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Case Study:Using Force.com and Dell Boomi MDM to Drive Better Master Data Management
March 16, 2015
Rob Saker
Chief Data Officer
2
People Presence Performance
• Record speed to shelf
• World-class sell-in rates
• Industry-recognized in-store and out-of-store programs
• 35,000+ employees
• Highly trained & experienced
• World-class talent
• 1,100+ customer buying points
• 700,000+ US retail outlets served
• 29,000,000+ in-store hours/yr
• 7,000,000+ out-of-store hours/yr
GROWING BRANDS FOR OVER 110 YEARS
HEADQUARTERED IN PLANO, TX WITH OFFICES THROUGHOUT THE U.S., CANADA, MEXICO, AUSTRALIA, AND NEW ZEALAND
CROSSMARK IS THE SMARTER WAY TO FASTER GROWTH.
Crossmark sits in a unique position in the market with direct engagement across manufacturers, retailers and consumers.
Consumers
Retailers Manufacturers
• Digital, social, experiential, affinity, panel,
consumer incentives
• Hundreds of thousands of direct engagements
• Millions of loyalty/affinity card members
Helping manufacturers activate their
products with retailers and
consumers.
• Planning, forecasts, sales to
retailer, promotion, digital
Helping retailers manage their
store activities.
• POS, assortment, planograms,
beacons, loyalty, digital.
• Billions of direct observation
data points at retail per year
Manufacturer Data
Consumer Data
Retailer Data
Integrated Retail Solution
5
CROSSMARK Agency 2 Agency 3
SELL PLAN ASSIGN EXECUTE REPORT
Category
Resets
Voluntary
Vendor Spend
Experiential
Marketing
Store
Projects
Crowdsourcing
Agency 4 Agency 5
• Work Planning & Creation
• Agency Assignment
• Collaboration
• Work Results
• Reporting & Dashboards
• Worker Assignment
• Work Execution
• Collaboration
• Field Activation
• Field Reporting
• Configurations
• Leverage standard service
templates to support
Cloud Powers CROSSMARK’s Modern Architecture
6
Enterprise Workforce Management
Managing a workforce of 35,000 in the US, Canada, Mexico, New
Zealand and Australia
Enterprise Reporting & AnalyticsCROSSMARK leverages cloud based reporting to power tens of thousands of both internal employees and our customers.
Retailer SolutionCROSSMARK has built several proprietary industry solutions on the Force.com platform, including our widely recognized Retailer Management Solution.
DataCROSSMARK leverages Azure to
power its big data capabilities.
Support SystemsCROSSMARK leverages many
cloud based support platforms to run it’s business.
MDM Authoring PlatformUsing the Force.com platform and Dell Boomi MDM, CROSSMARK built a location authoring platform.
7
How do you define a place?
Blood Mountain as part of Georgia Appalachian Trail, via Google Maps
USGS Benchmark Coin
Appalachian Trail Section Map from “2015 Northbound The AT Guide”
Blood Mountain, GA via Google Maps
34.74002,-83.93743
How our Customers Define a Place
8
There are inconsistencies in definitions within the same industry, and even the same company on the definition of a place.
Consumer Packaged Goods
Place may be a reflection of supply chain focus (ERP), including Ship to’s, Sold to’s, distribution centers, and wholesalers.
For Marketing and Sales, “Place” may be an industry definition of a location from Nielsen TDLinx or VIP.
Retailers
Place may be individual stores, regions, divisions or market areas.
Retailers may also look at place from a source of supply, including their own distribution centers.
When is a Place not just a Place?
9
The Superbowl isn’t just a 4 hour event on
television
Or what happens in the stadium
When a Place is More Than a Place
11
The right Place definition enables us to monitor & measure the interaction with brands at key events before, during and after the event.
And integrate with our internal knowledge & execution data to identify unique opportunities.
How CROSSMARK Defines a Place
12
A Place is not just where we sell. It is anywhere we engage in the activation of brands. We must be able to monitor, target, plan and activate against one definition of a Place.
Location Area
A Location is a specific place registered for an activity.
An area is a set of geocoordinates that defines a space,
path or area. The benefit of an area is it allows us to
identify all Locations and Sublocations within or near the
area, without having to name each Location.
The purpose of the Area is to enable better targeting and
planning.
Retail outlets
Residences/domiciles
Business locations
Stadiums
Amusement parks
Parks
Mass transit locations
Government offices
Standard circumference around a location (KML)
Effective boundary of a large Location (e.g. amusement
park, stadium)
Street festivals
A path such as a trail or parade route
Predefined Areas could include countries, states,
MSAs/DMAs, counties, census blocs
Wh
at
it is
Ex
am
ple
s
The Situation
14
CROSSMARK had seen it’s technology ecosystem grow organically over 15 years, consisting of primarily internally built, internally hosted solutions.
Our new CIO started the digital transformation of the organization 18 months ago with a push to a cloud-first approach centralized around Salesforce and the Force.complatform.
• In addition to transforming the application architecture, CROSSMARK still had traditional MDM challenges:
• “Master data management” was an unknown formal practice• Extensive point-to-point integrations• Multiple versions of the truth; inefficient “mastering” processes
The MDM project began in late April of 2015.
15
The key to successful Enterprise Information
Management isn’t the technology, it’s the discussions
and processes around creation, governance, and
extending the use of data.
We want technology that is quick to deliver value, robust,
flexible and fast, so we can focus on the value drivers.
MDM Maturity
16
Level 1 Initial
Level 2Developing
Level 3Defined
Level 4Managed
Level 5Optimizing
Vision None Bottom-up initiatives onlyTop-down, but limited in
visionUnifying vision for cross-
enterprise MDMKey enabler of business
success
Strategy None No enterprise strategyFocus on domains or use
casesConsistent and integrated
approachOngoing investment and
improvement
Governance No one has responsibilityIT-led; lacking business
involvementDomain-level governance
Cross-enterprise multidomain governance
Well-established cross-enterprise governance
Organization No data stewardsDeveloping the culture of
data stewardshipPotentially strong team,
but limited in scope
Centralization or federation of data
steward groups
Well-established cross-enterprise stewardship
ProcessesSilo-based – applications
or functionsStarting to think in terms
of the data life cycleFocus on data life cycle at
domain levelBest practice shared across the enterprise
Continue to optimize the life cycle
TechnologyFew or no data quality
toolsData quality tools, but no
MDM solutions
One or more disconnected MDM
solutions
Integrated and consistent set of capabilities
Integrated and consistent set of capabilities
MetricsNo metrics scheme for
master dataStarting to develop DQ
metricsSuccessful use of metrics
at the domain levelUsing metrics to measure
success cross-domainBasis of management and
investment
Previous
state
Point-to-Point Integrations of Master Data
17
SalesTrak Employees
D2
SalesTrak Rep-Supervisor
RelationshipD4
Service Now Employees
D18
Concur UsersD4
Active Directory Internal
AccountsD6
Office 365 Accounts
D7
Kenexa Employees
D20
Kenexa Applicants
D22
Import Lawson Employees into
SalesTrakP1
Import Lawson Employees into
KenexaP6
Import Hiring Managers into
KenexaP5
Kenexa Hiring Managers
D21
Import Lawson Employees into
KMSP7
KMS Employee
MasterD24
KMS New HiresD23
Import Hired Applicants into
KMSP31
Service Now Division
ManagersD19
Update Employee-Supervisor
Relationship for Retail Reps
P3
SalesTrak Field Management
InterfaceI12
Retail Supervisors Change Rep Territory
AssignmentP2
Kenexa Applicant Tracking Interface
I6
Export New Hires Who Have completed their
OnboardingP32
New Hire FileD24
Import New Hire File into Lawson
P33
Fill open positions with new hires or
existing employees
P32
Lawson Employee
Change LogD12
Export Employee
Changes to Change Log
TableP36Personnel Action
FormI13
Submit a PAF for Employee
Changes to HRP35
MindLeadersI9
PutnamI10
Benefit FocusI11
Mercury Fulfillment
I14
TALXI8
Add Employee ID Into Kenexa
P34
Division Manager Table
D11
Extract List of Division
Managers to Service Now
Employee ID-AD Cross-Reference
TableD26
Extract Employee ID & Active Directory Account
Active Directory Changes
P40
Employee Database View
Lawson to Concur
Employee ExportP4
Address Change Batch file
Direct Deposit & Emergency
Contact Updates
AMS Employees
D10
CROSSView Planner Interface
I10
List of emps who need Food Safety certifications to
MindLeadersP10
List of Employees to Putnam
P11
List of Employees to Benefits Focus
P12
List of Employees to Mercury Fulfillment
P16
Employee data and ACA data to TALX
P19
Mercury Fulfillment
I14
CignaI1
List of Employees to Mercury Fulfillment
P16
(Future) Employee data to Cigna
P29
ComDataI2
Chase Pay CardsI3
Employee data to ComData
P21
Send list of employees who will be paid on a payment
cardP23
List of all Employees to
AMSP13
List of Employees to Service Now
P17
Manually Update Division Manager
List
Send list of employees who will be paid on a payment
cardP23
Timesheet Employee Data
D8
Send list of employees who will be paid on a payment
cardP23
Timesheet Manager data
D9
Send list of employees who will be paid on a payment
cardP23
Timesheet Manager data
D9
Employee data to Workers' Comp Insurance provider
P27
Workers Comp Insurance Provider
I5
Employee Self Serve
I15
KMS User Interface
I7
New Hire Fills out KMS
Paperwork
BlueVueI16
Employee data to BlueVue
P25
Gigwalk Entity Integration
D17
New Employee Mailbox Creation
P36
Employee Data to Gigwalk
P28
Gigwalk Customers
I17
Hyperion EmployeeD15
Employee data to Hyperion
P26
Employee Client Permissions
D5
Manually Manage List of
Employee Client Permissions
P37
CAP User Create Application
I19
Create CAP (Au & NZ) users in Active
DirectoryP41
Create CAP (Australia & NZ) employees in
SalesTrakP42
Lawson Employees
D1
The previous “master data” approach was a series of point-to-point-to-point integrations.
• Hosted entirely internally with limited ability to integrate with external solutions.
• Often conflicting data from multiple sources creates multiple sources of truth.
• Multiple silo’s of management for the same domains
• Added cost and complexity to development and support
• Increased operational costs due to incorrect master data.
Complex Authoring Process(es)
18
Receive list with no TDLinx IDs
Size?
Preferred Retailer?
Compare with Store Assignment Spreadsheet
Is complete?
Compare with STNG
Match Locations
Location #ConcatenationBannersGroup match
No conformingNo enrichment
Opportunity to check active status
Is inactive & needs to be
active?New Store? Ticket to create TDLinx IDs
Ticket to change status
YesNo
NoYes
Yes
No
Yes
Small
IT Operations Receives Ticket
No
TDLinx Match?
Location DB
TDLinx Request
Surrogate ID
Yes
Receive updated TDLinx ID
Nielsen receives and processes request
Large
Match Locations
Location #ConcatenationBannersGroup match
No conformingNo enrichment
Opportunity to check active status
Functional Teams IT Operations Nielsen
Up to 4 weeks
High Upfront Costs of Traditional MDM Solutions
19
Software
purchase
On-premise server
purchase
Traditional MDM solutions
require a large upfront
CapEx investment
Realized value
+
+
Ongoing support
Ongoing support
Ongoing support
Year 0 Year 1 Year 2
MDM Priorities
21
CROSSMARK’s key priorities for Master Data Management: Place.
01 Drive increased business agility. Define a Place once in a way that enables us to plan, manage and engage with CPG firms, Retailers and Consumers.
03
Elastic Scalability. The solution must allow CROSSMARK to efficiently scale as the company grows.02
04 Cloud-first architecture. The MDM solution must support integration with Salesforce, Force.com and other cloud providers, as well as internal platforms.
Enhanced Authoring. The solution must reduce the operating time needed to author master data while maintaining data quality.
05Accelerate Timelines. The MDM solution needed to help drive Digital Transformation, despite starting 14 months after the inception.
Project Approach
22
• Leveraged cloud based platform to accelerate the realization of value.
• Custom Force.com application for the creation of Place records.
• Dell Boomi MDM for the mastering and management of Places.
• Dell Boomi for integration between Force.com, Boomi MDM and other systems.
• Loquat for address cleansing and enrichment.
• Google Location API for additional enrichment.
• Place data sourced from multiple locations.
• Initially Agile approach, later switched to Kanban.
Development & Implementation Timeline
23
Total time from initial kickoff to production was 4 months.
CleansingUsing the Boomi MDM process and other
tools, cleansed 800,000 place records.
DesignModeled existing & future needs for Place
data.
DevelopDeveloped authoring UX and Boomi integrations, including advanced matching algorithms.
TrainingDevelopers attended both Dell Boomi MDM and Force.comtraining.
Finish
START
Data cleansing & preparation
Scoping
Integration
Design
Develop
Migration
Multisource Model of Place Data
24
PlaceOne record for a placeCROSSMARK Source
Syndicated Source
Retailer Source
Client Source
CROSSMARK receives Place data from vendors and customers that are often duplicative but not linked.
The Dell Boomi MDM platform provides us the ability to develop custom models that span our clients, vendors and our definition of a domain.
When a Place from a different source is identified, the system establishes a cross-reference to that source identifier.
The cross-reference capability also was critical in migrating from old systems to new, allowing us to build a deprecation path.
This enables CROSSMARK to master a Place once, while being able to communicate natively to our customers with their identifiers.
Governance
25
We did not follow the suggested “best practices” in establishing our data governance structures. CROSSMARK had very low data maturity and needed to be “shown” how the process should work.
• We did establish standard processes for creation, editing, mastering and use of data.
• We did secure a domain owner at the start of the initiative.
• We did not establish business data stewards at launch.
• We did not immediately grant business users the ability to create records.
Data Entry
Data Steward
Data Owner
Force.com Mastering Application
26
Individual Entry
Enables data entrants to enter or modify individual domain
records.
Bulk Upload
Provides data entrants the ability to directly upload up to
10,000 places via a file.
Dell Boomi MDM Stewarding Interface
27
Quarantine Summary
Dell Boomi MDM provides a consolidated view for data stewards to manage records in the quarantine.
Quarantine Detail
Dell Boomi MDM provides prebuilt views for data stewards to view and depose quarantined records.
Leveraging Algorithms & API’s Radically Speeds Mastering & Enrichment
28
Receive list with no TDLinx IDs
Match Locations Process
Location #ConcatenationBannersGroup match
No conformingNo enrichment
Opportunity to check active status
Ticket to create TDLinx IDs and/or change status
YesIT Operations Receives
TicketTDLinx Match?
Location DB
TDLinx Request
Surrogate ID
Yes
Receive updated TDLinx ID
Nielsen receives and processes request
Check against Location DB
Functional Teams IT Operations Nielsen
New Authoring Process
We decreased our location mastering time from a maximum of 4 weeks (50,000 places) of all manual effort.
• We have one process for the creation and mastering of Places.
• The process uses Loquat service to enrich and standardize relevant location records across 170 countries.
• We integrate with additional API’s to further enrich records.
• We developed advanced algorithms and fuzzy matching on Boomi MDM to manage previously manual tasks.
• We have decreased the amount of manual touching of records.
• Most records are processed automatically within seconds.
Cloud-based MDM Efficiently Scales to Size of the Business
29
Software
license
Boomi MDM enables
CROSSMARK to quickly
scale out cloud based
AtomSphere nodes to meet
increased demand as our
business continues to grow
Realized value
Year 0 Year 1 Year 2
Software
license
Software
license
MDM: Place Maturity
30
Level 1 Initial
Level 2Developing
Level 3Defined
Level 4Managed
Level 5Optimizing
Vision None Bottom-up initiatives onlyTop-down, but limited in
visionUnifying vision for cross-
enterprise MDMKey enabler of business
success
Strategy None No enterprise strategyFocus on domains or use
casesConsistent and integrated
approachOngoing investment and
improvement
Governance No one has responsibilityIT-led; lacking business
involvementDomain-level governance
Cross-enterprise multidomain governance
Well-established cross-enterprise governance
Organization No data stewardsDeveloping the culture of
data stewardshipPotentially strong team,
but limited in scope
Centralization or federation of data
steward groups
Well-established cross-enterprise stewardship
ProcessesSilo-based – applications
or functionsStarting to think in terms
of the data life cycleFocus on data life cycle at
domain levelBest practice shared across the enterprise
Continue to optimize the life cycle
TechnologyFew or no data quality
toolsData quality tools, but no
MDM solutions
One or more disconnected MDM
solutions
Integrated and consistent set of capabilities
Integrated and consistent set of capabilities
MetricsNo metrics scheme for
master dataStarting to develop DQ
metricsSuccessful use of metrics
at the domain levelUsing metrics to measure
success cross-domainBasis of management and
investment
Current state
Place Master Data at Use
31
Using Place Master Data to Drive Operational Activities
2
41
3
5Reporting & Analysis
Providing CROSSMARK, CPG’s and Retailers direct access to view activities at retail.
FinanceGL, Financial Planning & Analysis tools for managing the profitability of our business.
Billing & PayrollInternal system that collects work data and mileage, bills clients, and compensates employees.
Workforce ManagementTool that optimizes the work and collects
details for 35,000 field workers.
Retailer SolutionCROSSMARK system used by retailers
used to manage work within their stores.
32
• Simplification. New Force.com authoring platform for Locations that consolidates from four to one the ways Locations were being maintained.
• Faster updates and more accurate. New records went from 4 weeks of manual effort to 1 hour
• Improved accuracy. Eliminated 40,000 duplicate records and improved the accuracy of all records worldwide.
• Stronger client and customer communication. Cross-referencing capability that enables us to match client, customer, Nielsen and other location identifiers back to one CROSSMARK location.
Flawless
implementation!
800,000 locations migrated
0 hours business disruption
0 support tickets created
From up to 4 weeks to 1 hour on
average
The “Let’s Make a Bet” Project
33
Coming off a highly successful Location implementation, challenged the team to build a new end-to-end solution for our Services.
• Three-tier service definition.• Leveraged across the US, Canada, Mexico, and AsiaPac.• Dealing with our CPG, Retail, and Marketing work.• Is central to the accurate selling, planning, execution and measurement of over 30
million events per year.
• One month to build authoring & editing, implement domain in Dell Boomi MDM, integrate Force.com to Boomi MDM, and setup one subscribing system.
34
Success
100 top level services implemented
Custom Force.com application created
Integration to our data warehouse
(and BTW, did it in 3 weeks)
35
Our MDM Path
Start
Q2 2016
Services Domain
One month to create domain end-to-end for the definition of our services.
Q1 2016
CROSSMARK has been live on Dell Boomi MDM since August 2015.
Locations Domain
Four months to create domain end-to-end for the definition of our Locations.
36
Questions Domain
Driving standardization across our work activities.
Q3 2016
Q4 2016
Products Domain
Begin implementing consumer products domain with ordering and consumer product
attributes.
37
To be Continued…..
Additional Domains
We have identified 9 domains in total for mastering, including Employees, Clients, Customers, Products,
Services, Places and more.
38
Key Learnings
Far faster development than we expectedWe had working prototypes of the end-to-end process in place within 1 month. Algorithm development was the most complex, with 2 months of iterations.
Be pragmatic about “Expert” adviceWe ignored ½ of the Gartner “must dos to be successful,” and yet were very successful. Your implementation must reflect reality of your organizational readiness.
API Integration is very powerfulThe ability to integrate to external API providers is extremely powerful. We think it will enable the next waves of analytically derived master data.
Mock cutovers helpedWe did one mock cutover that exposed process challenges. Our full cutover went flawlessly.
Dell Has ListenedWe’re working with Dell on continued development in data stewardship and profiling capabilities. They have quickly embraced our suggestions and integrated them in their roadmap
39
THANK YOU
Rob Saker
Chief Data Officer, CROSSMARK
@robsaker