Information On Demand를위한 전사고객정보관리방안 · • Support the global identification, linking and synchronization of customer information across heterogeneous data

Information On Demand Leader Group Meeting

© Copyright IBM Corporation 2007

차봉근 차장

한국 IBM 소프트웨어 사업부

Information On Demand를 위한

전사 고객정보 관리방안

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마스터 데이터?

마스터 데이터Master Data

기업 활동 핵심이 되는 데이터 “기준정보”라고도 불리움

고객 상품 거래 위치 직원 등

고객Party

(Individual and Org Customer, Employee,

Supplier, Partner, Citizen)

“Who”“What”

위치Location

(Address, eMail, Phone, Ship-to, Jurisdiction)

“Where”

Account “How”상품

Product(SKU, Bundle, Part,

Service, Assets)

파트너

The facts describing your core business entities: customers, suppliers, partners, employee, products, materials, bill of materials,

chart of accounts and locationThe high value information an organization uses repeatedly

across many business processes Master Data is critical because it provides the business context by

providing concrete data models and processes for a particular domain

… and Master Data is typically scattered within heterogeneous application silos across the enterprise

Numerous applications / many subsidiaries / various LOBsBecoming an inhibitor of a full scope enterprise transformation

customers, suppliers, partners, employee, products, materials, bill of materials, chart of accounts and location

여러 조직 및 프로세스에서 반복적으로 사용되는 중요한 정보

마스터 데이터는 통상 이질적인 어플리케이션 분산 Silo

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분산 환경에서의 기준정보(마스터 데이터)

Purchased CD

Product: 15 yr CD

Web Site Contact Center Enterprise Systems Data Warehouse

Customer

ProductLocation

Order

Analytic / Insight

Supplier

Customer / Shipping

BusinessProcessesOperationalFunctions

Collaboration

Analytics

Customer

ProductLocation

Order

Analytic / Insight


Collaboration

Analytics

ProductLocation

Order

Analytic / Insight

Customer / Shipping


Collaboration

Analytics

Customer

ProductLocation

Order

Analytic / Insight

Supplier


Collaboration

Analytics

Account

전사 기준 정보 부재

데이터 불일치고객 상품

거래 위치 직원 등

파트너

고객 가치 파악 어려움

상품 출시 지연

운영 비용 증가

매출 기회 상실

Silo 환경

시스템(어플리케이션)별 다른

Data StoreData Lifecycle

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마스터 데이터 관리란

Historical /AnalyticalSystems

Existing Applications

MasterData

MasterData


MasterData

MasterData


MasterData

MasterData

Master DataManagement

System

NewApplications

통합 및 단일화 데이터 및 프로세스(Lifecycle)

중립화 및 연결 분리 및 연결(Loosely or Tightly)

기준정보에 대해

시스템(어플리케이션)별 다른


기준정보에 대해

전사 차원의 통합/단일화된


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마스터 데이터 관리 시스템

기존 시스템에서 마스터 데이터 관리를 할 수 없는 이유

마스터 데이터 관리를 목적으로 하지 않기 때문

•360 degree single view

•Near real-time

•Analytical

•Unidirectional

•Not applicable

•Data consumer

•OLAP user

•360 degree Singe View

•Real-time

•Operational

•Bi-directional spoke & hub

•Cross referential integrity

•Data manager

•All around systems and users

EDWMDM

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Data Managers v. Data Consumers

Siloed application rules do not account for enterprise data governance rules

Enterprise rules of data access, audit trail of data usage and subscription management

Data Governance

Managed after the business process is completed (after the fact) and not synchronized with other applications

Managed across applications as part of master data business processes

Data quality

Defined from narrow application POV and don’t impact other applications

Defined from enterprise (cross application) POV – events trigger actions and notifications to applications

Event management

Designed to manage application-specificbusiness processes

Designed to manage data-centricprocesses and cross application enterprise processes

Business processes

Analytics required for in-transactiondecisions, does not factor in change in other systems

Analytics defined from enterprise POV (point-of-view) and driven by data change

Analytic usage

Functions narrowly defined by application-specific requirements

Business services to meet multipleconsumer requirements

Operational usage

Definition of data required for a specific application

Definition of enterprise reference data Collaborative Usage

Data ConsumerData Manager

Data Consumer는 전사 데이터 통합 관리를 할 수 있게 만들어져 있지 않습니다. Data Consumer는 그들만의 고유기능을 하게끔 만들어져 있기 때문 입니다.Data consumers are not designed for data management – their data management functionalityis defined narrowly within the confines of the individual application.

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근본 문제는…

Not Data, But Process

데이터에 문제가 있는 것이 아니라, 비즈니스 프로세스 문제

고객정보 통합을 한다는 것은 데이터 관련 프로세스 통합 한다는 것

Key => 프로세스 통합

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“The customer data integration (CDI) market is comprised of process and technology solutions for recognizing a customer at any touch-point — while aggregating accurate, up-to-date knowledge about that customer and delivering it in an actionable form ‘just in time’ to touch-points.

Such CDI technology frameworks are based on a service-oriented architecture (SOA) to provide enterprise-wide infrastructure for managing and harmonizing master “customer data” such as: customers, products, suppliers, and employees.”

Source: Aaron Zornes, The CDI Institute

“Customer data integration (CDI) hubs are software products that:• Support the global identification, linking and synchronization of customer information

across heterogeneous data sources through semantic reconciliation of reference data.• Create and manage a central, database-based system of record.• Enable the delivery of a single customer view.”

Source: John Radcliffe, Gartner

“Customer data integration (CDI) is a new category of software infrastructure that operationalizes the acquisition, distribution, and management of customer information.”

Source: Erin Kinikin, Forrester

“SOA TECHNOLOGY”

“OPERATIONALIZE”

Analysts View on Customer Data Integration

“SINGLE VIEW”

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IT Research 평가

“CDI 시장에서 Leader중 Leader는 IBM 이다”“Oracle은 Siebel을 인수하기는 하였으나 향후 제품 roadmap이 불확실 하다”“Siebel은 J2EE가 아닌 기존 C++개발환경에 머물러 있다”“SAP는 아직 CDI 시장에서 뚜렷한 결과를 보여주지 못하고 있다.”

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WebSphereCustomer Center Specific Benefits

$38 million (EBIT) over 3 years in hard dollar benefits. New business and lower operational costs associated with migratingcustomer to paperless processes

Cross-sell and reduced operational costs. Usecustomer-centric data to increase online market share andmove customers to a more electronic environment (i.e.payments, statements, etc.)

Global money centrebank

473% ROI and payback < 12MonthsComputing and operations efficiencies funded 100%+ of total incremental investments.

Customer-centricity. An absence of a complete customer-view constrained the ability to cross-sell, retain customers, and manage credit exposure. Implemented anintegrated enterprise-wide data model, information hub, and messaging broker

Top-5 US creditcard Issuer

$120 million (EBIT) over 5 years in hard dollar benefits identified to manage customer relationships across card platforms (reduced credit losses)

Risk-scoring improvements. These enable a relationship approach to credit management, thus enabling a customer centric view across businesses and products (restrict good accounts if customer is delinquent on another account or other behavioral activities such as excessive cash advances)

Global money center bank

Benefit IdentifiedSolutionClient

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WebSphereCustomer Center Specific Benefits

$14 million (EBIT) over 3 years in

reduced project costs resulting from a

central data repository

Reduced IT costs. Consolidation of customer

information into a single repository meant that

certain O&T enhancements must only be made

into a single system. This efficiency will enable

O&T to deliver one incremental project per release

Global money center

bank

285% ROI. Computing and operations

efficiencies

funded 64% of total incremental

investments.

Customer centricity. Implemented integrated

enterprise-wide data model, information hub, BI

tools, contact and client management systems,

and messaging broker to enable

enterprise-wide customer management

Top-10US retail

bank

$26 million (EBIT)/year from

incremental lift in overall response rate

and improved overall retention rate

Speed up cycle time. By capturing and scoring

behavior data nearer to the event, highly targeted

offers can be made – across any channel – in a

matter of days rather than

Months

Global money centre

bank

Benefit IdentifiedSolutionClient

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To-Be 논리적 구성도

실시간 인터페이스 (ESB, EAI, Web Services, MQ, etc)

Batch Data Integration (ETL, etc)

융자보험

설계사대외계 콜센터 신 DM 방카슈랑스관리자

RDBMS

Application Logic J2EE Application Server

퇴직

Customer Data Batch Load

CustomerProductAccountOthers



Real-time

XML Service

Data Warehouse/ Data Mart

Others

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Information On Demand Leader Group Meeting

© Copyright IBM Corporation 2007

Documents

Information On Demand를위한 전사고객정보관리방안 · • Support the global identification, linking and synchronization of customer information across heterogeneous data