© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management

KC Wu

Vice President, Information Technology

Business Intelligence & Data Services

How Cisco Turned Data into a Corporate Asset

11

© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management 2

Agenda

Business Intelligence and Data Services in Cisco IT

Cisco’s Journey through MDM Maturity

Business Value

© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management

Business

Technology

Business and Technology Platforms –deliver the services that enable business capabilities.

IT Enablement Platforms

Business Models

Platform Building BlocksNetwork as the Platform

User ExperienceFlexible Delivery

Leveraged Capability

Business Capabilities

Business Processes

Business Services

Ente

rpris

e D

ata

B

usin

ess

Inte

llige

nce

Iden

tity

Man

agem

ent

© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management 4

Systems Landscape

Marketing Call Center iStore

Sales CRM

Marketing Campaign

MgmtOrder Mgmt

FinancialsSupply Chain Mgmt.

Services

Oracle

Business Transactions Applications

Oracle MDM

Customer Data Hub

Product Information

Management

Customer Intelligence

Sales Analytics

Oracle

Reporting & Analytics

Financial Reporting

Data Warehouse

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Cisco’s Data Foot Print

Data Warehouse

24+ TB

Customer Registry

17M+ Companies Sites 25M+ Contacts

ERP

Customer Accounts = 3M+ Item = 3.3M+ Service SKU = 500K+

Product Item Management

Number of Items / Products = 61K+ (end state ~ 500K+)

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Identity & Access Management

Enterprise Data ManagementFrom Data to Insight

DataMaster Data – Shared across Transactional apps, e.g.

Customer, Item, Identity & Access

InformationTransactional Data &

Reporting

KnowledgeAnalytical Data,Operational &

Analytical Intelligence

InsightStrategic & Predictive

Intelligence

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Unaware

Problem? What

problem?

Aware

No vision, but, yes, we do have a

problem …

Reactive

No vision.Firefighting

is the answer!Isolated,

bottom-up initiatives

Proactive

OK. Let's do something (at the silo

level)

Silo-orientedsolutions

Managed

A unifying vision

emerges (with high

level sponsorship)Enterprise wide MDM program

Optimized

MDM is the way we do

things around hereManaging

master data as an assetContinuing to learn and

improve

MDM Maturity ModelWhere is Cisco on the Gartner maturity Model?

Source: Gartner

0 1 2 3 4 5

Incr

easi

ng M

atur

ity o

f MD

M

Level of MDM Maturity

Prior to 2000 2008 2010Cisco’s Journey

2007

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Analytical MDMPrior to 2006

Dat

abas

es

Data Warehouse

MDM

Manage Deal Manage Quote

Manage Order

Manage ServicePr

oces

s M

anag

emen

t

Establish Partner Relationship

Establish Contractual Relationship

Establish Commerce

Relationship

Increasing reporting accuracy Driving increased revenue

Reactive

Cus

tom

er

Inte

ract

ion

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Data Warehouse

MDM

MDM Services Integration2006-2008

MD

M S

ervi

ces

Manage Deal Manage Quote

Manage Order

Manage Service

Establish Partner Relationship

Establish Contractual Relationship

Establish Commerce Relationship

Data Quality and Governance

Manage Partner

Manage Customer

Manage Contact

Manage Relationship

Manage Heirarchies

Proactive Increasing reporting accuracy Driving increased revenue

Moderate increase in operational efficiency Reducing integration costs

Proc

ess

Man

agem

ent

Cus

tom

er

Inte

ract

ion

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Data Warehouse

MDM

Transactional (Operational) MDM2008 and beyond

MD

M S

ervi

ces

Manage Deal

Manage Quote

Manage Order

Manage Service

Establish Partner Relationship

Establish Contractual Relationship

Establish Commerce Relationship

Increasing reporting accuracy Driving increased revenue Improving operational efficiency

Reducing IT & Business costs Enhancing customer service and experience Increase in business agility

MDM Process & Governance

Manage Partner

Manage Customer

Manage Contact

Manage Relationship

Manage Heirarchies

MDM Process & Governance

Managed

Optimized

Proc

ess

Man

agem

ent

Cus

tom

er

Inte

ract

ion

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Business Value of MDMMDM Foundation enables Decision Making Advantage

Business operation reporting through single source of truth and standard data definition Enterprise wide

operational and analytical intelligence

Improve business effectiveness

Capture data through interaction Thread data through

transactions 360 view of a

Customer, Product or Sales order life cycle.

Improve customer experience and

partner productivity

Leverage information across business units for predictive modeling and strategic planning Identify new

opportunities through business intelligence

Grow the Business

Know your Customers

Understand your business

Expand your Business

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