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Creating an Exceptional Customer Experience with Master Data Management and Big Data

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This slide deck shows how IBM's solutions for Master Data Management and Big Data can help your organization refine data into information and use this information to provide actionable knowledge to customer representatives that are responsible for providing your customers with an exceptional experience.

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Creating an Exceptional Customer Experience with Master Data Management and Big Data

  1. 1. Using Master Data Management and Big Data to create an Exceptional Customer Experience Are Hegdal IBM Software Services @ibmdm are.hegdal@fr.ibm.com
  2. 2. Data Drives Business “We will look back on this time and look at data as a natural resource that powered the 21st century” Ginni Rommety IBM CEO February 2014 Are Hegdal @ibmdm
  3. 3. The problem? Data without context creates confusion and prevents us from delivering knowledge and wisdom Are Hegdal @ibmdm
  4. 4. The problem? Data without context creates confusion and prevents us from delivering knowledge and wisdom Are Hegdal @ibmdm
  5. 5. Context Experience Where is the wisdom we lost in knowledge we lost in information we lost in data we lost in big data? * The “understanding spectrum” *) Inspired from “Choruses from The Rock” by T.S. Eliot Are Hegdal @ibmdm Data Information Knowledge Wisdom Universal Individual Global Personal Local Contextualized Categorized Calculated Corrected Condensed Comparison Consequence Connections Conversations Action oriented Measurable Wiser decisions
  6. 6. h Are Hegdal @ibmdm 80% of the world’s data today is unstructured
  7. 7. Are Hegdal @ibmdm How much of today’s data is used? 1%, 6% 12%, 16%, 22% 40% ?
  8. 8. h Are Hegdal @ibmdm 12% of the world’s data today is used 8% of unstructured data 32% of structured data
  9. 9. h Are Hegdal @ibmdm 20% of the world’s used data is trusted Multiple sources: IDC,Cisco
  10. 10. Are Hegdal @ibmdm Core data: Customers, Products, Contracts, Assets, Employees, Partners, Providers … Contextual data: Web RSS Feeds Social Media Content Management Systems Unstructured documents Emails / Conversations Call records Web pages Events …
  11. 11. Core data: Customers, Products, Contracts, Assets, Employees, Partners, Providers … Contextual data: Web RSS Feeds Social Media Content Management Systems Unstructured documents Emails / Conversations Call records Web pages Events … Challenges Achieve a true unified view of internal and external sources with structured and unstructured data IBM WATSON EXPLORER Create a holistic, trusted 360° view of your core business data IBM MASTER DATA MANAGEMENT Are Hegdal @ibmdm
  12. 12. Are Hegdal @ibmdm Creating an enhanced 360° view of the Customer UNDERSTANDING CUSTOMERS IN A WORLD OF BIG DATA With Big Data Master Data Management Analytics you can combine all information to extract insights in real-time and create a trusted view of each customer. Use this to craft an exceptional customer experience
  13. 13. Are Hegdal @ibmdm IBM MASTER DATA MANAGEMENT IBM WATSON EXPLORER What is it: • The key facts describing your core business entities: customers, partners, employee, products, bill of materials, list of accounts and location, etc… • The high value common information used repeatedly across many business processes Where is it • Scattered across multiple disparate applications inside the organization which are often redundant decreasing business process effectiveness and increasing business risk • In applications with their own specific structured data model. What is it: • The insight giving context and current relevance to the core business data. Interactions, Incidents, Conversations, Social media, Analytics, etc. Where is it: • In multiple disparate applications inside and outside the organization, covering all sorts of important business interactions with a given business entity (customer, partner, …). • Applications typically have a mix of structured and unstructured data repositories.
  14. 14. Are Hegdal @ibmdm IBM MASTER DATA MANAGEMENT • Decouples master information from individual applications • Becomes a central, application independent resource and Contain configurable functionality to maintain and be the system of truth for master data • Integration of common data functionality into an enterprise application • Support all applications via business services that create and consume master data • Simplifies ongoing integration tasks and new application development • Ensure consistent master information across transactional and analytical systems • Addresses key issues proactively such as data quality and consistency rather than “after the fact” in the data warehouse Application unique Functionality & Data Application unique Functionality & Data Application unique Functionality & Data Application unique Functionality & Data Common Functionality & Data Common Functionality & Data Common Functionality & Data MATCH SCORE MASTER Common Data = Master Data Common Functionality & Data Master File CRM Billing ERP eBiz App Master data management is complementary to application processes It provides applications with accurate and complete data about all key business entities
  15. 15. IBM WATSON EXPLORER Connector Framework Search Engine Text Analytics Metadata Application SDK Are Hegdal @ibmdm • Watson Explorer allows in-place analyzes and correlation of Big Data assets • MDM helps provides a single, consistent and trusted view of data across all systems. The view created by Watson Explorer will incorporate this information to create a contextualized and enhanced view of the customer. • Watson Explorer provides a business user interface to trusted master data combined with related content from other structured and unstructured data sources. • The availability of MDM accelerates implementation of the Watson Explorer 360° application and ensures its accuracy and consistency.
  16. 16. Support Ticketing Email Social Media External SourcesFulfillment Content Mgt.ExpertsWiki Watson Explorer Connector Framework Are Hegdal @ibmdm Data access & integration • Index structured & unstructured data—in place • Support existing security • Federate to external sources • Leverage MDM and governance Discovery & navigation • Leverage taxonomies and metadata • Clustering & categorization • Contextual intelligence • Easy-to-deploy applications • All at big data scale IBM Master Data Management • Consistency, Accuracy • Relationships • Trusted information + Watson Explorer • Structured and unstructured information • Information discovery, navigation • Unified view of information = AssetsProductsCustomers enhanced 360° view of the Customer

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