Salesforce Data Governance and Stewardship Roundtable Workshop

Matt JeffriesSenior Manager, Product Marketingmjeffries@salesforce.com

Collaborating towards data governance

Eric KassermanSenior Manager, Data.com SI Partner Programekasserman@salesforce.com

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Safe Harbor

Format – What we are going to be doingA forum of discussion topics with experts and best practices

Introduction and Overview 10 minutes

Howtogetstartedwithadatastewardshipprogram 25minutesfortopicintroanddiscussion

Howtonavigatethechallengesofaprogrammidjourney 25minutesfortopicintroanddiscussion

ShowingROIattheendofinitiativeandidentifyingfutureneeds 25minutesfortopicintroanddiscussion

Q&AandWrap-up 5minutes

More data is being created than ever beforeThe Market and your Customers are Moving Faster

By 2020, 70 percent of F500 companies will make decisions from a

mash-up of more than 5 third party data sources.

*Source: IDC ICT Market Outlook & 3rd Platform Update. Oct 2013.

Endemic data challengesWhat we Have Seen Customers Struggle With

Name PhoneBobJohnson 415-536-6000

BobJohnson 650-205-1899

RobJohnson 415-536-6100

BobC.Johnson 408-209-7070

BobJohnson 415-536-6000

RobJohnson 650-205-5555

BobT.Johnson 650-780-9090

Robert Johnson(415) 536-2283

✓

90%Incomplete

74%NeedUpdates

21%Dead

15%+Duplicate

20%Useless

What part of the organization are you from?

Harness your dataUnleash your organizationKnow your customer

C LEVEL• CEO-

Executive

• COO-Operatio

ns• CMO-

Marketing

• CTO-Technolo

gy• CIO-

Information

• CXO-Other

MARKETING• Product

• Engineering

• LeadGenerati

on• Brand

Management

SALES• Customer

s• Competit

ors• Offerings• Forecasti

ng

SUPPORT• Customer

s/SLAs• Satisfacti

on• Research

&Design• Third

PartyAffiliates

FINANCE• Billing/

Revenue• Accounti

ng• Forecasti

ng• Reporting

HUMAN CAPITAL• HR/Administration

• TalentAcquisitio

n• Staffing&

Comp• Payroll/

Benefits• Training

&CareerMgmt

OPERATIONS• Engineeri

ng• Suppliers

/Vendors• Delivery/

Logistics

IT• ERP/

Accounting

• CRM/SFA

• Content/Storage

• AssetManagement

• Security

LEGAL• Regulator

y• Complian

ce• Contracts

• RiskManagement

Every Team Cares About Customer Data Quality

Presenters:Introduction of an area of thought leadership in data

governance and stewardship.

Present 2-3 key topics for discussion at table.

Participants:Be ready to share your

experiences, challenges and questions!

Table Owners:Help facilitate the

discussion and capture key points.

Provide best practices and knowledge sharing.

Roles and Responsibilities Plan for Today

1. Getting started with a data stewardship program

2. Getting tactical in the middle of a initiative

3. Measuring success and the path forward post project

Key Topics for Today

Data Governance FrameworkThink about your organization as you discuss:

• Generalmanagementstatements

Policy

• Specificmandatorycontrols

Standards

• Recommendations/bestpractices

Guidelines

• Stepbystepinstructions

Procedures

Today’s Presenters

Ernest LessengerEnable Path

Adam MenziesSumma Tech

Keith MetcalfTraction on Demand

Ernest LessengerEnable Path

Getting Started with Data Stewardship

Data Governance and StewardshipHow to get started

Governance StewardshipSetting

the rulesMonitoring day to day activities

Getting started on Governance:

Get a team empowered to make key decisions (eg: what is an

account)

Getting started on Stewardship:

Full time, part time, what tools?

Getting StartedData Governance

Understand your legal and regulatory environment:

• Encryption, Data Retention, Auditing, and Data Residency (HIPAA, SOX, DoE, EU, etc)

• Required or forbidden information (DoL, PIIA, KYC, etc)Understand your requirements for accuracy, precision, grain, timeliness, quality, consistency, comprehensiveness, relevance, accessibility, etcDefine and classify your data

Understand the flow of data, where it is gathered, and how it is used to further your organizational strategy

Getting StartedData Governance

Follow your legal and regulatory requirements:• These are typically defined by policies, which you may help to create• Requirements often have well-established pathways to work within or around them• You may have to work with Security, Disaster Recover, and Backup teams

Understand your requirements for accuracy, precision, currency, etc.• Remember that you can never recover a loss in any of these dimensions• But you do not have to retain the highest levels at all times, in all systems

Enforce proper terminology and data classificationDefine the flow of data, where it is gathered, and how it is used to further your organizational strategy

Table Discussion QuestionsGetting started with a data stewardship program

• What are the field’s (or set of fields) requirements for currency, timeliness, precision, grain, etc.

• Who provides the data? Can they meet the requirements? If not, can you clean, augment, or enforce better quality?

• Who can create, see, edit, or delete the data? Does it need encryption, tracking, or other security restrictions?

• Don’t forget to consider both Operational and Analytical uses of data. You may need different data models to serve both requirements.

Adam MenziesSumma Tech

Getting Tactical within an Initiative De-duplication, data standardization and using referential data sources

Data ArchitectureKey architecture decisions and governance

Database ERP

Salesforce

DatabaseDatabaseDatabase ERP

Salesforce

DatabaseDatabase

MasterDataManagementSystem

Salesforce

Database

Data HygieneKeeping it clean with de-duplication and standardization

Proactively setting up

Salesforce to prevent

duplicates and enforce

standardization is essential.

You can do this by:• Duplicate Management (new in Spring

‘15) • Validation Rules • State and Country picklists • Use Correct Field Types• Streamlined record entry through

referential databases (Data.com)

Data CleansingTools for improving the database health

Reactive cleansing will always been a part of the ongoing data management strategy.

Automated Manual

ExcelTools

CustomExceptionReports

Data.comDuplicateReports

Data.comCleanJobs

MasterDataManagementSystems

Database health is more than scrubbing existing data.

Is missing data hurting your organization100% Clean and Not Done

MarketingGoals

SalesGoals CustomerServiceandRetention

DatabaseHealth

Table Discussion QuestionsDe-duplication, data standardization and using referential data sources

• What potential culture challenges exist in improving data governance in your organization?

• Who in your organization would be decision makers on what data each system of record owns?

• What other data sources do you use to populate your organization’s databases and what challenges do they present?

Keith MetcalfTraction on Demand

Measuring Success and the Post Project Path ForwardReporting, analytics, measurement and showing an ROI

You Have a Problem, How do you Address it?

DefineAnalyzeMeasure

Shareinsightsonhowyou’vebeenabletodefinethedatagovernancechallengeinyour

company…

A problem not defined cannot be solvedDefine

SuccessCriteria(metricsthatstakeholderscareabout)

IncludeProblemIndicators(duplicates,frustratedusers,fieldbloat)

Definition

Shareinsightsonhowyou’vebeenabletogetbuy-inorplantoapproachgettingbuy-in.

Once defined, how do you get buy-in?Analyze

SuccessCriteria(stakeholdervaluedmetricsandquantitativeROI)

BuildingaBusinessCase(funding,projectsponsors)

Buy-in

WhatdidsuccesslooklikeonyourDatagovernanceproject?Whattoolshaveyouheardofthatcouldhelpshowsuccess?

It is a journey not a missionMeasure

ReportsandDashboards(dataquality,businessvalueandprogresssnapshots)

InSalesforceToolsforSuccess(completenessicons,dupealerts)Showing

Results

Table Discussion QuestionsDe-duplication, data standardization and using referential data sources

Define

• Share insights on how you have been able to define the data governance problem in your company

Analyze

• Once the problem is defined, success criteria identified and cause analyzed; How do you turn analysis into buy in?

Measure

• Once you project was completed, what did success look like?

Final ThoughtsMatt Jeffries

Thank you