customer data hub methodology · customer data hub methodology ... workflow ws eai etl/eii ......

1 © 2006 Autodesk

Customer Data Hub methodology

August 2009 – Paul BertucciMDM Summit San Francisco, CA

2 © 2006 Autodesk

Mastering Customer Data

1. Customer Data Hub (CDH) architectural overview2. Different data hub approaches

• Registry Technique• Co-existence Technique • Transactional Technique

3. CDH Build Methodology (within a Development Life Cycle)

4. CDH Deliverables along the way5. Customer Data Hybrid data model6. Autodesk example

3 © 2006 Autodesk

Business Processes & Systems

Call Center

eStoreOrders

Credit Card Processing

Mktg AppsCustomerSegmentation

& List Generation

Marketing Campaigns

Marketing Performance

Cleansing/De-duping

Lead Routing

Predictive Modeling

Forecasting

WhitespaceCampaign Planning

Customer Profiling

CRM/PRMOpportunity/Lead Mgmt

Direct Sales

Channel Sales

- Partner Center

- Deal Reg Mgmt

Master Data Account/Contacts/Parnter and then Product/Pricing, Workforce, others)

Quote Generation Order Mgmt

Credit Mgmt Product/Pricing

Invoicing/Billing Credit Card Proc

Account Mgmt Auto Fulfillment

Financial Mgmt Human Resources

Contract/Agreement Management

ERP

Sub CenterSub Customers

Service Requests

Agreements, Contracts

Electronic Fulfillment, Activation/Registration

Ster

ling

EDI

(Identity Management

ERP Assets Mgmt, Entitlements, Procurement

Incentive Programs

Data Delivery Platform (Real-time ODS , Aggregation Layer, Analytics, Predictive Modleling)Business Services/Web Services – SOA

AOESingle OE

Partner Center (service)

Service/Contracts

Renewal Opty

(int/channel)

Marketing Sales Service SalesFulfillment

MarketContacts / Responses

Leads

Opportunities /Deals

Quotes

Orders

Fulfillment

Registration / Activation

Service / Support

Renewals

4 © 2006 Autodesk

Business Processes & Systems (DATA)

CONTACT OPPORTUNITY

PROSPECT

CUSTOMERLEADCUSTOMER

PARTNER

PRODUCT & PRICING

ORDERS

CUSTOMER PROFILE/SEGMENTATION

OPPORTUNITY

ASSETS/ENTITLEMENTS

CONTRACTS / AGREEMENTS

SUBSCRIPTIONS

QUOTES

COMP PLANS/QUOTASCOMMISSIONS

SALES TERRITORY/GEO

DEALS

REGISTRATIONS/ACTIVATIONS

Parent (Company)

Account

Campaign/Event

Marketing Sales Service SalesFulfillment

MarketContacts / Responses

Leads

Opportunities /Deals

Quotes

Orders

Fulfillment

Registration / Activation

Service / Support

Renewals

5 © 2006 Autodesk

MDM Customer

DataAuditing

CustomerData Model

HierarchyMgmt

Data Standardization

DataCleansing

DataPurge/Arch

Data Recognition

Data Enrichment

BusinessRules

. . . .

ERP

SFDC

D&B(IM)

M&A

Siebel

Partner

• Governed/Ownedby the Business

(steward)

• Technically enabled by IT (custodian)

Must have a CustomerIdentity Strategy!

6 © 2006 Autodesk

AnalyticsViews

Customer Data Hub’s by Segment360 °

CustomerTransactionViews

HistoricalAnalytics

Real TimeAnalytics

CustomerService

CustomerID Mgmt

CustomerLoyalty

Etc.

Consumer

Enterprise

Partner/Channel

“Other”

Sales Entity

7 © 2006 Autodesk

WorkflowWS EAI ETL/EII

AnalyticsViews

Integration services

ODS

360 °CustomerTransactionViews

HistoricalAnalytics

Real TimeAnalytics

CustomerService

CustomerID Mgmt

CustomerLoyalty

Etc.

DW

DM

. . . .

ERP

D&B(IM)

M&A

Registry Technique

Party ID

Local ID1

Local ID2

Party ID local ID1 local ID2 10000 34598 98743

34598

98743

10000

•Authoring at Spokes•Cross Reference Only (attributes not mastered in hub)•Provides links to sources (that may not share the same data model)•Non-invasive (easier to implement, but less attribute consistency)

Global ID = 28110

8 © 2006 Autodesk


AnalyticsViews


ODS


HistoricalAnalytics

Real TimeAnalytics

CustomerService

CustomerID Mgmt

CustomerLoyalty

Etc.

DW

DM

. . . .

ERP

D&B(IM)

M&A

Co-Existence Technique

Party ID

Local ID1

Local ID2

Party ID Party Name Party Addr local ID local ID2 DUNS#

10000 ABC Ltd 390 Baker Rd 34598 98743 6541210000

• Authoring at Spokes AND at Hub possible (not subscription)• Cross References and Golden Record stored at hub• Maps attributes to common data model (TCA)• Extended Attributes• High Attribute consistency

34577 IBM Inc 983 NY Ave 56789 54321 78902

98743 ABC Ltd 390 Baker Rd

10000 ABC Co 390 Baker Rd

34598 ABC Ltd 390 Baker St

Global ID = 28110

9 © 2006 Autodesk


AnalyticsViews


ODS


HistoricalAnalytics

Real TimeAnalytics

CustomerService

CustomerID Mgmt

CustomerLoyalty

Etc.

DW

DM

. . . .

ERP

D&B M&A

Transactional Technique

Party ID

Local ID1

Local ID2

Party ID Party Name Party Addr local ID local ID2 DUNS#

10000 ABC Ltd 390 Baker Rd 34598 98743 6541210000

• Authoring at Spokes AND at Hub possible (consumes changes from hub)• Cross References and Golden Record stored at hub• Maps attributes to common data model (TCA)• Extended Attributes• High Attribute consistency, High cross systems consistency

34577 IBM Inc 983 NY Ave 56789 54321 78902




Global ID = 28110

10 © 2006 Autodesk

CDH Build Methodology

23

4

5

6

1

1

1

1 1

1

1 Data Analysis/Data Assessment (spokes)

2 Data Analysis/Master Data Model (hub)

3

Identify/Defineparticipation model4

Overall/Broader architecture participation

5

Define Governance, Stewardship, business org

Define Businesslogic/workflow

6

7 Build/Deploy

Hub

Spoke

Integration

Broader Architecture

Inbounds

Outbounds

7

3rd party service

11 © 2006 Autodesk

CDH Build Methodology Data Analysis/Data Assessment ** SPOKES **

1

1

1

1 1

1

Hub

Spoke

Integration


Inbounds

Outbounds

Data Analysis/Data Assessment- Def’s, Models, Attributes- Use cases/Data accesses- Volatility/Frequency/Velocity- Data Quality assessment - Dependencies

Upstream/Downstream- Rules being applied- Standards being applied- Logic being applied- What we have and

what we need

1

3rd party service

12 © 2006 Autodesk

CDH Build MethodologyData Analysis/Master Data Model ** HUB **

2

Hub

Spoke

Integration


Inbounds

Outbounds

Data Analysis/Master Data Model - Def’s, Models - Identify Core Attributes andRelationships (scope)

- Use cases/Data accesses> starting with CRUD

- Understand the data Volatility, Frequency, Velocity

- Identify cross Reference & Registry needs

- Identify Extended Attributes- Start identifying the rules

that we need applied- Start identifying the

standards that we needapplied

- Start identifying the logic that we need applied

2

3rd party service

13 © 2006 Autodesk

CDH Build MethodologyDefine Business Logic/Workflow ** HUB **

3

Hub

Spoke

Integration


Inbounds

Outbounds

Define Business Logic/Workflows - Identify and map out the hub based business logicneeded

- Validate that all Use casesand Data accesses are addressed

- Factor in Volatility, Frequency, Velocity

- Clearly identify all majorWorkflows (automated orone’s with human interface)

- Dependencies identified- Identify rules logic to be applied at the hub (cleansingrules, so on)

- Identify standards to beapplied at the hub

3

** This may include calls to third party services (matching, cleansing, validation, so on)

3rd party service

14 © 2006 Autodesk

CDH Build MethodologyDefine Participation Model ** HUB/SPOKE **

4

Hub

Spoke

Integration


Inbounds

Outbounds

Define Hub/Spoke Participation Model- Identify and define how eachspoke interacts with the hubAND with each other(termed participation model)

- Cleary identify and defineeach inbound and outboundbehavior in terms of publish,subscribe(provider/consumer)

- Remember, we are defininga microcosm of organismsthat must now live together(not a silo)

4

3rd party service

15 © 2006 Autodesk

CDH Build MethodologyOverall/Broader Architecture Participation

5

Hub

Spoke

Integration


Inbounds

Outbounds

Define 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 mustnow fit into the broaderuniverse of your other systems

5

3rd party service

OtherPlatformsand Systems

16 © 2006 Autodesk

CDH Build MethodologyDefine Governance, Stewardship, Business Org.

6

Hub

Spoke

Integration


Inbounds

Outbounds

Define Governance, Stewardship, and Business Organization

- Clearly identify how the MDM of Customer data is

managed from the businessside (process, workflow, ownership, coordination, andwith a liaison into IT – the custodians)

- Create a stewardship modeland organization. This mayinclude a steering committee that acts as a policy maker and compliancearm of this key data category

6

3rd party service


17 © 2006 Autodesk

CDH Build Methodology*** Deliverables and Artifacts ***

Metadata/Model

Hub

Spoke

Integration


Inbounds

Outbounds

3rd party service


Business Logic

Participation Model Broader Architecture

- Core attributes to be managed- Party-based mappings (hub/spoke) - Cross Reference Identities/Registry- Ownership model- Data Models (hub/spokes) - life cycle (archive, purge, availability)

- Workflow- Merge, match, Dedupe logic- standardization, cleansing- Data sync needs - Mappings/context - Transformations needed - Logical/physical merge approach - Frequency/Velocity requirements

- Inbound/Outbound definitions- Contributing Attributes from each spoke to the hub- overall publishing/subscribing needs (frequency/volatility)

- Other system interfaces (Upstream/downstream)

- General exposure methods (WS,API, Services)

18 © 2006 Autodesk

CDH Build MethodologyAutodesk Phase I

Hub

Integration


Trillium(Cleansing

& Match)

Aprimo

ADSK.com

Siebel/CRM

Accounts

AccountsContacts

AccountsContacts

Next Spoke

MatchPublishSubscribeEnrich DNB

(enrichment)

19 © 2006 Autodesk

CONTACT (Person) ACCOUNT (Organization)

CustomerAccount

CustomerAccountSite

Parties

R17

Autodesk Customer (Hybrid-Party Model)

ContactProfile

AccountProfile

GROUP

AgreementsAgreementContacts

AgreementRole

AgreementRoleTypes

GEO Unit

GEO UnitRelationship

GeoStructure

GeoLevel

AccountRoleTypes

AccountContact

ContactRoles

ContactRoleTypes

Relationships

Hierarchies

Agents/Partners

Relationship Types

ExternalEnrichments(D&B, etc)

HierarchyLevel

HierarchyTypes

ProductAuthorization

ProductAuthorizationTypes

ProductAuthorizationGroups

ContactPreferences

AccountTypes

AccountTypeTypes

R18 UNFUNDED

Location

AccountRoles

- R17

20 © 2006 Autodesk

Enterprise Customer example

“ERP Customer # (Bill to)”

“342990667”

“100022”

“29903689”

“DUNS#”

“SFDC Reference”

“Jane Doe”

“Parent to Subsidiary”

“45669994”

“General Electric – Satellite Div”

“General Electric – Corporate”

“64909977”

“DUNS#”

“Partner/Channel (sell thru)”

“IM2990699”

Org (Party)

Party

Hierarchy

ExtendedAttributes

“Contact”

“3689”

“General Electric”“102099994”

Org (Party)Highest level Sales Entity

“Parent to Subsidiary”

Person (Party)

Org (Party)

Org (Party)

customer data hub methodology · customer data hub methodology ... workflow ws eai etl/eii ......

Documents