Think Passenger, Inc. Boosts Scalability, Social CRM, and Business Intelligence through Application Grid Technology
 
 

Think Passenger, Inc. Boosts Scalability, Social CRM, and Business Intelligence through Application Grid Technology

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Think Passenger, Inc. enables the world’s leading brands to connect, create, and communicate with key stakeholders online, on mobile devices, and through social networks. Think Passenger communities provide real-time customer insights, which increase the efficiency of market research and cost-effective product and service innovation.

Because of the way consumers communicate on social networks and through mobile devices, Think Passenger’s customers—leading enterprises across many industries—are finding that they must examine traditional segmentation models to improve their marketing success. The typical demographic segmentation—such as age, income, family or no family—is not enough to enable marketers to create high-touch campaigns that reach consumers in their current communication channels. Companies also must look at their customers’ social profiles—the social media communities where they participate, level of activity, participation and communication methods,and whether they are on Twitter or blog—to better understand their customers and meet their needs.

Think Passenger used Oracle solutions—including Oracle Database 11g, Oracle Real Application Clusters 11g, Oracle WebLogic Suite, Oracle Coherence, and Oracle Business Intelligence Enterprise Edition—to create a social brand intelligence ecosystem that integrates third-party social forums with Think Passenger’s private-brand communities. The company now provides its customers with dashboards that help them glean intelligence from unstructured user data and to segment social communities based on any criteria for easier data analysis—ultimately leading to enhanced decision-making.

 
 

 
 

Challenges

A word from Think Passenger, Inc.

  • “With Oracle Database 11g, Oracle Coherence, and Oracle WebLogic Server 11g as the backbone of our infrastructure, we can now amplify our engaging community activities and increase the scale of the insights and business value they generate.”– Bhatt Vadlamani, Chief Technology Officer, Think Passenger, Inc.

  • Create a social brand intelligence ecosystem for chief marketing officers in various industries by using open standards to integrate third-party social forums and analytics solutions with Think Passenger’s private brand communities
  • Empower customers to poll consumers more frequently and leverage social profiling information—for example, whether or not a consumer is active on Facebook or Twitter—to make more informed marketing decisions
  • Provide customers with dashboards that help them segment social communities, based on any criteria they choose for easier data analysis
  • Generate social brand intelligence from unstructured, user-generated content in the Think Passenger platform by slicing and dicing via dynamic social profile data, including comments, photos, Facebook “likes,” and more
  • Meet performance demands and deliver a highly scalable and fault tolerant social-brand- intelligence platform to global enterprise customers by replicating databases across multiple global data centers
  • Support the company’s new channel partnership program to incorporate clients’ private, online communities into their social media practices

Solutions

Oracle Product and Services

  • Implemented Oracle application grid technologies to boost scalability, social customer relationship management (CRM), and business intelligence capabilities
  • Embedded Oracle Database 11g, Oracle Coherence, and Oracle WebLogic Server 11g within the company’s own application infrastructure, making the private, social-network application more easily compatible with clients’ existing infrastructures
  • Used Oracle Data Guard for data replication across three global data centers—helping meet performance demands and ensuring around-the-clock uptime
  • Used Oracle Real Application Clusters to enhance performance and fault-tolerance—reducing system downtime occurrences from once weekly to only three times a year
  • Migrated from open source tools to an Oracle WebLogic Java-based cluster for high-performance computing
  • Deployed Oracle Coherence to improve in-memory performance and distribute caching capabilities to help alleviate bottlenecks, reduce data contention, and improve application responsiveness
  • Migrated from custom reporting and analytics tools to Oracle Business Intelligence Enterprise Edition for all social-brand-community reports and analyses—eliminating Excel-based processes and putting real, actionable information into the hands of business operations team members
  • Used Oracle Database to implement a data mart—storing common data used by Think Passenger and its partners—that feeds directly into Oracle Business Intelligence Enterprise Edition to take unstructured user-generated content and turn it into real analytics that help drive customers’ marketing decision-making

Why Oracle

“As we continued to expand globally, we understood there is no other feasible option for ensuring that our multiple data centers are always up and running. The only known technology I can trust is Oracle. There is simply no other vendor capable of delivering the robust capabilities and performance levels we require,” said Bhatt Vadlamani, chief technology officer at Think Passenger, Inc.

Partner

Think Passenger worked with Oracle Specialized Partner Ascentt—an experienced provider of high quality, customer-centric implementations of Oracle Business Intelligence solutions—on the implementation. Ascentt focuses on driving a higher user adoption rate, lower project costs, and fewer implementation risks. The company believes in creatively using technology to build innovative solutions that address industrywide business challenges.

“We initially had some challenges in implementing the Oracle solution, so we brought Ascentt on board, and, within two weeks, they had the platform up and running ahead of schedule,” Vadlamani said.