ucm functional overview
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Oracle Customer Hub (UCM) Functional Overview
Dan Gilboa01.2012
Oracle Consulting The Leading Consulting group for implementing Oracle products
• Part of EMEA Consulting organization, 17,000+ consultants worldwide• Connected to thousands more through consulting professional communities• Access to world-wide consulting partners and resources• Extensive Global projects experience• Extensive local implementations and roll-outs experience• Direct link to Oracle Development and Oracle Support• Siebel and Siebel UCM Projects
3
“#1 reason CRM projects fail: Data Quality.” “..Fortune 1000 enterprises will lose more money in operational inefficiency due to data quality issues than they will spend on data warehouse and CRM initiatives.” “…recent study cited poor data quality as the biggest inhibitor to successful CRM implementations…” “Only 30% of BI/DW implementations fully succeed. The top
two reasons for failure? Budget constraints and data quality.” “Data integration and data quality are fundamental prerequisites for the successful implementation of enterprise applications, such as CRM, SCM, and ERP.”
האתגר על פי גרטנר
Siebel Universal Customer Master
A comprehensive application used to create, maintain, and distribute trusted customer information that is unique, complete, accurate and synchronized across the enterprise
– Know your customers better– Improve your data quality– Build and utilize your customer insight– Comply with privacy and regulatory
requirements– Reduce data management costs
Data Quality Functionality in a Glance
ProfilingProfiling
Cleansing &Standardization
Cleansing &Standardization
Matching & Merging
Matching & Merging
EnrichmentEnrichment
Understand data status, deduce patterns
NULL מהטלפונים מכילים 30% מהשמות הפרטיים מכילים תו 22%אחד01.01.1111 מתאריכי הלידה הם 18%
ת"א = תל אביב = תל-אביב
רח' = רחוב
DD/MM/YYYYתאריכים =
Spot and correct data errors; transform to std format/phrase
Identify and eliminate duplicates
Attach additional attributes and categorizations
מליון ש"ח50היקף פעילות שנתית
2500מספר עובדים
Functionality
Customer Data example
Feature
שוש לוי = לוי שושנה
דר' דן גלבוע = מר דני גלבוע
6
Data Quality
Profiling
Standardization
Address Validation
Matching
Enrichment
Merging
Data Quality Components
Oracle Data Quality
IDQ Profiling
9.0.1
IDQ 9.0.1
IIR-ASM 9.0.1
IIR 9.0.1
3rd Party (D&B)
OCH 8.1.1.4
Cross Referencing
ERP
CRM
DW
WEB
Legacy
Customer ID:23-3445
Customer ID:GH78GH
UID App ID
1ASCLSCC Legacy A31-32Z
1ASCLSCC Legacy B37-84U
1ASCLSCC CRM GH78GH
1ASCLSCC ERP 23-3445
… … …
Universal ID:1ASCLSCC
Customer ID:B37-84U
Customer ID:A31-32Z
• Stores all customer identifiers for the operational applications connected to UCM
• Provides critical mappings used for data synchronization, reporting, and analytics
• Supports 1-to-many cases in which multiple customer records exist in an application that map to one master customer record
• Based on the Cross eferencing, UCM can publish customer data to interested applications
Partner
Custom
Cross Referencing – Universal Unique Identifier
• UID is generated by UCM to uniquely identify a customer across the enterprise
• UCM publishes the UID to operational applications and data warehouses for data synchronization, reporting, and analytics purposes
• The UID is guaranteed to be unique over the lifetime of the deployment
Leasing
Mortgage
BI
CallCenter
Loan
TreasuryWeb Site
Partner
WEB
# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ
Create “Best” Customer Record – Matching
• Best of breed matching technology embedded from SSA
• Matching on name, address, and other attributes• configurable for other attributes
• Configurable for real time and batch
• Suspect duplicates quarantined for review by the Data Steward
MatchCleanse
DataLoad
IIR
Match Score Calculation
92 82 100 100 70
92 * 8 = 736 82 * 4 = 328 100 * 2 = 200
100 * 2 = 200
70* 2 = 140
736 + 328 + 200 + 200 + 140 = 1604
Weighted Actual
800 + 400 + 200 + 200 + 200 = 1800
Weighted Potential *
= 89.1Weighted Score
Field Pattern Score
Field Weighted
Score
UCM Lower Threshold <= 80
UCM Upper Threshold => 97
Auto LinkCreate New Manual Review
Dan Gilboa 203-56-9820 Hod Hasharon IL 45242
Gilbao Dan 203-56-9802 Hod Hasharon IL 45241
Name SSN City State Zipcode
* Maximum score a field can achieve
Create “Best Version” Process: Merge and survivorship
• Intelligent Merge – create best of breed surviving record by selecting fields from the duplicate records
• Intelligent Update – selectively
update fields for the master record based on confidence rules set for the source of the data
• Automerge duplicates with very high match scores
• Unmerge reverses an erroneous
merge process
Maybe
IIR
Yes
Match
New
Survivorship
Merge
Cleanse
No
Yes
Manual Review
DataLoad
No
Merging by Data Steward (Suspect Match)• For manual review case, a new record will be created with
the “Suspect” (Pending Review) status
• The new record and potential duplicates will be stored in “Existing Duplicates” views for data steward to review later
• The Data Steward can choose to Merge the new record with any of the suspected duplicates or to reject them
• Survivorship decisions can be done by pre-set rules or manually by the steward using “Guided Merge”
Survivorship: Consolidates multiple records into Master
First Mary
Last Smith
Address1 1867 Pierce
Address2 #4
City San Francisco
State CA 94110
Tel. 510-681-1399
ID 117-78-1856
Status Single
Since 1974
First Mary
Last Evans
Address1 1867 Pierce
Address2 #4
City San Francisco
State CA 94110
Tel. 415-437-1790
ID 117-78-1856
Status Divorced
Since 1990
Name Mary
Last Smith
Address1 2333 Harrison
Address2
City Piedmont
State CA 95810
Tel. 415-437-1790
SSN 117-78-1586
Status Divorced
Since 1996
Which last name does Mary use today?
Which address is correct?
Is this her latest phone number?
•The most recent data survives.
Recent
•The oldest data survives.
History
•The data of source system with the highest confidence level survives.
Source
•Indicates the attribute group settings that enable you to configure any supported rules engine to set specific survivorship rules.
External
•The values in Oracle Customer Hub (UCM) will always win over the incoming record
Master
•The values sent by external application into Oracle Customer Hub (UCM) will always win over the values in the existing best version record
Slave
Survivorship Comparison Criteria
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