Customer Data Hub methodology

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Customer Data Hub methodology

August 2009 – Paul Bertucci

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Mastering Customer Data

1. Customer Data Hub (CDH) architectural overview

2. Different data hub approaches

• Registry Technique

• Co-existence Technique

• Transactional Technique

3. CDH Build Methodology (within a Development Life

Cycle)

4. CDH Deliverables along the way

5. Customer Data Hybrid data model

6. Autodesk example

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Business Processes & Systems

Call Center

eStore

Orders

Credit Card Processing

Mktg Apps

CustomerSegmentation & List Generation Marketing Campaigns Marketing Performance Cleansing/De-duping Lead Routing Predictive Modeling Forecasting Whitespace Campaign Planning Customer Profiling CRM/PRM Opportunity/Lead Mgmt Direct Sales Channel Sales - Partner Center - Deal Reg Mgmt

Master Data _{Account/Contacts/Parnter and then Product/Pricing, Workforce, others)}

Quote Generation Order Mgmt Credit Mgmt Product/Pricing Invoicing/Billing Credit Card Proc Account Mgmt Auto Fulfillment

Financial Mgmt Human Resources Contract/Agreement Management ERP Sub Center Sub Customers Service Requests Agreements, Contracts

Electronic Fulfillment, Activation/Registration

Sterl

ing

EDI

(Identity Management

ERP Assets Mgmt, Entitlements, Procurement

Incentive Programs

Data Delivery Platform (Real-time ODS , Aggregation Layer, Analytics, Predictive Modleling) Business Services/Web Services – SOA

AOE

Single OE

Partner Center (service)

Service/Contracts

Renewal Opty (int/channel)

Marketing Sales Fulfillment Service Sales

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

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Business Processes & Systems (DATA)

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

Marketing Sales Fulfillment Service Sales

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

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MDM

Customer

Data Auditing Customer Data Model Hierarchy Mgmt Data Standardization Data Cleansing Data Purge/Arch Data Recognition Data Enrichment Business Rules . . . . ERP SFDC D&B (IM) M&A Siebel Partner • Governed/Owned by the Business (steward) • Technically enabled by IT (custodian)

Must have a Customer Identity Strategy!

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Analytics Views

Customer Data Hub’s by Segment

360 ° Customer Transaction Views Historical Analytics Real Time Analytics Customer Service Customer ID Mgmt Customer Loyalty Etc. Consumer Enterprise Partner/Channel “Other” Sales Entity

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7 © 2006 Autodesk Workflow WS EAI ETL/EII Analytics Views Integration services ODS 360 ° Customer Transaction Views Historical Analytics Real Time Analytics Customer Service Customer ID Mgmt Customer Loyalty Etc. DW DM . . . . ERP D&B (IM) M&A

Registry

Technique

Party ID Local ID1 Local ID2

Party ID local ID1 local ID2 10000 34598 98743

34598

98743

10000

•Authoring at Spokes

•Cross Reference Only (attributes not mastered in hub)

•Provides links to sources (that may not share the same data model) •Non-invasive (easier to implement, but less attribute consistency)

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8 © 2006 Autodesk Workflow WS EAI ETL/EII Analytics Views Integration services ODS 360 ° Customer Transaction Views Historical Analytics Real Time Analytics Customer Service Customer ID Mgmt Customer Loyalty Etc. DW DM . . . . ERP D&B (IM) M&A

Co-Existence

Technique

Party ID Party Name Party Addr local ID local ID2 DUNS# 10000 ABC Ltd 390 Baker Rd 34598 98743 65412

10000

• Authoring at Spokes AND at Hub possible (not subscription) • Cross References and Golden Record stored at hub

• Maps attributes to common data model (TCA) • Extended Attributes

• High Attribute consistency

34577 IBM Inc 983 NY Ave 56789 54321 78902

98743 ABC Ltd 390 Baker Rd

10000 ABC Co 390 Baker Rd 34598 ABC Ltd 390 Baker St

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9 © 2006 Autodesk Workflow WS EAI ETL/EII Analytics Views Integration services ODS 360 ° Customer Transaction Views Historical Analytics Real Time Analytics Customer Service Customer ID Mgmt Customer Loyalty Etc. DW DM . . . . ERP D&B _M&A

Transactional

Technique

Party ID Party Name Party Addr local ID local ID2 DUNS# 10000 ABC Ltd 390 Baker Rd 34598 98743 65412

10000

• Authoring at Spokes AND at Hub possible (consumes changes from hub) • Cross References and Golden Record stored at hub

• Maps attributes to common data model (TCA) • Extended Attributes

• High Attribute consistency, High cross systems consistency

34577 IBM Inc 983 NY Ave 56789 54321 78902

98743 ABC Ltd 390 Baker Rd

10000 ABC Ltd 390 Baker Rd 34598 ABC Ltd 390 Baker Rd

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CDH Build Methodology

2 3 4 5 6 1 1 1 1 ₁ 1

1 Data Analysis/Data Assessment (spokes)

2 Data Analysis/Master Data Model (hub)

3 Identify/Define participation model 4 Overall/Broader architecture participation 5 Define Governance, Stewardship, business org

Define Business logic/workflow 6 7 Build/Deploy Hub Spoke Integration Broader Architecture Inb oun_ds Outb oun_ds 7 3rd _party service

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CDH Build Methodology

Data Analysis/Data Assessment SPOKES

1 1 1 1 ₁ 1 Hub Spoke Integration Broader Architecture Inb oun_ds Outb oun_ds

Data Analysis/Data Assessment

- Def’s, Models, Attributes - Use cases/Data accesses - Volatility/Frequency/Velocity - Data Quality assessment

- Dependencies

Upstream/Downstream - Rules being applied

- Standards being applied - Logic being applied

- What we have and what we need

1

3rd _party

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CDH Build Methodology

Data Analysis/Master Data Model HUB

2 Hub Spoke Integration Broader Architecture Inb oun_ds Outb oun_ds

Data Analysis/Master Data Model

- Def’s, Models

- Identify Core Attributes and Relationships (scope)

- Use cases/Data accesses > starting with CRUD

- Understand the data

Volatility, Frequency, Velocity

- Identify cross Reference & Registry needs

- Identify Extended Attributes - Start identifying the rules

that we need applied - Start identifying the

standards that we need applied

- Start identifying the logic that we need applied

2

3rd _party

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CDH Build Methodology

Define Business Logic/Workflow HUB

Define Business Logic/Workflows

- 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

3

** This may include calls to third party services (matching, cleansing, validation, so on) 3rd _party

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CDH Build Methodology

Define Participation Model HUB/SPOKE

Define Hub/Spoke Participation Model

- Identify and define how each spoke interacts with the hub AND with each other

(termed participation model) - Cleary 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)

4

3rd _party

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CDH Build Methodology

Overall/Broader Architecture Participation

Define overall/broader architecture participation

- 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

5

3rd _party service Other Platforms and Systems

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CDH Build Methodology

Define Governance, Stewardship, Business Org.

Define Governance, Stewardship, and Business Organization

- 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 category

6

3rd _party service Other Platforms and Systems

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CDH Build Methodology

* Deliverables and Artifacts *

Metadata/Model Hub Spoke Integration Broader Architecture Inb oun_ds Outb oun_ds 3rd_party service Other Platforms and Systems Business Logic Participation Model Broader Architecture

- 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, Dedupe 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)

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CDH Build Methodology

Autodesk Phase I

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)

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CONTACT (Person) ACCOUNT (Organization)

Customer Account Customer Account Site Parties R17

Autodesk Customer (Hybrid-Party Model)

Contact Profile Account Profile GROUP Agreements Agreement Contacts Agreement Role Agreement Role Types GEO Unit GEO Unit Relationship Geo Structure Geo Level Account Role Types Account Contact Contact Roles Contact Role Types Relationships Hierarchies Agents/Partners Relationship Types External Enrichments (D&B, etc) Hierarchy Level Hierarchy Types Product Authorization Product Authorization Types Product Authorization Groups Contact Preferences Account Types Account Type Types R18 UNFUNDED Location Account Roles - R17

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Enterprise Customer example

“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 Data Hub methodology