We wanted to start by providing a quick overview of the Informatica Cloud Platform business, as it might have been a while since your last briefing with us. The Spring release builds on our last release which was Winter ‘14 that came out in November 2013.
The rest of today’s agenda is of course, a deep dive into our Spring 14 release and the key exciting new features that are part of it. We’d love to get your feedback as we go along.
Biogen idec: Cloud-first” initiative needed strategic platform ; Veeva and Service Cloud, integration to SAP and Oracle eBusiness Luminex: Delays in processing orders cost money and delayed bookings at end of quarter. Unable to deliver customer service with no visibility into shipping and invoice data in SFDC. Telus: 3rd party SI’s accessing PII data in Salesforce sandbox violated customer privacy policies… a non-starter. Evaluating “Subsetting” for Sandbox environments which requires 3 days work for every sandbox refresh. State Street: Salesforce “out-of-the box” customer hierarchy maxed out… a non-starter. Multiple “Sector Teams” each with different customer hierarchy view needs. Saved reps the time equivalent of 2 FTE’s
Johnson Controls: Salesforce was “customer master”, but used excel to manage different customer views Reps wasted hours in sales cycle finding data
Perhaps the best way of talking about the services in the platform is to look at specific customer use cases….
First – let’s look at Data Integration:
This is where most folks have heard of or used Informatica – so I am not going to spend much time here. Informatica Cloud pretty much pioneered this market with our first Cloud Integration product in March of 2007. If you ask Salesforce, they will tell you that more integration is done using Informatica Cloud than all other vendors combined. I know that one of your use cases is oracle eBiz…. I think we do over 50% of all Oracle eBiz integration to Salesforce.com
Anyway Informatica Cloud Data Integration is by far the most widely used Cloud Based integration product. Our claim to fame is around ease of use, but the secret sauce is probably the architecture. The way it works is that you download a “secure agent” (think of it like a webex plugin) that gives you local, native API level access to your on premise applications (like SAP, eBiz, MSFT, etc).
Next we have Application Integration
The big thing here is Process Automation. Interestingly, our customer at Luminex was the Oracle Applications Manager… he had a number of processes that interacted with Salesforce. Opportunity to Close, Invoice update, Order to ship, etc… and they needed visibility into all those processes – both to decrease working capital… but also just to provide customer service!
It’s not just that he needed orders processed in real time… It was equally important orders were processed in a 100% foolproof fashion.
I don’t know if you are familiar with the concept of “Statefulness” but a lot of application integration products, ESB’s and even Salesforce Visual Flow don’t have the concept of “State” or “Persistence”. Basically, statefulness means that you remember the step you are on in a business process and all the steps (and transformations) that happened previously. This is really a key concept in Informatica Cloud Application Integration. So if/when internet connecitvity is broken (or if someone closes a web browser in the orer process) the transaction picks up where it left off.
On the flip side, when the deal actually closes, you need to have something called “Message Correlation”… So the corresponding message confirming the closed transaction needs to be correlated with the original order. This is something that ESB’s just don’t have
But… probably the coolest thing about Informatica Cloud Application integration is the UI layer. When you are deploying a mashup (like an invoice or shipping update) you get the data right in salesforce without physically moving the data.
I don’t know if you use Salesforce Visual Flow, but you may not know that it renders everything as a Visual Force page. Not only are Visual Force pages inflexible (ie, you need to know Apex code to modify them) but they aren’t portable!!!! They literally don’t render on a mobile device! Informatica Cloud App integration renders all process UI’s in HTML and they all deploy natively on iPhone. We will literally get you better integration to “Salesforce 1” than Salesforce will on its own! … outside of Visual Flow – literally no one else even has a UI layer.
Next we have Sandbox Management (in our platform called Test Data Management):
Informatica Cloud is also useful in non-producting environments. Our customer at Telus (Bonnie Fong, the Market Intelligence Manager in the CRM group) was using a third party SI to do development work. CRTC policy (Canadian Radio Televesion and Telecommunications Commission) precluded 3rd pary access to the name/phone numbers of thier over 8MM subscriber base. Basically, they couldn’t use implementation consultants unless they could “Mask” the data in their Sandboxes. Bonnie got the 10 fields masked in about an hour! Now she is evaluating the subsetting functionality to save time/money on populating their 41 sandbox environments.
The big cost savings for Inforamtica Cloud TDM is not only that it masks sandbox data… but that it keeps REFERENTIAL INTEGRITY as it populates sandboxes. Our customers estimate that it takes 3 man days to refresh every sandbox for every test. With 41 sandboxes this is a huge cost sink. (Salesforce “Peformance Edition” comes with 30)
Informatica Cloud TDM works in 3 steps: first, it extracts a “subset” of data from your production app (think of it like a filter)… but the key is that it pull all related objects… next, it will mask any sensitive data you choose… and last (and this is the secret sauce) .. It leverages the External ID to load the sandbox while maintaining referential integrity. If you don’t keep referential integrity…none of the tests you run in sandbox are actually valid… and if you don’t have a way of keeping referential integrity automatically – you end up doing what we call “relationship reconciliation” by hand. Essentially you re-build all the relationships between objects…. which is why you can get charged A LOT for a “fully loaded” sandbox…
On the MDM front:
Both Johnson Controls and State street are good examples. I had some experience with State Street, so I’ll focus on that one. Not only did he have responsibility for compliance as it related to sales, but also for efficiency.
So… our MDM product includes Address/email cleansing as well as Dedup… but to me – those services are just table stakes.
they key issue on the Master Data Management front really is around Single View and Relationship management.
I don’t know if you know this, but the Salesforce customer hierarchy is limited to 400 “nodes” or branches. For most of our Enterprise customers this is a non-starter. At state street - their account hierarchy outstrips immediately. The other issue is that State Street had multiple different sales groups who required different customer hierarchies. Salesforce ‘out-of-the-box’ gives you only one!!! States Street had the Investment Management Sector, the Investment Servicing Sector, and State Street Global Exchange that all needed to see customer hierarchy in a dfferent way. And they all wanted to do Whitespace analysis to figure out who they could sell to.
For me – I think every customer needs Informatica Cloud MDM. To really do “white space analysis” or to do “campaign management” or even just good customer support you need this service.
This Data Management Hierarchy of needs is essentially what we have built with the Informatica Cloud Platform.
Unlike other vendors in the Cloud integration arena – Informatica Cloud is the only vendor who can offer Data Integration, Data Replication, Application Integration, Test Data Management, Data Quality, Address Cleansing, and MDM….
I don’t want to deep dive on the technical aspects of the platform… obviously it has open API’s, it’s massively scalable… we have over 2,000 customers and a Trust site that shows the amount of data we process at any given time, we process both bulk/batch data and real-time transaction processing, etc…
From a differentiation perspective… I would say that the two big differentiators are:
#1: The platform itself… as the leading data management vendor, we just offer more services than anyone else #2: And probably more important… is use-ability. The success of Informatica Cloud was really predicated on enabling Application Administrators to do Data Management work on their own. … What you will see with Informatica Cloud is that we basically build all the services for the Salesforce administrator skillset. (ie – if you can work with Salesforce - you can drive Informatica Cloud)…
Of course we have User Interface options for very complex use cases – but we try to tune for the App Admin skillset.
And, obviously, we are playing in multiple ecosystems, not just Salesforce. But also Amazon and NetSuite and some of the other big ecosystems. Connectivity is one of the key drivers to growing the business, and we have over 100 different Cloud connectors, whole bunch of them are listed here. There are more coming literally every day, but we are pretty excited about the portfolio and we do not think anyone else has sort of the breadth and depth of the connectors that we do. We have some of those enhanced in this release that we will talk about as well.
We have talked about a bunch of different stuff, but you know the really big differentiator in my mind comes down to three big things. One is the whole idea of (VIP). Any mapping can be easily converted into reusable template with parameterization. This whole notion of (VIP) is a huge differentiator. Nobody out in the industry has this, nobody has anything even close particularly if you marry it with a pure 100 percent Cloud designer.
Secondly, when you build these integrations, because everything is Cloud based and instantly updateable, when you change something so if you are familiar with salesforce, if they were the sales force app user and somebody added some custom field to sales force, well the integration you build in Cloud designer would instantly update the rest of the integration work flow, you would not have to do anything. It would instantly propagate those new fields into the filters and transforms and into the target. You know, we just work automatically. Fields get resolved and updated automatically when the change is sourced. And this is the capability, frankly, we do not even have it on On-Premise platform. This is a brand new capability that nobody else has in the industry.
And then finally, the whole, you know, UI for both developer and business app users is a total differentiator, nobody else has it in the industry. Everybody else has either very developer centric or super high level and you cannot really change it or do any advanced use cases for them. So, we think these are three big firsts that we have brought to the marketplace with this release particularly around productivity and being able to integrate it across On-Premise and Cloud through and advanced Cloud designer.
Mappings and Templates: Any mapping can be easily converted into reusable integration template through parameterization Rules-based linking: Industry first. Logical rules based on field names, data types etc are used to propagate fields through integration. These rules dynamically resolve to apply to fields added at source after integration was built App User friendly configurator: Automatically generated wizard interface allow app users to efficiently interface with and configure Integration Templates
Process Designer for App Owners Users consume REST/SOAP business services DI connector-based data services DI Tasks Processes
API definition – Codeless – Screenshot shows defining inputs to an Yahoo weather service API
API definition – Codeless – Screenshot shows defining outputs to an Yahoo weather service API
API Creation – Creating a new API with INFA Cloud Realtime – Create Order API is exposed as an REST and/or SOAP end point that reaches to on-premise SAP environment.
API Consumption – Shows metadata of an API
Existing APIs can be put together to create composite services.
And this is why, from an app user productivity, not only do they have wizards and pre-built integrations which I think you probably heard before, but we are talking about pre-built integrations that are advanced, that are sophisticated, you know multi-source, multi-target complicated joins and transforms. All of that complexity is hidden from the app user. All they have to do is enter the business fields that they know and care about, everything else was pre-built by the developer and just works. And that is really our goal here with this Cloud designer, is everything just works with the minimal amount of manual effort. All the things that can be obstructed away have been obstructed away, both for the developer and for the app user or line of business user.
And so now, as an app user, -- I do not know if you can see in the screenshots, but when I create a new integration work flow, it first asks me you know which mapping is this based on. So, I can take an SAP to sales force mapping and I instantly get all of that definition that the developer had done for me and then I can add in the specific parameters that need to get filled in for that mapping such as maybe, you know, field names or different options for fields or fields that I do not want to include or certain -- you know, maybe I am only looking for orders over $10,000 so I have filtered out everything under $10,000. Whatever the business logic is, I want to create on my integration. I can now do that without worrying about anything else. So, this is pretty exciting for us and for our customers!
We are really excited to introduce Vibe integration packages or (VIPs) as we call them or VIPs because we think every integration developer and user is a VIP now as they use this product. And this totally redefines what integration agility is, not just in the Cloud but across Cloud and On-Premise to Hybrid landscapes.
So, you can see here on the slide, we got a whole bunch of (VIPs) here and they are all -- some of them are pretty simple like upload context to sales force, some of them are much more complicated, like, SAP customers to sales force accounts or NetSuite orders to Zuora cash billing
We have full support for all the different major SAP ecosystems out there and we also have full support for integrating them with SAP, Oracle, and other On-Premise apps, but these are not things that our app user has to worry about anymore, because I deliberately would just grab one of these pre-built (VIPs) that you see here in blue and just add in my business parameters, hit run and deploy and I am ready to go. So, I do not have to know anything about the details here.
So, the (VIPs) are essentially what we are calling the pre-built parameterized integration workflow. They are typically built by developers for app users and other developers and partners. App users can configure them as you saw in the previous screenshot, and they work -- so if you create a VIP, for example, NetSuite order to Zuora or SAP to sales force, any (VIP) in Cloud designer is instantly available in Power Center as well because it is built on Vibe. So now, you can pre-build advanced integrations and make them available anywhere in your company. And you can also distribute them via the Informatica marketplace and they are easily embeddable, into any third-party apps with API support.
Our winter Cloud 14 release also announced a new feature called global repository which is essentially when you log in to Cloud designer, you can access the repository of integration workflows and assets that you have the right to consume and (VIPs) can instantly be part of your global repository as well. And so, I could, as a developer, create a (VIPs) and share it with all the other developers in my company and with all the app users who wanted to use it through the global repository. If I wanted to share it to my partner community or to anybody out there in the world, I could make it available in the marketplace and it would be something that someone could download and it could be to be free you paid for depending on what I wanted to do. So, this is a huge thing… VIPs can be distributed and consumed through the Global Repository (Winter ’14 feature). The Informatica Marketplace allows users to discover, provision and collaborate on VIPs
• Informatica Cloud Overview
• What’s New in Cloud Summer 2014
• Real Time Cloud Application Integration
• Unified Batch and Real Time
• API Framework for iPaaS
• Pre-built VIPs
• New Transformations for Cloud Mapping Designer
Informatica Cloud: Broadest Portfolio
Moved to a “cloud-first”
Salesforce Service Cloud
and Veeva to SAP and
Oracle eBusiness Suite.
Processed orders in real-
time. “Mashed up” invoice
and shipping data in real-
Ensured millions of
customer records in
Salesforce are privacy
compliant with policy-
based data masking.
Single View of a
Created a single,
consistent view of all
customer data for sales
operational efficiency and
maximizing selling time.
Improved sales rep
visibility into customer
Enabled more effective
upsell / cross sell.
Informatica Cloud: Most Complete iPaaS
Visual Tools for
for Business Users
Data Platform Services
Connectors and Connector SDK
Delivering Key Innovations
• Real Time Cloud App Integration: 100% cloud based UI for easier
design of cloud app integration, process automation and human
• Unified Batch and Real Time Cloud Integration: Flexibly mix and
match batch, real time and process automation tasks with shared
metadata across workflows
• Vibe Integration Packages (VIPs): Business integration accelerators
deliver pre-built business mappings such as Siebel to Salesforce and
SAP to Salesforce VIPs
• Complete API Framework for iPaaS: API lifecycle support for
connectivity to internal or public APIs
Real Time Cloud Application Integration
• Service Orchestration
• Process Automation
• Screen Flow
• Mobile Process Apps
• Broad connectivity support for enterprise apps and any cloud app via REST and SOAP
Example Use Cases
Request/Response: real time inventory lookup from back office
Opportunity-to-order process orchestration across multiple cloud and on-premise apps
Asynchronous app integration with legacy ESB middleware
Mobile mashup of multiple external and internal cloud services
• 100% Cloud, point-and-click
UI for App owners
• Real time app integration
workflows can include
REST/SOAP services, data
integration tasks and
• Design process flows that can
run as web apps or mobile
Cloud Process Designer
• Process, logs and
accessible from Cloud
• Local process server
Real Time Monitoring and Administration
Unified Batch and Real Time
• Optimized batch processing and optimized real time processing
• Different integration patterns unified in a single workflow
• Invoke any type of batch job from a real time process flow
Example Use Cases
Execute an online marketing campaign Route leads to Marketo in real time
Upload daily batch of new leads into Salesforce for sales follow up
Upload daily batch of retail point-of-sale data into data warehouse
Business analyst drills down into low performing stores Initiate real time
request for new promotional pricing for targeted stores
What’s your use case?
API Framework for iPaaS
API Framework Enables
• API Definition, Creation, and Consumption
• Unlocking internal services as externally consumable APIs
Key Use Cases
• Unlocking internal services as externally consumable APIs
• Leveraging internal and external cloud APIs to build new services and
• Creating API-based services for building modern apps (Web and Mobile)
Application User Productivity
Wizards and Pre-built Integrations
Simple wizard to build any integration workflow
Start with pre-built parameterized template to configure
Enter parameter values such as filter conditions, custom fields etc.
End result is a custom integration workflow built by app user
Vibe Integration Packages (VIP’s)
VIPs=Pre-built parameterized integration workflows
Built by developers for app users and other developers/partners
App users configure VIPs using wizards to build custom integrations
VIPs work with Cloud and PowerCenter (on-premises tooling)
VIPs can be distributed via Informatica Marketplace
VIPs are easily embedded into 3rd-party apps via APIs
Siebel to Salesforce Data Migration Example
Point-and-Click Multiple Integrations in Parallel
Pre-Built Mappings for Siebel-SFDC Object Fields
New Transformations for
Cloud Mapping Designer
Advanced Integrations for DW and BI
• Simple and powerful way to rollup and summarize
data across records
• Aggregate data across multiple cloud applications
for data warehousing and dashboarding
• Use to transpose data from
columns into rows
• Pivot data for summarization and
Reusable Hybrid Mapplets
Re-use exiting PowerCenter mapplets in the Cloud
Wrap mapplets with Cloud mappings to drive business user inputs through wizards
Chain multiple mapplets in single mapping