Master Data Management methodology

Database Architechs
Customer Data Hub methodology August 2009 – Master Data Management

Mastering Customer Data
Customer Data Hub (CDH) architectural overview
Different data hub approaches

Registry Technique
Co-existence Technique
Transactional Technique

CDH Build Methodology (within a Development Life Cycle)
CDH Deliverables along the way
Customer Data Hybrid data model
Enterprise customer example

Business Processes & Systems
Sales
Marketing
Sales
Service
Fulfillment
Leads
Market
Quotes
Service / Support
Fulfillment
Contacts / Responses
Opportunities /
Deals
Orders
Registration / Activation
Renewals
ERP
Call Center
CRM/PRM
Whitespace
Quote Generation Order Mgmt
Credit Mgmt Product/Pricing
Invoicing/Billing Credit Card Proc
Account Mgmt Auto Fulfillment
Financial Mgmt Human Resources
Contract/Agreement Management
Opportunity/Lead Mgmt
Direct Sales
Channel Sales
- Partner Center
- Deal Reg Mgmt
Campaign Planning
Customer Profiling
Service/Contracts
Sterling
EDI
Mktg Apps
Renewal Opty
(int/channel)
Partner Center (service)
Customer Segmentation
& List Generation
Marketing Campaigns
Marketing Performance
Cleansing/De-duping
Lead Routing
Predictive Modeling
Forecasting
AOE
ERPAssets Mgmt, Entitlements, Procurement
Single OE
eStore
Orders
Credit Card Processing
Sub Center
Sub Customers
Service Requests
Agreements, Contracts
Electronic Fulfillment, Activation/Registration
Incentive Programs
Master Data
Account/Contacts/Partner and then Product/Pricing, Workforce, others)
(Identity Management
Business Services/Web Services – SOA
Data Delivery Platform (Real-time ODS , Aggregation Layer, Analytics, Predictive Modleling)

Business Processes & Systems (DATA)
Sales
Marketing
Sales
Service
Fulfillment
Leads
Market
Quotes
Service / Support
Fulfillment
Contacts / Responses
Opportunities /
Deals
Orders
Registration / Activation
Renewals
CONTACT
CUSTOMER
CUSTOMER
OPPORTUNITY
LEAD
OPPORTUNITY
PROSPECT
Account
Parent
(Company)
PARTNER
PRODUCT & PRICING
ORDERS
QUOTES
Campaign/
Event
DEALS
ASSETS/ENTITLEMENTS
CUSTOMER PROFILE/SEGMENTATION
CONTRACTS / AGREEMENTS
SUBSCRIPTIONS
REGISTRATIONS/ACTIVATIONS
SALES TERRITORY/GEO
COMP PLANS/QUOTAS
COMMISSIONS

MDM Customer
D&B
M&A
Partner
. . . .
Siebel

Governed/Owned

by the Business
(steward)

Technically enabled

by IT (custodian)
Must have a Customer
Identity Strategy!
SFDC
Data
Recognition
Data
Enrichment
Business
Rules
Data
Standardization
Data
Cleansing
Data
Purge/Arch
ERP
Data
Auditing
Customer
Data Model
Hierarchy
Mgmt

Customer Data Hub’s by Segment
Consumer
360 ° Customer
Transaction
Views
Customer
ID Mgmt
Enterprise
Sales
Entity
Customer
Service
Customer
Loyalty
Partner/Channel
Etc.
Analytics
Views
Real Time
Analytics
“Other”
Historical
Analytics

Registry
Technique
34598
. . . .
D&B
M&A
Local ID1
360 ° Customer
Transaction
Views
Customer
ID Mgmt
98743
Local ID2
Customer
Service
ERP
Customer
Loyalty
Global ID = 28110
Party ID local ID1 local ID2
10000
10000 34598 98743
Etc.
Analytics
Views
ODS
Workflow
Integration services
Real Time
Analytics
WS
EAI
ETL/EII

Authoring at Spokes
Cross Reference Only (attributes not mastered in hub)
Provides links to sources (that may not share the same data model)
Non-invasive (easier to implement, but less attribute consistency)

DW
Historical
Analytics
DM

Co-Existence
Technique
. . . .
34598 ABC Ltd 390 Baker Rd
D&B
M&A
Local ID1
360 ° Customer
Transaction
Views
Customer
ID Mgmt
Local ID2
Customer
Service
ERP
Customer
Loyalty
Global ID = 28110
Party ID Party Name Party Addr local ID local ID2 DUNS#
10000
10000 ABC Ltd 390 Baker Rd 34598 98743 65412
34577 IBM Inc 983 NY Ave 56789 54321 78902
Party ID
Etc.
10000 ABC Co 390 Baker Rd
Analytics
Views
ODS
Workflow
Real Time
Analytics
WS
EAI
ETL/EII

Authoring at Spokes AND at Hub possible (not subscription)
Cross References and Golden Record stored at hub
Maps attributes to common data model
Extended Attributes
High Attribute consistency

DW
Historical
Analytics
DM

Transactional
Technique
D&B
M&A
Local ID1
360 ° Customer
Transaction
Views
Customer
ID Mgmt
Local ID2
Customer
Service
ERP
Customer
Loyalty
Global ID = 28110
Party ID Party Name Party Addr local ID local ID2 DUNS#
10000
10000 ABC Ltd 390 Baker Rd 34598 98743 65412
34577 IBM Inc 983 NY Ave 56789 54321 78902
Party ID
Etc.
10000 ABC Co 390 Baker Rd
Analytics
Views
ODS
Workflow
Real Time
Analytics
WS
EAI
ETL/EII

Authoring at Spokes AND at Hub possible (consumes changes from hub)
Cross References and Golden Record stored at hub
Maps attributes to common data model
Extended Attributes
High Attribute consistency, High cross systems consistency

DW
Historical
Analytics
DM

CDH Build Methodology
Data Analysis/Data Assessment (spokes)
1
Data Analysis/Master Data Model (hub)
2
Broader
Architecture
Spoke
Define Business
logic/workflow
3
1
Integration
Identify/Define
participation model
4
Outbounds
1
Hub
Inbounds
Overall/Broader
architecture participation
5
1
2
3rd party
service
3
Define Governance, Stewardship, business org
6
4
1
1
Build/Deploy
7
1
5
7
6

CDH Build Methodology Data Analysis/Data Assessment ** SPOKES **
1
Data Analysis/Data Assessment

Def’s, Models, Attributes
Use cases/Data accesses
Volatility/Frequency/Velocity
Data Quality assessment
Dependencies

Upstream/Downstream

Rules being applied
Standards being applied
Logic being applied
What we have and

what we need
Broader
Architecture
Spoke
1
Integration
Outbounds
1
Hub
Inbounds
1
3rd party
service
1
1
1

CDH Build MethodologyData Analysis/Master Data Model ** HUB **
2
Data Analysis/Master Data Model

Def’s, Models
Identify Core Attributes and

Relationships (scope)

Use cases/Data accesses

> starting with CRUD

Understand the data

Volatility, Frequency, Velocity

Identify cross Reference &

Registry needs

Identify Extended Attributes
Start identifying the rules

that we need applied

Start identifying the

standards that we need
applied

Start identifying the logic

that we need applied
Broader
Architecture
Spoke
Integration
Outbounds
Hub
Inbounds
2
3rd party
service

CDH Build MethodologyDefine Business Logic/Workflow ** HUB **
3
Define Business Logic/Workflows

Identify and map out the

hub based business logic
needed

Validate that all Use cases

and Data accesses are
addressed

Factor in Volatility,

Frequency, Velocity

Clearly identify all major

Workflows (automated or
one’s with human interface)

Dependencies identified
Identify rules logic to be

applied at the hub (cleansing
rules, so on)

Identify standards to be

applied at the hub
Broader
Architecture
Spoke
Integration
Outbounds
Hub
Inbounds
3rd party
service
3
** This may include calls to third party services (matching, cleansing, validation, so on)

CDH Build MethodologyDefine Participation Model ** HUB/SPOKE **
4
Define Hub/Spoke Participation Model

Identify and define how each

spoke interacts with the hub
AND with each other
(termed participation model)

Cleary identify and define

each inbound and outbound
behavior in terms of publish,
subscribe
(provider/consumer)

Remember, we are defining

a microcosm of organisms
that must now live together
(not a silo)
Broader
Architecture
Spoke
Integration
Outbounds
Hub
Inbounds
3rd party
service
4

CDH Build MethodologyOverall/Broader Architecture Participation
5
Define overall/broader architecture participation

Clearly identify how the

MDM customer data is to be
utilized in the broader
company architecture

Examples are with ODS,

Sales, Marketing, Finance,
EDW, WS’s, SOA, so on.

This new microcosm must

now fit into the broader
universe of your other
systems
Broader
Architecture
Spoke
Integration
Outbounds
Hub
Inbounds
3rd party
service
Other
Platforms
and Systems
5

CDH Build MethodologyDefine Governance, Stewardship, Business Org.
6
Define Governance, Stewardship, and Business Organization

Clearly identify how the

MDM of Customer data is
managed from the business
side (process, workflow,
ownership, coordination, and with a liaison into IT – the custodians)

Create a stewardship model

and organization. This may
include a steering
committee that acts as a
policy maker and compliance
arm of this key data category
Broader
Architecture
Spoke
Integration
Outbounds
Hub
Inbounds
3rd party
service
Other
Platforms
and Systems
6

Broader
Architecture
Spoke
Integration
Outbounds
Hub
Inbounds
3rd party
service
Other
Platforms
and Systems
CDH Build Methodology*** Deliverables and Artifacts ***
Metadata/Model

Core attributes to be managed
Party-based mappings (hub/spoke)
Cross Reference Identities/Registry
Ownership model
Data Models (hub/spokes)
life cycle (archive, purge, availability)

Business Logic

Workflow
Merge, match, Dedupe logic
standardization, cleansing
Data sync needs
Mappings/context
Transformations needed
Logical/physical merge approach
Frequency/Velocity requirements

Participation Model
Broader Architecture

Inbound/Outbound definitions
Contributing Attributes from each spoke to the hub
overall publishing/subscribing needs (frequency/volatility)
Other system interfaces

(Upstream/downstream)

General exposure methods (WS,

API, Services)

CDH Build MethodologyEnterprise Customer Phase I
Broader
Architecture
Aprimo
Accounts
Contacts
Integration
Hub
Accounts
Match
Publish
Subscribe
Enrich
ABC.com
DNB
(enrichment)
Accounts
Contacts
Trillium
(Cleansing
& Match)
Siebel/CRM
Next Spoke

Enterprise Customer (Hybrid-Party Model)
Relationships
Hierarchies
Hierarchy
Level
Hierarchy
Types
Product
Authorization
Product
Authorization
Types
Product
Authorization
Groups
Agents/Partners
Relationship Types
Account
Contact
Contact
Roles
Contact
Role
Types
Parties
CONTACT (Person)
ACCOUNT (Organization)
GROUP
Account
Role
Types
Account
Roles
Customer
Account
Contact
Profile
Account
Profile
Contact
Preferences
Account
Types
Account
Type
Types
Customer
Account
Site
External
Enrichments
(D&B, etc)
Agreement
Role
Types
Agreements
Agreement
Contacts
Agreement
Role
Location
GEO Unit
GEO Unit
Relationship
Geo
Structure
Geo
Level
- R17
R18 TBD
R17

Enterprise Customer example
Org (Party)
Highest level
Sales Entity
“General Electric”
“102099994”
Person (Party)
Hierarchy
“Parent to Subsidiary”
“Jane Doe”
Org (Party)
“General Electric – Corporate”
“Contact”
“45669994”
Party
Org (Party)
“Parent to Subsidiary”
“General Electric – Satellite Div”
“DUNS#”
“100022”
“SFDC Reference”
“64909977”
“ERP Customer # (Bill to)”
“DUNS#”
“Partner/Channel (sell thru)”
Extended
Attributes
“3689”
Org (Party)
“342990667”
“IM2990699”
“29903689”

Questions?
Send me emails at:
pbertucci@dbarchitechs.com