The ongoing evolution of business requirements and growth of data volumes continue to put added challenges on existing DW and MDM implementations. Challenges that in many cases cannot be met. Data Virtualization compliments existing DW, MDM and other architectures and business initiatives, providing the agility and flexibility - at a lower cost – for the enablement of Virtual MDM, self-service BI, operational BI, rapid prototyping and real-time analytics. More information and FREE registrations for this webinar: http://goo.gl/asYztF Landing page for the entire Packed Lunch webinar series: http://goo.gl/NATMHw Attend & get unique insights into: How Data Virtualization can provide a simple and low cost alternative to traditional DW and MDM solutions How Data Virtualization can enhance and extend existing DW or MDM solutions to provide a more agile data integration architecture Case studies that demonstrate how Data Virtualization has increased agility to meet complex information needs

1. © 2013 Denodo Technologies
6 Sessions Covering Key Data Integration Challenges
Solved with Data Virtualization
Session 5: Implementing Data Virtualization for DW and
MDM Extensions
Topics covered:
*Making BI agile
*Integrating Big Data
*Combining SOA and Data
Integration
*Enhancing and Extending MDM
and DW
*Creating a single view of your
customer

2. © 2013 Denodo Technologies
Today’s Speaker
■ Paul Moxon
Senior Director, Product Management

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Agenda
■ MDM and Data Virtualization
■ Data Warehouses and Data Virtualization
■ Customer Use Cases
■ Summary
■ Q&A and Next Steps

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Agenda
■ MDM and Data Virtualization
■ Data Warehouses and Data Virtualization
■ Customer Use Cases
■ Summary
■ Q&A and Next Steps

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Traditional MDM

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Data Environments…They Are A-Changin’
■ Disruptive technology
• Big data, Cloud, Mobile, Data brokers, …
■ Multiple data domains
■ Multiple disparate data sources
• Internal and external to organization
• Structured and unstructured data
■ How does the ‘golden record’ fit into this new world?

7. © 2013 Denodo Technologies
From Golden Record to Golden Profile

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Data Virtualization Architecture
DataConsumers
Enterprise Applications, ESB Reporting, BI, Portals Mobile, Web, Users
DataVirtualization
Design Tools
Optimizer
Cache
Scheduler
Monitoring
Governance
Metadata
Security
Publish Real-time (Right-time) Data Services
Combine Transform, Improve Quality, Integrate
Connect Normalized Views of Disparate Data
Denodo Platform
Library of Wrappers Web Automation Any Data or Content Read and Write
DataSources
Databases &
Warehouses
Enterprise
Applications
Cloud / SaaS
Applications
XML, Excel,
Flat Files
Big Data,
NoSQL
Web 2.0
Soc. Media
PDF, Docs,
Index, Emails
More Structured Less Structured
Business Solutions
Access Information-
as-a-Service
Denodo Platform
Right Information
at the Right Time
Disparate Data
Any Source
Any Format
Multiple Protocols,
Formats
Linked Data Services
Query, Search, Browse
Request/Reply,
Event Driven
Secure
Delivery

9. © 2013 Denodo Technologies
MDM and Data Virtualization
■ Data Virtualization provides access to any data, any
format, anywhere
• Structured, unstructured, database, big data, web, file-
based, documents, emails, etc.
■ Provides point of control for managing MDM
• ‘Point of integration’ for master data
■ Provides views on data
• Lightweight ‘facets’ on to underlying data
• Contextual filter

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MDM–Data Virtualization Patterns

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MDM–Data Virtualization Patterns

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MDM–Data Virtualization Patterns

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MDM–Data Virtualization Patterns

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MDM–Data Virtualization Patterns

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Agenda
■ MDM and Data Virtualization
■ Data Warehouses and Data Virtualization
■ Customer Use Cases
■ Summary
■ Q&A and Next Steps

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Traditional Data Warehouse Solutions
Real Time
ODS
Subset
Data Marts
Common
Staging
Area
Oracle E-Business
Suite
JDA Supply Chain Salesforce CRM 3rd Party
Federated
Packaged JDA
Supply Chain
Data Marts
Reporting and
Analytical Applications
e-Commerce
Real Time
Data Mining
and Analytics
Real Time Segmentation, Classification,
Qualification, Offerings, etc.
Federated
Marketing
Data
Warehouse
Federated
Financial
Data
Warehouse

17. © 2013 Denodo Technologies
The ‘2-2-50’ Rule
■ Traditional data warehouse solutions (including ETL)
are costly and inflexible
■ Data warehouse projects have a high rate of failure
• Ovum’s ‘2-2-50’ rule
■ Business is moving too fast to wait for large data
warehouse projects to finish
■ We need a better solution…

18. © 2013 Denodo Technologies
EDW and Data Virtualization
■ Data virtualization provides low cost alternative to
physical data warehouse
• More agile approach
■ Data virtualization can extend and enhance existing
data warehouse systems
• Rapidly adding new data sources
• Enriching existing data assets
■ Data virtualization can enhance existing ETL
processes
• Incorporate unstructured data into a very structured
world

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EDW–Data Virtualization Patterns
■ Multiple patterns exist
• Focus on most common patterns
■ Logical Data Warehouse
■ Extending your Data Warehouse
■ Enhancing your ETL Processes

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Logical Data Warehouse

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Extending Your Data Warehouse

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Enhancing Your ETL Process

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Agenda
■ MDM and Data Virtualization
■ Data Warehouses and Data Virtualization
■ Customer Use Cases
■ Summary
■ Q&A and Next Steps

24. © 2013 Denodo Technologies
AAA Northern California, Nevada, & Utah (NCNU)
■ AAA-NCNU separated business into two separate
companies; Insurance and Auto Club
■ Separate intertwined data centers – incl. data
warehouses and databases – and applications
■ While keeping the business running!
“Changing the wheels at 70 mph”

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AAA Northern California, Nevada, & Utah (NCNU)

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Shared Data
Sources
DATA VIRTUALIZATION
SQL Server
DB
Insurance Exchange
Data Sources
AppsPDF, Docs,
Index, Emails
Auto Club
Data Sources
Oracle DB PDF, Docs,
Index, Emails
Data,
Application
Migration
Informatica ETL
Data Warehouse
Batch load
to EDW
JDBC/ODBC
Interface
Virtual Database
to ETL
Excel ReportsReporting Tool
Apps
AAA Northern California, Nevada, & Utah (NCNU)

27. © 2013 Denodo Technologies
Major Life Sciences Company – Physician MDM
■ Large Biotech company
• Global presence
■ Develops wide range of drugs
• Various cancers, non-Hodgkin lymphoma, arthritis, etc.
■ Needs master data (golden record) on physicians
suitable for clinical trials
■ Qualification data to validate physicians maintained on
external web sites
• Board certifications, Government exclusion lists, etc.

28. © 2013 Denodo Technologies
Major Life Sciences Company – Physician MDM
Field Data
Physician
Master Data
Clinical Trial
Data
Internal Sources External Web Sources
FDA
Debarment
List
FDA
Disqualified/Restricted
List
OIG
Exclusion
List
Excluded
Parties/GSA
List
Physician Golden Record
DATA VIRTUALIZATION

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Agenda
■ MDM and Data Virtualization
■ Data Warehouses and Data Virtualization
■ Customer Use Cases
■ Summary
■ Q&A and Next Steps

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Summary
■ Data Virtualization provides low cost alternative to
traditional MDM and EDW
■ Existing MDM and EDW strategies need to
accommodate new data
• New data sources and data formats
■ Traditional MDM and EDW systems need to evolve –
or be extended…
■ Data Virtualization can extend and enhance existing
MDM and EDW solutions

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Agenda
■ MDM and Data Virtualization
■ Data Warehouses and Data Virtualization
■ Customer Use Cases
■ Summary
■ Q&A and Next Steps

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Data Virtualization & MDM/EDW – Questions?

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Data Virtualization & MDM/EDW – Next Steps
Move forward at your own pace
 Solution Brief “Pragmatic MDM-Data Virtualization Enables Simple to Complex
MDM with Low Risk
http://www.denodo.com/en/resources/solution_briefs/master_data_management/index.php
 Case Study Webinar AAA of Northern CA, NV, and UT:
http://www.denodo.com/en/resources/webcasts/aaa_webinar/index.php
 Attend Packed Lunch Webinar Sessions – Covering Data Virtualization for…
 Making BI Agile
 Integrating Big Data
 Combining SOA and Data Integration
 Enhancing and Extending MDM and DW
 Creating a Single View of Your Customer
Move forward with one of our Data Virtualization experts
 Phone: (+1) 877-556-2531 (NA) | Email: info@denodo.com
 Phone: (+44) (0)20 7869 8053 (EMEA)
 www.denodo.com

34. © 2013 Denodo Technologies
Next Session:
Topics covered:
*Making BI agile
*Integrating Big Data
*Combining SOA and Data
Integration
*Enhancing and Extending MDM
and DW
*Creating a single view of your
customer
Thank You!
Data Virtualization for Single Entity/Customer View