KnowledgeBase Marketing Debuts Its Grid System

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KnowledgeBase Marketing is using a grid-based, service-oriented architecture to process core applications that the company says improves processing time and decreases costs per transaction.

KnowledgeBase Marketing, Richardson, TX, provides information marketing and database marketing solutions that help companies acquire and manage profitable customer relationships across traditional and Web-based contact points. KnowledgeBase Marketing's ( parent company, Wunderman, is a division of Young & Rubicam Brands and a member of the WPP Group.

Grid computing refers to the act of tying hundreds of regular personal computers into one network, rather than relying on a single-source server, and it has been gaining speed in the industry. Little Rock, AR-based Acxiom, for example, began using a grid-based system for its back-end computing several years ago.

The new system was designed to process at least 30 million transactions-per-hour, provide fail-safe reliability with 99.999 percent uptime, scale incrementally, and be a service-oriented architecture so all systems, open or mainframe, have a single service point.

The new system, however, can process 40 million records per hour, up from 6 million records. It is also scaleable both horizontally and vertically, and can adapt to any core software with API support.

Other benefits include an increase in total transaction capacity from 60 billion a year to 350 billion a year, an 87 percent decrease in transaction costs, and a drop in runtime per million records from 10 minutes to 1.5 minutes.

Why did KnowledgeBase decide to implement the system?

"We recognized that we had to radically transform our processing infrastructure to meet the rapid growth in our business," said Gary S. Laben, CEO, KnowledgeBase Marketing. "There is more information available today than there has ever been, and the system allows us to process data faster, cheaper, and better than ever before."

There are other benefits to grid computing as well. For example, since the grid is made of hundreds of desktops, one or more can crash without the problem affecting a data management project.

Four KnowledgeBase employees--Brian Camp, Gerald Poole, Steve Sims and James Swoopes, developed the system, Mr. Laben said.

"These employees had the vision to design and implement a system that will benefit KnowledgeBase Marketing and our clients by providing much faster and cost effective turnaround times," he said.


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