1. © 2013 IBM Corporation
Information Management
1
What’s New in IBM InfoSphere
Master Data Management v11

2. © 2013 IBM Corporation
Information Management
Please Note:
2

3. © 2013 IBM Corporation
Information Management
33
Remember, We Rock.
MDM for Customer Data MDM for Product Data
Gartner estimates that IBM is the market share leader,
followed by Oracle, Informatica, SAP and Tibco
#2
11.2%
#1
40.3%
IBM #1
20.1%

4. © 2013 IBM Corporation
Information Management
4
MDM Market Trends – Analyst Perspective
Implementations are
maturing from single
domain to multi-domain
MDM cited as the #1 information related project that
requires Information Governance to be successful
…visionary BPM and MDM teams turn to process data
management, which acknowledges the inherent
connection between business process improvement and
data quality.
Some vendors may claim to be able to model and support a
variety of data domains in a single technology product, but they
often lack aspects of functionality, such as collaborative
workflow, and experience in dealing with the needs of the
different functional groups and business processes that leverage
particular master data domains.
Organizations are linking
process and data strategies
with BPM and MDM
MDM requires Information
Governance to be
successful
MDM and Big Data
strategies should be
intertwined
To create competitive advantage, organizations will need to
leverage sources of big data, especially social networks, in
combination with their MDM strategy.

5. © 2013 IBM Corporation
Information Management
5
Opportunities in an Information Supply Chain
Reduce the Cost of Data
1. Replace Oracle Database
2. Enhance the Value of Your
Data Management System
3. Archive Data to Reduce Cost
4. Increase Efficiency of Application
Development & Testing
5. Data Warehouse Augmentation
Trust and Protect Information
1. Trusted Information for Big Data
and Data Warehousing
2. Act on a Trusted View
3. Consolidate and Retire Applications
4. Protect & Secure Enterprise Data
to Ensure Compliance
New Insights From Big Data
1. Rapid Warehouse Deployment
for Deep Analytics
2. Real-Time Warehouse
for Operational Analytics
3. Exploit New Data Sources

6. © 2013 IBM Corporation
Information Management
InfoSphere MDM Strategy
Single
Solution
Designed
for Big
Data
Accelerate
Time-to-
Value
Govern
Inside
& Out
Embrace
New Era of
Computing

7. © 2013 IBM Corporation
Information Management
InfoSphere MDM Strategy
Designed for Big Data
• Scale into the billions of
records
• Combine structured master
data with insights from
unstructured data
• Integrate with IBM’s
capabilities for exploring and
visualizing big data
Accelerate Time-to-Value
• Simplify implementation
process
• Pre-built accelerators
• Easily adjust MDM
implementation ‘style’
• Built into broader IBM solution
offerings
New Era of Computing
• MDM ‘patterns’ for IBM Pure
Application System
• Expose master data easily to
mobile platforms
• Exploit mobile-device
generated data as part of
master data (e.g. geolocation)
Govern Inside & Out
• Built-in governance
capabilities unique to MDM
• Integrated to IBM InfoSphere
• Support both ‘passive’ and
‘active’ governance of master
data
• Support OOTB governance
policies + client-unique
policies

8. © 2013 IBM Corporation
Information Management
8
Transforming InfoSphere MDM into a unified MDM solution
2010
Initiate
MDS
MDM
Server
MDMS for
PIM
• Separate products
targeted to different MDM
use cases
• Best of breed acquisitions
2011-2012
• Single MDM offering
• Common matching engine
• Advanced Catalog
Management for
attachment to WebSphere
Commerce
2013
Operational
Server
Virtual &
Physical
Modules
V9 V10 V11
InfoSphere MDM InfoSphere MDM
Initiate
MDS
MDM
Server
Collaboration
Server
Collaboration
Server
• Unified virtual and
physical technology into
single server capable of
supporting multiple MDM
use cases
• Hybrid MDM
• Modularity

9. © 2013 IBM Corporation
Information Management
9
v11 further differentiates IBM from the competition by supporting
complex initiatives and utilizing big data
Business requirements for MDM clients
necessitate hybrid implementation styles
 Customers can adjust MDM architectural style
as business matures with MDM, and will
migrate from simpler use cases to more
advanced (hybrid) ones
Clients want to master new types of data
 New use scenarios around customer
engagement with product and location
information are driving need to incorporate
unstructured and other non-traditional data
MDM is often part of a larger initiative
 MDM may be positioned as a foundational
component for a business solution or larger
information governance project
Standard Edition and Advanced Edition
now on the same technical platform
 Support for “hybrid” use cases (crossing
MDM architectural styles) – Key competitive
advantage
 Straightforward up-sell path/opportunity
(easier for sellers and buyers)
Extension for unstructured text
correlation and expanded patient hub
data model to include clinical attributes
 Ties into Big Data Messaging
Cross IM and SWG Integration
• Support attachment to Information Server
projects
• Support attachment to WebSphere
Commerce projects

10. © 2013 IBM Corporation
Information Management
10
InfoSphere MDM V11 New Features & Functionality
 Virtual, physical and hybrid MDM styles in a single instance
 Modular implementations and upgrades
 Collaborative authoring UI enhancements
 Data quality via integration with InfoSphere Information Server
 Enhanced hierarchy support for reference data
 Dashboard for collaborative authoring workflow
 Task KPIs to monitor master data quality
 Augment master data with unstructured text
 Expanded patient hub to include clinical attributes
AccelerateAccelerate
Time to ValueTime to Value
AccelerateAccelerate
Time to ValueTime to Value
Designed forDesigned for
Big DataBig Data
Designed forDesigned for
Big DataBig Data
GovernanceGovernance
Inside & OutInside & Out
GovernanceGovernance
Inside & OutInside & Out

11. © 2013 IBM Corporation
Information Management
11
Accelerate Time to Value

12. © 2013 IBM Corporation
Information Management
Unification of MDM Virtual & Physical
Multi-style, multi-domain MDM in a single operational hub
– Single database instance and schema
– Engine co-residence (WAS container)
– Simplified deployment and management (based on OSGi)
– Unified MDS/MDMS workbench for configuration and customization
– Unified MDS/MDMS installer
– Integration with IBM Support Assistant Data Collector
12

13. © 2013 IBM Corporation
Information Management
13
InfoSphere MDM v11 - Modularity
“We are planning to upgrade to 10.1. The part I don't like is
the recreation of all customizations in each new release.”
- Master Data Management Architect, Caterpillar
“We are planning to upgrade to 10.1. The part I don't like is
the recreation of all customizations in each new release.”
- Master Data Management Architect, Caterpillar
MDM v11
Custom
Extension v2
MDM vNext
Custom
Extension v2
Modularity in MDM v11
• OSGi modular framework
• Separation of core InfoSphere
MDM code from custom
extensions
• Localized patching
Simplified upgrades through OSGi

14. © 2013 IBM Corporation
Information Management
A Visual Indication of Simplicity
14
Before v11 V11 & Beyond

15. © 2013 IBM Corporation
Information Management
15
Business Use Cases Benefit from Hybrid MDM
Prospect
Hub
Customer
Hub
Thin amount of
prospect
attributes –
Registry
Approach
Thin amount of
prospect
attributes –
Registry
Approach
Persist large number
of customer
attributes
Centralized
Approach
Persist large number
of customer
attributes
Centralized
Approach
InfoSphere MDM
Maintain and move prospect
and customer information
seamlessly in a single solution;
persist information
Hybrid Approach
Maintain and move prospect
and customer information
seamlessly in a single solution;
persist information
Hybrid Approach

16. © 2013 IBM Corporation
Information Management
16
Business Use Cases Benefit from Hybrid MDM
Immediately Post
Acquisition
Business Processes
Integrated
Thin amount of
prospect
attributes –
Registry
Approach
Thin amount of
prospect
attributes –
Registry
Approach
Persist large number
of customer
attributes
Centralized
Approach
Persist large number
of customer
attributes
Centralized
Approach
InfoSphere MDM
Maintain and move prospect
and customer information
seamlessly in a single solution;
persist information
Hybrid Approach
Maintain and move prospect
and customer information
seamlessly in a single solution;
persist information
Hybrid Approach

17. © 2013 IBM Corporation
Information Management
What’s New in v11.0 Collaborative Edition
Governance Dashboard Home page
Customizable Labels and Icons
Single-edit Customization
Multi-edit Enhancements
Related Items Tab
Shared Search Templates
ACM for WebSphere Commerce Phase 2
Information Server for Data Quality
Supporting Stack Updates

18. © 2013 IBM Corporation
Information Management
Collaborative Edition – Current Home Page

19. © 2013 IBM Corporation
Information Management
New Governance Dashboard
All numbers are links to
view the specific category
of entries. Ex. 6 “Urgent”
entries in DBWorkflow1
Summary pane with
graphical view of assigned
entries
Workflow summary with
priorities and categories of
assigned entries:
Current – blue
Urgent – yellow
Critical - red

20. © 2013 IBM Corporation
Information Management
20
Designed for Big Data

21. © 2013 IBM Corporation
Information Management
MDM and Big Data Must Work Together
Master Data
Management
Core Big Data
Technologies
MDM creates
context for big data.
MDM system provides
trusted information and
operationalizes insights
from big data
Big data creates
context for MDM.
Big data provides new
insights from social media
and other sources for
customer profile

22. © 2013 IBM Corporation
Information Management
22
Big Data Exploration
Find, visualize, understand
all big data to improve
decision making
Enhanced 360o
View
of the Customer
Extend existing customer
views (MDM, CRM, etc) by
incorporating additional internal
and external information sources
Operations Analysis
Analyze a variety of machine
data for improved business results
Data Warehouse Augmentation
Integrate big data and data warehouse
capabilities to increase operational
efficiency
Security/Intelligence
Extension
Lower risk, detect fraud
and monitor cyber security
in real-time
The 5 Key Use Cases

23. © 2013 IBM Corporation
Information Management
23
InfoSphere MDM – Correlating Unstructured Data
CRM
ERP
Orders
Structured Data Unstructured Data
 Name
 Address
 Phone number
 Purchase history
 Customer sentiment
 Contact history
 Issue resolution
status
InfoSphere MDM
• Discover linkages between text
and relevant master data
entities
• Link to additional information
• Investigative tool for text
analysis
• Complete, accurate and timely
views
Benefits
• Enhanced customer service
• Quicker, more accurate issue
resolution
• Increased upsell/cross
opportunity

24. © 2013 IBM Corporation
Information Management
InfoSphere MDM for Patient – Advanced Edition
• Expanded model and services for data
collection, storage and access to a
longitudinal patient record
• Patient Demographics, Contact Info, IDs
• Immunizations, Allergies, Vital Stats
• Visit Info, Exam Data, Procedures
• Medications. Measurements, Outcomes
• Family History, Studies
• Diagnosis, Symptoms, Treatments
• Uses WebSphere Message Broker
Healthcare connectivity pack for real
time HL7 data collection into MDM
• Anonymized and secure storage of
clinical data for patient data security
compliance
InfoSphere MDM for
Patient –Advanced
Edition
EMRs
Lab/
Radiology
Systems
Pharmacy HIE
Data
Warehouse
Case
Management
Patient
Population
Selection

25. © 2013 IBM Corporation
Information Management
28
Governance Inside & Out

26. © 2013 IBM Corporation
Information Management
 Business Processes require trusted data
 Trusted data requires data governance
 IBM providing capabilities to facilitate construction and adoption of these applications
– MDM Application Toolkit (MDAT) - Improved
– Master Data Policy Monitoring (MDPM) – Improved
– Master Data Policy Remediation (MDPR) - Improved
– Master Data Governance Dashboard (MDG) - New
Master Data Governance in MDM 11
Enforce
Monitor
Identify
Remediate
policy rules through Master Data Policy Remediation
the effectiveness of your rules through Master Data Policy Monitoring
quality issues through Master Data Policy Monitoring and the MDG console
data quality issues through Master Data Policy Remediation and the MDG console
Monitor
Identify
Remediate
Enforce
Data
Quality

27. © 2013 IBM Corporation
Information Management
MDM & BPM Widgets

28. © 2013 IBM Corporation
Information Management
Integration with Information Server – enhanced and new in v11
InfoSphere MDM
Individual Product
Account Organization
Reference
Reference Data
Management
InfoSphere QualityStage
InfoSphere Information
Analyzer
InfoSphere
Metadata Workbench
InfoSphere Data
Click
InfoSphere
Business Glossary
Information Server
Definitions for reference data sets
Export wizard for data lineage
IA sample for MDM
Address standardization
Defined pattern

29. © 2013 IBM Corporation
Information Management
32
MDM and Information Server Bundling
Versions of MDM Release Date IIS bundling Restrictions
MDM v11.0 **
(All Editions)
June 2013
(expected)
Yes, you can
position this in a Q2
deal after 6/4
announcement
Information Server
for Data Quality
Edition 9.1
(Information
Analyzer, IA
Workbench,
InfoSphere
Discovery,
QualityStage,
Blueprint Director,
Metadata
Workbench, and
Information Services
Director)
Can only be used to
support MDM
program as defined
in the license
Included*:
• 480 PVUs
• 2 Authorized Users
• 5 unique data
sources for
InfoSphere
Discovery
* More entitlements
can be purchased
separately

30. © 2013 IBM Corporation
Information Management
Integration Flow – MDM & Data Quality
33
Sources
Applications
Databases
xls, xml,
Flat Files
Data
Warehouses
z Systems
CRM
Data
Warehouses
eBusiness
ERP
Consuming
Applications
Data Validation Standardize
& Cleanse
Match & Link Monitor &
evaluate
IBM Infosphere Information
Analyzer
IBM Infosphere Information
Analyzer
IBM Infosphere Quality StageIBM Infosphere Quality Stage IBM Infosphere Master Data
Management
IBM Infosphere Master Data
Management
Discover and
Cross source
analysis
IBM Infosphere DiscoveryIBM Infosphere Discovery

31. © 2013 IBM Corporation
Information Management
© 2013 IBM Corporation35
RDM Capability: Advanced Hierarchies
 Make hierarchies first class entities
including lifecycle and versioning
 Visualize level based hierarchies
 Complex hierarchies
– Mixed level based and tree based
 Export of advanced hierarchies

32. © 2013 IBM Corporation
Information Management
36
Summary & Resources

33. © 2013 IBM Corporation
Information Management
The MDM Optimization Program bridges the gap
between setting an MDM vision and identifying the
technologies best suited to drive successful
implementations and continuous results
IBM Master Data Management Optimization Program
Program Overview
 A no cost, business assessment of you current MDM strategy by IBM Product Managers
 An efficient quality assurance program for MDM solutions
 Gap analysis of resource and skill sets and ways to address
 Recommendations and best practices based on current and future environment
 Approach to achieve continuous validation of business case and value proposition
 Strategic roadmap and solution architecture
Contact Larry Dubov ldubov@us.ibm.com or Henk Alblas halblas@ca.ibm.com for more information

34. © 2013 IBM Corporation
Information Management
3838
Why IBM InfoSphere Master Data Management?
Complete
 All domains, styles,
use cases, industries
 Master data
governance
 Pre-built, extensible
and customizable
data models and
services
Flexible
 Virtual, physical
and hybrid styles
in a single solution
 Collaborative
workflow
 Reference data
management
 Entity resolution
Proven
 #1 market share
 800 + customers
 Lowest risk,
Quickest time to
value
 Global reach
 Scalability,
performance
Accessible
 Designed for big
data
 Cloud and mobile
options
 Integration across
InfoSphere
solutions
 Optimized for real
time
InfoSphere Master Data Management
Improves operational and analytical systems

35. © 2013 IBM Corporation
Information Management
Cross Sell and Up Sell Campaigns
©
201
39
Sell more MDM (records, domains,
editions) to existing MDM
customers
Sell MDM capabilities to existing IM
customers
Sell MDM capabilities to existing
SWG customers
Creating a Customer Hub for Enterprise Marketing (Unica)
•Created target customer list in Banking, Retail, Telco - 45
customers in NA
•Collateral to execute is ready - VITO letter, internal cheat sheet,
flyer, deck
Next steps.:
•FLMs/Sellers send identified customers the VITO letter by COB
5/10
•Follow up with a call in week of 5/13
•Maintain cadence of phone calls to prospect with the target of
setting up meeting with the prospect by the end of this month.
RDM for Information Server will be rolled out next
Creating a Customer Hub for Enterprise Marketing (Unica)
•Created target customer list in Banking, Retail, Telco - 45
customers in NA
•Collateral to execute is ready - VITO letter, internal cheat sheet,
flyer, deck
Next steps.:
•FLMs/Sellers send identified customers the VITO letter by COB
5/10
•Follow up with a call in week of 5/13
•Maintain cadence of phone calls to prospect with the target of
setting up meeting with the prospect by the end of this month.
RDM for Information Server will be rolled out next

36. © 2013 IBM Corporation
Information Management
Execution Details
 Designated IM FLMs will drive teams
– Leverage existing ~3000 DataStage customers and ~1000 PDA customers as market
– Focus on last 3 years and IBM core accounts
– Narrow to accounts with net new MDM opportunity and high potential for being a reference
 IM Reps to execute multi-touch campaign designed to land prospect F2F
meetings
- Content is developed and ready to go
- MDM SWAT team will support F2F meetings and technical sales as necessary
- Goal that IM Reps drive sales cycle
- MDM SWAT will help set the stage for the future MDM enterprise up-sell
 Monthly contest with prizes to teams producing the most leads and
ultimately the most revenue
40
This is our best shot to drive short-term 2013 MDM revenue without
requiring specialized MDM or heavy Tech Sales skills

37. © 2013 IBM Corporation
Information Management
41
InfoSphere Master Data Management - Resources
 Trusted View Resources
– Act on a Trusted View Sales Play
– Informatica Competitive Portal
 InfoSphere MDM Resources
– MDM Sales Kit
– InfoSphere MDM Reference Data Management Hub (GA Q3 2012)
– MDM CTP Sales Kit (Technical)
– MDM Client References
– MDM Blitz Kits & Prospecting Letters
– Reference Data Management - Community
– Advanced Catalog Management - Community
– MDM Pricing Information
– MDM Resources by Industry
 Technical Documentation
– Pre-GA internal server: http://vanguard.svl.ibm.com:9103/help/index.jsp
– Post-GA: http://pic.dhe.ibm.com/infocenter/mdm/v11r0/index.jsp
– 10.1: http://pic.dhe.ibm.com/infocenter/mdm/v10r1/index.jsp
Bookmark These
Links!

38. © 2013 IBM Corporation
Information Management
Additional Sessions
Title Presenter Date
V11 Standard Edition & Advanced Edition
Henk Alblas
Eric Trenk Tuesday, May 14th
v11 Collaborative Edition
Harsha Kapre
Wednesday, May 15th
Reference Data Management
Erik O'Neill
Thursday, May 16th
Unified Engine Considerations
Henk Alblas
Eric Trenk
Priya Krishnan Friday, May 17th
MDM and Information Server
Priya Krishnan
Rakesh Shah Monday, May 20th
Data Governance with BPM
Trey Anderson
Larry Dubov Tuesday, May 21th
Extension for Unstructured Text Correlation (EUTC(
Jennifer Reed
Wednesday, May 22nd
Healthcare v11 Enhancements
Deanna Nole
Dean Burton
Joaquim Neto Thursday, May 23rd
Master Data Policy Monitoring Enhancements
Larry Dubov
Priya Krishnan Friday, May 24th
42
Source: If applicable, describe source origin
All times 10 am EST

39. © 2013 IBM Corporation
Information Management
43
Thank You