marketing campaigns—everything from the creative content to
the Websites where the ads ran to the effectiveness of the offers
and the products sold.
“The faster you can get data to people and the more freedom
you give them in analyzing it, the more interesting the results
will be,” says Levine. “Every time we’ve made it easier and faster
for people inside or outside of the company to obtain data,
they’ve done things that we haven’t expected. I can’t tell you
exactly how that will play out once they can get information back
10 times faster, thanks to our deployment of Oracle Exadata, but
I know that they’ll be able to make better decisions faster—and
that will help them grow.”
Oracle Exadata provides a complete hardware and software
solution for high-performance data warehousing, online
transaction processing (OLTP), and mixed workloads. It includes
a massively parallel architecture and uses a wide InfiniBand
network to increase data bandwidth between the database
server and storage to deliver extreme performance for all data
For LinkShare, Oracle Exadata’s extreme performance is
“With Oracle Exadata we’re finding that data loads much
faster and our queries come back much faster than they do from
the previous data warehouse,” says Levine. “Our customers will
be able to do analytics more effectively because they can do
In fact, industry analysts are seeing the same thing—that new
technologies like Oracle Exadata can create fundamental changes in
the ways that organizations analyze and react to data.
“With Oracle Exadata, organizations can really work with
information to enable superior
business decision-making by
allowing analysts to consider
more possibilities and do
deeper analysis in the same—
or even less—time,” says Merv
Adrian, principal at consulting
firm IT Market Strategy.
Fault tolerance was a reason that LinkShare chose Oracle Exadata, says Jonathon
Levine, chief operating officer. “It’s fault tolerant in the way that the system degrades,
rather than shuts down, for most kinds of faults that we see in production,” he says.
to learn new hardware or spend time installing and tuning all the
Adrian even sees new opportunities for solutions like Oracle
Exadata. “I’m seeing something I call a transaction-processing data
warehouse,” says Adrian.
“It’s a hybrid combination
where OLTP systems reference
data warehouse information
for assistance in creating
customized responses for
specific situations. For
example, ‘what other products
should we offer this customer?’
Or, ‘what type of special deal
can we provide to this purchaser?’ These can be called ‘analytic
transactions’; they depend on look-aside processing to complete a
In addition, Adrian describes Oracle Exadata as an extensible
database platform. “It’s not a proprietary, closed environment,” he
says. “It’s the world’s most widely distributed database, and people
know how to build on top of it.”
“With Oracle Exadata we’re
finding that data loads
much faster and our queries
come back much faster.”
—Jonathon Levine, Chief Operating Officer, LinkShare
SOFT WARE. HARDWARE. A
COMPLE TE DATABASE MACHINE.
The integration of software and hardware in Oracle Exadata delivers
other key benefits.
“One of the more important value propositions of Oracle Exadata
is that it’s preintegrated. The fact that Oracle owns the hardware
and software gives the company the opportunity to deliver a much
simpler value proposition,” says Adrian.
And according to Adrian, the software and hardware integration of
Oracle Exadata also leads to significant savings in resource costs, since
organizations can cut down on the number of expensive specialists
needed to install and maintain an enterprise database machine.
“From my research, time to value is a big advantage,” says Adrian.
“Organizations don’t want to send their personnel off for classes
FINDING NE W WAYS TO RUN A BUSINESS
LinkShare has been in business for almost 15 years and has a huge
amount of historical data that it relies on to analyze and help
customers define effective internet marketing campaigns. That
includes information on the types of ads that have run in the past, the
SEP TEMBER/OC TOBER 2010