Hilton Union SqUare • San franciSco, ca
conference
                                                              March 14-...
Enterprise Data World
    is a great value!
    !eulav taerg a si
    ExplorE the entire range of data                    ...
SPonSoRS & EXHiBiTS

                                                                                  PLATINUM SPONSOR
  ...
AgEndA AT A glAnCE

SunDay, march 14
10:00 AM –1:00 PM     cDmp Exam preparation              patricia cupoli, dAMA intern...
AgEndA AT A glAnCE

                                                                                                      ...
AgEndA AT A glAnCE
WEDnESDay, march 17
7:30 AM – 8:30 AM     Dama-Dmbok Working Session - chapter 10 Document and content ...
AgEndA AT A glAnCE
                                                                                                       ...
CdMP inFoRMATion


Get certified at
eDW san Francisco!
!ocSicnarF naS WDE
it’s a great time to stand out from the crowd an...
sunday, marcH 14                           WorKsHops
SunDay, march 14                                               RooM: ...
WorKsHop + nigHt scHool                                                                              sunday, marcH 14

Roo...
MondAY, MARCH 15                             tutorials
be done to mitigate such failures. It further investigates    of ap...
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  1. 1. Hilton Union SqUare • San franciSco, ca conference March 14-18, 2010 ExplorE lEarn Grow produced by: platinum sponsor: gold sponsors: __ silver sponsors: ___________ EWSolutions
  2. 2. Enterprise Data World is a great value! !eulav taerg a si ExplorE the entire range of data collaboratE & nEtWork with 1000 management topics in one place… of your colleagues—swap stories, build Metadata, MDM, EIM, SOA, Modeling… relationships, and find out how your it’s all here. Over 200 hours of instruction. methods measure up. lEarn in a variety of session types and aDvancE your career by becoming a formats—full-day tutorials, field reports, Certified Data Management Professional. contentious panels, SIG discussions and Already certified? The conference is bleeding-edge insights are all part of approved for your continuing education the mix. contact hours. ExpEriEncE an intensive professional development opportunity and collect the Watch the bottom line—EDW’s information your organization needs to cost-per-day is 20-40% less than other make strategic decisions - in just 5 days! conferences. GroW from in-depth information catering EDucatE the team with our amazing to the full range of roles: business and IT, group discount: Send three team members entry-level to expert. and a fourth attends free! comparE the industry’s leading products at the exhibits. What the business Wants thursday, 11:10 am - 12:30 pm Graeme c. Simsion Principal, Simsion & Associates Level: Business Ask iT professionals to nominate their biggest challenge, and it’s unlikely to be technical. Since the earliest days of information systems, management support - or the lack of it - has been the problem. Efforts at persuasion and “internal marketing” have often been amateurish and ineffective; hardly surprising as most iT people are not sales professionals. And any professional sales person would tell us that we are making the most fundamental mistake of all: focusing on the product rather than the client. So let’s take some time out to look at the client. We’ll ask: • Who are these “business” managers? • What do they want? • Why are they resistant to our ideas? Why are they rejecting our help? • How do we connect with them? • Can we meet their needs? • What does that mean for our goals? • • • AdditionAl keynote speAkers will be Announced At A lAter time –– be sure to check bAck • • • 2 EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA
  3. 3. SPonSoRS & EXHiBiTS PLATINUM SPONSOR ASG is the industry leading provider of enterprise Metadata Management solutions. ASG-Rochade® is a powerful metadata repository that manages information about data and systems across the enterprise, uncovering complex relationships between information technology assets, facilitating what-if analysis, and increasing the productivity of business and IT. ASG-metaGlossary™ is a business glossary solution that provides a governed and contextually rationalized vocabulary between business and IT to help proactively address data governance and compliance mandates. Founded in 1986, ASG offers software solutions in the Metadata Management, Applications Management, Operations Management, Information Management, Performance Management, Infrastructure Management and Service Support areas. www.asg.com ASG provides these solutions to more than 85 percent of the world’s largest companies, enabling them to reduce costs, improve business-service delivery, and reduce risks. With more than 90 offices worldwide, ASG is a privately held company based in Naples, Florida. Visit www.asg.com to learn more. GOLD SPONSORS Adaptive has been in the market Progress Software Corpora- EWSolutions, headquartered for more than a decade providing tion (NASDAQ: PRGS) is in Chicago, is a full-service comprehensive, extensible, scalable a global software company strategic consulting & systems www.datadirect.com metadata repository products and that enables enterprises to development partner providing www.adaptive.com services. Adaptive’s repository be operationally responsive to changing conditions and customer EWSolutions corporations and government products support a range of data interactions as they occur – to capitalize on new opportunities, agencies with best-in-class, management initiatives including managing regulatory compliance, www.ewsolutions.com advancing data governance and stewardship, improving the quality drive greater efficiencies and reduce risk. The company offers a knowledge-based solutions of business intelligence solutions, and implementing enterprise comprehensive portfolio of best-in-class infrastructure software using business intelligence, data business semantics. Adaptive leverages industry standards to inte- spanning event-driven visibility and real-time response, open warehousing, and managed meta data environment technologies. grate with the broadest set of metadata sources. Adaptive’s power- integration, data access and integration, and application develop- EWSolutions delivers a total solution for designing, building, ful query capability provides quick and visual understanding of ment and deployment – all supporting on-premises and SaaS/ maintaining, or improving an enterprise architecture, business data lineage and impacts of change. Adaptive’s customers benefit Cloud deployments. Progress maximizes the benefits of operational intelligence, data warehouse and meta data repository investment to from increased confidence in the information produced by their IT responsiveness while minimizing IT complexity and total cost attain a competitive business advantage and achieve total value. systems along with improved IT development productivity. of ownership. Progress can be reached at www.progress.com or 1-781-280-4000. Sybase is the largest enterprise The CA ERwin® modeling family has been the name associated software and services company with data modeling for years. Today, DataFlux enables organiza- exclusively focused on managing we offer much more than just data tions to analyze, improve and and mobilizing information. With modeling and we’ve expanded our of- control their data through our global solutions, enterprises fering to include data profiling, model www.dataflux.com www.erwin.com an integrated technology www.sybase.com can extend their information validation, process modeling, ERP platform. With DataFlux enter- securely and make it useful for integration, metadata management, prise data quality and data integration products, organizations can people anywhere using any device. The world’s most critical data and model management. CA (NASDAQ: CA), the world’s leading more effectively and efficiently build a solid information founda- in commerce, communications, finance, and government runs on independent information technology (IT) management software tion that delivers a unified view of customers, products, suppliers Sybase. For more information, visit www.sybase.com. Sybase company, provides software to unify and simplify the management or any other corporate data asset. DataFlux customers can rapidly PowerDesigner, the industry-leading data modeling tool, provides of complex computing environments. Today, we are working with assess and improve problematic data, building the foundation for a model-driven approach to empower and align business and IT. the majority of the Forbes Global 2000, as well as government data governance, compliance and master data management initia- PowerDesigner enables enterprises to more easily visualize, ana- organizations and thousands of companies in diverse industries tives. Visit www.dataflux.com to learn more. lyze and manipulate metadata for effective enterprise information worldwide to transform IT management. architecture. Denodo, the recognized innovator Data Advantage Group, Inc. is of virtual data integration, delivers a leading provider of enterprise in- formation asset management soft- a single platform that combines data integration and Web process Exhibit hours ware. Data Advantage Group’s www.denodo.com www.dag.com award-winning MetaCenter automation to enable real-time in- tuesday, March 16, 2010 tegration of internal, external/Web, structured and unstructured data Platform enables organizations to using a non-intrusive and light-weight approach that is significantly reception 5:00PM– 8:00PM easily research, locate, and catalog information assets and to bridge less expensive, faster and more flexible than traditional approaches. the gap between business and IT communities. The MetaCenter Leading companies use Denodo across the enterprise to get data Wednesday, March 17, 2010 Platform is used by leading companies around the world to deliver easy to use web-based data governance and metadata management services for SOA, Competitive & Business Intelligence, Customer 12:00PM– 3:30PM Portals and Mashups, Contact Centers, B2B Web Automation and solutions. much more. For more information visit www.denodo.com. SILVER SPONSORS EXHIBITORS Red C 0 M 100 Y 90 K www.collibra.com www.melissadata.com www.abinitio.com www.embarcadero.com www.globalids.com www.intellidimension.com www.dama.org www.metaintegration.net www.mkp.com www.topquadrant.com www.trilliumsoftware.com www.softlakesolutions.com www.talend.com www.silwoodtechnology.com EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA 3
  4. 4. AgEndA AT A glAnCE SunDay, march 14 10:00 AM –1:00 PM cDmp Exam preparation patricia cupoli, dAMA international 3:30 PM – 6:45 PM W1: Quality by Design: Data W2: agile Database Development W3: normalization - the achilles W4: inevitable Scenarios and W5: re-Energizing Data Workshops integration Design techniques For Pramod Sadalage, Thoughtworks Inc. heel of Data modeling challenges in Data integration management, Governance and improved information Quality Gordon Everest, University of Minnesota Efforts & how to Deal With them modeling in your organization Andres Perez, IRM Consulting, Ltd. Co. Len Silverston, Universal Data Models, LLC Janine Stevens, Sabre Holdings Inc. Glenn Harper, Sabre Holdings Inc. 7:00 PM – 8:00 PM tainted truth: how to metadata management 101 Why does master Getting What you Deserve: Generating xml Schemas night School read industry research with hands-on Scenarios Data management Fail? 7 Steps to Gain respect in your from a canonical model - Neil Raden, Hired Brains Louis Darden, Sue Geuens (Turner), Edge Consulting organization a practical Example Health Management Corporation Rob Drysdale, InfoAdvisors George McGeachie, Metadata Matters Ltd. monDay, march 15 8:30 AM – 4:45 PM t1: master Data management t2: Data management t3: Data protection & Security t4: Data Warehouse rescue t5: how to Successfully tutorials David Loshin, Knowledge Integrity in the cloud management as a critical Neil Raden, Hired Brains implement Enterprise Malcolm Chisholm, Askget.com Inc . part of Governance information management David Schlesinger, Metadata Security LLC David Marco, EWSolutions 5:00 PM – 6:00 PM Deciding the case for Data applying Six Sigma to master Dama-Dmbok Working the Fine art of accelerating Data night School Quality investments Data management (mDm) Session - chapter 6 Data Security metadata harvesting modeling results by Frank Bernhard, OMNI Consulting Group Joe Danielewicz, management John Friedrich, Meta Integration Technology, Inc. Drilling into the process Joe Danielewicz Consulting, LLC Susan Earley, U.S. Cellular Christian Bremeau, Oliver Smith, QBE the Americas Meta Integration Technology, Inc. 6:15 PM - 7:15 PM Dama meeting: open to all dama members and interested parties tuESDay, march 16 7:30 AM – 8:15 AM Strengthening Service applying agile Software metadata on a Dime: how promoting and managing learning Strategies for oriented architectures (Soa) Engineering principles to to Simply and iteratively Deliver the Data Warehouse as a Getting certified with Semantics Data Governance an Enterprise metaData retail business Francine Adams, John Hebeler, BBN Technologies Martin Moseley, Initiate Systems repository using agile Arvind Shah, ICCP & Silotech Group Development methods Performance Development Corporation Sharon Asmus, Werner Enterprises 8:30 AM – 9:45 AM kEynotE 9:45 AM – 10:15 AM coffee break 10:15 AM – 11:15 AM monitor the Quality of your building a business case for terms of Engagement: Where technical introduction to the the challenges of managing master Data Data on the cloud business and it meet in the national information Exchange Emerging Semantic Thomas Ravn, Platon US Inc. Alex Rosen, MomentumSI Governance arena model (niEm) technology projects Ian Rowlands, ASG Donna Roy, Enterprise Data Management Jeff Jin, University of Texas Office / NIEM Project Management Office M. D. Anderson Cancer Center 11:30 AM – 12:30 PM Data.gov: answering the Demand Wikify your metadata! Why Facebook Games improving it Service Semantics for Social Search: for open Government Data integrating business Semantics, are taking over my life Delivery through an Easy to build, hard to buy Suzanne Acar, metadata Discovery, and Dave Menninger, Vertica Systems, Inc. Electronic Service catalog Christine Connors, TriviumRLG LLC U.S. Federal Data Subcommittee knowledge management Kai Holthaus, McKesson Corporate IT Kevin Lynch, Raytheon Missile Systems John Biderman, Harvard Pilgrim Health Care Brandy DeMarco, McKesson Corporate IT Cameron McLean, World Class Objects 12:30 PM – 1:45 PM break for lunch. Please note that lunch will not be served 1:45 PM – 2:15 PM your cloud, my cloud, any cloud martin Schneider, SugarCRM 2:30 PM – 3:30 PM the hillman Group Finds operationalizing bi and adopting the Dmbok - the Data management challenge: utilizing the Federal Supply chain Success through bi Data integration in the cloud the tEluS experience Google, microsoft, ibm and Enterprise architecture to technology: a case Study John Bair, LaunchPoint Mike Beauchamp, TELUS oracle in Enterprise Search open up the Government - Jim Honerkamp, The Hillman Group Mike Pittaro, SnapLogic Stephen Arnold, Arnold Information Technology a private citizen’s Guide to Government Data Dean Allemang, TopQuadrant 3:30 PM – 4:00 PM coffee break 4:00 PM – 5:00 PM Governance Strategy for abstract Data models for how Do you know your master Data management measuring the business Successful bi technology Data Services and Software architecture plans are Evolution - a case Study of impact of Data Governance management as a Service meeting business needs? Finance master Data Tony Fisher, DataFlux Sam Paper, Bank of America David Roberts, Central Intelligence Agency William Wimsatt, Wells Landers Group Vanitha Srinivasan, Intel Corporation Walid El Abed, Global Data Excellence Ltd. David J. Paper, Utah State University 5:00 PM – 8:00 PM Exhibits open and conference reception 4 EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA
  5. 5. AgEndA AT A glAnCE SunDay, march 14 cDmp Exam preparation patricia cupoli, dAMA international 10:00 AM –1:00 PM W6: Data management on a W7: introduction to the Semantic W8: Decision models and W9: Semantic modeling for W10: Data Services 3:30 PM – 6:45 PM Shoestring – “Strategies for Web and ontologies business rules: Everything Data Enterprise Data architecture & virtualization Workshops Eim when money is tight” Dave McComb, Semantic Arts Inc. professionals need to know Ken Orr, The Ken Orr Institute Robert J Abate, Intellisys, Inc. John Ladley, IMCue Solutions Simon Robe, Semantic Arts Inc. Ronald Ross, Business Rule Solutions LLC Peter Aiken, VCU/Data Blueprint Gladys Lam, Business Rule Solutions, LLC 7:00 PM – 8:00 PM night School monDay, march 15 t6: Enterprise metadata t7: Data modeling in the t8: the Fundamental t9: Data modeling challenges t10: linked Data for 8:30 AM – 4:45 PM management - bringing order Enterprise-wide vs. the Quality principles applied to total Within trends and technology the Web and the Enterprise tutorials to the Structured and Development project context information Quality management Steve Hoberman, David Wood, Zepheira unstructured Worlds William Smith, Larry English, Information Impact Int’l Inc. Steve Hoberman & Associates Mike Ferguson, William G. Smith & Associates Intelligent Business Strategies Ltd. Social karma: the art of reducing the cost and Scoping metadata management integrating Web Data and Semantic Web technologies 5:00 PM – 6:00 PM Effectively using Social complexity of business analytics Mark Mosley, EWSolutions traditional business Data for Enterprise applications night School media in business Ronald Shelby, IBM Global Services Dawn Michels, Target Corporation Shamod Lacoul, Independent Jim Harris, Obsessive-Compulsive Data Quality Dama meeting 6:15 PM - 7:15 PM tuESDay, march 16 Data modeling vs. object 7:30 AM – 8:15 AM orientated programming. Spanning the Divide. Paul Agnew, Universal Data Models kEynotE 8:30 AM – 9:45 AM coffee break 9:45 AM – 10:15 AM using a common Data model managing Data as a 10:15 AM – 11:15 AM for both bi and messaging corporate asset - an oil Jeff Pekrul, Genentech, Inc. company perspective Ted McKinnon, Genentech Inc. Frans Liefhebber, Royal Dutch Shell how to ask for money for your Developing and Executing a 11:30 AM – 12:30 PM Data management projects Global Data Strategy Jeanne Laughlin, Data Blueprint John Carter, Equifax, Inc. break for lunch. Please note that lunch will not be served 12:30 PM – 1:45 PM your cloud, my cloud, any cloud martin Schneider, SugarCRM 1:45 PM – 2:15 PM From the Whiz kids to the modeling the Enterprise – Security, Governance, 2:30 PM – 3:30 PM numerati: Shifting it from a practical approach and the information lifecycle being technology-centric to Matt Creason, Sybase, Inc. Ronda Henning, Harris Corporation information-centric Neil Hepburn, Hepburn Data Inc. coffee break 3:30 PM – 4:00 PM private Data and the public the compliant cloud 4:00 PM – 5:00 PM Data cloud: Why mixing public Marne Gordan, IBM Data is Good business Jamie Taylor, Metaweb Technologies, Inc. Exhibits open and conference reception 5:00 PM – 8:00 PM EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA 5
  6. 6. AgEndA AT A glAnCE WEDnESDay, march 17 7:30 AM – 8:30 AM Dama-Dmbok Working Session - chapter 10 Document and content management Susan Earley, u.s. cellular 7:30 AM – 8:30 AM a Data-Driven approach to Star-Schema Generation larry Seid & Sylvia harris, Pacific northwest national laboratory 8:00 AM – 8:30 AM identity vs. privacy: managing Social networks from an Enterprise Data architecture Data integration as a Service - rethinking Data management new ideas the Data conundrum perspective: integrating ontologies with Structured Enterprise Data not Just an Etl tool after all in an Evolving integrated Data Ted Shelly, Pinnacle Project Group LLC to more Effectively manage organization relationships Calla Knopman, Space William Pjura, Cambridge Interactive Development Corporation Knopman IT Consulting, LLC David Salmen, Data Tactics Corporation 8:45 AM – 9:15 AM xbrl: revolutionizing model-Driven Development using Web 3.0 technologies Solving the real-time Data Data Exchange at the netherlands ministry business reporting of applications that need to to unlock knowledge in crunch with Streaming SQl of Justice: Generation of business Docu- new ideas ment xml Schemas using oWl and the Greg Zegarowski, integrate Disparate Data Sources the Enterprise Julian Hyde, SQLstream un/cEFact cctS Financial Leadership Corporation in real time With infoGrid.org Jans Aasman, Franz Inc. Johannes Ernst, NetMesh Inc. Harry Biersteker, Ministry of Justice Ralph Hodgson, TopQuadrant Inc 9:30 AM – 10:30 AM lean Data Governance - comparison of Enterprise communicating with tricked by the relational business Semantics-driven an iterative approach Data platforms business people through paradigm: Why Some Data Does integration of Service-oriented Anne Marie Smith, William McKnight, high level models not behave as We Expect applications 21st Century Insurance McKnight Consulting Group Chris Bradley, IPL Michael Scofield, Loma Linda University Pieter De Leenheer, Donna Burbank, CA Collibra nv/sa & VU University Amsterdam 10:30 AM – 11:00 AM coffee break 11:00 AM – 12:00 PM information Governance understanding and next Generation What Every Data manager needs after the Fall: the Effect of the and information integrity at managing reference Data insider threats – Stories to know about health informatics Financial meltdown on Data bmo Financial Group in today’s Enterprise from the trenches Pamela Hulse, management in the u.S. Wayne Harrison, BMO Financial Group Mehmet Orun, Genentech Brian Contos, Imperva Inc. The Data Governance Institute April Reeve, EMC Consulting 12:00 PM – 3:30 PM Exhibits open 12:00 PM – 1:30 PM break for lunch. Please note that lunch will not be served 1:30 PM – 2:30 PM Eim – Strategy to pragmatic best career insurance for Data taming the hierarchy monster practicing Enterprise information Starting the Data Delivery – organizational management professionals: Bonnie O’Neil, Westridge Consulting architecture ii: What to Deliver conversation – a case Study of capability approach from continual Development and and how to Deliver information the Data management maturity a business perspective certification architecture model approach Developed Mark O’Gorman, Sun Life Financial Deborah Henderson, Xinhua Deng, Freddie Mac and Deployed within bp DA Henderson Consulting Ltd. Leon Bernal, Freddie Mac Mona Pomraning, BP Anne Marie Smith, 21st Century Insurance 2:30 PM – 3:15 PM coffee break 3:15 PM – 4:15 PM Semantically controlled location, location, location – Just modeling as a automating the management a Systems approach to Data hierarchical Data mashups as in real Estate, location is the risk-management Strategy of reference Data, Generalized and its management and their Dynamic processing most important Data for the blm Robert Zoltok, Roberts, Logan Inc. models and codes Noreen Kendle, Gartner Michael David, Christine Hawkinson, Karen Lopez, InfoAdvisors Advanced Data Access Technologies, Inc. G&B Solutions (at the BLM) Barb Kett, BLM 4:30 PM – 5:30 PM powerDesigner SiG Strategic career planning Matt Creason, Sybase, Inc. and the cDmp Eva L. Smith, DAMA International thurSDay, march 18 8:30 AM – 9:30 AM the mDm Journey at Exploring heterogeneous how Data abstraction techniques Enabling Eim through a the Serious business of Fun: australia post oceans of Data - Semantic resolve the Data Sharing Enterprise meta Data managing Data in online Eva Gardyn, Australia Post Web ontologies conundrum in the intelligence management Environment Games Yijing Zhou, Eli Lilly and Company community Ngan MacDonald, Brian Sletten, Bosatsu Consulting, Inc. Bob Blair, RW Technologies, Inc. Health Care Service Corporation Michael Jennings, EWSolutions 9:30 AM – 9:50AM coffee break 9:50 AM – 10:50 AM viral Data in Soa: an instant Enterprise information Soa Data Governance - code management Systems how to integrate modeling Enterprise pandemic models – Just add patterns managing your Data in motion in large Enterprises - and Web 2.0 technologies to Neal Fishman, IBM John Giles, Country Endeavours Patrick Cross, Fosgail Corporation challenges and Solutions improve communication Saad Yacu, Allstate Insurance Jason Tiret, Embarcadero Technologies 11:10 AM – 12:30 PM keynote: What the business Wants Graeme Simsion, simsion & associates 12:30 PM – 1:30 PM break for lunch. Please note that lunch will not be served 1:30 PM – 4:45 PM S1: Gaining visibility into your S2: rESt and resource- S3: Data Governance and S4: a Fill-in-the-blanks S5: let’s talk business: Data through Data visualization oriented architecture Dancing in the rain business-Friendly Data Strategy a practitioner’s Guide to Lyndsay Wise, WiseAnalytics Brian Sletten, Bosatsu Consulting, Inc. Robert Seiner, KIK Consulting / TDAN.com Gwen Thomas, Data Governance Institute communicating about Data Danette McGilvray, Granite Falls FriDay, march 19 8:30 AM – 12:00 PM consulting Skills for it professionals Graeme Simsion, simsion & associates 6 EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA
  7. 7. AgEndA AT A glAnCE WEDnESDay, march 17 Dama-Dmbok Working Session - chapter 10 Document and content management Susan Earley, u.S. cellular 7:30 AM – 8:30 AM a Data-Driven approach to Star-Schema Generation larry Seid & Sylvia harris, Pacific northwest national laboratory 7:30 AM – 8:30 AM overview of Enterprise meta how to Effectively manage in 8:00 AM – 8:30 AM architecture Delivering real-time “Data about other new ideas Semantic Software components Data” or metadata Mark Arquette, John Trembley, Xeround MD Anderson Cancer Center 8:45 AM – 9:15 AM new ideas all roads lead to rome - turning Data into next Gen Data integration 9:30 AM – 10:30 AM the Global Data initiative merchandising reality includes the cloud case Study, 1 year later Ardley Tschetter, OfficeMax Suresh Chandrasekaran, Joshua Feinstein-Plummer, John Ford, OfficeMax Denodo Technologies Standard and Poor’s coffee break 10:30 AM – 11:00 AM business value assessment trends in business intelligence learning the Database landscape challenges in Developing cross-functional and cross-system 11:00 AM – 12:00 PM for mDm initiatives Jorgen Heizenberg, Capgemini in the opensource World metadata Standards: a case Study of american Greetings Nagesh Kanumury, Perficient Inc. Robert Bernier, Medio Systems Inc. Stephanie Lemieux, Earley & Associates, Inc. Exhibits open 12:00 PM – 3:30 PM break for lunch. Please note that lunch will not be served 12:00 PM – 1:30 PM tales from a master Data From Data management business agility, performance and Enabling customer master Data 1:30 PM – 2:30 PM management transformation to analytics - a Slow but Steady Enterprise architecture: a case management at lexmark roadtrip Journey Study in healthcare Sreedhar Srikant, Lexmark International Art Garanich, Peter Aiken, VCU/Data Blueprint Dorin Andreescu, GPMSS Swapan Dutta, Wipro Credit First National Association Rob Reynolds, Markel Insurance Jaime Fitzgerald, Fitzgerald Analytics coffee break 2:30 PM – 3:15 PM putting theory into practice in the real World: a case Study of look before you leap: a business business agility, performance and Enabling customer master Data 3:15 PM – 4:15 PM implementing a new Data management program by Following case for Data Quality Enterprise architecture: a case management at lexmark time-tested Data resource management principles and practices James Viveralli, Erie Insurance Group Study in healthcare Michael Miller, Cincinnati Financial Corporation Sreedhar Srikant, Lexmark International Dorin Andreescu, GPMSS Swapan Dutta, Wipro 4:30 PM – 5:30 PM thurSDay, march 18 Sustaining your Data predictive analytics for the practical principles learned in 3 8:30 AM – 9:30 AM Quality program masses: making the impossible years of Data Governance Teresa Cox, AEGON USA possible Pablo Riboldi, LDS Church Thomas Neff, AEGON USA Mike Psenka, eThority Jim Young, eThority coffee break 9:30 AM – 9:50AM real-world Struggles and Successes Data Strategy on a Shoestring viral Data in Soa: an Enterprise 9:50 AM – 10:50 AM of implementing a master Data Chris Allen, Amgen pandemic management Environment Neal Fishman, IBM Gene Boomer, OneAmerica Financial Partners Inc. keynote: What the business Wants Graeme Simsion, simsion & associates 11:10 AM – 12:30 PM break for lunch. Please note that lunch will not be served 12:30 PM – 1:30 PM 1:30 PM – 4:45 PM FriDay, march 19 consulting Skills for it professionals Graeme Simsion, simsion & associates 8:30 AM – 12:00 PM EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA 7
  8. 8. CdMP inFoRMATion Get certified at eDW san Francisco! !ocSicnarF naS WDE it’s a great time to stand out from the crowd and display your commitment to the field of data management. We are pleased to offer you the opportunity to earn your cDMP certification at the conference. As an added bonus at Enterprise Data World 2010, all exam candidates can take the exams on a “pay if you pass” basis. ICCP’s 2010 DAMA member rate is $285 for each exam ($350 for non members), paid only if you pass at 50% correct or better. This applies to all exams other than beta exams, e.g. IS Core exam. You will need to bring your own laptop. The exams run off a USB drive. You may take an exam of choice during any of these open exam sessions. Three exams are required for the CDMP. The CORE IS skills exam, the Data Management CORE exam, and one related exam of your choice. Sunday, 1:30 – 3:00pm • Tuesday, 5:00 - 6:30pm • Tuesday, 6:30 - 8:00pm • Wednesday, 4:30 - 6:00pm noTE: Before January 30, 2010, pre-payment of exams can be done through the ICCP office at the $250 rate per exam. Call 847.299.4227 or 800.843.8227 or email office@iccp.org. On-site registration and payment can be done in the exam room. There are also a number of beta exams which are free to take. Payment is only required if you want to convert the beta exam to have it count towards the CDMP or re-certification. The conversion fee is $195. The Institute for Certification of Computing Professionals (ICCP) has approved this program for awarding contact hours to be credited to recertification records for continuing education. 120 hours are required for recertification, and recertification must be done every three years. cDmp Exam preparation sunday, 10:00 am - 1:00 pm patricia cupoli, DAMA ICCP Director, DAMA International Level: Introductory This workshop covers the process, tips and techniques of successful CdMP exam taking. in this interactive and informative session, you will learn: • Concepts and terms used in the CdMP exams • Alignment of CdMP data exams with dAMA-dMBoK • What topics comprise each exam’s body of knowledge • Self-assessment of your knowledge and skill • What to expect during the certification exam process Workshop attendees will have the ability to retake any exams for a better score (one retake per exam) during the scheduled conference exam sessions as well as be able to take the certification exams on a “pay if you pass” basis (passing is 50% or better) on their laptops. Your exam results and performance profile can be viewed immediately. if you take and pass all three certification exams, you could leave Enterprise data World 2010 with a Certified data Management Professional credential! Please note there is an additional $50 fee for this class. 8 EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA
  9. 9. sunday, marcH 14 WorKsHops SunDay, march 14 RooM: XXX RooM: XXX W3: normalization - the achilles heel W5: re-Energizing Data WORKSHOPS of Data modeling management, Governance and 3:30 PM – 6:45 PM modeling in your organization level: introductory RooM: XXX level: intermediate Gordon Everest W1: Quality by Design: Data Professor Emeritus, University of Minnesota Janine m. Stevens integration Design techniques For Many database professionals think they know all about Enterprise Data Architect, Sabre Holdings Inc. improved information Quality Normalization, but when it gets down to doing it, or explaining it to others in their organization, they often level: intermediate stumble. This workshop will test your knowledge, work Glenn harper andres perez on some exercises, and learn (or reinforce) some principles Chief Infrastructure Architect, Sabre Holdings Inc. Sr. Information Management Consultant about record-based (ER/relational) database design. You IRM Consulting, Ltd. Co. are guaranteed to come out of this workshop a better As a world leader in the travel marketplace, Sabre Holdings data modeler. Even if you know all about normalization merchandises and retails products and provide distribution Organizations spend enormous resources implementing (or think you do), this session will give you the ability and technology solutions for the travel industry. So how data integration processes (usually via ETL tools). to explain it to others who don’t have such a clear have we handled data management and how has securing However, often the customers of the new data structures understanding. The workshop explores: sensitive data changed the game? We will discuss the are frustrated with the quality of the information. They • What is normalization, its history and evolution, why it techniques that Sabre used to federate data governance frequently complain that lack of transparency in the design is important and invigorate data standards and data modeling in a large and implementation of these applications results in lack of • Basic principles globally diverse development organization. This workshop trust, and inhibits their use. In addition, defect detection • Conditions that call for normalization will present a case study with facilitated discussions on: and correction in databases and integration processes is very difficult and time consuming. This workshop • How to perform normalization • How Sabre re-energized data management back into the describes: • How to recognize and correct violations of normal forms organization • Consequences of not correcting violations of the normal • How PCI and PII is changing the attitude and culture • Methods to implement transparent, auditable and forms • How sensitive data identification has helped improve maintainable data integration processes including • Myths and misunderstandings about normalization which documentation and collaboration techniques for the implementation of the Quality by confuse both novices and experts • Centralizing models in a global work environment Design Rule: “Capture Information about Defects & • Why current DBMSs cannot help you produce a fully • Making standards relevant to an organization Events” which provides evidence and statistics to make normalized design. • Data modeling in an Agile development environment defect correction and prevention. • Find out what data modeling scheme is free of any • Techniques for information stewards involved in the concern for normalization, and its popular software tool You will take away from the workshop: identification and implementation of data integration which produces relational table designs guaranteed to be • How to create a workable governance organization processes, data conversions and data controls for mission in fifth normal form. • How to create a committed core team critical databases. • How to create global training on a shoe string budget • Methods to keep information stewards informed when • Moving to a single modeling tool and repository information defects take place and statistical reports to RooM: XXX • How to use case tools to identify data implement and verify process improvements. W4: inevitable Scenarios and challenges • How to introduce standards into a hostile environment in Data integration Efforts and how to RooM: XXX Deal With them RooM: XXX W2: agile Database Development W6: Data management on a level: Business Shoestring – Strategies for Eim when level: introductory money is tight len Silverston pramod Sadalage President, Universal Data Models, LLC Principal Consultant, Thoughtworks Inc. This workshop will provide tools and exercises to level: intermediate Agile and Iterative development are mainstream in the help data professionals effectively deal with inevitable John ladley software development world. Most application developers scenarios that occur in data integration efforts and are President, IMCue Solutions think the database is an impediment to agile development. usually the key to success. Based upon decades of real life experiences, Len Silverston will share scenarios that are Recessions tend to bring out the creative aspects of This presentation will show that agile development or so common in data integration efforts that it only makes continuing data management efforts even when money iterative and evolutionary development can be done with sense to proactively and effectively know how to deal with is tight. This session will review various strategies for the database, making the database an integral part of the them. We know these scenarios and obstacles will occur reducing cost of information project deployment, tools, application development effort and how the database and on most data management and data integration efforts, collaboration and processes. We will cover several the data team can be flexible to allow for rapidly changing whether it is an MDM, data warehousing, enterprise categories within enterprise information management requirements. What are agile development practices and information management, or other type of effort. Why where there are proven strategies to reduce costs. how do you apply them to databases? How does the data not be prepared to effectively handle these obstacles and Representative topics are: team contribute and stay productive in today’s software development environment? How can they influence the scenarios in advance? If an organization is not prepared in • Open Source tools software being developed long before it’s deployed? This advance, people usually react instead of proactively and • From BI to repository Collaboration presentation will talk about Agile practices like: intelligently responding, and this usually ends up badly. • Within our reach and a true cost saver Agile processes Most people in data integration efforts realize that the • Reducing the cost of deployment • Pair Programming core issues are not technical – they are interpersonal. This • Continuous Integration interactive tutorial will share techniques that are essential • Refactoring to effectively integrating data. It will illustrate why some • Test Driven Development (TDD) data integration programs succeed and others fail and • Automated testing what skills are needed to help data integration efforts. This tutorial will also provide exercises where participants can practice these techniques and skills in scenarios that are bound to occur in data integration efforts. EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA 9
  10. 10. WorKsHop + nigHt scHool sunday, marcH 14 RooM: XXX RooM: XXX Attendees will learn: W7: introduction to the Semantic W9: Semantic modeling for Enterprise • The background, definitions, components, and key Web and ontologies Data architecture terminologies of Data Services • Best practices and new trends in data services and data level: introductory level: intermediate virtualization Dave mccomb ken orr President, Semantic Arts Inc. Chief Scientist, The Ken Orr Institute nigHt ScHOOl There is more interest in and need for Enterprise Data Architecture today than at any time in the past. Today, 7:00 PM - 8:00 PM organizations everywhere are trying to rationalize the Simon robe inventory of databases that make up their “accidental” RooM: XXX Director, Semantic Arts Inc. distributed data architecture (e.g, legacy databases, Generating xml Schemas From a Semantics and information systems is not a new relational databases, COTS databases, Access databases, combination, but the emergence of new semantic spreadsheets, XML files, attachments, media files, etc., canonical model: a practical Example technologies and semantic web standards is providing etc.). With this vast variety of data comes the need for level: intermediate tremendous impetus to a new semantic discipline and new methods to help data architects to make sense of changing the relationship between “semantics” and IT. everything. Semantic Modeling for Enterprise Data George mcGeachie Architecture is not the same thing as applying detail Metadata and Modelling Specialist, This presentation will introduce the Semantic Web and database modeling across the enterprise, rather it focuses Metadata Matters Ltd explain the key concepts and standards that make up on the modeling the major semantic components of data How can your systems be integrated if you can’t agree how the semantic web stack, including Resource Description (actors, roles, messages, objects, time, location and goals) long your account numbers are, how many lines there are Framework (RDF) and the Web Ontology Language and translating between different domains. in a customer’s address, or the mandatory data required (OWL). You’ll discover how these provide new building • Semantic Modeling: when creating a customer? Reduce the risk and costs of blocks for a semantic infrastructure. -Actors, Messages, Objects, Events/Time, Location integrating your business systems, by generating your XML We’ll also introduce the concepts of Description Logics and Goals Schemas from a canonical data model. Topics will include: (DL) and Open World Reasoning – Semantic inference -Defining Semantic Context • Why you should use a canonical data model is a major departure from constraint and template based -Defining Relationships (Actors vs. Roles) • Which canonical model should you use? environments such as relational and object oriented • Using Semantic Modeling within Enterprise Architecture • What if you manage it all in XML? development environments. We’ll also introduce how queries -Business Architecture (Business Process Modeling) • What if you leverage your enterprise or other common of semantic data are made via the SPARQL query language. -Data Architecture (Data Architecture Modeling, business model? Semantic-web Modeling) • A practical demonstration using a popular data RooM: XXX -Application Architecture (Application Frameworks) modelling tool. W8: Decision models and business • Managing Semantic Modeling • What other approaches are available for generating XSDs? rules: Everything Data professionals RooM: XXX need to know RooM: XXX tainted truth: how to read W10: Data Services & virtualization industry research level: intermediate ronald G. ross level: introductory level: Business Principal, Business Rule Solutions robert J abate neil raden Managing Principal, Intellisys, Inc. CEO/Founder, Hired Brains Our industry is loaded with “research,” much of it in the form Gladys S.W. lam of surveys, but it raises some questions about how we create Principal, Business Rule Solutions peter aiken and publish market research in this industry. Much of our This tutorial explains what decision models are about, Associate Professor/Founding Director, research is funded by vendors. At a certain level, the researcher VCU/Data Blueprint and how they relate to business rules, data models, and is attempting to uncover the sentiments in the market, but business process models. In-depth, hands-on skills are We are in the midst of a paradigm shift in how the sponsors are expecting a document that validates their developed, including how to build decision tables and organizations view and address data usage and delivery current marketing message. Because of this balancing act, it’s structured business vocabularies. Drawing heavily from of information. Technology has brought us a plethora of important to learn how to read survey results. real-life experience, Mr. Ross and Ms. Lam detail a data - how companies define, secure and distribute this • Recognizing distorted reporting carefully crafted step-by-step approach to organize and critical information is what sets them apart. This workshop • Knowing who paid for the survey develop pragmatic, effective solutions. will take the attendee through the topic of Data Services • Understanding the methodology behind a report including Data Virtualization. This workshop will begin • Evaluating “softball” questions Decision models based on structured business vocabularies with a discussion of the history of data services, what are • Spotting obvious manipulations of the responses and business rules offer practical new techniques to data services and how data virtualization is changing the • Auditability to evaluate the tabulation create more effective business solutions, to energize and way organizations are securing and delivering information • How the media reports the results of surveys accelerate the requirements process, and to inform data to its constituents. models as never before. These innovative methods have proven highly successful in organizations of many different We will examine the key drivers, definitions, RooM: XXX types and sizes. requirements of and review successful as well as new Why does master Data • Understand decision models, decision tables and business strategies that show how to deploy and sustain a data management Fail? rules services / virtualization plan in your organization. Areas • Coordinate decisioning artifacts with business to be covered include: level: introductory vocabularies and data models • The context for Data Services and Virtualization - How Sue Geuens (turner) • Communicate more successfully with both the business did we get here? Head Vodacom Data Management Centre., side and IT • Definition of data services and virtualization Edge Consulting • Improve the requirements process and complement • Turning data into trusted information through delivery This presentation paints a picture of some of the many and process models using data services varied reasons for MDM failures. It also tries to explain • Capture and organize knowledge in data-friendly fashion • Data availability and accessibility improved how these failures could have been avoided and what can • Organize and run a decisioning project • Best practices 10 EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA
  11. 11. MondAY, MARCH 15 tutorials be done to mitigate such failures. It further investigates of appropriate product selection, we will include throughout data’s long lifecycle requires a systemic whether there was a point at which failure was guaranteed, contributions from some of the leading solutions vendors approach. The workshop will review overlaps between but where success could have been the outcome if a on the agenda. And because most of the vendors take technical and administrative security and attempt to different route had been taken. different approaches, making it confusing to compare define and “demystify” certain technical areas. The solutions, David Loshin will put them into context for you goal is to increase the effectiveness of Data Governance • Failures and explain where each one is most appropriately applied. professionals in understanding the challenges and the tools • Overview Whether your implementation is just getting started or involved in protecting sensitive data. We will discuss the • Taking the failure apart well on the way to maturity, you’ll leave this tutorial with following elements of Data Governance: • Changing Failure to Success - is it possible? proven strategies to successfully plan or modify your own • Data confidentiality, data integrity, and data availability • Conclusions MDM program from this point forward. • User identification, authentication, and authorization • The MDM component model • Data Privacy and Confidentiality policies, standards, and RooM: XXX • MDM operational, organizational, and technical challenges enforcement goals • Master data models, metadata, quality and governance • Design and implementation goals of Data Protection metadata management 101 With • Customer data and product data Controls hands-on Scenarios • Master data integration • Information confidentiality classifications, why they • MDM architectures currently fall short and how to fix that level: intermediate • Master data synchronization and publication • Managing Data Access Views, and how this impacts louis Darden • What do MDM products do for you? software lifecycles and existing practices Senior Data Administration Advisor, • Product features, functionality and comparisons • Issues with Cloud Computing and some architectural Health Management Corporation • Best of breed solutions suggestions for data protection This tutorial is sponsored and limited participant contact in- • Why encryption is not a silver bullet, but still can be a This presentation stresses the importance of metadata to pretty good tool an organization and where it fits in the data warehousing formation will be shared with the sponsoring organizations. and business intelligence environments. It demonstrates metadata benefits using hands on scenarios to reinforce the RooM: XXX RooM: XXX power of metadata management. t4: Data Warehouse rescue t2: Data management in the cloud RooM: XXX level: intermediate level: intermediate Getting What you Deserve: 7 Steps to neil raden Gain respect in your organization malcolm chisholm President, Askget.com Inc. CEO/Founder, Hired Brains Cloud computing has recently emerged as a new paradigm Most data warehouses, and the processes they support, level: Business in IT, and it is already apparent that it will require innova- were designed based in principles from 10 years ago tive data management techniques in order to be successfully or more. Even newer implementations suffer from this rob Drysdale adopted. This tutorial explains the basis of cloud computing, problem. However, technology has exploded and data Senior Program Manager, InfoAdvisors and the varied ways in which it is being used by enterprises. warehouse/BI implementation are not designed for Too often we hear people complaining that they don’t The areas for governance, master data management, security the latest changes such as externalization of business get respect in their organization or that they aren’t and data protection are explored. In addition, special em- processes, real-time requirements, the vast quantities of involved in projects when they should be. It seems like phasis is paid to new columnar databases that are emerging unstructured data, massive scale, loosely coupled services our organizations don’t understand what we do, why it’s on the cloud. These databases will involve a reshaping of a replaced monolithic applications. The rapid rise of social necessary and the overall value that we can bring to any generation of database designers brought up on the relational networking connecting you with your customers, suppliers project (including package implementations). This session paradigm. You will learn: and regulators, not to mention your own employees, will provide insight into why this lack of respect exists, creates another channel for knowledge that is not currently • The basics of cloud environments, and what sets them how we got here and how we can change it. This session accessible. In this session, you will learn about a “surround apart from previous generations of IT will: strategy” that preserves the value of your data warehouse • How enterprises are using the cloud today, and likely while positioning to embrace all of the newer requirements. • Explain how we got here and what the future will look future directions like if we don’t do something about it • Governance for cloud use, including security, and the • The state of data warehouse design today and how it • Reveal the 7 things we can do to change how the business challenge of master data management needs to adapt to new requirements views us • The structure and design challenges of columnar data- • Emerging requirements from Web 2.0, SOA and social • Demonstrate what each of us can do to improve our bases, such as Bigtable networking personal value to the organization • Basic techniques in columnar databases, such as • Evaluating the gap MapReduce, indexing, and integrity. • A plan for renovation • “Big data” and semantic applications built on cloud • Design ideas databases • Guidelines for renovating the data warehouse monDay, march 15 RooM: XXX tUtORiAlS t3: Data protection and Security RooM: XXX t5: how to Successfully implement 8:30 AM - 4:45 PM management as a critical part Enterprise information management of Governance RooM: XXX level: intermediate t1: master Data management level: introductory David marco level: intermediate David Schlesinger President, EWSolutions Security Architect, Metadata Security LLC Almost every large government agency or Global 2000 David loshin Data protection is a critical area of Data Management, company is struggling to properly manage their enterprise’s President, Knowledge Integrity and Data Security Management makes up Section 5 of the data and its architecture. This difficulty is the direct This tutorial takes stock of MDM today – the key DAMA-DMBOK Framework. This tutorial will provide an result of the highly distributed, disjoined, needlessly technologies, products and best practices. It provides overview of the major responsibilities of Data Protection redundant and overly expensive information technology an overview of the business, organizational, and required for effective Data Governance. Data Protection is (IT) environments which currently exist throughout our technical issues that need to be addressed for your own vital since data retains its privacy and financial sensitivity industry. This situation has triggered the reemergence of successful program. Given the key strategic importance wherever it resides in the enterprise. Managing protection truly proactive Enterprise Information Management (EIM) EntErprisE Data WorlD 2010 • MARCH 14-18 , 2010 • SAn FRAnCiSCo, CA 11

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