Enabling Business Strategy with Effective Data Management

© 2011 Electronic Arts – Slide # 1


CME Summit

Scottsdale, September 18th-20th , 2011

Enabling Business Strategy with Effective Data Management

Raoul Schuhmacher, Sr. Director Enterprise Architecture

Electronic Arts, Inc.


Today’s Agenda

• Overview of the Gaming Industry and Electronic Arts, Inc

• Case Study: Enabling EA to lead Digital-to-Consumer

‒ Common Master Data

‒ Data Integration

‒ Single Data Warehouse

‒ Common Metrics

‒ Business Intelligence

‒ CRM/Campaign Management

• Lessons Learned

• Q&A


2009 2010 2011 2012 2013 2014

Advertising 1,554 1,843 2,135 2,388 2,598 2,845

PC 3,816 3,731 3,672 3,608 3,540 3,483

Wireless 7,313 8,467 9,642 10,957 12,021 13,061

Online 11,655 14,127 17,068 20,781 25,258 30,593

Console/handheld 28,169 30,000 31,334 32,873 34,674 36,774

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

Gaming Industry Outlook

• Media & Entertainment Industry includes Television, Film, Music, Radio, Video/Computer Games, Publishing, Advertising

• Games is one of the fastest growing segments in the media & entertainment industry

• Stable revenue stream in traditional console / packaged goods gaming

• High growth opportunities in Online & Mobile gaming

$B

Source: PwC Media & Entertainment Industry Outlook


• Founded in 1982 (Nasdaq: ERTS)

• GAAP Net Revenue for CY10 $3.48B

• Global Headquarters in Redwood City, California

• 8,000+ employees worldwide

• Leading global interactive entertainment software company: EA develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the internet.

• In 2010, EA launched five games which sold in more than five million units each – FIFA 11, Medal of Honor, Madden NFL 11, Need for Speed Hot Pursuitand Battlefield: Bad Company™ 2.

• In Western markets in the third quarter of fiscal 2010, EA was the #1 publisher in the Apple App StoreSM for both iPhone® and iPad™ and #1 on Microsoft Windows® Phone 7.

• EA is the #2 publisher of Social Media games as result of acquisitions including Playfish and PopCap and the recent release of SIMS Social on Facebook

Overview of Electronic Arts


Key Business Strategy: Lead Digital to Consumer


Consumer 360 Vision

Demographics

Engagement

Behavior

Commerce Behavior

Product

Profile

GameplayBehavior

Response

History

Full

Un

de

rsta

nd

ing

of

Wan

ts a

nd

Nee

ds

Customer Development

Optimize D2C Marketing

High Satisfaction & Loyalty

Market Opportunity

Product Development

Grow Sales


• Foundational Building Blocks ….

– Common Master Data

– Data Integration

– Single data warehouse

– Common Metrics

• …. To enable Business Capabilities

– Reporting and Analytics

– Campaign Management

How to get there?


Extensive set of offerings…

86

11

78

13

24

15

46

131

….anywhere you are


Approach

Governance and Process First, Technology Second

1. Governance

•Data standards•Data Quality

3. Process

•Data creation•Data maintenance

2. Organization

•Business Data Ownership•Data Management•Data Stewards

4. Technology

•MDM System•EAI/ETL•Workflow•Presentation/Portal

SuccessfulMDM

View information as strategic asset

Dri

ve b

y b

usi

nes

s va

lue

Lin

k to

str

ateg

ic o

bje

ctiv

es

Enable with change leadership


Governance

Business Community Information Technology

Dedicated to the administration

and maintenance of Master

Data

Maintenance

Facilitates the Change Control

process

Work with Business/IT to drive

impact assessment

Communicates Changes

Maintains and administrates

MDO standards and policies

Change Management

Focuses upon Data Quality

Performs Data quality audits for

adherence to standards

Assists with control

assessments

Tracks issues & drives

resolution

Data Quality & Controls

Master Data Organization (MDO) Clear ownership of MDM

MDO comprised of decision-makers

Stewardship and support partnership of Business Users and IT

Leverages Governance Model from Project Initiation


Benefits

• Consolidated, cleansed and standardized product date – from

250,000 to 75,000 SKUs

• Consistent understanding of product offerings across all

business models

• Decision makers driving the process, clear workflow and audit

trail

• Single point of entry / source of truth for product data

• Ability to auto-generate master title plans

• Flexibility to support new requirements and business

transformation


VMI

Reporting

ERP

Demand

Planning

Logistics

EDI

Logistics

Demand

Planning

VMI

ERP Reporting

iHub

• Point-to-point connectivity

• Distributed development and support, no governance, Integration cost ‘hidden’ in projects, more overhead

• “Tightly coupled” integration, requires re-work for every sender/consumer change, e.g. ERP consolidation roadmap will require to change all interfaces

• Extensive regression testing upon change

• No re-use, no efficiency gains over time

• Perpetuates obsolete legacy environments

• Publish/subscribe connectivity, reduced number of interfaces

• Integration factory approach, centralized governance, development and support, less overhead, integration cost visible

• “Loosely coupled” integration, shields systems from changes

• Encourages data standardization, enables publish once/subscribe many paradigm

• Foundation to leverage for future integration needs

• Simplifies M&A integration

• Simplifies application consolidation/retirement

• Integration Review Process to facilitate consistent decisions

• Enables roadmap to retire legacy

Curr

ent

Sta

teTarg

et

Sta

te

Data Integration Services


DW/BI Current State

DataMart

DataMart

EDW

Reporting

Source Integration Aggregation Reporting

Data Warehouse Reporting

Metrics

Analytics

Reporting

Reporting

Reporting

Reporting

Reporting

CDS

External

Source

Source

Source

Source

ERP 3

ERP 2

ERP 1

Source

Source

MDM

Source

Source

WebApp

DataMart

Dashboard

Source

External

Reporting

Reporting

ODS

Fragmented Source Systems

Point-to-Point IntegrationMultiple data stores

Lack of data model

No business rule documentation

Silo reporting solutions

Multiple technologies


EDW/BI Target State

Source Integration Aggregation Reporting

External

Source

Source

Source

Source

ERP 3

ERP 2

ERP 1

Source

Source

Source

Source

Source

External

CitadelEnterprise Data Model

& Data Warehouse

Dashboards

CitadelReporting and Analytics

Services

Std Operational Reporting

Std Management Reporting

Ad hoc Reporting

Self Service Reporting

AnalyticsServices

Outb

ound S

erv

ices L

ayer

Data

Itn

egra

tion

Serv

ice (

iHub)

MDM

Enterprise Data model

Data IntegrationEnterprise Data Warehouse

Data integrity

Security and compliance

Reporting/Analytics Service

CRM


Benefits

• Single source of truth for all enterprise information, ability to

gain new insight from having all data in a single place

– Global reporting on retail sales

– Consolidated reporting for all digital revenue sources

• Focus on gaining business value from data vs. chasing data

• Improved end-user experience due to consistent

presentation layer vs. multiple disparate tools

• Increased end-user productivity due to increased data

quality

• Reduced IT operations cost (h/w, s/w maintenance, s/w

licensing, support and development staff)


Digital Metrics Vision and Goal

• High level company wide

metrics assessing health

of business

• Regional / Business Unit

metrics used for tracking

performance against goals

at detailed level

• Studio/Function/Process

specific stats and metrics

to support process

execution

Executive

Management

Transactional

Label or

Function

specific data

marts, reporting

solutions

CITADEL

(Teradata DW

and

MicroStrategy

reporting

environment)

Co

mm

on M

aste

r D

ata

and

Dim

ensio

ns

Establish a set of metrics that can be held as constants across business units

and regions to enable us to drive and monitor revenue growth, operational

efficiency, profitability, and customer satisfaction in our business.

Establish a single source of truth that empowers business users to make better

business decisions based on the right information at the right time.

Operational


• Metrics Council - the governing body responsible to approve, monitor, and review access and process changes to the Tool

• Power User – User with additional access to Reporting Data Model

• Data Steward – User with additional governance responsibilities. Data Stewards are representatives from Business Units, Functions, and Regions who will represent their respective constituency during data definition and drive adoption of agreed upon definitions within their respective constituency, including any process changes and source system data clean-up initiatives. They also act as first line trainers, trouble-shooters, and point of communication.

• Super User – User with access to Tier 1, Tier 2, and Tier 3 reports. Super users are further categorized into:

• Tier 1 Report – Predefined dashboards with basic filtering capabilities for Executive and Management reporting

• Tier 2 Report – Predefined report templates with wizards that guide the end User to create reports for specific analysis

• Tier 3 Report – Dynamic report with option to add/remove objects and build derived metrics

• General User – User with access to Tier 1 and Tier 2 reports

Governance

SUPER USERS

Tier 1, 2, and 3

GENERAL USERS

Tier 1 and 2

SPONSORS

CFO, CIO

METRICS COUNCIL

Governance

POWER USERS

+Data Model

DATA STEWARDS

+Governance


Reporting & Analytics

• Single set of reports based on consistent definitions of metrics and dimensions

• Complete view of business performance• Data structures enable self-service, ad-hoc reporting and analysis• Improved data quality increases user productivity• Timeliness of data accelerates ability to make decisions


• Custom Messaging

– Personalization

– Segmentations

– Prospects

• Custom Timing

– Demo/Online-pass follow up

– Game progress

– Conversion

• Cross-Sell/Up-Sell

– Franchise

– Download

– EA division

CRM Use Case

0

50

100

150

200

250

Delivered

Opened

Clicked

*) FY11 = Projection


CRM Analytics Capabilities

Percentile Profiling

Cross-SegmentBehavior Trend

Analyzes consumer behavior and activity of segments over time

Example –Show me all consumers who spent >$10 in PDLC for FIFA August, and spent <$10 in PDLC for FIFA in September.

Analyzes the intersections of groups of people with user defined measures. Similar to Excel.

Example –Show me consumer counts by Gross Bookings and Game-play Time Band

Splits customers into groups, ranked by e.g. revenue or items purchased. User can choose the number of splits or groups (decile, quantile, etc.)

Example – Segment consumers in deciles based on Q4FY11 gross bookings for all Sports titles

AffinityPattern Detection

Enables you to select measures, product segments, and date ranges to pinpoint specific customer purchasing affinities.

Example – What micro transactions are the most popular with consumers that have purchased the Vietnam Expansion Pack?

Identify predictors of future events. Discover which products customers purchase with other products over time, or customer activity leading up to and after a significant event.

Example – What is the most likely time that a consumer purchases any PDLC after the activation of an online entitlement for a First Person Shooter game?


• Align initiatives to business strategies and priorities

• Find areas of business sponsorship and start with governance; without that, the target state will look like current state

• Define and implement process before technology; solve the what before the how

• Consistently deliver incremental business value in context of a strategic roadmap; maintain stakeholder engagement

• Establish loosely coupled data integration based on standards; flexibility to manage change

• Consider consolidating data related activities into one IT organization to accelerate alignment and progress

• Plan data warehouse migrations carefully; they are complex

Lessons learned


EA Confidential

For Internal Use Only23

Q4 Global IT All Hands

March 2009