Holistic Trusted 360 View 20130917-3

2013 IBM CorporationSeptember 17, 2013

A Holistic, Trusted 360 View of Your Data

Priya Krishnan, IBM InfoSphere MDM Product ManagementMark Myers, Senior Product Marketing Manager, IBM InfoSphere Data Explorer

2013 IBM Corporation

Available data is growing in volume, velocity and

variety

2

Transactional & Application Data

Machine Data Social Data

Volume

Structured

Throughput

Velocity

Semi-structured

Ingestion

Variety

Highly unstructured

Veracity

Enterprise Content

Variety

Highly unstructured

Volume

Today the worlds data is doubling every two years. Are you ready?


Disruptive forces impact long standing business

models AND create new opportunities

3

Data is the new oil.Data is just like crude.Its valuable, but if unrefinedit cannot really be used. Clive Humby

We have an economy based on a resource that is not only renewable, but self-generating. Running out is not a problem, drowning in it is. John Naisbitt

Shift of power to the consumer

Pressure to do more with less

Proliferation of big data

2013 IBM Corporation4

Transaction Systems

Web, e-business and SOA

New Era Analytics

P

l

a

t

f

o

r

m

s

1960-1980s 1990-2000s 2010s

Mainframe, IMS and CICS

WebSphere Big Data

Platform

IBM recognizes this as a major transformation

IBM is taking a holistic, integrated approach to big

data

5

Almost all big data use cases require an integrated set of big data technologies to address the business pain completely

Reduce time and cost and provide quick ROI by leveraging pre-integrated components

Provide both out-of-the-box and standards-based services

Start small with a single project and progress to others over your big data journey

The Whole is Greater than

the Sum of the Parts

Accelerators

Information Integration &

Governance

Data Warehouse

Stream Computing

Hadoop System

DiscoveryApplicationDevelopment

SystemsManagement

Data Media Content Machine Social

BIG DATA PLATFORM


Improving the customer experience by better understanding

behaviors drives almost half of all active big data efforts

Customer-centric outcomes Digital connections have enabled

customers to be more vocal about expectations and outcomes

Integrating data increases the ability to create a complete picture of todays empowered consumer

Understanding behavior patterns and preferences provides organizations with new ways to engage customers

Other functional objectives The ability to connect data and

expand insights for internally focused efforts was significantly less prevalent in current activities Total respondents n = 1061

Big data objectives

Top functional objectives identified by organizations with active big data pilots or implementations. Responses have been weighted and aggregated.

Customer-centric outcomes

Operational optimization

Risk / financial management

New business model

Employee collaboration


The key is to leverage all the data

7

But how do you find

the signal from the

noise?


MDM and Data Explorer

20

8


Business ContextAccount number, customer type, purchase history, @

Professional LifeEmployers, professional groups, certifications @

Legal/Financial LifeProperty, credit rating, vehicles, @

Contact InformationName, address, employer, marital@

LeisureHobbies, interests @

Social MediaSocial network, affiliations, @

A customer is a puzzle made up of many pieces

9

Every interaction

requires someone

to piece together

parts of the

puzzle

Information about

your customers is

dispersed, forcing

your employees

to extract it piece-

by-piece


How do we deliver a holistic view to the users who need it?

10

External Content (Twitter, News

Feeds...)

Internal Content (CRM, Warehouses,

ERP, ECM...)

I am monitoring all angles yet I cant connect the dots.

I dont know what I dont know where

is my business exposed?

I cant unlock the value in my data to drive

economic value to my business.

Innovation is falling short as I am unable

to see the full research picture.

I cant find the right answers fast

enough to support my customers.

?

Unlock the value of information when users need it most

11

Create unified view of ALL information for real-time monitoring

Identify areas of information risk & ensure data compliance

Analyze customer data to unlock true customer value

Increase productivity & leverage past work increasing speed to market

Improve customer service & reducecall times

InfoSphereData Explorer

Data access & integrationIndex structured & unstructured datain placeSupport existing security Federate to external sourcesLeverage MDM and governance

Discovery & navigation Leverage taxonomies and metadata Clustering & categorization Contextual intelligence Easy-to-deploy applications All at big data scale

Providing unified, real-time access and fusion of big

data unlocks greater insight and ROI


MDM delivers trusted customer information

Account/Policy Centric

MDM

Customer Centric

Inconsistent customer experience, poor service

Missed opportunities

Minimal understanding of relationships

Consistent customer experience

Recognize cross-sell/up-sell opportunities

Understand relationships and hierarchies for BI


Disconnected Product

Information

Streamlined Authoring

& Access

No collaborative authoring of products

Lack of a single view of products

No synchronization with up/downstream applications

No ability to publish to commerce sites or product catalogs

Collaboratively author, aggregate and distribute product information

Align with and enforce existing business processes

Access to consistent product information

Product factory build process (assembly of products)

MDM delivers trusted product information


MDM and big data must work together

Master Data

Management

Core Big Data

Technologies

MDM creates

context for big data.

MDM system provides

trusted information and

operationalizes

insights from big data

Big data creates

context for MDM.

Big data provides new

insights from social

media and other sources

for citizen/criminal

profile

Enhanced 360 view of the customer

Requirements

Create a connected picture of the customer

Mine all existing and new sources of information

Analyze social media to uncover sentiment about products

Add value by optimizing every client interaction

Value Proposition MDM creates an accurate and

consistent view of customer.

Organizations link unstructured content from external sources to the golden record for the enhanced 360 degree view.

Optimize every customer interactionby knowing everything about them


360 view of a customer

Contact

information from

MDM and CRM

List of past purchases by

this contact from order

tracking system and MDM

Consolidated list of products

owned based on account affiliation

determined by MDM

Information about

contact from external

sources

Recent conversations

from multiple sources:

e.g., CRM, e-mail, etc.

MDM ensures consistency,

accuracy and reliable identiy

across all sources


Enhanced 360 View answers questions that require multiple systems

17

WikiExperts

What should I know before calling her for renewal? Social

Media

What marketing materials should I send? Support

Ticketing

Whats going on with this customer TODAY? External

Sources

What products can I upsell this customer? CRM

How can we increase engagement with her? Supply

Chain

Email

How can we get more customers like her? Content

Mgt.

What impact will inventory have on her? DBMS

Fusion of data from

multiple systems enables

deeper insightsnot just

facts

Fulfillment


CRM

J Robertson

Pittsburgh, PA 15213

35 West 15th

Name:

Address:

Address:

ERP

Janet Robertson


35 West 15th St.

Name:

Address:

Address:

Legacy

Jan Baker


36 West 15th St.

Name:

Address:

Address:

SOURCE SYSTEMS

360o View of Party Identity

Janet

35 West 15th St

Pittsburgh

Robertson

PA / 15213

F

48

1/4/64

First:

Last:

Address:

City:

State/Zip:

Gender:

Age:

DOB:

InfoSphere MDM

BigInsights Streams Warehouse

Unified view of partys information

InfoSphereData Explorer

IBMs MDM capabilities enrich information about business entities

A true 360 view leverages information access and MDM

Enhanced 360 View secret sauce

Data Explorer Index

Fusion of data and

analytics from

multiple sources

InfoSphere Data Explorer

Enhanced 360 Degree View

Application InfoSphere Master Data Management

Analytics


Making each investor feel like theyre #1Large brokerage and financial

services firm

Leading provider of workplace and individual retirement savings plans, mutual funds and other financial products for 20 million customers

Secure access to over 30 different silos to empower agents to engage high-value customers to promote up-selling and cross-selling

20


Improve 360 degree view of

customers and organizations

A big data problem due to volumes and sentiment analysis

Big data scale 1.5B+ customer records 20 systems 20% annual growth in records Generates over 300K duplicates daily

Sentiment analysis Intermediary Social Hub collects all

social data and generates a SNAP (Social Network Advocacy Pulse) score

Scoring linked to on premise customer information, and used to help guide customer interactions


Industry Use cases-Financial Services-Healthcare-Retail-Government

2013

22


Insurance

Claims Fraud

Customer Retention

Catastrophe Modeling

Banking

Optimize Offers and Cross Sell

Contact Center Efficiency

and Problem Resolution

Payment Fraud Detection & Investigation

Counterparty Credit Risk Management

Telco

Pro-active Call Center

Network Analytics

Location Based Services

IT/Network Infrastructure Transformation

Smarter Campaigns

Energy & Utilities

Smart Meter Analytics

Distribution Load Forecasting/Scheduling

Condition Based Maintenance

Create & Target Customer Offerings

Media & Entertainment

Business process transformation

Audience & Marketing Optimization

Multi-Channel Enablement

Digital commerce optimization

Retail

Actionable Customer Insight

Merchandise Optimization Playbook

Dynamic Pricing

Travel & Transport

Customer Analytics & Loyalty Marketing

Capacity & Pricing Optimization

Predictive Maintenance Analytics

Consumer Products

Optimized Promotions Effectiveness

Micro-Market Campaign Management

Real Time Demand Forecast

Government

Threat Prediction and Prevention

Social Program Fraud, Waste and Errors

Tax Compliance - Fraud and Abuse

Crime Prediction & Prevention

Healthcare

Measure & Act on Population Health

Engage Consumers in their Healthcare

Automotive

Data Warehouse Optimization

Predictive Asset Optimization (PAO)

Actionable Customer Intelligence

Connected vehicle

Life Sciences

Increase visibility into drug safety and effectiveness

Chemical & Petroleum

EDW Smart Consolidation & Augmentation

Operational Surveillance, Analysis & Optimization

Engineering & Operational Data Exploration & Mining

Aerospace & Defense

Uniform Information Access Platform

Data Warehouse Optimization


Electronics / Industrial Products

Channel Driven Customer Analytics (CDCA)


Big data & MDM use cases across industries


Financial Services

2013

24


Investment Services

25

Role : Chief Marketing OfficerCompany : Portfolio InvestmentScenario : CMO trying to assess investment

opportunities based on Customer Life Trigger events

1. New Data segments identified by Data and market analysis women with 2 or more children between 8 and 12, family income is above $150,000/year, growing cash accounts, and a track record of large investments

2. CMO now has a subset of potential customers( from MDM) as targets and can drill down and look at individual profiles

3. Individual Customer Janet- her transaction history, contact information (including her masked credit cared number), twitter data and chat history, as well as structured information like contact and household details.

4. Data from unstructured sources show Janets propensity to invest in the future and data from MDM gives a solid foundation to trust the investment portfolio of Janet.

5. With all this information on a single page, the CMO is able to confirm the hypothesis of his team and make a confident decision

Data Sources

Customer profiles MDM

Janets contact & HH information

MDM

Recent transactions

Aggregated frommultiple sources

Customer Feed Email database

Product Portfolio MDM

Campaign Information

Campaign Database

Customer Sentiment

Social Media


CMOs homepage

2013

26

Candidate List from MDM


Individual Customer page

2013

27

Customer trusted Information from MDM

Transaction source from DE

Product info from MDM

Unstructured content fromCampaign Database

Customer feed from unstructured source


HealthCare

2013

28


Health care Scenario

29

Role : Call Center RepCompany : Consumer oriented Healthcare Payer or ProviderScenario : Healthcare Rep gets a call on a particular Claim from a

consumer. The 360 view provides comprehensive and complete customer information

1. Using the trusted Information from MDM, a customer service rep is able to search for a customer and be sure that the system returns the right person

2. Customers information from other nonMDM sources such as a Claims Database and her recent transactions show the Representative a view of the latest information

3. A summary of Provider information, health Risk score and Clinical Data summary allows the representative to quickly assess any further medical analysis on this customer and claim in question

4. The rep is able to make notes and alerts based on this information to avoid future costs

5. Without the 360 view , the representative will have to access multiple systems to get similar information, while the customer waits on the call.

Data Sources

Customer Critical Information

MDM

Available Plans Plan Administrative System

Recent visits and transactions

Multiple sources aggregated

Clinical Data Summary

Clinical Data Hub

Health Risk Score SPSS

Providerinformaiton

MDM

Claims Information

Claims Database

2012 IBM Corporation 2013

30

Conditions

EXCEL HEALTH

Hom

e

Jan Robertson Logged in as Juanita Ramos I Help

Claims

Date Facility Department Reason

2013-06-05

Peak Hospital Cardiology ED Referral

2013-06-05

Peak Hospital Emergency Dept Erratic heart beat

2013-06-02

Hill Physicians

General Practice Lethargy

2013-05-14

Dr Jones Assoc

Cardiology Routine check-up

Recent visits

Personal Information

Janet Robertson ID R3245632

Janet Davis-Robertson

3216 Norland Ave.Sacramento, CA [email protected]

Contact Information

Additional Profile

Sentiment History

Yelp

Excel Health Good, responsiveDr Jones Cardio: Poor, slow

Interactions

Provider Specialty

Mary Jacobs, MD Primary Care

Angela Tan, NP Wellness

Dr Andrew Jones Cardiology

Dr Bob van Eyck Geriatrics

Care team

Date Time Channel Interaction Resolution

2013-06-02 12:44 Provider Explanation of benefits

2013-06-03 21:20 Online Checked claim status

2013-06-04 14:22 Mobile Chat Claim question Resolved.

Customer

satisfied

2013-06-05 15:39 Text Outbound Text message - Verify

medication adherence

Verified

2013-06-05 21:16 Online Viewed Wellness products

2013-06-06 09:22 Email Inbound email. Customer

upset re co-pay amount

In queue

Id Amount Status Date

93 $323 Open 5/4/13

58 $4305 Paid 3/2/13

Risk Score

LV 77

Campaigns

Showing: All Interactions By Channel By Date By Author

Item/Time Action Detail

Complaint

email

09:22

Contact

provider

Household

Alerts

Name Date Channel

Heart First

2013-06-06 Outbound CC

Healthy Living

2013-04-15 Email

Plan Year Deduct

Medicare 65B 2013 - $147

PPO Gold 1K 2010 - 12 $1000

Chiro-Acu Plus 2011 - 12 N/A

Plan Information

Name Relationship

Mark Davis Spouse

June 06, 2013 09:23

Detail

Problems Allergies Medications Diagnostics

Heart Disease Penicillin Atorvastatin HbA1c = 6.6%

Diabetes Gemfibrozil LVEF = 49%

Metformin

Unstructured customer interaction data analyzed by BigInsights and updated in MDM

Clinical Summary from EHR / HIE / MDM Clinical HubHealth Risk Score calculated by SPSS on PDA

Plan info from Plan Administrative System

Householding Info from MDM

Consumer Info from MDM

Information from all sources aggregated by Data Explorer

Customers Physician Relationships from MDM


Retail

2013

31


Sporting Goods

32

Role : Marketing ExecutiveCompany : Sporting Goods/RetailScenario : Assess market and product specific

information to make significant strategic decisions on products, direct marketing techniques and investment strategies

1. A quick overview of sales and marketing campaign shows decline in sales inspite of successful campaign

2. Data from multiple aggregated sources show consumer club has stopped Golf sale. The issue has been bubbled up to the attention of the executive and he can begin to understand why

3. A targeted marketing line called Golf Pro Bag shows all the information from MDM about this particular product. This gives confidence about the trustworthiness of the product and its associated attributes

4. Customer complaints and sentiments from other data sources expose a weatlh of information about this product

5. Using all this information, the executive can change the strategy about Consumer Club dropping the golf line and take corrective actions

Data Sources

Product Sentiment Vs Sales

Cognos BI reporting

ProductInformation

MDM

ProductTransaction

Aggregated transactionalsource

Customer support Customer Support Database


Product info from MDM Product Transaction

history

Email related to the product

Cognos BI reporting against Sentiment Analysis

Retail Industry Use case


Government

2013

34


London XXX Council

35

Role : Council WorkerCompany : London XXX councilScenario : Search for a particular citizen in that

council and get a 360 view of issues, complaints and resolutions, while providing a real time update on the citizen interaction with the system

1. The council worker searches for Dave Thatcher. The MDM system brings back a set of Citizen matching records.

2. Council worker can then select the right person and see all related trusted MDM information , including Householding

3. Clicking on the Household information shows all members related ( from MDM relationships) and other information such as maps pulled from external sources

4. Information from internal sources such as emails and SharePoint can also be linked on this page

5. The council worker can directly update the activity feed in real time and it will show up in his home page, which aggregates his contact list ( From MDM) Eg: Update of a phone complaint can be logged into this feed and will show up on the home page

Data Sources

Citizen name,contact and other information

MDM

Household Information

MDM

Emails, sentiment analysis

Sharepoint, email internal database

Customer issues Aggregated from multiple sourcesand shown as a graph


Citizen Page


Household Information

37 Go to 'View > Header and Footer' to change this footer text to the event title


Home Page for Council worker

38 Go to 'View > Header and Footer' to change this footer text to the event title


IBM InfoSphere MDM and InfoSphere Data Explorer combine to give a holistic view

InfoSphere Data Explorer

Find and navigate customer

information regardless of

format or where it is stored

Enable discovery and

navigation

Present a unified view,

combined with analytics

InfoSphere Master Data

Management

Ensure consistency and

accuracy of customer and

product data

Uncover relationship links in

customer information

Distribute trusted information


THINK

40

Documents

Holistic Trusted 360 View 20130917-3