mdm for customer data with talend

© Talend 2014 1

MDM for Customer Data with Talend Platform for MDM

Jean-Michel Franco

© Talend 2014 2

Agenda

• Talend’s profile

• MDM for Customer Data; what are the business benefits ?

• Talend’s MDM for Customer Dataa

- Overview of the solution

- Our ecosystem (customers, business partners, etc.)

• Demo: Augmenting MDM with a Customer Big Data Platform

• Questions & answers

© Talend 2014 3

Key Facts

• Founded in 2006

• 480+ employees in 7 countries

• Dual HQ in Los Altos, CA and Paris, France

• Open Core business model

• Subscription license

• Services & training

Talend Overview Disruptive Integration

2007 2008 2009 2010 2011 2012 2013

© Talend 2014 4

TALEND ENTERPRISE

Big Data Data Integration ESB

TALEND OPEN STUDIO for

Big Data Data Quality

Data Integration

MDM

ESB

TALEND PLATFORMS

• Bundles of Enterprise technologies

• Advanced features

• Platinum support

• Commercial license

• Subscription model

• Gold support included

• Open source license

• Free of charge

• Optional support

Talend Offerings

BPM

Big Data

Data Management

Data Services

MDM

Enterprise Integration

Hybrid Cloud

© Talend 2014 5

Agenda


• MDM for Customer Data: what are the business benefits ?

• Talend’s MDM platform for Customer Dataa





© Talend 2014 6

Master Data Management is a cornerstone for data-driven processes

Know Your Customer

Know Your Products

Know Your Suppliers

© Talend 2014 7

Talend

MDM

Customers

Suppliers

Products

Assets Agencies Stores

Organiza-tions and Reference

Data

Employees

MDM is about creating and managing the golden records of your business

What ?

(44%)

Who ?

(33%) How ?

(21%)

Where ?

(3%) Number sources : Gartner

© Talend 2014 8

The journey from Data Integration to Information Governance

From a fully IT driven model… …to a federated and collaborative

responsibility model

IT Lines of Business

Evo

lutio

n p

ath

From Data Management… …to Information Governance

© Talend 2014 9

Master Data Management for Customer Data Brings Business Value

What is(are) your business case(s) ?

Shared definitions of Customer data

Collaborative data

governance

Managed Data

Accuracy

Actionability

Real time

recomman-

dations

Personalized

customer

experience

Efficient Service

and claim

management

Fraud Management

Personalized Inbound and

outbound targeting

Compliance and

Trust

MDM

platform

Accessibility

Efficient Service

and claim

management

© Talend 2014 10

Agenda


• MDM for customer Data; what are the business benefits ?

• Talend’s MDM for Customer Data





© Talend 2014 11

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Talend Master Data Management The shortest path to trusted & actionable master data

Model

Explore & Cleanse

Enable stewardship

Consolidate & Enrich

Operatio-nalize

• True multi-domain

• Active data model

• Audit trails and controls

• Real time master

data services

• Enterprise-wide

application access

• Embedded data quality

• Standardization & matching

• Quality analytics and control

• Streamlined data hygiene

• Completely customizable

workflows

• Embedded data integration

• 800+ components &

connectors

• Augment with external data

© Talend 2014 12

Key differentiators

• Single MDM hub, rather than MDM silos

- Holistic: One hub, multiple-domain

- Integrated: Built-in data integration federates applications and 3rd party data

- Connected: Master data services enable real-time MDM

• Fastest time to business benefits

- Rapid: Intuitive and powerful modeling

- Progressive: Start small, expand fast

- Unified: One studio, one repository

• Lowest cost of ownership

- All in one: Single tool set across all MDM dimensions

- Affordable: Predictable pricing

• Ready for Big Data

© Talend 2014 13

Flexible modeling for any party data

Key Capabilities

• Flexible Data Model (XML Based)

• Business Rules (drools) and Data Validation

• Roles Based Access Controls

• Audit trail, rollbacks

• Empowered with search, hierarchies browsing

• Any implementation style is supported

Data

Modeling

capabilit

ies

Info

rmati

on q

uality

managem

ent

capabilit

ies

Busi

ness

serv

ices

and w

ork

flow

functi

onality

Loadin

g,

inte

gra

tion a

nd

synchro

niz

ati

on c

apabilit

ies

Ste

ward

ship

support

and s

erv

ices

© Talend 2014 14

Best of breed and integrated data quality

Key Capabilities

• Intuitive and visual Data Profiling

• Embedded parsing, standardization, reconciling and de-duplication

• Structured, semi structured, structured or multi structured data can be considered

• Strong capabilities for customer data and address management

Data

Modeling

capabilit

ies

Info

rmati

on q

uality

managem

ent

capabilit

ies

Busi

ness

serv

ices

and w

ork

flow

functi

onality

Loadin

g,

inte

gra

tion a

nd

synchro

niz

ati

on c

apabilit

ies

Ste

ward

ship

support

and s

erv

ices

© Talend 2014 15

• Talend MDM architecture for one

of our customer’s landscape

Connected to the IT landscape, batch or real time

Key Capabilities

• Data integration layer with 800+ connectors

• Legacy systems, enterprise applications

• Cloud applications, external sources

• Enterprise class MDM data services through embedded Enterprise Service Bus

Data

Modeling

capabilit

ies

Info

rmati

on q

uality

managem

ent

capabilit

ies

Busi

ness

serv

ices

and w

ork

flow

functi

onality

Loadin

g,

inte

gra

tion a

nd

synchro

niz

ati

on c

apabilit

ies

Ste

ward

ship

support

and s

erv

ices

Integration Services

Data StagingMetaDataRepository

Web Layer

Hybris

TCP/IP - Kereberos

Legend

Customer Data Management – Static Architecture

Integration Services

BatchAdaptors

Real-timeAdaptors

Real time data

services

File based

MasterRepository

@ComRes

ACDS

Pega

Tracs

VisionData Quality Services

Talend Integration Platform

Parsing& enrichment

(Experian)

MatchingServices Batch data

services

Data Layer

Master Data Governance

TalendAdministration

Data QualityDashboard

MigrationAdaptors

Standardisation Services

Inte

grat

ion

Lay

er

ActiveDirectory

SOAP over JMS

GetCustomerDetailsCore

GeCustomerinteractions

CreateCustomer

UpdateCustomer

PublishCustomer

GetCustomerEngagements

GetCustomerProfile

SearchCustomer

MatchCustomer

PublishCustomerMerge

Inte

grat

ion

Lay

er

MatchCustomerBulk

SOAP over Http

Talend ESB

• Examples of business connectors

© Talend 2014 16

Business Process Management

Key Capabilities

• Visual modeling of data gov. processes

• Multi-Lingual Support

• Custom Form Designer

• Delegation of Tasks

• Real-time Follow-up and Alerts, Real-time Activity Monitoring

• Business Activity Monitoring Dashboards

Data

Modeling

capabilit

ies

Info

rmati

on q

uality

managem

ent

capabilit

ies

Busi

ness

serv

ices

and w

ork

flow

functi

onality

Loadin

g,

inte

gra

tion a

nd

synchro

niz

ati

on c

apabilit

ies

Ste

ward

ship

support

and s

erv

ices

© Talend 2014 17

Web-based assistants and browsing interfaces for data stewards

Key Capabilities

• Stewardship console to organize data stewardship tasks by roles and users.

• Complete Web interface with embedded search engine to read, create, update and delete the master data.

• Survivorship and de-duplication of record.

• Audit trail for all operations performed on data resolution and integrity tasks

Data

Modeling

capabilit

ies

Info

rmati

on q

uality

managem

ent

capabilit

ies

Busi

ness

serv

ices

and w

ork

flow

functi

onality

Loadin

g,

inte

gra

tion a

nd

synchro

niz

ati

on c

apabilit

ies

Ste

ward

ship

support

and s

erv

ices

© Talend 2014 18

Data marketplaces and

third-party providers

A Platform for Total Data Management A

pp

lication

In

tegration

Data Governance Team

CRM

Implementation team

Billing ERP

LOBs users

Address Mgmt

Exchanges

E-com-merce

© Talend 2014 19

Talend Data Governance solutions are recognized by independant industry analysts

Data Quality (Gartner)

MDM (Forrester)

Customer MDM (Gartner)

© Talend 2014 20

Agenda



• Talend’s MDM for Customer Data





© Talend 2014 21

Sample of our customers by MDM domain

Customers, members

citizens, patients…

Product and assets Organization &

Reference Data Mgmt

Parties (employees,

suppliers)

Multi domain

© Talend 2014 22

Customer case in Travel & Transportation: Bring

Actionable Customer Data across Touch Points

Challenge:

• Increasing competition from online agencies

• Drive a consistent view of the customer

across retail, online, and contact centre.

Why Talend:

• Ability to quickly create an integrated view of 15 million customers

• Real time integration to improve customer experience across touch points

Value:

Faster and more tailored service to customer

High touch local support with customer intimacy

© Talend 2014 23

Customer case: Taking care of the most precious

resource in a local government institution: the children

Challenge:

Need a single view of a child to provide top quality services and value for money on a one to one basis for the county's 2100.00+ children and their family

Why Talend:

• MDM masters the cross references between public services (education, social care…) and orchestrates data governance to effectively match, merge and un-merge incoming records.

• Complex Data Integration and Data Quality load routines provide sophisticated fuzzy matching.

Value:

Improved public service provided for child protection, through a shared knowledge of each child situation and context

© Talend 2014 24

Customer case: Re-engineering member relationship in a heavily regulated environment

Challenge:

• Disconnected systems and manual processes

• New member enrollment increasing from

hundreds to thousands a month

Why Talend:

• Quickly integrate and cleanse data to get a unified view of the customer

• Ability to comply with HIPAA standard • Ability to support cross system processes with

BPM and application integration

Value:

Grew membership by +250% in less than a year without increasing acquisition cost

Improved customer service through real time data exhanges with Partners and Regulatory

© Talend 2014 25

Nurturing our ecosystem to deliver on the promises of MDM

Business blueprint

Proof of concept

Imple-mentation

Go live a support

Continuous improvement

Talend MDM deep experts provide deep expertise at the key phases of MDM initiatives (POC,

architecture design, solution watch, go live checks) . e.g: Synotis, Artha Data Solutions

1

2

MDM program partners deliver end to end MDM programs. They have the capacity to deliver large projects with an affordable delivery model. They provide deep industry expertise and packaged offerings . Example : Virtusa, Bearing Point, Osscube, CGI , Micropole

Note: consider categories as roles; one partner may have multiple roles, depending on each customer situation

3

OEM or technology partners provides additional software . Technology partners provides add-ons. Example : Loqate, Melissa Data, QAS, Un iserv OEM partners use our MDM in the context of their enterprise application. Exemple : Kiva Group

4

MDM thought leaders help design the MDM program and establish the data governance org. for sustainable deployment of MDM programs ; e.g : Bearing Point, CGI Consulting, 1st San Francisco partners

© Talend 2014 26

Zoom on an OEM partner: KIVA Group, Inc.

Background:

• Founded in 1995; Corp. offices in Bedford NH, Sales offices in Texas and Egypt.

• KIVA Respect is a multi-channel CRM solution for retail financial institutions, and credit unions

• Manages transaction processing, sales and service and customer experience across customer touch-points

Why Talend MDM ?

• Real-time synchronization of multiple customer databases across multiple groups.

• Data governance ensures accurate customer data together with security and control related to its access and updates.

KIVA Group client rolls out unified CRM

• Reengineers customer interactions at contact center

• 400 users, 42000 interactions per month

© Talend 2014 28

Multiple customer touch points, but broken customer journeys

Demonstration : building the foundations for the customer data platform

Customer Data

Platform

Tradi-

tional

MDM

© Talend 2014 29

Building the “customer data platform” to get a true Customer 360° view

Customer Data Platform explained

Customer Data

Platform

Key capabilities • Use MDM to manage on line

customer identities, in real time

• Reconcile on-line and off-line identities to enrich the 360° with Big Data (intentions, sentiments…)

• Leverage data governance capabilities to manage privacy

Demo • Use MDM to manage master

record related to online visitors

• Match the “traditional” customer master with the visitor ID whenever applicable

• Establish Data Governance to manage customer opt-in / opt-out for personalization and privacy management

• Connect Big Data with MDM to link customer analytics and clickstreams.

© Talend 2014 30

Underlying architecture for the demo

Standard

Reports

Ad-hoc

Query Tools

Web Analytics & targeting

Legacy System

External Data

Sources

Web and online Apps

Online Visitor

Master data

Account

Master data

Customer

Master data

Data integration

With MDM

Data matching

With MDM

Data Quality and

governance

With MDM

Data enrichment

With MDM

CRM

Salesforce.com

Data Services

With MDM

© Talend 2014 31

Summary

Single MDM hub, rather than MDM silos • Holistic: One hub, multiple-domain

• Integrated: large set of applications are supported

• Connected: Master data services enable real-time MDM

Fastest time to business benefits • Rapid: Intuitive and powerful modeling

• Progressive: Start small, expand fast

• Unified: One studio, one repository

Lowest cost of ownership • All in one: Single tool set across all MDM dimensions

• Affordable: Predictable pricing

Ready for Big Data

Contact us:

[email protected]

Learn more:

www.talend.com.p

roduct/mdm

mailto:[email protected]

mdm for customer data with talend

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talend mdm architecture