Concurrent with the latest enhancements for Oracle Corp.’s HeatWave MySQL database announced today, the company  is beginning to gather and report benchmark data from key customers since introduction of the service in December. The results initially show validation of the company’s claims on cost savings and performance.

Two use cases from one U.S. and two international firms show significant analytics workload acceleration and scalability benefits from using HeatWave for a range of advertising, marketing tech and business intelligence applications.

One firm, Red3i LLC, which is headquartered in South Carolina, recently migrated in-house-built digital marketing and media management applications to MySQL Database Service with HeatWave on Oracle Cloud Infrastructure.

“We observed over 1000x improvement for some of our queries and 85% performance improvement in our workloads overall by migrating to MySQL HeatWave,” said Amit Palshikar, chief technology officer at Red3i, in a statement released to the media. “In addition, we didn’t have to make any change to our application and our cost dropped.”

No need to move

HeatWave has also been deployed by Tetris.co, a martech firm based in Brazil, which developed a proprietary software model to unify data and help its clients understand advertising performance and forecast future results. This required that Tetris analysts have access to media data quickly to understand trends and opportunities in a rapidly shifting advertising market.

Previous solutions needed a complicated and costly process of moving datasets to perform faster analysis. According to Oracle, the shift to HeatWave reduced Tetris’ cost by more than half.

“For me as an advertiser, not an engineer, this was mind-blowing that I had to move the data,” said Pablo Lemos, co-founder and chief technology officer at Tetris, in a statement released by Oracle. “I didn’t have an easy solution to having analytical power at same time and place as I had the advantages of our transactional database. Scalability has made our expansion plan possible, allowing us to onboard more data and new clients without impact to costs.”

Measuring ad performance

The Oracle MySQL database is gaining traction with another advertising technology firm that employs an unusual model. FAN Communications Inc. allows advertising clients to pay upon accomplishment of the desired marketing outcome, instead of when the ads are actually placed.

This places particular importance on being able to monitor and measure the performance of 20,000 advertisements to 2.6 million agencies and media websites around the clock. Japan-based FANCOMI was experiencing reduced processing speeds as the number of advertisers and digital channels increased.

“We found MySQL HeatWave improved performance by 10X and significantly dropped our costs,” said Kanami Suzuki, a developer with FANCOMI, in a statement provided by Oracle. “We also did not have to modify our application for a great experience.”

What Oracle’s benchmark metrics show is that HeatWave customers are looking for a solution that provides a robust data management platform that doesn’t require a lot of extraction and transfer while realizing faster analysis at less cost.

“Databases are difficult,” said David Floyer, chief technical officer and co-founder of SiliconANGLE sister market research firm Wikibon Inc., in a recent interview. “They have a lot of idiosyncrasies in terms of what makes them run fast and what can slow them down. Oracle has done an excellent job of providing a broad range of services that utilize the hardware very efficiently and provide the ability to consolidate analytics and transactional processing.”

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