Master Data Management methodology

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Master Data Management methodology

  1. 1. Database Architechs<br />Customer Data Hub methodology August 2009 – Master Data Management<br />
  2. 2. Mastering Customer Data<br />Customer Data Hub (CDH) architectural overview<br />Different data hub approaches<br /><ul><li>Registry Technique
  3. 3. Co-existence Technique
  4. 4. Transactional Technique</li></ul>CDH Build Methodology (within a Development Life Cycle)<br />CDH Deliverables along the way<br />Customer Data Hybrid data model<br />Enterprise customer example<br />
  5. 5. Business Processes & Systems<br />Sales<br />Marketing<br />Sales<br />Service<br />Fulfillment<br />Leads<br />Market<br />Quotes<br />Service / Support<br />Fulfillment<br />Contacts / Responses<br />Opportunities /<br />Deals<br />Orders<br />Registration / Activation<br />Renewals<br />ERP<br />Call Center<br />CRM/PRM<br />Whitespace<br />Quote Generation Order Mgmt<br />Credit Mgmt Product/Pricing <br />Invoicing/Billing Credit Card Proc<br />Account Mgmt Auto Fulfillment<br />Financial Mgmt Human Resources<br />Contract/Agreement Management<br />Opportunity/Lead Mgmt<br />Direct Sales <br />Channel Sales<br /> - Partner Center<br /> - Deal Reg Mgmt<br />Campaign Planning<br />Customer Profiling<br />Service/Contracts<br />Sterling<br />EDI<br />Mktg Apps<br />Renewal Opty<br />(int/channel)<br />Partner Center (service)<br />Customer Segmentation<br />& List Generation<br />Marketing Campaigns<br />Marketing Performance<br />Cleansing/De-duping<br />Lead Routing<br />Predictive Modeling<br />Forecasting<br />AOE<br />ERPAssets Mgmt, Entitlements, Procurement<br />Single OE<br />eStore<br />Orders<br />Credit Card Processing<br />Sub Center<br />Sub Customers<br />Service Requests<br />Agreements, Contracts<br />Electronic Fulfillment, Activation/Registration<br />Incentive Programs<br />Master Data<br />Account/Contacts/Partner and then Product/Pricing, Workforce, others)<br />(Identity Management<br />Business Services/Web Services – SOA <br />Data Delivery Platform (Real-time ODS , Aggregation Layer, Analytics, Predictive Modleling)<br />
  6. 6. Business Processes & Systems (DATA)<br />Sales<br />Marketing<br />Sales<br />Service<br />Fulfillment<br />Leads<br />Market<br />Quotes<br />Service / Support<br />Fulfillment<br />Contacts / Responses<br />Opportunities /<br />Deals<br />Orders<br />Registration / Activation<br />Renewals<br />CONTACT<br />CUSTOMER<br />CUSTOMER<br />OPPORTUNITY<br />LEAD<br />OPPORTUNITY<br />PROSPECT<br />Account<br />Parent <br />(Company)<br />PARTNER<br />PRODUCT & PRICING<br />ORDERS<br />QUOTES<br />Campaign/<br />Event<br />DEALS<br />ASSETS/ENTITLEMENTS<br />CUSTOMER PROFILE/SEGMENTATION<br />CONTRACTS / AGREEMENTS<br />SUBSCRIPTIONS<br />REGISTRATIONS/ACTIVATIONS<br />SALES TERRITORY/GEO<br />COMP PLANS/QUOTAS<br />COMMISSIONS<br />
  7. 7. MDM Customer<br />D&B<br />M&A<br />Partner<br />. . . .<br />Siebel<br /><ul><li> Governed/Owned</li></ul> by the Business<br /> (steward)<br /><ul><li> Technically enabled </li></ul> by IT (custodian)<br />Must have a Customer<br />Identity Strategy! <br />SFDC<br />Data <br />Recognition<br />Data <br />Enrichment<br />Business<br />Rules<br />Data <br />Standardization<br />Data<br />Cleansing<br />Data<br />Purge/Arch<br />ERP<br />Data<br />Auditing<br />Customer<br />Data Model<br />Hierarchy<br />Mgmt<br />
  8. 8. Customer Data Hub’s by Segment<br />Consumer<br /> 360 ° Customer<br />Transaction<br /> Views<br />Customer<br />ID Mgmt<br />Enterprise<br /> Sales <br /> Entity<br />Customer<br />Service<br />Customer<br />Loyalty<br />Partner/Channel<br /> Etc.<br />Analytics<br />Views<br />Real Time<br />Analytics<br />“Other”<br />Historical<br />Analytics<br />
  9. 9. Registry <br />Technique<br />34598<br />. . . .<br />D&B<br />M&A<br />Local ID1<br /> 360 ° Customer<br />Transaction<br /> Views<br />Customer<br />ID Mgmt<br />98743<br />Local ID2<br />Customer<br />Service<br />ERP<br />Customer<br />Loyalty<br />Global ID = 28110<br />Party ID local ID1 local ID2 <br />10000<br />10000 34598 98743 <br /> Etc.<br />Analytics<br />Views<br />ODS<br /> Workflow<br />Integration services<br />Real Time<br />Analytics<br />WS<br />EAI<br />ETL/EII<br /><ul><li>Authoring at Spokes
  10. 10. Cross Reference Only (attributes not mastered in hub)
  11. 11. Provides links to sources (that may not share the same data model)
  12. 12. Non-invasive (easier to implement, but less attribute consistency)</li></ul>DW<br />Historical<br />Analytics<br />DM<br />
  13. 13. Co-Existence<br />Technique<br />. . . .<br />34598 ABC Ltd 390 Baker Rd<br />D&B<br />M&A<br />Local ID1<br /> 360 ° Customer<br />Transaction<br /> Views<br />Customer<br />ID Mgmt<br />98743 ABC Ltd 390 Baker Rd<br />Local ID2<br />Customer<br />Service<br />ERP<br />Customer<br />Loyalty<br />Global ID = 28110<br />Party ID Party Name Party Addr local ID local ID2 DUNS#<br />10000<br />10000 ABC Ltd 390 Baker Rd 34598 98743 65412<br />34577 IBM Inc 983 NY Ave 56789 54321 78902<br />Party ID<br /> Etc.<br />10000 ABC Co 390 Baker Rd<br />Analytics<br />Views<br />ODS<br /> Workflow<br />Integration services<br />Real Time<br />Analytics<br />WS<br />EAI<br />ETL/EII<br /><ul><li> Authoring at Spokes AND at Hub possible (not subscription)
  14. 14. Cross References and Golden Record stored at hub
  15. 15. Maps attributes to common data model
  16. 16. Extended Attributes
  17. 17. High Attribute consistency</li></ul>DW<br />Historical<br />Analytics<br />DM<br />
  18. 18. Transactional <br />Technique<br />34598 ABC Ltd 390 Baker Rd<br />D&B<br />M&A<br />Local ID1<br /> 360 ° Customer<br />Transaction<br /> Views<br />Customer<br />ID Mgmt<br />98743 ABC Ltd 390 Baker Rd<br />Local ID2<br />Customer<br />Service<br />ERP<br />Customer<br />Loyalty<br />Global ID = 28110<br />Party ID Party Name Party Addr local ID local ID2 DUNS#<br />10000<br />10000 ABC Ltd 390 Baker Rd 34598 98743 65412<br />34577 IBM Inc 983 NY Ave 56789 54321 78902<br />Party ID<br /> Etc.<br />10000 ABC Co 390 Baker Rd<br />Analytics<br />Views<br />ODS<br /> Workflow<br />Integration services<br />Real Time<br />Analytics<br />WS<br />EAI<br />ETL/EII<br /><ul><li> Authoring at Spokes AND at Hub possible (consumes changes from hub)
  19. 19. Cross References and Golden Record stored at hub
  20. 20. Maps attributes to common data model
  21. 21. Extended Attributes
  22. 22. High Attribute consistency, High cross systems consistency</li></ul>DW<br />Historical<br />Analytics<br />DM<br />
  23. 23. CDH Build Methodology<br /> Data Analysis/Data Assessment (spokes)<br />1<br /> Data Analysis/Master Data Model (hub)<br />2<br /> Broader <br />Architecture<br />Spoke<br />Define Business<br />logic/workflow<br />3<br />1<br />Integration<br />Identify/Define<br />participation model<br />4<br />Outbounds<br />1<br />Hub<br />Inbounds<br />Overall/Broader <br />architecture participation<br />5<br />1<br />2<br />3rd party <br />service<br />3<br /> Define Governance, Stewardship, business org<br />6<br />4<br />1<br />1<br />Build/Deploy<br />7<br />1<br />5<br />7<br />6<br />
  24. 24. CDH Build Methodology Data Analysis/Data Assessment ** SPOKES **<br />1<br />Data Analysis/Data Assessment<br /><ul><li>Def’s, Models, Attributes
  25. 25. Use cases/Data accesses
  26. 26. Volatility/Frequency/Velocity
  27. 27. Data Quality assessment
  28. 28. Dependencies</li></ul> Upstream/Downstream<br /><ul><li>Rules being applied
  29. 29. Standards being applied
  30. 30. Logic being applied
  31. 31. What we have and </li></ul> what we need<br /> Broader <br />Architecture<br />Spoke<br />1<br />Integration<br />Outbounds<br />1<br />Hub<br />Inbounds<br />1<br />3rd party <br />service<br />1<br />1<br />1<br />
  32. 32. CDH Build MethodologyData Analysis/Master Data Model ** HUB **<br />2<br />Data Analysis/Master Data Model <br /><ul><li>Def’s, Models
  33. 33. Identify Core Attributes and</li></ul> Relationships (scope)<br /><ul><li> Use cases/Data accesses</li></ul> &gt; starting with CRUD<br /><ul><li> Understand the data </li></ul>Volatility, Frequency, Velocity <br /><ul><li> Identify cross Reference & </li></ul> Registry needs<br /><ul><li> Identify Extended Attributes
  34. 34. Start identifying the rules </li></ul> that we need applied<br /><ul><li> Start identifying the </li></ul> standards that we need<br /> applied<br /><ul><li> Start identifying the logic </li></ul> that we need applied<br /> Broader <br />Architecture<br />Spoke<br />Integration<br />Outbounds<br />Hub<br />Inbounds<br />2<br />3rd party <br />service<br />
  35. 35. CDH Build MethodologyDefine Business Logic/Workflow ** HUB **<br />3<br />Define Business Logic/Workflows <br /><ul><li> Identify and map out the </li></ul> hub based business logic<br /> needed<br /><ul><li> Validate that all Use cases</li></ul> and Data accesses are <br /> addressed<br /><ul><li> Factor in Volatility, </li></ul> Frequency, Velocity<br /><ul><li> Clearly identify all major</li></ul> Workflows (automated or<br /> one’s with human interface)<br /><ul><li> Dependencies identified
  36. 36. Identify rules logic to be </li></ul> applied at the hub (cleansing<br /> rules, so on)<br /><ul><li> Identify standards to be</li></ul> applied at the hub<br /> Broader <br />Architecture<br />Spoke<br />Integration<br />Outbounds<br />Hub<br />Inbounds<br />3rd party <br />service<br />3<br />** This may include calls to third party services (matching, cleansing, validation, so on)<br />
  37. 37. CDH Build MethodologyDefine Participation Model ** HUB/SPOKE **<br />4<br />Define Hub/Spoke Participation Model<br /><ul><li> Identify and define how each</li></ul> spoke interacts with the hub<br /> AND with each other<br /> (termed participation model)<br /><ul><li> Cleary identify and define</li></ul> each inbound and outbound<br /> behavior in terms of publish,<br /> subscribe<br /> (provider/consumer)<br /><ul><li> Remember, we are defining</li></ul> a microcosm of organisms<br /> that must now live together<br /> (not a silo)<br /> Broader <br />Architecture<br />Spoke<br />Integration<br />Outbounds<br />Hub<br />Inbounds<br />3rd party <br />service<br />4<br />
  38. 38. CDH Build MethodologyOverall/Broader Architecture Participation <br />5<br />Define overall/broader architecture participation<br /><ul><li> Clearly identify how the </li></ul> MDM customer data is to be <br /> utilized in the broader <br /> company architecture<br /><ul><li> Examples are with ODS,</li></ul>Sales, Marketing, Finance,<br /> EDW, WS’s, SOA, so on.<br /><ul><li> This new microcosm must</li></ul> now fit into the broader<br /> universe of your other <br /> systems<br /> Broader <br />Architecture<br />Spoke<br />Integration<br />Outbounds<br />Hub<br />Inbounds<br />3rd party <br />service<br />Other<br />Platforms<br />and Systems<br />5<br />
  39. 39. CDH Build MethodologyDefine Governance, Stewardship, Business Org.<br />6<br />Define Governance, Stewardship, and Business Organization<br /><ul><li> Clearly identify how the </li></ul> MDM of Customer data is <br /> managed from the business<br /> side (process, workflow, <br /> ownership, coordination, and with a liaison into IT – the custodians) <br /><ul><li> Create a stewardship model</li></ul> and organization. This may<br /> include a steering <br /> committee that acts as a <br /> policy maker and compliance<br /> arm of this key data category<br /> Broader <br />Architecture<br />Spoke<br />Integration<br />Outbounds<br />Hub<br />Inbounds<br />3rd party <br />service<br />Other<br />Platforms<br />and Systems<br />6<br />
  40. 40. Broader <br />Architecture<br />Spoke<br />Integration<br />Outbounds<br />Hub<br />Inbounds<br />3rd party <br />service<br />Other<br />Platforms<br />and Systems<br />CDH Build Methodology*** Deliverables and Artifacts ***<br />Metadata/Model<br /><ul><li> Core attributes to be managed
  41. 41. Party-based mappings (hub/spoke)
  42. 42. Cross Reference Identities/Registry
  43. 43. Ownership model
  44. 44. Data Models (hub/spokes)
  45. 45. life cycle (archive, purge, availability) </li></ul>Business Logic<br /><ul><li> Workflow
  46. 46. Merge, match, Dedupe logic
  47. 47. standardization, cleansing
  48. 48. Data sync needs
  49. 49. Mappings/context
  50. 50. Transformations needed
  51. 51. Logical/physical merge approach
  52. 52. Frequency/Velocity requirements </li></ul>Participation Model<br />Broader Architecture<br /><ul><li> Inbound/Outbound definitions
  53. 53. Contributing Attributes from each spoke to the hub
  54. 54. overall publishing/subscribing needs (frequency/volatility)
  55. 55. Other system interfaces </li></ul> (Upstream/downstream)<br /><ul><li> General exposure methods (WS,</li></ul> API, Services)<br />
  56. 56. CDH Build MethodologyEnterprise Customer Phase I<br /> Broader <br />Architecture<br />Aprimo<br />Accounts<br />Contacts<br />Integration<br />Hub<br />Accounts<br />Match<br />Publish<br />Subscribe<br />Enrich<br />ABC.com<br />DNB<br />(enrichment)<br />Accounts<br />Contacts<br />Trillium<br />(Cleansing <br />& Match)<br />Siebel/CRM<br /> Next Spoke<br />
  57. 57. Enterprise Customer (Hybrid-Party Model)<br />Relationships<br />Hierarchies<br />Hierarchy<br />Level<br />Hierarchy<br />Types<br />Product<br />Authorization<br />Product<br />Authorization<br />Types<br />Product<br />Authorization<br />Groups<br />Agents/Partners<br />Relationship Types<br />Account<br />Contact<br />Contact<br />Roles<br />Contact<br />Role<br />Types<br />Parties<br />CONTACT (Person)<br />ACCOUNT (Organization)<br />GROUP<br />Account<br />Role<br />Types<br />Account<br />Roles<br />Customer<br />Account<br />Contact<br />Profile<br />Account<br />Profile<br />Contact<br />Preferences<br />Account<br />Types<br />Account<br />Type<br />Types<br />Customer<br />Account<br />Site<br />External<br />Enrichments<br />(D&B, etc)<br />Agreement<br />Role<br />Types<br />Agreements<br />Agreement<br />Contacts<br />Agreement<br />Role<br />Location<br />GEO Unit<br />GEO Unit<br />Relationship<br />Geo<br />Structure<br />Geo<br />Level<br />- R17<br />R18 TBD<br />R17<br />
  58. 58. Enterprise Customer example<br />Org (Party)<br />Highest level <br />Sales Entity<br />“General Electric”<br />“102099994”<br />Person (Party)<br />Hierarchy<br />“Parent to Subsidiary”<br />“Jane Doe”<br />Org (Party)<br />“General Electric – Corporate”<br />“Contact”<br />“45669994”<br />Party<br />Org (Party)<br />“Parent to Subsidiary”<br />“General Electric – Satellite Div”<br />“DUNS#”<br />“100022”<br />“SFDC Reference”<br />“64909977”<br />“ERP Customer # (Bill to)”<br />“DUNS#”<br />“Partner/Channel (sell thru)”<br />Extended<br />Attributes<br />“3689”<br />Org (Party)<br />“342990667”<br />“IM2990699”<br />“29903689”<br />
  59. 59. Questions?<br />Send me emails at:<br />pbertucci@dbarchitechs.com<br />

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