MDM and Reference Data

1

Presentation on MDM and Reference Data ARK Conference on Data Quality Management Barry Williams DatabaseAnswers.orgJuly 12th. 2012

2

Master Data Management and Reference Data

Overview

1. Pinpointing key data definitions to function within your strategy

2. Assessing impact of Master Data Management in your organisation

3. Creating common concept and vision of data quality

4. The importance of an Enterprise Data Model

3


Data Architecture Overview

MASTER DATA STANDARDISATION LAYER

BI Data Marts

Product/Services Catalogue

Customer Matching

Data

Dictionary

Data Quality Audit

CRM

Reference Data

DATA GOVERNANCE

Council TaxHousing BenefitsSocial Services, etc.

Data Integration

4

Master Data Management and Reference Data Data Architecture Details

DATA STANDARDISATION LAYER - Enterprise Data Model (4)- Mapping from Vendor-specific to MDM Standards (1)

- Customer Master Index, Customer Hub, SOA Tibco Smart Mapper (2)

BI Data Marts (1)- Street Environment- BVPIs, IEG Returns

Services (1) - ERDMS File Plan- LGSL / IPSV (Govt Std)

Customer Matching (2) Data Integration (2)- Links to ODS

- Council Tax (2)- Housing Benefits- Social Services, etc..

Data Quality Audit (3)- Data Profiling - Gazetteer Validation

CRM (1)- Customer Profiles- Good/Bad Customers

Reference Data (2)- Ethnic Origins - Vehicle Makes and Models

Data (1)

Dictionary

DATA GOVERNANCE (3)

5

Master Data Management and Reference Data Business Drivers

• Over 200 Legacy Systems

• 300,000+ customers – Customers receiving multiple Services ?

• Fraud

• Need Single View of the Customer

• MDM is essential for BI and CRM

6


1. Pinpointing Key Data Definitions to Function within your Strategy

• Enterprise Data Dictionary– BI Facts and CRM Customer Hub

– Maps to MDM Customer

– Published over Intranet

– Feedback & Consensus

• Mapping from Sources to one Target – Using the Data Standardisation Layer

and here's a small example ...

7


Mapping from Vendor to BI Data

• Low-level example from Street Environment Services

BI Data Mart

BV199d587FLY

BV199c588FP

BV199bGraffiti584GRA

BV199aLitter580STC

BVPIServiceLGSL CodeVendor Code

Ealing BI Data Mart

BV199dFly-Tipping587FLY

BV199cFly-Posting588FP

BV199bGraffiti584GRA

BV199aLitter580STC

BVPI

8


2. Impact of Master Data Management

• What is Master Data Management ?

• MDM means providing a ‘Single View of Things of Interest’

• Starts with

– Reference Data ('List of Values')

– Products and Services Data

– Customers Data

9


Role of Master Data Management

• Supports CRM and BI

• Requires Customer Data Integration

• Requires Standard Data Platform

10


Implications of Master Data Management

• Enterprise adopts a common way of looking at data

• Data Governance

• Starts with

– Data Stewards

– Product Catalogs

– Services Definitions

– Matching Customers …

11


What is Customer Data Integration ?

• Matching and Consolidation of Customer Data

• Building a Customer Master Index to support BI and CRM

• Providing a Single View of the Customer

• Needs Customer Matching and Data Integration Software

12


What is a Customer Master Index ?

Customer- Date- Standard Debt Type- Amount

Housing Benefits Overpayments

Council Tax

Parking Fines

Business Rates

Rent Arrears

• Customer Master Index provides

• A Master Customer ID

• Matches to IDs in Operational Systems

CMI

13


Customer Master Index and BI

• The Customer Master Index supports Data Marts

• FACTS are recorded consistently

– Customer Demographics

– Geographic Distribution

– Service Requests

– Financial Analysis

– Etc.

14

Data Warehouse for DebtorsThe Total Amount of Debt can beanalysed by Service, Date or Customer.

DW_Customer_Accounts

Account Number

Customer Group NameCustomer AddressCustomer Typeeg Person or Organisation

DW_Services

Service Name

Service DescriptionDirectorateStatus - eg SchoolBusiness UnitSection Nameeg Council Taxeg Housing Benefits Overpaymenteg Housing Renteg Mortgage Paymenteg Parking Fine

DW_Time_Periods

Period Number

Period NamePeriod End Dateeg 10, Jan 2005, 31/01/05

DW_Debt_Amounts

Record ID

Date Account CreatedDebt raised YTDRevenue received YTDDebt written-off YTDDebt outstanding per BUPercentage TargetPercentage ActualRed Amber Green StatusAmount 90 days and UnderAmount 91-120 DaysAmount 121-150 DaysAmount 151-180 DaysAmount 181-210 DaysAmount Over 211 DaysComments - What is the Over 211 day debt ?Comments - What is status/action on Over 211 day debt ?


Debtors Data Mart Star Schema

15


Customer Master Index and CRM

• The Customer Master Index supports CRM

• Agent sees a consolidated View of the Customer

– Appointments

– Building Applications

– Debts

– Housing

– Parking Permits

– Etc.

16


3. Creating a Common Concept and Vision of Data Quality

• Integration requires Data Quality

• Data Quality is an Enterprise Issue

• Common Enterprise Data Platform …

17


A Common Concept and Data Platform

• An Enterprise Data Platform• Each Stage builds on the previous one

5) BI Data Mart

1) Properties - Gazetteer

2) Services - Directorate- Service Name

3) Customer Master Index

4) Customer Services

18

Master Data Management and Reference Data 4. The Importance of an Enterprise Data Model

• Consistent View of Master Data

• Standard Definitions of Customers, Services...

• Mapping to BI, CRM, etc..

• Implemented in Master Data Standardisation Layer

• The Ealing Enterprise Data Model ...– http://www.ealing.gov.uk/services/nonlgcl/enterprise_data_model/

19


The Ealing Enterprise Data Model

• Comprehensive, Generic and Unique

• A Standard way to integrate Customer Data

• Property with Gazetteer, Services with LGSL

• Over 200 Entities in 14 Functional Areas

• Defines Data Standardisation Layer in SOA

• Provides Foundation for Data Marts

20


Enterprise Data Model Overview

Case

Party Finance

Agreement

Agreement

CommunicationProgramme

Location

Reservation

Service

Service_Request

Party- Organisation- Person

Party_Agreement

Party_Contact

Campaign

CampaignEvent

Case

Case_Event

Geographic_Address

Account

Party_Activity

Party_Reservation

Party_Address_Occupancy

Finance

Account

Accounting Transaction

Service CatalogueService Delivery

21

Customer Area

Property Area

Service_Request

Customer - Organisation - Person

Geographic_Address(Std = Gazetteer LLPG)

Service Catalogue(Std=LGSL/IPSV)

Service Delivery Area


Enterprise Data Model Extract

Customer_Address_Occupancy

22

DATA MART FACTS- Date Time- Location- Customer- Service- FactType- Details

CUSTOMER MASTER INDEX- Customer ID- Customer Details

LOCATIONS- Location ID- Location Detailseg Ward, Street, Postcode


MDM, EDM and BI

• MDM standard for Products, Services data

• EDM standard for Definitions

• BI Data Mart is Repository for standardised Data

ENVIRONMENT FACT TYPES- Street Inspections- Grafitti- Litter, etc.

23


Example of MDM supporting BI

LB Ealing Licence no. LA100019807 2006

24


5. Getting Started

• Identify Business Champions

• Decide the Approach• Top-down, Bottom-Up• Ref Data, Product Catalogue, CMI

• Determine the Standards• Internal, External, National, Int'l

• Data Quality Audit • Infrastructure, Software Tools, Governance

25


Getting Started - Champions

• Identify Business Champions

• With Vision • High-Profile Service

• Successful Track-Record

26


Getting Started - Approach

• Decide the Approach •Top-Down and/or Bottom-Up • POC or ‘Feasibility Study’

• Management Involvement • Success Criteria

27


Getting Started - Standards

• Determine the Standards •Easy where defined

• LGSL /IPSV, BVPIs • Look for obvious Data Leaders

• eg Social Services for Ethnic Origins • Create Glossary for Mapping • Aim for Buy-In

28


Getting Started - DQ Audit

• Data Quality Audit

• Sell the Importance • Prepare a Business Case • Carry out Enterprise-wide

• Data Profiles suggest Standards • Obtain Buy-In from ‘Data Stewards’

29


And In Conclusion …

• Overview, Implications and Getting Started

• Finally a Tutorial with Feedback - http://www.databaseanswers.org/pi_best_practice_display/manual.asp?manual_id=BP_MDM

• Database Answers and Microsoft- 10 Data Models - http://msdn.microsoft.com/en-gb/express/bb403186.aspx

- Customers in Contact Management, e-Commerce, Help Desk- Products in Asset Management, Catalogues, Inventory Control

• If you have comments or questions, email me at [email protected]

Technology

MDM and Reference Data