1 1

Business Intelligence (BI) Capability MDM - Customer Data Hub Prepared By : Bhawani Nandan Prasad

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

eStore Orders

Credit Card Processing

Mktg Apps

Customer Segmentation

& List Generation

Marketing Campaigns

Marketing Performance

Cleansing/De-duping

Lead Routing

Predictive Modeling

Forecasting

Whitespace Campaign Planning

Customer Profiling

CRM/PRM Opportunity/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 Center Sub Customers

Service Requests

Agreements, Contracts

Electronic Fulfillment,

Activation/Registration

Ste

rlin

g

ED

I

ERP Assets Mgmt, Entitlements, Procurement

Incentive Programs

AOE Single OE

Partner Center (service)

Service/Contracts

Renewal Opty

(int/channel)

Marketing Sales Service Sales Fulfillment

Market

Contacts /

Responses

Leads

Opportunities /

Deals

Quotes

Orders

Fulfillment

Registration

/ Activation

Service /

Support

Renewals

4

Business Processes & Systems (DATA)

CONTACT OPPORTUNITY

PROSPECT

CUSTOMER LEAD CUSTOMER

PARTNER

PRODUCT & PRICING

ORDERS

CUSTOMER PROFILE/SEGMENTATION

OPPORTUNITY

ASSETS/ENTITLEMENTS

CONTRACTS / AGREEMENTS

SUBSCRIPTIONS

QUOTES

COMP PLANS/QUOTAS

COMMISSIONS

SALES TERRITORY/GEO

DEALS

REGISTRATIONS/ACTIVATIONS

Parent

(Company) Account

Campaign/

Event

Marketing Sales Service Sales Fulfillment

Market

Contacts /

Responses

Leads

Opportunities /

Deals

Quotes

Orders

Fulfillment

Registration

/ Activation

Service /

Support

Renewals

5

MDM Customer

Data

Auditing

Customer

Data Model

Hierarchy

Mgmt

Data

Standardization

Data

Cleansing

Data

Purge/Arch

Data

Recognition

Data

Enrichment

Business

Rules

. . . .

ERP

D&B M&A

Siebel

Partner

• Governed/Owned

by the Business

(steward)

• Technically enabled

by IT (custodian)

Must have a Customer

Identity Strategy!

SFDC

6

Analytics

Views

Customer Data Hub’s by Segment

360 ° Customer Transaction

Views

Historical

Analytics

Real Time

Analytics

Customer

Service

Customer

ID Mgmt

Customer

Loyalty

Etc.

Consumer

Enterprise

Partner/Channel

“Other”

Sales

Entity

7

Workflow

WS EAI ETL/EII

Analytics

Views

Integration services

ODS

360 ° Customer Transaction

Views

Historical

Analytics

Real Time

Analytics

Customer

Service

Customer

ID Mgmt

Customer

Loyalty

Etc.

DW

. . . .

ERP

D&B M&A

Registry

Technique Local 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

Workflow

WS EAI ETL/EII

Analytics

Views

Integration services

360 ° Customer Transaction

Views

Historical

Analytics

Real Time

Analytics

Customer

Service

Customer

ID Mgmt

Customer

Loyalty

Etc.

. . . . D&B M&A

Co-Existence

Technique

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 = 28110 ERP

Party ID

Local ID1

Local ID2 98743 ABC Ltd 390 Baker Rd

10000 ABC Co 390 Baker Rd

34598 ABC Ltd 390 Baker Rd

10000

ODS

DW

DM

9

Analytics

Views

360 ° Customer Transaction

Views

Historical

Analytics

Real Time

Analytics

Customer

Service

Customer

ID Mgmt

Customer

Loyalty

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

Workflow

WS 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 = 28110 ERP

Party ID

Local ID1

Local ID2 98743 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/Define

participation model 4

Overall/Broader

architecture participation 5

Define Governance,

Stewardship, business org

Define Business

logic/workflow

6

7 Build/Deploy

Hub

Spoke

Integration

Broader

Architecture

7

3rd party

service

11

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

1

1

1

1 1

1

Hub

Spoke

Integration

Broader

Architecture

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 Methodology Data Analysis/Master Data Model ** HUB **

2

Hub

Spoke

Integration

Broader

Architecture

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 Methodology Define Business Logic/Workflow ** HUB **

3

Hub

Spoke

Integration

Broader

Architecture

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 Methodology Define Participation Model ** HUB/SPOKE **

4

Hub

Spoke

Integration

Broader

Architecture

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 Methodology Overall/Broader Architecture Participation

5

Hub

Spoke

Integration

Broader

Architecture

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

Other

Platforms

and Systems

16

CDH Build Methodology Define Governance, Stewardship, Business Org.

6

Hub

Spoke

Integration

Broader

Architecture

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

Other

Platforms

and Systems

17

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

Metadata/Model

Hub

Spoke

Integration

Broader

Architecture

3rd party

service

Other

Platforms

and Systems

Business Logic

Participation Model Broader 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 Methodology Enterprise Customer Phase I

Hub

Integration

Broader

Architecture

Trillium

(Cleansing

& Match)

Aprimo

ABC.com

Siebel/CRM

Accounts

Accounts

Contacts

Accounts

Contacts

Next Spoke

Match

Publish

Subscribe

Enrich DNB

(enrichment)

19

CONTACT (Person) ACCOUNT (Organization)

Customer

Account

Customer

Account

Site

Parties

R17

Enterprise Customer (Hybrid-Party Model)

Contact

Profile

Account

Profile

GROUP

Agreements Agreement

Contacts

Agreement

Role

Agreement

Role

Types

GEO Unit

GEO Unit

Relationship

Geo

Structure

Geo

Level

Account

Role

Types

Account

Contact

Contact

Roles

Contact

Role

Types

Relationships

Hierarchies

Agents/Partners

Relationship Types

External

Enrichments (D&B, etc)

Hierarchy

Level

Hierarchy

Types

Product Authorization

Product Authorization

Types

Product Authorization

Groups

Contact

Preferences

Account

Types

Account

Type

Types

R18 TBD

Location

Account

Roles

- 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

Extended

Attributes

“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: Bhawani.prasad@agreeya.net