The Business Value of Metadata for Data Governance

The Business Value of Metadatafor Data Governance

Donna BurbankManaging Director, Global Data Strategy, Ltd

February 15, 2017

Global Data Strategy, Ltd. 2017

Donna Burbank

Donna is a recognised industry expert in information management with over 20 years of experience in data strategy, information management, data modeling, metadata management, and enterprise architecture. Her background is multi-faceted across consulting, product development, product management, brand strategy, marketing, and business leadership.

She is currently the Managing Director at Global Data Strategy, Ltd., an international information management consulting

company that specialises in the alignment of business drivers with data-centric technology. In past roles, she has served in key brand strategy and product management roles at CA Technologies and Embarcadero Technologies for several of the leading data management products in the market.

As an active contributor to the data management community, she is a long time DAMA International member and is Past President of the DAMA Rocky Mountain chapter. She was also on the review committee for the Object Management Group’s Information Management Metamodel (IMM) and a member of the OMG’s Finalization Taskforce for the Business Process Modeling Notation (BPMN).

She has worked with dozens of Fortune 500 companies worldwide in the

Americas, Europe, Asia, and Africa and speaks regularly at industry conferences. She has co-authored two books: Data Modeling for the Business and Data Modeling Made Simple with ERwin Data Modeler and is a regular contributor to industry publications such as DATAVERSITY, EM360, & TDAN. She can be reached [email protected] is based in Boulder, Colorado, USA.

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Follow on Twitter @donnaburbank

mailto:[email protected]


Agenda

• The Business Value of Data Governance

• Making Data Governance “Actionable” through Metadata

• Integrating Application Data Sources for Enterprise Business Context

• Silwood Technology - introduction

• Summary & Questions

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What we’ll cover today

Global Data Strategy, Ltd. 2017 4

What my friends think I do

What I think I do

What my mom thinks I do

What my coworkers think I do

What society thinks do

DATA GOVERNANCE

What I actually do

Driving the Success of the Business


Successful Data Governance Aligns with Business Goals

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Linking Business Goals with Technology Solutions

“Top-Down” alignment with business priorities

“Bottom-Up” management & inventory of data sources

Managing the people, process, policies & culture around data

Coordinating & integrating disparate data sources

Leveraging & managing data for strategic advantage


Data Governance – A Business-Driven Framework

Organization & People

Process & Workflows

Data Management & Measures

Culture & Communication

Vision & Strategy

Tools & Technology

Business Goals & Objectives

Data Issues & Challenges


Aligning Data Governance Goals to Corporate Goals

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Corporate Mission Corporate Vision

Goals & Objectives

To provide a full service online retail experience for art supplies and craft products.

To be the respected source of art products worldwide, creating an online community of art enthusiasts.

Artful Art Supplies ArtfulArt

C

External Drivers

Digital Self-ServiceIncreasing

Regulation Pressures

Online Community & Social Media

Customer Demand for Instant Provision

Internal Drivers

Cost Reduction

Targeted Marketing360 View of Customer

Brand Reputation Community Building

Revenue Growth

C

Accountability• Create a Data Governance

Framework• Define clear roles &

responsibilities for both business & IT staff

• Publish a corporate information policy

• Document data standards• Train all staff in data

accountability

C

Quality• Define measures & KPIs for

key data items• Report & monitor on data

quality improvements• Develop repeatable

processes for data quality improvement

• Implement data quality checks as BAU business activities

C

Culture• Ensure that all roles

understand their contribution to data quality

• Promote business benefits of better data quality

• Engage in innovative ways to leverage data for strategic advantage

• Create data-centric communities of interest

• Corporate-level Mission & Vision• May already be created or may

need to create as part of project.

• Project-level, Data-Centric Drivers• External Drivers are what you’re

facing in the industry• Internal Drivers reflect internal

corporate initiatives.

• Project-level, Data-Centric Goals & Objectives

• Clear direction for the project• Use marketing-style headings

where possible


Mapping Business Drivers to Data Governance Goals

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Business-Driven Prioritization

Business Drivers

Digital Self ServiceIncreasing Regulation

Pressures

Online Community & Social Media

Customer Demand for Instant Provision

External Drivers

Internal Drivers

Targeted Marketing

360 View of Customer

Revenue Growth

Brand Reputation

Community Building

Cost Reduction

Challenges

Lack of Business Alignment• Data spend not aligned to Business Plans• Business users not involved with data

360 View of Customer Needed• Aligning data from many sources• Geographic distribution across regions

Data Quality• Bad customer info causing Brand damage• Completeness & Accuracy Needed

Cost of Data Management• Manual entry increases costs• Data Quality rework

No Audit Trails• No lineage of changes• Fines had been levied in past for lack of

compliance

Disparate Data Sources• ERP systems difficult to integrate with DW• Exploiting Unstructured Data• Access to External & Social Data

Establish Governance Organization• Create a Data Governance Steering Committee• Appoint Head of Data Governance role• Build a “Data Culture” where all staff using data

are committed to its quality.• Build data-management best-practices into core

IT and reporting processes.

Standardize Shared Data Elements• Identify the shared data elements most

important to the business.• Agree on common business definitions.• Align with technical implementations.

Data Governance Goals

Create Lineage & Audit Trails• Build a complete technical data inventory• Link data sources together in a metadata-driven

lineage view• Create standards to build a common view

Build Business-Centric View of Data• Build a complete technical data inventory• Link data sources together in a metadata-driven

lineage view• Create standards to improve consistency


Identify High-Priority Data Elements

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Align with Business Drivers

Launch of New Product – Marketing Campaign requires better customer information

Customer ProductRegion

VendorPartner

Identify Key Business Driver

Filter Data Elements Aligned with Business

Driver

Focus Governance Efforts on Key Data

Targeted Project to Show Short-Term

Results


Metadata is the “Who, What, Where, Why, When & How” of Data

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Who What Where Why When How

Who created this data?

What is the business definition of this data element?

Where is this data stored?

Why are we storing this data?

When was this datacreated?

How is this data formatted? (character, numeric, etc.)

Who is the Steward of this data?

What are the business rules for this data?

Where did this data come from?

What is its usage & purpose?

When was this data last updated?

How many databasesor data sources store this data?

Who is using this data?

What is the securitylevel or privacy level of this data?

Where is this data used & shared?

What are the business drivers for using thisdata?

How long should it be stored?

Who “owns” this data?

What is the abbreviation or acronym for this data element?

Where is the backup for this data?

When does it need to be purged/deleted?

Who is regulating or auditing this data?

What are the technical naming standards for database implementation?

Are there regional privacy or security policies that regulate this data?


Data Governance is a Key Driver for Metadata Usage

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A Key Use Case for Metadata Management

In a recent DATAVERSITY survey, over 60% of respondents stated that:

Data Governance is a key driver for their use of Metadata.


Business vs. Technical Metadata

• The following are examples of types of business & technical metadata.

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Business Metadata Technical Metadata

• Definitions & Glossary • Data Steward• Organization• Privacy Level• Security Level• Acronyms & Abbreviations• Business Rules• Etc.

• Column structure of a database table • Data Type & Length (e.g. VARCHAR(20))• Domains• Standard abbreviations (e.g. CUSTOMER ->

CUST)• Nullability• Keys (primary, foreign, alternate, etc.)• Validation Rules• Data Movement Rules• Permissions• Etc.


What is a Data Model?

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Translates Business Rules & Definitions… …to the Technical Data Systems & Structures that Support Them


What is a Data Model?

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Translates Regulations, Policies & Procedures… …to the Technical Data Systems & Structures that Support Them

Regulation -e.g. GDPR

Policy

“All Personally Identifiable Information (PII) must be anonymized for the purpose of information sharing between departments. “

Which data fields constitute PII in our databases?


Technical & Business Metadata

• Technical Metadata describes the structure, format, and rules for storing data

• Business Metadata describes the business definitions, rules, and context for data.

• Data represents actual instances (e.g. John Smith)

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CREATE TABLE EMPLOYEE (

employee_id INTEGER NOT NULL,

department_id INTEGER NOT NULL,

employee_fname VARCHAR(50) NULL,

employee_lname VARCHAR(50) NULL,

employee_ssn CHAR(9) NULL);

CREATE TABLE CUSTOMER (

customer_id INTEGER NOT NULL,

customer_name VARCHAR(50) NULL,

customer_address VARCHAR(150) NULL,

customer_city VARCHAR(50) NULL,

customer_state CHAR(2) NULL,

customer_zip CHAR(9) NULL);

Technical Metadata

John Smith

Business Metadata

Data

Term Definition

EmployeeAn employee is an individual who currently works for the organization or who has been recently employed within the past 6 months.

Customer

A customer is a person or organization who has purchased from the organization within the past 2 years and has an active loyalty cardor maintenance contract.


Building a Holistic View

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Integrating Application data from ERP and CRM systems

• Integrating the data from ERP and CRM systems provides a more complete view of critical data such as Customer data.• Metadata creates the linkages between these systems for integration & reporting

Customer

Responded to 6 marketing campaigns

POS Data StoreCRM

POS

Purchased our flagship product 12 times in the past month.

ERP

Ordered £350K of totalproduct in the past year.

DW

Has been a Gold customer for 17 years.

Data Warehouse


Marketing DatabaseNetezza

Creating a Technical Data Inventory

• Data models & the associated metadata can create a real-world inventory of the data storage associated with key business data domains within the control of a data governance program.

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Linking business definitions to technical implementations

Customer

Customer DatabaseOracle

Sales DatabaseDB2

SAP

Data Lake on Hadoop

Customer DatabaseSQL Server

CRM Database

POS Data Store

• Some systems, such as ERP and CRM applications can be a particular challenge to extract technical & business definitions.

• Due to their complex & proprietary architectures, they can be very “black box”.


ERP/CRM and Packaged Application Metadata• Packaged applications such as CRM and ERP systems (e.g. Salesforce, Oracle PeopleSoft, etc.) hold critical information about

Customers, Employees, Sales, and more.

• But extracting information from these systems can be complex• Thousands of disparate tables• Relationships not clearly defined• Technical names don’t reflect business definitions or values• No business definitions

• It is therefore difficult to integrate this critical information with other key systems such as a Data Warehouse, Reporting DataMart, and/or MDM hub.

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Technical Metadata Business Metadata


Align Data Elements with Business Drivers

• With thousands of tables in a typical packaged application, it is important to be able to categorize them by business area and function.

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General LedgerAccounts Payable

Filter Data Elements Aligned with Business Drivers


Focus on the Business Meaning of Data

• Translating often cryptic table structures into meaningful business terminology is critical to understand and integrate application data sources into a larger data governance initiative.

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Technical Structures Business Meaning


Data Lineage – Providing an Audit Trail for Critical Data

• Metadata helps create a data lineage from critical reports to the source systems that created them.• The typical enterprise technical infrastructure can be complex

• ERP and CRM systems are a key part of the infrastructure

• Understanding the data flow and data lineage between these systems is critical for audit trail and business context.

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Sales Report

CUSTOMER

Database Table

CUST

Database Table

CUSTOMER

Database Table

CUSTOMER

Database Table

TBL_C1

Database Table

Business Glossary

ETL Tool ETL Tool

Physical Data Model

Logical Data Model DimensionalData Model

ERP System

T128

Database Table

How were Regional Sales

calculated?


Technical Metadata Makes Data Governance Actionable

• Metadata & Data models can help take the business rules & definitions defined in policies and make them actionable in physical systems, maintaining a lineage & audit trail.

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Policies & Procedures Business Rules & Definitions Technical Implementation Audit & Lineage


Summary• Data Governance Manages the Data that Runs the Business

• “You can’t manage what you can’t measure”

• Metadata is a key requirement in measuring & managing information

• Metadata supports the policies & procedures defined by data governance• Business definitions

• Technical data structures

• Data lineage & impact analysis

• Metadata supports actionable data governance through• Linking business & technical definitions & business rules

• Providing standardization & consistency

• Supporting data lineage & audit trails

• Application metadata for ERP and CRM systems can be a particular challenge• Solutions do exist to manage them

• Integrating ERP and CRM data helps manage some of the most business-critical metadata around customers, sales, and more

• Business Value can be achieved once a managed, integrated set of information is curated & understood


Silwood Technology - introduction

• Helping customers and partners to answer the question “Where’s the data”?

• Making sense of packaged ERP and CRM metadata

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Sample customers

http://www.shell.co.uk/

http://www.shell.co.uk/

BP IPL SAP ERP modelling DAMA Apr 2009 v2.ppt

BP IPL SAP ERP modelling DAMA Apr 2009 v2.ppt

http://www.raytheon.com/

http://www.raytheon.com/

http://www.bombardier.com/en

http://www.bombardier.com/en

http://www.lockheedmartin.com/index.html

http://www.lockheedmartin.com/index.html

http://www.deutschepost.de/dpag?tab=1&skin=hi&check=yes&lang=de_EN&xmlFile=828

http://www.deutschepost.de/dpag?tab=1&skin=hi&check=yes&lang=de_EN&xmlFile=828

http://www.aigcorporate.com/

http://www.aigcorporate.com/

http://www.bcbs.com/

http://www.bcbs.com/

http://www.adp-payroll-services.co.uk/

http://www.adp-payroll-services.co.uk/

http://www.absa.co.za/Absacoza

http://www.absa.co.za/Absacoza

Jean Ashby_(RS_Components)_Erwin_UserGroup2011.ppt

Jean Ashby_(RS_Components)_Erwin_UserGroup2011.ppt

http://www.pacificorp.com/index.html

http://www.pacificorp.com/index.html

http://www.uscellular.com/uscellular

http://www.uscellular.com/uscellular


Silwood Safyr® – Application Metadata Software

• Shorten time to project value

• Cut cost of data discovery

• Improve accuracy

• Reduce risk

• Gives control to data professionals


Silwood Safyr® – Application Metadata Software


What next?

• Engage with Global Data Strategy

www.globaldatastrategy.com

• Download the White Paper which accompanies this webinar. See the Handouts section on GoToWebinar

• Sign up for the Safyr product webinarWed 1st March 4-4.30pm

• Visit www.silwoodtechnology.com

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http://www.globaldatastrategy.com/

http://www.silwoodtechnology.com/


About Global Data Strategy, Ltd

• Global Data Strategy is an international information management consulting company that specializes in the alignment of business drivers with data-centric technology.

• Our passion is data, and helping organizations enrich their business opportunities through data and information.

• Our core values center around providing solutions that are:• Business-Driven: We put the needs of your business first, before we look at any technology solution.• Clear & Relevant: We provide clear explanations using real-world examples.• Customized & Right-Sized: Our implementations are based on the unique needs of your organization’s

size, corporate culture, and geography. • High Quality & Technically Precise: We pride ourselves in excellence of execution, with years of

technical expertise in the industry.

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Data-Driven Business Transformation

Business StrategyAligned With

Data Strategy

Visit www.globaldatastrategy.com for more information

Proud to be a Silwood Strategic Partner

http://www.globaldatastrategy.com/


Questions?

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Thoughts? Ideas?