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1
©2016 Talend Inc
MDM Best Practices for Customer Centric
Organizations
Takeaways from survey and lessons learned at Elli...
2
Welcome
A few logistical points.
• All participants are muted
• You may ask questions using the Q&A panel located on
bot...
3
©2016 Talend Inc
MDM Best Practices for Customer Centric
Organizations
Takeaways from survey and lessons learned at Elli...
4
©2016 Talend Inc
Fudong Yin
Sr Director, Business Systems
Jean-Michel Franco
Product Marketing Director
@jmichelfranco
5
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
(Revenue Growth)
Data
Integration
Master Data
Management
Data
Qua...
6
A Modern Big Data and Cloud Integration Platform
Data Fabric
APPLICATION
INTEGRATION
CLOUD
INTEGRATION
DATA
INTEGRATION
...
7
Ellie Mae overview
Funded in 1996
970 Employees
42% four year CAGR, despite industry headwinds
Automation software for m...
8
Survey Highlight
Respondents in North America102
From IT, 46% from Lines of Business
0 5 10 15 20 25 30
Public Serv.
Ret...
9
©2016 Talend Inc
Designing the business case
10
Survey highlights: the business case
Consider MDM to be vital or
important to their org.
Could measure ROI for most of
...
11
©2016 Talend Inc
Scoping the customer centric initiative
12
Operational goals and business outcomes
Best in class focus mostly on digital marketing & data driven apps
13
IT related objectives
Best in class are aiming at empowering the business with data governance
15
How many touchpoints ?
16
Takeaways from
17
©2016 Talend Inc
Engaging the people
18
Survey highlights: the “people” dimension
• The data architect plays a leadership
role in advanced orgs, especially in ...
19
©2016 Talend Inc
Overcoming the roadblocks
20
What are the major roadblocks ?
Best in class consider lack of business case, and
misalignment of stakeholders as signi...
21
Key takeaways from the survey
1. Master Data Management is a foundation for customer centric
organizations.
2. Agile in...
22
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©2016 Talend Inc
MDM Best Practices for Customer Centric
Organizations
Takeaways from survey and lessons learned at Ell...
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Survey: MDM Adoption & Best Practices

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If handled correctly, customer data can fuel new levels of customer acquisition performance, sales conversion rates and the overall lifetime value of a customer. IT research and consulting firm Enterprise Management Associates (EMA) has conducted a survey about master data management (MDM) initiatives that have been adopted within different organizations.

Here are the top takeaways from the survey, including:

As customer touch points are expanding over time, a more agile integration approach is required for success
You can drive the greatest value from MDM through actionable customer-facing applications or customer-facing employees and business partners
Shifting the data accountability to the lines of business is clearly a key differentiator for the most successful organizations

Published in: Technology
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Survey: MDM Adoption & Best Practices

  1. 1. 1 ©2016 Talend Inc MDM Best Practices for Customer Centric Organizations Takeaways from survey and lessons learned at Ellie Mae
  2. 2. 2 Welcome A few logistical points. • All participants are muted • You may ask questions using the Q&A panel located on bottom or GoToWebinar applet • Answers will be provided after the presentation • If time is too short to address all questions, answers will be provided via email • To receive a replay of our webinar today, please send us an email to webinar@talend.com • If you are experiencing connection problems, please use the Q&A panel to communicate
  3. 3. 3 ©2016 Talend Inc MDM Best Practices for Customer Centric Organizations Takeaways from survey and lessons learned at Ellie Mae
  4. 4. 4 ©2016 Talend Inc Fudong Yin Sr Director, Business Systems Jean-Michel Franco Product Marketing Director @jmichelfranco
  5. 5. 5 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 (Revenue Growth) Data Integration Master Data Management Data Quality Big Data Application Integration Hadoop 2.0 Spark & Cloud Key Facts • Founded in 2006 • 550+ employees worldwide • 7 countries • 1300+ customers • 2M+ open source downloads Talend in a nutshell Data Preparation
  6. 6. 6 A Modern Big Data and Cloud Integration Platform Data Fabric APPLICATION INTEGRATION CLOUD INTEGRATION DATA INTEGRATION DATA PREPARATION BIG DATA INTEGRATION MASTER DATA MANAGEMENT
  7. 7. 7 Ellie Mae overview Funded in 1996 970 Employees 42% four year CAGR, despite industry headwinds Automation software for mortgage industry Processes over 30% residential loans in US 119,000 active users IT Landscape Salesforce.com for Sales, Support and PSA Workday for HCM and Finance Eloqua/Google Analytics for Marketing CRS, home-built order-to-cash system
  8. 8. 8 Survey Highlight Respondents in North America102 From IT, 46% from Lines of Business 0 5 10 15 20 25 30 Public Serv. Retail Finance Manuf Healthcare 56% https://info.talend.com/datadrivenorganizations.html
  9. 9. 9 ©2016 Talend Inc Designing the business case
  10. 10. 10 Survey highlights: the business case Consider MDM to be vital or important to their org. Could measure ROI for most of their MDM initiatives receive funding outside of the CIO’s budget. 70% 60% 40% 0 5 10 15 20 Cust experience Mgmt… Compliance & privacy… Operations efficiency 360° analytical view Turn data into actions Customer Data Access Establish competititive… Which are the business drivers for your customer-facing applications?
  11. 11. 11 ©2016 Talend Inc Scoping the customer centric initiative
  12. 12. 12 Operational goals and business outcomes Best in class focus mostly on digital marketing & data driven apps
  13. 13. 13 IT related objectives Best in class are aiming at empowering the business with data governance
  14. 14. 15 How many touchpoints ?
  15. 15. 16 Takeaways from
  16. 16. 17 ©2016 Talend Inc Engaging the people
  17. 17. 18 Survey highlights: the “people” dimension • The data architect plays a leadership role in advanced orgs, especially in large organizations • Best in class orgs have been able to move the ownership to business analysts and data stewards 0 5 10 15 20 IT-focused data analysts IT-focused project mgr Bus. analysts from LOBs LOB's execs Enterprise data architects LOB's project managers Data stewards Who has the end responsibility for the data management practices ?
  18. 18. 19 ©2016 Talend Inc Overcoming the roadblocks
  19. 19. 20 What are the major roadblocks ? Best in class consider lack of business case, and misalignment of stakeholders as significant hurdles
  20. 20. 21 Key takeaways from the survey 1. Master Data Management is a foundation for customer centric organizations. 2. Agile integration approaches are required to address the diversification of data points 3. Customer 360° is a must. But actionable customer facing applications that directly impact customers experience makes the difference. 4. Shifting the data accountability to the lines of business is a clear differentiator for best performers. 5. Mature organizations succeed in their ability to fund their MDM initiatives based on clear and quantifiable business benefits
  21. 21. 22 01010101101010101010 10101011010101010101 01010101010101010101 01010110101010101010 10101010110101010101 01010101101010101010 10110101010101010101 01011010101010101 Talend Master Data Management The shortest path to trusted & actionable Customer data Model Explore & Cleanse Enable Stewardship Consolidate & Enrich Operationalize • Total flexibility (-> your customer data, rules & processes) • Active Data Model (including embedded controls and role based access, data propagation and audit trails) • Manage customer data in real time • Bring customer data to the customer touch points and customer facing processes and apps. • Profiling and parsing of unstructured, semi structured • Powerful matching and contact management capabilities • Organize the daily tasks for manual data curation • Orchestrate collaborative data governance • Create the golden record • Create the Augmented Customer 360° view with Big Data MDM Platform
  22. 22. 24 ©2016 Talend Inc MDM Best Practices for Customer Centric Organizations Takeaways from survey and lessons learned at Ellie Mae

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