Raoul Schuhmacher of Electronic Arts presented on enabling business strategy through effective data management. The presentation covered an overview of EA and the gaming industry, a case study on how EA used common master data, data integration, and business intelligence to enable a digital-to-consumer strategy. Benefits included a consolidated understanding of products, consistent metrics, and improved decision making. Lessons learned focused on aligning initiatives with business priorities, establishing governance before technology, and delivering incremental value through a strategic roadmap.

1. © 2011 Electronic Arts – Slide # 1

2. CME Summit
Scottsdale, September 18th-20th , 2011
Enabling Business Strategy with Effective Data Management
Raoul Schuhmacher, Sr. Director Enterprise Architecture
Electronic Arts, Inc.
© 2011 Electronic Arts – Slide # 2

3. Today’s Agenda
• Overview of the Gaming Industry and Electronic Arts, Inc
• Case Study: Enabling EA to lead Digital-to-Consumer
‒ Common Master Data
‒ Data Integration
‒ Single Data Warehouse
‒ Common Metrics
‒ Business Intelligence
‒ CRM/Campaign Management
• Lessons Learned
• Q&A
© 2011 Electronic Arts – Slide # 3

4. Gaming Industry Outlook
100,000 • Media & Entertainment
$B
90,000 Industry includes Television,
80,000 Film, Music, Radio,
70,000
Video/Computer Games,
60,000
50,000
Publishing, Advertising
40,000 • Games is one of the fastest
30,000 growing segments in the
20,000 media & entertainment
10,000
industry
0
2009 2010 2011 2012 2013 2014 • Stable revenue stream in
Advertising 1,554 1,843 2,135 2,388 2,598 2,845 traditional console /
PC 3,816 3,731 3,672 3,608 3,540 3,483 packaged goods gaming
Wireless 7,313 8,467 9,642 10,957 12,021 13,061
Online 11,655 14,127 17,068 20,781 25,258 30,593 • High growth opportunities in
Console/handheld 28,169 30,000 31,334 32,873 34,674 36,774 Online & Mobile gaming
Source: PwC Media & Entertainment Industry Outlook
© 2011 Electronic Arts – Slide # 4

5. Overview of Electronic Arts
• Founded in 1982 (Nasdaq: ERTS)
• GAAP Net Revenue for CY10 $3.48B
• Global Headquarters in Redwood City, California
• 8,000+ employees worldwide
• Leading global interactive entertainment software company: EA develops,
publishes, and distributes interactive software worldwide for video game
systems, personal computers, wireless devices and the internet.
• In 2010, EA launched five games which sold in more than five million units
each – FIFA 11, Medal of Honor, Madden NFL 11, Need for Speed Hot Pursuit
and Battlefield: Bad Company™ 2.
• In Western markets in the third quarter of fiscal 2010, EA was the #1
publisher in the Apple App StoreSM for both iPhone® and iPad™ and #1 on
Microsoft Windows® Phone 7.
• EA is the #2 publisher of Social Media games as result of acquisitions including
Playfish and PopCap and the recent release of SIMS Social on Facebook
© 2011 Electronic Arts – Slide # 5

6. Key Business Strategy: Lead Digital to Consumer
© 2011 Electronic Arts – Slide # 6

7. Consumer 360 Vision
Optimize D2C
Full Understanding of Wants and Needs
Marketing
Response
Customer
Demographics
History Development
Gameplay Engagement High Satisfaction Grow
Behavior Behavior & Loyalty Sales
Product Commerce Market
Profile Behavior Opportunity
Product
Development
© 2011 Electronic Arts – Slide # 7

8. How to get there?
• Foundational Building Blocks ….
– Common Master Data
– Data Integration
– Single data warehouse
– Common Metrics
• …. To enable Business Capabilities
– Reporting and Analytics
– Campaign Management
© 2011 Electronic Arts – Slide # 8

9. Extensive set of offerings…
78
24
15
131
86
13
46
11
….anywhere you are
© 2011 Electronic Arts – Slide # 9

10. Approach
Governance and Process First, Technology Second
View information as strategic asset
1. Governance 2. Organization
•Data standards •Business Data Ownership
Link to strategic objectives
Drive by business value
•Data Quality •Data Management
•Data Stewards
Successful
MDM
3. Process 4. Technology
•Data creation •MDM System
•Data maintenance •EAI/ETL
•Workflow
•Presentation/Portal
Enable with change leadership
© 2011 Electronic Arts – Slide # 10

11. Governance
Business Community Information Technology
Master Data Organization (MDO)
 Clear ownership of MDM
 MDO comprised of decision-makers
 Stewardship and support partnership of Business Users and IT
 Leverages Governance Model from Project Initiation
Maintenance Change Management Data Quality & Controls
 Dedicated to the administration  Facilitates the Change Control  Focuses upon Data Quality
and maintenance of Master process  Performs Data quality audits for
Data  Work with Business/IT to drive adherence to standards
impact assessment  Assists with control
 Communicates Changes assessments
 Maintains and administrates  Tracks issues & drives
MDO standards and policies resolution
© 2011 Electronic Arts – Slide # 11

12. Benefits
• Consolidated, cleansed and standardized product date – from
250,000 to 75,000 SKUs
• Consistent understanding of product offerings across all
business models
• Decision makers driving the process, clear workflow and audit
trail
• Single point of entry / source of truth for product data
• Ability to auto-generate master title plans
• Flexibility to support new requirements and business
transformation
© 2011 Electronic Arts – Slide # 12

13. Data Integration Services
Demand
Planning
• Point-to-point connectivity
• Distributed development and support, no governance, Integration
VMI Logistics
cost ‘hidden’ in projects, more overhead
Current State
• “Tightly coupled” integration, requires re-work for every
sender/consumer change, e.g. ERP consolidation roadmap will
require to change all interfaces
ERP EDI • Extensive regression testing upon change
• No re-use, no efficiency gains over time
Reporting • Perpetuates obsolete legacy environments
• Publish/subscribe connectivity, reduced number of interfaces
Demand
Planning • Integration factory approach, centralized governance,
development and support, less overhead, integration cost visible
• “Loosely coupled” integration, shields systems from changes
Target State
VMI Logistics • Encourages data standardization, enables publish once/subscribe
iHub many paradigm
• Foundation to leverage for future integration needs
• Simplifies M&A integration
• Simplifies application consolidation/retirement
ERP Reporting
• Integration Review Process to facilitate consistent decisions
• Enables roadmap to retire legacy
© 2011 Electronic Arts – Slide # 13

14. DW/BI Current State
Source Integration Aggregation Reporting
Data Warehouse Reporting
Source
Source Reporting
External Reporting
MDM
Reporting
ODS
ERP 1
Source EDW Data
Mart CDS
ERP 2
Source Reporting
ERP 3 Data Reporting
Mart
Source Web Dashboard
App
Source
Reporting
Source
Reporting
External
Data
Reporting
Source Mart
Metrics
Source
Analytics
Fragmented Source Systems Lack of data model
Silo reporting solutions
Multiple data stores
Point-to-Point Integration No business rule documentation
Multiple technologies
© 2011 Electronic Arts – Slide # 14

15. EDW/BI Target State
Source Integration Aggregation Reporting
Source
CRM Citadel
Reporting and Analytics
Source
Services
External
Citadel Dashboards
MDM Data Itnegration Service (iHub)
Enterprise Data Model
& Data Warehouse
Outbound Services Layer
Std Operational
ERP 1 Reporting
Source
ERP 2 Std Management
Reporting
Source
ERP 3 Ad hoc Reporting
Source
Source Self Service
Reporting
Source
External
Analytics
Source Services
Source
Enterprise Data model Data integrity
Reporting/Analytics Service
Enterprise Data Warehouse
Data Integration Security and compliance
© 2011 Electronic Arts – Slide # 15

16. Benefits
• Single source of truth for all enterprise information, ability to
gain new insight from having all data in a single place
– Global reporting on retail sales
– Consolidated reporting for all digital revenue sources
• Focus on gaining business value from data vs. chasing data
• Improved end-user experience due to consistent
presentation layer vs. multiple disparate tools
• Increased end-user productivity due to increased data
quality
• Reduced IT operations cost (h/w, s/w maintenance, s/w
licensing, support and development staff)
© 2011 Electronic Arts – Slide # 16

17. Digital Metrics Vision and Goal
Establish a set of metrics that can be held as constants across business units
and regions to enable us to drive and monitor revenue growth, operational
efficiency, profitability, and customer satisfaction in our business.
CITADEL
(Teradata DW • High level company wide
Common Master Data and Dimensions
and
MicroStrategy metrics assessing health
reporting
environment) of business
Executive
• Regional / Business Unit
Management metrics used for tracking
performance against goals
at detailed level
Operational
Label or
Function • Studio/Function/Process
specific data
marts, reporting specific stats and metrics
solutions
Transactional to support process
execution
Establish a single source of truth that empowers business users to make better
business decisions based on the right information at the right time.
© 2011 Electronic Arts – Slide # 17

18. Governance
• Metrics Council - the governing body responsible to approve,
monitor, and review access and process changes to the Tool
• Power User – User with additional access to Reporting Data
SPONSORS
Model
CFO, CIO • Data Steward – User with additional governance
responsibilities. Data Stewards are representatives from
METRICS COUNCIL
Business Units, Functions, and Regions who will represent their
Governance
respective constituency during data definition and drive
adoption of agreed upon definitions within their respective
constituency, including any process changes and source system
POWER USERS DATA STEWARDS
data clean-up initiatives. They also act as first line trainers,
+Data Model +Governance
trouble-shooters, and point of communication.
SUPER USERS
• Super User – User with access to Tier 1, Tier 2, and Tier 3
Tier 1, 2, and 3
reports. Super users are further categorized into:
GENERAL USERS • Tier 1 Report – Predefined dashboards with basic filtering
Tier 1 and 2 capabilities for Executive and Management reporting
• Tier 2 Report – Predefined report templates with wizards
that guide the end User to create reports for specific
analysis
• Tier 3 Report – Dynamic report with option to add/remove
objects and build derived metrics
• General User – User with access to Tier 1 and Tier 2 reports
© 2011 Electronic Arts – Slide # 18

19. Reporting & Analytics
• Single set of reports based on consistent definitions of metrics and
dimensions
• Complete view of business performance
• Data structures enable self-service, ad-hoc reporting and analysis
• Improved data quality increases user productivity
• Timeliness of data accelerates ability to make decisions
© 2011 Electronic Arts – Slide # 19

20. CRM Use Case
• Custom Messaging
– Personalization 250
– Segmentations 200
– Prospects 150
Delivered
• Custom Timing 100
Opened
– Demo/Online-pass follow up 50
Clicked
– Game progress 0
– Conversion
• Cross-Sell/Up-Sell
– Franchise *) FY11 = Projection
– Download
– EA division
© 2011 Electronic Arts – Slide # 20

21. CRM Analytics Capabilities
Percentile Pattern
Behavior Trend Cross-Segment Affinity
Profiling Detection
Analyzes consumer Analyzes the Splits customers Identify predictors of Enables you to
behavior and activity intersections of into groups, ranked future events. select measures,
of segments over groups of people with by e.g. revenue or Discover which product segments,
time user defined items purchased. products customers and date ranges to
measures. Similar to User can choose the purchase with other pinpoint specific
Example – Excel. number of splits or products over time, customer
Show me all consumers groups (decile, or customer activity purchasing
who spent >$10 in PDLC Example – quantile, etc.) leading up to and affinities.
for FIFA August, and Show me consumer after a significant
spent <$10 in PDLC for counts by Gross Bookings Example – Segment event. Example – What micro
FIFA in September. and Game-play Time Band consumers in deciles transactions are the
based on Q4FY11 gross most popular with
Example – What is the
bookings for all Sports consumers that have
most likely time that a
titles purchased the Vietnam
consumer purchases
Expansion Pack?
any PDLC after the
activation of an online
entitlement for a First
Person Shooter game? © 2011 Electronic Arts – Slide # 21

22. Lessons learned
• Align initiatives to business strategies and priorities
• Find areas of business sponsorship and start with governance;
without that, the target state will look like current state
• Define and implement process before technology; solve the what
before the how
• Consistently deliver incremental business value in context of a
strategic roadmap; maintain stakeholder engagement
• Establish loosely coupled data integration based on standards;
flexibility to manage change
• Consider consolidating data related activities into one IT
organization to accelerate alignment and progress
• Plan data warehouse migrations carefully; they are complex
© 2011 Electronic Arts – Slide # 22

23. EA Confidential
23 © 2011 ElectronicIT AllSlide # 23
For Internal Use Only Q4 Global Arts – Hands
March 2009