1. © 2014 ServiceNow All Rights Reserved
Saranya Babu
Director of Product Marketing
BDNA Corporation
Accelerate Your Service-Centric Transformation
in The New Data Age of ServiceNow

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Data, Accuracy and All that Good Stuff…

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Bad Data is Impeding Transformation
40% 10x 20%
FAILURE COSTS
REVENUE LOSS
Gartner - “Poor data quality is the
primary reason for 40% of all IT
initiatives failing to achieve their
targeted benefits.”
Thomas Redman - “It costs ten
times as much to complete a unit of
simple work when the data are
flawed in any way as it does when
they’re perfect.”
Thomas Redman - “Bad data
costs organizations between 10 to
20 percent of revenue.”

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The Transformation to a Service-Oriented Enterprise
Infrastructure-Centric Service-Centric
TECHNOLOGY
WORKFLOW
DATA

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Data and The Service-Oriented Enterprise
Budget
People
Assets
Resources GoalsMost effort is spent here…
• What devices ?
• What software?
• What versions?
• What is being used?
• When to upgrade?
• Is it compatible?
• Can it be virtualized?
• What is device power rating?
• What are the dimensions?
• Is it compliant?
While it should be spent here…
• What is the FCR?
• What is the MTTR?
• How many incidents?
• What are the support costs?
• What is the entitlement?
• Incident rates by asset?
• What is the asset utilization?
• Impact, coverage and availability?
• What is the availability?
• How well are vendors performing?
Data
Costs
Service Quality

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IT Data Challenges – Lack of Standards
• Inconsistent naming
• Versioning complexity and proliferation
(Major and minor, upgrade and
downgrade paths, packages, licensing
implications)
• Licensing complexity (user-based, site-
based, single user multi-device, single
device-multi-user, core-based, CAL/EA,
term-based, usage-based etc.)

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IT Data Challenges - Raw Discovery Data is Complex and Unusable
• 95% of the raw data is irrelevant ( DLL, security update,
language pack, hotfix, patch etc.)
• Significant manual effort is required to analyze,
reconcile and map raw data
• Version, package and licensing information is either
missing, inaccurate or not easily readable
Raw Data - Add/Remove
Raw Data - .exe

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IT Data Challenges – Data Proliferation and Velocity of Change
Top 5 Vendors by New Software in 2013 Top 5 Vendors by Updated Software in 2013
Source: BDNA Technopedia, largest curated repository of IT information
3540
3316
2453
1793
1473
0
1000
2000
3000
4000
IBM Microsoft Oracle Hewlett-Packard
Company
BMC Software
9925
6840
5525
5048
2854
0
2000
4000
6000
8000
10000
Microsoft IBM BMC Software Hewlett-Packard
Company
EMC

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The Data Strategy
1. The Truth
2. The Problem of Many Truths
3. The Problem of Missing Truth
True False

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The Truth – Reference Catalog
Adobe Acrobat v9.4
Publisher
Adobe Systems
Family
Acrobat
Software Name
Acrobat
Minor Version
9.4
Major Version
9
Edition
Pro
Windows XP
Publisher
Microsoft
Family
Windows
Software Name
Windows XP
Minor Version
5.1 SP3
Major Version
XP
Edition
Professional
Microsoft SCCM
Publisher
Microsoft
Software Name
System Center Configuration Manager (SCCM)
Minor Version
2007
Major Version
2007
Comprehensive Listing, Standard Taxonomy and Authoritative Source of the Truth

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The Problem of Many Truths – Normalize to Reference Catalog
?????????? ?????????? (Microsoft Corp.)
© 2012 Microsoft Corporation
Microsoft Corp
Microsoft Corp. and Executive Software International,..
Microsoft Corp., Veritas Software
Microsoft Corporation
Microsoft Corporation, Crescent Divison of Progress..
Microsoft France
Microsoft Game Studios
Parsons/Microsoft
PlaceWare, Inc., a wholly owned subsidiary of Microso..
?????????? Microsoft
Hewlett-Packard Corporation, Microsoft Corporation
Microsoft ®
Microsoft and PLATINUM technology
MS Pro
Microsoft Corp.
Microsoft Corporatio
Microsoft Corporation - Office Resource Kit Group
Microsoft Corporation.
Microsoft Games and Matt Gradwohl
Microsoft Internal
Microsoft Press
Microsoft Research
Mirosoft(R) Corporation.
Microsoft
• A vendor is represented 10 different ways
• A software is represented in 20 different ways
Within a single system, on an average*…
*Data sourced from Technopedia

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The Problem of Missing Truth - Context or Reference Data
End-of-life Lifecycle, cost, vendor management
Form factor Data center planning/consolidation
Power rating IT cost, Green IT, Data Center
Consolidation
CPU Core Core based licensing, Server Management
Missing Non-discoverable Information
Parent Company Vendor/Incident Management
Application Compatibility Virtualization, OS migration, App
Modernization
Licensing SAM, Audits, License Optimization
Missing Market Data

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Data Strategy for The New Age of Service
ServiceNow Technology Partner with Three Certified Integrations

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Standardize, Consolidate and Automate
TechnopediaTM
Catalog
Common Identity to map to
Makes Consistent
2
+400k Hardware
+600k Software
Product Catalog
Aggregate
1 Normalize Engine
Relevant
Accurate
Clean Data
Remove
Irrelevant
Resolve
Conflicts
Technopedia
NormalizeTM
Automatically filters,
Makes Clean
3
Frequent (daily) updates. Keeps data Current5
Market Intelligence
Technopedia
Content Packs
Enrich with market data
Makes Complete
4
Lic.
Compat
iblity
SpecsEOL
CPE

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Top Takeaways
Stop by Booth 107 for Demo and hourly giveaway
Learn More: www.bdna.com/servicenow
Try FREE certified VendorData update set: vendordata.bdna.com
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2
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Thank you
Saranya Babu
Director of Marketing
BDNA Corporation
sbabu@bdna.com