NEMO Business Requirements
                By
       Orlando Moreno, PMP
           EDW - NEMO




        Version 1.1
   ...
NEMO: Business Requirements & Data Specifications – DRAFT


0.0Document Change Log...........................................
NEMO: Business Requirements & Data Specifications – DRAFT

   4.13Dimension Product..........................................
NEMO: Business Requirements & Data Specifications – DRAFT

   8.3CONTACT.....................................................
NEMO: Business Requirements & Data Specifications – DRAFT

 12.3Dimension Budget.............................................
NEMO: Business Requirements & Data Specifications – DRAFT

0.0   Document Change Log

         Version       Date         ...
NEMO: Business Requirements & Data Specifications – DRAFT

1.0   INTRODUCTION

      1.1    Business Requirements and Data...
NEMO: Business Requirements & Data Specifications – DRAFT

                                                               ...
NEMO: Business Requirements & Data Specifications – DRAFT

                                             Self service capa...
NEMO: Business Requirements & Data Specifications – DRAFT


          Release 1 (December 2004)                           ...
NEMO: Business Requirements & Data Specifications – DRAFT

                                        Common product definit...
NEMO: Business Requirements & Data Specifications – DRAFT

             products each customer has whether it is DSL, Cing...
NEMO: Business Requirements & Data Specifications – DRAFT

                 from one phase to another to accommodate the a...
NEMO: Business Requirements & Data Specifications – DRAFT

2.0   NEMO IMPERATIVES
      There are driving factors behind t...
NEMO: Business Requirements & Data Specifications – DRAFT

3.0   BUSINESS REQUIREMENTS OVERVIEW

      3.1    Working Sess...
NEMO: Business Requirements & Data Specifications – DRAFT


    Req #     Category         Business Requirement
    SMY 1....
NEMO: Business Requirements & Data Specifications – DRAFT

    Req #      Category           Business Requirement
    SMY ...
NEMO: Business Requirements & Data Specifications – DRAFT

    Req #      Category         Business Requirement
    SMY 9....
NEMO: Business Requirements & Data Specifications – DRAFT

4.0   NEMO Data Definitions Workbook
      The Data Requirement...
NEMO: Business Requirements & Data Specifications – DRAFT


      4.4    Dimension Billed Revenue
             All revenue...
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
Business Requirements Nemo Project 04 01 04 Version 1.1
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This document details the history of how the requirements were gathered, the processes and capabilities that will be included in NEMO, the major threads of NEMO and much more. This document contains a roadmap of the NEMO Data Definitions Workbook and the NEMO Campaign Management Workbook that will enable users to comfortably navigate through and understand the layout and information in the workbook.

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Business Requirements Nemo Project 04 01 04 Version 1.1

  1. 1. NEMO Business Requirements By Orlando Moreno, PMP EDW - NEMO Version 1.1 April 1, 2004
  2. 2. NEMO: Business Requirements & Data Specifications – DRAFT 0.0Document Change Log............................................................................................................................................6 1.0INTRODUCTION ...................................................................................................................................................7 1.1 Business Requirements and Data Definitions......................................................................................................7 1.2NEMO Current State.............................................................................................................................................7 1.3Proposed Solution - NEMO...................................................................................................................................8 1.4NEMO Overall Scope............................................................................................................................................9 1.5NEMO Release 1 Scope......................................................................................................................................10 1.5.1Product Hierarchy.........................................................................................................................................10 1.5.2Affiliate and Telco Data...............................................................................................................................11 1.5.3NEMO Campaign Management Process......................................................................................................11 1.5.4Reports..........................................................................................................................................................11 1.5.5Data Dimensions...........................................................................................................................................11 1.6Customer Scenarios.............................................................................................................................................11 1.7NEMO Timeline...................................................................................................................................................12 2.0NEMO IMPERATIVES........................................................................................................................................14 2.1Improved Information Access..............................................................................................................................14 2.2Standardized and Consistent Reports.................................................................................................................14 2.3Integrated Customer View...................................................................................................................................14 2.4Deeper Customer History....................................................................................................................................14 3.0BUSINESS REQUIREMENTS OVERVIEW.....................................................................................................15 3.1Working Sessions and Team Organization.........................................................................................................15 3.2Summary List of Business Requirements............................................................................................................15 4.0NEMO Data Definitions Workbook....................................................................................................................19 4.1Table of Contents.................................................................................................................................................19 4.2Document Roadmap............................................................................................................................................19 4.3Report Inventory..................................................................................................................................................19 4.4Dimension Billed Revenue..................................................................................................................................20 4.5Dimension Booked Revenue Adjustments...........................................................................................................20 4.6Dimension Budget / Best View............................................................................................................................20 4.7Dimension Contract............................................................................................................................................20 4.8Dimension Customer...........................................................................................................................................20 4.9Dimension Demographics...................................................................................................................................20 4.10Dimension Geography.......................................................................................................................................21 4.11Dimension In-Service........................................................................................................................................21 4.12Dimension Order...............................................................................................................................................21 March 2004 omoreno@hotmail.com 408.656.2498 Page 2 of 72
  3. 3. NEMO: Business Requirements & Data Specifications – DRAFT 4.13Dimension Product............................................................................................................................................21 4.14Dimension Time.................................................................................................................................................21 4.15Dimension LD Usage........................................................................................................................................21 4.16Dimension Cingular Features...........................................................................................................................22 4.17Dimension Cingular Usage...............................................................................................................................22 4.18Dimension Affiliate............................................................................................................................................22 4.19Calculated Measures.........................................................................................................................................22 5.0PRODUCT HIERARCHY....................................................................................................................................23 5.1Overview..............................................................................................................................................................23 5.2Billed Revenue.....................................................................................................................................................23 5.3Volumes................................................................................................................................................................25 5.3.1CRIS Billed Products....................................................................................................................................26 5.3.2CABS Billed Products..................................................................................................................................26 5.3.3Usage Data....................................................................................................................................................26 5.4Product Data Sources and Definitions...............................................................................................................26 6.0AFFILIATES..........................................................................................................................................................29 6.1Overview..............................................................................................................................................................29 6.2Revenue................................................................................................................................................................29 6.3Service Orders.....................................................................................................................................................30 6.4Affiliate Legal and Regulatory Requirements....................................................................................................30 7.0Key Measures.........................................................................................................................................................31 7.1Inwards................................................................................................................................................................31 7.1.1True Inward...................................................................................................................................................31 7.1.2Move Inward.................................................................................................................................................31 7.1.3Record Change Inward.................................................................................................................................31 7.2Outwards..............................................................................................................................................................32 7.2.1True Outward................................................................................................................................................32 7.2.2Move Outward..............................................................................................................................................33 7.2.3Record Change Outward..............................................................................................................................33 7.2.4Transfer Outward .........................................................................................................................................33 7.3Inward/Outward Applicability by Data Type.....................................................................................................33 7.4In-Service.............................................................................................................................................................34 7.4.1End of Month In-Service..............................................................................................................................34 7.4.2EOM In-Service Applicability by Data Type..............................................................................................34 7.5ARPU (Average Revenue Per Unit)....................................................................................................................35 7.6Churn...................................................................................................................................................................36 8.0CAMPAIGN MANAGEMENT............................................................................................................................37 8.1Overview..............................................................................................................................................................37 8.2Athena..................................................................................................................................................................37 March 2004 omoreno@hotmail.com 408.656.2498 Page 3 of 72
  4. 4. NEMO: Business Requirements & Data Specifications – DRAFT 8.3CONTACT............................................................................................................................................................37 8.4NEMO Campaign Management Roadmap.........................................................................................................38 8.4.1Version Control.............................................................................................................................................38 8.4.2Miscellaneous Rules.....................................................................................................................................38 8.4.3Measures.......................................................................................................................................................38 8.4.4Customer Dimensions...................................................................................................................................38 8.4.5Customer Dimensions Business Rules.........................................................................................................38 8.4.6Product Dimensions......................................................................................................................................38 8.4.7Usage Dimensions........................................................................................................................................39 8.4.8Billed Revenue Dimensions.........................................................................................................................39 8.4.9Network-Geography Dimensions.................................................................................................................39 8.4.10Demographics.............................................................................................................................................39 8.4.11Winback Data.............................................................................................................................................39 8.4.12Campaign....................................................................................................................................................39 8.4.13Fields Supported by NEMO-SDR..............................................................................................................39 8.4.14Fields in Question.......................................................................................................................................39 8.4.15Fields Deleted from Requirements.............................................................................................................40 9.0REPORTS...............................................................................................................................................................41 9.1Overview..............................................................................................................................................................41 9.2Report Types........................................................................................................................................................41 9.3Front-End Tool....................................................................................................................................................42 9.3.1Dashboard Reporting....................................................................................................................................42 9.3.2Standard Reporting.......................................................................................................................................43 9.4Ad hoc Reporting.................................................................................................................................................43 9.5Headers, Footers and Formats...........................................................................................................................43 9.6Hierarchies..........................................................................................................................................................43 9.6.1Business Customer........................................................................................................................................44 9.6.2Consumer Customer.....................................................................................................................................45 9.6.3Geography.....................................................................................................................................................45 9.6.4Time..............................................................................................................................................................45 9.6.5Industry (NAICS)..........................................................................................................................................46 9.6.6Business Segmentation.................................................................................................................................46 9.6.7Sales Channel (Originating and Responsible).............................................................................................47 9.6.8Product..........................................................................................................................................................47 9.7Mapping Items for NEMO...................................................................................................................................47 9.7.1Posted Orders................................................................................................................................................47 9.7.2Customer.......................................................................................................................................................49 9.7.3Revenue Type...............................................................................................................................................50 10.0Open Questions from Business Review Sessions..............................................................................................51 11.0APPROVAL AND SIGN OFF............................................................................................................................52 11.1Marketing Business Unit Requirements Sign Off.............................................................................................52 12.0APPENDIX...........................................................................................................................................................53 12.1Contributors.......................................................................................................................................................53 12.2Glossary of Terms..............................................................................................................................................56 March 2004 omoreno@hotmail.com 408.656.2498 Page 4 of 72
  5. 5. NEMO: Business Requirements & Data Specifications – DRAFT 12.3Dimension Budget.............................................................................................................................................59 12.4Dimension Contract..........................................................................................................................................59 12.5Dimension Customer.........................................................................................................................................60 12.6Dimension Demographics.................................................................................................................................61 12.7Dimension In-Service........................................................................................................................................61 12.8Dimension Order...............................................................................................................................................62 12.9Dimension Product............................................................................................................................................62 12.10Dimension Time...............................................................................................................................................62 12.11Dimension LD Usage......................................................................................................................................62 12.12Dimension Cingular Features.........................................................................................................................63 12.13Dimension Cingular Usage.............................................................................................................................64 12.14Affiliate............................................................................................................................................................64 March 2004 omoreno@hotmail.com 408.656.2498 Page 5 of 72
  6. 6. NEMO: Business Requirements & Data Specifications – DRAFT 0.0 Document Change Log Version Date Author Description 1.0 3/23/04 Rick Bethay • NEMO Business Requirements v 1.0 Tim Riely original version. Luis Fuentes Larry Loop Kameron Yu Orlando Moreno Randy Myers 1.1 4/1/04 Rick Bethay • Added Change Log Orlando Moreno • Added questions for review during design session from business review session meetings • Updated signature page • Updated sign off sheet March 2004 omoreno@hotmail.com 408.656.2498 Page 6 of 72
  7. 7. NEMO: Business Requirements & Data Specifications – DRAFT 1.0 INTRODUCTION 1.1 Business Requirements and Data Definitions For the NEMO project, business requirements have been captured in three key formats:  NEMO Business Requirements Document - This document serves as a complement to the Data Definitions excel workbook. It details the history of how the requirements were gathered, the processes and capabilities that will be included in NEMO, the major threads of NEMO and much more. This document contains a roadmap of the NEMO Data Definitions Workbook and the NEMO Campaign Management Workbook that will enable users to comfortably navigate through and understand the layout and information in the workbook. Another element is the Key Requirements which are detailed in Section 3.2.  NEMO Data Definitions Workbook – This document is an Excel workbook containing spreadsheets for each dimensions, each spreadsheet contains attributes within that dimension. This spreadsheet is detailed in Section 4.3.  NEMO Campaign Management Workbook – This workbook contains the dimensions, measures and business rules relating to data available for the CONTACT database and Athena tables. The details of this spreadsheet are available in Section 8.4. 1.2 NEMO Current State SBC’s ability to quickly identify and target customers across all SBC Telcos and affiliates and to develop targeted campaigns and product bundles is challenged today by a lack of an integrated view of the customer. Although an abundance of SBC data exists today in the Enterprise Data Warehouse (EDW), the data is often “siloed” across regions, is not integrated across affiliates, available in an unprocessed format (no logic or business rules) and lacks consistency with corporate reporting systems. Specifically, the above are a result of well known challenges. These challenges are:  Lack of integration across regions within Telco. That is, each region (East, West, Southwest and Midwest) has different codes, different product hierarchies and generally different ways to pull similar information.  No integration with Affiliate data.  Inability to create an enterprise wide view of the customer which limits segmentation and bundling efforts.  Inability to reconcile with MR2000 revenue.  Lack of a single definition for reporting measures. This is exacerbated by the existence of multiple sources of “like” data. This results in inconsistent reporting throughout SBC.  Lack of a common product hierarchy used by Reporting and Campaign teams.  Lack of a centralized location for business rules and logic that can be maintained.  Limited re-use and the existence of multiple versions of report logic.  These challenges and issues result in a reporting request backlog. The inability to more quickly answer questions across regions and affiliates may result in missed opportunities. The graphic below highlights the core marketing process, current challenges and desired state. March 2004 omoreno@hotmail.com 408.656.2498 Page 7 of 72
  8. 8. NEMO: Business Requirements & Data Specifications – DRAFT Define Product Offerings/ Bundles Marketing Understand Customer Needs Track Campaign Process and Define Attractive Identify Optimal Channels Effectiveness / Customer Segments Profitability Develop and Execute Campaigns Drivers Current State Desired State Impacts • The EDW excludes affiliates and limits SBC’s ability • Ability to view and analyze the customer spend to quickly generate more targeted campaigns with across all affiliates and regions. Integrated customized bundles • Increased precision in View of customer needs analysis Customer • A lack of a common identifier across the telco and • Customer data can be queried by a single identifier affiliates prevents viewing of customer behavior across all SBC entities to support timely analysis and campaign creation across all SBC products and services and offer planning • Essential data has been pre-extracted and • Improved customer • The EDW environment is complex, requiring formatted to allow rapid access and customer self lead list generation significant data transformation to derive business service. insights. • Targeted Winback Simplicity • Lack of intuitive self service capabilities increase the • Access to timely and consistent marketing insights offers & improved time, effort, and costs of creating targeted from standard reports published to end users, desktop marketing tools and enhanced portals to tracking campaign strategies. Current desktop tools do not support the necessary level of analysis support OLAP (On Line Analytical Processing) • Consistent reporting • No generally accepted source of marketing revenue • A single source of product and customer data, • Reduced cycle times on data exists (i.e., ERL, EDW, CA&R, MR2000, etc.) validated with MR2000 financial reporting causing confusion and inconsistency data requests • Consistent product hierarchies between Finance and • End user self service for • Current processes lack reconciliation with generally Consistency accepted MR2000 financial numbers Marketing improves consistency of analysis and reporting needs reporting • Reports generated for similar reporting requests • Re-direction of often generate inconsistent results and require • Reduced need to create custom code for commonly processing time requested reports by standardizing business reporting analysts definitions and publishing consistent reports 1.3 Proposed Solution - NEMO NEMO will bring affiliate data together with Telco data on a single integrated platform designed to provide consistent views of not only what SBC’s customers look like today, but what their history has been for 13 months. NEMO will redefine the current data structures, analytical capabilities, and user interfaces to enable more precise customer targeting, segmentation, and product positioning. In December 2003, the iNtegrated Enterprise Marketing Opportunities (NEMO) business case was developed, reviewed and approved by SBC. The NEMO program represents the convergence of both technology and the business transformation needed to support the delivery of business intelligence reporting. The primary purpose of NEMO is to provide end-users in both the Consumer and Business Marketing groups with greater customer intelligence capabilities for decision making. NEMO will support the ongoing transition from a product-centric organization to a segment-based organization through the use of a well-defined data mart containing key business measures and attributes by which to view marketing data. In short, NEMO will enable:  A single view of the customer. This allows marketing to optimize product portfolios, channel structures, and pricing for various customer segments.  Optimization of price plans to meet the needs of specific customers driving ARPU increases for usage based services (e.g. wireless and LD).  Improved campaign targeting and the ability to develop more tailored promotion offerings. Increases in response rates and take rates will yield more subscribers.  Churn reduction from bundling video, data, voice, or wireless bundles.  A single customer view across all affiliates will improve SBC’s ability to successfully target high value customer segments with churn reducing bundles. March 2004 omoreno@hotmail.com 408.656.2498 Page 8 of 72
  9. 9. NEMO: Business Requirements & Data Specifications – DRAFT  Self service capabilities and standard reporting allowing more rapid deployment of targeted campaigns. This will allow SBC to more quickly respond to competition in the marketplace.  Ability to provide consistent reporting between Marketing and Finance (MR2000) The graphic below highlights the overall data infrastructure, architecture and information delivery for the NEMO solution. End Users Revenue Total Access Customer ARPU Revenue (Millions) Regi on Pro duct Actu al Budg et Category Tot al Gain Sub Category Net Competitive Losses Sub Sub Category Gross Competitive Loss East Midwest (2,404) (168, 345) Southwest West (68,656) (87,542) Grand Tot al (326, 947) Product Inwards By SWB Voi ce 280.5 293.4 Line Gain LD/Tol l 54.2 58.8 WinBacks & Wins 622 64, 323 59,956 63,289 188,190 Revenue Data 29.7 29.0 Net Competitive Losses Total (1,782) (104, 022) (8,700) (24,253) (138, 757) Non Competitive Gain Non Compet itive Inward 21,389 219, 942 201,420 238,652 681,403 CPE .7 1.3 Non Compet itive Outward (22,390) (225, 285) (214,100) (240,879) (702, 654) Other 12.0 12.7 Transf ers and Adjustments (1,795) (606) (83) (12,615) (15, 099) SWB Totals 377.0 395.1 Non Competitive Gain Total (2,796) (5,949) (12,763) (14,842) (36, 350) Tot al Gain Total (4,578) (109, 971) (21,463) (39,095) (175, 107) Segment Grand Total (4,578) (109, 971) (21,463) (39,095) (175, 107) Report By AI T Voi ce 284.5 293.2 Date ( All) LD/Tol l 17.3 19.3 S um o f Actual 100% Data 23.4 25.5 Information Delivery Data / DSL Mobility & CPE .9 .4 80% CEE Gain Entertainment Other 3.6 7.5 60% By Region AI T Total s 329.7 345.9 Region 40% 20% Region PAC Voi ce 263.4 339.4 We st 0% Sou thwe st LD/Tol l 58.8 25.2 Gross Competitive Loss W inBa cks & W ins Non Competitive Inward Non Com petitive Transfe rs and Midwe st Outwar d Adjustm ents East -20% Data 44.2 41.5 Net Competitive Lo s s se Non Compe ti i e Gain tv T otal Gain CPE .6 0 -40% Other 4.2 5.9 -60% PAC To tals 372.2 412 -80% Grand To tal 1078.0 1153.0 - 100% Ca tegory Sub Cate gory Sub S ub Catego ry Dashboard Scorecard Standard Reports Ad Hoc Query Business Product Offering & Core & LD Finance Planning Consumer Data Portfolio Mgmt Sales Enterprise Offer Management Wireless Legal Intuitive application interfaces enable National & Global standard reporting and self service Channel Delivery Video Corporate Value / Signature capabilities for marketing end users Business Marketing Planning Federal/Government Emerging Markets Customer Knowledge & Education Experience Architecture Data Modeling Customer and Product Hierarchy Source to Core A data structure that will establish common customer keys across all SBC Data Aggregation Business Rules & Logic Core to Mart entities and define consistent hierarchies for products Cingular Infrastructure Data ASI ABI SBC Telco – East Billed Revenue Establish a standard data infrastructure SBCIS Claritas across all regions and affiliates to ensure LD SBC Telco – Midwest Derived Revenue data consistency in reporting and analysis D&B Datacomm SBC Telco – Southwest Orders DISH TNS SBC Telco – West Product Volume Yellow Pages Messaging 1.4 NEMO Overall Scope NEMO scope was defined by marketing leaders from both the business and consumer segments. To minimize system costs, requirements were limited to those that directly support marketing decisions. These requirements were then linked to business decisions and prioritized to specific releases based on business priority, technical complexity and ability to impact revenue. March 2004 omoreno@hotmail.com 408.656.2498 Page 9 of 72
  10. 10. NEMO: Business Requirements & Data Specifications – DRAFT Release 1 (December 2004) Future Releases • Affiliate and Telco Data. Introduce Affiliate • Affiliate Data Source and Telco data and define a single customer – SBC Telecom (SBCT) identifier across all SBC entities – Common customer identifier for – Cingular SBCT – ASI • Data Dimensions – SBCIS – Billed Revenue (Affiliate Revenue – DataComm matched to MR2000) – LD – Affiliate Posted Orders. Integrated – Dish Posted Order information across – Telco affiliates not included in Release 1 – Yellow Pages (Cingular, SBCIS, DataComm, Dish and LD) – PBIS Messaging* (Currently in Discovery) – SBCT. Source and integrate other SBCT related data for billing, posted • Data Dimensions. Provide ability to “slice and orders, MR2000 revenue, MR2000 dice” data across multiple customer reporting product volume and MR2000 product measures & dimensions availability – Customer Segments – MR2000 Expense. Develop customer – Billed Revenue (Telco Revenue profitability through inclusion of matched to MR2000) MR2000 expense data driven to the – Product Volumes (Inwards, customer level Outwards, In Service. Service Orders – Telco; Derived – MR2000 Product Volume and Availability. Deliver consistent Orders – Affiliates) product volume counts and product – Customer Demographics availability with MR2000 for SBCIS, – Third Party Data Sources LD, DataComm, Dish, Yellow Pages (ABI/Claritas, D&B,TNS) and Telco East Region • Product Hierarchies. Establish consistent – Customer Contact History. revenue and volume product hierarchies across Customer contact history information all Telcos. Define mapping of affiliate products for contact center, web, outbound to NEMO product code. telemarketing and direct mail will be • CONTACT/Athena Migration. CONTACT integrated application data source migration • Reports. Enhance self service and reporting • Reports. Create preliminary standard capabilities reporting capabilities – Self Service Reporting Capabilities. – Dashboard Enhance eBIP and desktop reporting – Standard Reports (Consumer & tools Business Segmentation Reports) – Enhanced Standard Reports. – Ad-Hoc Reports Enhance standard reports to reflect product volume information, issued service orders information and customer contact history 1.5 NEMO Release 1 Scope Release 1 of NEMO will focus on five primary areas: 1.5.1 Product Hierarchy 1.5.1.1 Billed Revenue Establish a consistent revenue hierarchy across all Telcos. Capture product hierarchy information at the following levels:  MR2000 Booked Revenue (CBL) March 2004 omoreno@hotmail.com 408.656.2498 Page 10 of 72
  11. 11. NEMO: Business Requirements & Data Specifications – DRAFT  Common product definition for billed revenue (NEMO Product Code)  Billed product definition for each region (PRG, PDIM, Revenue Code, JAC) 1.5.1.2 Volume Establish a consistent volume hierarchy across all Telcos. Capture product hierarchy information at the following levels:  Common product definition for product volume (NEMO Product Code)  Product volume for each region (PI, PRG) 1.5.2 Affiliate and Telco Data Release 1 of NEMO will integrate affiliate and Telco data and define a single customer identifier across all SBC entities. Affiliate and Telco data include:  Cingular  ASI  SBCIS  DataComm  LD  Dish  Yellow Pages  Messaging  Telco (W, SW, MW, E) 1.5.3 NEMO Campaign Management Process The NEMO Campaign Management Processes will source data from the new NEMO integrated layer. Where appropriate, overlapping and redundant data will be integrated resulting in a single source of customer data. 1.5.4 Reports NEMO will provide robust information, extraction and delivery at the appropriate levels of detail.  Dashboard  Standard Reports (Consumer & Business Segment Reports)  Ad-hoc Reports 1.5.5 Data Dimensions Provide the ability to “slice and dice” data across multiple customer reporting dimensions:  Billed Revenue (Telco Revenue matched to MR2000)  Product Volumes (Inwards, Outwards, In Service)  Derived Inwards/Outwards – Affiliates  Third party Data Sources (ABI/Claritas, D&B, TNS)  Customer Dimensions (Geography, Segmentation, etc.) 1.6 Customer Scenarios NEMO will provide marketing a 360 degree view of customers and products. A 360 degree view of the customer implies that SBC will know at a customer level what March 2004 omoreno@hotmail.com 408.656.2498 Page 11 of 72
  12. 12. NEMO: Business Requirements & Data Specifications – DRAFT products each customer has whether it is DSL, Cingular, Telco or Yellow Pages and the revenue associated with each of those customers. There are several customer scenarios that NEMO must address. Though there may be legal restrictions preventing the implementation of desired functionality, the working business requirement assumption is that it if it is legal to see in EDW, it will be legal in NEMO. As such, the scenarios below must be addressed. 1. Telco customers who have no affiliate products or revenue. 2. Telco customers who have both a Telco account and one or more affiliate accounts, all revenue should be matched to the Telco account. In this manner, users of NEMO can easily determine how much revenue is associated with a single Telco customer. 3. Non-Telco customers having only one affiliate product. If a customer has an SBC product sold through an affiliate, but does not have a Telco product, NEMO should still hold this customer’s information, where legally permitted. Legal conversations are currently underway to determine what NEMO restrictions should be in place. 4. Non-Telco customers who have multiple affiliate products. If a customer has multiple SBC products sold through affiliates, but does not have a Telco product, NEMO should still match these affiliate accounts, if possible. Along with legal conversations which must occur, analysis of CIM capabilities is required to determine if this is possible. Cingular ASI Dish 2 4 LD Telco Customer Base) 1 3 SBCIS Messaging DataComm Yellow Pages 1.7 NEMO Timeline The graphic below highlights the key NEMO project phases, estimated duration and directional start and end dates. The picture below also highlights the activity overlaps March 2004 omoreno@hotmail.com 408.656.2498 Page 12 of 72
  13. 13. NEMO: Business Requirements & Data Specifications – DRAFT from one phase to another to accommodate the accelerated timeframe for the NEMO delivery. Release 1 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC (1/04 – 12/04) Definition (1/04 – 3/04) 12 Weeks Design (2/04 – 8/04) 24 Weeks Build (4/04 – 11/04) 28 Weeks Test (9/04 – 11/04) 12 Weeks Deploy (11/04-12/04) 6 Weeks NEMO Release 1 is a one year initiative. The major phases of this release include:  Definition Phase. The Definition Phase was a 12 week effort that focused on developing the detailed business requirements. An iterative effort between IT and Core Marketing was used to drive and document all NEMO Release 1 requirements. The Core Marketing team will publish three primary documents for this phase: NEMO NEMO Business Requirements Document (MS Word format), the NEMO NEMO Data Definitions Workbook (MS Excel format) and the NEMO Campaign Management Workbook (MS Excel format).  Design Phase. The Design Phase is a proposed 24 week effort. The focus on this phase will be to translate the detailed business requirements into a technical design document as well as to initiate the IT development effort. Core Marketing will work with IT to complete the detailed design efforts to confirm data definitions, detail business rules, define source systems and define source tables. Additionally, Core Marketing will focus on defining the business strategy for end user adoption, training and user acceptance testing.  Build Phase. The Build Phase is a proposed 28 week effort that focuses on translating the technical design documentation into a physical end deliverable. During this phase, the application infrastructure will be developed, NEMO end user reports and dashboard built and data migrated from the enterprise data mart/source systems into the NEMO integrated layer. IT and Core Marketing will collaborate on developing the final NEMO solution.  Test Phase. The Test Phase is a 12 week effort that focuses on completing all the IT and Core Marketing system, integration, performance and end user acceptance testing. Application issues will be identified and resolved during this phase.  Deploy Phase. The Deploy Phase is 6 week effort that focuses on deploying the NEMO application to the end users. All issues regarding the deployment schedule, training schedule, operational support and cut-over will be detailed during this phase. March 2004 omoreno@hotmail.com 408.656.2498 Page 13 of 72
  14. 14. NEMO: Business Requirements & Data Specifications – DRAFT 2.0 NEMO IMPERATIVES There are driving factors behind the NEMO project. These factors are discussed below. 2.1 Improved Information Access There is a tremendous amount of data available to today’s end-users. To pull this information, complex business rules and technical skills are required. This complexity results in time delays to extract data. These time delays can result in lost opportunities. The existence of a single integrated repository with built-in business rules would allow for quick and improved access, resulting in a better understanding of the business. 2.2 Standardized and Consistent Reports NEMO will provide increased access to information by standardizing based on a common set of measures, dimensions and hierarchies that can be used in reports. NEMO will standardize customer, product, revenue and line counts across SBC marketing organizations. This will result in reported marketing results closely correlating to the reported finance results. Another key driving principal is that within the marketing organization there should be common methods for calculating metrics such as churn rates, growth rates, product penetration and opportunity. This standardization will be successful only as the accessibility of information issues are addressed and resolved. 2.3 Integrated Customer View SBC sells products to the same customers through the Telco organization and several affiliates. However, current data sources do not tie revenue information from those organizations to that single customer. NEMO looks to provide that insight in order to truly see the value of the customer. 2.4 Deeper Customer History History is required to determine trends and changes in the market. Some aspects of history are currently sufficient. However, there are areas of information that are lacking the appropriate historical information for segmentation recasting and trend analysis. Historical information combined with an integrated view of the customer will provide a clear understanding of where the customer base has been and where it is going. March 2004 omoreno@hotmail.com 408.656.2498 Page 14 of 72
  15. 15. NEMO: Business Requirements & Data Specifications – DRAFT 3.0 BUSINESS REQUIREMENTS OVERVIEW 3.1 Working Sessions and Team Organization During the formal kick-off the NEMO program on January 15, 2004, the concept of working sessions was introduced to the NEMO core team members. The working sessions objectives were as follows:  Provide opportunity for a “deep dive” review of NEMO requirements between IT and Core Marketing  Identify gaps, update and finalize business requirements  Jump start design and validate overall level of effort for Release 1  Serve as an iterative process for requirements validation and design review The working session teams were logically grouped into the following four areas for detailed business requirements collection:  Product Hierarchy Team. The product hierarchy team focused on defining the hierarchy requirements for both product revenues and volumes. Additionally, a NEMO Product layer was introduced to support the “integrated layer.”  Affiliate Team. The affiliate team focused on capturing existing data definitions for affiliates included in NEMO Release 1. These affiliates include: LD, Cingular, ASI, SBCIS, DataComm, Yellow Pages, Dish and Messaging. Specifically, this team looked at existing data available on the EDW and identified where there are gaps in available product, revenue and order data. In addition to identifying gaps, the affiliate team determined what data elements should be incorporated into the integrated layer of NEMO.  Reporting Team. The reporting team focused on reviewing the existing inventory of key reports today to support Channel Delivery, Portfolio Management and Winback teams. Reviewing existing reports identified key data elements for the integrated layer.  NEMO Campaign Management Team. The NEMO Campaign Management team focused on developing a roadmap for the functionality and data elements within CONTACT and Athena. The NEMO team will look to include all the functionality from these two applications while removing elements that are no longer used by or useful to the business. 3.2 Summary List of Business Requirements The table below highlights the NEMO business requirements that have been logically grouped within key categories. The business requirements identified below are further discussed in the body of this business requirements document as well as the detailed data defined in the NEMO Data Definitions Workbook. March 2004 omoreno@hotmail.com 408.656.2498 Page 15 of 72
  16. 16. NEMO: Business Requirements & Data Specifications – DRAFT Req # Category Business Requirement SMY 1.1 General All products and revenue information will be included in the NEMO integrated layer for the following SBC entities and affiliates. Telcos • Southwest • West • Midwest • East Affiliates • Cingular • Messaging • ASI • SBCIS • LD • Yellow Pages • Dish • DataComm SMY 1.2 General NEMO shall maintain a minimum of thirteen months of history in the integrated layer. SMY 1.3 General Billed Revenue must be loaded monthly. Loading of all Telco data and affiliate data must be loaded by the 10th workday of each month. Preliminary analysis indicates that LD and Cingular may not be ready by the 10th workday of each month. Issues (#21 and #15) have been opened in the NEMO issue log to discuss further. SMY 1.4 General Service Order information should be loaded daily for all Telcos, ASI, Dish, and Messaging. For affiliate data where Service Order information is not available (Cingular, SBCIS, and SBCLD), inwards and outwards should be derived. This should occur monthly along with the Billed Revenue load. SMY 1.5 General Though currently not in a production system, “Best View” (i.e., quarterly revisions of the budget) is performed regularly. A production data feed of this information into NEMO must occur. SMY 1.6 General NEMO will contain retail data only and will include product information from both CRIS and CABS. Wholesale data is not within the NEMO scope. SMY 1.7 General All current campaign functionality found in the CONTACT data mart must continue to exist. SMY 1.8 General All current reporting functionality found in the Athena data mart must continue to exist. SMY 2.1 Customer For NEMO the focus is the Telco customer. However, users should be able to review both Telco matched and unmatched customers where legally permitted. SMY 2.2 Customer Customers will be identified and linked via the CIM identifier across all regions, all affiliates and all third party demographic data (D&B, TNS, Claritas, and ABI). SMY 3.1 Products NEMO should provide common product definitions across the SBC regions and affiliates that are supported by a standard hierarchy. SMY 4.1 Billed Revenue NEMO Billed Revenue requires the lowest level of data to be at the ATN/BTN/BAN level and affiliate equivalents by product. March 2004 omoreno@hotmail.com 408.656.2498 Page 16 of 72
  17. 17. NEMO: Business Requirements & Data Specifications – DRAFT Req # Category Business Requirement SMY 4.2 Billed Revenue NEMO Billed Revenue must include all revenue flowing to MR2000 from the billing systems that was billed on customers’ bills excluding taxes. Alternate sources for billed revenue must also be available for all of the affiliates where data is not flowing to MR2000 at the BTN level. SMY 4.3 Billed Revenue The same data attributes and product mapping used in MR2000 must be used in NEMO to ensure revenues match. SMY 5.1 Volume NEMO Volumes requires the lowest level of data to be at the WTN/BTN level and affiliate equivalents by product. SMY 6.1 Derived NEMO users will require the ability to associate derived revenue to Revenue posted orders and in-service quantities. SMY 8.1 Reporting The end user must be able to slice and dice data by the measures and dimensions that have been identified in this document, the NEMO Data Definitions Workbook and the NEMO Campaign Management Workbook. SMY 8.2 Reporting End users should be able to export all reports into Excel, PDF, or Tab- Delimitated formats. SMY 8.3 Reporting NEMO shall provide marketing executives with dashboards that will enable them to compare performance against the key targets such as Budget and Best View. SMY 8.4 Reporting NEMO shall provide Marketing Managers with a series of dashboards and standard reports with drill down capability and self-service tools to answer key business questions regarding their product performance information. These reports should be filtered by all market segments managed. SMY 8.5 Reporting Dashboard and standard reports should be displayed on demand via e-mail or a web portal. SMY 8.6 Reporting Guided analysis must be available so users can quickly drill into information in an organized and controlled path. SMY 8.7 Reporting Guided drill-downs in Dashboards and Standard Reports should meet best in class reporting standards for performance. SMY 8.8 Reporting The user must have the ability to drill from a report or cube to the lowest level of available data in the base database or into different cubes, if appropriate. This drill-through should be transparent to the user. SMY 8.9 Architecture NEMO business rules, such as integration mapping logic, hierarchies, etc. should be designed in a table driven manner. A user-oriented front-end must be available to adjust the business rules, integration mapping logic, and hierarchies as needed. SMY 8.10 Architecture 90% of NEMO reports should be executed in less than 1 minute. To accomplish this, best practices concerning database tuning and performance maintenance should be used. The underlying integrated layer and application must be tuned to get the best response time. SMY 8.11 Architecture A Service Level Agreement for response times between Core Marketing and IT will be agreed upon prior to delivery. SMY 8.12 Architecture A prioritization scheme will be built so that certain reports and specified user requests receive priority processing. Priority decisions should remain within the NEMO and CA&R group and will be detailed in the Service Level Agreement between Core Marketing and IT. SMY 8.13 Architecture Standard definitions and business rules will be built into the data or the tool to facilitate consistent reporting. SMY 8.14 Architecture 90% of OTMs (Outbound Telemarketing) must be complete by 11am CST each day and DM files must be 90% complete by 11pm each day to support enterprise Winback. March 2004 omoreno@hotmail.com 408.656.2498 Page 17 of 72
  18. 18. NEMO: Business Requirements & Data Specifications – DRAFT Req # Category Business Requirement SMY 9.1 Administration Data integrity within the system requires that various validations be automated to insure the client that all loads and calculations are in sync with source data. SMY 9.2 Administration Alerts should be sent to support staff indicating when a load has failed or if a data discrepancy has occurred and the alert list should be modifiable. SMY 10.1 Legal The level of NEMO data must abide by legal rules on CPNI, 271, and 272. March 2004 omoreno@hotmail.com 408.656.2498 Page 18 of 72
  19. 19. NEMO: Business Requirements & Data Specifications – DRAFT 4.0 NEMO Data Definitions Workbook The Data Requirements Workbook provides more detailed information about the attributes and measures needed within NEMO. The dimension spreadsheets within this workbook describe the attributes end users typically use to create reports. The Data Definition Workbook represents the various methods by which different marketing groups may wish to “slice and dice” data. During design the best source of data will be determined for these data elements. This spreadsheet groups the attributes and measures listed in this document into logical groupings. Dimensions Billed Revenue Order Booked Revenue Adj Product Budget Time Contract LD Usage Customer Cingular Features Demographics Cingular Usage Geography Affiliate In-Service Further, this document:  Indicates where Telco and affiliate data must be integrated into a single attribute or measure.  Provides possible sources to extract information as well as preliminary business rules and transformation logic.  Describes history requirements for various attributes and measures.  Defines load expectancy for the various attributes and measures. The NEMO Data Definitions Workbook is made up of several spreadsheets. Primarily, these spreadsheets help to break the required data elements into logic groupings. The contents of the Data Definitions workbook are described below. Additional details about the dimension tabs below can be found in the appendix. 4.1 Table of Contents The Table of Contents serves as a guide for the entire workbook. It lists the various spreadsheets, provides a brief description of them, and provides a link to the individual worksheets contain within the file. 4.2 Document Roadmap The Document Roadmap spreadsheet contains a list of the column names used within each of the major content worksheets and provides brief descriptions or definitions. 4.3 Report Inventory The Reports spreadsheet contains a Report Inventory. These reports are considered representative of many reports currently used throughout the organization and provided by reporting SME’s. It should be noted that this Report Inventory only contains existing reports identified by Marketing. With a few exceptions, data must exist within NEMO to re-create these reports. The information contained within the Report Inventory was provided by the reporting POC’s. March 2004 omoreno@hotmail.com 408.656.2498 Page 19 of 72
  20. 20. NEMO: Business Requirements & Data Specifications – DRAFT 4.4 Dimension Billed Revenue All revenue flowing to MR2000 from the billing systems that was billed on customers bills excluding taxes. Billed revenue is also available for all of the affiliates where data is not flowing to the EDW at the BTN level. Billed revenue attributes include:  Revenue Type  Revenue Source  Revenue 4.5 Dimension Booked Revenue Adjustments Booked revenue adjustments, accruals and manual entries within MR2000 that when added to Billed Revenue equals Booked Revenue. The adjustments must be brought into NEMO to match MR2000 reporting. 4.6 Dimension Budget / Best View Budgeting is an annual process within the organization. On an annual basis, budget numbers are created and loaded into MR2000. After being loaded, these numbers rarely change. This budgeting is done at the following level of detail:  Region  Product (CBL)  Month  Customer Type Best View is also described on this tab. “Best View” is created more frequent than Budget. This process is performed one month at a time and is a revision of the budget based on the latest available data. Though this process is not in production, it is a formalized and defined process. 4.7 Dimension Contract The Contract dimension exists to provide insight into the current and past commitments of SBC’s customers. The attributes below must exist for product and customer combinations where contracts are in place.  Term  Term remaining  Contract start date  Contract expiration 4.8 Dimension Customer The customer is the main focus of NEMO. Without the customer there would be no order, revenue or MOU. The attributes associated with the customer allow the end user the ability to group like customers together, slice and dice key measures such as revenue, volumes and MOU. Attributes in NEMO relating to the customer include:  Customer information (e.g., Name, Address)  Customer hierarchies (e.g., Location, Tie Code, CIM)  Segmentation (e.g., Composite Segment, Business Segment/Sub Segment) 4.9 Dimension Demographics March 2004 omoreno@hotmail.com 408.656.2498 Page 20 of 72

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