESS LAYER
ACROSS MANY DATA SOURCES
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How is the Market Trying to Address the
Problems?
Cannot Easily Move to
Persistent Store
or Reuse
DW
BI
Virtual View
Access
Merge
Deliver
Data Virtualization
(Built-On Data Federation)
Limited or
Data Source
Profiling Only
X
SQL/XQuery Only
Transformations &
No Data Quality
DW
X
X
Addresses specific use cases
No data movement / no copies / only federation
Code heavy / not model-based / no reuse
Not tools for business self-service
SQL/XQuery-only transformations
No data profiling / no data quality

Its like ONE step forward
&
TWO steps backward
Time GAINED by federation
is nullified by
Time SPENT on more processing
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What Are the Top 3 Key Capabilities for a
Project that Needs Data Virtualization?
Source Informatica Data Virtualization Experts Forum ,2011
Dataset - 600
If Performance is a given
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Are We Talking About TWO Separate
Tools?
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17
Business IT
TRANSFORM IN RT
Advanced Transformations,
Data Quality, Data Masking
4
Virtual Table
CRM Accounts
ACCESS & MERGE
2
Virtual Table
PROFILE IN RT
Business
Manager
Analyst,
Steward
Developer,
Architect

Common
Metadata
3
Virtual Table
MODEL
Customer
Name
Address
Category
Orders
1
Virtual Table
CRM
SCALE & PERFORM
Accounts
7
Optimizations
& Caching
Virtual Table
MOVE OR FEDERATE
Accounts Call Center
DW
6
Virtual Table
REUSE INSTANTLY
Batch Web Services
5
Query
Engine
WS
Server
Virtual Table
What Does the Ideal Solution Look
Like?
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How Does Informatica Deliver the Ideal
Solution?
Single environment for both data integration and data federation
No data movement / no copies but easily reuse virtual views for batch
Early & iterative business (analyst) involvement self-service
Pre-built library of rich ETL-like advanced data transformations
Integrated real-time, on-the-fly data profiling & data quality

DW
BI
Virtual View
Access
Merge
Deliver
DW
Prototype
First
Move to DW
or Instantly Reuse
as SQL / WS
Advanced
Transformations &
Data Quality
Analyze & Profile
Data & Logic
Anytime
Early Business
Involvement
Data Virtualization = (Data Integration + Data Federation) in ONE Tool
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DM
WEB
How Does It Work?
DM
Cust DW
DM
DM
ODS
DW
DW
PRODUCT INVOICE CUSTOMER SUPPORT
SELECT *
FROM customer_table INNER JOIN
support_table ON
customer_table.customer_num =
support_table.customer_id
WHERE customer_name=ACME
NEW QUERY
SELECT *
FROM customer_table
Retrieve historical customer
datatxt
New query for report needing
data not in DW
Query is processed by
virtualization layer
Results retrieved in real-time
without data movement
Data quality rules applied on-the-
fly against data
Trusted blend of historical and
operational data delivered
On-boarding new data does not
break integrations
Virtual view can be physically
materialized later into DW
Complement data architecture
with virtualization
CUSTOMER
SELECT *
FROM SUPPORT
EXISTING QUERY
NEW REQUEST
Change / add an attribute
Join new data not in DW
Create a new report
NEW DATA & REPORTS
THAT BUSINESS NEEDS
& TRUSTS, DELIVERED
IN DAYS vs. MONTHS
INSTANT REUSE
NO
REUSE
Product Config Mgmt
(MS SQL Server)
(Sybase ASE)
Data Warehouse
(DB2)
30,000 Data Marts
(MS Access)
BI
(Cognos)
Portal
(WebSphere)
Business IT
Instant Reuse
DW, BI, SOA & MDM
(SQL, Web Services, Batch)
Informatica Data Virtualization at HealthNow
PRODUCT ORDER MEMBER CLAIM
Virtual Table
Common Data Model
Fast, Direct Data Delivery
1 week (vs. 3 months)
Shared
Repository
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What Does Informaticas Data
Virtualization Solution Look Like?
PowerCenter
Data Virtualization Edition
Data Federation
(Data Services)
Developer Tool
Analyst Tool
Data Profiling
ETL
(PC Standard Edition)
Partitioning
NEW
2 Adapters
(PWX for Relational)
New PowerCenter Edition for
AGILITY & PRODUCTIVITY
Combines:
Data integration (PowerCenter SE)
Data Virtualization (IDS Full Use)
Data Profiling (IDE Full Use)
Business-IT Collaboration (Analyst)
Packaged for simplicity and
attractively priced
Reuses existing skills and
resources
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What Use Cases Are Supported?
Weeks/Days
Change
Request
Deploy to
Production
Business IT
DW/Business Intelligence (BI)
Prototype DW & accelerate new data
& reports from months to days
1
MDM
Deliver a complete view of master &
transactional data in real-time
2
Months
SOA
Deliver the missing data services
layer to SOA & applications
3
INCOMPLETE VIEW
OF CUSTOMER
MDM
HUB
TRANSACTIONAL
SYSTEMS
DATA
WAREHOUSE
V
i
r
t
u
a
l

V
i
e
w

COMPLETE VIEW
OF CUSTOMER
Applications
Data Sources
R
e
g
i
s
t
r
y

E
S
B

BPM
Biz. Services
Data Abstraction
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What are the Benefits of Informaticas
Solution?
Provide fast, direct access to critical
new data & reports in days vs. months

Enable rapid iterations to results with
instant Biz-IT collaboration

Deliver flexibility, ensure reuse &
insulate applications from changes
COMPLETE, CURRENT & TRUSTED
View of All Data, On-Demand
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Customer Examples
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BI, MDM, SOA HealthNow NY Improves
Risk & Pricing Analysis With Data Services
16 enterprise databases and over
30,000 Access databases
Took 1700 man hours to add a
new product to portfolio
Business had to go to 5 different
sources for all information related
to paid claims
Continued data growth with over
30,000 claims processed per day
Data proliferation leading to HIPAA
compliance concerns
Logical data models and data
services to represent their core data
entities MEMBER,
CLAIMS,PROVIDER,
ENCOUNTER, LAB RESULTS
Rate Letter project for
determination of policy rates and
discounts went live in May 2010
Over 400 Logical data objects and 2
web services being used by around
125 end users
Speed of data delivery
Implemented first project in around
40 man hours. This would have
taken an order of magnitude more
in the past
Complete view of the truth -
Business users now access plan
rate information from single service
Better governance Centrally
managed virtual views as opposed
to one-off data marts is improving
governance of data
The Challenge The Solution The Benefits
BI (Cognos)
IDS
Virtual Table
Product Config Mgmt
(MS SQL Server)
(Sybase ASE)
Data Warehouse
(DB2)
SQL, Web Service
Data Marts
(MS Access)
Portal
(WebSphere)
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Lack of visibility for proper
supervision and regulation of the
national financial system
Real-time analysis and joining of data
(Adabas, DB2, SQLServer, Files)
Persistent data replication even for
one-time use
Huge data volumes (Online 6TB, DW
14 TB)
Different reporting tools requesting
different data combinations across
heterogeneous data sources
Logical data models to represent core
business entities (e.g. CUSTOMER)
Mainframe virtualization (join data from
Adabas, DW DB2, Apps., 3rd Party )
Logical data models and Web services
to deliver flexibility and agility to
respond to changing business needs
Creation of logical data objects and
physical materialization of virtual views
to familiar PowerCenter environment
Speed of data delivery implemented
first project in around 60 man hours and
delivered a new virtual view in < 1hour
Better risk/fraud governance (across
more than 6000 financial institutions)
and compliance with BASEL I, BASELII
and SOX
Complete single view of the truth -
business users can now access
consistent customer and plan rate data
Centralized management and
administration of logical data objects
Microsoft Reporting Services
Data Virtualization
Virtual Table
Financial Institutions
(Flat Files and Messages)
Credit Analysis, Applications, AML
(SQL Server)
Data Warehouse
(DB2 LUW)
SQL, Web Service
Transactions Tables
(Mainframe Adabas, DB2)
Customized Applications
BI, SOA - Large Latin American Bank
Improves Governance
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BI, MDM VW Leverages Delivers a
Complete View of Critical Data On-Demand
CUSTOMER data in > 30 systems,
MDM hub, transaction systems, DW
Have 80% data but missing critical 20%
transactions - WARRANTY, SERVICE
No authoritative source of CUSTOMER,
PRODUCT data, conflicting relationships
No complete view of CUSTOMER data
on-demand is affecting service
Without complete view of data, cant
meet goal to sell 3x more cars by 2018
Create a common data model for
VW owners, prospects, & partners
Federate data in real-time from > 30
systems & transactional systems
Provide easy-to-use, browser-based
tools for business & IT to collaborate
Apply reusable DQ rules on-the-fly
to CUSTOMER, PRODUCT data
Instantly reuse data services for
SQL or Web services
Completed DI, DQ, & data services
production pilot in <1 month
Can leverage operational efficiency &
real-time decisions to differentiate
Delivered accurate, complete view of
CUSTOMER data, on-demand
Lowered costs by increasing
productivity & reuse of data services
Supported strategy to triple sales to
1M vehicles annually, by 2018

BI
Reuse
IDS
Virtual Table
Transactional Systems (Warranty, Service)
(Varied)
PRD [Campaign History]
(SAGA/Win)
DW (Service History)
(Teradata)
SQL, Web Service
MDM Hub (Customer, Purchase, Case)
(IBM)
Portal
IDQ
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The Keystone Business Owns
the Data While IT Retains Control
BI Report
Analyst Tool
(Web Browser)
Developer Tool
(Eclipse)
SQL or
Web Service
Data Warehouse
Batch
ETL
Role-based tools for Analysts
(Web) & IT developers (eclipse)
Common metadata lets
Analysts & IT collaborate in RT
Empower business analysts to:
Define entities & directly access &
merge data to create virtual views
Rapidly profile data sources &
logic without more processing
Quickly find data & rules via
business glossary
Collaborate, test, validate &
share results
Cuts the wait & the waste in the
process
Common
Metadata
V
I
R
T
U
A
L

T
A
B
L
E

Portal
SQL or
Web Service
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Business IT
TRANSFORM IN RT
4
Virtual Table
CRM Accounts
ACCESS & MERGE
2
Virtual Table
PROFILE IN RT
Business
Manager
Analyst,
Steward
Developer,
Architect

Common
Metadata
3
Virtual Table
MODEL
Customer
Name
Address
Category
Orders
1
Virtual Table
CRM
SCALE & PERFORM
Accounts
7
Optimizations
& Caching
Virtual Table
MOVE OR FEDERATE
DW
6
Virtual Table
REUSE INSTANTLY
Batch Web Services
5
Query
Engine
WS
Server
Virtual Table
The 7 Steps to AGILITY & PRODUCTIVITY
31

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1. Model
Represent underlying data as
business entities (CUSTOMER)
Provide a common logical
view or abstraction of all data
Import logical model from
200+ modeling tools (ERWIN)
Use visual and metadata
based mapping language
Instantly reuse logical data
object for all applications

Unstructured
Data
Applications Spread Marts EDW
Common Data Access Layer Logical Data Object

PRODUCT INVOICE CUSTOMER ORDER
Data marts
32
Social Warehouses NoSQL
2. Access and Merge
Application Partner Data
SWIFT NACHA HIPAA
Cloud Computing Unstructured Database
Analytical
Data
Interactional
Data
Transactional
Data
Archived
Data
Master
Data
PRODUCT INVOICE CUSTOMER SUPPORT
Turn many data sources into
ONE with Data Virtualization
33
3. Profile in RT
Rich set of integrated profiling
capability to find data
anomalies and to discover keys
and hidden relationships:
Column & Rule Profiling
Midstream or Comparative
Profiling
Join & Overlap Analysis
Primary Key / Foreign Key
Profiling
Dependency Profiling
34
4. Transform in RT
Metadata-driven, codeless,
graphical environment
Rich, pre-built library of
advanced transformation
Integrated Data Quality
transformations
Define policies to mask
sensitive data in real time
35
METADATA
REPOSITORY
5. Reuse Instantly
SQL Web
services
Batch
Instantly reuse LDOs for any
mode/protocol (SQL, WS)
Single click deployment to
batch
Execution & optimization
separate from design-time
No re-development & re-
building of LDOs
36
6. Move or Federate
BI
DW
Extract
Advanced Transform
&
Quality
Load
Data Integration
DW
BI
Virtual View
Access
Merge
Deliver
Data Federation
DW
Single-click deployment to
PowerCenter (batch)
Specific use cases
No data movement / no copies
Real-time federation
SQL/XQuery-only transformations
No data quality / business validation

Majority of use cases
Physical data movement
Bulk/batch, near real-time, real-time
Advanced transformations
Built-in data quality

37
Leverage the proven, high-
performance Informatica engine
Optimized SQL Query engine &
graphical Query Plan
High-performance Web services
server
Rich set of optimizations &
caching mechanisms
Rule Based, Cost Based, Push Down,
Early Projection, Early Selection, Semi-
Join, Virtual Table & Result Set Caching
Fine grained access control, WS-
Security & pass-through security
Database, Schema, Table,
Column, Row-Level (v9.5) security

7. Scale & Perform
38
Business IT
TRANSFORM IN RT
4
Virtual Table
CRM Accounts
ACCESS & MERGE
2
Virtual Table
PROFILE IN RT
Business
Manager
Analyst,
Steward
Developer,
Architect

Common
Metadata
3
Virtual Table
MODEL
Customer
Name
Address
Category
Orders
1
Virtual Table
CRM
SCALE & PERFORM
Accounts
7
Optimizations
& Caching
Virtual Table
MOVE OR FEDERATE
DW
6
Virtual Table
REUSE INSTANTLY
Batch Web Services
5
Query
Engine
WS
Server
Virtual Table
Data Virtualization Built On Data
Federation Does 1 Box Which 1?
39
Do it Right Avoid Costly Mistakes!
1000s of
lines of code
TIME COST
Maintenance
Nightmare
Model & metadata-
driven environment
TIME COST
Sustain &
Maintain
Enabling Rapid
Development
v/s
Profile data AND
logic anywhere
TIME COST RISK
Get it Right
1
st
Time

Only source profiling,
need extra processing
Many Iterations
& Mistakes
TIME COST RISK
Analyzing &
Profiling
v/s
Hand-coding cant do
advanced transforms
TIME COST RISK
SQL
XQuery
Simple Cleansing
Web Service
Limited Rules,
No Data Quality
Leverage pre-built
logic including quality
TIME COST RISK
Virtual Table
Bake-in
Quality
Integrating
with Quality
v/s
Naturally extend
your infrastructure
TIME COST
Re-purpose
Logic & Skills
TIME COST
Re-work, re-deploy &
re-train every time
Re-invent the
Wheel
Leveraging
Investments
v/s
Scaling with
Flexibility
v/s
Virtualize or physically
materialize in 1 tool
TIME COST
Prototype First
& Then Scale
EII
Optimizations
TIME COST
Overburden Data
Virtualization
EII
X
RISK
Non-integrated
technologies
40

41
Scenario Big Company
ISSUES
Call center talk times increasing = scattered data + many screens
Time wasted in correcting inconsistent & inaccurate customer data
Agents cant easily & quickly identify what products are owned

IMPACT
Cant easily identify top customers to improve up-sell/cross-sell
Low customer satisfaction & growing customer attrition
High marketing costs without targeted campaigns
42
Demo Big Company
Business needs a new report NOW vs. months!
Quickly merge data from multiple systems & cleanse
Analysts know the data want some self-service
Join CUSTOMER (Oracle CRM) & ORDER (file)
Get ORDER TOTAL for ACTIVE customers

Analyst IT Architect /
Developer
Analyst defines business
entity, profiles, defines
rules & hands over to IT
IT enriches the business
entity & publishes for BI
tool, portal or batch
Integrate missing data, do
data cleansing on-the-
fly, validate
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43

Why Informatica?
44
44
Gartner Magic Quadrant for
Data Integration Tools, 2011
The ability to switch seamlessly and transparently
between delivery modes (bulk / batch vs. granular
real-time vs. federation) with minimal rework will be
key for IT organizations seeking to develop a
successful data integration strategy.
Ted Friedman, VP Distinguished Analyst, Gartner

Why Informatica?
With v9, Informatica advanced its capabilities with
on-the-fly data quality and profiling, a model-driven
approach to provisioning data services, performance
enhancements, cloud integration, common metadata,
and role-specific tools.
The Forrester Wave: Data Virtualization, Q1 2012
Forrester Wave: Data
Virtualization, Q1 12
Power of
The Platform
THE BEST OF
DATA INTEGRATION
(SOPHISTICATION)
THE BEST OF
DATA VIRTUALIZATION
(AGILITY)
ONLY INFORMATICA
COMBINES
INTO ONE SOLUTION THAT
REUSES SKILLS
45
45
Only Informatica Provides ONE Solution
for Data Integration and Federation
DW
BI
Virtual View
Access
Transform
Deliver
DW
Single environment for both data integration and data federation
No data movement / no copies but can easily reuse virtual views for batch
Early & iterative business (analyst) involvement, efficient collaboration
Pre-built library of rich ETL-like advanced data transformations
Integrated real-time, on-the-fly data profiling & data quality

Prototype
First
Move to DW
or Instantly Reuse
as SQL/WS
Advanced
Transformations &
Data Quality
Analyze & Profile
Data & Logic
Anytime
Early Business
Involvement
46
46

Next Steps & Q&A
47
47
Have the Conversation with the Business!
Business IT
1. Identify a Critical Project in Your Company
2. Involve the Business Early & Often
3. Bake-In Quality & Support Advanced Logic
4. Demonstrate Business Value Early
5. Self-Service + Data Virtualization = ROI
New data &
reports take
too long
YOU can
now do it in
DAYS!
48
48

Sign-Up

Expert Roundtables
Data Virtualization Corner
http://vip.informatica.com/?elqPURLPage=8668

Next Steps & Q&A
JOIN & DISCUSS
2000+ Strong
Data Virtualization & Data
Services Architecture Group
Informatica.com > Products > PowerCenter > Data
Virtualization Edition
Informatica.com > Products > Data Virtualization
49
49

Informatica Agile Virtualization Apr17 2012

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