Why You Still Need to Master
Your Data Before You Master
Your Business (Intelligence)
Business Imperatives Addressed By Reliable,
Integrated View
David Jordan
Data Management Product Specialist
“I need access to
our top 400
customers,
the products they
have purchased,
and the channels
through which they
bought.”
Critical Business Imperatives Inhibited Due to
Lack of Reliable Data
Business
Leaders
Business
Analyst
IT Delivery
& Architect
Cannot make timely, confident decisions and accurate
reporting for routine financials and compliance
Wasting staffing time for reconciling multiple versions of
inconsistent data every quarter?
Reconciling multiple versions of inconsistent data for
analysis and management reporting
Time-consuming and Error-prone manual creation and
maintenance processes for delivering reliable data
Improve Efficiency & Reduce Costs Acquire & Retain Customers Governance Risk Compliance Mergers Acquisitions & Divestitures Supply Chain Efficiency
Business Imperatives
Business Reasons Why MDM is Required
for Data Reliability
European
Accounting SystemUS
Accounting SystemDW without MDM
Data WarehouseThe General Electric Company Transaction $400 Million GE Transaction $300 Million Top 100 Customers
The General Electric Company GE
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$400 M $300 MBusiness Reasons Why MDM is Required
for Data Reliability
European
Accounting SystemEuropean
Accounting SystemUS
Accounting SystemUS
Accounting SystemDW without MDM
DW with MDM
Top 100 CustomersThe General Electric Company $700 M
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Data Warehouse+
Data WarehouseThe General Electric Company Transaction $400 Million GE Transaction $300 Million
The General Electric Company Transaction $400 Million GE Transaction $300 Million Top 100 Customers
The General Electric Company GE
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$400 M $300 M=
Golden RecordThe General Electric Company
Transaction
$700 Million
Best version created by MDM
Maximum Impact with High-Value Solutions
Director, Chief Data Steward – Global Sales and Customer Operations
Business Imperative
Increase revenue
through relevant
cross-sell / up-cross-sell offers to
maximize account
penetration
Complication
Sales and Marketing
spent excessive time
manually assembling
customer information
leading to errors, lost
opportunities and poor
productivity
Impact
• 20% increase in relevant
interactions with sales
contacts
• 6% increase in cross-sell
• 5% increase in repeat
business
“To better meet our customer needs by making relevant cross-sell and
up-sell offers, we are eliminating the need to search for and reconcile
customer and product data by delivering business-user access to detailed
customer profiles across business units and channels.”
The Information Challenge
How to Synthesize and Govern Data Across Silos and Providers?
Application
Legacy
Cloud Computing
Unstructured
CUSTOMER PRODUCT CUSTOMER LOCATION
Third Party Data
ACCOUNT LOCATION ACCOUNT PRODUCT CUSTOMER PRODUCT CUSTOMER LOCATION ACCOUNT ACCOUNT LOCATION PRODUCT
Manufacturing &
Inventory Mgmt
Vendor & Materials
Management
Order & Channel
Management
Sales & Mktg
Operations
Management
Employee
Data
Governance
?
No Single
Version of
the Truth
MDM Improves Critical Business
Processes
Improve Efficiency & Reduce Costs Acquire & Retain Customers Governance Risk Compliance Mergers Acquisitions & DivestituresMDM
CUSTOMER
ACCOUNT
PRODUCT
LOCATION
Supply Chain EfficiencyUniversal MDM @ Work: Multi-domain
The highest value is in cross-domain relationships…
Supplier
Sep 2011: One of your Suppliers says their
production run in Sep 2010 was faulty
Supplier
What substitute part by which Supplier needs
to go to which customer at what location?
Location
Where are those customers located?
Customer
Which customers bought those
products?
Product
Which of your products did those
parts go into?
Which parts did you buy from that
Supplier?
MDM Improves Critical Business
Processes
Improve Efficiency & Reduce Costs Acquire & Retain Customers Governance Risk Compliance Mergers Acquisitions & DivestituresMDM
CUSTOMER
ACCOUNT
PRODUCT
LOCATION
Supply Chain EfficiencyMDM Enhances DW Reliability
EDW
Dimensions
Facts
BI Reports and Dashboards Analytic Applications and Portalsso
u
rces
Technical Reasons Why MDM is Required for
Data Manageability
Explosive growth
of dimensional
records
Limited tracking of
content data
lineage
Failure to manage
hierarchies
Dimensions
managed
separated from
facts
History and
changes of
attribute-level data
Rich set of multiple
hierarchies
Business Success Depends on Reliable,
Up-to-Date View of Your Business
•Improve risk
management
•Reduce audit
costs for
regulatory
compliance
•Reduce cycle
times for financial
reporting
•Achieve
customer
intimacy
•Improve
cross-selling /
up-selling
•Improve
customer
retention
•Improve
efficiency for
product
delivery
•Improve
productivity of
R&D
•Reduce
operational
costs
• Perform
combined
regulatory
reporting
•Minimize
duplicative
business
processes
•Gain business
agility
•Improve
inventory
forecasting
•Improve
category
management
•Improve
supplier
relationships
“Through 2012, more than 35% of the top 5,000 global companies will FAIL to make insightful
decisions about significant changes to their business and markets due to
underinvestment in their information management systems.”- Gartner
Improve Efficiency & Reduce Costs Acquire & Retain Customers Governance Risk Compliance Mergers Acquisitions & Divestitures Supply Chain EfficiencyMDM Social Networking
Combining Social Network data with MDM
Databases
Applications External Data Providers
MDM Hub
