SOA Case Study How R.L. Polk Revved Case Study

Length: 5 pages Sources: 2 Subject: Business Type: Case Study Paper: #40966598 Related Topics: Suv, Intel Corporation, Case Studies, Case Study
Excerpt from Case Study :

SOA Case Study

How R.L. Polk Revved Its Data Engine

In the fall of 2004, Kevin Vasconi, chief information officer of R.L. Polk & Co., met with other top executives of the company. It was a state-of -- the company meeting to discuss Polk's strategy to enter the future. The consensus was that its information systems would not be able to support the business into the next decade. "If you have that discussion honestly," Vasconi says, "it will scare the crap out of you."

The Southfield, Michigan-based company's business is automobile data. The company compiles vehicle registration and sales data from 260 sources that include motor vehicle departments in the United States and Canada, insurance companies, automakers and lending institutions. Polk then repackages that data and sells it to dealers, manufacturers and marketing firms -- anyone who wants detailed information about car-buying trends, such as the top-selling SUV for a particular ZIP code. For years, Polk's process of consolidating data ran on IBM mainframes that queued data before they were processed in order to maximize mainframe resources. This data was processed in daily or weekly batches, which slowed down the time that customers could receive it. Polk's entire database already compromised more than 1.5 petabytes or 1.5 quadrillion pieces of data.

Customers had been anxious to get sales data more quickly. Paul C. Taylor, chief economist for the National Automobile Dealers Association says that Polk's vehicle registration data by state is typically available 30 days after car makers release their national sales data. That prevents dealers from one state from immediately comparing trends in their area with nationwide trends and adjusting their inventories accordingly. "Ideally, you would have the state breakdown when you have the national sales figures," Taylor says, "But if Polk could shave off even a week from the cycle, that would be a vast improvement."

Actually, Polk had tried twice before to move off the mainframe, but those projects ended up being scaled back. "It's the


"It seemed too daunting a task to try to move it."

After Vasconi joined the company, the company executives took a different tack with a project code-named ReFuel. In late 2004, Polk created a new company, called RLP Technologies, to build the next data aggregation system. The subsidiary is 7 miles from the main campus at a building in neighboring Farmington, Michigan. It has a full-time staff of 30, and at the peak of development employed 130 contractors, including consultants from Capgemini.

Vasconi's first task was to figure out what the new system would look like. Polk had three high-level objectives, referred to in shorthand as "50/50/100"; The new system need to be 50% more efficient; deliver data 50% more quickly; and aim for 100% data accuracy. Dubbed the Data Factory, the new system performs the same three jobs that the IBM mainframe did. Vasconi knew the system should have a service-oriented architecture, or SOA, which allows software components in different systems to communicate in a standard way. That was so he would have the flexibility to add or change pieces without disrupting the whole system. In addition, Vasconi wanted to use grid computing, which harnesses multiple machines to work on a common task, as opposed to using high-powered, stand alone servers. "At the end of the day," Vasconi says, "we needed to build something that will last 30 years."

The hardware building blocks of the Data Factory are Dell servers with Intel processors, running the Linux operating system. The two- and four-processor servers are configured into separate grids that handle different applications. One grid runs the Oracle 10g database; a second runs Jboss' application server, for hosting custom Java code. A third grid runs Tibco Software's Business Works "messaging bus" software, which acts as the communications broker among other pieces of the system. The Tibco software provides the system's SOA backbone. RLP Technologies built the rest of the software it needed. Vasconi estimates that about 50% of the system runs on custom Java code -- less than he originally expected. "The SOA architecture empowered us to go to the marketplace and find companies that embraced the SOA approach and the supporting industry standards," he says. All told,…

Sources Used in Documents:



jaspersoft-open-source-business-intelligence, 2007.

Computer World:, 2007.

"Polk Named to 2010 Information Week 500 List of Top Technology Innovators Across America -- Polk -- Company -- News." Polk -- Home. 10 Sept. 2010. Web 13 July 2011.
CIOInsight, "SOA Case Study: How R.L. Polk Revved Its Data Engine -- Case Studies. "Enterprise Technology News and Opinions on Storage, Security, Business Intelligence and IT Management for CIOs -- CIO Insight. Web 13 July 2011.

Cite this Document:

"SOA Case Study How R L Polk Revved" (2011, November 11) Retrieved December 5, 2021, from

"SOA Case Study How R L Polk Revved" 11 November 2011. Web.5 December. 2021. <>

"SOA Case Study How R L Polk Revved", 11 November 2011, Accessed.5 December. 2021,

Related Documents
Spending Money to Become Modern
Words: 1639 Length: 4 Pages Topic: Black Studies - Philosophy Paper #: 44211680

R.L. Polk Case Study The author of this report is to review the case study article relating to the R.L. Polk mainframe upgrade. The theoretical perspective of this report is that the company the author of this report works for is considering a similar upgrade. The author of this report will use the points, facts and other details of the study as a starting point. It will be discussed what points