The document discusses different techniques for building a Customer Data Hub (CDH), including registry, co-existence, and transactional techniques. It outlines the CDH build methodology, including data analysis, defining the data model and business logic, participation models, governance, and deliverables. An example enterprise customer data model is also shown using a hybrid-party model with relationships, hierarchies, and extended attributes.

1. Database ArchitechsCustomer Data Hub methodology August 2009 – Master Data Management

2. Mastering Customer DataCustomer Data Hub (CDH) architectural overviewDifferent data hub approachesRegistry Technique

3. Co-existence Technique

4. Transactional TechniqueCDH Build Methodology (within a Development Life Cycle)CDH Deliverables along the wayCustomer Data Hybrid data modelEnterprise customer example

5. Business Processes & SystemsSalesMarketingSalesServiceFulfillmentLeadsMarketQuotesService / SupportFulfillmentContacts / ResponsesOpportunities /DealsOrdersRegistration / ActivationRenewalsERPCall CenterCRM/PRMWhitespaceQuote Generation Order MgmtCredit Mgmt Product/Pricing Invoicing/Billing Credit Card ProcAccount Mgmt Auto FulfillmentFinancial Mgmt Human ResourcesContract/Agreement ManagementOpportunity/Lead MgmtDirect Sales Channel Sales - Partner Center - Deal Reg MgmtCampaign PlanningCustomer ProfilingService/ContractsSterlingEDIMktg AppsRenewal Opty(int/channel)Partner Center (service)Customer Segmentation& List GenerationMarketing CampaignsMarketing PerformanceCleansing/De-dupingLead RoutingPredictive ModelingForecastingAOEERPAssets Mgmt, Entitlements, ProcurementSingle OEeStoreOrdersCredit Card ProcessingSub CenterSub CustomersService RequestsAgreements, ContractsElectronic Fulfillment, Activation/RegistrationIncentive ProgramsMaster DataAccount/Contacts/Partner and then Product/Pricing, Workforce, others)(Identity ManagementBusiness Services/Web Services – SOA Data Delivery Platform (Real-time ODS , Aggregation Layer, Analytics, Predictive Modleling)

6. Business Processes & Systems (DATA)SalesMarketingSalesServiceFulfillmentLeadsMarketQuotesService / SupportFulfillmentContacts / ResponsesOpportunities /DealsOrdersRegistration / ActivationRenewalsCONTACTCUSTOMERCUSTOMEROPPORTUNITYLEADOPPORTUNITYPROSPECTAccountParent (Company)PARTNERPRODUCT & PRICINGORDERSQUOTESCampaign/EventDEALSASSETS/ENTITLEMENTSCUSTOMER PROFILE/SEGMENTATIONCONTRACTS / AGREEMENTSSUBSCRIPTIONSREGISTRATIONS/ACTIVATIONSSALES TERRITORY/GEOCOMP PLANS/QUOTASCOMMISSIONS

7. MDM CustomerD&BM&APartner. . . .Siebel Governed/Owned by the Business (steward) Technically enabled by IT (custodian)Must have a CustomerIdentity Strategy! SFDCData RecognitionData EnrichmentBusinessRulesData StandardizationDataCleansingDataPurge/ArchERPDataAuditingCustomerData ModelHierarchyMgmt

8. Customer Data Hub’s by SegmentConsumer 360 ° CustomerTransaction ViewsCustomerID MgmtEnterprise Sales EntityCustomerServiceCustomerLoyaltyPartner/Channel Etc.AnalyticsViewsReal TimeAnalytics“Other”HistoricalAnalytics

9. Registry Technique34598. . . .D&BM&ALocal ID1 360 ° CustomerTransaction ViewsCustomerID Mgmt98743Local ID2CustomerServiceERPCustomerLoyaltyGlobal ID = 28110Party ID local ID1 local ID2 1000010000 34598 98743 Etc.AnalyticsViewsODS WorkflowIntegration servicesReal TimeAnalyticsWSEAIETL/EIIAuthoring at Spokes

10. Cross Reference Only (attributes not mastered in hub)

11. Provides links to sources (that may not share the same data model)

12. Non-invasive (easier to implement, but less attribute consistency)DWHistoricalAnalyticsDM

13. Co-ExistenceTechnique. . . .34598 ABC Ltd 390 Baker RdD&BM&ALocal ID1 360 ° CustomerTransaction ViewsCustomerID Mgmt98743 ABC Ltd 390 Baker RdLocal ID2CustomerServiceERPCustomerLoyaltyGlobal ID = 28110Party ID Party Name Party Addr local ID local ID2 DUNS#1000010000 ABC Ltd 390 Baker Rd 34598 98743 6541234577 IBM Inc 983 NY Ave 56789 54321 78902Party ID Etc.10000 ABC Co 390 Baker RdAnalyticsViewsODS WorkflowIntegration servicesReal TimeAnalyticsWSEAIETL/EII Authoring at Spokes AND at Hub possible (not subscription)

14. Cross References and Golden Record stored at hub

15. Maps attributes to common data model

16. Extended Attributes

17. High Attribute consistencyDWHistoricalAnalyticsDM

18. Transactional Technique34598 ABC Ltd 390 Baker RdD&BM&ALocal ID1 360 ° CustomerTransaction ViewsCustomerID Mgmt98743 ABC Ltd 390 Baker RdLocal ID2CustomerServiceERPCustomerLoyaltyGlobal ID = 28110Party ID Party Name Party Addr local ID local ID2 DUNS#1000010000 ABC Ltd 390 Baker Rd 34598 98743 6541234577 IBM Inc 983 NY Ave 56789 54321 78902Party ID Etc.10000 ABC Co 390 Baker RdAnalyticsViewsODS WorkflowIntegration servicesReal TimeAnalyticsWSEAIETL/EII Authoring at Spokes AND at Hub possible (consumes changes from hub)

19. Cross References and Golden Record stored at hub

20. Maps attributes to common data model

21. Extended Attributes

22. High Attribute consistency, High cross systems consistencyDWHistoricalAnalyticsDM

23. CDH Build Methodology Data Analysis/Data Assessment (spokes)1 Data Analysis/Master Data Model (hub)2 Broader ArchitectureSpokeDefine Businesslogic/workflow31IntegrationIdentify/Defineparticipation model4Outbounds1HubInboundsOverall/Broader architecture participation5123rd party service3 Define Governance, Stewardship, business org6411Build/Deploy71576

24. CDH Build Methodology Data Analysis/Data Assessment ** SPOKES **1Data Analysis/Data AssessmentDef’s, Models, Attributes

25. Use cases/Data accesses

26. Volatility/Frequency/Velocity

27. Data Quality assessment

28. Dependencies Upstream/DownstreamRules being applied

29. Standards being applied

30. Logic being applied

31. What we have and what we need Broader ArchitectureSpoke1IntegrationOutbounds1HubInbounds13rd party service111

32. CDH Build MethodologyData Analysis/Master Data Model ** HUB **2Data Analysis/Master Data Model Def’s, Models

33. Identify Core Attributes and Relationships (scope) Use cases/Data accesses > starting with CRUD Understand the data Volatility, Frequency, Velocity Identify cross Reference & Registry needs Identify Extended Attributes

34. Start identifying the rules that we need applied Start identifying the standards that we need applied Start identifying the logic that we need applied Broader ArchitectureSpokeIntegrationOutboundsHubInbounds23rd party service

35. CDH Build MethodologyDefine Business Logic/Workflow ** HUB **3Define Business Logic/Workflows Identify and map out the hub based business logic needed Validate that all Use cases and Data accesses are addressed Factor in Volatility, Frequency, Velocity Clearly identify all major Workflows (automated or one’s with human interface) Dependencies identified

36. Identify rules logic to be applied at the hub (cleansing rules, so on) Identify standards to be applied at the hub Broader ArchitectureSpokeIntegrationOutboundsHubInbounds3rd party service3** This may include calls to third party services (matching, cleansing, validation, so on)

37. CDH Build MethodologyDefine Participation Model ** HUB/SPOKE **4Define Hub/Spoke Participation Model Identify and define how each spoke interacts with the hub AND with each other (termed participation model) Cleary identify and define each inbound and outbound behavior in terms of publish, subscribe (provider/consumer) Remember, we are defining a microcosm of organisms that must now live together (not a silo) Broader ArchitectureSpokeIntegrationOutboundsHubInbounds3rd party service4

38. CDH Build MethodologyOverall/Broader Architecture Participation 5Define overall/broader architecture participation Clearly identify how the MDM customer data is to be utilized in the broader company architecture Examples are with ODS,Sales, Marketing, Finance, EDW, WS’s, SOA, so on. This new microcosm must now fit into the broader universe of your other systems Broader ArchitectureSpokeIntegrationOutboundsHubInbounds3rd party serviceOtherPlatformsand Systems5

39. CDH Build MethodologyDefine Governance, Stewardship, Business Org.6Define Governance, Stewardship, and Business Organization Clearly identify how the MDM of Customer data is managed from the business side (process, workflow, ownership, coordination, and with a liaison into IT – the custodians) Create a stewardship model and organization. This may include a steering committee that acts as a policy maker and compliance arm of this key data category Broader ArchitectureSpokeIntegrationOutboundsHubInbounds3rd party serviceOtherPlatformsand Systems6

40. Broader ArchitectureSpokeIntegrationOutboundsHubInbounds3rd party serviceOtherPlatformsand SystemsCDH Build Methodology*** Deliverables and Artifacts ***Metadata/Model Core attributes to be managed

41. Party-based mappings (hub/spoke)

42. Cross Reference Identities/Registry

43. Ownership model

44. Data Models (hub/spokes)

45. life cycle (archive, purge, availability) Business Logic Workflow

46. Merge, match, Dedupe logic

47. standardization, cleansing

48. Data sync needs

49. Mappings/context

50. Transformations needed

51. Logical/physical merge approach

52. Frequency/Velocity requirements Participation ModelBroader Architecture Inbound/Outbound definitions

53. Contributing Attributes from each spoke to the hub

54. overall publishing/subscribing needs (frequency/volatility)

55. Other system interfaces (Upstream/downstream) General exposure methods (WS, API, Services)

56. CDH Build MethodologyEnterprise Customer Phase I Broader ArchitectureAprimoAccountsContactsIntegrationHubAccountsMatchPublishSubscribeEnrichABC.comDNB(enrichment)AccountsContactsTrillium(Cleansing & Match)Siebel/CRM Next Spoke

57. Enterprise Customer (Hybrid-Party Model)RelationshipsHierarchiesHierarchyLevelHierarchyTypesProductAuthorizationProductAuthorizationTypesProductAuthorizationGroupsAgents/PartnersRelationship TypesAccountContactContactRolesContactRoleTypesPartiesCONTACT (Person)ACCOUNT (Organization)GROUPAccountRoleTypesAccountRolesCustomerAccountContactProfileAccountProfileContactPreferencesAccountTypesAccountTypeTypesCustomerAccountSiteExternalEnrichments(D&B, etc)AgreementRoleTypesAgreementsAgreementContactsAgreementRoleLocationGEO UnitGEO UnitRelationshipGeoStructureGeoLevel- R17R18 TBDR17

58. Enterprise Customer exampleOrg (Party)Highest level Sales Entity“General Electric”“102099994”Person (Party)Hierarchy“Parent to Subsidiary”“Jane Doe”Org (Party)“General Electric – Corporate”“Contact”“45669994”PartyOrg (Party)“Parent to Subsidiary”“General Electric – Satellite Div”“DUNS#”“100022”“SFDC Reference”“64909977”“ERP Customer # (Bill to)”“DUNS#”“Partner/Channel (sell thru)”ExtendedAttributes“3689”Org (Party)“342990667”“IM2990699”“29903689”

59. Questions?Send me emails at:pbertucci@dbarchitechs.com