Using Master Data Management and Big Data to create an Exceptional Customer Experience

Are HegdalIBM Software Services

@ibmdmare.hegdal@fr.ibm.com

Data Drives Business

“We will look back on this time and look at data as a natural resource that powered the 21st century”Ginni RommetyIBM CEOFebruary 2014

Are Hegdal

@ibmdm

The problem?

Data without context creates confusion and prevents us from delivering knowledge and wisdom

Are Hegdal

@ibmdm

The problem?

Data without context creates confusion and prevents us from delivering knowledge and wisdom

Are Hegdal

@ibmdm

Context

ExperienceWhere is the wisdom we lost in knowledge we lost in information we lost in data we lost in big data? *

The “understanding spectrum”

*) Inspired from “Choruses from The Rock” by T.S. Eliot

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@ibmdm

Data Information Knowledge Wisdom

Universal Individual

Global Personal

Local

ContextualizedCategorizedCalculatedCorrected

Condensed

ComparisonConsequenceConnections

Conversations

Action orientedMeasurable

Wiser decisions

h

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@ibmdm

80%of the world’s data today is

unstructured

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@ibmdm

How much of today’s data is used?

1%, 6% 12%, 16%, 22% 40% ?

h

Are Hegdal

@ibmdm

12%of the world’s data today is

used8% of unstructured data32% of structured data

h

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@ibmdm

20%of the world’s used data is

trusted

Multiple sources: IDC,Cisco

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@ibmdm

Core data:Customers, Products, Contracts, Assets, Employees, Partners, Providers …

Contextual data: Web RSS FeedsSocial MediaContent Management SystemsUnstructured documentsEmails / ConversationsCall recordsWeb pagesEvents…

Core data:Customers, Products, Contracts, Assets, Employees, Partners, Providers …

Contextual data: Web RSS FeedsSocial MediaContent Management SystemsUnstructured documentsEmails / ConversationsCall recordsWeb pagesEvents…

Challenges

Achieve a true unified view of internal and external sources with structured and unstructured data

IBM WATSON EXPLORER

Create a holistic, trusted 360° view of your core business data

IBM MASTER DATA MANAGEMENT

Are Hegdal

@ibmdm

Are Hegdal

@ibmdm

Creating an enhanced 360° view of the CustomerUNDERSTANDING CUSTOMERS IN A WORLD OF BIG DATA

With Big Data

Master Data Management

Analytics you can combine all information to extract insights in real-time and create a trusted view of each customer. Use this to craft an

exceptional customer

experience

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@ibmdm

IBM MASTER DATA MANAGEMENT IBM WATSON EXPLORER

What is it:• The key facts describing your core business

entities: customers, partners, employee, products, bill of materials, list of accounts and location, etc…

• The high value common information used repeatedly across many business processes

Where is it• Scattered across multiple disparate applications

inside the organization which are often redundant decreasing business process effectiveness and increasing business risk

• In applications with their own specific structured data model.

What is it: • The insight giving context and current relevance

to the core business data. Interactions, Incidents, Conversations, Social media, Analytics, etc.

Where is it: • In multiple disparate applications inside and

outside the organization, covering all sorts of important business interactions with a given business entity (customer, partner, …).

• Applications typically have a mix of structured and unstructured data repositories.

Are Hegdal

@ibmdm

IBM MASTER DATA MANAGEMENT

• Decouples master information from individual applications

• Becomes a central, application independent resource and Contain configurable functionality to maintain and be the system of truth for master data

• Integration of common data functionality into an enterprise application

• Support all applications via business services that create and consume master data

• Simplifies ongoing integration tasks and new application development

• Ensure consistent master information across transactional and analytical systems

• Addresses key issues proactively such as data quality and consistency rather than “after the fact” in the data warehouse

Application unique Functionality & Data

Application unique Functionality & Data

Application unique Functionality & Data

Application unique Functionality & Data

Common Functionality & Data

Common Functionality & Data

Common Functionality & Data

MATCH SCORE MASTERCommon Data = Master Data

Common Functionality & Data Master File

CRM Billing ERP eBiz App

Master data management is complementary to application processes

It provides applications with accurate and complete data about all key business entities

IBM WATSON EXPLORER

Connector Framework

Search EngineText

Analytics Metadata

Application SDK

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@ibmdm

• Watson Explorer allows in-place analyzes and correlation of Big Data assets

• MDM helps provides a single, consistent and trusted view of data across all systems. The view created by Watson Explorer will incorporate this information to create a contextualized and enhanced view of the customer.

• Watson Explorer provides a business user interface to trusted master data combined with related content from other structured and unstructured data sources.

• The availability of MDM accelerates implementation of the Watson Explorer 360° application and ensures its accuracy and consistency.

Support Ticketing Email

Social Media

External SourcesFulfillment

Content Mgt.ExpertsWiki

Watson Explorer

Connector Framework

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@ibmdm

Data access & integration•Index structured & unstructured data—in place•Support existing security •Federate to external sources•Leverage MDM and governance

Discovery & navigation•Leverage taxonomies and metadata•Clustering & categorization•Contextual intelligence•Easy-to-deploy applications•All at big data scale

IBM Master Data Management

•Consistency, Accuracy•Relationships•Trusted information

+Watson Explorer

•Structured and unstructured information•Information discovery, navigation•Unified view of information

=

AssetsProductsCustomers

enhanced 360° view of the Customer