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Master Data Management: More than a single view of the enterprise?
Tony FisherPresident and CEO
Agenda
Why MDM? Why CDI?
Are You Ready for MDM?
Business Drivers for MDM
What is Master Data Management?
Business Drivers for MDMWhat to tell your CXOs
Increased Revenue
Regulatory Compliance
Improved Customer Relationships
Operational Efficiency
Mergers and Acquisitions
Innovation/Competitive Advantage
Reduced Risk
Product
A Robust MDM Solution Should…
Act as a single point of reference for domaindata by managing an ID for all systemsBe built on a data quality platformSupport real-time operational data integrity and serve as the integration point between operational systemsProvide integration of operational and business intelligence environmentsIncorporate a flexible domain data model Leverage the SOA environment
What is Customer Data Integration?CDI is a subset of MDM
CDI is the automation of the integration, reconciliation,
management, and certification of customer master data from enterprise systems
to enterprise systems.
- Jill Dyché
Customer Data Management Techniques
SFASFA
ERPERP
CRMCRM
Database Marketing
Data Warehouse
CDICDI
Master Data Maturity Model
HIGH
LOW
Risk
LOW
HIGH
Rew
ard
UNDISCIPLINED REACTIVE PROACTIVE GOVERNEDPeople, Process, Technology Adoption
BPM Integration
Master Data Management
CDI
PDM
CRM
ERP
Data Warehouse
SFA
Database Marketing
MDM Landscape
Call Center
ERPSystem
OperationalCRM
Billing
MarketingData Mart
CustomerDataWarehouse
Data Marts
Web Apps
BI Apps
WebServices
ETL
Integration Services
WebServices
Master DataHub
AnalyticOperations
Dat
a Q
ualit
yMaster Data Technology Requirements
Master Data Hub
Business Process Integration
MDM Client Interfaces
Identity Management
Merging and Clustering
Business Rules Execution
Verification, Normalization,Standardization, Transformation
Source System Interface
Data Steward Interface
Domain Data Models
Administration and Configuration
Evolution of Master Data ManagementUndisciplined
Dat
a Q
ualit
y
MDM Client Interfaces
Business Process Integration
Identity Management
Merging and Clustering
Business Rules Execution
Verification, Normalization,Standardization, Transformation
Source System Interface
Data Steward Interface
Domain Data Models
Data and processes are siloed and operate independently
Data quality is sporadic
Limited identity management
Departmental focus/success
PRO
CES
S
TEC
HN
OLO
GY
Administration and Configuration
PEO
PLE
Business analysts not involved
Success dependent on a few skilled technical people
No coordination across lines of business
Individuals drive decisions
Business Issue Manufacturing plant fire alerted Kohler to the need for better customer data management.
Determine who Kohler’s customers are and what Kohler’s customers buy and how Kohler can help their customers.
Better understanding of customers and the relationship of the customer to Kohler. Ability to better service the customer and optimize delivery issues.
Mission
Results
Data is integrated for specific touch points
Data quality is localized but still uncoordinated
Data quality/identity management in batch
Line of business success
PRO
CES
S
TEC
HN
OLO
GY
Evolution of Master Data ManagementReactive
Dat
a Q
ualit
y
Identity Management
Merging and Clustering
Business Rules Execution
Verification, Normalization,Standardization, Transformation
Source System Interface
Data Steward Interface
Domain Data Models
MDM Client Interfaces
Business Process Integration
Administration and Configuration
PEO
PLE
Business analysts provide limited input
Group of skilled, technical individuals drive success
Applications drive decisions
Business Issue Single view of customers for better customer relations.
Track spending patterns and build a more useful, reliable view of the customer via Customer Data Integration (CDI).
A single, unified view of each customer. The company can better serve its customers according to lifestyle, hobbies, preferences, etc. The organization can maximize their marketing campaign dollars by promoting the most appropriate offers to each customer.
Mission
Results
Global Resort Operator
Evolution of Master Data ManagementProactive
Dat
a Q
ualit
y
Identity Management
Merging and Clustering
Business Rules Execution
Verification, Normalization,Standardization, Transformation
Source System Interface
Data Steward Interface
Domain Data Models
MDM Client Interfaces
Business Process Integration
PRO
CES
S
TEC
HN
OLO
GY
Integration of business and data quality rules The true value of integrated data is recognizedCoordination across lines of businessPreventative measures in place
Administration and Configuration
PEO
PLE
Business analysts participate in data management Executive sponsorshipData stewards drive cross functional consistencyData drives decisions
Evolution of Master Data ManagementGoverned
Dat
a Q
ualit
y
MDM Client Interfaces
Identity Management
Merging and Clustering
Business Rules Execution
Verification, Normalization,Standardization, Transformation
Source System Interface
Data Steward Interface
Domain Data Models
Business Process Integration
PRO
CES
S
TEC
HN
OLO
GY
Data and business processes are integratedReuse of business logic and synchronized applicationsBusiness processes are automated
Administration and Configuration
PEO
PLE
Business analysts take leadership role in data strategyManagement treats data as a corporate assetBusiness processes drive decisions
Centura
Business Issue Meet government regulations for watchlist compliance efforts and USA Patriot Act.
Match list of banking transactions against a reliable list of known or suspected terrorists, criminals or fraudsters. Reduce the number of “false positives”.
Lowered flagged transactions per day by refining rules to match suspicious transactions. Compliance staff could focus more on helping the company meet regulatory requirements.
Mission
Results
Lessons Learned
Data Quality is the foundation of successful MDM (CDI)MDM (CDI) provides for the integration of operational and business intelligence environmentsBusiness drivers are more urgentThink globally, act locallyMDM (CDI) starts with understanding the maturity of data management within your organization