This document discusses Digital Realty's implementation of a master data management (MDM) system. It provides an overview of MDM and why most projects fail. Digital Realty is succeeding by taking an agile approach with flexible multi-domain solutions. They leverage data virtualization and have identified data champions to manage master data domains like customers, products, facilities and people. The MDM implementation has provided benefits like improved data quality monitoring, faster integration of acquired companies, and ensuring compliance with data governance policies. Digital Realty is working to expand their MDM to additional transactional and dimensional master data entities.

1. Delivering Trusted Information Through
Master Data Management
March 2017

2. 22PRESENTATION NAME | MONTH . XX . YEAR
VP Information
Delivery
Paul Balas
25 Years Experience in Business Intelligence and
Information Management
Multiple MDM Implementations and Data Governance
Initiatives
Who Am I?

3. 3
Leading Data Center Provider
Digital Realty at a Glance (NYSE: DLR)
• As of March 31, 2016. Includes investments in fourteen properties held in unconsolidated joint ventures.
• As of March 31, 2016. Includes 1.8 million square feet of active development and 1.2 million square feet held for future development.
• Balance sheet figures reflective of quarter end March 31, 2016, adjusted for the €600 million Euro bond offering on April 15, 2016. Closing stock price was $94.40 as of May 13, 2016.
• U.S. REITs within the RMZ. Source: companies’ financials based on latest public filings. Based on equity market capitalization as of March 31, 2016.
• These credit ratings may not reflect the potential impact of risks relating to the structure or trading of the Company’s securities and are provided solely for informational purposes. Credit ratings are not recommendations to buy, sell or hold any
security, and may be revised or withdrawn at any time by the issuing organization in its sole discretion. The Company does not undertake any obligation to maintain the ratings or to advise of any change in ratings. Each agency’s rating should be
evaluated independently of any other agency’s rating. An explanation of the significance of the ratings may be obtained from each of the rating agencies.
SERVING COMPANIES
AROUND THE WORLD.
$14
Bn
$22
Bn
15th
LARGEST
PUBLICLY
TRADED U.S. REIT
(4)
2016
MAY
ADDED TO THE
S&P 500 INDEX
EQUITY MARKET
CAPITALIZATION (3)
ENTERPRISE
VALUE (3)
ONE OF THE LARGEST
GLOBAL DATA CENTER
PORTFOLIOS IN THE
INDUSTRY
2,500+
CUSTOMERS
FINANCIALLY STABLE
FOR THE LONG TERM (5)
BBB
Baa2
BBB
33+
METROPOLITAN
AREAS (1)
150+
PROPERTIES (1)
26
MILLION RENTABLE
SQUARE FEET (2)
DIGITAL REALTY CORPORATE OVERVIEW | Q4, 2016

4. 4
Enabling Our Customers to…
Solve Data Center Requirements
Financial Services
& Enterprise
4
Digital Economy IT Services
DIGITAL REALTY CORPORATE OVERVIEW | Q4, 2016

5. 5PRESENTATION NAME | MONTH . XX . YEAR
• You have some knowledge of what MDM is about
• You may have an implementation under your belt
• You are achieving stellar results with your MDM
Questions for You

6. 6PRESENTATION NAME | MONTH . XX . YEAR
• (Quick) overview of Master Data
• Why most projects fail
• How is technology changing?
• How we are succeeding at Digital Realty
• Benefits we get from Master Data
Roadmap For Our Discussion

7. 7
A Quick Overview of
MDM

8. 8PRESENATION NAME | MONTH . XX . YEAR
If you don’t have
trust in your data, then
You can’t make informed decisions
To drive company performance

9. 9PRESENTATION NAME | MONTH . XX . YEAR
No Trust in Your Data = No Trust in Your Insights
Insight
Information
Trusted Data
A Simple Message our
Stakeholders agree with

10. 10PRESENTATION NAME | MONTH . XX . YEAR
Master Data Starts With Definitions
“You keep using that word, I do not think it means what you think it means”
– Inigo Montoya, The Princess Bride
“Facility – is a complete or portion of a physical
building that contains infrastructure necessary to
provide products and services for Digital Realty
Customers.”

11. 11PRESENTATION NAME | MONTH . XX . YEAR
• Without clear definitions we talk past one-another
• Analysis of seemingly similar data produces different results
• We spend too much time debating meaning instead of focusing on
interpreting information
Why Definitions Matter

12. 12PRESENTATION NAME | MONTH . XX . YEAR
Data is Clearly Defined & Agreed To

13. 13PRESENTATION NAME | MONTH . XX . YEAR
An Attribute Must Be Complete
it has no ambiguity

14. 14PRESENATION NAME | MONTH . XX . YEAR
Data is as precise as it needs to be

15. Why Most MDM
Projects Fail

16. 16PRESENATION NAME | MONTH . XX . YEAR
A Year Long Delivery? Legacy MDM technology using special purpose
frameworks and algorithms for single-domain implementations tend to
have very long implementation cycles…. TOO LONG!

17. 17PRESENATION NAME | MONTH . XX . YEAR
IT rolls-out the elaborately complex and enterprise-wide methodology
Your business stakeholders get confused, then disillusioned…

18. 18PRESENATION NAME | MONTH . XX . YEAR
Overly complex architectures kill agility to adapt to change.

19. 19PRESENTATION NAME | MONTH . XX . YEAR
Gartner says on average the people costs of MDM
projects are four times that of the software licenses.
Reducing the time to implement is a critical driving
factor to reduce implementation cost and risk.
Too Expensive!

20. 20
How is Technology
Changing?

21. 21PRESENATION NAME | MONTH . XX . YEAR
Full stack integrated MDM solutions with their own
proprietary integration tools compete where
Organizations already have data integration as a
competency.
At Digital Realty, we leverage Data Virtualization
(Denodo) as the data provider and consumer for our
Semarchy MDM.

22. 22PRESENTATION NAME | MONTH . XX . YEAR
Master Data – One Entity to Rule Them All!
Single domain MDM solutions based on legacy technologies
will be replaced by flexible multi-domain agile solutions.

23. 23
How Are We
Successful With MDM?

24. 24PRESENATION NAME | MONTH . XX . YEAR
Master data includes
Master Data represents the business objects key to
analyzing DLR’s performance which are defined and
agreed to across all business functions.
• Customers, Prospects, Leads
• Datacenter Locations
• Products
• Chart of Accounts
• Revenue
• SQFT…

25. 25PRESENATION NAME | MONTH . XX . YEAR
Data Champion – so far we have named Data Champions who are subject
matter experts that manage any changes to the definition, quality, or values of
the data they are responsible for.
Customer Data Champion
Product Data Champion Facility Data Champion
Person Data Champion
We Identify Data Champions (formerly known as Steward)

26. 26PRESENATION NAME | MONTH . XX . YEAR
We have built tools for Data Champions to
manage Master Data on behalf of all DLR
Customer Master
All billing Customers, Prospects,
and Leads enriched for managing
market segmentation and the one
source for a “Golden Customer”
record
Product Master
A hierarchy of how DLR reports revenue to
the investment community mapped down to
our SKU’s we sell
Facility Master
All Data Center locations with key
attributes used to report revenue and
operational statistics
People Master
A central location that combines a FTE,
Contractor, or Contingent Workers into a
“Golden Person” record

27. 27PRESENTATION NAME | MONTH . XX . YEAR
Mergers and Acquisitions
It takes significantly less time to integrate information from our acquisitions
with MDM and Data Virtualization then performing system migrations.
ERP
CRM
HR
ERP
CRM
HR
DATA VIRTUALIZATION
MDM

28. 28PRESENATION NAME | MONTH . XX . YEAR
The Data Governance Site is a resource for DLR Colleagues to reference
Master Data definitions and identify the Data Champions they can connect
with for any questions

29. 29PRESENATION NAME | MONTH . XX . YEAR
dashboards

30. 30PRESENATION NAME | MONTH . XX . YEAR
Every Master Data solution is treated with a set of Data Quality KPI’s
that allow Data Champions to manage the quality of their data.

31. 31PRESENATION NAME | MONTH . XX . YEAR
Master Data allows us to check if business systems are in compliance
with our Data Governance Policies
People Master – Validate no employees are enabled in Active
Directory but are inactive in Mentor.
Total
Ex-contingent
Worker
Ex-employee
Inactive Mentor/Active AD
Row Labels Count of employee_number
Ex-contingent Worker 12
Ex-employee 1
Ex-employee.Ex-contingent
Worker 2
Grand Total 15

32. 32PRESENATION NAME | MONTH . XX . YEAR
Next, we are focused on creating Master Data for transactions and
extending dimensional Master Data entities
Invoice Master
A single unified view of
Customer Invoices to
deliver a single Invoice
Agreement Master
One unified view of both MSA’s and
Leases, with common attributes
mapped to standards used to deliver
automated occupancy and lease
statistics
Vendor Master
A single view of Vendors and
supply chain spend for
purposes of delivering
optimizations on
infrastructure investment
We are challenged in aligning data across lines of business that use
different terms and data practices that must be standardized

33. We Wish You Great Success in
Your Master Data Program
Thank You!