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Engaging the Digital Consumer
 

Engaging the Digital Consumer

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Presentation at the Hollywood IT Summit on March 17th, 2011 discusses Electronic Arts' approach to data management as enabler for business intelligence.

Presentation at the Hollywood IT Summit on March 17th, 2011 discusses Electronic Arts' approach to data management as enabler for business intelligence.

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    Engaging the Digital Consumer Engaging the Digital Consumer Presentation Transcript

    • © 2011 Electronic Arts – Slide # 1
    • Hollywood IT Summit Malibu, March 17thEAs Rules of the Game: Engaging the Digital Consumer Raoul Schuhmacher, Sr. Director Enterprise Architecture Electronic Arts, Inc. © 2011 Electronic Arts – Slide # 2
    • Today’s Agenda• Overview of the Gaming Industry and Electronic Arts, Inc• Case Study: Enabling EA to lead Digital-to-Consumer ‒ Common Master Data ‒ Data Integration ‒ Single Data Warehouse ‒ Common Metrics ‒ Business Intelligence ‒ CRM/Campaign Management• Lessons Learned• Q&A © 2011 Electronic Arts – Slide # 3
    • Gaming Industry Outlook 100,000 • Media & Entertainment $B 90,000 Industry includes Television, 80,000 Film, Music, Radio, 70,000 Video/Computer Games, 60,000 50,000 Publishing, Advertising 40,000 • Games is one of the fastest 30,000 growing segments in the 20,000 media & entertainment 10,000 industry 0 2009 2010 2011 2012 2013 2014 • Stable revenue stream in Advertising 1,554 1,843 2,135 2,388 2,598 2,845 traditional console / PC 3,816 3,731 3,672 3,608 3,540 3,483 packaged goods gaming Wireless 7,313 8,467 9,642 10,957 12,021 13,061 Online 11,655 14,127 17,068 20,781 25,258 30,593 • High growth opportunities in Console/handheld 28,169 30,000 31,334 32,873 34,674 36,774 Online & Mobile gamingSource: PwC Media & Entertainment Industry Outlook © 2011 Electronic Arts – Slide # 4
    • Overview of Electronic Arts• Founded in 1982 (Nasdaq: ERTS)• GAAP Net Revenue for CY10 $3.48B• Global Headquarters in Redwood City, California• 8,000+ employees worldwide• Leading global interactive entertainment software company. EA develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the internet.• In 2010, EA launched five games which sold in more than five million units each – FIFA 11, Medal of Honor, Madden NFL 11, Need for Speed Hot Pursuit and Battlefield: Bad Company™ 2.• In Western markets in the third quarter of fiscal 2010, EA was the #1 publisher in the Apple App StoreSM for both iPhone® and iPad™ and #1 on Microsoft Windows® Phone 7. © 2011 Electronic Arts – Slide # 5
    • Key Business Strategy: Lead Digital to Consumer © 2011 Electronic Arts – Slide # 6
    • Consumer 360 Vision Optimize D2C Full Understanding of Wants and Needs Marketing Response Customer Demographics History DevelopmentGameplay Engagement High Satisfaction GrowBehavior Behavior & Loyalty Sales Product Commerce Market Profile Behavior Opportunity Product Development © 2011 Electronic Arts – Slide # 7
    • How to get there?• Foundational Building Blocks …. – Common Master Data – Data Integration – Single data warehouse – Common Metrics• …. To enable Business Capabilities – Reporting and Analytics – Campaign Management © 2011 Electronic Arts – Slide # 8
    • How to get there?• Common Master Data• Data Integration• Single data warehouse• Common Metrics• Reporting and Analytics• Campaign Management © 2011 Electronic Arts – Slide # 9
    • Extensive set of offerings… 78 24 15 13186 13 46 11 ….anywhere you are © 2011 Electronic Arts – Slide # 10
    • Approach Governance and Process First, Technology Second View information as strategic asset 1. Governance 2. Organization •Data standards •Business Data Ownership Link to strategic objectivesDrive by business value •Data Quality •Data Management •Data Stewards Successful MDM 3. Process 4. Technology •Data creation •MDM System •Data maintenance •EAI/ETL •Workflow •Presentation/Portal Enable with change leadership © 2011 Electronic Arts – Slide # 11
    • Governance Business Community Information Technology Master Data Organization (MDO)  Clear ownership of MDM  MDO comprised of decision-makers  Stewardship and support partnership of Business Users and IT  Leverages Governance Model from Project InitiationMaintenance Change Management Data Quality & Controls Dedicated to the administration  Facilitates the Change Control  Focuses upon Data Quality and maintenance of Master process  Performs Data quality audits for Data  Work with Business/IT to drive adherence to standards impact assessment  Assists with control  Communicates Changes assessments  Maintains and administrates  Tracks issues & drives MDO standards and policies resolution © 2011 Electronic Arts – Slide # 12
    • Benefits• Consolidated, cleansed and standardized product date – from 250,000 to 75,000 SKUs• Consistent understanding of product offerings across all business models• Decision makers driving the process, clear workflow and audit trail• Single point of entry / source of truth for product data• Ability to auto-generate master title plans• Flexibility to support new requirements and business transformation © 2011 Electronic Arts – Slide # 13
    • How to get there?• Common Master Data• Data Integration• Single data warehouse• Common Metrics• Reporting and Analytics• Campaign Management © 2011 Electronic Arts – Slide # 14
    • Data Integration Services Demand Planning • Point-to-point connectivity • Distributed development and support, no governance, Integration VMI Logistics cost ‘hidden’ in projects, more overheadCurrent State • “Tightly coupled” integration, requires re-work for every sender/consumer change, e.g. ERP consolidation roadmap will require to change all interfaces ERP EDI • Extensive regression testing upon change • No re-use, no efficiency gains over time Reporting • Perpetuates obsolete legacy environments • Publish/subscribe connectivity, reduced number of interfaces Demand Planning • Integration factory approach, centralized governance, development and support, less overhead, integration cost visible • “Loosely coupled” integration, shields systems from changesTarget State VMI Logistics • Encourages data standardization, enables publish once/subscribe iHub many paradigm • Foundation to leverage for future integration needs • Simplifies M&A integration • Simplifies application consolidation/retirement ERP Reporting • Integration Review Process to facilitate consistent decisions • Enables roadmap to retire legacy © 2011 Electronic Arts – Slide # 15
    • How to get there?• Common Master Data• Data Integration• Single data warehouse• Common Metrics• Reporting and Analytics• Campaign Management © 2011 Electronic Arts – Slide # 16
    • DW/BI Current State Source Integration Aggregation Reporting Data Warehouse Reporting Source Source Reporting External Reporting MDM Reporting ODS ERP 1 Source EDW Data Mart CDS ERP 2 Source Reporting ERP 3 Data Reporting Mart Source Web Dashboard App Source Reporting Source Reporting External Data Reporting Source Mart Metrics Source AnalyticsFragmented Source Systems Lack of data model Silo reporting solutions Multiple data stores Point-to-Point Integration No business rule documentation Multiple technologies © 2011 Electronic Arts – Slide # 17
    • EDW/BI Target State Source Integration Aggregation Reporting Source CRM Citadel Reporting and Analytics Source Services External Citadel Dashboards MDM Data Itnegration Service (iHub) Enterprise Data Model & Data Warehouse Outbound Services Layer Std Operational ERP 1 Reporting Source ERP 2 Std Management Reporting Source ERP 3 Ad hoc Reporting Source Source Self Service Reporting Source External Analytics Source Services SourceEnterprise Data model Data integrity Reporting/Analytics Service Single Data Warehouse Data Integration Security and compliance © 2011 Electronic Arts – Slide # 18
    • Benefits• Single source of truth for all enterprise information, ability to gain new insight from having all data in a single place – Global reporting on retail sales – Consolidated reporting for all digital revenue sources• Focus on gaining business value from data vs. chasing data• Improved end-user experience due to consistent presentation layer vs. multiple disparate tools• Increased end-user productivity due to increased data quality• Reduced IT operations cost (h/w, s/w maintenance, s/w licensing, support and development staff) © 2011 Electronic Arts – Slide # 19
    • How to get there?• Common Master Data• Data Integration• Single data warehouse• Common Metrics• Reporting and Analytics• Campaign © 2011 Electronic Arts – Slide # 20
    • Digital Metrics Vision and Goal Establish a set of metrics that can be held as constants across business units andregions to enable us to drive and monitor revenue growth, operational efficiency, profitability, and customer satisfaction in our Digital to Consumer business. Three Tiers of Metrics High level company wide metrics assessing health of Executive business Regional / Business Unit metrics used for tracking Business performance against goals at detailed level Management Transactional Game specific stats and telemetry metrics used to understand player and behavior trends © 2011 Electronic Arts – Slide # 21
    • Governance • Metrics Council - the governing body responsible to approve, monitor, and review access and process changes to the Tool • Power User – User with additional access to Reporting Data SPONSORS Model CFO, CIO • Data Steward – User with additional governance responsibilities. Data Stewards are representatives from METRICS COUNCIL Business Units, Functions, and Regions who will represent their Governance respective constituency during data definition and drive adoption of agreed upon definitions within their respective constituency, including any process changes and source systemPOWER USERS DATA STEWARDS data clean-up initiatives. They also act as first line trainers, +Data Model +Governance trouble-shooters, and point of communication. SUPER USERS • Super User – User with access to Tier 1, Tier 2, and Tier 3 Tier 1, 2, and 3 reports. Super users are further categorized into: GENERAL USERS • Tier 1 Report – Predefined dashboards with basic filtering Tier 1 and 2 capabilities for Executive and Management reporting • Tier 2 Report – Predefined report templates with wizards that guide the end User to create reports for specific analysis • Tier 3 Report – Dynamic report with option to add/remove objects and build derived metrics • General User – User with access to Tier 1 and Tier 2 reports © 2011 Electronic Arts – Slide # 22
    • How to get there?• Common Master Data• Data Integration• Single data warehouse• Common Metrics• Reporting and Analytics• Campaign Management © 2011 Electronic Arts – Slide # 23
    • Reporting & Analytics• Single set of reports based on consistent definitions of metrics and dimensions• Complete view of business performance• Data structures enable self-service, ad-hoc reporting and analysis• Improved data quality increases user productivity• Timeliness of data accelerates ability to make decisions © 2011 Electronic Arts – Slide # 24
    • How to get there?• Common Master Data• Data Integration• Single data warehouse• Common Metrics• Reporting and Analytics• Campaign Management © 2011 Electronic Arts – Slide # 25
    • CRM Use Case• Custom Messaging – Personalization 250 – Segmentations 200 – Prospects 150 Delivered• Custom Timing 100 Opened – Demo/Online-pass follow up 50 Clicked – Game progress 0 – Conversion• Cross-Sell/Up-Sell – Franchise *) FY11 = Projection – Download – EA division © 2011 Electronic Arts – Slide # 26
    • Lessons learned• Align initiatives to business strategies and priorities• Find areas of business sponsorship and start with governance; without that, the target state will look like current state• Define and implement process before technology; solve the what before the how• Consistently deliver incremental business value in context of a strategic roadmap; maintain stakeholder engagement• Establish loosely coupled data integration based on standards; flexibility to manage change• Consider consolidating data related activities into one IT organization to accelerate alignment and progress• Plan data warehouse migrations carefully; they are complex © 2011 Electronic Arts – Slide # 27
    • EA Confidential 28 © 2011 ElectronicIT AllSlide # 28For Internal Use Only Q4 Global Arts – Hands March 2009