This slide deck shows how IBM's solutions for Master Data Management and Big Data can help your organization refine data into information and use this information to provide actionable knowledge to customer representatives that are responsible for providing your customers with an exceptional experience.

1. Using Master Data
Management and Big
Data to create an
Exceptional Customer
Experience
Are Hegdal
IBM Software Services
@ibmdm
are.hegdal@fr.ibm.com

2. Data Drives Business
“We will look back
on this time and
look at data as a
natural resource
that powered the
21st century”
Ginni Rommety
IBM CEO
February 2014
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@ibmdm

3. The problem?
Data without
context creates
confusion and
prevents us from
delivering
knowledge
and wisdom
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@ibmdm

4. The problem?
Data without
context creates
confusion and
prevents us from
delivering
knowledge
and wisdom
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@ibmdm

5. Context
Experience
Where is
the wisdom we lost in
knowledge we lost in
information we lost in
data we lost in
big data? *
The “understanding
spectrum”
*) Inspired from “Choruses from The Rock” by T.S. Eliot
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Data Information Knowledge Wisdom
Universal Individual
Global Personal
Local
Contextualized
Categorized
Calculated
Corrected
Condensed
Comparison
Consequence
Connections
Conversations
Action oriented
Measurable
Wiser decisions

6. h
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@ibmdm
80%
of the
world’s
data
today is
unstructured

7. Are Hegdal
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How much
of today’s
data is
used?
1%, 6% 12%, 16%, 22% 40% ?

8. h
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@ibmdm
12%
of the
world’s
data
today is
used
8% of unstructured data
32% of structured data

9. h
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20%
of the world’s
used data is
trusted
Multiple sources: IDC,Cisco

10. Are Hegdal
@ibmdm
Core data:
Customers, Products, Contracts,
Assets, Employees, Partners,
Providers …
Contextual data:
Web RSS Feeds
Social Media
Content Management Systems
Unstructured documents
Emails / Conversations
Call records
Web pages
Events
…

11. Core data:
Customers, Products, Contracts,
Assets, Employees, Partners,
Providers …
Contextual data:
Web RSS Feeds
Social Media
Content Management Systems
Unstructured documents
Emails / Conversations
Call records
Web pages
Events
…
Challenges
Achieve a true unified view of
internal and external sources
with structured and unstructured
data
IBM WATSON EXPLORER
Create a holistic, trusted 360°
view of your core business data
IBM MASTER DATA MANAGEMENT
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12. Are Hegdal
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Creating an
enhanced 360°
view of the
Customer
UNDERSTANDING CUSTOMERS IN A WORLD OF BIG DATA
With
Big Data
Master Data Management
Analytics
you can combine all information to
extract insights in real-time and
create a trusted view of each
customer. Use this to craft an
exceptional
customer
experience

13. Are Hegdal
@ibmdm
IBM MASTER DATA MANAGEMENT IBM WATSON EXPLORER
What is it:
• The key facts describing your core business
entities: customers, partners, employee,
products, bill of materials, list of accounts and
location, etc…
• The high value common information used
repeatedly across many business processes
Where is it
• Scattered across multiple disparate applications
inside the organization which are often
redundant decreasing business process
effectiveness and increasing business risk
• In applications with their own specific
structured data model.
What is it:
• The insight giving context and current relevance
to the core business data. Interactions,
Incidents, Conversations, Social media,
Analytics, etc.
Where is it:
• In multiple disparate applications inside and
outside the organization, covering all sorts of
important business interactions with a given
business entity (customer, partner, …).
• Applications typically have a mix of structured
and unstructured data repositories.

14. Are Hegdal
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IBM MASTER DATA MANAGEMENT
• Decouples master information from individual
applications
• Becomes a central, application independent resource
and Contain configurable functionality to maintain and
be the system of truth for master data
• Integration of common data functionality into an
enterprise application
• Support all applications via business services that
create and consume master data
• Simplifies ongoing integration tasks and new
application development
• Ensure consistent master information across
transactional and analytical systems
• Addresses key issues proactively such as data quality
and consistency rather than “after the fact” in the data
warehouse
Application unique
Functionality & Data
Application unique
Functionality & Data
Application unique
Functionality & Data
Application unique
Functionality & Data
Common
Functionality & Data
Common
Functionality & Data
Common
Functionality & Data
MATCH SCORE MASTER
Common Data = Master Data
Common Functionality & Data Master File
CRM Billing ERP eBiz App
Master data management is complementary to
application processes
It provides applications with accurate and complete data about all
key business entities

15. IBM WATSON EXPLORER
Connector Framework
Search Engine
Text
Analytics
Metadata
Application SDK
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• Watson Explorer allows in-place analyzes and
correlation of Big Data assets
• MDM helps provides a single, consistent and trusted
view of data across all systems. The view created by
Watson Explorer will incorporate this information to
create a contextualized and enhanced view of the
customer.
• Watson Explorer provides a business user interface to
trusted master data combined with related content
from other structured and unstructured data sources.
• The availability of MDM accelerates implementation
of the Watson Explorer 360° application and ensures
its accuracy and consistency.

16. Support
Ticketing Email
Social
Media
External
SourcesFulfillment
Content
Mgt.ExpertsWiki
Watson
Explorer
Connector Framework
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Data access & integration
• Index structured & unstructured
data—in place
• Support existing security
• Federate to external sources
• Leverage MDM and governance
Discovery & navigation
• Leverage taxonomies and
metadata
• Clustering & categorization
• Contextual intelligence
• Easy-to-deploy applications
• All at big data scale
IBM Master Data
Management
• Consistency, Accuracy
• Relationships
• Trusted information
+
Watson Explorer
• Structured and unstructured
information
• Information discovery, navigation
• Unified view of information
=
AssetsProductsCustomers
enhanced 360°
view of the
Customer