DataStage Powers Business
Intelligence for MatchLogic`s Internet Marketing Services
ACTION ITEMS
Ardent Software, Inc. a leading global data management software company, has announced that MatchLogic, an integrated digital marketing services innovator and independent subsidiary of Excite, Inc., is using Ardent's DataStage, the industry's leading extraction, transformation and loading (ETL) tool as a key component of its Internet advertising solutions. DataStage enables MatchLogic to provide its clients with data warehousing for effective branding, customer acquisition, and customer retention over the Internet.
At present MatchLogic gathers more than 250,000 records a day -- ranging in size from 15 to 250 fields per record -- through surveys, application forms, sweepstakes, and subscriptions on client Web sites. DataStage is the extraction and transformation engine that powers MatchLogic's cutting-edge Web commerce server -- cleansing, processing and directing Web-based information to business intelligence and warehousing tools.
"The relationship between Ardent and MatchLogic is a very good example of the dynamic advantages of integrating data warehousing tools with Internet technologies. As e-commerce matures, electronic marketing will become more strategic in its application. In turn, data warehouses will become more complex as they will need to support advanced data mining techniques," said Pete Fiore, vice president and general manager of Ardent Software's Data Warehouse Business Unit. "DataStage offers the capabilities that companies such as MatchLogic need to turn Web-sourced data into actionable information. Even the best Internet site does not guarantee business growth unless a company can unlock the marketing potential of data generated from that site."
MatchLogic is in the business of making current, accurate data available to its clients as quickly as possible. The quicker the company can turn data around, the better its client's ROI. Prior to implementing DataStage, MatchLogic required as much as ten days to bring a new client online or revise data fields for an existing client. DataStage has replaced much of the hand-coded Perl scripts that MatchLogic used previously to extract and load data from the Internet, enabling the company to bring new clients online with a ramp up time ranging from two hours to three days.
"MatchLogic manages customer relationships, while Ardent manages the data involved in that process. DataStage has enabled us to get our products to the point where we can provide our customers with the wide range of business intelligence support they need, and that is no small task," said Jack Garzella, manager of database development and architecture at MatchLogic. "We are dealing with a huge volume of data -- terabyte-size warehouses -- which leaves little room for error."
About DataStage
DataStage streamlines the building and maintenance of data warehouses through its open, scalable and extensible architecture. Its visual design tool allows developers to add more data sources, targets, and transformations without rebuilding applications, thereby reducing cost, time and resources. Using DataStage's modular Plug-In stages, developers can add warehouse functionality as they need it. Reusable components cut development time dramatically and produce data warehouses that grow with the business. DataStage reduces the complexities of the entire data warehouse life cycle for many of the world's leading companies.
About MatchLogic
MatchLogic Inc., an independent subsidiary of Excite, Inc., offers a full range of integrated marketing services that enable advertisers and their agencies to quickly and easily orchestrate entire Internet advertising campaigns. Advertisers can outsource the management of their campaigns and digital databases to one company that offers everything from strategic consulting to ad and e-mail serving to near real-time performance tracking and intelligent targeting. Top management of MatchLogic is made up of executives from a diverse group of media, marketing database and high-tech companies, including Bell Labs, National Demographics and Lifestyles, dbINTELLECT, Softbank Interactive marketing, The Polk Company, Nielsen Marketing research, Bronner Slosberg Humphrey and EDS. MatchLogic is a Premiere Partner and founding member of TRUSTe ( http://www.truste.org ), a leading organization dedicated toward improving privacy and commerce on the Internet. MatchLogic is also a member of the World Wide Web Consortium (W3C), an organization tasked with developing standards on the Internet. MatchLogic adheres to strict privacy policies verified by a 1998 Ernst & Young audit, and never divulges a consumer's personal information without that individual's express permission. For more information please contact Kelly Meeter at (303) 222-2388.
About Ardent Software
Ardent Software is a leading global data management software company. Ardent develops and markets embedded databases and software tools for enterprise-scale applications and data warehouses. Its products include the O2 System, the leading platform and repository for dynamic enterprise-scale content management; DataStage, a data warehouse development tool; and UniVerse and UniData, extended relational database management systems for packaged business applications. With worldwide sales and service operations, and 1,000 resellers in more than 50 countries, Ardent is one of the top software companies in the world. More than 50,000 customers and 2,000,000 users in virtually every aspect of business and government use applications powered by Ardent's products and technologies to solve complex data management problems. Additional information is available on Ardent's web site at http://www.ardentsoftware.com.