© 2007 ibm corporation master data management why should a dba care?
TRANSCRIPT
2
Agenda
Master Data Management and the Data Base Professional
Master Data Management Issues
An approach to solving Master Data Management
4
Surrounding the DBA
New and Old PressuresNew and Old PressuresOn Your BusinessOn Your Business
Technical ChallengesTechnical ChallengesOf Managing The DataBaseOf Managing The DataBase
Data Issues/Quality/Data Issues/Quality/GovernanceGovernance
DBADBA
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So, what’s of interest to the Data Base Professional
Companies are looking for– Cost reduction initiatives– Revenue generation initiatives– Cross-sell opportunities– ROI in 12 months or less
The Data Base Professional has a unique view into– Data Structures– Data Quality– Metadata– Enterprise data assets, especially those spanning multiple departments
The Data Base Professional has the unique position of interfacing between– The Physical– The Logical– The Enterprise
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Agenda
Master Data Management and the Data Base Professional
Master Data Management Issues
An approach to solving Master Data Management
8
Decouples master information from individual applications
Becomes a central, application independent resource
Simplifies ongoing integration tasks and new app development
Ensure consistent master information across transactional and analytical systems
Addresses key issues such as data quality and consistency proactively rather than “after the fact” in the data warehouse
Historical /AnalyticalSystems
Existing
Applications
MasterData
MasterData
Existing
Applications
MasterData
MasterData
Existing
Applications
MasterData
MasterData
Master Data
Management
System
New
Applications
What is Master Data Management?
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Party(Individual and Org
Customer, Employee,
Supplier, Partner, Citizen)
… to serve customersWho
Product(SKU, Bundle,Part, Service,
Assets)
… by delivering products and services to them
What
Account(Financial account,
loyalty points, agreement, contract)
… via effective understanding of their relationship with them
How
Enterprises exist …
Location
Primary Domains Product Party Account
Supporting Domains Location
Master Data Management 101:Strategic View
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MDM Builds on Infrastructure and Provides Context
RDBMS, XML Repositories, Unstructured Content Rep.
Standalone Business Object
Customer
Business Object with Interface Exposed as Services: Behavior
Customer checkCredit() fetchAddressHistory() mergeAccounts()
Business Object in the Context of Other Objects
CustomerProduct
Customer Specific Pricing
Val
ue
Pro
posi
tion
Infrastructure
Business
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The key word in Master Data Management isn’t “Data” … it’s ”Management”
Don’t confuse the symptoms with the root cause
Many organizations attempted to address only the symptoms and have used:
• Data cleansing tools• Data integration tools• Data-centric MDM
– The result? They didn’t solve the problem, data is still out-of-synch, and they have one more siloed repository
In order to solve the problem completely, address the root cause – the functionality that manages the data
– Collaboration – Data definition, creation, and synchronization with all consumers of data
– Operations – SOA data management functionality
– Analytics – Generate insight on master data
Other MDM vendors focus on the symptom (the data) and deliver data-centric tools. IBM is the only vendor who delivers Multiform MDM addressing the Management of master data for all uses and all domains.
Web Site Contact Center Enterprise Systems Data Warehouse
Customer
Product
Location
Order
Analytic / Insight
Supplier
Customer / Shipping
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Customer
Product
Location
Order
Analytic / Insight
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Product
Location
Order
Analytic / Insight
Customer / Shipping
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Customer
Product
Location
Order
Analytic / Insight
Supplier
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Account
Ro
ot
Cau
se
Sym
pto
m
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Symptom - Islands of key business data = no master data
Slow time to market for products,poor customer satisfaction,missed revenue opportunities
Today most companies have multiple repositories for key business data like customers, products, suppliers, locations, and accounts
This results in:
– Inability to understand the value of the customer
– Inconsistency in product data across systems
– Missed revenue opportunity due to slow product introduction process
– Inconsistent customer service across channels
Web Site Contact Center Enterprise Systems Data Warehouse
Customer
Customer / Shipping
Product
Location
Supplier
Order
Customer
Product
Location
Order
Customer / Shipping
Product
Location
Account
Order
Customer
Product
Location
Supplier
Order
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Symptom - A Distortion of reality
Siloed data does not accurately represent key business facts
Key Business Information Current Representation of Key Business Facts
Applications force you to manage data in silos and are not capable of accurately representing the key facts you need to run your business. Master Data Management is designed to manage a complete and accurate profile of all key data and provide each application with the appropriate profile.
Web Site Contact Center Data Warehouse
A Location …
Store #: 555
A Customer …Name: Jane SmithAddress: 123 OakAccount #: 44444Transaction: purchased a gas grill
A Product …
Name: Gas GrillSKU: 1111111Current Price: $550
Jane Smith
123 Oak Street
Gas Grill $550
Store 555
Grills Inc.
Purchased Gas Grill
J. Smith
Gas Grill $700
Oakmill Store
Purchased Tongs
Ship to: 123 Oak
Prop. Grill $550
Store 555
Account
Purchased Gas
Jane Smith-Brown
Propane Grill
Store 555
Big Grill Corp.
Purchased Gas Grill
Enterprise Systems
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Symptom - A deeper look at the customer data problemReduce customer satisfaction, decrease revenue, hinder relationships
Is a high value web customer
Yet… to the call center she is completely unknown
– Poor customer service
– High cost of service due to “multi call resolution”
Inability to act on customer insight leads to missed sales opportunities
Name: Jane F. Smith
“77% of 144 CIOs surveyed identified single view of customer as the single most important benefit of MDM”
Web Site Contact Center Data Warehouse
Name: Jane Smith
Customer Value: HIGH
Sales History:Products 1234, 5748
Address: 437 Easy St
Name:
Preferences:
Customer Value:
Name: Jane F. Smith
Cross-sell/Upsell Items:5432, 4355
Preferences:
Customer Value: HIGH
Address: 123 Main St
Account:
Address:
Sales History:Products 5748, 6574
Companies quantify impact of bad customer data:
66% indicate profitability of company as a whole was negatively affected by poor information quality
75% indicate bad customer data quality is harming customer service, quality and loyalty
52% identified integration of diverse systems as a major source of inaccurate information
Industry Drivers: Privacy Management, Basel II, “Do not Call” compliance, Patriot Act, Sarbanes Oxley, HIPAA
Companies quantify impact of bad customer data:
66% indicate profitability of company as a whole was negatively affected by poor information quality
75% indicate bad customer data quality is harming customer service, quality and loyalty
52% identified integration of diverse systems as a major source of inaccurate information
Industry Drivers: Privacy Management, Basel II, “Do not Call” compliance, Patriot Act, Sarbanes Oxley, HIPAA
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Symptom - A deeper look at the product data problemInconsistent Shopping Experience due to inconsistent data across channels.
Product SKU 11111
Product short description: Outdoor gas grill
Features: auto-shut off, rubber wheels, rotisserie, sound system
Price: Regular $700
Price: Sale $550 Expiry Sep. 30
Warranty 1 year
Return Policy 30 days
Outdoor Gas Grill
Name: Jane F. Smith
Price: $700
Features: sound system, rotisserie
Return Policy: 30 days
Product: Gas Grill
Return Policy: 30 days
Warranty: 1-year
“79% of Retailers and 61% of CPG manufacturers rank“item management” as their top priority”
Name: Jane F. Smith
Web Site Contact Center Store
Product: Outdoor grill
Return Policy: 30 days
Features: Auto shut-off,Rubber wheels, rotisserie
Price: $550 *Special*
Product: Gas Grill
Warranty: 1-year
Return Policy: 30 days
Product:
Cross-sell/Upsell Items:
Warranty:
Return Policy:
Price:
Stock:
Price: $550 *Special
Features:
Cross-sell/Upsell Items:5432, 4355
Warranty: 1-year
Features: Sound system,Rotisserie
Gaining control over product information results: Errors in data – 30% of data in retailers systems is wrong Lost productivity – 25 minutes manual cleansing per SKU, per year Slow time to market – 4 weeks to introduce new products Invoice deductions – 43% of invoices result in deductions Failed scans – up to 70,000 per week (1 large US Retailer) Lost sales – up to 3.5% per year
Source: A.T. Kearney, GMA, AMR
Industry Drivers: RFID, Waste Electrical and Electronic Equipment Recycling, Product Information Exchange Standards, Return of Hazardous Substances, Global Data Synchronization, Sarbanes Oxley, etc. (Yankee Group, 2005)
Gaining control over product information results: Errors in data – 30% of data in retailers systems is wrong Lost productivity – 25 minutes manual cleansing per SKU, per year Slow time to market – 4 weeks to introduce new products Invoice deductions – 43% of invoices result in deductions Failed scans – up to 70,000 per week (1 large US Retailer) Lost sales – up to 3.5% per year
Source: A.T. Kearney, GMA, AMR
Industry Drivers: RFID, Waste Electrical and Electronic Equipment Recycling, Product Information Exchange Standards, Return of Hazardous Substances, Global Data Synchronization, Sarbanes Oxley, etc. (Yankee Group, 2005)
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Root Cause – Current systems are a barrier
The “Master” Data Challenge
Which one is (or could be) the master for all key business data items?
Unfortunately, none of them can
They are all consumers (users) of data … they are not managers of that data– Different definitions of data
– Different usage requirements for data
– Only care about data from the narrow POV of their application business process
Web Site Contact Center Enterprise Systems Data Warehouse
Customer
Product
Location
Order
Analytic / Insight
Supplier
Customer / Shipping
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Customer
Product
Location
Order
Analytic / Insight
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Product
Location
Order
Analytic / Insight
Customer / Shipping
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Customer
Product
Location
Order
Analytic / Insight
Supplier
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Account
“Through 2010, fewer than 20 percent of large organizations will satisfy their single view of the customer requirement solely by using the data model and database beneath a vendors application suite.”
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Root Cause – Current Applications have caused the master data problemFragmented and incomplete data management functionality is the root cause of the master data problem
Web Site Contact Center Enterprise Systems
Each system has discrete and often contradictory functionality to manage data– Business processes – any process
related to data management and is reusable across applications
– Operational – functions for providing data to operational processes
– Collaboration – functions to define, collaborate, and manage master data definition & creation
– Analytics – functions to generate insight into data
Lack of consistency across the enterprise for master data functions is the root cause of the master data problem
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Customer
Product
Location
Order
Supplier
Customer / Shipping
Customer
Product
Location
Order
Customer
Product
Location
Order
Supplier
Customer / Shipping
Account
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Data is used by many applications, each for different reasons
– That means that each application
• Requires a unique set of data• Requires a unique set of functions to create and use that data• Requires different analysis of that data
The data lifecycle recognizes key facts
– Data is dynamic
– Data needs to be created, used, and analyzed in a variety of ways by data consumers
– Data management requires its own lifecycle management – creation, usage, analysis, event detection, refresh schedule, subscription management – are all data-centric processes
Root Cause - Understanding the data lifecycle
Application business processes arethe trigger for data creation, usage,and analysis – but their “siloed”functionality doesn’t address each others requirements
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Root Cause – Understanding the data lifecycle
Application business processesare the trigger for data creation,usage, and analysis – but theirsiloed functionality doesn’t addresseach others requirements
1. Product A is defined in the Enterprise system
Web Site Contact Center Enterprise Systems
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Analytics
Supplier
Collaboration
Product
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1. Product A is defined in the Enterprise system
2. Enterprise product data is synchronized to the web store
Different definitions of data results in errors
Root Cause – Understanding the data lifecycle
Application business processesare the trigger for data creation,usage, and analysis – but theirsiloed functionality doesn’t addresseach others requirements
Web Site Contact Center Enterprise Systems
BusinessProcesses
OperationalFunctions
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Analytics
Supplier Supplier
Collaboration
ProductX
Collaboration
Product
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1. Product A is defined in the Enterprise system
2. Enterprise product data is synchronized to the web store
Different definitions of data results in errors
3. A customer orders that product on the web store
Doesn’t identify the customer as a prior client
Web store captures a portion of the customer profile – first and last name, address, email address
Enterprise system processes to order and captures the client data only as a “ship to” address
Root Cause – Understanding the data lifecycle
Application business processesare the trigger for data creation,usage, and analysis – but theirsiloed functionality doesn’t addresseach others requirements
Web Site Contact Center Enterprise Systems
BusinessProcesses
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
Analytics
Supplier
Location
Supplier
CollaborationCollaboration
?ProductProduct
OperationalFunctions
OperationalFunctions
Customer / Shipping
Customer
Customer / Shipping
Order
Account
Order
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1. Product A is defined in the Enterprise system
2. Enterprise product data is synchronized to the web store
Different definitions of data results in errors
3. A customer orders that product on the web store
Doesn’t identify the customer as a prior client
Web store captures a portion of the customer profile – first and last name, address, email address
Enterprise system processes to order and captures the client data only as a “ship to” address
4. Product B is discounted in the Enterprise system
Change is not reflected in the contact center because the Enterprise system doesn’t understand who subscribes to that change
Root Cause – Understanding the data lifecycle
Application business processesare the trigger for data creation,usage, and analysis – but theirsiloed functionality doesn’t addresseach others requirements
Web Site Contact Center Enterprise Systems
BusinessProcesses
Analytics
BusinessProcesses
Collaboration
Analytics
BusinessProcesses
Analytics
Supplier
Location
Supplier
Collaboration
OperationalFunctions
Customer / Shipping
Customer
Customer / Shipping
Order
Location$ $$ Product
OperationalFunctions
Order
Account
OperationalFunctions
Collaboration
ProductProduct
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1. Product A is defined in the Enterprise system
2. Enterprise product data is synchronized to the web store
Different definitions of data results in errors
3. A customer orders that product on the web store
Doesn’t identify the customer as a prior client
Web store captures a portion of the customer profile – first and last name, address, email address
Enterprise system processes to order and captures the client data only as a “ship to” address
4. Product B is discounted in the Enterprise system
Change is not reflected in the contact center because the Enterprise system doesn’t understand who subscribes to that change
5. Customer orders product B via the call center Doesn’t get the correct discount Call center captures a different customer
profile – name, phone number, address
Root Cause – Understanding the data lifecycle
Application business processesare the trigger for data creation,usage, and analysis – but theirsiloed functionality doesn’t addresseach others requirements
Web Site Contact Center Enterprise Systems
BusinessProcesses
Analytics
BusinessProcesses
Collaboration
Analytics
BusinessProcesses
Analytics
Supplier
Location
Supplier
CollaborationCollaboration
OperationalFunctions
Customer
Customer / Shipping
Order
Location
Order
ProductProduct
Customer / Shipping
Order
Account
OperationalFunctions
OperationalFunctions
Customer
Customer / Shipping
Location
Product$
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Root Cause – The end result, the majority of data is incorrect
These are the key facts aboutyour business that directlyimpact your success
Very quickly, data will become
– Out-of-synch
– Incomplete
– Inaccurate
The root cause is separate application functionality for data-centric functionality
How many transactions does your organization process each day?
If the root cause is the application function itself, how can you keep up with the pace of enterprise data corruption
Web Site Contact Center Enterprise Systems
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Supplier
Account
Supplier
Customer
Product
Location
Order
Customer / Shipping
Customer
Product
Location
Order
Product
Location
Order
Customer / Shipping
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Master data is treated as a data model and low-level data access functionality– “A common data model will solve your
data problems”
Key master data management functionality remains in the consuming applications (their application suite)
End result = data problems will continue and you will have “one more incorrect database”
Application Centric View
Application may notseparate master data functionfrom application function
Limited Data Integration CapabilitiesLimited Data Integration Capabilities
Web Site Contact Center Enterprise Systems
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Master Data Management in Application Suite
Conclusion:
”Data Consumers don’t make good data managers”
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Niche solution typically focus on only one domain and one usage scenario
But your requirements are for multi-dimensional usage of data across multiple domains
You end up starting with the vendor’s domain, then realize you can’t build upon what you have
Most of these vendors offer very limited integration functions – they attempt to integrate data but are not robust enough to perform
Niche Solution – Master Data Management from single-faceted perspective
Niche solution often address onlyone usage pattern or domain,
CustomerCustomer CustomerCustomer
Operational Location
Collaborative Customer
ProductProduct
Analytical Product
LimitedData Integration
Web Site Contact Center Enterprise Systems
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
LimitedData Integration
LimitedData Integration
Conclusion:
”You can’t get there from here with niche solution, it may not have the breadth of MDM functionality”
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Your infrastructure looks like this …
Keeping Data Integration in the picture
…but data integration complexity is downplayed
As most data sources are also consumers the integration of data and applications is challenging.
Enterprise Data Warehouse
WebSite
Enterprise Applications
SOURCESOURCE CONSUMERCONSUMER
CallCenter
Process ComponentsInformation
Event Management Data Quality Management Data Governance
IBM Master Data Management
Event Management Data Quality Management Data GovernanceEvent Management Data Quality Management Data Governance
IBM Master Data Management
Industry SOA Business Processes Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDMOperational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Customer
Customer / Shipping
Product
Location
Product
Location
Supplier
Account
Supplier
Account
Integration is about more than having a set of staging tables or a message queue adapter
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Agenda
Master Data Management and the Data Base Professional
Master Data Management Issues
An approach to solving Master Data Management
29
Separation of common data functionality into an enterprise application
Integration of data function via business services to serve all data consumers
Master data management is complementary to application processes– It provides applications
with accurate and complete data about all key business entities
A Harmonized Solution approach
Separation of applicationfunction from data functionto create common dataprocessing capabilities
Web Site Contact Center Enterprise Systems Data Warehouse
Customer
Product
Location
Order
Analytic / Insight
Supplier
Customer / Shipping
Customer
Product
Location
Order
Analytic / Insight
Product
Location
Order
Analytic / Insight
Customer / Shipping
Customer
Product
Location
Order
Analytic / Insight
Supplier
Account
Event Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDM
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
BusinessProcesses
OperationalFunctions
Collaboration
Analytics
Customer
Customer / Shipping
Product
Location
Supplier
Account
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Understanding Data Managers v. Data ConsumersBuilding a system of checks and balances betweendata processes and application processes
Manager Consumer
Collaborative Usage Definition of enterprise reference data Definition of data required for the application
Operational usage Business services to meet multiple consumer requirements
Functions narrowly defined by application-specific requirements
Analytic usage Analytics defined from enterprise POV and driven by data change
Analytics required for in-transaction decisions, does not factor in change in other systems
Business processes Designed to manage data-centric processes and cross application enterprise processes
Designed to manage application-specific business processes
Event management Defined from enterprise (cross application) POV – events trigger actions and notifications to applications
Defined from narrow application POV and don’t impact other applications
Data quality Managed across applications as part of master data business processes
Managed after the business process is completed (after the fact) and not synchronized with other applications
Data Governance Enterprise rules of data access, audit trail of data usage and subscription management
Siloed application rules do not account for enterprise data governance rules
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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A Harmonized Approach to Master Data ManagementKey Characteristics
Multiform MDM– Multiple Styles
• Collaborative MDM – Definition, creation, synchronization
• Operational MDM – SOA management of master data
• Analytical MDM – Analysis and insight
– Multiple Domains• Support for multiple
master data subject areas
– Enterprise business processes - SOA industry models• Integrate master data
with data consumers (business applications)
Event Management Data Quality Management Data Lifecycle Mgmt
Master Data Management
Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Product
Location
Supplier
Account
Web Site Contact Center Enterprise Systems Data Warehouse
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Multi-Style
– Collaborative MDM• Authoring, workflow, check in/out
services to support collaboration on master data creation, management and quality control
– Operational MDM• Business services to ingest master
data from range of sources, manage it and fulfill all consumer uses of master data
• Over 500 Business Services• Act as “System of Record”
– Analytic MDM • Identity resolution & relationship
discovery• Master data simplifies input to
analytical environments (DWs) and improves quality (MDM is source)
• Enterprise reporting and analytics• Industry-specific data warehouses
Multi-Domain
– Support for Customer, Product, Account, Location, Supplier ….
Data Quality Management
– Duplicate record processing
– Data validation, cleansing & standardization
Event Management
– Event detection & management
– Notification to business processes and systems
Data Lifecycle Management
– Data Governance
– Data access management
– Auditing, enterprise rules and policies
Master Data ManagementCore Capabilities
Event Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Product
Location
Supplier
Account
Event Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Event Management Data Quality Management Data Lifecycle MgmtEvent Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Industry SOA Business Processes Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDMOperational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Customer
Customer / Shipping
Product
Location
Product
Location
Supplier
Account
Supplier
Account
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Service Oriented Architecture
Standards-based, Open
Application and Process
Neutrality
Domain-centrity/Multi-domain
capable
Multi-styles capable
Highest Performance and Scalability
Extensibility, while safeguarding upgradeability
Flexibility and Modular
Reactive and proactive
Master Data Management ApproachKey Technology Aspects
Event Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Product
Location
Supplier
Account
Event Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Event Management Data Quality Management Data Lifecycle MgmtEvent Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Industry SOA Business Processes Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDMOperational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Customer
Customer / Shipping
Product
Location
Product
Location
Supplier
Account
Supplier
Account
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Flexible, scalable repository managing and linking product, location, trading partner, organization, and terms of trade information
Tools for modeling, managing, capturing and creating this information with high user productivity and high information quality
Integrating and synchronizing this information internally with legacy systems, enterprise applications, repositories and masters
Workflow and solutions for supporting multi-department and multi-enterprise business processes
Exchanging and synchronizing this information externally with business partners
Leveraging this information via many internal and external electronic and human touch points
Master Data ManagementCollaborative MDM
Event Management Data Quality Management Data Lifecycle Mgmt
Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Product
Location
Supplier
Account
MDM Process Services
Initiate NPI Workflow
Check-out Item
Publish Catalog
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Build from the ground up as an SOA solution
Extensive range of business services (500+)
Designed for integration with operational applications
Contains both large and fine grain services
– Add customer (large grain)
– Update account
– Get product
Flexibility
– Easily extend or build new services from existing services
– Fit product to meet the process, not vice-verse
Business services are “intelligent” containing packaged and configurable interfaces to business logic components
Master Data ManagementOperational MDM
Event Management Data Quality Management Data Lifecycle Mgmt
Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Product
Location
Supplier
Account
MDM Business Services
Add Customer
Open Account
View hierarchy
profile
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Master Data ManagementAnalytical MDM
Analytical MDM addresses the need to augment MDM operational services with “inline” decision support analytics for purposes of reducing risk of increased costs, regulatory or reputation damage such as through:– Compliance Adherence– Thread and Fraud Detection– Conflict Management
Note -- MDM integrates with traditional Analytics (Data Warehouses) as source of quality data to the DW and as consumer of DW information (e.g. lifetime value information)
Event Management Data Quality Management Data Lifecycle Mgmt
Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Product
Location
Supplier
Account
MDM “Inline” Analytics Identify Thread/Fraud
Conflict of Interest
AML Alerts
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The master data profile provides the current, accurate and complete business entity data to all systems and channels
Maintains detailed data on all key business entities
– Customers & parties
– Product
– Account
– Hierarchies
– Location
– Relationships…..…..
Cust. Ship-to
Product:Gas Grill
Customer:Jane Smith
Supplier:Big Grill Co.
Master Data ManagementThe complete master data profile
Location Account
…..
Address: Home - 123 Main StBilling – 437 Easy StPrivacy Preferences: Solicitation - No
Sales History: Product 1234, 5748, 6574
Customer Value: High
Interaction History:Service Issue 4/23/06Web Order 2/2/06Store Order 1/5/06
RelationshipsHousehold Daughter – Jenny Husband – JohnEmployer – IBM
Life Events:Daughters BirthdayWedding Anniversary
Demographics:Income - $100,000Interests - RunningAge - 41
Identifier IDs
Agreements & ContractsService ContractWarranty
X-Sell / Up-Sell Items: 5432, 4355
Master Data Services
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MDM and Data Warehousing
Master Data Management (MDM) and Data Warehousing (DW) complement each other; they have significant synergies– MDM and DW provide
quality data to the business but MDM is valuable beyond the DW for 2 reasons• Latency• Feedback
Analytic Services (DW Models,
Identity Services & Predictive Analytics )
DataServices
Metadata
– MDM and DW have different use cases• MDM provides a “golden” source of truth that is used collaboratively for authoring,
operationally in the transactional / operational environment and supports the delivery of "quality" Master Data to a DW system
• DW systems are a multidimensional collection of historical transactional data that may be include than Master Data used to determine trends and create forecasts
• Introducing MDM enhances the value of existing DWs by improving data integrity and closing the loop with transaction systems
Event Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Product
Location
Supplier
Account
Event Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Event Management Data Quality Management Data Lifecycle MgmtEvent Management Data Quality Management Data Lifecycle Mgmt
IBM Master Data Management
Industry SOA Business Processes Industry SOA Business Processes
Operational MDMCollaborative MDM Analytical MDMOperational MDMCollaborative MDM Analytical MDM
Customer
Customer / Shipping
Customer
Customer / Shipping
Product
Location
Product
Location
Supplier
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Supplier
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MDM and Your Enterprise Architecture
Master Data Management is a critical layer in an Information Architecture
Key differentiator – trust – IBM will be there, we’ve done it before – we have services, support, training to make this work!
Key message – MDM isn’t a standalone packaged application, it’s integrated with everything – you want to work with a vendor that understands integration infrastructure
Legend:
Master Data Management Services
Master Data Integration Services
Supports developing InformationIntensive Solutions
Master Data &InformationIntegration
Others..
Data Sources
Security and Privacy
Systems andInfrastructure
Systems Management & Administration
Systems Management & Administration Network & MiddlewareNetwork & Middleware Hardware & SoftwareHardware & Software
Data Repositories AnalyticalAnalytical MetadataMetadataUnstructuredUnstructured
Info
rmat
ion
Se
rvic
es
Data ServicesData Services Metadata ServicesMetadata Services Content ServicesContent Services
Analysis &Discovery
Query, Search & Reporting
Query, Search & Reporting MiningMining MetricsMetrics VisualizationVisualization
ETLETL
Operational Operational Master DataMaster Data
InformationIntegrity
InformationIntegrity
IdentityAnalyticsIdentity
Analytics
SemanticReconciliation
SemanticReconciliation
EAIEAI EIIEII Balance andControls
Balance andControls
LifecycleManagement
LifecycleManagement
Master Data Event Management
Master Data Event Management
AuthoringAuthoring
EmbeddedAnalytics
EmbeddedAnalytics
Access Web BrowserWeb Browser PortalsPortals Web ServicesWeb Services DevicesDevices DeliveryDelivery
Tra
ns
po
rt
an
d
Co
lla
bo
rati
on
Content Mgmt Applications
Hierarchy &Relationship Mgmt
Hierarchy &Relationship Mgmt