11

Database ArchitechsCustomer Data Hub methodology August 2009 – Master Data Management

2

Mastering Customer Data

1. Customer Data Hub (CDH) architectural overview

2. 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 way

5. Customer Data Hybrid data model

6. Enterprise customer example

3

Business Processes & Systems

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

(Identity Management

Data Delivery Platform (Real-time ODS , Aggregation Layer, Analytics, Predictive Modleling)

Business Services/Web Services – SOA

Call Center

eStoreOrders

Credit Card Processing

Mktg AppsCustomer Segmentation

& 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

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

Ste

rlin

gE

DI

ERP Assets Mgmt, Entitlements, Procurement

Incentive Programs

AOESingle OE

Partner Center (service)

Service/Contracts

Renewal Opty

(int/channel)

Marketing Sales Service SalesFulfillment

Market

Contacts / Responses

LeadsOpportunities

/Deals

Quotes

Orders

Fulfillment

Registration / Activation

Service / Support

Renewals

4

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

Market

Contacts / Responses

LeadsOpportunities

/Deals

Quotes

Orders

Fulfillment

Registration / Activation

Service / Support

Renewals

5

MDM Customer

DataAuditing

CustomerData Model

HierarchyMgmt

Data Standardization

DataCleansing

DataPurge/Arch

Data Recognition

Data Enrichment

BusinessRules

. . . .

ERP

D&B M&A

Siebel

Partner

• Governed/Owned by the Business (steward)

• Technically enabled by IT (custodian)

Must have a CustomerIdentity Strategy!

SFDC

6

AnalyticsViews

Customer Data Hub’s by Segment

360 ° CustomerTransaction Views

HistoricalAnalytics

Real TimeAnalytics

CustomerService

CustomerID Mgmt

CustomerLoyalty

Etc.

Consumer

Enterprise

Partner/Channel

“Other”

Sales Entity

7

WorkflowWS EAI ETL/EII

AnalyticsViews

Integration services

ODS

360 ° CustomerTransaction Views

HistoricalAnalytics

Real TimeAnalytics

CustomerService

CustomerID Mgmt

CustomerLoyalty

Etc.

DW

. . . .

ERP

D&B M&A

Registry TechniqueLocal 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

DM

8

WorkflowWS EAI ETL/EII

AnalyticsViews

Integration services

360 ° CustomerTransaction Views

HistoricalAnalytics

Real TimeAnalytics

CustomerService

CustomerID Mgmt

CustomerLoyalty

Etc.

. . . .D&B M&A

Co-ExistenceTechnique

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

10000 ABC Ltd 390 Baker Rd 34598 98743 65412

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

34577 IBM Inc 983 NY Ave 56789 54321 78902

Global ID = 28110ERP

Party ID

Local ID1

Local ID298743 ABC Ltd 390 Baker Rd

10000 ABC Co 390 Baker Rd

34598 ABC Ltd 390 Baker Rd

10000

ODS

DW

DM

9

AnalyticsViews

360 ° CustomerTransaction Views

HistoricalAnalytics

Real TimeAnalytics

CustomerService

CustomerID Mgmt

CustomerLoyalty

Etc.

Transactional Technique

• 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 • Extended Attributes• High Attribute consistency, High cross systems consistency

WorkflowWS EAI ETL/EII

Integration services

D&B M&A

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

10000 ABC Ltd 390 Baker Rd 34598 98743 65412

Global ID = 28110ERP

Party ID

Local ID1

Local ID298743 ABC Ltd 390 Baker Rd

10000 ABC Co 390 Baker Rd

34598 ABC Ltd 390 Baker Rd

10000

ODS

DW

DM

34577 IBM Inc 983 NY Ave 56789 54321 78902

10

CDH Build Methodology

2

3

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 model

4

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

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

1

1

1

1 1

1

Hub

Spoke

Integration

Broader Architecture

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

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

2

Hub

Spoke

Integration

Broader Architecture

Inbounds

Outbounds

Data Analysis/Master Data Model - Def’s, Models

- Identify Core Attributes and Relationships (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 need applied- Start identifying the logic that we need applied

2

3rd party service

13

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

3

Hub

Spoke

Integration

Broader Architecture

Inbounds

Outbounds

Define Business Logic/Workflows - Identify and map out the

hub based business logic needed- Validate that all Use cases and Data accesses are addressed- Factor in Volatility, Frequency, Velocity- Clearly identify all major Workflows (automated or one’s with human interface)- Dependencies identified- Identify rules logic to be applied at the hub (cleansing rules, so on)- Identify standards to be applied at the hub

3

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

3rd party service

14

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

4

Hub

Spoke

Integration

Broader Architecture

Inbounds

Outbounds

Define Hub/Spoke Participation Model- Identify and define how each spoke interacts with the hub AND with each other (termed participation model)- Cleary identify and define each inbound and outbound behavior in terms of publish, subscribe (provider/consumer)- Remember, we are defining a microcosm of organisms that must now live together (not a silo)

4

3rd party service

15

CDH Build MethodologyOverall/Broader Architecture Participation

5

Hub

Spoke

Integration

Broader Architecture

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 must now fit into the broader universe of your other systems

5

3rd party service

OtherPlatformsand Systems

16

CDH Build MethodologyDefine Governance, Stewardship, Business Org.

6

Hub

Spoke

Integration

Broader Architecture

Inbounds

Outbounds

Define Governance, Stewardship, and Business Organization

- Clearly identify how the MDM of Customer data is managed from the business side (process, workflow, ownership, coordination, and with a liaison into IT – the custodians)

- Create a stewardship model

and organization. This may include a steering committee that acts as a policy maker and compliance arm of this key data category

6

3rd party service

OtherPlatformsand Systems

17

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

Metadata/Model

Hub

Spoke

Integration

Broader Architecture

Inbounds

Outbounds

3rd party service

OtherPlatformsand Systems

Business Logic

Participation ModelBroader 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

CDH Build MethodologyEnterprise Customer Phase I

Hub

Integration

Broader Architecture

Trillium(Cleansing

& Match)

Aprimo

ABC.com

Siebel/CRM

Accounts

AccountsContacts

AccountsContacts

Next Spoke

MatchPublishSubscribeEnrich DNB

(enrichment)

19

CONTACT (Person) ACCOUNT (Organization)

CustomerAccount

CustomerAccountSite

Parties

R17

Enterprise 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 TBD

Location

AccountRoles

- R17

20

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)

21

Questions?

Send me emails at: pbertucci@dbarchitechs.com