building success presentation to irmac may 27, 2004
Post on 21-Dec-2015
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TRANSCRIPT
Simple Input Data
Name: Mr. John Smith Sr.Address: 10 Wolfe Crescent N.
RR#2Geography: Bolton ON L7E 5R8Telephone: (905) 880-1292Birth Date: 03/14/1963SIN: 478 827 905
Veritas Singularis™
We know with certainty only when we know little,with knowledge doubt increases.
J.W. von Goethe
Veritas Singularis™
Multitude of Components
Street dataHouse numberStreet titlePrimary street typeSecondary street typePrimary street directionSecondary street direction
Additional Street Line DataRoute name, number, typeBox name, number, typeDwelling1 name, number, typeDwelling2 name, number, typeComplex name, type
Geographic dataCountry nameNeighbourhood nameCity name, Postal CodeState/province/county name
Miscellaneous Personal DataSocial Insurance NumberBell/Cellular NumberDate of BirthEmail Address
Name DataNumber of namesName form (P, B, R)Prefix: titleFirst NameMiddle Name 1, 2, 3Last NameSuffix: secondary titleGeneration: Jr., Sr., III, etc.Gender: M, F, NConnector: and, or, etc.Relationship: Executor, BeneficiaryCandidate Codes: for each name
Veritas Singularis™
Average Customers
John Smith10 Wolf Cres.
Jane Smith10 Wolf Cres.
Chequing$1,000
Chequing$1,000
Savings (j)$1,000
Savings (j)$1,000
1. One Household2. Two Customers3. Three Legal Entities• John Single• Jane Single• John/Jane Joint4. Three Accounts
Veritas Singularis™
John SmithIndividual #1234
Jane SmithIndividual #1235
John Smith Jr.Individual #1236
Jack SmithIndividual #2345
Single--DDA
Single--MMA
Single--Gold CC
Single--RSP
Single--MutFund
Joint--Mortgage
Joint--LOC
Joint--DDA
Joint--Credit Cd
Contributor-RSP
I.T.F.--RESP
P.A.--DDA
P.A.--Savings
Single--DDA
Single--MMA
Single--RSP
Joint--Mortgage
Joint--LOC
Joint--DDA
Joint--Credit Cd
RSP--(Spousal)
Single--Mutfund
Single--SDB
Single--DDA
DDA (P.A.)
Savings (P.A.)
RESP (I.T.F.)
Best Customers = Highly Complex Matching
Veritas Singularis™
Business Imperatives
• Profitability• Segmentation• Direct Response
– Cross-Selling– Upselling– Retention– Activation– Bundling
• Service Quality• Internet Banking
• Propensity Models• Pricing• Fraud Detection• Compliance• Telemarketing• Event Triggers• GIS Applications• RFM Analysis• Product Penetration
Veritas Singularis™
Duplicate Customers?
Customer ID: 222John Smith10 Wolfe CrescentBolton ON L7E 5P5
Chequing: $1,700Savings: $2,000Mortgage: $55,000LOC: $10,000Credit Card: $1,200
Assets:$3,700Liabilities: $66,200
Customer ID: 333John Smith10 Wolf CrescentBolton ON L7E 5P5
Term RSP: $150,000Mutual Funds:$175,000
Assets:$325,000
Veritas Singularis™
Consolidate Duplicate Customers
Customer ID: 333John Smith10 Wolf CrescentBolton ON L7E 5P5
RSP: $150,000Mutual Funds: $175,000Chequing: $1,700Savings: $2,000Mortgage: $55,000LOC: $10,000Credit Card: $1,200
Assets: $328,700Liabilities: $66,200
Veritas Singularis™
Marketing Implications
• How is profit score now affected?• What is risk profile now? • What now represents best cross-sell
opportunity?• What is now the next best product to
upsell?• How should service strategy be tuned?• How does segmentation assignment
differ?
Customer ID: 333
John Smith
10 Wolf Crescent
Bolton ON L7E 5P5
RSP: $150,000
Mutual Funds: $175,000
Chequing: $1,700
Savings: $25,000
Mortgage: $55,000
LOC: $10,000
Credit Card: $1,200
Assets: $328,700
Liabilities: $66,200
Veritas Singularis™
Joint Account Treatment
John Smith10 Wolf Cres.
Jane Smith10 Wolf Cres.
Chequing$1,000
Chequing$1,000
Savings (j)$1,000
Savings (j)$1,000
Veritas Singularis™
Decision Point: Joint Account Processing
Ownership and balance assignment for marketing metrics:
1. Double Count Dollar Values for both Owners?2. Assign Dollar Value to First Name on the Account?3. Split Value 50/50 between Owners of Account?
IS RECONCILIATION IMPORTANT?
Veritas Singularis™
Decision Point: Joint Account Processing
Ownership and balance assignment for marketing metrics:
1. Double Count Assets and Liabilities?John: $2,000 Jane: $2,000
2. Assign Value to First Name on the Account?John: $2,000 Jane: $1,000
3. Split Value 50/50 between Owners of Account?John: $1,500 Jane: $1,500
Veritas Singularis™
“…the data access issue, the query tool issue, the dataintegrity issue…
...given the universality of these issues, it is strange thatentire industries are being organized around the firsttwo issues but the third issue seems to be somethingthat we don’t want to talk about.”
Ralph Kimball, DBMS September 1996
Veritas Singularis™
Data Cleansing and Linking Software
Veritas Singularis™
Core Software Capabilities
• Data Conversion• Data Profiling• Name and Address Parsing• Address Verification and Correction• Data Enrichment• Matching—Household; Individual;
Business
Veritas Singularis™
Trillium Software System
• Trillium Software: Division of Harte-Hanks Inc.
• Market Co-Leader • Launched 1994• Strongest Canadian Presence• Strengths—Parsing; Matching
Veritas Singularis™
Firstlogic: IQ Insight & Information Quality Suite
• Market Co-Leader • Founded in 1984 (Postal Soft;
idCentric)• Privately Held• Limited Canadian Presence• Strengths—Data Profiling; Name
Parsing; SERP II verification & correction
Veritas Singularis™
Ascential Software: QualityStage
• Acquired Vality’s Integrity Software 2002
• Public Company• Diminishing Canadian Presence• Strengths—Data Investigation;
Ascential DataStage bundle
Veritas Singularis™
CIFCIF
ProfitabilityProfitabilityCardsCardsEDWEDW ComplianceCompliance
MTG Cards MFD TD SDBINV DEP LOC Trust
Entity KeysOCV; MCV; BCV
HHLD
LNS
Scores/Promotion HistoryFeedback Loop to CIF
Data Cleansing &Linking Software
SMEConsumer
Data Cleansing &Linking Software Callable
Batch
Enterprise-Wide CDM Strategy
Veritas Singularis™
Steps to Success
• Business Requirements• Best of Breed Software• Data Discovery & Investigation• Functional Specifications using a
proven methodology• Iterative Development• Quality Assurance• Ownership of Business Rules
Veritas Singularis™
Business Requirements
• Face-to-face working sessions• Gather specific requirements without getting into
solutions• Business Users may not know or be able to
articulate exactly what they want, but they will “know it when (they) see it..”– Provide guidance– Do research beforehand– Use Cases and Diagrams
• Comprehensive documentation… for the benefit of the clients supplemented with Use Cases
• High level overview of solution• Confirmation and sign-off• To be continued….
Veritas Singularis™
Best-of-Breed Software
• Do your research• Knowing the questions to ask
– Experience - get an expert– A compilation of issues and points gleaned from vendors
and integrators who operate in this space• Proof-of-concept using your own data• Canadian experience• Market leaders with the best software and a deep
heritage in this space also offer a proven methodology and “out-of-the-box” rules to fast track your implementation
• Don’t just ask “will it..” ask “how..”• References – make sure they are recent• “Poor man can’t afford to buy cheap”
Veritas Singularis™
Data Investigation
• Its worth it!• Discover the true contents and quality of
your data before you start on a full development cycle
• Give your developers a hands-on experience with software
• Refine the business requirements and provide meaningful project timelines
• Full file processing!• You’re now ready to do the Functional
Specifications…
Veritas Singularis™
Functional Specifications
• More than a necessary evil• It is a vital communication vehicle between the
Business Analyst and the Developers and Project Managers
• Helps the Business Users validate that their requirements have been correctly translated
• Supplement with Diagrams, Tables and robust Use Cases
• It is the documentation that will survive and be referenced by future users
• Must be subject to a rigorous review process that includes analysts, developers, business users and project managers
• Can be adapted to an Iterative Development approach
Veritas Singularis™
Iterative Development Approach
• What is it?• Why is it required if you have
comprehensive Functional Specifications?
• Why is effective?• When is it not appropriate?• Do you believe?
Veritas Singularis™
Quality Assurance
• Involve your QA team from the beginning• Involve expert users and analysts from the
Business in the testing• Be involved with your QA team• Experience counts – and subject matter
experience counts even more• Full file processing!• Predefined Control and Balancing with significant
input from the Business Analyst• End to end User Testing• If possible, do multiple cycle runs with real data in
parallel
Veritas Singularis™
1. Parsing Technology
• The Parsing technology is the single most important factor in creating cleansed standardized customer data for successfully Address verification and correction and superior Matching
• What to look for:– Robust out of the box rules– Significant Canadian content– Flexibility to add and modify rules specific to
your data
Veritas Singularis™
2. Addressing Technology
• The Name and Address is the cornerstone of a building a linked consolidated database
• The Address is entered in a myriad of ways and prone to error
• The Address Validation and Correction Technology (in conjunction with the Parsing Technology) will provide significantly superior matching results
• What to look for:– Canada Post Certification– Built by Vendor not a third part add-on– Tight integration for a total solution
Veritas Singularis™
3. Multiple Match Passes
• Using a single match (typically Name and Address) is insufficient to build a robust linked profile of your customers and household
• Leverage all information available to the organization:– Customer/Department/Subsidiary Id’s– Telephone Numbers– Identification Numbers– Payment Methods– Ownership Identifiers– Linked Accounts
• What to look for:– Provision for independent multiple matchers– Ready facility to reconcile and consolidate the results of
each matcherVeritas Singularis™
4. Control of Match Scores
• Must be able to explain precisely why records are matched
• Must be able to control and tune the rules at the token level
• Work with a baseline (from vendor) and enhance the rules to meet the needs of your firm
• Must have ability to create potential or suspect matches as part of the development cycle
• What to look for:– Ability for users to score data elements and build rules– Interface that is easy to add, delete and modify rules– Method to review and evaluate the results of each rule
Veritas Singularis™
5. Key Management
• The least understood and most underestimated module– Select convenience over true requirement
• Driven by customized organization needs that cannot often be met by a canned approach– Flat File or Database– Multiple inter-dependant hierarchy– Track changes over time– Survivorship rules– Business owners will have difficulty articulating their
requirements
• Requires professional guidance
Veritas Singularis™
Contact Information
• Jeff Mehlenbacher– Telephone: 905-880-1212– Cellular: 416-662-7092– Email Address: [email protected]
• Dan Bulsara– Telephone: 905-948-0755– Cellular: 416-738-1357– Email Address: [email protected]
Veritas Singularis™