Jean-Michel Collomb, Enterprise Architect, MDM Program Manager, Global Business Services, Amadeus

1. Multidomain MDM
Gartner MDM Summit 2014
Jean-Michel Collomb
Enterprise Architect
MDM Program Manager
©2013AmadeusITGroupSA

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Index
_ Amadeus presentation
_ MDM Program Overview
_ Workforce MDM
_ Product MDM
_ Reference Data Management
_ Conclusion and advices
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Amadeus…

4. Our solutions facilitate journeys and enrich the travel
experience for hundreds of millions of people every year.
to shape the
future of travel
©2014AmadeusITGroupSA
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We are working together with
our customers and partners
We have a clear purpose

5. Amadeus is a technology company dedicated to the
global travel industry.
We are present in 195 countries
with a worldwide team of more than 11,000 people.
Our solutions help improve the
business performance
of travel agencies, corporations, airlines,
airports, hotels, railways and more.
©2014AmadeusITGroupSA
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Amadeus in a few words

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©2014AmadeusITGroupSA
A history of shaping the future of travel

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Connecting
the travel industry
©2014AmadeusITGroupSA

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We support the traveller life cycle
Post-trip
On trip
Pre-trip Book
Shop
Inspire
©2014AmadeusITGroupSA

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MDM Program Overview

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MDM Program
Scope
Workforce
• Employee
• Organization
• Location
Product
• Product
• Project
• Service
• Application
Customer
• Account
• Contact
• Groups
• Contract
Vendor
• Vendor
• Supplier
• Partners
Reference
• Geography: Countries, Cities,…
• Commercial structure
• Airports, Airlines,…
• ..
Complexity
Priority

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MDM Program
Roadmap
2013 2014 2015
Workforce
domain
Product
domain
Customer
domain
Reference
data
Workforce Data
Basic Employee data – Contributors – Comp. & ben.
MDM for Product & Service Data
Product – Project - Service - …
MDM for Customer
Data
MDM for Reference Data

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MDM Program
Architecture Overview
MDM Core

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MDM Program
Data Governance process

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Workforce MDM

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Workforce MDM
Problem statement
 Problem statement: Workforce data cannot be
used globally for analysis and decision making
because of poor quality.
Main quality issues with Workforce Data:
• Heterogeneous data: ACOs/Sites/Regions are using
different definitions, different values for the same data.
• Example: Employee Group/SubGroup used to categorize
employee activity/inactivity
• Incomplete data: ACOs/Sites/Regions are not always
filling and maintaining all workforce data
• Example: Birth date, gender, nationality… is missing
• Inconsistent data: ACOs/Sites/Regions do not always
follow the same rules for data maintenance
• Example: ‘Retired’ employee still seen as ‘active’
 Top down approach for a global MDM and Data
Governance process :
 Define the Workforce data globally at company level
 Improve and Measure the quality of the data

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Workforce MDM
Data Governance
_ The Data Dictionary is the result of
the Data Governance process, it
contains the definition of all
Workforce related data approved
by all stakeholders.
_ It also include data quality rules
and metrics.
Business
Stakeholders
Data Experts
MDM
Core Team
Review
Approve
Contribute
Review
Contribute
Publish

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Workforce MDM
Data Maintenance
Amadeus Businesses
Data
Managers
MDM
Core team
Data quality analysis
Amadeus data
Data Quality dashboard
Data stewards
DIS
…
Fix data
quality “non
compliances”
support
Analyze data quality
metrics & KPIs
Define priorities
support
Dispatch and monitor
data stewardship
activities
Amadeus Businesses
_ The Data Quality Dashboard
reflects the level of compliance of
data against the quality rules
defined by the Data Governance.
_ The Data Manager is driving the
data stewardship (maintenance)
activities.
_ The Data Stewards (Businesses,
R&D,…) are either correcting the
data to comply with the data
Dictionary, or providing the
necessary information to align the
data with the data Dictionary

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Workforce MDM
Data Quality Monitoring

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Workforce MDM
Employee view with Data Quality status

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Workforce MDM
Employee details with Data Quality non-compliance

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Product MDM

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Product MDM
Multiple facets of Product Data in Amadeus
Common
Product
View
Product
Management View
Marketing/Sales
View
Branding View
Operations View
Development/PMO
View

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Product MDM
Key Objectives
 Setup a Data Governance process to build a common
understanding of the multiple facets of Products and
enforce the changes in business processes and solutions
to align with it.
 Deploy a solution that can rapidly improve the quality of
Product data, guaranteeing its integrity over time and
organizational changes, and provide a unique referential
for all businesses.
 Make the Product data available to enable the full
Amadeus Organisation to base their decisions regarding
Product on reliable facts.

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Product MDM
Approach
_ Leverage Existing Initiatives:
• Finance “Product Profitability”
• New CRM
• Marketing “Product Essentials”
_ Investigation phase
• Validate approach
_ Bottom up, Iterative, non disruptive
implementation
• Iteration 1: Product Cycle Solutions
• Iteration 2: CRM Sales, Ordering/Billing
• Iteration 3: Help Desk, Training,
Operations

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Reference Data Management

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Reference Data Management
_ Geographic Referential
• Countries / Regions (ISO)
• Amadeus Legal Entities
• Airports, Locations (IATA, ICAO,…)
_ Commercial Structure
• Market hierarchies
• Distribution Channels
_ Currencies, Unit measures...
• …

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Conclusion

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Conclusion and advices…
1. High level (exec) sponsorship is mandatory for the success of any MDM
Project
 Do not under estimate resistance to change
2. Start small and achieve significant business value, get buy-in and expend
MDM usage.
 Start with a business case that is visible and achievable in a reasonable timeframe
and budget
 Mitigate risks of disruption on existing products / processes
3. Bottom up initiatives (Proto, PoC), focusing on small use case, can
contribute on Data Quality and MDM awareness.
 Help stakeholder understand how their DQ problems can be solved by MDM, get
their buy in.
 Switch to a Top down approach when awareness is there.
4. Manage expectations carefully
 Data Quality of often the root cause of wider problems
 MDM is often just an enabler for other projects that bring the real value to the
Business stakeholders

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