Source: How to Judge a Columnar Database -Marketing Systems
Information Management Magazine, December 2007  by David M. Raab

According to Philip Russom, senior manager, TDWI Research, a common complaint
that TDWI hears from BI professionals is that their data warehouse platform
consists of a traditional DBMS and SMP hardware, both designed for transaction
processing, not data warehousing. “Users are spending a significant amount of
time and energy tweaking transactional platforms to get adequate performance for
the type of queries and data volumes common in today`s data warehousing
environments,” he said.

For this reason and others, he said, many BI professionals are seeking
alternatives to the usual DBMS/SMP platform. “That search has led many of them
to explore columnar databases, especially when they can be deployed in an MPP
(Massively Parallel Processing) architecture,” Russom said in a recent TDWI
webinar event entitled “Columnar Databases – Designed for Data Warehouse High
Performance.”

Merkle Reduces Processing Times by Approximately 200 Percent in First Phase

In the TDWI webinar, which was sponsored by ParAccel, Merkle`s Chief Technology
Officer (CTO) Christian Wright detailed how Merkle, one of the nation`s largest
and fastest-growing database marketing agencies, has reduced processing times by
approximately 200 percent in the first phase of its next-generation consumer
data integration platform implementation by using the column-based ParAccel
Analytic Database. Merkle is using the ParAccel Analytic Database as part of an
upgraded consumer data integration platform for its clients` business to
consumer (b2c) database marketing systems. The platform is expected to grow to
tens of terabytes over multiple implementation phases.

Wright, who led Merkle`s evaluation of four columnar database vendors which
involved three measured multi-terabyte proofs-of-concept, agreed that columnar
databases are “well suited” for computing environments such as Merkle`s massive
consumer repositories. “Columnar works extremely well with redundant data,
provides compelling data compression capabilities and helps reduce I/O demand
further due to its selective data access,” Wright said. “In addition, the fact
that the ParAccel Analytic Database runs in an MPP architecture ensures that
this platform, which is the foundation of our business, will scale at a nearly
linear rate, allowing for predictable system growth.”

“It is clear why companies are adopting powerful columnar database technology
such as the ParAccel Analytic Database. Our survey research aligns with TDWI
findings and indicates that more than 50 percent of companies have significant
performance and scalability issues with their data warehousing and business
intelligence applications,” added ParAccel Vice President of Marketing Kim
Stanick. “ParAccel`s unique MPP-Columnar DBMS solves these problems by
delivering amazing load-and-go performance and scalability at a fraction of the
cost of traditional products, all while running on a customer`s favorite brand
of standard hardware.”

Webinar Replay Available

The TDWI webinar, “Columnar Databases – Designed for Data Warehouse High
Performance,” featuring TDWI`s Russom and Merkle`s Wright, is available for
replay at http://www.tdwi.org/display.aspx?id=9064.

About TDWI

TDWI, a division of 1105 Media, Inc., is the premier provider of in-depth,
high-quality education and research in the business intelligence and data
warehousing industry. Starting in 1995 with a single conference, TDWI is now a
comprehensive resource for industry information and professional development
opportunities. TDWI sponsors and promotes quarterly World Conferences, regional
seminars, onsite courses, a worldwide Membership program, business intelligence
certification, resourceful publications, industry news, an in-depth research
program, and a comprehensive Web site: www.tdwi.org.

About ParAccel

ParAccel, Inc. is the proven leader in scalable analytic performance and
price-performance. The ParAccel Analytic Database is a new generation,
MPP-Columnar DBMS that is delivering breakthrough performance in customer
environments. Available as a virtual or packaged appliance on standard hardware
from all major vendors, it can be implemented stand-alone, or as a drop-in
accelerator to extend an existing SQL Server or Oracle investment. ParAccel`s
management team includes technical founders and industry veterans from noted
data management companies Netezza, Oracle, Teradata, Gupta, SenSage, PointBase,
and IBM. ParAccel is headquartered in San Diego, CA. For more information,
please contact us at info@paraccel.com or 866-903-0335, or visit us at