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Applying Cloud MDM to Drive Integration, Execution and AnalyticsOctober 5, 2015
Rob SakerChief Data Officer
2Blood Mountain Shelter, Georgia Appalachian Trail
3
5 day precipitation map, Southeast United States
Speaking of clouds…
4
Smarter Way. Faster Growth.SM
People Presence Performance
• Record speed to shelf• World-class sell-in rates• Industry-recognized in-store
and out-of-store programs
• 40,000+ employees• Highly trained & experienced• World-class talent
• 1,100+ customer buying points• 550,000+ US retail outlets
served• 29,000,000+ in-store hours/yr• 7,000,000+ out-of-store
hours/yrGROWING BRANDS FOR OVER 110 YEARS HEADQUARTERED IN PLANO, TX WITH OFFICES THROUGHOUT THE U.S., CANADA, MEXICO, AUSTRALIA, AND NEW ZEALAND
5
At the Intersection of CPG and Retail Data
CROSSMARK must be able to natively communicate with Manufacturers, Retailers and Consumers the way they see the world.
CROSSMARK works with CPG and Retailer firms to help brands grow faster and more profitably. Consumer
s
Retailers Manufacturers
• Digital, social, experiential, affinity, panel, consumer incentives
• Hundreds of thousands of direct engagements
• Millions of loyalty/affinity card members
Helping manufacturers activate their products with retailers and consumers.
• Planning, forecasts, sales to retailer, promotion, digital
Helping retailers manage their store activities.
• Instore activation and execution data
• POS, assortment, planograms, beacons, loyalty, digital.
• Billions of direct observation data points at retail per year
Manufacturers
Consumers
Retailers
6
How do you define a place?
Blood Mountain as part of Georgia Appalachian Trail, via Google Maps
USGS Benchmark Coin
Appalachian Trail Section Map from “2015 Northbound The AT Guide”
Blood Mountain, GA via Google Maps
34.74002,-83.93743
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How our Customers Define a Place
There are inconsistencies in definitions within the same industry, and even the same company on the definition of a place.
Consumer Packaged GoodsPlace may be a reflection of supply chain focus (ERP), including Ship to’s, Sold to’s, distribution centers, and wholesalers.
For Marketing and Sales, “Place” may be an industry definition of a location from Nielsen TDLinx or VIP.
RetailersPlace may be individual stores, regions, divisions or market areas.
Retailers may also look at place from a source of supply, including their own distribution centers.
When is a Place not just a Place?
8
The Superbowl isn’t just a 4
hour event on television
Or what happens in the
stadium
9
It’s a weekend of activities shared by
millions.
10
When a Place is More Than a PlaceThe right Place definition enables us to monitor & measure the interaction with brands at key events before, during and after the event.
And integrate with our internal knowledge & execution data to identify unique opportunities.
11
How CROSSMARK Defines a PlaceA Place is not just where we sell. It is anywhere we engage in the activation of brands. We must be able to monitor, target, plan and activate against one definition of a Place.
Location Area
A Location is a specific place registered for an activity.
An area is a set of geocoordinates that defines a space, path or area. The benefit of an area is it allows us to identify all Locations and Sublocations within or near the area, without having to name each Location.
The purpose of the Area is to enable better targeting and planning.
Retail outletsResidences/domicilesBusiness locationsStadiumsAmusement parksParksMass transit locationsGovernment offices
Standard circumference around a location (KML)Effective boundary of a large Location (e.g. amusement park, stadium)Street festivalsA path such as a trail or parade routePredefined Areas could include countries, states, MSAs/DMAs, counties, census blocs
Wha
t it i
sEx
ampl
es
12
Where CROSSMARK began the MDM journey
13
The SituationCROSSMARK had seen it’s technology ecosystem grow organically over 15 years, consisting of primarily internally built, internally hosted solutions.
Our new CIO started the digital transformation of the organization with a push to a cloud-first approach centralized around Salesforce and the Force.com platform.
In addition to transforming the application architecture, CROSSMARK still had traditional MDM challenges:
• “Master data management” was a new formal practice• Extensive point-to-point integrations• Multiple versions of the truth; inefficient “mastering” processes
Point-to-Point Integrations of Master Data
14
SalesTrak Employees
D2
SalesTrak Rep-Supervisor
RelationshipD4
Service Now Employees
D18
Concur UsersD4
Active Directory Internal
AccountsD6
Office 365 Accounts
D7
Kenexa Employees
D20
Kenexa Applicants
D22
Import Lawson Employees into
SalesTrakP1
Import Lawson Employees into
KenexaP6
Import Hiring Managers into
KenexaP5
Kenexa Hiring Managers
D21
Import Lawson Employees into
KMSP7
KMS Employee
MasterD24
KMS New HiresD23
Import Hired Applicants into
KMSP31
Service Now Division
ManagersD19
Update Employee-Supervisor
Relationship for Retail Reps
P3
SalesTrak Field Management
InterfaceI12
Retail Supervisors Change Rep Territory
AssignmentP2
Kenexa Applicant Tracking Interface
I6
Export New Hires Who Have completed their
OnboardingP32
New Hire FileD24
Import New Hire File into Lawson
P33
Fill open positions with new hires or
existing employees
P32
Lawson Employee
Change LogD12
Export Employee
Changes to Change Log
TableP36Personnel Action
FormI13
Submit a PAF for Employee
Changes to HRP35
MindLeadersI9
PutnamI10
Benefit FocusI11
Mercury Fulfillment
I14
TALXI8
Add Employee ID Into Kenexa
P34
Division Manager Table
D11
Extract List of Division
Managers to Service Now
Employee ID-AD Cross-Reference
TableD26
Extract Employee ID & Active Directory Account
Active Directory Changes
P40
Employee Database View
Lawson to Concur
Employee ExportP4
Address Change Batch file
Direct Deposit & Emergency
Contact Updates
AMS Employees
D10
CROSSView Planner Interface
I10
List of emps who need Food Safety certifications to
MindLeadersP10
List of Employees to Putnam
P11
List of Employees to Benefits Focus
P12
List of Employees to Mercury Fulfillment
P16
Employee data and ACA data to TALX
P19
Mercury Fulfillment
I14
CignaI1
List of Employees to Mercury Fulfillment
P16
(Future) Employee data to Cigna
P29
ComDataI2
Chase Pay CardsI3
Employee data to ComData
P21
Send list of employees who will be paid on a payment
cardP23
List of all Employees to
AMSP13
List of Employees to Service Now
P17
Manually Update Division Manager
List
Send list of employees who will be paid on a payment
cardP23
Timesheet Employee Data
D8
Send list of employees who will be paid on a payment
cardP23
Timesheet Manager data
D9
Send list of employees who will be paid on a payment
cardP23
Timesheet Manager data
D9
Employee data to Workers' Comp Insurance provider
P27
Workers Comp Insurance Provider
I5
Employee Self Serve
I15
KMS User Interface
I7
New Hire Fills out KMS
Paperwork
BlueVueI16
Employee data to BlueVue
P25
Gigwalk Entity Integration
D17
New Employee Mailbox Creation
P36
Employee Data to Gigwalk
P28
Gigwalk Customers
I17
Hyperion EmployeeD15
Employee data to Hyperion
P26
Employee Client Permissions
D5
Manually Manage List of
Employee Client Permissions
P37
CAP User Create Application
I19
Create CAP (Au & NZ) users in Active
DirectoryP41
Create CAP (Australia & NZ) employees in
SalesTrakP42
Lawson Employees
D1
The previous “master data” approach was a series of point-to-point-to-point integrations.• Hosted entirely internally with limited ability to
integrate with external solutions.• Often conflicting data from multiple sources creates
multiple sources of truth.• Multiple silo’s of management for the same domains • Added cost and complexity to development and
support• Increased operational costs due to incorrect master
data.
Complex Authoring Process(es)
15
Receive list with no TDLinx IDs
Size?
Preferred Retailer?
Compare with Store Assignment Spreadsheet Is complete?
Compare with STNG
Match Locations
Location #ConcatenationBannersGroup match
No conformingNo enrichment
Opportunity to check active status
Is inactive & needs to be
active?New Store? Ticket to create TDLinx IDs
Ticket to change status
YesNo
NoYes
Yes
No
Yes
Small
IT Operations Receives Ticket
No
TDLinx Match?
Location DB
TDLinx Request
Surrogate ID
Yes
Receive updated TDLinx ID
Nielsen receives and processes request
Large
Match Locations
Location #ConcatenationBannersGroup match
No conformingNo enrichment
Opportunity to check active status
Functional Teams IT Operations Nielsen
High Upfront Costs of Traditional MDM Solutions
16
Software purchase
On-premise server purchase
Traditional MDM solutions require a large upfront
CapEx investment
Realized value
+
+
Ongoing support
Ongoing support
Ongoing support
Year 0 Year 1 Year 2
17
Our Approach
18
MDM PrioritiesCROSSMARK’s key priorities for Master Data Management: Place.
01 Drive increased business agility. Define a Place once in a way that enables us to plan, manage and engage with CPG firms, Retailers and Consumers.
03
Elastic Scalability. The solution must allow CROSSMARK to efficiently scale as the company grows.02
04 Cloud-first architecture. The MDM solution must support integration with Salesforce, Force.com and other cloud providers, as well as internal platforms.
Enhanced Authoring. The solution must reduce the operating time needed to author master data while maintaining data quality.
05 Accelerate Timelines. The MDM solution needed to help drive Digital Transformation, despite starting 14 months after the inception.
19
Project Approach
• Leveraged cloud based platform to accelerate the realization of value.• Custom Force.com application for the creation of Place records.• Dell Boomi MDM for the mastering and management of Places.• Dell Boomi for integration between Force.com, Boomi MDM and other systems.• Loquat for address cleansing and enrichment.• Google Location API for additional enrichment.• Place data sourced from multiple locations.• Initially Agile approach, later switched to Kanban.
20
Development & Implementation Timeline
Total time from initial kickoff to production was 4 months.
CleansingUsing the Boomi MDM process and other
tools, cleansed 800,000 place records.
DesignModeled existing & future needs for Place
data.
DevelopDeveloped authoring UX and Boomi integrations, including advanced matching algorithms.
TrainingDevelopers attended both Dell Boomi MDM and Force.com training.
Finish
START
Data cleansing & preparation
Scoping
Integration
Design
Develop
Migration
21
Cloud MDM Powers Our Modern Architecture
Enterprise Workforce Management
Managing a workforce of 35,000 in the US, Canada, Mexico, New
Zealand and Australia
Enterprise Reporting & AnalyticsCROSSMARK leverages cloud based reporting to power tens of thousands of both internal employees and our customers.
Retailer SolutionCROSSMARK has built several proprietary industry solutions on the Force.com platform, including our widely recognized Retailer Management Solution.
Internal ERPCROSSMARK still hosts billing,
payroll and finance applications onsite.
Support SystemsCROSSMARK leverages many
cloud based support platforms to run it’s business.
MDM Authoring PlatformUsing the Force.com platform and Dell Boomi MDM, CROSSMARK built a location authoring platform.
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Multisource Model of Place Data
PlaceOne record for a placeCROSSMARK Source
Syndicated Source
Retailer Source
Client Source
CROSSMARK receives Place data from vendors and customers that are often duplicative but not linked.
The Dell Boomi MDM platform provides us the ability to develop custom models that span our clients, vendors and our definition of a domain.
When a Place from a different source is identified, the system establishes a cross-reference to that source identifier.
This enables CROSSMARK to master a Place once, while being able to communicate natively to our customers with their identifiers.
23
Force.com Mastering Application
Individual EntryEnables data entrants to enter or modify individual domain
records.
Bulk UploadProvides data entrants the
ability to directly upload up to 10,000 places via a file.
24
Dell Boomi MDM Stewarding Interface
Quarantine SummaryDell Boomi MDM provides a consolidated view for data stewards
to manage records in the quarantine.
Quarantine DetailDell Boomi MDM provides prebuilt views for data stewards to
view and depose quarantined records.
25
Leveraging API’s & Algorithms Radically Speed Mastering
Receive list with no TDLinx IDs
Match Locations Process
Location #ConcatenationBannersGroup match
No conformingNo enrichment
Opportunity to check active status
Ticket to create TDLinx IDs and/or change statusYes IT Operations Receives
Ticket TDLinx Match?
Location DB
TDLinx Request
Surrogate ID
Yes
Receive updated TDLinx ID
Nielsen receives and processes request
Check against Location DB
Functional Teams IT Operations Nielsen
New Authoring Process
We decreased our location mastering time from a maximum of 4 weeks (50,000 places) of all manual effort, to no more than a week.• We have one process for the creation and mastering of
Places.• The process uses Loquat service to enrich and standardize
relevant location records across 170 countries.• We integrate with additional API’s to further enrich records.• We developed advanced algorithms and fuzzy matching on
Boomi MDM to manage previously manual tasks.• We have decreased the amount of manual touching of
records.• Most records are processed automatically within seconds.
Cloud-based MDM Efficiently Scales to Size of the Business
26
Software license
Boomi MDM enables CROSSMARK to quickly
scale out cloud based AtomSphere nodes to meet
increased demand as our business continues to grow
Realized value
Year 0 Year 1 Year 2
Software license
Software license
MDM: Place Maturity
27
Level 1 Initial
Level 2Developing
Level 3Defined
Level 4Managed
Level 5Optimizing
Vision None Bottom-up initiatives only Top-down, but limited in vision
Unifying vision for cross-enterprise MDM
Key enabler of business success
Strategy None No enterprise strategy Focus on domains or use cases
Consistent and integrated approach
Ongoing investment and improvement
Governance No one has responsibility IT-led; lacking business involvement Domain-level governance Cross-enterprise
multidomain governanceWell-established cross-enterprise governance
Organization No data stewards Developing the culture of data stewardship
Potentially strong team, but limited in scope
Centralization or federation of data
steward groupsWell-established cross-enterprise stewardship
Processes Silo-based – applications or functions
Starting to think in terms of the data life cycle
Focus on data life cycle at domain level
Best practice shared across the enterprise
Continue to optimize the life cycle
Technology Few or no data quality tools
Data quality tools, but no MDM solutions
One or more disconnected MDM
solutionsIntegrated and consistent
set of capabilitiesIntegrated and consistent
set of capabilities
Metrics No metrics scheme for master data
Starting to develop DQ metrics
Successful use of metrics at the domain level
Using metrics to measure success cross-domain
Basis of management and investment
Current state
28
Place Master Data at UseUsing Place Master Data to Drive Operational Activities
2
41
3
5Reporting & AnalysisProviding CROSSMARK, CPG’s and Retailers
direct access to view activities at retail.
FinanceGL, Financial Planning & Analysis tools for managing the profitability of our business.
Billing & PayrollInternal system that collects work data and mileage, bills clients, and compensates employees.
Workforce ManagementTool that optimizes the work and collects
details for 35,000 field workers.
Retailer SolutionCROSSMARK system used by retailers
used to manage work within their stores.
29
Our MDM Path Forward
StartQ4 2015
Go Live CROSSMARK has 800,000 places in production with most systems cutover to the new source.
Q3 2015
CROSSMARK has been live on Dell Boomi MDM since August 2015.
30
Services DomainCROSSMARK will be deploying Services
domain using similar mastering architecture.
Q1 2016
Q2 2016
Products DomainImplementing consumer products domain
with ordering and consumer product attributes.
Analytic MDM PilotIntegrating Dell Boomi MDM with Big Data efforts to unlock additional value, including generation of dynamic polygon places and
hyperlocal targeting.
31
To be Continued…..
Additional DomainsWe have identified 9 domains in total for mastering, including Employees, Clients, Customers, Products,
Services, Places and more.
32
Key Learnings
Far faster development than we expectedWe had working prototypes of the end-to-end process in place within 1 month. Algorithm development was the most complex, with 2 months of iterations.
PerformanceMost of our performance issues have been specific to the Salesforce platform. We’re still learning how to optimize the entire environment.
API Integration is very powerfulThe ability to integrate to external API providers is extremely powerful. We think it will enable the next waves of analytically derived master data.
A flexible platform with a few opportunities for growthWe are not constrained by standard definitions of domains. Where there are limitations we were able to overcome by building them within the Force.com authoring application.
Dell Has ListenedWe’re working with Dell on continued development in data stewardship and profiling capabilities. They have quickly embraced our suggestions and integrated them in their roadmap
33
THANK YOURob SakerChief Data Officer, CROSSMARK @robsaker
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