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©2014 Talend Inc.
Creating the Golden Record that Makes Every Click Personal
Presented by Jean-Michel Franco and
David Wilmer
2
Welcome
• This presentation is available as an online webinar at the following URL: https://info.talend.com/en_mdm_360view_customerdata.html
3
Connecting the Data-Driven Enterprise
Data-Driven companies…
• 23 times greater customer acquisition
• 6 times greater customer retention
• 19 times more profitability
5
Master Data Management is a cornerstone for data-driven processes
Know Your Customer
Highlight Your Products
Trust Your Suppliers
6
“Customer Data” is everywhere
Centralized Cloud Big Data Social, Mobile
Return On
Information (ROI)
Value
Time
7
Companies struggle to reconcile their data
And the data gap seems insurmountable
Of contact Data Is inaccurate
25%
Of marketing orgs do not have a customer 360° view across
channels
65%
Of contact Data had at least 1 change
in past 12 months
71%
Sources: Sirius Decision, Integrate, Experian,Garnter, Privacy Clearinghouse, Target Marketing, Forbes insights
Personal records compromised in the US since
2005
534M
Annual financial impact of bad data quality per org.
14M$ 34
Data sources make-up “customer data”
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Creating the golden record that makes every click personal
There must be a way
Transform customer facing tasks into data driven process :
1. Collect data across touch-points
2. Transform into a 360°view
3. Turn data into insights with segments, scores, forecasts and recommendations
4. Connect in real-time with your customer and take action
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2. Connect customer data across touch-points From Customer Master to the Customer Data Platform
Customer Data
Platform
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Example: Creating the Customer 360° with Big Data
2. Connect customer data across touch-points
Source : Intelligent Business Strategy
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Reconciling the customer journey, and guiding the next steps
3. Augment, and turn data into insights
Customer Timeline
Opt for the
loyalty card
Click to opt
For the promotion
Receive a
promotion
Order
online
Post a claim
Connect to free
Wifi On store
Compare
Price with amazon
Buy the product
Get a real-time
offer
Next best Action
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Talend Master Data Management The shortest path to trusted & actionable Customer data
Model
Explore & Cleanse
Enable Stewardship
Consolidate & Enrich
Operationalize
• Total flexibility (-> your customer
data, rules & processes)
• Active Data Model (including
embedded controls and role
based access, data propagation
and audit trails)
• Manage customer data in
real time
• Bring customer data to
the customer touch points
and customer facing
processes and apps.
• Profiling and parsing of
unstructured, semi
structured
• Powerful matching and
contact management
capabilities
• Organize the daily tasks
for manual data curation
• Orchestrate collaborative
data governance
• Create the golden record
• Create the Augmented
Customer 360° view with Big
Data
MDM
17
Create a shareable and sanctioned view
of the customer data with the Active data Model
Key capabilities • Create your customer data model • Protect, share, and customize your model
according to role and stakeholders • Control access and audit the access and the
data flows • Extend your model over time from a golden
record to a 360° view
Business Benefits • Design a shared view of your customer data • Get total control of your master data • Unleash the access to your master data
through User interfaces and connectivity • Start small, expand quickly
Modeling
Co
nn
ec
tors
Co
nn
ec
tors
Access &
Authoring
Design, change mgmt. and
administration
Triggers
Audit log
& timeline
Role Based
Access &
Controls
Data
Modeling
ACTIVE
Model
Talend MDM
Implementation team Data Stewardship Team
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Turn your disparate sources into unified, shared and trusted data
Key capabilities • Understand your data • Standardize and parse • Unify, match and deduplicate • Enrich data with external sources • Measure, Analyze, Detect, Improve and
Control
Business Benefits • Improve your process efficiency through
timely access to accurate data • Cut the cost linked to your information
supply chain, to detect errors, and find the root cause
Explore & cleanse
Connectors
Standar-
dization
Data
Augmen-
tation
Profing
Matching
ACTIVE
Model
Talend MDM
Implementation team
Data Stewardship Team
Implementation team
Data Stewardship Team
19
Create and orchestrate accountability on your customer data
Key capabilities • Data stewardship organize the work with
unsanctioned data needing a human intervention for correction/validation
• Business Process Management organizes information authoring and collaborative stewardship across activities
• Logging and lineage capabilities allow to redo/undo tasks at any time
Business Benefits • Lines of business can be accountable on the
content of the data • Processes can evolve over time from error
fixing to root cause detection and coorection. • Workflow approach breaks silos across
customer facing activities (marketing, sales, support)
Enable Stewardship
Connectors
Data Stewardship Team
Data Stewardships team
Lines of Business Uers We
b IU
S
tew
ard
sh
ip
co
nso
le
Ms
ter D
ata
Se
rvic
es
Bu
sin
es
s
Pro
ces
s
Mn
gm
t
Talend
MDM
20
Augmenting the customer 360° with Big Data
Key capabilities • MDM provides the single view of the online
visitor with matching capabilities across online identifies
• MDM provides Data Governance capabilities to Big Data , e.g. for managing privacy
• MDM links the visitors to customer when applicable
Business Benefits • Create a single view of the customer across
channels • Augment traditional data about customer
with Big Data to understand customer intentions
• Create customer timelines and use it to predict next actions including sales opportunities
Consolidate & Enrich
External Data
Sources
Big Data
Web Analytics & targeting
Web Logs
Customer
Master data
MDM
Big Data
Analytics
Online Visitor
Master data
21
Turning Customer Data into actions with Master Data Services
Key capabilities • Leverage the power of the Unified Platform • Using Talend MDM as a Lookup to retrieve
potential matching accounts with Fuzzy Matching Algorithms
• Back-end can be MDM but also CRM (SFDC…), customer database, Big Data…
Request JSON or
XML Parsing
Talend ESB Request
Response
Ma
tsre
da
ta s
erv
ice
s
Js
on
or
HT
ML
Pa
rsin
g
Business Benefits • Know your customers (from web visitors and
clickstreams to ongoing interactions with known customers)
• Personalize web interactions and propose next best offers
• Avoid duplicates in your customer database • Manage consistently customer interactions
across channels
Lookup
Accounts Fuzzy Matching
Talend
MDM Potential Matching Accounts
Operatio-nalize
Entity resolution