Business Intelligence in Vodafone Portugal, with Sybase.

Meet the Experts, Beograd, May 2008 Eduardo Taborda, Sybase SBS Software, Portugal

VF Portugal Business Intelligence project Overview: Agenda

Brief BI Project history The DW Re-engineering with IWS

The vodafone POC for 25 TB raw data

What do we do now, business functional areas Some metrics, HW & Users

General Vodafone DWH Presentation June 4, 2008

Why the Vodafone case?

DW in place since 1993 IQ customer since 1997 (success story@www.sybase.com) IWS Telco customer since 1999 (success story@www.sybase.com) VLDB Proof-of-Concept in Nov 2001, what did we do:
Benchmark for 1.5 TB (raw data) Benchmark for 10 TB (raw data), 37.000.000.000 CDR rows Implementation for 25 TB (raw data), 89.000.000.000 CDR rows

(Sybase IQ tested for 48TB (raw data), 179.000.000.000 CDR rows A 15 years old successful relationship

Why the Vodafone PT case?

Revenue: 1.373,1 M (VF Group worldwide 44.600 M) Revenue Growth: 7,8% growth (*) Revenue Market Share: 40,4% Registered Customers Market Share; 35,9% Registered Customers: 5.209 M (VF Group worldwide 260,5 M proportional customers, pre-paid 80%, post-paid 20%)

(*) PT Market growth 5,1% (**) All data in Euros, last fiscal year, as per March 31, 2008

VF Portugal Business Intelligence: a little bit of history, or a successful 15 yold relationship

1992 Microsoft Access reporting system 1993 Sybase Adaptive Server Enterprise (back-end) and Microsoft Access (front-end) 1995 Hyperion Essbase 1996 Sybase IQ 1999 Re-engineering of the DW with Sybase Industry Warehouse Studio (IWS) for Telco 1999 Business Objects as front-end tool 2001 VLDB POC with Sybase IQ, benchmark for 49 TB raw data 2004 Microsoft SQL Server Analysis Services 2007 Marketing Data Mart
5 General Vodafone DWH Presentation June 4, 2008

Back in the beginning: Market Climate, Vodafones business challenge

Vodafone Portugal granted a GSM license in 1991 Competing against the national monopoly (incumbent operator) who had a 2 year head start 1 year to implement the infrastructure and systems (GSM network) 6 years to break even and consolidate position in the market

General Vodafone DWH Presentation June 4, 2008

Vodafone Strategy for Success

Some operators will avoid cut-throat competition because they are innovative or develop a reputation for good service... ...others will flourish simply by having lower costs or being more nimble. Industry Leaders will do all of the above and more.
in Financial Times, February 17, 1997

So, Competing on price not viable Competing on quality of service was THE Chosen Path Effective Data Warehousing was the foundation of strategy Data Warehousing used for evaluation of:
Effectiveness of channels Business mechanics by geography Product acceptance Customer profiling

The Payback on the Strategy

Vodafone had a goal to break even in 6 years; Break even reached in 3 ! Revenues doubling year on year ! Overtook the government monopoly in 3 years, in: revenue number of customers level of profitability (ARPU)

Success was attributed by Management to the effective use of the Data Warehouse !

The Vodafone environment, back in 1997 Vodafone Environment, 1997

Customer C&B (Sybase)

RTR (Sybase)

Call Centre (Informix)

Accounting (Oracle)

Enterprise CONNECT (Replication Server, Direct CONNECT)

Data Warehouse (500GB)

System HP-UX 4 (6) CPU 2(4) GB RAM

Sybase IQ

ESSBase (MOLAP)

Front-End MS ACCESS

Front-End PowerPlay

Why IQ: obtaining results on very large amounts of data (VLDB)

Using Sybase IQ, queries that previously took three to four hours to run are now taking three to four minutes. We see Sybase IQ as something of a miracle.

Lucien Costa, Data Warehouse Manager, Vodafone Portugal, in 1999

Why the DW Re-engineering

"We started off with the billing system; then we added our equipment sales and inventory; then we added our general ledger and a contact management system, and then our sales commission system. What we ended up with was quite a mixture of data models. We were adding different applications as they came up in the business."
Lucien Costa, Data Warehouse Manager, Vodafone Portugal

Why the DW Re-engineering

The need for the DW re-engineering, as described by Vodafone:

"What happens with a DW is you do very fast development because someone needs a special one-time report immediately "But next Monday comes and he tells you: 'Remember that report you ran for me last week? Can't you just run it again for me? So it goes into production and you end up running the report every Monday, and you never have time to go back and redo the coding. We recognized that we needed to redesign the data codes from scratch to achieve an easy-to-maintain, high-performance architecture. Lucien Costa, Data Warehouse Manager, Vodafone Portugal

Why the DW Re-engineering with IWS

"We needed a single, integrated view of every individual customer, to show across all the lines of business. With the old data warehouse we just couldn't do it. But with IWS, we have been able to incorporate all the new lines of business without the users even noticing. Whatever happens in the future with the IWS, we will simply add another dimension and allow the warehouse to grow. Lucien Costa, Data Warehouse Manager, Vodafone Portugal

The Vodafone DW Re-engineering with IWS

After growing several Data Marts from 1993 to 1999, there were too many DW and Data Management problems, different values for the same figures. (the mushroom problem) Project launched for consolidation of all Metadata in a Corporate Dictionary. (failed) Too hard to maintain, IT was the sponsor of the project. From scratch vs. packaged aproach, 3rd NF vs. hibrid aproach (400+ tables vs. 50+ tables!) The result: 1st iteration implemented in 6 months timeframe The DW team: Senior Telco DW Business Consultant, 1 DW tools & modeling specialist, +ETL team.

Why the Vodafone Proof-Of-Concept (POC)

In November, 2001, VLDB became a critical issue for Vodafone, being the largest Mobile Telco WW
Large growth on the amount of information, with increasing detail VLDB was a reality, no longer science fiction

So, why the Vodafone Proof-of-Concept: We wanted to assure ourselves that the technology being used could answer to all the expected challenges and data volumes to which we expected to grow with the newcoming services being launched, at a Pan-European level Lucien Costa, Data Warehouse Manager, Vodafone Portugal

The Vodafone Proof-Of-Concept (POC)

Vodafone Proof-of-Concept, as defined by Vodafone:

Real life production environment simulation, with real data from actual Vodafone customers Information was treated (masked and de-multiplied) in order to simulate a larger reality (52.000.000 customers, 69.000.000 services and its CallDetailRecords) Benchmark consisted of executing real life ad-hoc queries, queries were given by Vodafones DW department Main purpose: to test and certify data scalability on Sybase IQ Multiplex

The Vodafone POC for VLDB The Vodafone Proof-Of-Concept (POC)

(Sybase & Sun Microsystems)

Name
Call Detail Record Customer Account Service AR Status Bill Cycle Currency Code Date Period Geography Hour Phone Sales Force

Code
F_CALL_DETAIL_RECORD D_CUSTOMER_ACCOUNT D_SERVICE D_AR_STATUS D_BILL_CYCLE D_CURRENCY_CODE D_DATE_PERIOD D_GEOGRAPHY D_HOUR D_PHONE D_SALES_FORCE

# rows
89 Billions 52.000.000 69.000.000 10 40 10 5.500 9.000 86.400 7000 12000

Row lenght
280 138 233 200 371 113 306 258 75 275 960

Table Size (IQ)

15 Tb 3,5 Gb 7 Gb 4 Mb 7 Mb 8 Mb 44 Mb 8 Mb 14 Mb 14 Mb 23 Mb

Table Size raw data

25 Tb 6,7Gb 15 Gb 2Mb 15Mb 1,1Mb 16,2Mb 2,2 Mb 6,5Mb 1,8 Mb 10,9 Mb

The Vodafone POC for VLDB The Vodafone Proof-Of-Concept (POC)

(Sybase & Sun Microsystems)

A real Star Schema:

D_ DATE_ PERI OD DW_DT _I D INTEG ER DT_N OT_APPLICAB LE CHAR( 1) CALE NDAR_DT DATE DAY_NAME CHAR( 15) DAY_ABBREVI ATIO N CHAR( 3) DAY_NUM_I N_ WEEK INTEG ER DAY_NUM_I N_ MONTH INTEG ER DAY_NUM_I N_ YEAR INTEG ER WORK_DAY_ IND CHAR( 1) WEEKEND_IND CHAR( 1) HOL IDAY _I ND CHAR( 1) WEEK_NAME CHAR( 15) WEEK_BEGI N_D T DATE WEEK_END_ DT DATE WEEK_NUM_I N_ MONTH INTEG ER WEEK_NUM_I N_ YEAR INTEG ER MONTH_NAME CHAR( 15) MONTH_ABBR EVIATI ON CHAR( 3) MONTH_NUM_ IN_ YEA R INTEG ER MONTH_END_DT DATE MONTH_END_DT_IN D CHAR( 1) QUART ER_N AME CHAR( 15) QUART ER_N UM_I N_YEAR INTEG ER SEMI_YEARLY_ NAME CHAR( 15) SEMI_YEARLY_ NUM_IN_YEAR INTEG ER YEAR_NAME CHAR( 15) NUM_O F_DA YS_S INCE_199 2_0 1_01 INTEG ER NUM_O F_WEE KS_S INCE_199 2_0 1_01 INTEG ER NUM_O F_MO NTHS_ SI NCE_ 199 2_01_INTEG ER 01 NUM_O F_YE ARS_ SINCE_1 992_0 1_0 1 INTEG ER ESS_CALE NDAR_ DT CHAR( 8) ESS_MONTH_ABBR EVIATI ON CHAR( 6) ESS_QUART ER_N AME CHAR( 7) ESS_YEAR_NAME_ M CHAR( 8) ESS_WEEK_ NAME CHAR( 12) ESS_YEAR_NAME_ W CHAR( 8) ALL_ ENTRIE S_I ND CHAR( 1) SOURC E_SY S CHAR( 5) TF _APPL Y_ TIMEST AMP DATE TF _ACTI ON_ CO DE CHAR( 1) TF _BATCH _NUM INTEG ER TF _ANNO TATI ON_ ID INTEG ER F_ CALL_DETAI L_RECO RD D_ CUST OMER_ ACCO UNT D_G EO GRAP HY DW_ SERV_ ID IN TEGER DW_C UST_ACCT_ID INTEG ER D W_G EO_ ID INTEG ER DW_ CALL_ST ART_DT_I D IN TEGER DW_E NTY_ID INTEG ER D W_STA RT_D T_I D INTEG ER DW_ CALL_ST ART_HOUR_ID TEGER IN DW_D EMOG _I D INTEG ER D W_END _DT_ I D INTEG ER DW_ CUST_ ACC T_I D IN TEGER DW_G EO _I D INTEG ER P OSTAL_ COD E CHAR(4 ) DW_ ENTY_ ID IN TEGER DW_A DDR_ID INTEG ER S EC_P OSTAL_ CO DE CHAR(4 ) DW_ SF_I D IN TEGER DW_B U_I D INTEG ER L O CALIDADE CHAR(5 0) DW_ PRI CING _P LAN_ID IN TEGER DW_C UST_TYPE_ID INTEG ER D ISTRI TO CHAR(2 0) DW _ID= DW LL TA T_ _ID DW_ PRI CEBL_I D _DT _CA _S R DT IN TEGER DW_C UST_CLAS S_I D INTEG ER C ONCELHO CHAR(5 0) DW_ CURRE NCY_CODE _I D IN TEGER DW_FIS CAL_ DI GIT _I D INTEG ER FREG UESI A CHAR(5 0) DWGE _ O_ID= DW O_ _GE ID DW_ PHO NE_ ID IN TEGER DW_C UST_ACCT_ST_ID INTEG ER C ODI GO _I NE_DISTRI TO CHAR(2 ) DW_ CALL_CO MPL ETIO N_ ID TEGER IN DW_C REATIO N_DT_ ID INTEG ER C ODI GO _I NE_CONC ELHO CHAR(4 ) DW_ BASE_ STA TIO N_I D IN TEGER DW_D EACT_ DT_ ID INTEG ER C ODI GO _I NE CHAR(6 ) PRI M_C C CHAR (3) DW_P MT_MET HOD_ID INTEG ER A LL_ENTRIES _I ND CHAR(1 ) PRI M_N DC CHAR (5) DW_A R_ST _I D INTEG ER S OURCE _SYS CHAR(5 ) PRI M_S N CHAR (10) DW_D UN_C ATEG_ID INTEG ER T F_APPLY_TIMEST AMP DATE SEC _CC CHAR (3) DW_LAST_ PMT_ DT_ID INTEG ER T F_ACTI ON_CO DE CHAR(1 ) SEC _NDC CHAR (5) DW_B ILL_ CYCLE_ID INTEG ER T F_BATCH_NUM INTEG ER SEC _SN CHAR (10) DW_B ILL_ RESP_ ID INTEG ER T F_ANNO TATI ON_ ID INTEG ER TO _ LO CATIO N CHAR (15) DW_LAST_ BI LL_ DT_I D INTEG ER ACT UAL_AI R_D UR NUMER IC(8,2) DW_B ILL_ FORMAT_ID INTEG ER RO UNDED_ AI R_D UR NUMER IC(8,2) DW_S SLP_ SCO _ID INTEG ER TO TAL _T IER_CHG NUMER IC(15 ,2) ALL_ENTRI ES_I ND CHAR(1 ) TI ER_ TIME_1 NUMER IC(8,2) SOUR CE_S YS CHAR(5 ) D _A T W R_S _ID = D AR T W_ _S _ID TI ER_ CHG_1 NUMER IC(15 ,2) TF _APPL Y_TIMES TAMP DATE D _AR_ STAT US TI ER_ TIME_2 NUMER IC(8,2) TF _ACTI ON_CO DE CHAR(1 ) DW_A R_ST _I D INTEG ER TI ER_ CHG_2 NUMER IC(15 ,2) TF _BATC H_NU M INTEG ER DW_S TART_ DT_ ID INTEG ER TI ER_ TIME_3 NUMER IC(8,2) TF _ANNO TATI ON_ ID INTEG ER DW_E ND_D T_I D INTEG ER TI ER_ CHG_3 NUMER IC(15 ,2) AR_ST_C ODE_ SS CHAR(2 ) TI ER_ TIME_4 NUMER IC(8,2) AR_ST_D ESC_ SS CHAR(3 5) TI ER_ CHG_4 NUMER IC(15 ,2) AR_ST_C ODE CHAR(2 ) DW US AC _ID= DW ST CC _ID _C T_ CT _CU _A T TI ER_ TIME_5 NUMER IC(8,2) DW ILL CLE D = DW ILL CL ID _B _CY _I _B _CY E_ AR_ST_D ESC CHAR(3 5) TI ER_ CHG_5 NUMER IC(15 ,2) ALL_ENTRI ES_IND CHAR(1 ) D_ BIL L_CYCL E PRI M_MC C CHAR (3) SOUR CE_S YS CHAR(5 ) D _SER VICE PRI M_MN C CHAR (2) DW_BIL L_CYCL E_ID INTEG ER TF _APPL Y_TIME STAMP DATE DW_SE RV_I D I NTEG ER DW_START_ DT_ID INTEG ER PRI M_MS IN CHAR (10) TF _ACTI ON_CO DE CHAR(1 ) DW_CU ST_A CCT_ID I NTEG ER O RIG INATI NG _MSC CHAR (4) DW_END_DT_I D INTEG ER TF _BATC H_N UM INTEG ER DW_EN TY_I D I NTEG ER I MEI CHAR (15) DW_BIL L_DT_ID INTEG ER TF _ANNO TATI ON_ ID INTEG ER I NTEG ER BAT CH_I D CHAR (10) BIL L_CYC LE_ CO DE_SS CHAR(2) D _S V_ = DW E _ID W ER ID _S RV DW_G EO _I D DW_AD DR_I D I NTEG ER SO URCE_SYS CHAR (5) BIL L_CYC LE_ DESC _SS CHAR(35) DW_SE RV_G EO _I D I NTEG ER BIL L_CYC LE_ CO DE CHAR(2) TF_APPL Y_T IMESTAMP DATE DW_SE RV_A DDR_ID I NTEG ER CAL L_DT_RANG E CHAR(50) TF_BATCH_ NUM IN TEGER DW_SF_ID I NTEG ER D _SA LES_ FORC E TF_ANNO TATIO N_ ID IN TEGER COMME NTS CHAR(255) DW_SF_OPE R_I D I NTEG ER TF_F LE_NAME I CHAR (30) ALL_ ENTRI ES_ IND CHAR(1) DW_SF _ID I NTEGE R DW_RE SP_S F ID _ I NTEG ER SOU RCE_SYS CHAR(5) TF_LO AD_MON TH IN TEGER DW_START_ DT_ ID I NTEGE R DW_BU _I D I NTEG ER TF_APP LY_TIMESTAMPDATE PRE _BAL NUMER IC(12 ,4) DW_END_ DT_I D I NTEGE R DW_BU SINESS_L N_ID I NTEG ER DI SC_ APPLIED CHAR (2) TF_ACT ION _CO DE CHAR(1) SF_O F FIC E CHA R(8) O VER_ BAL _I ND SMAL LINT DW_PR EV_P RICIN G_ PLAN_I D I NTEG ER TF_BAT CH_N UM INTEG ER SF_CO DE CHA R(8) DW_PR ICING _PLA N_I D I NTEG ER DI SC_ VAL NUMER IC(10 ,4) TF_ANN OTATI ON _I D INTEG ER SF_NAME CHA R(50) DW_PR ICING _PLA N_SWA P_DT _INTEG ER I D ERR OR_CO DE CHAR (5) DW_SALE S_BE GI N_DT _I D I NTEGE R DW UR_ = DWCA _HO ID _ LL_S A _HO T RT UR_I D DW_SE RV_C LASS _I D I NTEG ER DW_SALE S_TE RM_D T_I DNTEGE R I DW_SE RV_S T_I D I NTEG ER BU CHA R(35) DW_SE RV_S T_O PER_ID I NTEG ER SAL ES_ DIRECT OR CHA R(30) DW_SE RV_A CT_D T_I D I NTEG ER DW HON _ID = D PH _P E W_ ONE D _I SAL ES_ GRO UP CHA R(30) DW_SE RV_A CT_D T_O PER_ID I NTEG ER SAL ES_ CHNL CHA R(30) DW_SE RV_H L_ DT_ID I NTEG ER DW F_ = DWSF _S ID _ _ID SAL ES_ SHOP CHA R(30) DW_SE RV_H L_ DT_OPE R_I D I NTEG ER D _PHO NE SAL ES_ MNG CHA R(30) S RCE D_1 = S RCE Y OU _I OU _S S DW_SE RV_H L_ RSN_ID I NTEG ER SF_ADD R CHA R(50) D W_PHO NE_ID I NTEG ER TO EN M _1 = "Prici g_P K _NA E n lan" DW_SE RV_D EACT_DT_ID I NTEG ER SF_CI TY CHA R(30) DW RIC _P _ID= S Q_ _P ING LAN E ID_1 D W_STA RT_D T_I D I NTEG ER DW_SE RV_D EACT_DT_OPER_I D I NTEG ER DW_SF _G EO_ID I NTEGE R D W_END _DT_I D I NTEG ER DW_SE RV_D EACT_RSN_ ID I NTEG ER CROS S_MA PPING SF_PO STAL_ CODE CHA R(4) P HONE_TAC CH AR(6 ) DW_SE RV_R EACT_DT_ID I NTEG ER SF_SEC _PO STAL_CODE CHA R(4) P HONE_BRAN D CH AR(2 0) SO URCE_ID_ 1 CHAR( 5) DW_SE RV_R EACT_DT_OPER_I D I NTEG ER SF_PO STAL_ CITY CHA R(30) P HONE_MO DEL CH AR(3 0) TO KEN_NAME_ 1CHAR( 50) DW_SE RV_I NITI AL_CALL _DT _I DNTEG ER I SF_FISCA L_NUM CHA R(9) P CH AR(1 5) SEQ _I D_ 1 INT DW_FISC AL_DIG IT_ID I NTEG ER DWCUR NCY ODE = DW RRE CY DE P HONE_CL ASS _ RE _C _ID _CU N _CO _ID HONE_FAC SF_CO NTACT_NAME CHA R(30) CH AR(1 5) SO URCE_ID_ 2 CHAR( 5) DW_BI LL _CYCL E_ ID I NTEG ER SF_PHO NE_1 CHA R(20) P HONE_CO MMERCI AL_ MO DEL CH AR(3 0) TO KEN_NAME_ 2CHAR( 50) DW_PH ONE_ID I NTEG ER SF_PHO NE_2 CHA R(20) P HONE_AO C_IND CH AR(1 ) SEQ _I D_ 2 INT DW_AR T_I D I NTEG ER SF_FAX_ 1 CHA R(20) P HONE_CL ASSI F CH AR(2 0) DW_SS LP_SCO _I D I NTEG ER SF_FAX_ 2 CHA R(20) P HONE_G SM_ CLAS S CH AR(2 0)D _P W HON ID = DW HO DW_NE TWORK_ SERV _ST_ID I NTEG ER E_ _P NE _ID SF_EMAI L_ ADD R CHA R(80) P HONE_G PRS_ CLASS CH AR(2 0) DW_I NITI AL_PMT_DT_ID I NTEG ER SF_SAP _ACC T CHA R(12) P HONE_UMTS _CL ASS CH AR(2 0) ALL_ ENTRIE S_I ND CH AR(1) CHA R(12) OU _ID OUR _ID_ SF_CUS T_AC CT CE 2 S URC ID = S O E_ OUR _ID CE _1 S RCE = S P HONE_WAP_IN D CH AR(1 ) SOURC E_SY S CH AR(5) T E AME= T E AM _1 EN ME= TOK _NA ESF_CO ST_ CENTER OK N_N OK N_N E OK _NA T EN M _2 CHA R(8) P HONE_USSD _I ND CH AR(1 ) TF _APPLY_ TIMEST AMP DA TE S Q_ID= S _ID_ E EQ 2 S Q_ = S Q_ID E ID E _1 COMM_ PLAN_ CO DE CHA R(3) P HONE_USSD _PH ASE CH AR(1 ) TF _ACTI ON_ CO DE CH AR(1) COMM_ PLAN_ DESC CHA R(35) P HONE_HSCS D_I ND CH AR(1 ) TF _BATCH _NUM I NTEG ER SAP_USER_NAME CHA R(15) P HONE_MMS_ IND CH AR(1 ) TF _ANNO TATI ON_ID I NTEG ER PRISM_USER _NA ME CHA R(15) P HONE_BL UETO OT H_I ND CH AR(1 ) F RST_NAME I c ha r( 40 ) SF_CLASS CHA R(1) TO KEN_LO O KUP P HONE_RANG E CH AR(1 0) MIDDLE_NAME c ha r( 40 ) SUB_AGT CHA R(1) P HONE_CELL CH AR(1 ) SOU RCE_ID CHA R(5) LAST _NAME c ha r( 40 ) SF_NAME _UNI QU E CHA R(100 ) D W_PHO NE_L AUNCH_ DT_ID I NTEG ER TOK EN_N AME CHA R(50) PRIMARY_TEL _NBR c ha r( 20 ) SAL ES_ MNG_UNI QUE CHA R(100 ) P HONE_ANTI QU ITY I NTEG ER SEQ _I D I NT SCNDRY_TEL _N BR c ha r( 20 ) ALL_ ENTRI ES_IND CHA R(1) D W_PHO NE_L AST_CLA SSIF_D T_INTEG ER ID TOK EN_V ALU E CHA R(20) F AX_ NBR c ha r( 20 ) SOU RCE_ SYS CHA R(5) A LL_ ENTRIES _I ND CH AR(1 ) DESCRI PTIO N CHA R(50) EMAIL c ha r( 80 ) TF_APP LY_ TIMESTAMP DAT E S OURCE _SYS CH AR(5 ) ADDR1 c ha r( 35 ) TF_ACT ION _CO DE CHA R(1) TF _APPLY_ TIMEST AMP DA TE ADDR2 c ha r( 35 ) TF_BAT CH_N UM I NTEGE R TF _ACTI ON_ CO DE CH AR(1 ) CITY c ha r( 30 ) TF_ANN OTATI ON _I D I NTEGE R TF _BATCH_ NUM I NTEG ER STATE c ha r( 3) COMM_ IN D CHA R(1) TF _ANNO TATI ON_ID I NTEG ER ZP I c ha r( 20 )

D _HO UR D W_HO UR_ ID IN TEGER T IME_STRING _ HH_ MM_SS CHAR (10) T IME_STRING _ HH_ MM CHAR (5) T IME_STRING _ HH CHAR (2) T IME_BAND_SELECTO R CHAR (1) H OUR_ NUM NUMER IC(9) H OUR_ RANG E CHAR (50) MI NUTE_NUM_IN_HO UR NUMER IC(9) MI NUTE_RANG E CHAR (50) S ECOND _NUM_IN _MI NUTE NUMER IC(9) A LL _ENTRIES _I ND CHAR (1) S OURCE _SYS CHAR (5) T F APPLY_ TIMESTA MP DATE _ T F ACTI ON_CO DE _ CHAR (1) T F BATCH_ NUM _ IN TEGER T F ANNO TATIO N_ID _ IN TEGER

D_ CURRE NCY_CODE DW_ CURRENCY_CO DE_ID INTEG ER DW_ START_DT_ID INTEG ER DW_ END_DT_I D INTEG ER CURRENC Y_CO DE_SS CHAR( 3) CURRENC Y_CO DE CHAR( 3) EUR_ EXCH_ RATE NUMERI C(14, 11) PTE_ EXCH_ RATE NUMERI C(14, 11) USD_ EXCH_ RATE NUMERI C(14, 11) AL L_ENTRI ES_IND CHAR( 1) SOU RCE_SYS CHAR( 5) TF_APP LY_TIME STAMPDATE TF_ACT ION _CO DE CHAR( 1) TF_BAT CH_N UM INTEG ER TF_ANN OTATI ON_ID INTEG ER

The Vodafone POC for VLDB The Vodafone Proof-Of-Concept (POC)

(Sybase & Sun Microsystems)

select

H.TIME_STRING_HH, DW_PRICING_PLAN_ID, sum(ACTUAL_AIR_DUR), sum(TOTAL_TIER_CHG), sum(TIER_TIME_1 * TIER_CHG_1), sum(TIER_TIME_1 * TIER_CHG_1) * 1.17, avg(ACTUAL_AIR_DUR), avg(TOTAL_TIER_CHG), avg(TIER_TIME_1), count(*) from F_CALL_DETAIL_RECORD F, D_HOUR H, D_DATE_PERIOD D where DW_CALL_START_DT_ID between 20010701 and 20010731 and H.DW_HOUR_ID=F.DW_CALL_START_HOUR_ID and D.DW_DT_ID=F.DW_CALL_START_DT_ID and (D.WEEKEND_IND="Y" OR D.HOLIDAY_IND="Y") group by H.TIME_STRING_HH, DW_PRICING_PLAN_ID order by H.TIME_STRING_HH, DW_PRICING_PLAN_ID

The Vodafone POC for VLDB The Vodafone Proof-Of-Concept (POC)

(Sybase & Sun Microsystems)

select

from

where and and and and and

D.YEAR_NAME, and S.DW_SF_ID = SF.DW_SF_ID D.MONTH_NAME, and C.DW_BILL_CYCLE_ID = B.DW_BILL_CYCLE_ID H.TIME_STRING_HH, and C.DW_AR_ST_ID = A.DW_AR_ST_ID G.DISTRITO, and P.PHONE_BRAND = "NOKIA" SF.SALES_GROUP, and F.DW_CALL_START_DT_ID between 20000901 and 200009 A.AR_ST_CODE, and (B.BILL_CYCLE_CODE = "28" or B.BILL_CYCLE_CODE = "0 sum(F.ACTUAL_AIR_DUR), sum(F.TOTAL_TIER_CHG) , group by D.YEAR_NAME, count(*) D.MONTH_NAME, F_CALL_DETAIL_RECORD F, H.TIME_STRING_HH, D_CUSTOMER_ACCOUNT C, G.DISTRITO, D_SERVICE_ORIG S, SF.SALES_GROUP, D_DATE_PERIOD D, A.AR_ST_CODE D_GEOGRAPHY G, D_HOUR H, D_PHONE P, D_SALES_FORCE SF, D_BILL_CYCLE B, D_AR_STATUS A F.DW_SERV_ID = S.DW_SERV_ID C.DW_CUST_ACCT_ID = S.DW_CUST_ACCT_ID C.DW_GEO_ID = G.DW_GEO_ID F.DW_CALL_START_DT_ID = D.DW_DT_ID H.DW_HOUR_ID = F.DW_CALL_START_HOUR_ID F.DW_PHONE_ID = P.DW_PHONE_ID

The Vodafone Proof-Of-Concept (POC)

The Vodafone POC for VLDB The Vodafone Proof-Of-Concept (POC)

(Sybase & Sun Microsystems)

Data Scalability:

1,5 Tb
min QR1 QR2 QR3 QR4 QR5 QR6 0:49:37 0:01:26 0:10:18 0:12:51 0:11:46 0:03:30 max 1:36:39 0:02:48 1:02:19 0:41:33 0:19:59 0:12:13 Avg 1:09:51 0:01:58 0:35:39 0:25:33 0:14:49 0:07:46

10 Tb (666% growth)
Min 1:27:05 0:01:28 0:25:29 0:14:57 0:13:44 0:04:55 max 3:14:29 0:03:31 1:28:40 1:28:40 0:20:02 1:04:56 Avg 2:04:19 0:02:20 0:52:27 0:41:38 0:17:07 0:15:22 Total:

average time

variation 77,98 18,90 47,14 62,93 15,49 98,17 + 53 %

VF Portugal Business Intelligence project Overview: Agenda

Brief BI Project history The DW Re-engineering with IWS

The vodafone POC for 25 TB raw data

What do we do now, business functional areas Some metrics, HW & Users

23

General Vodafone DWH Presentation June 4, 2008

General DW Architecture: 2007/2008

Source Systems

Data Staging Process

Core DWH IWS_IQ

Billing Sybase ASE CRM ... CDRs Sybase IQ

MSOLAP
Analysis Services

Business Objects

Sybase PowerDesigner metadata

24 General Vodafone DWH Presentation June 4, 2008

The VF DW Project actually, what do we do now: Support most standard subject areas for Business Units and Marketing Source Systems:
Billing to customers (pre and post paid), Interconnect costs and revenues, Commissions, SAP Equipment sales & inventory, Contents costs (revenue share), Roaming Out costs and Roaming In revenue (MACH Clearing House), Siebel Contact Center, Siebel Campaigns, Loyalty Point System, Web self care, Engineering Raw call records
25 General Vodafone DWH Presentation June 4, 2008

Data Repository, ETL & Development tools

Data Repository: Sybase IQ

Technology optimized for Data Warehousing (bit-map data storage for fast aggregate query response and data compression)

ETL: Hand coded Sybase ASE/IQ and Oracle stored procedures Development tools: CAST, DBArtisan, ISQL, PowerDesigner Metadata: PowerDesigner
DW modeling tool Version Control (track changes) Impact Analysis SOX Compliance DWH

PowerDesigner
General Vodafone DWH Presentation 26 June 4, 2008

Repository

OLAP reporting on MS SQL Server AS

OLAP reporting on MS SQL Server AS

Excel end-user tool Cubs are pre-calculated Short response time for end users Difficult for end users to make mistakes (wrong filters, etc.) Many KPIs are calculated in Microsoft SQL Server AS: Churn, ARPU, Contribution margin MS SQL- Analysis Services

Excel Users

IWS_IQ

V I E W S

27

General Vodafone DWH Presentation June 4, 2008

Standard reporting and Ad-hoc reporting tools

Relational detailed reporting on Business Objects

Business Objects is the corporate reporting tool Data Warehouse design and maintain BO Universes Data Warehouse team develop standard reports Business Objects menu add-in to access and refresh the standard reports Business Objects Broadcast Agent to refresh reports automatically End-users can write new reports or modify standard reports

OLAP reporting on MS SQL Server AS

Excel end-user tool

28

General Vodafone DWH Presentation June 4, 2008

Data Mining Environment; Fraud; Police investigation

Data Mining:
- SPSS Clementine

Fraud Investigations and reporting:

- On Sybase IQ

Police Investigation:
- Business Objects reports calling Sybase stored procedures on IQ Next step: - CDR Data Retention according to EU Directive (6 to 24 months CDR retention)

29

General Vodafone DWH Presentation

Network/Engineering Raw CDR Data Marts on Sybase IQ

Ericsson Raw Call Detail Records WAP Gateway Records MMS Center Records SMS Center Records GPRS SGSN Records PTT (Push To Talk) Records ER (Portal Infranet) Content Records (Vlive! and legacy) ADSL Records

30

General Vodafone DWH Presentation June 4, 2008

VF Portugal Business Intelligence project Overview: Agenda

Brief BI Project history The DW Re-engineering with IWS

The vodafone POC for 25 TB raw data

What do we do now, business functional areas Some metrics, HW & Users

31

General Vodafone DWH Presentation June 4, 2008

General DW DB Hardware specification

Data Staging Process

Application Calculation Process (PPO, REI, Score, ...)

Sun (Solaris 8) 9 CPUs 12 GB Memory 2 TB space Sun (Solaris 8) 2 CPUs 3 GB Memory 0.25 TB space

ONLINE

BATCH

Sun (Solaris 9) 52 CPUs 65 GB Memory 5 TB space

Sun (Solaris 9) 16 CPUs 6 GB Memory 3.5 TB space

GDM_IQ

Sun (Solaris 9) 16 CPUs 8 GB Memory 1.2 TB space

BILLING_IQ

IWS_IQ
32 General Vodafone DWH Presentation June 4, 2008

ENG_CDR_IQ

ICT_IQ

General DWH Measures

more than 200 DW power users (IWSs IQ) more than 400 Business Objects report users (IWSs IQ) more than 150 Engineering users (CDRs IQ) Servicing users all across the company:
Financial, Legal, Marketing & Sales, Technology

Queries against IWS: 15 000 (per day) Average Load Speed: 50 000 records (per second) 40 000 000 000 rows loaded (per week) 32 000 load jobs (per week) 7 000 load jobs with >= 1 000 000 rows (per week)
33 General Vodafone DWH Presentation June 4, 2008

Business Intelligence in Vodafone Portugal, with Sybase.

Meet the Experts, Beograd, May 2008 Eduardo Taborda, Sybase SBS Software, Portugal