Sabre is a technology solutions provider to the global travel and tourism industry, encompassing four business units: Sabre Airlines Solutions, Sabre Travel Network, Sabre Hospitality Solutions and Travelocity. Sabre provides software to travel agencies, corporations, travelers, airlines, hotels, rental car, rail, cruise and tour operator companies. Divisions within each of these groups also service the business or corporate travel market. Sabre grew out of American Airlines and was spun off with an IPO in 2000 and currently employs approximately 10,000 people in 60 countries. In addition to managing the business processes and reporting across the four divisions, the IT group has been tasked to provide an agile architecture to accommodate M&A opportunities in the hospitality industry. Clearly, one of the biggest opportunities for leverage of corporate information assets is travel-related “public” and “private” reference data. Critical to the launch of such a program is to answer the key question “Why after all this time do we need RDM?” This session will provide insights and best practices concerning the establishment of an enterprise RDM program in a large global enterprise by discussing topics such as: – Establishing the business value of an enterprise RDM program (“Hello, Houston … we have a problem”) – Overcoming the cultural & territorial obstacles by selling change as a compelling argument for RDM (“Shift Happens”) – Futureproofing the enterprise RDM program solution, outcome & direction (“What we didn’t think about”)

4. LEADING IN TECHNOLOGY
24 HOURS A DAY
7 DAYS A WEEK
365 DAYS A YEAR
14,000
OPEN SYSTEMS SERVERS
AND VIRTUAL MACHINES
1.5 BILLION
INCOMING API
DATA REQUESTS DAILY
410+ MILLION
XML TRANSACTIONS
VIA WEB SERVICES DAILY
1.1 TRILLION
MESSAGES
PROCESSED IN 2013
$ 100s
of MILLIONS
ANNUAL INVESTMENT
IN TRAVEL TECHNOLOGY
100,000
MESSAGES PER SECOND
11 YEARS
CONSECUTIVELY RANKED
ON INFORMATIONWEEK 500
MOST INNOVATIVE
TECHNOLOGY COMPANIES

10. No defined
process for
maintaining
standards
Changes
maintained
manually by
departments
No one
responsible for
master data
governance
Technology Standards
Maintenance
Process
Change
Process People
Lack of focus
on master data
beyond current
initiatives
Lack of
definition of
master data
standards

11. Lack of focus
on master data
beyond current
initiatives
Lack of
definition of
master data
standards
No defined
process for
maintaining
standards
Changes
maintained
manually by
departments
No one
responsible for
master data
governance
Technology Standards
Maintenance
Process
Change
Process
People
How did we move forward?
Identify master reference data
development priorities as part
of technology strategy.

12. Lack of focus
on master data
beyond current
initiatives
Lack of
definition of
master data
standards
No defined
process for
maintaining
standards
Changes
maintained
manually by
departments
No one
responsible for
master data
governance
Technology
Standards
Maintenance
Process
Change
Process
People
How did we move forward?
Establish master reference
data governance standards

13. Lack of focus
on master data
beyond current
initiatives
Lack of
definition of
master data
standards
No defined
process for
maintaining
standards
Changes
maintained
manually by
departments
No one
responsible for
master data
governance
Technology Standards
Maintenance
Process
Change
Process
People
How did we move forward?
Create stewardship process and workflow
for maintaining master reference data
standards

14. Lack of focus
on master data
beyond current
initiatives
Lack of
definition of
master data
standards
No defined
process for
maintaining
standards
Changes
maintained
manually by
departments
No one
responsible for
master data
governance
Technology Standards
Maintenance
Process
Change
Process
People
How did we move forward?
Define change process for master
reference data to ensure consistent usage
across the enterprise

15. Lack of focus
on master data
beyond current
initiatives
Lack of
definition of
master data
standards
No defined
process for
maintaining
standards
Changes
maintained
manually by
departments
No one
responsible for
master data
governance
Technology Standards
Maintenance
Process
Change
Process People
How did we move forward?
Identify governance roles to ensure master
reference data integrity throughout process,
databases, applications, BI and reporting

16. Hello Houston We Have a Problem
• 20,763 Reference tables in over 292
applications
• No central system of record for shared
data
• Duplicate research, maintenance,
translations, and storage
• Big Data Scientists are spending valuable
time looking for authoritive sources of
common reference data.
• Data is duplicated across the enterprise
without broad accessibility and
contextual knowledge
If we spent 10 hours a year on only 50% of the tables, maintenance cost can
exceed $7,786,125….I believe we have their attention!
Focus on one pain point

17. One
• One trusted source
• Very quick implementation (rapid prototyping, model-driven
approach)
Two
• Governance enforcement to provide for better accuracy / higher quality
data
• Reduced release cycles for data integration-reducing coding effort
Three
• Automated processes to streamline update of consuming systems
• Standardized “Codeless” GUI maintenance website
Four
• Improved information quality by standardization of sources,
value and translations
• Centralizes / standardizes master data distribution
MDM Momentum

18. Find the most dramatic example
identify the pain point
and teams affected
Follow the Money
get help from financed
Tell the Story
illustrate the problem
and solution
Take Action
Assume success and
have the plan, roadmap
or strategy ready to go

20. Challenge
Underestimated the
ETL process from
legacy systems
Learning :
Understanding the data
formats and data
anomalies
Solution:
Introducing a Data
Engineer who can
move easily from
subject areas and
is not intimidated
by the legacy
structure of the
data

21. Challenge
The data is poorly
organized and
understood
Learning :
Engage the subject
matter experts
Solution:
Begin data discovery
as thorough as
possible as early as
possible to provide a
common
understanding among
all the teams

22. Challenge
MDM was un familiar to
the organization
Learning :
Communication
strategy to the
organization
Solution:
Create a road show
and demo that
would resonate
with the business
and showcase the
tool and process
potential

23. Challenge
Data process migration
from legacy application
to MDM
Learning :
How to promote from
one environment to
another for the
migration path to
MDM
Solution:
Engage the same
team to be
responsible to
maintain legacy
and the migration
for some interim
time

24. Challenge
Data Stewards and
Data owners from
Multiple teams located
across the globe
Learning :
How to Inspire and
lead the teams to a
single solution
Solution:
Initiated a two day
training summit
surrounding the
new processes and
procedures

25. Challenge
Customization
requirements for our
environment
Learning :
Partnership with
Orchestra Network to
enable customized
solutions
Solution:
Implement a real-
time replicate to
down stream
systems and
partition the data
by role

27. confidential 27
• GUI auto-generated from the MDM data
model
• One data governance front-end for the
business
• Browser based
• Validation entry rules in model
• Data integrity enforced through primary /
foreign key constraints
• Governance is enforced through
embedded workflow model
• Workflows isolate changes not approved
from the “current” set of data
• Sophisticated data management
features such as versions,
inheritance..etc.
MDM GUI/
Workflows
Data Steward/Owner
Data
Stewards
Data Owner

28. confidential 28
• The MDM tool runs and deployed like
any other Tomcat WebApp
• Development team writes Maven
packaging scripts
• Includes model, workflow
• Java triggers
• Check in to source control
• Provides out of box web services for
data distribution through SOAP / HTTP
(later projects)
• Bulk import/export capable out of box
• Provides Trigger mechanism for
distributing change events
• Events published to MQ via Java
Trigger
• Subscribers listen on MQ queue
Trigger
Event on
Change
MDM Server

29. confidential 29
• Standard Data Service capability out of
the box
• Wsdls published as static URL to
Tomcat server
• Client SOAP request based on wsdl
• MDM tool repository stored in Oracle
• Separate MDM Oracle instance for long-
term separate management
• Redundant Oracle instances for high
availability
MDM Repository

31. No Pressure No Diamonds