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TWST: May we start with a brief overview of Certive?
Mr. Goodman: We've developed a revolutionary, intelligent technology for the
integration and delivery of data. Today's enterprise data infrastructure is
desperate for innovation. Over the past 10 to15 years, enterprises have copied
data from many operational systems into data warehouses and data marts in order
to more effectively understand and manage their businesses. For example, key
customer purchasing trends (normally found in the Order Entry/Billing system)
can be measured against marketing and customer satisfaction investments (from
Marketing and Customer Service Systems) to identify cause and effect. This
practice of using distributed sets of data to make better business decisions is
generally called "Business Intelligence."
What customers all over the globe are finding is that the resulting data
infrastructure can't keep up with the speed of business change - that is, it
can't quickly provide new ways to view data required to make better and better
decisions. Adjusting a data warehouse or a data mart can take many months, but
business people need to identify and use new business metrics every day. Each
change, even a minor change, is a major IT project away.
We've developed a technology that changes the performance game for both the
integration of distributed data and its delivery. TWST: Would you explain how this is accomplished?
Mr. Goodman: In a word: "CertiveIQ." We've identified that two valuable but
historically separate methods of data integration, when combined and provided as
tunable services, fundamentally change the performance characteristics of
operating across large and/or distributed sets of data. The first well-accepted
method is moving the data - that is, copying the data into a separate repository
for the purpose of reporting results. The second well-accepted method is to move
the business user's query in and around the existing data infrastructure. Both
have significant limitations when used in isolation.
CertiveIQ combines these two techniques within one, model-driven solution. We
can copy, aggregate, and/or store data in order to make BI solutions perform
better. But we can also seamlessly spawn queries against pre-existing,
invaluable databases, warehouses, marts, or multidimensional cubes. Both
techniques are delivered as tunable services rather than separate technologies,
so our customers make the most of their existing investments while augmenting
them as required. Certive's approach completely changes the nature of
performance for enterprise data. Real-time data is cheaper, faster and easier to
provision, changes are much faster to make, and questions that historically took
50 seconds or two minutes or 20 minutes are answered in seconds. And six week or
six month-long IT projects become something you can accomplish in six hours or
six days.
We fundamentally change the nature of how quickly people can get access to their
distributed data and how quickly data infrastructures can respond to their
business needs.
Tickers included in this excerpt: PVT
For more information call (212) 952 7433. The
Wall Street Transcript does not endorse any of the comments made by interviewees, and does
not make stock recommendations.
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