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events.techtarget.com Sam Strum, Director of Data Services, INTTRA Case Studies in Action Tips for Creating a Next- Generation Data Warehouse SearchBusinessAnalytics SUMMIT

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events.techtarget.com

Sam Strum, Director of Data Services, INTTRA

Case Studies in Action

Tips for Creating a Next-

Generation Data Warehouse

SearchBusinessAnalytics SUMMIT

What Will Be Presented

Overview of INTTRA

INTTRA BI and DW Landscape as of early 2013

DW and BI Principles and Roadmap

How We Ended Up

Lessons Learned

Next Steps

SearchBusinessAnalytics SUMMIT | © TechTarget

INTTRA Company Profile

CARRIERS

& NVOCC 49

REGISTERED

USERS

220,000

CONTAINERS PER

WEEK

530,000

ALLIANCE

PARTNERS 109

COUNTRIES 130

SHIPPING

CONNECTIONS

1.65m

1 CONNECTION TO

WORLD’S LARGEST

SHIPPING NETWORK

SearchBusinessAnalytics SUMMIT | © TechTarget

INTTRA Value Proposition

BI Leadership Summit | © TechTarget

INTTRA Information Content Types

BI Leadership Summit | © TechTarget

Find a Voyage:

Search over 12.5M schedules from 30 of the world’s most

desired carriers through 1

connection.

Book Your Cargo:

Book directly from your search results

- no rekeying involved! We transfer your

selected schedule directly into your

booking – or if you know your vessel voyage, you can

enter booking information online.

Submit Shipping Instructions:

Shipping instructions are

automatically filled when you enter your booking

details. Our flexible design enables you

to start the shipment process

at either booking or shipping

instructions, and still automates the

rest of the shipment process.

Proof & Print Bill of Lading:

Get faster delivery of Bill of Ladings

(B/L) and minimize container shipment delays. Your B/L is always available whenever and

where-ever you need for fast and

easy access. Eliminate manual rekeying through the entire process and increase B/Ls

quality.

Track Shipment:

If you enjoy logging into multiple

systems to check the status of a

shipment for your customer, you

won’t like INTTRA. We give you a

single way to look up all your

container status events.

Manage Invoice:

Now that you’ve got a handle on

reducing your own paper, you can set

your sights on eliminating other

people’s paper too. Receiving invoices electronically saves time, money, and eliminates errors

that can be introduced with manual entry.

Now that you know so much can you think of

Analytical Use cases applicable to INTTRA?

BI Leadership Summit | © TechTarget

1. ?

2. ?

3. ?

4. ?

INTTRA Business Intelligence & Data

Management History

● Historically a transaction-focused organization

- Primary revenue driven from transaction/container volume

- An E-Commerce company

● Market share penetration has revealed an increasing opportunity to exploit

the value of the data captured in those transactions

- Cross Sell, Upsell, Targeted Marketing

- Carrier Ranking, Growth Opportunity for Carriers

● Market growth has presented new information stakeholders such as the

Financial Community and News Media

● Prior ‘false starts’ in establishing a robust BI / Data Warehousing

Program

● Key question entering 2013 - Can we launch a successful Data

Warehouse Program to enable analytics to meet these new needs?

BI Leadership Summit | © TechTarget

Going into 2013, was INTTRA Organizationally

Ready?

Yes, but …

• A clear and well communicated corporate strategy existed

• Support for BI/DW at all management levels

• Business and IT well aligned

• Forward momentum in creating a robust technical infrastructure including a somewhat under-used Data Warehouse appliance

Many Areas of Opportunities

• The information demands were not supported by a data structure optimized for on-line transaction processing

• Improvements in data quality and validation processes

• Adding skills and skilled associates to the technical team

• Reducing spreadmarts and embracing BI

• Formulating and adopting governance and standardization

BI Leadership Summit | © TechTarget

Deeper Dive to INTTRA’s Early 2013 State

BI Leadership Summit | © TechTarget

Oracle DW with some Data Marts

• Limited use

• Major performance problems

• Data silos

• Application silos

No BI Tool

• Spreadmart proliferation

• Some nice Visuals

• Excel-based

• Created with the Panopticon visualization tool

One external ‘Product’ attempt

• Web (Java) based

• Failed due to inability to justify numbers

• Difficult to maintain

Greenplum Appliance purchased

• Used sporadically based on when Oracle performance issues encountered

• Purchased with a hardware first approach

• Copy of existing mart

Data Warehousing / Analytics Principles

Implement a reusable and resilient underlying

Integration Framework

Create an integrated and comprehensive

Information Repository

leveraging the existing Greenplum Appliance

Instantiate data ordered by business Prioritized Subject

Areas

Adopt an Organizationally

Appropriate BI Tool establishing well

governed processes

Contribute Internal Business Value via

robust analytic dashboards

Devise Revenue Generating, External

Products for our customers that they

could not live without

Develop a skilled, business-savvy and

motivated BI/DW Team

BI Leadership Summit | © TechTarget

2013 DW/Analytics Roadmap

Release by Subject Area

Allow time for the robust framework to be

developed, reviewed and deployed with first

Subject Area

Load to a Unified Data Layer (UDL) via a

Staging Layer

Perform a BI Tool evaluation then

purchase, deploy and adopt the winner

Based on the selected BI tool, determine need,

approach and technique for reporting schemas /

data mart layers

Formulate and specify internal and external analytic use cases

Create and communicate BI development,

promotion, support and adoption processes

Craft a BI organization to execute and grow

BI Leadership Summit | © TechTarget

Where Are We Today?

Data Warehouse

DW Technology Established

Mostly Oracle based source systems

Oracle Data Integrator/Change Data Capture/flat files

Greenplum load utilities

Greenplum functions

5 Subject Areas in Production

Booking

Shipping instructions

Bills of Lading

Track and trace status events

Invoicing

Key Volume Metrics

160 Tables

420 Million track and trace records (400 days)

105 Million bookings (3 years)

Robust Framework

Reusable change data capture process

Includes audit and monitoring

Changes captured hourly

Processing up to 1.2 million status events a day

Unified Data From 2 booking systems

From 3 shipping instruction systems

BI Leadership Summit | © TechTarget

Where Are We Today?

Business

Intelligence

Tableau BI Tool selected, purchased, deployed and trained on

Less ‘heavy’ (including cost)

Reasons for selection ‘Visual Intelligence’ Ease of Use Enterprise Capabilities (with some annoyances)

Direct and Extract

Licensing 80 Server Users

10 Desktop Developers

Defined Iterative Development and Promotion Process

Met challenge of working around semantic layer shortcomings

Multi source access including spreadsheet and can blend

4 Tier Support: First Line Departmental Enterprise Vendor

3 Tier Development: Some Self Serve

Departmental

Enterprise

BI Leadership Summit | © TechTarget

Analytic Successes So Far

PERFORMANCE DASHBOARD

• Carrier. Customer and Sales Rep Perspective

• Key Metrics

• Container Counts

• User Locations

• Network Pairs

• Per Product, Region, etc.

• Link to Sales Force Account page

TnT DATA QUALITY SCORECARD

• Measures Completeness, Accuracy and Timeliness of Status Events

• Now know who has the best quality in Status Event delivery

• Key Learning - Certain Carriers never sent any Status Event types (e.g. Vessel Departure)

• External

• Potentially Revenue generating

TRANSPORTATION MODE SHEET

• Facilitates effort to increase Door to Door shipments

• Precisely match to Shipments

• Includes Transshipments and Inland legs

BOOKING VALIDATION REPORT

• Compared to existing DM/Spreadsheets

• Saved countless hours of SQL writing

• Holistic

• Found about 10 new DW defects

• Found problems in current reporting

BI Leadership SUMMIT | © TechTarget

Company A

Company B

Company C

Company D

Company E

Company F

Company G

Company H

Company I

Company J

Company K

Company L

Company M

Company N

Dashboard Sample

BI / Data Services Organization

● BI and Data Services are part of the Platform Services

Department

● Was mostly one man with assistance from: - Project management

- DW vendor partner

● Now expanding - Back-end / Front-end

- Transform the Business / Run the Business

- Internal / External Focus

- Looking for Tableau expertise

• Administration

• Architecture – reporting & semantic layer

• Developers

- Data Warehouse Architect

- Data Modeler

BI Leadership Summit | © TechTarget

Lessons Learned – Select the Right BI Tool

Do you really need a ‘heavy tool’?

Do you really need a large monolithic semantic layer?

Do you need to get up and running quickly?

Do you want self service and ad hoc ‘investigative’ analysis

from multiple perspectives?

Can the tool be used externally without huge cost or

complexity?

Embrace, don’t dissuade, end user report development

Extracted, self-contained analytics: take advantage of it

BI Leadership Summit | © TechTarget

Additional Lessons Learned

BI Leadership Summit | © TechTarget

Change will happen, be flexible – you don’t know everything up front

Perform robust (even if time consuming) data modeling up front including data quality analysis

Constantly test and validate and use real use cases for validating

Document - it will help create ‘end user guides’ for Analytics

Think adoption and training from day one

What’s Next

● Data Warehouse (Backend)

- Additional subject areas

- Enhancement backlog

- Operational support processes

● Analytics (Frontend)

- Increase Internal Reporting

- Embark on External Reporting

● Monitoring, Evangelizing, Marketing

● Organizational optimization BI Leadership Summit | © TechTarget

Thank You!

Follow ups? Reach me at [email protected]

Also contact and connect with me on LinkedIn at:

http://www.linkedin.com/in/strum

BI Leadership Summit | © TechTarget

Questions?