From Oracle Open World 2011. Managing Data Quality In A Hybrid Saas On Premise Environment

1. Managing Data Quality in a
Hybrid SaaS/On-Premise environment
Clint Bidlack, ActivePrime CTO
ActivePrime Inc

2. ActivePrime
• Data Quality On Demand
• #1 Inner Circle CRM On Demand partner
• Solutions built on the ActivePrime Platform
• Real-Time
• Batch
• Verify (with StrikeIron)
• 11,000+ users
• 42 Countries and 15 languages
ActivePrime Inc

3. Example Customers
ActivePrime Inc

4. Managing Data Quality in a
Hybrid SaaS/On-Premise environment
ActivePrime Inc

5. On Prem Success != SaaS Success
ActivePrime Inc

6. Failure: Why?
ActivePrime Inc

7. What do we want?
Measured in seconds (search engine speed)
Real Time Data Quality
ActivePrime Inc

8. Under the Hood
• On Prem Query
records = c.execute(‘
select last_name, account_name from contact
where last_name like "em%" and
account_name like "an%”
‘)
ActivePrime Inc

9. Under the Hood
• SaaS Query
records = cod.c.query_entities(
('AccountName',’ ContactLastName’),
'Contact',
"[ContactLastName] ~LIKE 'em*' AND
[AccountName] ~LIKE 'an*‘“
)
ActivePrime Inc

10. Under the Hood
• Measure Similarity
thresh = 0.3
Matches = []
for last_name,account_name in records:
if distance(last_name, 'emmanuel') <= thresh and
distance(account_name,’anhiser busch’) <= thresh:
matches.append([last_name,account_name])
ActivePrime Inc

11. Failure: Visualized
2.5
2
1.5
seconds Measure Similarity
Query
1
0.5
0
On Prem SaaS
Search 1.5 Million Contacts (one query term)
ActivePrime Inc

12. Failure: Visualized
14
12
10
seconds 8 Measure similarity
6 Query
4
2
0
On Prem SaaS
Search 1.5 Million Contacts (15 query terms)
ActivePrime Inc

13. Failure: Again … why?
• No industry standard
• SQL over HTTP…
• Instead
• Each vendor builds own
• Small subset of SQL
ActivePrime Inc

14. Different Approach: ActivePrime
• Index data optimized for inexact queries
• Fast inexact comparisons
• Domain knowledge
• Nicknames
• Country/state/province variations
• Company variations
• Others + plug-in architecture
ActivePrime Inc

15. Solution: Third Approach
14
12
10
8 Measure Similarity
seconds
6 Query
4
2
0
On Prem SaaS ActivePrime
Search 1.5 Million Contacts (15 query terms)
ActivePrime Inc

16. Single Record Processing?
• Real time
• Easy…
• One record
• Read, Process, Update
• However …
ActivePrime Inc

17. Single Record Caveats
• Manage complexity
• CRM
• Data Quality
• 3rd party data providers (multiple)
• Increased ops challenges
• Ensure robustness
ActivePrime Inc

18. Single Record: Verification
• Oracle
• ActivePrime
• StrikeIron
• Real-time data verification in the Cloud
ActivePrime Inc

19. Verification: UI for Business
• UI for business users … not ETL!
ActivePrime Inc

20. Verification: UI for Business
ActivePrime Inc

21. Verification: UI for Business
ActivePrime Inc

22. Batch Processing?
• Less problematic
• Batch of data
• Read, Process, then Update
• No need for real time results
• … however … fast is always good!
• UI for business
ActivePrime Inc

23. ActivePrime Inc

24. Case Study: Insperity
ActivePrime Inc

25. About Insperity
Insperity Business Performance Advisors offer the most
comprehensive Workforce Optimization solution in the marketplace
that delivers administrative relief, big company benefits, reduced
liabilities and a systematic way to improve productivity.
Industry: Service
Employees: 2000 corporate, 100,000+ clients, 2,000,000+
employees
2010 Revenue: US $1.7 billion
ActivePrime Inc

26. Oracle CRM On Demand
• Oracle CRM OnDemand client for 7+ years
• Supporting 500+ users
ActivePrime Inc

27. ActivePrime
• Issue
• Users entering duplicates
• Every user destroyed the value of our data
• Solution
• ActivePrime CleanEnter
• Real-time identification of duplicates
• Impact
• Every user now contributes to quality data
• Very fast search, more effective users!
ActivePrime Inc

28. Case Study: Komori
ActivePrime Inc

29. About
• Komori America Corp
• North American HQ for Japanese press
manufacturer
• Sales, service, spare parts, marketing
• On Oracle EBS since 2007 (upgraded to 12.1.3
Sept 2011)
• Andy Katz
• Director of Information Technology
• Researched and implemented CRM On Demand
solution
• Responsible for all CRM technical operations
ActivePrime Inc

30. Oracle CRM On Demand
• Oracle CRM On Demand since 2010
• Komori’s first cloud-based experience
• Research began 2009, selected Oracle CRMOD
Dec 2010
• Go-live May 2010
• Currently 30 users:
• Executive staff
• Sales Management
• Marketing
• Field Sales Staff
• Improved view of customer base
• Improved sales process management and analysis
ActivePrime Inc

31. ActivePrime
• Issues:
• All users need to find records quickly
• Reduce/eliminate data duplication
• Solution
• ActivePrime Search
• ActivePrime Clean Enter
• Impact
• Find records quickly with minimal information!
• Huge time savings for users
• Users don’t have to think about how to construct
the search
• View Link: Very easy and fast “scanning” of results
ActivePrime Inc

32. Summary
• SaaS Real time data quality is hard
• On Prem success != SaaS success
• Single record data quality is easier
• Complexity management
• Batch data quality less problematic
• Solutions exist!
ActivePrime Inc

33. Questions
ActivePrime Inc