Adaptive Marketing LLC Chooses Tidal Enterprise Scheduler to Increase Business Intelligence Dependability

Market Wire, April, 2008

Tidal Software, a leading provider of application scheduling and performance management software, today announced that Adaptive Marketing LLC, a leader in membership programs, is deploying Tidal Enterprise Job Scheduler to assure the reliability of its Business Intelligence (BI) data and to deliver that data on time to its marketing and finance organizations.

Clients use Adaptive Marketing's membership programs to offer savings to consumers at popular retailers, restaurants, movie theatre, and theme parks. In order to help clients build market presence, Adaptive Marketing's business users need trustworthy data at their fingertips so they can deliver time-sensitive online and offline program tools to clients. Also, the BI system plays a vital role in managing Adaptive Marketing's financials.

"We began evaluating Tidal's job scheduler because we wanted a more efficient way to ensure that our BI system would provide accurate data, on time, to our business users," said Mark Von Beeden, senior director, database architecture, at Adaptive Marketing. "We also had poor visibility into when analysis systems would be available with the most recent data."

"Tidal's job scheduler was the clear choice for us because it has the ideal framework for an enterprise environment," said Von Beeden. "It supports diverse systems, including Windows, and Linux, and gives us a single point of control with a single view for our entire enterprise schedule. We can precisely control job sequences to generate fewer errors, and when there is a problem, the system can notify us immediately with details. These features will help us greatly improve our BI performance."

Von Beeden and his team also cite Tidal's rich feature set, ease of deployment, and ease of use, as reasons for selecting Tidal. Key capabilities included the product's Enterprise Adaptors to Microsoft SQL Server and Veritas NetBackup. Ability to control operations on SQL Server enables complete end-to-end automation of the scheduled ETL processes. The adapter to Veritas NetBackup ensures coordination of the ETL and backup processes ensuring data processing and backup jobs don't conflict, but more importantly scheduling check points to backup the data set after significant processing work completes.

Von Beeden continued, "Job scheduling is a core IT technology that I think many shops don't leverage enough today. Many IT people started their career in a small shop or department where they may have only needed to run less than 20 jobs a day and either didn't see the need or didn't have the exposure to this technology. But as the demands on IT grow, a job scheduler like Tidal's can do very sophisticated things, providing complex automation without requiring anyone to write code or scripts or resort to complex manual processes that don't solve the problems. Many on our team are excited by the future possibilities when we extend the use of Tidal to other systems."

"As more businesses find more ways to leverage Business Intelligence in their daily operations, deploying a single enterprise scheduling solution to manage the overall ETL process will be as important for managing their ETL costs as it is for managing the quality and timeliness of the information delivered," said Wayne Greene, senior director of product management for Tidal Enterprise Scheduler. "And as Adaptive Marketing is finding, leveraging an advanced, enterprise job scheduler in this area can be a great stepping stone to even greater automation throughout IT Operations, providing better, more cost effective service to the business."

About Adaptive Marketing LLC

Adaptive Marketing LLC is a leading provider of membership discount programs. Headquartered in Norwalk, Conn., Adaptive Marketing is a category leader in membership programs, bringing value direct to consumers through an array of benefits in healthcare, discounts, security, personal property and personals. Visit www.AdaptiveMarketing.com to find out more information about Adaptive Marketing LLC.

About Tidal Software

Tidal Software is a leading provider of application scheduling and performance management software that radically simplifies IT operations by automating and integrating performance and process management. Tidal's solution puts IT operations management into the business process using new levels of automation, visibility, and control over systems. Tidal makes applications such as SAP, PeopleSoft, and Oracle E-business Suite(TM) more efficient, reliable, and secure to return greater business value. Tidal also gives IT deep visibility into and precise control over new SOA-based composite solutions consisting of packaged applications and custom components in Microsoft .NET and Java. General Mills, HP, ING Direct, Microsoft, and T-Mobile are among the Tidal customers who use Tidal to reduce operational costs by running IT at higher efficiency rates and containing overall data center footprints. Privately held, Tidal is venture-backed by Kleiner Perkins Caufield & Byers, Novus Ventures, Panorama Capital, and VantagePoint Venture Partners. For more information, contact Tidal Software at (650) 475-4600 or visit www.tidalsoftware.com .