The heady excitement of using a new application often gives way to the question of “what are we going to do with the data after the summer fades?” With the explosive growth of data in cloud-based applications and platforms, organizations of all sizes must therefore have a strategy to achieve a lasting customer view in order to stay ahead of the competition. In this lesson we’ll delve into the challenges associated with cloud data quality and master data management. We’ll explore how to automate data cleansing, validation and consolidation of data from external systems.

1. Cloud Integration and Data
Management Summer School
Lesson 2:
Using Cloud MDM to Deliver a Single View of Your Customer
Clive Bearman, Director of Marketing, Informatica Cloud
Steven Mitchell, MDM Evangelist, Informatica Cloud
Martyn Leman, MDM Consultant, Cloud Perspective Ltd.

2. Summer School Overview
• Curriculum
• Good News - No test!
• Complete all 3 lessons receive gift card for a summer treat
Lesson Title Date
1
Don’t Get Cast Away on a Data Island
The Essential Guide for Connecting to Salesforce
Tues 6/18
10:00 am PST
2
Customer Relationships Don’t End In September
Using Cloud Master Data Management to Deliver a Single View of Your Customer
Thurs 7/18
10:00 am PST
3
Working from the Beach
Mobilizing Processes for the Smart Phone Generation
Thurs 8/15
10:00 am PST

3. 3
Why are there 3
lessons?

4. 4
There are 3 BIG
challenges.

5. 5
1
Salesforce
Becomes
Another
Data Silo
2
Salesforce
Data
Becomes
Inconsistent
3
Salesforce
Users
Corrupt
The Data

6. Today’s Lesson
• Goal
• Understand Salesforce data management challenges
• Faculty
• Clive Bearman, Director of Marketing, Informatica Cloud
• Steven Mitchell, MDM Evangelist, Informatica Cloud
• Martyn Leman, MDM Consultant, Cloud Perspective Ltd.
• Lesson Plan
• Salesforce data management challenges
• Delivering a single view of the customer
• Demonstration
• Data management best practices
• Universal MDM from Informatica
• Q&A
• Homework assignment

7. 7
What’s wrong
with inconsistent
Salesforce data?
(Nothing, if you don’t want a lasting
relationship.)

8. Typical Salesforce Data Management Challenge
8
4
1 2
3
LEAD
LEAD
LEAD
Content created
• Manual data entry
• Marketing activity
• Automated integration
LEAD
Rampant duplication
• Data invalid
• Data inaccurate
• Incomplete data
Business Impact
• Inaccurate forecasts
• Loss productivity
• Adoption issues
Salesforce sprawl
• Multiple instances
• Different data definitions
• Inconsistent processes

9. Delivering a “Single View of the Customer”
9
Data
Quality
• Accurate data
• Complete data
• No duplicate data
• Valid data
Data
Visualization
• Hierarchy management
• Multi-source data
• Multi-dimension views
Data
Consolidation
• Field standardization
• Golden-master record
• Multiple Salesforce orgs
• Multiple geographies

10. Powerful and Proven Data Quality
Informatica Cloud MDM
10
Cleanse
Relate
4
1
Enrich
2
3
Consolidate
De-duplication
Point-of-entry de-dupe
Fuzzy matching
Field standardization
Email & address validation
3rd party data augmentation
Golden master
Schedule/Event-based merge
Multi-org synchronization
Single customer view
Multi-source hierarchy
Multi-dimension hierarchy
&

11. Single View of the Customer in Action
Cleanse
Relate
4
1
Enrich
2
3
Consolidate
LEAD
LEAD
LEAD
Content created
• Manual data entry
• Marketing activity
• Automated integration
LEAD
Established uniqueness
• Validate data
• Add missing data
• Complete data
Use the view
• Increase revenue
• Better customer service
• Reduce business risk
Improved data quality
• Build single view
• Construct hierarchy
• Synchronize data
LEAD
&
11

12. Demonstration
Steven Mitchell
MDM Evangelist, Informatica Cloud

13. Please Face Forward for the Demonstration
13
• Standardization
• De-duplication
• Securing point of entry
• Consolidation
• Hierarchies

14. Data Management Best Practices
Martyn Leman
MDM Consultant, Cloud Perspective Ltd

15. Cloud Perspective
 Informatica Cloud Certified Partner
 Salesforce.com Cloud Alliance Partner
 Salesforce.com ISV Partner
 Data is our passion and we deliver:
• Cloud MDM (Master Data Management)
• Data Migration
• Data Integration
• Training / On-Boarding
 We have delivered, or been influential
in, all major Informatica Cloud MDM
implementations World-Wide
© Cloud Perspective 2013

16. Tried and Tested Methods
© Cloud Perspective 2013
Plan Analyze Design
and Build
Validate
and Deploy
Ensure
Ongoing
Success
Establish Scope
Project Plan
DQ Data Quality Resolutions
Technical
Workshop Require-
ments
Sign-off
Document
and Scope
Design
Sign-off
Document Use &
Test Cases
Solution Build
Manage Data
Test Solution
Iterative
Reviews Project
Sign-off
Knowledge
Transfer
Project Closure
Address Issues
Collect lessons
learned &
Feedback
Transition to
Support

17. DQ – Data Salvation
© Cloud Perspective 2013
Data Salvation
Salesforce
Reporting
Segment
Analysis
Educate
• The Implementer
• The Customer
• The Process
Data
Salvation
Analysis
Client
Review
Install
and
Config
Synch
Accounts
Dupe
Check
Client
Review
Fine Tune
Results
Client
Review
Go Live

18. Data Analysis
 Before starting any initiative
• Thoroughly understand your data.
 The better the data quality
• The better the results will be all round.
In addition, we help you understand your data and identify
areas for improvement.
 Typical areas for analysis
• Completeness and consistency of addresses, including
• Country, State/Province, Phone numbers, Email addresses.
 Patterns of data
• Recurring account names (e.g. Days Inn Hotel, Burger King)
 Best fit data for matching and duplicate checking
• How are duplicates identified?
• Which fields inform the process?
© Cloud Perspective 2013

19. Deployment Success - Example
18/07/2013 © Cloud Perspective 2013Page 19
Data Salvation
analysis identifies
the holes in the data
A 2nd run after
enrichment shows
that the holes have
been plugged!

20. Performance Tuning & Segment Analysis
© Cloud Perspective 2013
• Cloud Perspective offers optimization for Cloud MDM
• The “Segment” in Cloud MDM is a field used for segmenting records.
• It determines which records will be compared for fuzzy matching
• Reduces the total number of records being compared and ensures that
Salesforce.com Governor limits are respected.
• Speeds up processing
• Data Analysis helps us to identify
• The best source fields to use to build the segment.
• The batch acceleration level required to get optimum performance.

21. Cloud MDM Examples
• Premier League British soccer team
• Multiple sources including, season ticket,
regular ticketing, club shop etc., in built
duplication
• Allergan, Inc.
• Multi-specialty healthcare
• Hybrid, hub and spoke solution, central
repository, single view of the customer in
Salesforce
• Interactive Data Corp
• Financial services
• New Salesforce implementation
• Multiple sources including flat file
• Known data issues
21

22. Cloud MDM Multidomain MDM
Cloud MDM and Multidomain MDM
22
Cloud-based multitenant
SaaS MDM application
optimized specifically for
Salesforce
Cloud
MDM
Multidomain
MDM
Generic MDM application
to reconcile multidomain
master data across all
systems
• Resides within Salesforce
• Multitenant architecture (Force.com)
• Consolidates data within Salesforce
• Multidomain data model
• Operational and Analytical use
• On-premise / hosted deployment
Sample Customers

23. • Consistent customer and
relationship data across
Salesforce and Enterprise
• Faster data synch from
Cloud MDM to Multidomain
MDM
• Standardized customer
data from Cloud MDM fed
into Multidomain MDM
• Fewer duplicates passed
on to Multidomain MDM
• View product hierarchies,
sales territory hierarchies,
sphere-of-influence
relationships from
Multidomain MDM within
Salesforce
Universal MDM Benefits
Informatica Cloud MDM to Universal MDM
23
Multidomain
MDM
Cloud
MDM
Third Party
DataApplications
Multidomain
HCP/ HCO
Employee
Location
Product Item
Business
Intelligence
Universal MDM

24. Questions and Answers

25. Homework Assignment
25
1
2
3
Read MDM “Best Practice Guide”
InformaticaCloud.com/summerschoolguide
Get social & tell a friend
Follow @cloudmdm on Twitter
Come to the final lesson
Thursday August 15th 10:00 am PST
“Working from the Beach”
Mobilizing Salesforce Processes for the Smart Phone Generation”

26. Appendix

27. Cleanse
27
1
De-duplication
Point-of-Entry de-
dupe
Fuzzy Matching

28. Enrich
28
2
Field
standardization
Email & address
validation
3rd party data
augmentation

29. Consolidate
29
3
Golden master
record
Scheduled & event-
based merging
Multi-org
synchronization

30. Relate
30
4
Single customer
view
Multi-source
hierarchy
Multi-dimension
hierarchy

31. Contact Cloud Perspective at:
Cloud Perspective Limited
Wigan Investment Centre
Waterside Drive
Wigan
WN3 5BA
www.cloudperspective.co.uk
Email: info@cloudperspective.co.uk
Tel: +44 1942 705259
© Cloud Perspective 2013