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Customer-Centric Data Management for Better Customer Experiences
The document discusses the importance of mastering data to create a 'customer 360 experience', which integrates various data points for enhance customer service and operational efficiency. It highlights the implementation of Informatica's solutions in various sectors, demonstrating improved data management, compliance, and customer experiences. Additionally, it addresses the challenges companies face when managing data across multiple systems and the associated benefits of achieving a unified view of customer information.
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Customer-Centric Data Management for Better Customer Experiences
- 1. Customer 360 Experience The datato create a segment of one
- 2. 2 © Informatica.Proprietary and Confidential.2 Agenda Introduction The Need for Mastering Data Key Concepts for Mastering Data 1 2 3 Hands-On Lab4 Engaging Your Business Counterparts5 Final Q & A, Wrap-up6
- 3. 3 © Informatica.Proprietary and Confidential.3 Agenda Introduction The Need for Mastering Data Key Concepts for Mastering Data 1 2 3 Hands-On Lab4 Engaging Your Business Counterparts5 Final Q & A, Wrap-up6
- 4. 4 © Informatica.Proprietary and Confidential. The Questions Customer 360 Solves Compliance / CFO/ Financial Analyst How do I secure my data and comply with regulations? How do I mitigate risk and measure risk concentration? Sales, Marketing, Service, eCommerce How do I improve customer experience? How do I accelerate product introduction? How can I trust my supply chain integrity? How can I streamline curation of a trusted 360 view of data? How confident can I be in the quality of the data we use? Data Steward How can I find hidden relationships in data? How can I spend more time on analytics? How can I more easily ask & answer complex questions? Data Scientist How do I ensure the data we use is trusted and relevant? How can I deploy software more quickly? Developer
- 5. 5 © Informatica.Proprietary and Confidential.5 Agenda Introduction The Need for Mastering Data Key Concepts for Mastering Data 1 2 3 Hands-On Lab4 Engaging Your Business Counterparts5 Final Q & A, Wrap-up6
- 6. © Informatica. Proprietaryand Confidential. • An international not-for-profit health system delivering care from more than 400 hospitals, long-term care facilities, clinics, and outpatient centers. • Needed to manage increasing volume of patient and operational data while improving productivity and delivering the next generation of patient care. • Created enterprise data platform to deliver immediate, complete patient information to health professionals. • Decreased length of stay and emergency wait times; saved $500,000 in just two months; delivered a better quality, more personalized patient experience. Improving Delivery of Quality Patient Care
- 7. © Informatica. Proprietaryand Confidential.
- 8. © Informatica. Proprietaryand Confidential. • A premier global hospitality company. • Compete more effectively in highly competitive market through exceptionally personalized guest experiences. • Powers Guest Experience Management system with 360º views of guests behaviors and preferences. • Experienced double digit growth from loyalty customers, 19% y/y revenue increase from promotional offers, and a 50% reduction in promotional spend. Irrational Emotional Bond
- 9. 9 © Informatica.Proprietary and Confidential. The Customer Data Management Solution Informatica PowerCenter Informatica PowerCenter Real-Time Offers Enterprise Data Warehouse Predictive Scoring & Analytics All Channels All Channels All Channels List Pulls Real Time Marketing Customer Profile Field Marketing Field Marketing Field Marketing Field Marketing Email Marketing (Cheetah) Ids, groupings Metrics Customer Info Transactions Mgmt Reports Over 10,000 files received Customer Info Transactions Real-Time CDI Transactions Customer Hub (INFA MDM) Campaign Mgmt (SAS)Response Tracking IDQ Hyatt.com/Reservations Property Systems Property Systems Digital Marketing Hyatt.com/Reservations
- 10. Informatica Customer 360– Cognizant case studies
- 11. 11 Informatica MDM Centerof Excellence Relationship with Informatica Peoples and Experience Solution Development Domains and Entities Informatica MDM CoE Top premier Global SI partner since 2005 Winner of the Best SI Partner for Informatica for 2012, 2013,2014 ,2015 & 2016 Global System Integrator of the Year 2015 Winner of Informatica (Siperian) Gooey Award (2008) Informatica’s Beta test partner with early access to Informatica MDM future releases Winner of 3 Innovation Awards 450 + resources with experience on MDM Hub across North America, UK, Central Europe & India 90+ associates certified by Informatica University & 300+ Associates with Cognizant certification 80+ implementations with 30 global rollouts and 5 multi entity projects ‘MDM-in-a-Box’ - a pre-fabricated Cognizant solution for different business domains like Retail ,Consumer Goods, Life Sciences etc. Insurance 360 for Insurance industry Clinical MDM for Pharmaceutical companies Financial Reference Data Management Solution IDMP solution for Life Sciences Key Domains: Retail, Consumer Goods, Life Sciences, Technology, Healthcare, Logistics, Banking & Financial Services, Insurance Key entities: Customer, Vendor, Product, Policy, Location, Account, Reference Data, etc.
- 12. Global Roll outof Customer Master @Global Water Technology Provider 12 Key Highlights Business Drivers There are multiple regions, ERP/silo’d systems, and Languages which add complexity to the Master Data Management paradigm Master data is scattered in silos, with scope of improvement in data quality No presence of data governance across the globe Data discrepancies need to managed and governed properly in order the ensure the success of P2P and O2C process implementation with Emagia and Catalyst application implementation Consistent customer information across the globe Integration of MDM with other applications (e.g., analytics) Improved data quality and enrichment by 3rd parties Global governance framework leveraging people, processes, standards and MDM/DQ Solution Highlights Global implementation for 2 business partner domains (Supplier & Customer) for 10 + Source systems ( with multiple instances) with multiple languages in scope The phased implementation consisted of a foundation phase for AS IS analysis, Business Requirements & DQ Analysis & Design and 3 waves for 3 regional rollouts The solution involved data quality mgmt., Address Doctor & Multiple third party integration (D&B, Amber Road, Decision Point) in real time/batch mode for data enrichment for hierarchy, denied party identification etc. Data Governance Strategy including a global organization structure, R&R & processes Business Outcome Integration of MDM with Catalyst & Emagia, the primary applications for P2P and O2C Process Mgmt. for managing data discrepancies like Data duplication, Data redundancy, Exceptions, Data Standardization Improved Cross-sell/Up-sell Technology Stack: Informatica Multi-domain MDM on AWS Cloud, Power Center, IDQ
- 13. High Level SolutionArchitecture – Customer MDM @Global Water Technology Provider SFTP (input) SFTP (Golden Record output) Trust Framework De-Duplication Survivorship List Of ValuesAudit Trails Data Enrichment Address Standardization Name Standardization Cleansing and standardization Active Directory based Access Control Informatica Analyst Admin Hub Console Provisioning Tool Business Entity UI Data analysis & profiling MDM Configuration UI Configuration Customer Data Enrichment & Workflows User Admin & Security Customer Onboarding Approval Decision point Deniedparty Hierarchy OrchestrationLayer SRC_ID update from ERP SRC_IDupdatefromERP Approvals & Credit Application Customer Master Input Customer Golden Master IDQ & Address Doctor Informatica Customer 360 13 DownstreamSystems
- 14. Customer MDM Implementation @LeadingManufacturer of High-performance Paints 14 Key Highlights Business Drivers No single truth of key enterprise entities. It was mastered in Talend earlier and moved to ERP (SAP R/3) . Data related to key entities are being authored and manipulated through multiple application/spreadsheets without being governed or synchronized . Data errors were impacting the enterprise flows like order to Cash to Cash & Procure to Pay. Operational cost went up due to data corrections . S/4 HANA implementation needed governed mastered data. Enterprise-wide source for Business Customer Customer Workflows moved to ActiveVOS from ServiceNow and other 3rd party apps Improved data quality and reliability of key data elements Integrated data synchronization between MDM and ERP Solution Highlights Inbound & outbound data integration in Batch & Real Time Use of MDM UI as a data authoring source. Uses collaborative method of record creation. Optimization of business processes authoring master data based on reference data Synching up reference data constraints on MDM with ERP . Use of IICS as middleware for integration and data reconciliation. Critically placed to improve interface services , lifecycle management services to evolve from coexistence style to transactional style of implementation Business Outcome Improvement on Time to Market , Order to Cash Improved service accuracy through Single Source of Truth Mass upload delivered for bulk authoring to improve operations Governed ERP master data for CFIN program Single Global MDM multi-domain platform for Customer, Supplier, Profit Center and Material master data Technology Stack: Informatica Multi-domain MDM on AWS Cloud, Power Center, IDQ, IICS & SAP R/3, S4 HANA
- 15. Customer MDM Implementationusing INFA MDM @Global provider of water, hygiene and energy technologies and services company Key Highlights Business Drivers Customer, Product, Field Sales Org and Corporate Account Org hierarchy data not synchronized across systems leading to conflicting values Opportunity to improve understanding of quality of data Opportunity to improve visibility of master data across divisions and regions globally Unauthorized data changes and lack of country specific validation rules cause data quality issue Difficulties in BI and Reporting due to lack of Single Version of TruthEnterprise-wide source for Business Customer & Product Access based task approval ActiveVOS implementation on INFA MDM platform Improved sustainability of data quality and governance of key data elements Improved business intelligence and enterprise reporting Solution Highlights Proposed a Global MDM system to the client to make business-critical decisions by selecting, configuring and implementing a single set of global tools (system and workflow) for the consolidation of data from SAP and non-SAP systems Maintaining Customer, Product and Hierarchical data in MDM Provided an analytical Customer & Product Master Data solution for reporting purposes Implemented SAP PowerExchange with Informatica PowerCenter to extract Customer & Product data from SAP Enterprise DataWarehouse Upgrade from MDM 9.7.1 to MDM 10.2 Business Outcome Enabling the objectives of other strategic programs with a strong dependency with Master Data Management and Data Quality/Governance Gained insight into underlying data quality issues and improved data quality, accurateness and uniqueness Improved sustainability of data quality and governance for key business data elements and related data Improving business intelligence and enterprise reporting for making business-critical decisions Consolidation of global management and governance of non-transactional master data across divisions and regions Technology Stack: Informatica MDM Advanced Edition, DB2, JBOSS-EAP-6.4.1, Informatica Power Center, Informatica Data Quality, ActiveVOS, Address Doctor 15
- 16. 16 © Informatica.Proprietary and Confidential. A new breed of customer is changing expectations. 89% of companies plan to compete primarily on the basis of the customer experience.
- 17. © Informatica. Proprietaryand Confidential. What you should know about your customers • Are you a customer? •Which products are owned? •What’s the next best offer? • Who is in your customer’s circle?
- 18. © Informatica. Proprietaryand Confidential.18 Agenda Introduction The Need for Mastering Data Key Concepts for Mastering Data 1 2 3 Hands-On Lab4 Engaging Your Business Counterparts5 Final Q & A, Wrap-up6
- 19. © Informatica. Proprietaryand Confidential. The Information Challenge Data Governance ? Marketing OperationsSales Operations Customer Service Location Account Customer Product Product AccountCustomer LocationAccount LocationProduct CustomerProduct AccountCustomer Location No View of Interactions 3 No View of Relationships 2 No Single View 1 LegacyApplicationCloud Computing Unstructured Third Party Data
- 20. Create an Intelligent360 View of Data Contact Information Contact Preferences Locations Business & Consumer Information Products & Services Business Relationships Household Relationships Supplier Relationships Sales Offers & Activities Marketing Communication & Responses Service Issues & Needs Billing & Contract Activities Social Media Channels IOT & Devices Chatbots RelationshipsProfile Interactions & Transactions
- 21. © Informatica. Proprietaryand Confidential. Customer 360 Reference Architecture Data WarehouseDocuments STREAMING CHANGEDATA CAPTURE BATCH DATAINGESTION DATA CATALOG DATA GOVERNANCE & QUALITY DATA SECURITY Databases Application Servers Mainframe Machine Data Cloud Mobile Social Log files Apps DATADELIVERY CUSTOMER MASTER Dynamic Cell-Level Survivorship Auto Merge Match Manual Merge Un-Merge Consolidation Process Customer 360 Data Model Name Product Address Business Partners Applications Data Warehouse Machine Learning Historical Analysis Advanced Analytics Real-Time Visualization DATA INFRASTRUCTURE DATAQUALITY CUSTOMER 360 INSIGHTS Natural Language Parsing Contextual Matching Confidence Scoring Inferences and Insights Enrichments Perspectives Customer Data Lake
- 22. © Informatica. Proprietaryand Confidential. Customer 360 Reference Architecture Data WarehouseDocuments STREAMING CHANGEDATA CAPTURE BATCH DATAINGESTION DATA CATALOG DATA GOVERNANCE & QUALITY DATA SECURITY Databases Application Servers Mainframe Machine Data Cloud Mobile Social Log files Apps DATADELIVERY Dynamic Cell-Level Survivorship Auto Merge Match Manual Merge Un-Merge Consolidation Process Business Partners Applications Data Warehouse Machine Learning Historical Analysis Advanced Analytics Real-Time Visualization DATA INFRASTRUCTURE DATAQUALITY CUSTOMER 360 INSIGHTS Natural Language Parsing Contextual Matching Confidence Scoring Inferences and Insights Enrichments Perspectives Customer Data Lake CUSTOMER MASTER Customer 360 Data Model Name Product Address
- 23. © Informatica. Proprietaryand Confidential. Informatica MDM - Customer 360 The data to create a segment of one Power your customer initiatives and fulfill customer experience promises with streamlined customer onboarding, customer lifecycle management, and customer engagement. Accelerate time- to-value Predefined best in class Customer data model Real time web services Pre-built, configurable Full MDM capabilities Designed for Business Users Preconfigured New Task inbox Role based Business workflows Engagement dashboards Embedded 360 Apps Access Expose product details and information from Product 360 and relationships Customer Enrichment Demographics 3rd Party data verification and validation Preferences Tags
- 24. © Informatica. Proprietaryand Confidential. The Business Model is the tip of the iceberg Business Model Metadata Model The metadata model is generated at design time The business model is defined by customer to represent their master data entities, child tables, and reference data
- 25. © Informatica. Proprietaryand Confidential. Design master data domains as YOU need them Model the information which matter for your business The ONLY True Multi-Domain 140+ domains Product Reference Supplier Infer and suggest the best format for master data attributes Flexible, model driven approach for business users to define master data domains Define the relationships between different domains Auto generate APIs that allow MDM to integrate with critical business systems in real-time B2C Customer B2B Customer Location
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- 27. © Informatica. Proprietaryand Confidential. Customer 360 Reference Architecture Data WarehouseDocuments STREAMING CHANGEDATA CAPTURE BATCH DATAINGESTION DATA CATALOG DATA SECURITY Databases Application Servers Mainframe Machine Data Cloud Mobile Social Log files Apps DATADELIVERY CUSTOMER MASTER Dynamic Cell-Level Survivorship Auto Merge Match Manual Merge Un-Merge Consolidation Process Customer 360 Data Model Name Product Address Business Partners Applications Data Warehouse Machine Learning Historical Analysis Advanced Analytics Real-Time Visualization DATA INFRASTRUCTURE CUSTOMER 360 INSIGHTS Natural Language Parsing Contextual Matching Confidence Scoring Inferences and Insights Enrichments Perspectives Customer Data Lake DATA GOVERNANCE & QUALITY DATAQUALITY
- 28. © Informatica. Proprietaryand Confidential. Discover and Understand the Nature of Data Data discovery and profiling • Identify the untapped sources where master data exists • Profile the data, understand the quality, identify variations and trends • Create data quality rules that help fix data issues on an ongoing basis • Continuously monitor and analyze data issues • Supports Big Data profiling (Data Quality on Hadoop) AnalystSteward
- 29. © Informatica. Proprietaryand Confidential. Embedded data quality to ensure IT and business collaboration Ensure High Quality Trustworthy Data • Ensure master data is clean, consistent and accurate • Data quality capability at the mapping level • Scorecard: Graphical view of point-in-time view and trends in source data quality • Reuse standardized rules across the data ecosystem (Build once, deploy anywhere) • Cleanse, standardize, validate – Visual mappings and no coding • Batch and real time operations
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- 31. © Informatica. Proprietaryand Confidential. Customer 360 Reference Architecture Data WarehouseDocuments STREAMING CHANGEDATA CAPTURE BATCH DATAINGESTION DATA CATALOG DATA GOVERNANCE & QUALITY DATA SECURITY Databases Application Servers Mainframe Machine Data Cloud Mobile Social Log files Apps DATADELIVERY Dynamic Cell-Level Survivorship Auto Merge Match Manual Merge Un-Merge Consolidation Process Customer 360 Data Model Name Product Address Business Partners Applications Data Warehouse Machine Learning Historical Analysis Advanced Analytics Real-Time Visualization DATA INFRASTRUCTURE DATAQUALITY CUSTOMER 360 INSIGHTS Natural Language Parsing Contextual Matching Confidence Scoring Inferences and Insights Enrichments Perspectives Customer Data Lake CUSTOMER MASTER Match
- 32. © Informatica. Proprietaryand Confidential. Matching Technology World’s best matching engine – used by more than 1400 organizations Superior data matching leverages best-in-class algorithms Proven technology with more than 30 years of intelligence Out-of-the-box rules for global country populations, language and character sets Overcomes the error and variations in the data High performance for extreme data volumes Also available on Hadoop Informatica MDM Match Engine Phonetic and orthographic errors Missing, extra and out-of-order words Multi-language problems Nicknamed and abbreviations Prefix and suffix variations Compound and account name structures
- 33. © Informatica. Proprietaryand Confidential. Error / Variation Example Sequence Error Mark Douglas - Douglas Mark Auto-correction Browne - Brown Concatenation Mary Anne - Maryanne Nickname Chris - Christine - Tina Noise Full stops, dashes, titles Abbreviation Mfg - Manufacturing Truncation Credit Suisse, First Bost Prefix / Suffix MacDonald – McDonald Spelling Potter - P0rter Typographical Beth - Beht Error / Variation Example Transcription Hannah, Hamah Missing Token Paul W Smith – Paul Smith Extra Token George Smith - Smith Romanization 山田太郎 - Taro Yamada Initials John Alan Smith - J A Smith Transposition Johnson - Jhonson Localization Stanislav Milosovich- Stan Milo Inaccurate Date 12/10/2010– 10/12/2010 Transliteration Kang - Kwang Phonetic Edinburgh – Edinborough Informatica Helps You to Get the HARD STUFF Right We use a combination of methods and algorithms to compensate for different classes of error and variation present in identity data. 30 years, 50+ Populations
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- 35. © Informatica. Proprietaryand Confidential. Customer 360 Reference Architecture Data WarehouseDocuments STREAMING CHANGEDATA CAPTURE BATCH DATAINGESTION DATA CATALOG DATA GOVERNANCE & QUALITY DATA SECURITY Databases Application Servers Mainframe Machine Data Cloud Mobile Social Log files Apps DATADELIVERY Auto Merge Match Manual Merge Un-Merge Consolidation Process Customer 360 Data Model Name Product Address Business Partners Applications Data Warehouse Machine Learning Historical Analysis Advanced Analytics Real-Time Visualization DATA INFRASTRUCTURE DATAQUALITY CUSTOMER 360 INSIGHTS Natural Language Parsing Contextual Matching Confidence Scoring Inferences and Insights Enrichments Perspectives Customer Data Lake Dynamic Cell-Level Survivorship CUSTOMER MASTER
- 36. © Informatica. Proprietaryand Confidential. Merge Recognize the entity accurately across multiple systems Mike William D’Agostini Michael W D’Agostini Michael William D’Agostini XREFXREF Select most reliable attributes to survive, at the cell level Reduce manual effort by automatically merging high confidence matches Efficient manual reviews with built in data steward screens and workflows Complete history and lineage of data changes – allow you to easily unmerge
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- 38. © Informatica. Proprietaryand Confidential. Dynamic Cell-Level Survivorship Auto Merge Match Manual Merge Un-Merge Customer 360 Reference Architecture Data WarehouseDocuments STREAMING CHANGEDATA CAPTURE BATCH DATAINGESTION DATA CATALOG DATA GOVERNANCE & QUALITY DATA SECURITY Databases Application Servers Mainframe Machine Data Cloud Mobile Social Log files Apps DATADELIVERY Consolidation Process Customer 360 Data Model Business Partners Applications Data Warehouse Machine Learning Historical Analysis Advanced Analytics Real-Time Visualization DATA INFRASTRUCTURE DATAQUALITY CUSTOMER 360 INSIGHTS Natural Language Parsing Contextual Matching Confidence Scoring Inferences and Insights Enrichments Perspectives Customer Data Lake CUSTOMER MASTER Name Product Address
- 39. © Informatica. Proprietaryand Confidential. Relate Capture data relationships between people, products and locations Dr. John T Burch Dr. Greg Malmquist Graves Gilbert Clinic - Russelville Graves Gilbert Clinic - Bowling Western Kentucky Ortho & Neuro Seen At Graves Gilbert William D’Agostini D’Agostini Household Dr. Greg Malmquist Seen By Spouse of Mary D’Agostini Belongs to Consolidated view of all the relationships and a single place to manage them Manage master data and the relationships in one single place Manage relationships from different applications and systems Create and manage a rich set of multiple hierarchies for different purposes Maintain history and lineage of relationship changes
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- 41. © Informatica. Proprietaryand Confidential. Customer 360 Reference Architecture Data WarehouseDocuments STREAMING CHANGEDATA CAPTURE BATCH DATA CATALOG DATA SECURITY Databases Application Servers Mainframe Machine Data Cloud Mobile Social Log files Apps CUSTOMER MASTER Dynamic Cell-Level Survivorship Auto Merge Match Manual Merge Un-Merge Consolidation Process Customer 360 Data Model Name Product Address Business Partners Applications Data Warehouse Machine Learning Historical Analysis Advanced Analytics Real-Time Visualization DATA INFRASTRUCTURE DATAQUALITY CUSTOMER 360 INSIGHTS Natural Language Parsing Contextual Matching Confidence Scoring Inferences and Insights Enrichments Perspectives Customer Data Lake DATA GOVERNANCE & QUALITY DATAINGESTION DATADELIVERY
- 42. © Informatica. Proprietaryand Confidential. • Option 1: Pub Sub Integration/Synchronization • Leverage MDM triggering events to publish a message to a queue • Option 2: Informatica Real-Time Services • Leverage Informatica Services Integration Framework (SIF) • Leverage Business Entity (Composite) Services operate on Composite Objects and represent a composition of atomic logic steps • Option 3: Informatica Cloud Real-Time • Real-Time Integration with Web services • Option 4: PowerCenter/PowerExchange Connectors • Leverage out of the box connectors for commons sources Integrate
- 43. 43 © Informatica.Proprietary and Confidential.43 Agenda Introduction The Need for Mastering Data Key Concepts for Mastering Data 1 2 3 Hands-On Lab4 Engaging Your Business Counterparts5 Final Q & A, Wrap-up6
- 44. 44 © Informatica.Proprietary and Confidential.44 Lab: Hands-On with MDM Microservices Architecture • Lab 1: Review the MDM Hub REST API using Postman • Lab 2: Add an Attribute to the MDM Services using the Provisioning Tool • Lab 3: Review the New Attribute in the REST API • Lab 4: Add a New Attribute to the Stewardship User Interface • Each Participant will access their own Lab Environment using Microsoft Remote Desktop
- 45. 45 © Informatica.Proprietary and Confidential.45 Agenda Introduction The Need for Mastering Data Key Concepts for Mastering Data 1 2 3 Hands-On Lab4 Engaging Your Business Counterparts5 Final Q & A, Wrap-up6
- 46. 46 © Informatica.Proprietary and Confidential.
- 47. © Informatica. Proprietaryand Confidential. IDENTIFY BUSINESS GOALS ESTABLISH METRICS FOR YOUR TRUSTED DATA EFFORTS GET YOUR BEARINGS: YOUR ROADMAP TO TRUSTED DATA PLAN AND CONDUCT STAKEHOLDER INTERVIEWS ANALYZE YOUR FINDINGS Route to Trusted Data PREPARE YOUR BUSINESS CASE
- 48. © Informatica. Proprietaryand Confidential. Getting Started Identify Business Problems, Requirements and Key Stakeholders • Business Challenges - Revenue is lost by making irrelevant product offers to existing customers. - Time and money is wasted trying to acquire new customers with poor segmentation. - Profits are lost, and customer retention and loyalty suffer because of the inability to align service levels to customer value. • Root Cause - Company has no single view of customers, and the products and services that customers have purchased. • Solution - Create a single view of customers, products and services accessible to sales, marketing, and customer service Cross-Sell Example: “Cross-sell revenue has declined 10 percent"
- 49. 49 © Informatica.Proprietary and Confidential. Business drivers fueled by a trusted 360 view of data Governance and Compliance Mergers and Acquisitions Operational Efficiency Advanced Analytics Customer Experience Product Experience Trusted 360 view of customers to deliver: • Personalized digital experiences • Omnichannel consistency • Better cross-sell / upsell offers • Targeted marketing • Improved customer service delivery • Frictionless engagement • Enable customer centric processes Increase efficiency & employee productivity: • Reduce procurement costs & streamline processes • Accelerate time to value by collaborating across teams & departments • Achieve higher margins & conversion rates from e-commerce Feed actionable data to Data Lakes & Data Warehouse for: • Self-service analytics and reporting • Customer behavior analysis • Trends & forecasting • Service personalization, optimization, & targeting • Next best action recommendations Comply with internal policies & regulations: • Secure & protect sensitive information about customers • Manage consents across the customer base • Gain visibility to product & supplier details • Avoid regulatory fines by reporting accurate data on time Streamline merger & acquisition processes & increase value: • Act as one company to customers and employees: • Expedite M&A synergies • Understand risk concentration of customers, suppliers, etc. • Acquire new customers faster Improve collaboration & product information management: • Simplify complex product information management. • Reduce cost of owner- ship & increase productivity. • Ensure consistent, accurate & complete information across sales channels. • Accelerate time to market for new product introduction.
- 50. © Informatica. Proprietaryand Confidential. These Data Challenges Impact Every Aspect of Your Business Existing Data Challenges and Root Causes Too many duplicate sources of similar data Fragmented views of information Limited insights into relationships between and across entities Lack of access to required data • Higher customer acquisition costs • Lower sales conversion rates • Higher customer servicing costs • Unable to grow wallet share • Inaccurate customer profitability measurements • Delays new client onboarding processes • Errors in regulatory reporting • Duplicative and overstated risk measurements • Increased risk of regulatory fines • Unable to identify and measure overall risk exposure • Failure to comply with OFAC, CDD, KYC requirements • Increase risk of failed trade executions • Incorrect and/or delayed settlement processes • Higher reconciliation costs • Treated as a stranger vs. a valued customer • Offered the wrong products and/or services • Poor customer experience across touchpoints Sales and Marketing Risk and Compliance CustomersOperations
- 51. © Informatica. Proprietaryand Confidential. How MDM Can Help the Business Creating the business case • Improve productivity and profitability • Drive revenue with more effective cross-sell and up-sell offers • Boost customer loyalty and retention by reducing response times • Reduce customer service costs by aligning service to customer value • Increase operational efficiency and cash flow • Streamline supply chain efficiency
- 52. © Informatica. Proprietaryand Confidential. ThinkBig, Start Small, Grow Fast MDM Applications CUSTOMER 360 orCUSTOMER 360 PRODUCT 360 RELATE 360 CUSTOMER 360 PRODUCT 360 SUPPLIER 360 Domain Single Multiple Records Attach Enterprise Data Catalog Axon Data Integration Data as a Service Big Data Data Quality MDM and Implementation Style Batch / Analytical Operational Registry Consolidation Co-Existence Centralized Usage Localized Implementation Global Expansion Line of Business M&AFunctional Areas
- 53. © Informatica. Proprietaryand Confidential. Keys to Success • Crawl – Walk – Run • Keep scope as small as possible to meet objectives of each of the phases • Evolve what is there (additional attributes) and expand the base (include more businesses and new domains) • Start the MDM program by looking the consumption side to understand consumers and business objectives and then work backwards • Find a vocal champion at the executive level – both Business and IT • Architect for the future but design for today • Perfection is the enemy of the good • IT needs to be flexible and have a plan for changes that will occur
- 54. 54 © Informatica.Proprietary and Confidential.54 Agenda Introduction The Need for Mastering Data Key Concepts for Mastering Data 1 2 3 Hands-On Lab4 Engaging Your Business Counterparts5 Final Q & A, Wrap-up6
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Editor's Notes
- #3 A bit about the history of MDM (analytics à operational; some examples of how customers are using MDM in mission critical applications) A bit about continuous innovation, architecture, and on-premises and cloud availability MDM at scale (large volumes of data, MDM in Big Data) Competitive differentiation What is next gen MDM Core strategy
- #4 A bit about the history of MDM (analytics à operational; some examples of how customers are using MDM in mission critical applications) A bit about continuous innovation, architecture, and on-premises and cloud availability MDM at scale (large volumes of data, MDM in Big Data) Competitive differentiation What is next gen MDM Core strategy
- #5 And with INFA EDG Application, we now have a complete set of capabilities, that meets every data governance stakeholder, business or technical, where they are, and allows them to be productive, regardless of their skillset or the current maturity of the data governance program.
- #6 A bit about the history of MDM (analytics à operational; some examples of how customers are using MDM in mission critical applications) A bit about continuous innovation, architecture, and on-premises and cloud availability MDM at scale (large volumes of data, MDM in Big Data) Competitive differentiation What is next gen MDM Core strategy
- #7 CHRISTUS Health is a global, not-for-profit Catholic health system delivering care from more than 60 hospitals and long-term care facilities, 350 clinics and outpatient centers, and dozens of other health ministries and ventures. Based in Irving, Texas, the organization employs 30,000 people, including 9,500 physicians. It’s vision: to be a leader, a partner, and an advocate in the creation of innovative health and wellness solutions that improve the lives of individuals and communities CHRISTUS Health has grown significantly in recent years. That growth placed an increasing burden on the organization to more effectively manage the resulting volume of patient and operational data – everything from billing and registration information to clinical data. Information was spread across a number of siloed applications and EMRs, making it hard to aggregate, govern, and validate. CHRISTUS Health set out to not only better manage the growing volume of data, but to leverage that data to increase the effectiveness and quality of the services it delivers to patients. To do this, the organization needed to integrate and organize data across the enterprise, with common tools, classifications, and standards. Ultimately, data needed to reach the right people at the right time to deliver the expected levels of service. In addition, patients needed to be able to trust the care they were receiving: it was important that medical staff understood their health histories and requirements. Using Informatica, the needs of provider and patient were met. Enterprise-wide data is now captured, normalized, and interrogated into a single, easily accessible platform. CHRISTUS care providers can now use complete, clean patient data to make informed decisions and deliver a more personalized experience. Additionally, the adoption of evidence-based computerized physician order entry has resulted in decreased length of stay and lower emergency department wait times. This resulted in $500,000 in savings within a few months of the system going live. For example, a discrepancy in a vendor agreement was spotted, saving CHRISTUS Health $250,000. Inside the Solution Informatica PowerExchange Informatica PowerCenter Informatica MDM Informatica B2B Data Exchange Informatica Data Archive Informatica Data Quality Informatica Address Verification Informatica Professional Services Read the Story and Watch the Video: https://www.informatica.com/about-us/customers/customer-success-stories/christus-health.html#fbid=m7IHYmPcRGW
- #8 CHRISTUS Health is a global, not-for-profit Catholic health system delivering care from more than 60 hospitals and long-term care facilities, 350 clinics and outpatient centers, and dozens of other health ministries and ventures. Based in Irving, Texas, the organization employs 30,000 people, including 9,500 physicians. It’s vision: to be a leader, a partner, and an advocate in the creation of innovative health and wellness solutions that improve the lives of individuals and communities CHRISTUS Health has grown significantly in recent years. That growth placed an increasing burden on the organization to more effectively manage the resulting volume of patient and operational data – everything from billing and registration information to clinical data. Information was spread across a number of siloed applications and EMRs, making it hard to aggregate, govern, and validate. CHRISTUS Health set out to not only better manage the growing volume of data, but to leverage that data to increase the effectiveness and quality of the services it delivers to patients. To do this, the organization needed to integrate and organize data across the enterprise, with common tools, classifications, and standards. Ultimately, data needed to reach the right people at the right time to deliver the expected levels of service. In addition, patients needed to be able to trust the care they were receiving: it was important that medical staff understood their health histories and requirements. Using Informatica, the needs of provider and patient were met. Enterprise-wide data is now captured, normalized, and interrogated into a single, easily accessible platform. CHRISTUS care providers can now use complete, clean patient data to make informed decisions and deliver a more personalized experience. Additionally, the adoption of evidence-based computerized physician order entry has resulted in decreased length of stay and lower emergency department wait times. This resulted in $500,000 in savings within a few months of the system going live. For example, a discrepancy in a vendor agreement was spotted, saving CHRISTUS Health $250,000. Inside the Solution Informatica PowerExchange Informatica PowerCenter Informatica MDM Informatica B2B Data Exchange Informatica Data Archive Informatica Data Quality Informatica Address Verification Informatica Professional Services Read the Story and Watch the Video: https://www.informatica.com/about-us/customers/customer-success-stories/christus-health.html#fbid=m7IHYmPcRGW
- #9 Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company with 12 premiere, luxury, and resort brands and 667 properties in 54 countries (as of June 2016). Hyatt is in a highly competitive market and is small relative to companies such as Hilton (4,200 properties), Marriott (3,900 properties), and Starwood (1,200 properties). This is a challenge because loyalty programs reward customers for staying at a brand’s properties. With fewer properties it’s harder for customers to earn and take advantage of points. So Hyatt has to differentiate on something other than size, scale, and price. The company differentiates itself by having a laser-like focus on customers, and using data effectively is key to the success of this approach. By doing so, Hyatt is able to fulfill its purpose: to care for people so they can be their best. Hyatt strives to deliver outstanding and memorable customer experiences that guests want to have every time they travel, thus building fierce brand loyalty. To consistently deliver unmatched customer experiences at any Hyatt property, Hyatt needed a way to capture and understand customer behaviors, preferences, and influences, and share them across properties. For example: Customer preferences captured at a hotel in Singapore could be readily viewed by hotel staff in Dallas, which could then immediately deliver on those preferences. Perhaps a frequent business traveler always requests a particular type of pillow or orders a particular drink or item on the dinner menu – next time the traveler arrives, at any property, the hotel can meet those needs before they are even requested, creating the feeling that Hyatt truly cares about the customer’s needs. To do this, the company needed to: Empower associates to consistently deliver great guest experiences at every stage of their journey, at any property. Bridge data silos so customer information can be shared with any of the 600 hotel properties and functions around the world. Consolidate large amounts of data from a multitude of sources across brands, properties, regions, and functions to execute this end-to-end Guest Experience Management (GEM) vision, while boosting sales and marketing effectiveness and improving business decisions. Unify and automate distributed marketing efforts and target campaign development around actionable customer data. Today, Hyatt knows more about its customers, leaving the guess work out of all interactions. Although still in their infancy, results include: Increased guest engagement metrics substantially and tracked preferences through NPS. Hyatt Hotels & Resorts’ up-sell/cross sell program in the Americas increased revenue by double digits (60%) year-over-year. Globally, Hyatt increased revenue from loyalty members by 19.6%. Improved marketing campaign effectiveness by better segmenting customers based on richer customer profiles for more personalized offers. Reduced loyalty program costs by targeting the right guests with the right information. Enabled management to make better business decisions based on great data. Created a springboard for new analytical applications with its customer data hub; helped segment customers based on different needs or location to build predictive models. Inside the Solution Informatica Master Data Management AddressDoctor Informatica Data Quality Informatica PowerCenter
- #10 Slide #8: The Customer Data Management Solution Monica: SirHari, how did you overcome this customer data management challenge? [speak to the data flows and: What source and target systems are you using? Which domains are you mastering? How many customer records are you mastering? How long did it take you to implement the solution? Tom, what operational systems now have great customer data and give me an example of how it helps your team?
- #17 [SPEAKER NOTES] 89% of companies plan to compete primarily on the basis of the customer experience. Why? Because customers have changed. Today’s customers are social, mobile, connected…and spoilt for choice. They want what they want, when they want it. They live for convenience, and if you fail to provide it, they’ll find someone who can. No company is immune to this— whether B2B, B2C or B2B2C.
- #18 What should you know about your customers? You need to be able to quickly and easily answer the following questions: Which customers is it? What have they purchased? What’s the next best offer? Is this a good time to make the offer? If the data that’s feeding operational and analytical systems isn’t clean, consistent and connected, how are people getting the information they need to answer these questions today? More detailed questions: Which customer is it? Is it an account or a contact? What’s their correct contact information for marketing, shipping and billing? Have they joined our loyalty program or a branded cardholder? For business customers, are they a stand-alone or subsidiary of a larger company? What have they purchased? What products do they have across product lines and channels? What’s they’re buying and renewals history? Which channels do they prefer? Which employee or partner manages this customer relationship? What opportunities do we have? What products would be of interest? Who influences this buyer? Are there members of the household we should be targeting with relevant offers? Is this a good time to make the offer? Are they paying their bills on time? Have they opted in to receive marketing offers? What’s their level of satisfaction? Any open service issues? Are they talking about us in social media channels? Are they an advocate for our brand?
- #19 A bit about the history of MDM (analytics à operational; some examples of how customers are using MDM in mission critical applications) A bit about continuous innovation, architecture, and on-premises and cloud availability MDM at scale (large volumes of data, MDM in Big Data) Competitive differentiation What is next gen MDM Core strategy
- #24 Manouj: Multi-domain and multiple domains Analytical and operational use cases Batch, real time and near real time integration options Business users and data stewards
- #29 Discover master data and measure data quality USP – Award. What is unique that no one has? (Ex: Industry best Matching
- #33 Proven technology with more than 30 years of intelligence. All this implemenation knowledge is turned into out-of-the-box rules for global country populations, language and character sets
- #34 Here listed are the top 20 common types of errors and variations in names. To match intelligently, you have to be able reduce false positives to avoid over matching but you also have to be able to find as many potential matches as possible to avoid under matching. Informatica has a core match engine that has been tuned over 30 years and in use by hundreds of customers in many different industries to handle these sorts of variations Key Points: IIR Matching uses a combination of methods and algorithms to compensate for different classes of error and variation in identity data.. Example Text The Matching algorithms constitute a hybrid approach, since no one approach is enough to compensate for all types of error and variation. The Linguistic components refer to those parts of Matching that are defined per country or language and relate also to the Phonetic components and some of the Deterministic rules The Phonetic components refer to the Word Stabilization routines that are provide per country / language The Empirical components refer to the 20+ years of testing and tuning on real customer data for multiple countries and languages Deterministic refers to the development of extensive match logic and rules that direct the match process for known classes of variation in a predictable manner. It also includes the ability to combine Match comparisons of different fields together using Boolean logic (e.g. only match these two names if the SSN’s match). Heuristic refers to the additional Match options and logic that cause the process to try many different approaches to achieve the highest possible score The Probabilistic contribution to Matching actually comes from the keys and search strategies (which ultimately determine what records are passed to matching). The keys and search strategies, by their inclusion of name frequency into the algorithms, allows common name searches to produce more refined candidate lists than uncommon name searches….thus, for example, the probability of mis-matching a “John Smith” is reduced since the number of variations of John Smith that are allowed through is also reduced. Transition: The fuzzy matching capabilities of IIR are not just limited to names and addresses, but span the full spectrum of identification data.
- #44 A bit about the history of MDM (analytics à operational; some examples of how customers are using MDM in mission critical applications) A bit about continuous innovation, architecture, and on-premises and cloud availability MDM at scale (large volumes of data, MDM in Big Data) Competitive differentiation What is next gen MDM Core strategy
- #46 A bit about the history of MDM (analytics à operational; some examples of how customers are using MDM in mission critical applications) A bit about continuous innovation, architecture, and on-premises and cloud availability MDM at scale (large volumes of data, MDM in Big Data) Competitive differentiation What is next gen MDM Core strategy
- #47 PRASH – 6 primary use cases / initiatives Maps to sub-journeys, e.g. data governance and compliance maps to .. , M&A maps to …… CX: Deliver frictionless, consistent customer experiences, improve customer engagement, and transition to customer centric organization.
- #50 PRASH – 6 primary use cases / initiatives Maps to sub-journeys, e.g. data governance and compliance maps to .. , M&A maps to …… CX: Deliver frictionless, consistent customer experiences, improve customer engagement, and transition to customer centric organization.
- #51 This is not only a text box. You can also place a table, chart or smart art graphic within a content box. You can only place one or the other.
- #53 For each of our MDM solutions, we have the capability to use different levers to control the price. This is effectively done through discounting. For example…. [click through each to build and explain]. So at the end of the day, we can usually craft a solution that meets the client’s budget. It won’t be an unrestricted, unlimited enterprise license (although that’s certainly an option if they have the budget for it!), but it will meet the project deliverables. But we still are not likely to be the CHEAPEST solution in the market. How do we justify what we charge? OK, here comes the really cool part…
- #55 A bit about the history of MDM (analytics à operational; some examples of how customers are using MDM in mission critical applications) A bit about continuous innovation, architecture, and on-premises and cloud availability MDM at scale (large volumes of data, MDM in Big Data) Competitive differentiation What is next gen MDM Core strategy