With its migration to Oracle, leading travel site Hotwire.com had its enterprise data warehouse performance, availability and scalability greatly improved, even alongside the expansion of the scope of its analysis. Using the Oracle Exadata Database Machine, Hotwire is able to accommodate a growing volume of data for rapid analysis, improve query response times from hours to minutes, provide 24/7 access to data and reports to more users, and differentiate from other travel sites by achieving a new level of innovative analysis to deliver more compelling and personalized offers and recommendations to its customers.
“Oracle Exadata Database Machine allows us to support increasingly complex analytic work on rapidly growing data volumes,” said Kolin Ohi, BI Architect, Hotwire. “By removing system constraints, it encourages more innovative uses of our data and gives us a significant advantage in the highly competitive discount travel industry.”
Hotwire owns Hotwire.com, Carrentals.com and TravelTicker.com; each have a huge amount of data that demands for a service that can analyze their complexity. Hotwire’s customer engagement and other business decisions rely on a 10-terrabyte data warehouse and analysis, and Oracle’s Exdata Database Machine enables the Hotwire’s business analysts to improve productivity and discover new patterns within their data and capitalize on those insights more rapidly than before.
Since its employment in September 2010, Oracle Exadata Database Machine has enabled Hotwire.com to:
-Increase query response times for ad hoc analytics up to 72x;
Load their data warehouse twice as fast as before;
-Eliminate system bandwidth constraints to deliver 24/7 ad hoc query analysis and access to reports and dashboards to more users — even during end of month reporting;
-Run predictive models faster than ever by conducting analysis within their data warehouse using Oracle Data Mining rather than exporting data for desktop analysis;
-Incorporate new types of data for storage and analysis including click stream and email campaign data; and,
-Establish a foundation to support new types of analysis moving forward such as text analysis.
This is an important development for Hotwire as it seeks to improve its internal analysis and query response time. Also, Hotwire is seeking ways to improve business, in the midst of suing Google for its acquisition of ITA, the database all major travel sites use to power their search.
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