Bhawani prasad mdm-cdh-methodology

1. 11
Business Intelligence (BI) Capability
MDM - Customer Data Hub
Prepared By :
Bhawani Nandan Prasad

2. 2
Mastering Customer Data
1. Customer Data Hub (CDH) architectural overview
2. Different data hub approaches
• Registry Technique
• Co-existence Technique
• Transactional Technique
3. CDH Build Methodology (within a Development Life
Cycle)
4. CDH Deliverables along the way
5. Customer Data Hybrid data model
6. Enterprise customer example

3. 3
Business Processes & Systems
Master Data Account/Contacts/Partner and then Product/Pricing, Workforce, others)
(Identity Management
Data Delivery Platform (Real-time ODS , Aggregation Layer, Analytics, Predictive Modleling)
Business Services/Web Services – SOA
Call Center
eStore
Orders
Credit Card Processing
Mktg Apps
Customer Segmentation
& List Generation
Marketing Campaigns
Marketing Performance
Cleansing/De-duping
Lead Routing
Predictive Modeling
Forecasting
Whitespace
Campaign Planning
Customer Profiling
CRM/PRM
Opportunity/Lead Mgmt
Direct Sales
Channel Sales
- Partner Center
- Deal Reg Mgmt
Quote Generation Order Mgmt
Credit Mgmt Product/Pricing
Invoicing/Billing Credit Card Proc
Account Mgmt Auto Fulfillment
Financial Mgmt Human Resources
Contract/Agreement Management
ERP
Sub Center
Sub Customers
Service Requests
Agreements, Contracts
Electronic Fulfillment,
Activation/Registration
Sterling
EDI
ERP Assets Mgmt, Entitlements, Procurement
Incentive Programs
AOE
Single OE
Partner Center (service)
Service/Contracts
Renewal Opty
(int/channel)
Marketing Sales Service SalesFulfillment
Market
Contacts /
Responses
Leads
Opportunities /
Deals
Quotes
Orders
Fulfillment
Registration
/ Activation
Service /
Support
Renewals

4. 4
Business Processes & Systems (DATA)
CONTACT OPPORTUNITY
PROSPECT
CUSTOMERLEADCUSTOMER
PARTNER
PRODUCT & PRICING
ORDERS
CUSTOMER PROFILE/SEGMENTATION
OPPORTUNITY
ASSETS/ENTITLEMENTS
CONTRACTS / AGREEMENTS
SUBSCRIPTIONS
QUOTES
COMP PLANS/QUOTAS
COMMISSIONS
SALES TERRITORY/GEO
DEALS
REGISTRATIONS/ACTIVATIONS
Parent
(Company)
Account
Campaign/
Event
Marketing Sales Service SalesFulfillment
Market
Contacts /
Responses
Leads
Opportunities /
Deals
Quotes
Orders
Fulfillment
Registration
/ Activation
Service /
Support
Renewals

5. 5
MDM
Customer
Data
Auditing
Customer
Data Model
Hierarchy
Mgmt
Data
Standardization
Data
Cleansing
Data
Purge/Arch
Data
Recognition
Data
Enrichment
Business
Rules
. . . .
ERP
D&B M&A
Siebel
Partner
• Governed/Owned
by the Business
(steward)
• Technically enabled
by IT (custodian)
Must have a Customer
Identity Strategy!
SFDC

6. 6
Analytics
Views
Customer Data Hub’s by Segment
360 °
Customer
Transaction
Views
Historical
Analytics
Real Time
Analytics
Customer
Service
Customer
ID Mgmt
Customer
Loyalty
Etc.
Consumer
Enterprise
Partner/Channel
“Other”
Sales
Entity

7. 7
Workflow
WS EAI ETL/EII
Analytics
Views
Integration services
ODS
360 °
Customer
Transaction
Views
Historical
Analytics
Real Time
Analytics
Customer
Service
Customer
ID Mgmt
Customer
Loyalty
Etc.
DW
. . . .
ERP
D&B M&A
Registry
TechniqueLocal ID1
Local ID2
Party ID local ID1 local ID2
10000 34598 98743
34598
98743
10000
•Authoring at Spokes
•Cross Reference Only (attributes not mastered in hub)
•Provides links to sources (that may not share the same data model)
•Non-invasive (easier to implement, but less attribute consistency)
Global ID = 28110
DM

8. 8
Workflow
WS EAI ETL/EII
Analytics
Views
Integration services
360 °
Customer
Transaction
Views
Historical
Analytics
Real Time
Analytics
Customer
Service
Customer
ID Mgmt
Customer
Loyalty
Etc.
. . . .
D&B M&A
Co-Existence
Technique
Party ID Party Name Party Addr local ID local ID2 DUNS#
10000 ABC Ltd 390 Baker Rd 34598 98743 65412
• Authoring at Spokes AND at Hub possible (not subscription)
• Cross References and Golden Record stored at hub
• Maps attributes to common data model
• Extended Attributes
• High Attribute consistency
34577 IBM Inc 983 NY Ave 56789 54321 78902
Global ID = 28110
ERP
Party ID
Local ID1
Local ID2
98743 ABC Ltd 390 Baker Rd
10000 ABC Co 390 Baker Rd
34598 ABC Ltd 390 Baker Rd
10000
ODS
DW
DM

9. 9
Analytics
Views
360 °
Customer
Transaction
Views
Historical
Analytics
Real Time
Analytics
Customer
Service
Customer
ID Mgmt
Customer
Loyalty
Etc.
Transactional
Technique
• Authoring at Spokes AND at Hub possible (consumes changes from hub)
• Cross References and Golden Record stored at hub
• Maps attributes to common data model
• Extended Attributes
• High Attribute consistency, High cross systems consistency
Workflow
WS EAI ETL/EII
Integration services
D&B M&A
Party ID Party Name Party Addr local ID local ID2 DUNS#
10000 ABC Ltd 390 Baker Rd 34598 98743 65412
Global ID = 28110
ERP
Party ID
Local ID1
Local ID2
98743 ABC Ltd 390 Baker Rd
10000 ABC Co 390 Baker Rd
34598 ABC Ltd 390 Baker Rd
10000
ODS
DW
DM
34577 IBM Inc 983 NY Ave 56789 54321 78902

10. 10
CDH Build Methodology
2
3
4
5
6
1
1
1
1 1
1
1 Data Analysis/Data Assessment (spokes)
2 Data Analysis/Master Data Model (hub)
3
Identify/Define
participation model
4
Overall/Broader
architecture participation
5
Define Governance,
Stewardship, business org
Define Business
logic/workflow
6
7 Build/Deploy
Hub
Spoke
Integration
Broader
Architecture
7
3rd party
service

11. 11
CDH Build Methodology
Data Analysis/Data Assessment ** SPOKES **
1
1
1
1 1
1
Hub
Spoke
Integration
Broader
Architecture
Data Analysis/Data Assessment
- Def’s, Models, Attributes
- Use cases/Data accesses
- Volatility/Frequency/Velocity
- Data Quality assessment
- Dependencies
Upstream/Downstream
- Rules being applied
- Standards being applied
- Logic being applied
- What we have and
what we need
1
3rd party
service

12. 12
CDH Build Methodology
Data Analysis/Master Data Model ** HUB **
2
Hub
Spoke
Integration
Broader
Architecture
Data Analysis/Master Data Model
- Def’s, Models
- Identify Core Attributes and
Relationships (scope)
- Use cases/Data accesses
> starting with CRUD
- Understand the data
Volatility, Frequency, Velocity
- Identify cross Reference &
Registry needs
- Identify Extended Attributes
- Start identifying the rules
that we need applied
- Start identifying the
standards that we need
applied
- Start identifying the logic
that we need applied
2
3rd party
service

13. 13
CDH Build Methodology
Define Business Logic/Workflow ** HUB **
3
Hub
Spoke
Integration
Broader
Architecture
Define Business Logic/Workflows
- Identify and map out the
hub based business logic
needed
- Validate that all Use cases
and Data accesses are
addressed
- Factor in Volatility,
Frequency, Velocity
- Clearly identify all major
Workflows (automated or
one’s with human interface)
- Dependencies identified
- Identify rules logic to be
applied at the hub (cleansing
rules, so on)
- Identify standards to be
applied at the hub
3
** This may include calls to third party services (matching, cleansing, validation, so on)
3rd party
service

14. 14
CDH Build Methodology
Define Participation Model ** HUB/SPOKE **
4
Hub
Spoke
Integration
Broader
Architecture
Define Hub/Spoke Participation Model
- Identify and define how each
spoke interacts with the hub
AND with each other
(termed participation model)
- Cleary identify and define
each inbound and outbound
behavior in terms of publish,
subscribe
(provider/consumer)
- Remember, we are defining
a microcosm of organisms
that must now live together
(not a silo)
4
3rd party
service

15. 15
CDH Build Methodology
Overall/Broader Architecture Participation
5
Hub
Spoke
Integration
Broader
Architecture
Define overall/broader architecture participation
- Clearly identify how the
MDM customer data is to be
utilized in the broader
company architecture
- Examples are with ODS,
Sales, Marketing, Finance,
EDW, WS’s, SOA, so on.
- This new microcosm must
now fit into the broader
universe of your other
systems
5
3rd party
service
Other
Platforms
and Systems

16. 16
CDH Build Methodology
Define Governance, Stewardship, Business Org.
6
Hub
Spoke
Integration
Broader
Architecture
Define Governance, Stewardship, and Business Organization
- Clearly identify how the
MDM of Customer data is
managed from the business
side (process, workflow,
ownership, coordination,
and with a liaison into IT –
the custodians)
- Create a stewardship model
and organization. This may
include a steering
committee that acts as a
policy maker and
compliance
arm of this key data
category
6
3rd party
service
Other
Platforms
and Systems

17. 17
CDH Build Methodology
*** Deliverables and Artifacts ***
Metadata/Model
Hub
Spoke
Integration
Broader
Architecture
3rd party
service
Other
Platforms
and Systems
Business Logic
Participation Model
Broader Architecture
- Core attributes to be managed
- Party-based mappings (hub/spoke)
- Cross Reference Identities/Registry
- Ownership model
- Data Models (hub/spokes)
- life cycle (archive, purge, availability)
- Workflow
- Merge, match, Dedupe logic
- standardization, cleansing
- Data sync needs
- Mappings/context
- Transformations needed
- Logical/physical merge approach
- Frequency/Velocity requirements
- Inbound/Outbound definitions
- Contributing Attributes from each spoke to the hub
- overall publishing/subscribing needs (frequency/volatility)
- Other system interfaces
(Upstream/downstream)
- General exposure methods (WS,
API, Services)

18. 18
CDH Build Methodology
Enterprise Customer Phase I
Hub
Integration
Broader
Architecture
Trillium
(Cleansing
& Match)
Aprimo
ABC.com
Siebel/CRM
Accounts
Accounts
Contacts
Accounts
Contacts
Next Spoke
Match
Publish
Subscribe
Enrich DNB
(enrichment)

19. 19
CONTACT (Person) ACCOUNT (Organization)
Customer
Account
Customer
Account
Site
Parties
R17
Enterprise Customer (Hybrid-Party Model)
Contact
Profile
Account
Profile
GROUP
Agreements
Agreement
Contacts
Agreement
Role
Agreement
Role
Types
GEO Unit
GEO Unit
Relationship
Geo
Structure
Geo
Level
Account
Role
Types
Account
Contact
Contact
Roles
Contact
Role
Types
Relationships
Hierarchies
Agents/Partners
Relationship Types
External
Enrichments
(D&B, etc)
Hierarchy
Level
Hierarchy
Types
Product
Authorization
Product
Authorization
Types
Product
Authorization
Groups
Contact
Preferences
Account
Types
Account
Type
Types
R18 TBD
Location
Account
Roles
- R17

20. 20
Enterprise Customer example
“ERP Customer # (Bill to)”
“342990667”
“100022”
“29903689”
“DUNS#”
“SFDC Reference”
“Jane Doe”
“Parent to Subsidiary”
“45669994”
“General Electric – Satellite Div”
“General Electric – Corporate”
“64909977”
“DUNS#”
“Partner/Channel (sell thru)”
“IM2990699”
Org (Party)
Party
Hierarchy
Extended
Attributes
“Contact”
“3689”
“General Electric”
“102099994”
Org (Party)Highest level
Sales Entity
“Parent to Subsidiary”
Person (Party)
Org (Party)
Org (Party)

21. 21
Questions?
Send me emails at:
Bhawani.prasad@agreeya.net