Building an enterprise MDM strategy

with salesforce.com

Srin Tangirala, salesforce.com, Sr. Director, CFL, Strategic Services

Stephen O’Hallorhan, salesforce.com, Sr. Technical Solution Architect, CFL, Strategic Services

Safe Harbor

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Agenda

What is Master Data?

What is Master Data Management?

Integrating salesforce.com with MDM

Typical integration patterns

Demonstrations

Application Legacy Cloud Computing Unstructured

CUSTOMER PRODUCT

CUSTOMER LOCATION

Third Party Data

ORDER LOCATION

ORDER PRODUCT

CUSTOMER PRODUCT

CUSTOMER LOCATION

ORDER ORDER

LOCATION PRODUCT

Manufacturing &

Inventory Mgmt

Vendor & Materials

Management

Order & Channel

Management

Sales & Mktg

Operations

Employee

Management

What is Master Data? High value information that a company uses across the business landscape

Application Legacy Cloud Computing Unstructured

CUSTOMER PRODUCT

CUSTOMER LOCATION

Third Party Data

ORDER LOCATION

ORDER PRODUCT

CUSTOMER PRODUCT

CUSTOMER LOCATION

ORDER ORDER

LOCATION PRODUCT

Manufacturing &

Inventory Mgmt

Vendor & Materials

Management

Order & Channel

Management

Sales & Mktg

Operations

Employee

Management

MDM Process

What is Master Data Management?

Collect Transform Enrich Persist Standardize

MDM is a discipline in which the business and the IT organization work together to ensure the uniformity, accuracy,

semantic persistence, stewardship and accountability of the enterprise’s official, shared master data assets. -Gartner

Mitigate risk and fraud

Compliance with corporate standards and policies

Provide accurate & consistent customer information through all channels at all touch

points

Reduce account setup time and reduce/eliminate duplicate data

Provide 360 degree customer view

Increase cross sale and up sale success

Governance and

Compliance

Streamline

Operations

Improve customer

Interactions

Key Business Drives for MDM

Typical salesforce.com Interactions with MDM

MDM

Search before create

Receive adds/updates from

master

Send adds/updates to master

AP

I AP

I

Page Layouts /Record

Types

Validation Rules

Outbound

Messaging

Apex Callout

Visual Force Mashups

Integration patterns

Pattern Example Scenario Interaction with MDM

Synchronous - UI Integration Custom link to MD system to administer data which

triggers updates back into Salesforce. Uses

SOAP/REST API

Search before create

Synchronous - Web service

integration

Visualforce page which calls a Search API on MD

system which finds and triggers updates back into

Salesforce. Uses Apex+VF+SOAP/REST API

Search before create

Asynchronous – Web

service integration

Record update is Salesforce triggers a process in MD

system to identify or create a record and update back

Salesforce. Uses outbound messaging + SOAP/REST

API. Alternatives to OBM, @futures, Batch Apex.

Send adds/updates to

master

Asychronous – Batch

Integration

Daily changes synchronized. Uses Bulk API.

Receive adds/updates from

master

Demo and integration flows

Demo Context

MDM System Middleware A

PI

AP

I

Account Customer

MDM Scenarios

A Salesperson has an opportunity and she can’t find the account in Salesforce.

What process do we follow?

A.Create the record Salesforce and reconcile it with the MDM System afterwards

B.Create on the MDM System and synchronizes it back to Salesforce?

C.Search before create with a Mashup of MDM search and create APIs?

D.The MDM data is changing all the time from other systems how do we keep

Salesforce up to date?

Solution – A

Send adds/updates to master

MDM System &

Middleware

AP

I SOAP Message

SOAP / REST API

Account Customer

AP

I

Solution – A

Send adds/updates to master New Prospect account created Record locked down with validation / page layouts

Record synchronized and changed to a Customer.

Now ready to use and creator notified via workflow.

Outbound message sent

Message received, parsed, stored & MD Id sent back in update

Solution – A

Send adds/updates to master

Sending data change requests to MDM System

Easy - configuration only in Salesforce

Integration Options:

Outbound: Oubound Messaging, Apex Callouts

Inbound: REST API, SOAP API, REST Bulk API

Solution – B

Receive add/updates from master

MDM System &

Middleware AP

I

SOAP / REST API

Account Customer

AP

I

UI

Solution – B

Receive adds/updates from master “New account” custom button in salesforce

MDM System entry screen

MDM record created

/ published

Identifiers paired

Upsert the new record to

Salesforce and store Id

Solution – B

Receive add/updates from master

Centralized data control and validation

Lightweight integration on UI layer

Considerations:

Sign On

Mobile Support

Solution – C

Search before create

MDM System &

Middleware AP

I Apex WS Callout

SOAP / REST API

Account

Customer

AP

I

VF/Apex

Solution – C

Search before create

“Search before create” visualforce page

Search API for MDM System

Apex Callout to request an MDM account Retrieve and Upsert the MDM account

Account created

Solution – C

Search before create

Visibility into MDM store

Access to get data

Seemless UI

Solution – D

Receive adds/updates from master

MDM System &

Middleware

AP

I

Scheduled Job & Bulk API

Account Customer

AP

I

Other Operational Systems

Solution – D

Receive adds/updates from master Nightly schedule job to retrieve changes

and send via the Bulk API

MDM System

CSV file extract

Bulk Data Jobs processed

asynchronously in salesforce

Middleware

Solution – D

Receive adds/updates from master

Efficiently synchronize LDV

Scheduled Job

Bulk API

Resources

Source code on github:

https://github.com/sohalloran/MDM-Demo-App

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