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SEUGI18SEUGI18SEUGI18SEUGI18
TRANQUILIDADE
Dublin, 22nd June 2000Dublin, 22nd June 2000Dublin, 22nd June 2000Dublin, 22nd June 2000
The Growing pains of buildinga Corporate
Data Warehouse
Tiago DurãoTiago DurãoTiago DurãoTiago Durão
SEUGI18SEUGI18SEUGI18SEUGI18
Agenda
!!!! The Company The Company The Company The Company
"""" Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes
and Onionsand Onionsand Onionsand Onions
!!!! The ProjectThe ProjectThe ProjectThe Project
#### Where are we and what Where are we and what Where are we and what Where are we and what’’’’s thes thes thes the
road aheadroad aheadroad aheadroad ahead
SEUGI18SEUGI18SEUGI18SEUGI18CPAR03
• 128 Years in business• Company of the Espirito Santo Group• Life and non life (Managed by 2 Companies)• Non Life represents 40% of the business• Motor, household / fire and Workers Comp represents
85% of the non life business• 1 000 employees• Market segments and distribution channels oriented
structure• 60 local branches• 8 000 Agents (most of them small or very small)• 1,2 million clients stored on the system• 1,5 million policies (non life) managed by the system• First Portuguese Insurance Company since 1995
Companhia de SegurosCompanhia de SegurosTranquilidadeTranquilidade
SEUGI18SEUGI18SEUGI18SEUGI18
Multi-channel Strategy
Agents
Bank Web
BrockersLocalBranches
CallCenter
CRMCRM
Integrated VisionIntegrated Vision
IntegratedSystems
ManagementStructure
(Back Office / Front Office)StrongBrand
SEUGI18SEUGI18SEUGI18SEUGI18
Agenda
$$$$ The Company The Company The Company The Company
%%%% Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes
and Onionsand Onionsand Onionsand Onions
!!!! The ProjectThe ProjectThe ProjectThe Project
#### Where are we and what Where are we and what Where are we and what Where are we and what’’’’s thes thes thes the
road aheadroad aheadroad aheadroad ahead
SEUGI18SEUGI18SEUGI18SEUGI18
LOB
A
MISOPERATIONAL PLATFORM
• CLIENT BASED ARCHITECTURE• “REACTIVE” DEVELOPMENT• LINES OF BUSINESS APPROACH• POOR USER INTERFACE• LACK OF RISK MANAGEMENT
INFORMATION
• PARTIAL VIEWING• DATA INCONSISTENCY• LACK OF INTEGRATION• POOR USER INTERFACE• HARD CODED DATA PUMPING PROCESS• NOT ENOUGH BATCH WINDOW
THE STARTING POINT
LOB
B
LOB
D
LOB
E
A
B
C
LOB
C
TALKING ABOUT SPAGHETTI ...TALKING ABOUT SPAGHETTI ...
SEUGI18SEUGI18SEUGI18SEUGI18
THE CHOCOLATE CAKE CONCEPTTHE CHOCOLATE CAKE CONCEPT
1. No big new things to invent on the insurance business2. Products are always a mix of ingredients already existing3. The taste, the way it looks and the way we deliver it, are very
important4. If the cook (Marketing and risk management department) has
available:- Normalized recipients and tools
- The ingredients- Enough customers- Logistics
He can industrialize the production of chocolate cakes
5. To deliver new kinds of chocolate cakes the cook shouldn’t be toodependant on the recipients and tools manufacturer, unless hewants to produce a very specific kind of chocolate cake
SEUGI18SEUGI18SEUGI18SEUGI18
FRAMEWORK // BASIC
STRUCTURE
SKIN LAYERS
THE ONION CONCEPTTHE ONION CONCEPT
2. Build theframework withreusable objects
1. Start thinkingbig
4. Reuse coreobjects andaddperipheralobjects
3. Implementsmall (stepby step)
SEUGI18SEUGI18SEUGI18SEUGI18
• NORMALIZED DATA ANDPROCESS MODELS(CHOCOLATE CAKECONCEPT)
• BUSINESS VIEW ANDNOT LINE OF BUSINESSVIEW(ONION CONCEPT)
• INTEGRATION
• SEGMENTATION
• FLEXIBILITY
SPECIFIC
INTERFACES
SPECIFICOUTPUTS
COMMON STRUCTURE
• TIME TO MARKET
• SAME BASE FORDIFFERENTCHANNELS
• NORMALIZEDSTRUCTURE TOSUPPORT DW
THE INFORMATION SYSTEM STRATEGYTHE INFORMATION SYSTEM STRATEGY
SPECIFIC PROCESSES SPECIFIC
PROCESSES
DATA AND PROCESSES
SEUGI18SEUGI18SEUGI18SEUGI18
Physical Architecture ofPhysical Architecture of thetheInformation SystemInformation System
OPERATIONALOPERATIONALDATA ANDDATA AND
PROCESSESPROCESSESSERVERSERVER
PRODUCT DEFINITIONS
BUSINESSRULES
WORK FLOWMANAGEMENT
IMAGE
GROUPWARE
EXPERT SYSTEMS
SIMPLE/COMPLEX
STANDARD/SPECIFIC
DIFFERENTINTERFACES
PER CHANNEL
DIFFERENTINTERFACES PERPROCESSES AND
PRODUCTS
INTERFACESWITH TOOLS TO
SUPPORT PROCESSSPEED UP
OPERATIONALOPERATIONALPROCESSESPROCESSES
FORMALEXPLOITATION
INFORMALEXPLOITATION
DATAMININGQUERY/
/REPORTING
EIS
CLIENT/SERVERTECHNOLOGY
WEB TECHNOLOGY
TELEPHONIC CHANNELS SUPPORTOTHER INTERFACES
MULTIDIMENSIONALSTRUCTURE
METADATA DRIVEN
CORPORATEDATA WAREHOUSE
DECISION DATA ANDDECISION DATA ANDPROCESSES SERVERPROCESSES SERVER
DATAMART
DATAMART
EVENTSEVENTS
DATAMART
SEUGI18SEUGI18SEUGI18SEUGI18
Agenda
$$$$ The Company The Company The Company The Company
"""" Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes
and Onionsand Onionsand Onionsand Onions
&&&& The ProjectThe ProjectThe ProjectThe Project
#### Where are we and what Where are we and what Where are we and what Where are we and what’’’’s thes thes thes the
road aheadroad aheadroad aheadroad ahead
SEUGI18SEUGI18SEUGI18SEUGI18
SIG - IMPLEMENTATION STRATEGYSIG - IMPLEMENTATION STRATEGY
OPERATIONALSYSTEM
•Normalized DataStructure
• Integration•Risk Detail Level•Historical Data•Parameterized
EXPLOITATION
-- FORMAL --• EIS• GraphicalAnalysis-- INFORMAL --
• Ad-Hoc•Data mining
DATAWAREHOUSE
• Support to theSeveral Analysis Axis•Repository of theRelevant Information• Organized bySubject•Flexibility
INTERFACE
•Flexibility•Event Driven•Metadata•Parametrized•“Soft” Code•CoexistenceManagement
COGEN +COGEN +PERIPHERALPERIPHERALSYSTEMS +SYSTEMS +
LEGACY SYSTEMLEGACY SYSTEM
••Data ExtractionData Extraction••Data Warehouse ManagementData Warehouse Management••Exploitation (Formal and Informal)Exploitation (Formal and Informal)SASSAS
2 STEPS APPROACH
••Focus on Mngmt. ControlFocus on Mngmt. ControlInformationInformation••Monthly full extraction fromMonthly full extraction fromOperational SystemsOperational Systems••EIS Oriented ProjectEIS Oriented Project
••Support to all CompanySupport to all Company••Daily Event-driven ExtractionDaily Event-driven Extraction••Data Warehouse OrientedData Warehouse OrientedProjectProject
SHORTTERM
ESTRU-TURAL
SEUGI18SEUGI18SEUGI18SEUGI18
MONITORING THE BUSINESSMONITORING THE BUSINESSTHE SHORT TERM PROJECTTHE SHORT TERM PROJECT
BUSINESSSTRUCTURE
DISTRIBUT.CHANNELS
BILLINGCHANNELS
BUSINESSNATURES
TIMEPREFERENTMARKETS
MARKETSEGMENTSPRODUCTS
LEGACYSYSTEM(UNISYS)
COGEN(IBM)
AD HOC
• EIS ORIENTED PROJECT• 8 MONTHS PROJECT / DELIVERED EARLY 1997
E I S
TOP
MANAGEMENT
LOCAL
BRANCHES
EXTERNALDATA
DATA WAREHOUSE
• 300 USERS
SEUGI18SEUGI18SEUGI18SEUGI18
Business Model
Interface Model
C L I E N T S
PRODUCT
DESIGN
PAYABLES / RECEIVABLES
FIRE /HOUSECORE AUTO WC OTHER
R EINSURANCE
COINSURANCE
POLICIES
COREE.S.SEGUROS
HUMAN
RESOURCES
OTHERS CASH FLOW
ACCOUNTING
CLAIMSAUTO WC
TRANQ.LIFE EnterpriseEnterprise
Data WarehouseData Warehouse
TransforTransfor--mationmation PopulationPopulationExtractionExtraction
DataMarts
DataMarts
DataMarts
DataMarts
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M e t a d a t aM e t a d a t a
Processes
DATA WAREHOUSE
Oper. Sys.
Data DataDataData
Data DataDataData
PLANEAMENTO EPLANEAMENTO ECONTROLOCONTROLO
MACROFUNCTIONS
MACROFUNCTIONS
BUSINESSREQUIREMENTS
BUSINESSREQUIREMENTS
LEVA
NTAM
ENTO
DE
NECE
SSID
ADES
LEVA
NTAM
ENTO
DE
NECE
SSID
ADES
MOD
ELIZ
AÇÃO
E N
ORM
ALIZ
AÇÃO
MOD
ELIZ
AÇÃO
E N
ORM
ALIZ
AÇÃO
MARKETINGMARKETING
TÉCNICATÉCNICA
COMERCIALCOMERCIAL
FINANCEIRAFINANCEIRA
QUALIDADE EQUALIDADE EPERFORMANCEPERFORMANCE
TÉCNICATÉCNICA
COMERCIALCOMERCIAL
FINANCEIRAFINANCEIRA
QUALIDADE EQUALIDADE EPERFORMANCEPERFORMANCE
PLANNING ANDPLANNING ANDCONTROLCONTROL
BUSI
NESS
REQ
UIRE
MEN
TSBU
SINE
SS R
EQUI
REM
ENTS
DATA
MOD
ELIN
GDA
TA M
ODEL
ING
MARKETINGMARKETING
TECHNICALTECHNICAL
COMMERCIALCOMMERCIAL
FINANCEFINANCE
QUALITY ANDQUALITY ANDPERFORMANCEPERFORMANCE
TECHNICALTECHNICAL
COMMERCIALCOMMERCIAL
FINANCEFINANCE
QUALITY ANDQUALITY ANDPERFORMANCEPERFORMANCE
PLANNING ANDPLANNING ANDCONTROLCONTROL
LOGICALMODEL
STRUCTURING LOGICALMODEL INTO SUBJECTSSTRUCTURING LOGICALMODEL INTO SUBJECTS
MARKETINGMARKETING PHYSICALMODEL
SIG ESTRUTURALImplementation Strategy
SEUGI18SEUGI18SEUGI18SEUGI18
DDAATTAA
WWAARREEHHOOUUSSEE
METADATAMETADATA
DATA WAREHOUSE STRUCTUREDATA WAREHOUSE STRUCTURE
• COMPREENSIVE SUPPORT – ONE
VERSION OF THE TRUTH
• UNIQUE BASE OF INFORMATION
• ALIGNED WITH BUSINESS STRATEGY
• CONSISTENT AND STRUCTURED
INFORMATION
• HISTORICAL INFORMATION
• ORGANIZED BY SUBJECTS
OTHEROTHER
INTERNAL /INTERNAL /
EXTERNALEXTERNAL
SOURCESSOURCES
OPERATIONALOPERATIONAL
BUSINESSBUSINESS
CORE SYSTEMCORE SYSTEM
SAP R/3SAP R/3
SEUGI18SEUGI18SEUGI18SEUGI18
MARKETINGMARKETING
TECHNICALTECHNICAL
COMERCIALCOMERCIAL
FINANCEFINANCE
PLANNING ANDPLANNING ANDCONTROLCONTROL
QUALITY ANDQUALITY ANDPERFORMANCEPERFORMANCE
• SAME BASE OFINFORMATION
• DIFFERENTVIEWS
• SATISFY THEDIFFERENTNEEDS
M E T A D A T A M E T A D A T A
DDAATTAA
WWAARREEHHOOUUSSEE
DATA WAREHOUSE STRUCTUREDATA WAREHOUSE STRUCTURE
OTHEROTHER
INTERNAL /INTERNAL /
EXTERNALEXTERNAL
SOURCESSOURCES
OPERATIONALOPERATIONAL
BUSINESSBUSINESS
CORE SYSTEMCORE SYSTEM
SAP R/3SAP R/3
SEUGI18SEUGI18SEUGI18SEUGI18
InformalExploitation
FormalExploitation
TransformationTransformation
PopulationPopulation
ExtractionExtraction
PoliciesPolicies
FinanceFinance
AccountingAccounting
Other Other SourcesSources
Claims
Reply atPhysical level
Inform. requestat Physical level
Inform. request
at Business level
Reply at
Business level
Data Marts
Data Marts
Met
adat
aM
etad
ata
Corporate Data Warehouse
Process Flow
SEUGI18SEUGI18SEUGI18SEUGI18
Detailed
information
Aggregated
information
DW Structure Structure Structure Structure
SEUGI18SEUGI18SEUGI18SEUGI18
Metadata to support thebusiness logic
Flexible infrastructure tosupport business changes
No Business logic at thebase of the Warehouse
PROJECT CHALLENGES :Business Logic Flexibility
SEUGI18SEUGI18SEUGI18SEUGI18
CODE FREE DATAMANIPULATION
MANAGED BY A
SMALL TEAM
PRODUCING DOCUMENTATIONABOUT DATA AND PROCESSES
METADATA REPOSITORYINTEGRATED WITH THE REST OFTECHNOLOGY
WAREHOUSEADMINISTRATOR
PROJECT CHALLENGES :Processes management
SEUGI18SEUGI18SEUGI18SEUGI18
Event triggeredextraction processes
Entity based
Standardprocesses
PROJECT CHALLENGES :Event driven processes
SEUGI18SEUGI18SEUGI18SEUGI18
MET
ADAT
A
DETAILEDDETAILEDDETAILEDDATADATADATA
PROJECT CHALLENGES :Data Exploitation and Delivery
••1. Data Selection1. Data Selection••2. Attribute addition2. Attribute addition••3. Data Summary3. Data Summary••4. Data Exploitation4. Data Exploitation
12
34
WHExplorer
Query Metadata(QM)
12
4 4
3 3
DataMart (DM)DM
QM
12
4
3
DM
QM
12
4 4
33
DM
QM
12
4
3
DM
QM
SEUGI18SEUGI18SEUGI18SEUGI18
Agenda
$$$$ The Company The Company The Company The Company
"""" Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes Spaghetti, Chocolate Cakes
and Onionsand Onionsand Onionsand Onions
!!!! The ProjectThe ProjectThe ProjectThe Project
'''' Where are we and what Where are we and what Where are we and what Where are we and what’’’’s thes thes thes the
road aheadroad aheadroad aheadroad ahead
SEUGI18SEUGI18SEUGI18SEUGI18
… MonthsNov 1999
Policy specificinformation
AnnualPremiums
Policies
Informal Exp.(detail)
Current EIS(Formal Exp.)
Lines of Business
Products
Clients
Channels
Cover
InsuredObjects
Policy coreInformation
Jun 2000
Indemn. andReserves
Claims
ClaimsSpecific info.
Formal Exploitation(Phase 1 data)
Informal Exp.(det.)Current EIS (Formal Exp.)
Dec 2000
Financial
Written
Reinsurance
Collected
CommissionsAccounting
Current EIS (Formal Exp.)
Formal Exploitation(Phase 1+2 data)
Informal Exploitation
Informal Exp.(Phase 1+2 specific)
Current EIS
Logi
cal M
odel
Des
ign
Implementation Plan
SEUGI18SEUGI18SEUGI18SEUGI18
Data Volumes
•SIG SHORT TERM (V.5) 120 Gb
•SIG ESTRUTURAL (Data Warehouse)
(June 2000 (Phase 2) 300 Gb
(End 2000 (Phase 3) 700 Gb
(End 2001 (Phase 5) 1.2 Tb
SEUGI18SEUGI18SEUGI18SEUGI18
The Road ahead ...
•Power to thePower to thePower to thePower to theUsersUsersUsersUsers
•CRMCRMCRMCRM
•PartnersPartnersPartnersPartners
•ABCABCABCABC
•Web Enablement •CRM Project
•Contact Center Project •Agents / Brockers Extranet Project
) InfrastructureInfrastructureInfrastructureInfrastructurein placein placein placein place
)DeliverablesDeliverablesDeliverablesDeliverablesaccordingaccordingaccordingaccordingto the planto the planto the planto the plan
SEUGI18SEUGI18SEUGI18SEUGI18
The Road ahead ...
Portugal 3 – England 2
Portugal 3 – Germany 0
Portugal 1 – Romania 0
Portugal - Turkey Portugal - ???
Who is going to face us at the Final ???