Agenda. 1 Enterprise Systems & Customer 2 Customer Hub: Overview 3. 4 Customer Hub Implementation Methodology

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Methodology for Defining, Planning, and Implementing

Customer Data Hub Solutions

Paul Bertucci

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Agenda

1 Enterprise Systems & Customer

2 Customer Hub: Overview

3 Customer Hub Building Methodology

_{(within a development lifecycle)}

4 Customer Hub Implementation Methodology

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Ex tra c t/Tra n s fo rm/Load (ETL ) Ex tra c t/Tra n s fo rm/Load (ETL )

Typical Architectural Landscape

Transaction Systems

EAI (Tibco)

Application Integration Services

ODS Various ERP ODS Misc Callidus (TCDMGCO) Cust Master (CDIM) Cust Touch (MSG) eLearn (DM ELRN) Renewals ( ) Sub Metrics (SAWR) Subscription (DM SUB) Purch 2 Pay (DM P2P) Point of Sale ( ) Opex Revenue (DM REV) TAM (AD HOC SQL SVR) Mkt Insight Galiego Siebel Analytics Data W/H ADSK Data W/H (EDW) Siebel Analytics Staging Tables

Customer Involvement (CIP) Customer Error Reporting

Activation eReg Partner Center Call Center eCustomer Entitlements Contracts, Licenses, Subscriptions & Install Base Siebel Opportunity Mgmt Siebel Customer Master Trillium D&B Aprimo HR OM MFG SAP FIN Fin User Hierarchy Market Insight PIPs FL

ODS

DW/DM

Cust SVC Asset SVC AOE

Business Objects - OBI - Portal - Dashboard

Dire ct R epor ting SaaS SaaS/Hosted SFDC (MGLO SFDC (AMER) SFDC (Ger) Ariba Intraware (EF)

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Evolved Architectural Landscape

Web Services

Transaction Systems

Customer Involvement (CIP) Customer Error Reporting

Call Center Trillium D&B Aprimo Remedy HR OM MFG SAP FIN Fin User Hierarchy Market Insight

ODS

DW/DM

Business Objects - Portal - Dashboard

SaaS/Hosted SAP/BW FIN PRO ERP Orders Sales & MKT REP L (Real Tim e) EAI/ESB

Application Integration Services/Enterprise Service Bus

Cust SVC Asset SVC Pr SVC AB SVC ODS ERP ETL Siebel MDM Entitlements/Assets

Customer Data Hub MDM

Incentive Mgmt W/H Ops & Finance Data W/H Product Metrics Data W/H Sales Data W/H Marketing Data W/H MDM W/H Hier Mgmt Web Metrics Cust Interact Entitlement Sub/Renewals Acct Activity

(Subs, Renew, Upg)

Install Base

(Lic, Contracts, Subs)

Lead/Prospcts Campn Mgmt Mkt Mgmt Cust Metrics Mkt Metrics Prod Metrics eLearn Incent Mgmt HR Procure 2 Pay Pricing/POS COGS Opex Revenue Ops Metrics Cleansing SVC Registration Activation Varicent (Incentive Comp) Product/Pricing Data Hub Partner Center Direct Sales NEW Intraware (EF) eCommerce Direct/channel Orders D&B, other ODS Others D&B, other

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Business Processes & Systems

Data Perspective

Marketing

Sales

Fulfillment

Service

Sales

Market Contacts / Responses Leads Opportunities / Deals Quotes Orders Fulfillment Registration / Activation Service / Support Renewals 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 Hierarchy

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Enterprise Customer

Sample

“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)

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Customer Hub: Overview

Data Auditing Customer Data Model Hierarchy Mgmt Data Standardization Data Cleansing Data Purge/Arch Data Recognition Data Enrichment Business Rules

. . . .

• Governed/Owned

by the Business

(steward)

• Technically enabled

by IT (custodian)

Must have a Customer

Identity Strategy !

D&B M&A Partner Siebel SFDC ERP

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Customer Data

In simple terms

Email Phone URL Electronic Contact Point Classification Classification Code Code Assignment Sub Code Internal Org Account Account Role Account Site Account Relationship Relationship Type Party Relationship Relationship Type Group Contact Preferences Party Site Use Party Site Physical Contact Point / Location Interaction History

Sales Entity

Party

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Customer Hub Methodology

2 3 4 5 6 1 1 1 1 ₁ 1

Hub

Spoke Integration Broader Architecture Inb oun_d Outb oun_d 7 3rd _party service

Data Analysis / Data Assessment (spokes)

1

Data Analysis / Master Data Model (Hub)

2

Define Business Logic / Process Flow

3

Identify / Define Participation Model

4

Overall architecture participation

5

Define Governance and Stewardship

6

Build / Deploy

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Customer Hub Methodology

1 1 1 1 ₁ 1

Hub

Spoke Integration Broader Architecture Inb oun_d Outb oun_d 3rd _party service

Data Analysis / Data Assessment (spokes)

1

• Definitions, Attributes & Models • Use cases / data accesses

• Volatility / Frequency / Velocity • Data Quality assessment

• Dependencies

• Upstream/Downstream • Rules being applied

• Standards being applied • Logic being applied

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Customer Hub Methodology

2

Hub

Data Analysis / Master Data Model (Hub)

2

• Definitions, Models

• Identify Core Attributes and

Relationships (scope)

• Use cases/Data accesses ¾ Starting with CRUD • Understand the data

¾ Volatility, Frequency,

Velocity

• Identify

¾ Cross Reference &

Registry needs

¾ Extended Attributes • Start identifying

¾Rules, Standards, & Logic

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Customer Hub Methodology

Hub

• 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 Define Business Logic / Process Flow

3

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Customer Hub Methodology

Hub

Identify / Define Participation Model

4

•

Identify and define how each

spoke interacts with the hub AND with each other (termed

participation model)

• Clearly 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)

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Customer Hub Methodology

5

Hub

Overall architecture participation

5

•

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

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Customer Hub Methodology

6

Hub

Spoke Integration Broader Architecture Inb oun_d Outb oun_d 3rd _party service

Define Governance and Stewardship

6

•

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

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Hub Spoke Integration Broader Architecture Inb oun_d Outb_oun d 3rd_party service

Customer Hub Methodology

Deliverables & Artifacts

• 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 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)

Metadata/Model

Business Logic

Participation Model

Broader Architecture

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Customer Hub Methodology

Phase-1: Architecture

Hub Integration Broader Architecture Trillium (Cleansing & Match) Aprimo ADSK.com Siebel/ CRM Accounts Accounts Contacts Accounts Contacts Next Spoke Match Publish Subscribe Enrich DNB (enrichment) Siebel 7.7 Aprimo (MKTG)

Master Data Management

UCM 8.1.1

Trillium Data Quality

D&B

SOA / Web Services [TIBCO]

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Overall Methodology

Inception Inception Transition Transition Construction Construction Elaboration Elaboration Production Production Maintain Maintain

Envision

Manage

Governance Governance Change Management Change Management

9 MDM implementation involves both art (experience) and science

(technology).

9 Establish MDM vision, goals and phased solution roadmap 9 Phased deployment – Faster, Easier, Better

9 Define your customer data for enterprise use.

9 Profile your data to understand and derive data quality rules 9 Leverage profiling results for defining cleansing, matching, data

enrichment and master data survivorship rules

9 Design and develop reusable master data migration process for

initial data load, ongoing batch, and M&A activities

9 Validate your data migration with validation scripts and

processes

9 Establish data stewardship and governance policies and

procedures

9 Develop through use case based validation process for data

stewardship and integrations.

9 Enable your business and data intelligence methods and

processes with master data.

9 Assemble the right team – skilled resources with experience

and plan knowledge transfer

9 Methodology – Oracle Unified Method enhanced with MDM

implementation content rich templates

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Our success factors

• Agreement to start small and get it right!

• Get a customer identity strategy defined FIRST

• Put into place data governance (DGCT at ADSK).

• Get legacy data as clean as you can beforehand.

• Get MDM specialists to help you (Oracle MDM team) –

it is too important for our existence to screw up

• Often requires top-down mandate to participate in the

Hub – a “must participate” approach

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