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Trip reporT

Gartner Master Data Management Summit 20137 – 8 February | Barcelona, Spain

gartner.com/eu/mdm

MDM: Launchpad for Assured Business Outcomes and Transformation

The Gartner Master Data Management Summit 2013 was held on 7 – 8 February 2013 at the Rey Juan Carlos in Barcelona. This report summarizes and provides highlights from the event.

OverviewAs organizations dedicate themselves to improving service levels, optimizing costs and generating innovation in their business models and markets, a solid foundation of information is required. Specifically, the data that identifies and describes core business entities (such as customers, products, suppliers, locations and more) — their master data — is deeply linked to these objectives.

Whatever the nature of your key business transformation objectives may be, success will depend directly on the degree to which this master data is well-understood, consistent, accurate, and trusted. In essence, master data management (MDM) is the “launchpad” that will guarantee your efforts proceed strongly in the right direction and ultimately deliver the outcomes intended.

TABLe Of COnTenTS

2 Key take-aways

3 Keynote sessions

4 Top 5 most-attended Sessions

5 Snapshot of attendees

6 Sponsors

8 Post event resources

SAve The DATeThe Gartner Master Data Management Summit 2014 will take place on12 – 13 March in London, UK.

We hope to see you again!

Mark Raskino speaking at the 2013 Gartner Master Data Management Summit in Barcelona

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SummiT HigHligHTS

evolving BI and Analytical MDM Toward Operational MDM

•Dimensionaldataisreallyasummaryofmasterdatamanagement in use cases.

•Dataqualityprocesseswhichidentifyanalyticdimensionscan be converted into governance rules for MDM.

•RememberthatsomeMDMgoesonlydownstream,butknowing WHERE the authority model is at each point in the process actually determines the direction of the governance flow (down stream or interactive).

establishing and Sustaining MDM Governance

•Domainexpertiseandbusinessleadershipskillsarethe most important things you need to steer your MDM governance in the right direction

•Youmustclearlyarticulateallrolesandtasksinvolvedinan MDM program and select people for those roles and tasks, rather than having them selected for you.

•Evenafteryouhaveobtainedsponsorshipandfunding,you must continue to be a promoter and marketer for your MDM program: celebrate your successes and ask your business users to support you by talking about how MDM helps them do their jobs, saves money, better serves customers, etc.

Build Your Data Quality Competency to ensure high-fidelity Master Data

•Definedataqualityexpectationsforyourmasterdata,setthe vision and choose a reasonable initial scope. Gather the facts — Select the appropriate metrics, and measure and communicate the results broadly.

•Focusonpeopleandprocessbybuildingskillsandestablishing data-quality-specific roles. Data quality improvement does not happen unless it is made to be someone’s job. Make sure that the people in your organization view data quality as a business issue, not an IT problem.

•Communicatesuccessesandbepersistent,bybuildingearly tactical wins into momentum for a comprehensive program. Broad-scale culture shift and complete data quality improvement does not happen overnight. It is a long road and leveraging consistent and frequent successes is key to long-term impact.

Mastering Key Roles and Organizational Approaches for effective MDM

•Focusonengagingtherightsetofstakeholdersandgetting them aligned to the MDM vision. Defining and deploying specific roles — program management, information governance board/council and data stewardship – is critical to making MDM work.

•Makesuredecisionrightsandresponsibilitiesaresocialized — stop the battles over who gets to decide what.Maketheresponsibilitiesexplicitandholdtheroles accountable – by establishing and tracking metrics, setting targets, and monitoring the behavior of people.

•Planforchange—theorganizationalstructure,scopeof the program and specific requirements will change. People will enter and leave the organization, broader needs will emerge, and detailed policies will evolve. Build time and resources to manage and effect these changes so that your MDM program can adapt over time.

Key take-aways

Very effective! I’m going back to work with a lot more drive, energized with all I’ve gathered.Vanessa Eriksson, Manger, Global Master Data Management, TeliaSonera

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Keynote sessionMDM: Launchpad for Assured Business Outcomes and Transformation

The pressures are mounting: Organizations are seeking the golden nuggets of information value from big data opportunities, while seeking to control and understand how to leverage information powering mobile and cloud strategies. And all with, at best, mediocre growth in IT budgets. With that in mind, the Gartner Keynote reviewed the latest trends that are driving ever greater interest in MDM, and now more than ever as a platform for future growth, success and transformation.Thekeynoteexploredhow big data is shifting quickly to a focus on information trust: how can organizations ‘govern’ that data which is not theirs, but is increasingly needed to compete? We looked at the growing focus on application pace layering and how changing application strategies are putting pressures on information management to perform more effectively aligned with applications. Lastly,weexploredhowMDMisreallyonlythefirststageinacomplexlaunchof a wider IM program (Enterprise Information Management) and how success with MDM can lead to greater success with governing content and other hybrid and unstructured data across the entire information lifecycle.

Business is getting wise to information and its value. In fact, business is hungry toexploitinformationforcompetitiveadvantage.Thisexplainstosomedegree the very fast rise in hype related to big data. But is big data really that new? It seems that it is not; but what is new is the shift from traditional information governance projects like data quality and programs like MDM;

toward a focus on governing what Is not yours. This shifts the focus toward information trust and how to communicate this and manage risk accordingly to protect oneself fromexploitation.Thereremainsarange of traditional barriers with MDM (business case; line of site to business stakeholder; change management) and some newer topics for 2013 (making information governance ‘stick’; and planning for a 3 year plan while budgeting one year a time). And despite these barriers, the drivers remains firmly in the range of increased revenue, service, and reduced time to market; as well as reducing risk and compliance. Lastly, users are looking beyond MDM and seriously thinking about how to account for information as an asset; as well as, more holistically, how to affect a unique, competitive investment (in information) strategy.

Proven success stories for MDM are more common than ever before. Utilizing effective frameworks such as Gartner’s Seven Building Blocks of MDM, enterprises are learning the disciplines necessary to both launch MDM and to use it as a springboard to apply governance techniques to all types of data in the organization. Prioritized according to Gartner’s Pace Layering strategy, effective governance organization and process learned via MDM (and encompassing Enterprise Metadata Management) can be leveraged for enterprise content, analytics, business applications, and even “big data” sources to arrive at a cohesive and transformational Enterprise Information Management

(EIM) program. MDM best practices aroundexecutivesponsorship;business participation in and ownership of governance and stewardship; and emphasis on business outcomes versus technology are more important than ever. On the infrastructure front, as the MDM software market matures, several technologies will be absorbed into larger functions as MDM suites become more comprehensive and take aim at the all-encompassing “multi-vector MDM.” Looking beyond MDM, the concept of Infonomics (information assets on the balance sheet) can be used to value information assets, and theInformationInnovationYieldCurveto value the (compound interest on information investment on the profit and loss) use of those assets, as part of a robust EIM strategy.

Very Inspiring! Lots of new information, new insight into data domains. Martin Buhler, Master Data Management Business Consultant, Stibo Systems Limited

Baroness Susan Greenfield, Professor of Pharmacology,

UniversityofOxford,deliveringtheGuest Keynote

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Top 5 most-attended sessions

(A5) how to Build the Business Case and Measure the Benefits for MDM

Michael Smith, Gartner

(v2) Information Builders: Data Governance for the executive: Raising the Bar

James Orr, Information Builders

(A6) establishing and Sustaining Master Data Governance

Dimitris Geragas and Debra Logan, Gartner

(B4) how to evolve MDM Toward enterprise Information Management (eIM)

Andrew White, Gartner

(T1) Tutorial: The foundation of Your Journey: Gartner’s Seven Building Blocks of MDM

Dimitris Geragas, Gartner

Snapshot of attendees

Who participated in the 2013 conference?

The Summit attracted over 300 attendees, from 24 countries. The core of the audiencewasnaturallyfromtheUK,withthenexthighestgroupingscomingfromNetherlands,Norway,Sweden,andGermany,followedbyBenelux,Nordic, and DACH. In terms of industries represented the key sectors were manufacturing, government, banking and finance followed by technology and telecoms. The best represented job titles continued to be Manager/Director of Business Intelligence and Information Management and variations thereof with a presence from Program and Project Management.

Top 5 job titles

•Management

•Director

•Architect

•Analyst

•CLevel

Top 5 job roles

•BusinessIntelligenceandInformationManagement

•ProgramandProjectManagement

•EnterpriseArchitecture

•CorporateStrategyandPlanning

•Finance/Accounting

Top 5 industry sectors

•Manufacturing

•Government

•Banking,FinanceandInsurance

•TechnologyandTelecoms

•Healthcare

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SummiT SponSorS

Thank you to our Master Data Management Summit 2013 Sponsors

PReMIeR SPOnSOR

PLATInuM SPOnSORS

SILveR SPOnSORS

Orchestra networks customer Michelin is recognised for MDM excellence at the european Gartner MDM Summit 2013Michelin and faurecia show the real value of a true multi domain MDM deployment with presentations of their respective MDM journeys.

Faurecia, a €16.2B auto parts manufacturer, described how they’re using EBX5 to harmonize multiple master data domains for their global SAP implementations in Europe, Asia, and America. They’re using EBX5 to manage the content and intersections (cross-domain relationships) for customer, supplier, organizational (private reference data), and program (product).

Michelin, a 20.7B € manufacturer of tires (184M last year), described how high quality data enabled them to increase their order fill rate, improve the responsiveness

of their supply chain and reduce accounting close time. Michelin used Gartner’s Seven building blocks of MDM as a program framework, EBX5 as their MDM platformandexecutivesponsorshiptosetvision and marshall resources.

In both case studies, Michelin and Faurecia emphasized how important organizational and governance issues are to the success of MDM. Focusing on human factors, choosing technology that facilitates governance, and tools that help tie the stewards, owners and business users are all critical success factors.

Orchestra Networks with the multidomain Master Data Management (MDM) software solution EBX5 enables business and technology users to develop, use and enrich their most important asset—data. Using,thismodel-drivenandflexibleMDMsolution, customers can now achieve specific management and governance of their Master Data with a single platform that delivers an end-to-end solution.

Learn more on our multidomain MDM solution at www.orchestranetworks.com

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reSourceS

Gartner Master Data Management Summit 201412 – 13 March | London, UK | gartner.com/eu/mdm

2014DaTe

Post event resources

Customizable post-event worksheet

Take a moment to complete your own post-event trip report, a valuable resource for future reference and a great way to share with colleagues what you learned. Click here to access the trip report worksheet.

Learn more with relevant research

Want to learn more about the topics that interest you most? Turn to the end of each session presentation for a list of related Gartner research notes. Select Gartner research is available on demand at gartner.com.

COnneCT WITh GARTneR MDM

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