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Power the Connected Enterprise with Cloud Integration and Master Data Management (MDM)
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Power the Connected Enterprise with Cloud Integration and Master Data Management (MDM)

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Presentation delivered by 3 Informatica customers at Dreamforce 2012. For more information about cloud integration and cloud master data management (MDM), please visit

Presentation delivered by 3 Informatica customers at Dreamforce 2012. For more information about cloud integration and cloud master data management (MDM), please visit

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  • Beginning  this year we rolled out SalesForce to our Institutional line of business (approx. 25 users). We converted the users from Saratoga Avenue CRM application. End of this year we will rolling out Salesforce to our Retail and Marketing Line of business (500+ users) and we are converting them from Siebel CRM system.
  • Key Success Metrics (Data) Accurate and trustworthy source of data Improved visibility and access to accurate customer data Provides increased data quality Reduces duplicate records Standardization of data Providing clean and enriched customer data Removes dependency on multiple apps Reduces non-value add activities Reduces maintenance efforts and cost
  • Centralized authoritative source to create and maintain consistent and accurate business-critical master (reference) data – as well as the relationships between master data - for the firm. Increases confidence in business-critical master data by consolidating data in different formats and from disparate systems for creating the “best version of the truth” and sharing it across the enterprise. Accelerate speed to market to efficiently and accurately obtain data while empowering business users to access business-critical data with confidence.
  • Unstructured Environment There are increasing business demands to deliver consistent, accurate, and usable data from multiple sources to deliver a single comprehensive view of our dealers to multiple users across the company. Today’s unstructured environment is the result of tactical responses over time to solve business needs at the time. There are significant limitations of a tactical approach and the business endures these pain points today.
  • Architected Solution Establish a strategy and architecture for a Master data management solution. A coordinated strategy enables us to consider tactical responses in a strategic way so short and long terms needs can be properly addressed. Create authoritative and single “master” to manage all master attribute data Centralize master attribute functionality from multiple systems into one Re-examine existing business processes to maximize value of Master Data Extensible and scalable Phased implementation approach
  • MDM Integration with Salesforce
  • Product Master: -global company, using third part vendors across the globe to manage our web sites in local languages -Needed to replace manual processes and ensure consistency of products and images appearing across our web pages Customer Master: -Point of Sale data is critical to our understanding of how our products flow though our partner channels and reach our end consumers -Millions of addresses in our POS data provided challenges in seeing how our products were flowing through our partner channels With thousands of data providers, the same channel locations came to us in many variations, many languages, many character sets Informatica Multi-Domain Master Data Management allowed us to match and merge our POS Names and Addresses IDQ/Address Doctor critical to our new Customer Master -Names and Addresses from our POS data not good enough E.g. the same customer in English and Russian character sets would resolve as two different customers -Address Doctor accelerators helped parse raw addresses for better results; some customization improved results -Custom code in IDQ cleaned up raw addresses for countries not covered by the AD accelerators -Better merges, less golden records providing better picture of key channel partners
  • A custom trade promotion management (TPM) application was built on Force.com (PaaS) Oracle E-Business Suite Soft Dollar Accruals Customer Claims Global point-of-sale data resides in Enterprise Data Warehouse
  • China e-route Salesforce integration live in July, 2012 Salesforce data collected in China Sales people work a route, visiting shops, current and prospective customers They use Salesforce to document their visits Contacts, Share of floor, Promotions, Competitors, Opportunities, etc. Data Warehouse for OBIEE Dashboards Provides insight into our market share at a store level Shows our competition Shows results since last visit Critical insight needed to support growth targets in China, a key emerging market for Logitech
  • AddressDoctor Web Service integration IDQ / AD mapping that includes all AddressDoctor accelerators and custom code for each country Web service can be used by SalesForce, as well as our web apps and ERP system to ensure consistent address cleansing and parsing Customer Master event based / real time integration Move confirmed leads to Oracle EBS & Customer Master as a new customer Ensure new customers added in a consistent manner Allow first orders to get out sooner, with correct customer data
  • Enjoying a reputation for top-quality products, business innovations and consistently reliable service for more than 60 years, Interstate Batteries is the No. 1 replacement brand battery in North America. Now over a billion dollar, privately held corporation, Interstate continues to thrive on our innovation, as well as our good old-fashioned business principles founded on treating others like we would like to be treated. As we began this transformational project, we partnered with Credera, a full-service consulting firm, who has been engaged in the project throughout its duration. Our vision was to increase visibility and collaboration, getting the next best dollar.
  • Interstate Batteries distribution network is made up of 300 Distributors that service over 200,000 dealers in North America.
  • Our reputation is built on Outrageous Dependability. This speaks not only about our products but also of our service. The face to face personal relationship we provide our dealers truly sets us apart from our competition. We are one of the largest consumers and the largest recycler of Lead in the world. We are a market mover on the price of this commodity. We were green before it was cool to be green.
  • Milkman Story
  • What got us to #1 today won't keep us at #1 tomorrow. The financial impacts of the changing business environment in the last decade has had a dramatic impact on our operating costs. We are in the midst of a time where we must revolutionize how we operate to stay #1. We have experienced a 267% increase in the cost of fuel, a 2.5x increase in the number of automotive battery types we sell and a 70% increase in the cost of Lead. In response, we must implement a transformational strategy that will tactically and strategically utilize our resources effectively and grow our business.
  • Working with Credera, we have created ways for Distributors to get the next best dollar, through route optimization, service to existing customers, and the ability to win new business.
  • For those in the back, this screen may not be readable…but it shows what all is needed in order for Distributors to change how they run routes, service customers, and target prospects. They need contact information, battery information, service frequency information, locations, and much more. Most importantly, they need it in a single location, and it needs to be accurate and up to date.
  • In order to develop this, we needed a custom solution, which has been built with several best-of-breed solutions.
  • A need for Master Data Management was identified. This provides us with a single record for prospect, customer, and competitor data. Additionally, it allows different groups of Interstate and Distributors to communicate in real-time. Informatica was selected, as they helped fulfill enterprise needs.
  • So, what does MDM (Informatica) provide for Interstate? Here’s a quick analogy to explain our systems before this transformation.
  • So, what does MDM (Informatica) provide for Interstate? Here’s a quick analogy to explain our systems before this transformation.
  • Can we synchronize the times on the watches? It looks like the Jericho watch is off…but then maybe I’ve forgotten how to read an analog clock!
  • Specifically, we have 300 Distributors with different versions copies of software to manage their existing customers; no centralized repository. National Accounts manages hundreds of customers, including Land Rover, Mercedes, Honda, Triple A, and many more. However, this information was not easily accessible by Distributors and existed in a silo. Interstate has a dedicated sales team, and several Distributors also employ sales personnel. However, this information was isolated to the individuals. It wasn’t possible to see across territory lines and understand what opportunities, and threats, existed. MDM centralizes this information, creating a single version of account data in real time.
  • Specifically, we have 300 Distributors with different versions copies of software to manage their existing customers; no centralized repository. National Accounts manages hundreds of customers, including Land Rover, Mercedes, Honda, Triple A, and many more. However, this information was not easily accessible by Distributors and existed in a silo. Interstate has a dedicated sales team, and several Distributors also employ sales personnel. However, this information was isolated to the individuals. It wasn’t possible to see across territory lines and understand what opportunities, and threats, existed. MDM centralizes this information, creating a single version of account data in real time.
  • Specifically, we have 300 Distributors with different versions copies of software to manage their existing customers; no centralized repository. National Accounts manages hundreds of customers, including Land Rover, Mercedes, Honda, Triple A, and many more. However, this information was not easily accessible by Distributors and existed in a silo. Interstate has a dedicated sales team, and several Distributors also employ sales personnel. However, this information was isolated to the individuals. It wasn’t possible to see across territory lines and understand what opportunities, and threats, existed. MDM centralizes this information, creating a single version of account data in real time.
  • MDM processes millions of records. Interstate’s Salesforce contains over 1 million accounts and generates 5,000 to 10,000 daily transactions. Other enterprise data sources contribute over 2,000,000 other accounts. This means we needed to ensure that 3,000,000 accounts were cleansed, de-duplicated where necessary, and represented in a singular fashion to Distributors, sales teams, national accounts, and others at corporate.
  • MDM processes millions of records. Interstate’s Salesforce contains over 1 million accounts and generates 5,000 to 10,000 daily transactions. Other enterprise data sources contribute over 2,000,000 other accounts. This means we needed to ensure that 3,000,000 accounts were cleansed, de-duplicated where necessary, and represented in a singular fashion to Distributors, sales teams, national accounts, and others at corporate.
  • MDM processes millions of records. Interstate’s Salesforce contains over 1 million accounts and generates 5,000 to 10,000 daily transactions. Other enterprise data sources contribute over 2,000,000 other accounts. This means we needed to ensure that 3,000,000 accounts were cleansed, de-duplicated where necessary, and represented in a singular fashion to Distributors, sales teams, national accounts, and others at corporate.
  • With a single version of the data, we are now able to grow market share profitably and find the next best dollar. How? The accounts, after going through MDM, are represented in an actionable way. We now have the ability to create a strategic sales approach, crossing 300 Distributor lines, marketing, and sales teams. This means we can react quickly, create targeted plays, and serve our customers better. We can pursue the right sale at the right location.
  • With a single version of the data, we are now able to grow market share profitably and find the next best dollar. How? The accounts, after going through MDM, are represented in an actionable way. We now have the ability to create a strategic sales approach, crossing 300 Distributor lines, marketing, and sales teams. This means we can react quickly, create targeted plays, and serve our customers better. We can pursue the right sale at the right location.
  • Contact information.
  • Transcript

    • 1. Power the Social Enterprise withMDM and Cloud IntegrationGain a Complete Customer View OppenheimerFunds, Ashish Shrivastava, Development Manager Logitech, Steven Perelli-Minetti, IT Department Manager Interstate Batteries, Mike Darr, Director of Market IQ
    • 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward- looking statements.
    • 3. Tweet to Win! • Tweet a Picture of your #1View @ #DF12 • Make to add #1View and #DF12 to your Tweet • Most Re-Tweets Wins!!
    • 4. Agenda • Introduction: Informatica & Salesforce • Darren Cunningham, VP of Marketing • OppenheimerFunds • Ashish Shrivastava, Development Manager • Logitech • Steven Perelli-Minetti, IT Department Manager • Interstate Batteries • Mike Darr, Director of Market IQ • Q&A
    • 5. Informatica: A Long and Proven Salesforce Partnership Cloud MDM
    • 6. www.InformaticaCloud.com
    • 7. Ashish ShrivastavaDevelopment Manager@ashshriv
    • 8. All about OppenheimerFunds OppenheimerFunds, Inc. has been helping investors achieve their financial goals since 1960. We are one of the nations largest and most respected asset management companies. • More than $176.7 billion in assets under management1 • Approximately 2,000 employees • Primary office locations: New York, NY; Rochester, NY; Denver, CO. • Majority–owned by MassMutual, one of the largest mutual insurance companies in the U.S. Assets Under Management by Asset Class 1 As of June 30, 2012 1. As of June 30, 2012. This figure represents all assets managed and/or advised by OppenheimerFunds, Inc., its divisions and its subsidiaries. The investment strategies listed may be offered through investment vehicles that are managed and/or advised by OppenheimerFunds, Inc., its divisions (including OFI Global Asset Management) or its other affiliates, (including OFI Institutional Asset Management, Inc.).
    • 9. All about OppenheimerFunds & Salesforce 2012 25 users End of 2012 500+ users
    • 10. Salesforce Program Vision & Business OutcomesData quality is incredibly important for all aspects of our business and CRM The right message in the right Make all of our customer & format at the right time based Account transparent across on our knowledge of the client the organization Coordinate our Access Salesforce communications anywhere, anytime (both outbound & internal) via a single portal 360 View Realize profitability goals Increase our organizational velocity Become more collaborative Enable & enhance internally & externally salesperson self-sufficiency Continuous ability to capture best practices & automate where possible
    • 11. Key Components for OppenheimerFunds MDM Strategy Centralized Confidence Accelerate IT: & Business: Data integration, data profiling, Data Governance and data quality, master data Stewardship management, and data services.
    • 12. From Unstructured Architecture Dealer Data Lifecycle Overview
    • 13. To Structured Architected Solution (MDM)Proposed Dealer Attribute Data Lifecycle Back Office CRM WEB OTHER
    • 14. MDM Integration with Salesforce (Future State)Real-time Integration between MDM and Salesforce
    • 15. Steven Perelli-MinettiSenior Manager, Data EngineeringDoctor of Business Administration- dissertation in progress@StevePerelliMin
    • 16. All about Logitech • Global leader in consumer electronics • Diverse but focused portfolio  PC/Mac/tablets peripherals, Advanced remote controls, Digital music products, Video communications, Digital video security • Products for retail consumers and business • R&D centers around the globe • Doing business in 100 countries • $2.32 billion in annual revenue • 3500 professional employees plus factory employees • Incorporated in Switzerland, key operations in Silicon Valley, Switzerland, China
    • 17. All about Logitech & Salesforce Business Model: Indirect and Direct customers Salesforce = Platform as a Service
    • 18. Master Data Management at Logitech Product Master Customer Master
    • 19. Various Technologies @ Logitech
    • 20. Informatica @ Logitech
    • 21. Distributed Systems Custom Trade Promotion Soft Dollar Accruals and Global POS DataManagement (TPM) application Customer Claims
    • 22. 1st challenge: Force.com ReplicationBusiness wants Trade Promotion Analyticsand Reporting IT wants to safeguard cloud data (Force.com) Need to replicate data from Force.com
    • 23. Results www.InformaticaCloud.com
    • 24. 2nd Challenge: China e-route Salesforce Integration
    • 25. Salesforce Roadmap Real-Time Opportunity to Order Web Services
    • 26. Mike DarrMarket IQ Program Directormike.darr@ibsa.com
    • 27. NACMDM
    • 28. 1,000,000+ unconsolidated Salesforce accounts & opportunities 5,000-10,000 daily transactions
    • 29. Enterprise Data SourcesOver 2,000,000 unconsolidated accounts & opportunities
    • 30. Enterprise Data Sources3,000,000+ unconsolidated accounts & opportunities
    • 31. 3,000,000+ unconsolidated accounts & opportunities Enterprise Data Sources MDM
    • 32. 3,000,000+ unconsolidated accounts & opportunities Enterprise Data Sources MDM
    • 33. Mike DarrDirector of Market IQmike.darr@ibsa.comMatt BrownDirector, Marketingmatt.brown@ibsa.comScott CovingtonPartnerscovington@credera.com
    • 34. Ashish Shrivastava Steven Perelli-Minetti Mike Darr Darren CunninghamDevelopment Manager, IT Department Manager, Director of Market IQ, VP of Marketing, @ashshriv @StevePerelliMin EM: mike.darr@ibsa.com @dcunni @infacloud
    • 35. www.InformaticaCloud.com/MDM• Learn about our new Cloud MDM Solution!• See a demonstration of Informatica Cloud in Action!