Crm oracle-engineered-sys-1931264

An Oracle White Paper
April 2013
Siebel CRM on
Oracle Engineered Systems

Siebel CRM on Oracle Engineered Systems
Disclaimer
The following is intended to outline our general product direction. It is intended for information
purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any
material, code, or functionality, and should not be relied upon in making purchasing decisions. The
development, release, and timing of any features or functionality described for Oracle’s products
remains at the sole discretion of Oracle.

Contents
Executive Overview.......................................................................................... 2
Introduction ...................................................................................................... 3
Siebel CRM Overview .................................................................................. 3
Introduction to Engineered Systems ................................................................. 7
Oracle SPARC SuperCluster.......................................................................... 10
The Business Benefits of Running Siebel CRM on Oracle Engineered
Systems ......................................................................................................... 11
Siebel CRM Order Capture: Faster and Rapid Adjustments When
Creating Contact, Quoting and Ordering ................................................. 11
Siebel CRM Order and Asset Processing: Faster Product Catalogue
and Price List lookup, Creating and Managing Order and Asset
increases business volume ..................................................................... 11
Siebel Universal Customer Master (UCM) accurately providing
customer information across business channels increases
significantly the success rate of business transactions............................ 12
Siebel CRM + Oracle Social Network Integration (OSN)............................. 13
Siebel Customer Order Management + ATG Integration ............................ 13
The Technical Benefits of Running Siebel CRM on Oracle Engineered
Systems.................................................................................................... 15
Siebel CRM Runs Fast on Oracle Engineered Systems ............................. 15
Siebel runs fast and scales linearly on Exalogic and Exadata
(benchmark Results) ............................................................................... 17
Exalogic & Exadata 10k & 30k Users Call Center Benchmark .............................17
Exalogic & Exadata 11000 Users Siebel Customer Order Management
Benchmark ............................................................................................................19
Exalogic & Exadata Siebel Universal Customer Master Benchmark ....................20
Siebel CRM Deploys Quickly on Engineered Systems................................ 21
Engineering Advances That Enable Siebel CRM Performance Results.......... 22
Exadata ...................................................................................................... 22
Exalogic...................................................................................................... 23
Conclusion ..................................................................................................... 24

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Executive Overview
Today’s business requires a high volume of interactions with customers across many touch
points. This is especially true for CRM (Customer Relationship Management). One of the key
business success criteria is fast and agile communication with customers, such as processing
orders, addressing product issues, or participating on the social network through Web sites,
social network sites, call centers, and so on. The availability of accurate, pertinent customer
data across all touch points and devices is crucial.
Siebel customers must contend with a persistent requirement for growth, scalability, and
sustainability while maintaining fast response times and dependable performance. Typically,
our customers purchase for their core business one or more Siebel Business Applications
modules, such as Siebel Call Center or Customer Order Management. Then, these same
customers often later purchase other Siebel modules, such as social, Web, or mobile
functionality to complete their 360° view of their own customers. Additionally, businesses must
plan for an ever-increasing number of users and peak periods. Due to the wealth of information
and functionality captured within each product area, Siebel CRM meets these demands,
Oracle’s Engineered Systems—specifically Oracle Exadata Database Machine and Oracle
Exadata Elastic Cloud — provide the foundation for such requirements for Siebel CRM
applications. Outstanding performance, manageability, flexibility, and ease for growth offer
immediate benefits for existing Siebel applications and business processes. Business users
benefit from well-performing, stable, and highly available systems. Transformed business
processes accelerate the activities that drive business benefits. Technical staff benefits from
simplified architecture, tightly integrated and tested components, and agile application
deployment.

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Introduction
Siebel CRM Overview
Still the world's most complete customer relationship management (CRM) solution, Oracle's
Siebel CRM helps organizations differentiate their businesses to achieve maximum top-and
bottom-line growth. Siebel delivers a combination of transactional, analytical, and engagement
applications to manage partners, employees and all customer-facing operations. With solutions
tailored to more than 20 industries, Siebel CRM delivers comprehensive on premise CRM
solutions that can also be deployed in the cloud using Oracle’s Managed Cloud Services.
Sales Applications
Oracle's Siebel Sales applications maximize sales effectiveness in real time
by accelerating the quote-to-cash process, aligning sales channels, increasing
pipeline and win rates, and raising average transaction values.
Quote & Order Capture
Oracle's Siebel Customer Order Management solutions deliver deep
customer insight that enables businesses to present the best solutions at the
optimal price to the right customers.
Siebel Service and Field Service
Oracle's Siebel Service and Field Service product family helps businesses
deliver quicker, better and more-efficient customer service and provide
optimal resource deployment, speedy issue resolution, one-and-done request
handling, and powerful analytics capabilities.
Siebel Multi-Channel Support
Oracle's Siebel solutions enable businesses to market, sell and support their
customers across the various touch points they have with their customers,
using channels such as web, mobile, social, in store, contact center, field
service, direct and indirect sales.

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Enterprise Marketing and Loyalty
Oracle's Siebel Enterprise Marketing and Loyalty Suite is a comprehensive
closed-loop solution that empowers B2B and B2C organizations across
industries to achieve excellence in marketing and build brand loyalty.
Oracle E-Billing
Oracle E-Billing is the industry's only complete solution for allowing your
customers to do business with you anytime, anywhere. Oracle's industry-
leading customer self-service offerings transform customer relationships,
improve profitability, and increase customer loyalty.
Siebel Partner Relationship Management
Siebel PRM is the market leading comprehensive channel management
solution that allows brand owners to achieve their channel business objectives
with the industry-specific PRM solutions, proven customer successes, and
unmatched deployment options—including both on premise and on demand
solutions.
Oracle Customer Hub
Oracle Customer Hub (also known as Siebel Universal Customer Master) is
Oracle’s lead Customer Data Integration (CDI) solution. Oracle Customer Hub
(OCH) leverages the unrivalled domain expertise of the Siebel platform to
deliver a rich and complete CDI solution with many unique capabilities. OCH’s
comprehensive functionality enables an enterprise to manage customer data
over the full customer lifecycle.
Siebel ToolsSiebel Tools provides an integrated development environment
that businesses can use to configure Siebel CRM. They can use Siebel Tools
to modify business objects and integration objects, extend the data model,
modify business logic or customize the user interface and web services to meet
their business requirements.
CRM applications are widely deployed for order management, tracking and managing
services, and a host of other customer centric activities. The largest banks, financial
institutions, telecommunications, pharmaceutical companies and government agencies

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use Oracle Siebel to ensure customers are better served by tracking every customer
touch point. Siebel deployments have high availability and low latency requirements where
downtime or slow response time can result in lost revenue. In addition, there is a need to
support elastic growth in customer demand which often cannot be predicted. Siebel
applications are typically used by front office users like call center agents to service
customer interactions and these interactions result in business processes that span to
back office applications. This results in a distributed architecture, with Siebel applications
integrating with Finance, Billing and Supply Chain applications in the back office as well as
with social networking and front-end application like ATG and Oracle Real-time Scheduler,
which provides a real-time dynamic scheduling solution for companies to optimize the
scheduling and cost of their skilled mobile resources. These integrations often need to be
in real time, for example a call center order booking applet in Siebel will make a lookup to
back office inventory application to check if a product is available to promise.
The need for high availability, low latency, elastic growth, high performance and,
interaction with external applications lend Siebel deployments well to Oracle Engineered
Systems. Let us examine the Siebel architecture to understand how Siebel components
can be deployed on Exalogic and Exadata and the resulting benefits.

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Siebel has a multi-tier architecture, with client, web server, Siebel Application Server, and
Siebel Database Server tiers.
The web server directs the requests to the Siebel Application Server. The Siebel
Enterprise Server is the logical grouping of one or more Siebel Application Servers. The
business logic resides in the Siebel Application Server tier. Integration with Siebel through
web services is achieved with Enterprise Application Integration (EAI) Component shown
under Integration Services in the diagram above within Siebel Application Server. Siebel
database includes Siebel tables, indexes, Siebel Repository and seed data. At the
database tier Siebel supports the following databases - Oracle, DB2, DB2-390 and MS
SQL Server RDBMS – with optimal performance on Oracle’s Exadata Database Machine..
In addition to the desktop web applications, Siebel also supports mobile and hand-held
clients (tablet and Smartphone).
Today, as part of Oracle’s comprehensive hardware and software portfolio, Siebel CRM
products have never been better. Synergies among Oracle product teams, Oracle’s
continued investment in Siebel CRM products, and Oracle’s overt strategy to create
“Hardware and Software Engineered to Work Together” combine to provide Siebel CRM
customers with solutions that maintain their traditional value proposition and are poised to
transform into the next generation of technology.

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Oracle Engineered Systems—specifically Oracle Exadata Database Machine and Oracle
Exalogic Elastic Cloud—are the culmination of Oracle’s “Engineered to Work Together”
strategy. Not only do they provide the generational technology advancements necessary
to meet today’s business requirements, but they also demonstrate Oracle’s ability to
optimize the technology stack at each and every layer, from enterprise applications such
as Siebel CRM all the way through to the storage of data on disk. Applications,
middleware, database, operating systems, virtualization, and hardware all work together
as a unified, simplified, and high-performance system. The end result is apparent to IT
organizations that spend less time managing farms of servers and troubleshooting issues,
and more time providing agile systems and services to accelerate business. The benefits
of Engineered Systems extend naturally to the business users themselves, who
experience stable, high-performance, and fast responding systems and business
processes.
Introduction to Engineered Systems
Oracle’s engineered systems combine best-of-breed hardware and software components with
game-changing technical innovations. Designed, engineered, and tested to work best together,
Oracle’s engineered systems can power the cloud or streamline data center operations to
make traditional deployments even more efficient. The components of Oracle’s engineered
systems are preassembled for targeted functionality and then—as a complete system—
optimized for extreme performance. By taking the guesswork out of these highly available,
purpose-built solutions, Oracle delivers a solution that is integrated across every layer of the
technology stack—a simplicity that translates into less risk and lower costs for your business.
Only Oracle can innovate and optimize at every layer of the stack to simplify data center
operations, drive down costs, and accelerate business innovation.
Oracle Exalogic
Oracle Exalogic is an Engineered System on which enterprises deploy Oracle business
applications, Oracle Fusion Middleware or third-party software products. Exalogic comes pre-
built with compute nodes, memory, flash storage and centralized storage; all connected using
InfiniBand in a high redundancy architecture delivering five-nine availability, with fault tolerance
and zero-down-time maintenance.
Exalogic dramatically improves performance of Oracle Applications, Fusion Middleware and 3
rd
party applications without requiring code changes and reduces costs across the application

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lifecycle, from initial set-up to on-going maintenance, as compared to conventional hardware
platforms. Oracle has made unique optimizations and enhancements in Exalogic firmware,
Exalogic software, and in Oracle’s middleware and Oracles applications. These include on-
chip network virtualization based on near zero latency Infiniband fabric, high-performance
Remote Direct Memory Access, workload management in Oracle Weblogic server and
optimizations in Oracle Coherence and Oracle Traffic Director. Exalogic includes support for a
highly optimized version of the Oracle VM, which significantly outperforms comparable
virtualization solutions and is an ideal consolidation platform for Oracle Applications.
Templates to simplify install, deployment and configuration of Applications on Exalogic are
available.
Oracle Exadata Database Machine
Oracle’s Exadata Database Machine is Oracle’s database platform delivering extreme
performance for database applications including Online Transaction Processing, Data
Warehousing, Reporting, Batch Processing, or Consolidation of mixed database workloads.
Exadata is a pre-configured, pre-tuned, and pre-tested integrated system of servers,
networking and storage all optimized around the Oracle database. Because Exadata is an
integrated system, it offers superior price-performance, availability and supportability. Exadata
frees users from the need to build, test and maintain systems and allows them to focus on
higher value business problems.
Exadata uses a scale out architecture for database servers and storage. This architecture
maintains an optimal storage hierarchy from memory to flash to disk. Smart Scan query
offload has been added to the storage cells to offload database processing. Exadata
implements Smart Flash Cache as part of the storage hierarchy. Exadata software determines
how and when to use the Flash storage for reads and write as well as how best to incorporate
Flash into the database as part of a coordinated data caching strategy. A high-bandwidth low-
latency InfiniBand network running specialized database networking protocols connects all the
components inside an Exadata Database Machine. In addition to a high performance
architecture and design, Exadata offers the industry’s best data compression to provide a
dramatic reduction in storage needs.

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Engineered Systems: Exalogic, Exadata, Applications, and Database.
The fastest, easiest path to unbeatable application performance

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Oracle SPARC SuperCluster
Oracle’s SPARC SuperCluster is the world’s most efficient multi-purpose engineered system,
delivering extreme efficiency, cost savings, and performance for consolidating mission critical
applications and rapidly deploying cloud services. Oracle’s SPARC SuperCluster represents a
complete, pre-engineered, and pre-tested high-performance enterprise infrastructure solution
that is faster and easier to deploy than a collection of individual database and application
servers. The system combines innovative Oracle technology—the computing power of
Oracle’s SPARC servers, the performance and scalability of Oracle Solaris, the Sun ZFS
Storage Appliance, the optimized database performance of Oracle Database accelerated by
Oracle Exadata Storage Servers, and a high-bandwidth, low-latency InfiniBand network
fabric—into a scalable, engineered system that is optimized and tuned for consolidating
mission-critical enterprise applications
Oracle’s SPARC SuperCluster provides both the capacity for growth, as well as the fine-
grained server virtualization needed to isolate individual application components. With multiple
layers of enterprise application infrastructure consolidated onto a high-performance, highly
available SPARC SuperCluster system, deployment speed, application performance, and
availability can all be optimized. Designed as a pre-configured, pre-tested, and ready-to-deploy
SPARC SuperCluster engineered system, the solution provides a complete and optimized
infrastructure solution for applications, built around robust compute, networking, storage,
virtualization, and management resources. The result is a system that is orders of magnitude
easier to manage, and up to five times faster to deploy than alternatives, all while occupying
considerably less real estate requiring less power. Furthermore, the SPARC SuperCluster
system provides full built-in redundancy resulting in a highly reliable infrastructure without
single point of failure. An issue with one component will not impact other components of the
system offering true isolation. Customers can consolidate multiple environments with minimum
disruption, without fear of performance degradation, and the ability to achieve required service
levels.

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The Business Benefits of Running Siebel CRM on Oracle
Engineered Systems
Siebel CRM Order Capture: Faster and Rapid Adjustments When Creating Contact,
Quoting and Ordering
The Order Capture process begins with everything required to create contact information,
opportunity and selecting products to generating quote and customer order. Often times, all of
these transactions need to happen online and rapidly while customer is on the call with the
salesperson.
The benefits of using Oracle’s Engineered Systems with your Order capture include:
 Faster, more frequent Update Sales process.
 Faster response for sales entry.
 Rapid adjustments for sales spikes, warehouse issues, shipping delays, and
anything that might impact a customer’s shipment.
Siebel CRM Service Request Handling – Faster Service Request Results in Increased
customer Satisfaction and Improved Agent Efficiency Call Centers are one of main customer’s
touch points and its performance is crucial. The response time becomes critical when
customer is online. Additionally, at peak periods the scalability becomes another critical factor
and more concurrent agents on the system must not affect its performance.
The benefits of a faster Service Request process include:
 Increased customer satisfaction
 Improved agent’s efficiency
 Meeting the response time SLA
Siebel CRM Order and Asset Processing: Faster Product Catalogue and Price List
lookup, Creating and Managing Order and Asset increases business volume
One of the most frequently used Siebel modules across many industries is Customer Order
Management. A typical agent’s flow is to start with creating the customer account and address;
then looking up the catalog and price list to create asset and, finally, the order.
The Order Management process is very time sensitive. It is also compute intensive and
requires high database access and update rate. At peak periods the number of concurrent
users increases significantly. Hence, the system must be extremely responsive and scalable.
Any degradation of system’s responsiveness would cause customer dissatisfaction and
churning and reduction in customer orders.

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The benefits of running Siebel Order Management on Engineered Systems:
 Increased customer satisfaction when placing orders
 Increased volume of orders
 Reduced customer churn rate
Siebel Universal Customer Master (UCM) accurately providing customer information
across business channels increases significantly the success rate of business
transactions
Today, most businesses need a unified and accurate view of the customers across their
applications. Siebel Universal Customer Master fulfills this requirement and provides a gold
customer record. In case the customer is not found a new customer record is created and
synched to the Customer Hub and by using the Insert/Upsert Web Service, a new customer
record is published to all the subscribing systems via publish/subscribe mechanism.
There is generally the need to consolidate new/updated customer data from external /
operational systems to the UCM system. This requires sending all the new/updated customer
data to the Hub in a daily/weekly batch process. UCM batch process is run in parallel Workflow
tasks to load the Customer tables. The UCM batch process consolidates the data, de-
duplicates the data and creates the golden customer records. New/Updated customer records
are published to the subscribing systems.
The performance and response time of UCM and its integration with other systems are vital to
businesses. These transactions are high volume and their throughput is always a major
concern for IT organizations.
The benefits of running Siebel Universal Customer Master on Engineered Systems:
 UCM on Exalogic and Exadata 7 to 10 time faster response time and throughput is a
significant advantage
 The accuracy and availability of customer record across the enterprise on a high-
performing Oracle Engineered Systems is a key asset to the company
 High throughput provides a tremendous help to timeliness of batch and background
components to meet 24/7 availability of accurate customer records. It is among the
most important requirements of many businesses.

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Siebel CRM + Oracle Social Network Integration (OSN)
Consumers today like to improve the effectiveness and timeliness of decision making with
visibility and insight into business processes. Siebel provides market leading support for
companies to manage their business process across the complete life cycle of the customers.
OSN provides a secure private network to capture and preserve information flow between
people, business processes and applications. The integration will bring together people and
processes together for making timely decisions.
Solution Highlights
 Manage real-time conversations between agents to provide resolutions to customer
service requests quickly. Create trend analysis with ‘service requests like mine, agents
like me and customers with same requests
 Through the integration, teams get a single view of the business process bringing
together data across different applications and engage in conversations through
follow ups and comments
 Engage customers through external social channels by bringing together collective
expertise to make informed decisions and drive business forward.
Siebel Customer Order Management + ATG Integration
Consumers today expect to research, shop and purchase products from their preferred brands
using multiple channels and devices. Siebel provides market leading support for companies to
engage with their customers including direct sales and field service representatives, call center
agents, and the partners of these companies. ATG provides market leading support for
companies to engage with their customers via a personalized web experience.

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Solution Highlights
 Seamlessly create and manage account, contact, and customer information across
channels.
 Leverage sales catalog structures, product details, price, promotion and other
commerce related rules administered within Siebel as a foundation for building a
personalized, rich web experience in ATG. This integration will increase speed on
new product introductions and reduce time managing data and sales policies in silos.
 Provide continuous clicks-to-bricks and bricks-to-clicks support by providing customers
and employees with a real-time view into in-flight and completed shopping carts and
orders including line item details, totals and current status.
The benefits of running Siebel Order Management on Engineered Systems:
 Oracle Engineered Systems are the ideal platform for the time-sensitive and extremely
frequent interactions with customer
 This integration when deployed on the same Exalogic and Exadata platform will yield
fast performance critical for this type of communication and contact
 During peak periods, the platform scales with flexibility to cope with high number of
transactions in simple and agile manner

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The Technical Benefits of Running Siebel CRM on Oracle
Engineered Systems
The previous sections of this paper outlined many of the benefits business users can expect
from running Siebel CRM applications on Oracle Engineered Systems. Naturally, the direct
benefits realized by the business are the most important scorecard. But beneath those
business benefits lie solid technology. The IT organizations who support the business also
claim a share of the value offered by Oracle Engineered Systems.
Siebel CRM Runs Fast on Oracle Engineered Systems
Oracle Exadata and Oracle Exalogic are engineered to provide extreme performance.
Benchmark testing with Siebel CRM shows just how good response time, batch throughput,
and scalability can be and how businesses can benefit these advantages to increase their
customer satisfaction by promptly processing their requests, decrease the churn rate, and
making the system highly available even during the peak business periods.
The Siebel multi-tiered architecture allows horizontal and vertical scalability for large-scale
deployments by having number of load-balanced web and Siebel servers using Oracle RAC
supporting tens of thousands of interactive users and millions of inbound and outbound
transactions.
The following illustration depicts a typical deployment scenario for Siebel CRM on Exalogic
and Exadata. Obviously the Exadata provides the database tier for Siebel CRM business data
and system control tables. The Siebel CRM Gateway, Siebel Servers - Object Manager, batch
components and web servers are served by compute nodes within the Exalogic. Siebel CRM
distributed architecture lends itself very well for load-balanced deployment across Exalogic
nodes. Siebel servers can be designated, providing scaled-out, parallelized processing at the
Siebel Server tier giving the best of both physical isolation as well as consolidated
management. The deployment scenario can scale up or down depending on your capacity
requirements, typically leaving ample available capacity for other Oracle or third-party
applications.

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A typical topology for deploying Siebel CRM on Exalogic and Exadata
So, what are the benefits of deploying Siebel on Exalogic and Exadata? The multi-tier,
scalable architecture of Siebel Applications maps very well to the engineered, purpose
built design of Exalogic system. Siebel Server processes workloads that are both compute
intensive (business logic execution) and I/O intensive. Exalogic’s high clock speed CPUs
in combination with fast on board memory support the compute intensive tasks of the
Siebel Application Server.
The Siebel users and Integration Services transactions like web services traverse the
Siebel components going from web server to Siebel Server to Siebel database residing on
Exadata. The underlying Infiniband fabric with its 40GB transfer rate is ideal for
communication between Siebel Servers and the backend database. In addition, when
multiple Siebel servers are deployed for scaling, the Infiniband fabric provides a super fast
pipe for inter server communication among Siebel Servers across Exalogic compute
nodes.
Exalogic and Exadata provide multiple configurations supporting growth in data center
needs. It is likely that Exalogic configuration you choose will have spare compute capacity
to co-locate other applications in your Siebel ecosystem. Other Oracle applications that
commonly interact with Siebel such as Oracle Social Network, ATG, E-Business Suite,

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Billing and middleware components such as Oracle Business Intelligence, SOA Suite,
WebCenter and AIA make good candidates to consolidate on Exalogic. Fusion
Middleware components are certified, supported and tuned for Exalogic. Most of them run
on Weblogic server and have been optimized for Exalogic with Exalogic Elastic Cloud
Software. It is likely that FMW components are common to multiple applications in your
environment. For example SOA Suite provides the integration bus and process layer to
integrate Siebel and other applications. Similarly OBIEE (Business Intelligence) is used
with Oracle Applications such as Siebel, EBS and 3
rd
party apps. Deploying these
common components co-located with applications in the same Exalogic box, with it’s
highly performant Infiniband network provides a high degree of performance benefits. With
Fusion Applications on the horizon, it is likely that customers will adopt some modules of
Fusion applications while continuing to use Siebel. The co-existence scenario between
Siebel and Fusion Applications calls for integration between the two, which is delivered
using Fusion Middleware. Again co-location using Oracle VM for Exalogic and I/O
Manager just simplifies and enhances the performance of the integration between Siebel
and Fusion Applications and at the same time provides control over system resources.
Siebel runs fast and scales linearly on Exalogic and Exadata (benchmark Results)
Exalogic & Exadata 10k & 30k Users Call Center Benchmark
Call Centers operating in high call volume environments will accumulate millions of
transactional data throughout the day (contacts, opportunities, service requests, activities,
agent assignment, and field service engineer) in very short amounts of times. Engineered
systems are specifically designed to deal with these challenges
The scalability and performance benchmarks were done with 10,000 and 30,000 call center
agents that simulated a large call center usage patterns through the day
 Sales: Create Contact and Opportunity, Lookup Account, Associate Contact &
Opportunity and Add products and Create Quote and Order.
 Create Service Request: Lookup Contact, Create Service Request and activities and
add Entitlement, Lookup Account, associate contact & opportunity and Add products
and create Quote and Order.
 Update Service Request: Lookup Service Request and add activities and Add
Solution for the Service Request.

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 Each Exalogic node can host 10,000 Call Center users
 Siebel App Servers on Exalogic and Siebel DB Server on Exadata demonstrate linear
CPU and throughput scalability
 The Response Time is a record compared to all other similar benchmarks

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Exalogic & Exadata 11000 Users Siebel Customer Order Management Benchmark
Oracle's Siebel Order Management allows employees such as salespeople and call center
agents to create and manage quotes and orders through their entire life cycle. Siebel Order
Management can be tightly integrated with back-office applications, allowing users to perform
tasks such as checking credit, confirming availability, and monitoring the fulfillment process.
 Create Order: Create Account and Address, Lookup Catalog and Price List, and
Create Order and Asset
 Modify Order: Lookup Account and Asset, Lookup Catalog and Price List, Modify
Order and Asset
 3 Exalogic nodes can host more than 11,000 Order Management users
 Siebel DB Server on Exadata demonstrate 2 times less CPU usage compared to
standard HW
 The Response Time is a record

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Exalogic & Exadata Siebel Universal Customer Master Benchmark
The objective of the benchmark was to measure the performance and scalability of UCM
running on both Oracle Exadata and Oracle Exalogic. The results produced impressive
performance and scalability metrics, which highlight the advantages of Oracle’s Engineered
Systems. The test was performed running UCM on a half rack Exadata machine and a half
rack Exalogic machine. All the components of Siebel along with the Web Servers and Gateway
Server were installed on Exalogic.
 Medium Read: Get Customer details along with the Addresses, Financial Accounts
and Assets with the Customer Id from the Operational System (Retrieve up to 25
attributes)
 Complex Read: Get Customer details along with the Addresses, Financial Accounts
and Assets with the Customer Id from the Operational System (Retrieve up to 150
attributes)
Figure 4: Results of Performance – User Load & Speed Testing using Oracle Engineered Systems
 Scalability performance for MDM on Exadata for user loads scaled up by 3X for
complex queries, translated into 2.3X higher throughput performance, with only a 20%
increase in response times (see figure above).
 Throughput performance for MDM on Exadata was 11X higher than customer
requirements for complex read transactions, and 7X higher than customer
requirements for medium complexity read transactions.
 Response times for MDM on Exadata were 10X faster for complex read transactions
and 7 X faster for medium complexity read transactions.

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 Clearly, the performance of a ½ rack Exadata machine produced impressive results
against the initial hypotheses.
A larger configuration would only yield faster response time and throughput figures.
Furthermore, relative to other commercially available HW alternatives, Oracle Exadata and
Exalogic machines operate at a lower total cost of ownership (TCO), require less space, and
consume less energy.
Comparing results for the same tests done on traditional commodity hardware with the same
processing power shows that Exadata/Exalogic delivered 4X better throughput and 8X better
response times indicating the effectiveness of the “engineered” hardware-software solution.
Siebel CRM Deploys Quickly on Engineered Systems
Oracle VM templates are preconfigured images of Siebel CRM server components, such as
the Siebel Servers and Gateway Server, that are built and tested at Oracle, packaged into
virtual machine images, and provided to customers for direct deployment—rather than
traditional installation—into their Oracle VM systems. This deployment methodology results in
a functional Siebel CRM environment deployed on Engineered Systems, conceivably in hours,
which is updated with Siebel CRM Application patches, and is a virtual replica of the system
built and tested by Oracle engineers.
Siebel CRM deploys quickly to Exalogic using Oracle VM Templates
Templates Built
at Oracle
Templates Deployed
by Customer

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Engineering Advances That Enable Siebel CRM Performance Results
Below is a list of the technical features in Exadata and Exalogic that were key aspects of
driving the performance improvements in Siebel CRM stack. It is through these significant
engineering advances that the results were achieved in our evaluation:
Exadata
Exadata Smart Flash Cache
Exadata Smart Flash Cache uses Flash memory to dramatically reduce the time to read and
write database and log records. The intelligence in Smart Flash Cache transparently moves
active database blocks from disk to flash in real time, thus ensuring that "hot" data is in Flash
memory when the next access occurs. Blocks that should not be in Flash are similarly
recognized, maximizing the amount of space in Flash for active data.
Exadata Smart Scan
Exadata Smart Scan speeds up data-intensive queries by leveraging the processing power of
Exadata Storage Servers to scan and filter out results. By moving queries to storage instead of
moving the data to the database servers, long-running reports and queries often complete 10x
faster than on conventional systems.
InfiniBand
The use of InfiniBand as the networking fabric within Exadata ensures the lowest latency for
messages and the highest bandwidth for data transfers. High-speed transactions as well
as data-intensive queries and reports reap the benefits.
Exadata Scale-Out Storage
Exadata Scale-Out Storage enables the full performance of Exadata to be realized against
large and growing databases, without fear of bottlenecks. As the database size grows and
storage capacity is added to Exadata, storage performance and networking bandwidth scale in
equal proportion.
I/O Resource Manager (IORM)
IORM allocates I/O bandwidth across different applications and databases, based on a
prioritized allocation plan, to ensure that the most important applications get the performance
they need when they need it.

23
Hybrid Columnar Compression (HCC)
Hybrid Columnar Compression dramatically reduces the storage space consumed by the
database, while at the same time speeding up queries against the compressed data through
reduced I/O. Compression often reduces the data storage by a factor of 10x or more, storing a
petabyte scale database in 100TB of disk. Since compressed tables remain compressed in
Flash memory as well as on disk, very large databases often fit entirely in Flash memory when
compressed.
Exalogic
Exalogic Exabus
Applications running on Exalogic utilize Exabus, the underlying Infiniband fabric, which
provides low latency and high throughput eliminating I/O bottlenecks in every application layer.
Applications components are typically deployed in more than one server and Exabus provides
low latency for I/O across nodes on same Exalogic rack. Access to ZFS storage device over
Exabus greatly reduces latency for log file writes and other file access operations. For
applications running on Exalogic and accessing database tier on Exadata, Exabus delivers
faster I/O, reduces CPU usage on both the mid-tier and DB-tier and provides higher
connection pooling efficiency.
Oracle VM for Exalogic
Exalogic Oracle VM can be used to sub-divide a physical compute node into multiple virtual
machines to increase application deployment efficiency while maintaining application
performance. Oracle VM has been engineered for tight integration with Exalogic Exabus I/O
backplane using a technique called Single Root I/O Virtualization (SR-IOV) ensuring Oracle
VM significantly outperforms comparable hypervisors from other leading vendors. The benefit
of this approach is unmatched application performance. In an Exalogic configuration, the
impact of virtualization on application throughput and latency is negligible.

24
Conclusion
In summary, deployment of Siebel CRM on Oracle Engineered Systems is the best answer to
rapidly changing and ever more demanding business and IT requirements. By providing a fast-
responding and scalable platform with low maintenance and agile setup and configuration,
companies can concentrate their focus on developing their businesses.
There are numerous benefits of running Siebel CRM on Oracle Engineered Systems. Siebel
Customer Order Management, Siebel Call Center, Siebel Universal Customer Master, and all
other performance-sensitive Siebel Business Applications modules run two to ten times faster
on Oracle’s Engineered Systems – Exalogic and Exadata. Faster response times significantly
improve customer experience satisfaction and improve Call Center efficiency. The linear
scalability demonstrated in Siebel Call Center and the linear throughput in UCM benchmarks
guaranties future growth and preserves the service level agreements that are often hard to
maintain. Siebel CRM is well integrated with an important number of key Oracle products
providing businesses with ready-to-deploy integrated solutions. Siebel CRM integration with
Social CRM, Oracle Policy Automation, ATG, and Real-Time Scheduler are examples of
integrated solutions that also take significant advantage of the Exalogic and Exadata
innovative technologies when colocated with Siebel CRM applications.

25
References
 Oracle Exadata Database Machine Brochures and Data Sheets
 Oracle Tech Network Oracle Exadata Database Machine
 Oracle Exalogic Elastic Cloud Overview

Siebel CRM on
Oracle Engineered Systems
April, 2013
Author: Mehdi Gerami
Oracle Corporation
World Headquarters
500 Oracle Parkway
Redwood Shores, CA 94065
U.S.A.
Worldwide Inquiries:
Phone: +1.650.506.7000
Fax: +1.650.506.7200
oracle.com
Copyright © 2013, Oracle and/or its affiliates. All rights reserved. This document is provided for information purposes only and the
contents hereof are subject to change without notice. This document is not warranted to be error-free, nor subject to any other
warranties or conditions, whether expressed orally or implied in law, including implied warranties and conditions of merchantability or
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Oracle and Java are registered trademarks of Oracle and/or its affiliates. Other names may be trademarks of their respective owners.

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