How to Find the Elusive Single View of

How to Find the Elusive Single View of Customer – Your CRM Initiative Depends on It Jean Paquet Chief Technology Officer Delos Technology The Information Reliability Company

Agenda q q q q The Data Issue Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust The Operational Reference Store Case Study Summary

The Data Issue “Data is the No. 1 Failure of CRM” Source: Gartner Group

The Data Issue “ 50% of time and resources must be spent on data or a CRM implementation will fail” “The backbone of any CRM solution is the data behind it. Enterprises have invested considerable effort and expense in deploying CRM solutions to make their customers’ experiences more satisfying, increase retention and foster loyalty. Despite this expense and effort, however, many of these enterprises still fail to understand that a CRM solution is only as good as the quality of the customer data that feeds it. ” Source: Gartner Group

The Data Issue Moving data from its various sources into an easily accessible repository is only part of the challenge in delivering BI. Without paying attention to the accuracy of the data, BI quickly leads to misguided decision making…. BI is all about making business decisions based on data Bad data leads to bad business decisions. Enterprises deploying BI solutions must be "paranoid" about potential data quality issues and fanatical about finding and fixing them…. . Source Data Quality: Don't Sacrifice the 'Intelligence' in BI Ted Friedman, Eric Hwang Gartner Group, June 2001

The Data Issue Source Data Quality in the Customer Databases Mary Knox Gartner Group, September 1999

Agenda q q q q The Challenge Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust The Operational Reference Store Case Study Summary

Types of Data Reference Data Transactional Data Derived Data Descriptive Facts Calculated Defines the Keys Attaches facts to Keys Aggregates by Keys Look Up Tables (Dimensions) Uses Codes from Look Up Tables Uses codes as indexes for slicing and dicing Complex Relatively Simple Both Simple or Complex Multiple Overlapping and Conflicting Sources Multiple Nonoverlapping Sources Interpretation can conflict when handling multiple sources

Types of Data

Managing reference data today Internal Legacy Data Feeds Customer Product Broker Employee Location External Data Feeds Dunn and Bradstreet Acxiom Standard and Poors CRM SCM ERP Warehouse Legacy Migration Enterprise Applications

Managing reference data today Internal Legacy Data Feeds Customer Product Broker Employee Location External Data Feeds Dunn and Bradstreet Acxiom Standard and Poors CRM SCM ERP Warehouse Legacy Migration Enterprise Applications

Multiple Reference Data Sources Internal Legacy Data Feeds Customer Product Supplier Broker SCM ERP Employee Employee Part Part Location External Data Feeds Dunn and Bradstreet Acxiom Standard and Poors CRM Warehouse Legacy Migration Business Intelligence Applications

The Cost of Point to Point Solutions Internal Legacy Data Feeds Customer Product Supplier Broker SCM SCM ERP ERP Employee Employee Part Part Location External Data Feeds Dunn and Bradstreet Acxiom Standard and Poors CRM CRM Warehouse Legacy Migration Business Intelligence Applications

Agenda q q q q The Data Issue Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust The Operational Reference Store Case Study Summary

Customer Reference Data e. Support Accounts Call Center External Distribution e. Support Call Center e. Support Order Sales Customer Sales Calle. Support Center Distribution External Marketing Accounts. Center. Call Marketing Order Data Distribution Sales Distribution Receivable Data Processing Receivable Processing Provider Call Center e. Support Name Address Zip Phone Fax SIC Symbol Bank Acc Login Id Password

Customer Reference Data Overlap Marketing Order Processing Sales Distribution External Data Provider Call Center e. Support Name Address Zip Phone Fax SIC Symbol Bank Acc Login Id Password

Overlapping and Conflicting Data Order Sales Processing Sales Phone External Distribution Accounts Data Receivable Provider Call Center e. Support

Historic Selection of Authorative Source q Select Applications with 100% population q Select Attributes from Applications with greatest accuracy: l l Domain Edits Relevance to business process q Minimize Overlap and Conflict l Across disparate divisions

Managing Overlap Today TRADING SYSTEM Aug 14 th ACXIOM Name Robert Smith Name Mr. Robert Smith Address 4 Green Street, Brownsville, TX, 78520 -6399 Address 4 Green Street, Brownsville, TX 78520 -6399 Phone Number (560) 340 4540 (560) 852 7600 Phone Number (560) 340 4540 Sept 20 th CRM Name Robert Smith Address 4 Green Street, Brownsville, TX, 78520 -6399 Phone Number 340 4540 (560) 852 7600

Benefit of Overlapping and Conflicting Data Sales Force Automation Correct 75% Incorrect 25% Population: 550, 000 Call Center Correct 80% Incorrect 20% Population: 320, 000

Benefits of Managing Multiple Sources Combined Sales Force Automation and Call Center Total Correct Information 85% Total Population: 600, 000 Shared Correct Challenge: Which Data is Correct and Which is Incorrect? Shared Incorrect

Building the Consolidated View 40 Attributes 25 Attributes 80% Reliability 70% Reliability 5, 000 Customers Consolidated 3, 400, 000 Unique Customers Application 1 1, 400, 000 Customers Application 2 110 Attributes 90% Reliability 80 Attributes 15 Attributes 75% Reliability 800, 000 Customers 400, 000 Customers 65% Reliability Application 3 Application 4

Consumer Customer Attributes

Corporate Customer Attributes

Corporate Contact Attributes

Agenda q q q q The Data Issue Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust The Operational Reference Store Case Study Summary

Trust q Trust is a factor of: l Reliability – Source Application, Relevance of Attribute to Business Process, Decay – Type, Timeline, Rate, Range l Validation Rules – Dependency, Referential Integrity, Domain, Existence, Pattern l Consistency q Trust allows you to: l l Source reference data from multiple applications Choose the current most dependable source

What Trust Needs q Attribute/Cell Level Meta Data l l l At the Instance Level Date Last Refreshed Data Last Changed q Cross Reference from Application View to Consolidated View q History l l Of Consolidated Record Of Source Records q Business Rules

Initial Trust Order Sales Processing 65 Distribution Accounts Margin Call External Data Receivable Provider Sales 40 Phone 50 60 Call Center e. Support 80 30

Decay

Trust Example - Decay ORDER PROCESSING SYSTEM Initial Trust Current Trust EXTERNAL DATA PROVIDER Name Robert Smith 75 75 Name Mr. Robert Smith Address 4 Green Street, Brownsville, TX, 78520 -6399 75 45 Address Phone Number (560) 340 4540 65 40 Phone Number CONSOLIDATED Current Trust Robert Smith 75 Address 4 Green Street, Brownsville, TX, 78520 -6399 50 Phone Number (560) 340 4540 50 60 60 4 Green Street, Brownsville, TX 78520 -6399 Name TIME Initial Current Trust 60 50 (560) 340 4540 60 50

Trust Example - Decay ORDER PROCESSING SYSTEM Initial Trust Current Trust EXTERNAL DATA PROVIDER Name Robert Smith 75 75 Name Mr. Robert Smith Address 4 Green Street, Brownsville, TX, 78520 -6399 75 44 Address Phone Number (560) 340 4540 65 38 Phone Number CONSOLIDATED Current Trust Robert Smith 75 Address 4 Green Street, Brownsville, TX, 78520 -6399 49 Phone Number (560) 340 4540 49 60 60 4 Green Street, Brownsville, TX 78520 -6399 Name TIME Initial Current Trust 60 49 (560) 340 4540 60 49

Trust Example - Decay ORDER PROCESSING SYSTEM AUG 14 Initial Trust Current Trust EXTERNAL DATA PROVIDER Name Robert Smith 75 75 Name Mr. Robert Smith Address 4 Green Street, Brownsville, TX, 78520 -6399 75 39 Address Phone Number (560) 852 7600 65 65 Phone Number CONSOLIDATED Current Trust Robert Smith 75 Address 4 Green Street, Brownsville, TX, 78520 -6399 42 Phone Number (560) 852 7600 65 60 60 4 Green Street, Brownsville, TX 78520 -6399 Name TIME Initial Current Trust 60 42 (560) 340 4540 60 42

Trust Example - Decay ORDER PROCESSING SYSTEM Initial Trust Current Trust EXTERNAL DATA PROVIDER SEPT 30 Name Robert Smith 75 75 Name Mr. Robert Smith Address 4 Green Street, Brownsville, TX, 78520 -6399 75 36 Address Phone Number (560) 852 7600 65 62 Phone Number CONSOLIDATED Current Trust Robert Smith 75 Address 4 Red Street, Brownsville, TX, 78520 -6399 60 Phone Number (560) 852 7600 62 60 60 4 Red Street, Brownsville, TX 78520 -6399 Name TIME Initial Current Trust 60 60 (560) 340 4540 60 42

Trust Example - Validation BILLING SYSTEM Initial Trust Current Trust DELIVERY SYSTEM Initial Current Trust Name Sam Jones 75% Name Mr. Sam Jones 50% Address 4 Green Street, Boston, MA, 01701 75% 65% Address 4 Red Street, Boston, MA, 01701 65% 50% Phone Number (617) 934 4000 50% 40% Phone Number (617) 934 4000 60% 55% CRM Initial Current Trust Name 75% Address 4 Green Street, Boston, MA, 01701 75% 65% Phone Number TIME Sam Jones (617) 934 4000 60% 55%

Trust Example - Validation BILLING SYSTEM Initial Trust Current Trust DELIVERY SYSTEM Initial Current Trust Name Sam Jones 75% Name Mr. Sam Jones 50% Address 4 Green Street, Boston, MA, 01701 75% 63% Address 4 Red Street, Boston, MA, 01701 65% 48% Phone Number (617) 934 4000 50% 40% Phone Number (617) 934 4000 60% 53% CRM Initial Current Trust Name 75% Address 4 Green Street, Boston, MA, 01701 75% 63% Phone Number TIME Sam Jones (617) 934 4000 60% 53%

Trust Example - Validation BILLING SYSTEM Initial Trust Current Trust DELIVERY SYSTEM Initial Current Trust Name Sam Jones 75% Name Mr. Sam Jones 50% Address 4 Green Street, Boston, MA, 01701 75% 43% Address 4 Red Street, Boston, MA, 01701 65% 48% Phone Number (617) 934 4000 50% 40% Phone Number (617) 934 4000 60% 53% e. Billing Initial Current Trust Name Robert Smith 75% Email rsmith@aol. com 95% 93% CRM Phone Number (617) 934 4000 40% 35% Name Sam Jones 75% Address 4 Red Street, Boston, MA, 01701 75% 48% Phone Number (617) 934 4000 60% 53% TIME Initial Current Trust

Consolidation Accounts Receivable Name Address Zip Phone Citibank SSB Travelers Citicorp 3800 CITIBANK CTR 33610 390 GENICH ST 10013 1 TOWER SQ 06101 111 WALL ST 10005 813 -604 -2500 212 978 2345 860 -277 -1000 212 -657 -7199 Fax SIC Symbol Bank Acc Login Id Password 813 -604 -2501 040 212 978038 2346 860 -277 -1001 032 212 -657 -7144 040 CITI SSB TRAV CITI Credit Name Annual Revenue Phone Marketing Name Address Citi Group 111 WALL ST Travelers 1 TOWER SQ $111, 826, 000 Citi Saloman $10, 000, 000 Travelers $10, 572, 000 Zip Phone 10005 212 -657 -7000 06101 860 -277 -1000 001 2738 2637 003 2536 2637 002 4657 3536 001 2536 2733 212 -657 -7144 212 978 2345 860 -277 -1000 ******** Fax SIC Industry Credit Rating 212 -657 -7000 040 212 978038 2000 860 277032 1001 Fax SIC Industry 212 -657 -7000 040 860 -277 -1000 032 gefstsd gdfstye trav 03 cc 32527 Retail Banking. AAA Merchant Banking AAA Insurance AAA Symbol Financial Services CITI Insurance - Property & Casualty Insurance TRAV

Consolidation Accounts Receivable Name Address Zip Phone Citibank SSB Travelers Citicorp 3800 CITIBANK CTR 33610 390 GENICH ST 10013 1 TOWER SQ 06101 111 WALL ST 10005 813 -604 -2500 212 978 2345 860 -277 -1000 212 -657 -7199 Fax SIC Symbol Bank Acc Login Id Password 813 -604 -2501 040 212 978038 2346 860 -277 -1001 032 212 -657 -7144 040 CITI SSB TRAV CITI Credit Name Annual Revenue Phone Marketing Name Address Citi Group 111 WALL ST Travelers 1 TOWER SQ Citi $111, 826, 000 Saloman 10, 000, 000 Travelers $10, 572, 000 Zip Phone 10005 212 -657 -7000 06101 860 -277 -1000 CRM Name Address Zip Phone Citicorp 001 2738 2637 003 2536 2637 002 4657 3536 001 2536 2733 212 -657 -7144 212 978 2345 860 -277 -1000 ******** Fax SIC Industry Credit Rating 212 -657 -7000 040 212 978038 2000 860 277032 1001 Fax SIC Industry 212 -657 -7000 040 860 -277 -1000 032 gefstsd gdfstye trav 03 cc 32527 Retail Banking. AAA Merchant Banking AAA Insurance AAA Symbol Financial Services CITI Insurance - Property & Casualty Insurance TRAV Fax Annual Revenue SIC Industry 111 Wall Street 10005 212 -657 -7000 $111, 826, 000 040 Credit Rating Financial Services AAA

Consolidation Accounts Receivable Name Address Zip Phone Citibank SSB Travelers Citicorp 3800 CITIBANK CTR 33610 390 GRENICH ST 10013 1 TOWER SQ 06101 111 WALL ST 10005 Fax SIC Symbol Bank Acc Login Id Password 813 -604 -2500 212 978 2345 860 -277 -1000 212 -657 -7199 813 -604 -2501 040 212 978038 2346 860 -277 -1001 032 212 -657 -7144 040 CITI SSB TRAV CITI Credit Name Annual Revenue Phone Marketing Name Address Citi Group 111 WALL ST Travelers 1 TOWER SQ $111, 826, 000 Citi Saloman $10, 000, 000 Travelers $10, 572, 000 Zip Phone 10005 212 -657 -7000 06101 860 -277 -1000 CRM Name Address Zip Phone Citicorp 001 2738 2637 003 2536 2637 002 4657 3536 001 2536 2733 212 -657 -7144 212 978 2300 860 -277 -1000 212 -657 -7000 040 212 978038 2000 860 277032 1001 Retail Banking. AAA Merchant Banking AAA Insurance AAA Symbol Financial Services CITI Insurance - Property & Casualty Insurance TRAV Fax Annual Revenue SIC Industry 111 Wall Street 10005 212 -657 -7000 $111, 826, 000 Salomon Smith. Grenwich Strett 212 978 2300 212 978 $10, 000, 000 390 06101 2346 ******** Fax SIC Industry Credit Rating Fax SIC Industry 212 -657 -7000 040 860 -277 -1000 032 gefstsd gdfstye trav 03 cc 32527 Credit Rating 040 Financial Services AAA 038 Merchant Banking AAA

Agenda q q q q The Data Issue Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust The Operational Reference Store Case Study Summary

Re-use of Reference Data Internal Legacy Data Feeds Customer Product Supplier Broker Supplier Employee Employee Part Location Part External Data Feeds Dunn and Bradstreet Operational Reference Store Acxiom Standard and Poors CRM SCM SCM ERP Warehouse Legacy Migration Business Intelligence Applications

Current Enterprise Architecture Data Warehouse Internet Applications ERP SCM CRM Other Business Process Tibco, Vitria, Webmethods BEA Tuxedo, IBM MQSeries Informatica, Information Builders EAI LEGACY Demand Supply plannin g g Manu plannin g Order Inventory Logistic mgmt s mgmt GL Dr Cr Billing HR Plant ops Inventor Warehse y Analysi e comm s POS Wireles s SFA Mktg Help Desk Call Centre

ORS Positioning: The Data Layer Data Warehouse Web Applications ERP SCM CRM Other Process Rules Business Process Data Rules Data Layer Application Rules EAI LEGACY Demand Supply plannin g g Manu plannin g Order Inventory Logistic mgmt s mgmt GL Dr Cr Billing HR Plant ops Inventor Warehse y Analysi e comm s POS Wireles s SFA Mktg Help Desk Call Centre

Operational Reference Store (ORS) Administration Console Business Console XML Business Data Management Data Cleansing Rules XREF Operational Data Store Data Movement Reference Data Message Queue Operational Reference Store C o m m u n i c a t i o n Configuration Server ANALYTICS SCM ERP CRM Web LEGACY

Complementing Data Movement Tools q ORS does not move data but houses reference data q Data Movement tools used to move reference data to ORS staging areas and from the ORS q The ORS provides the Data Movement tools with: l l l Consolidated Keys Cross Reference of all foreign keys for each application Definitive view of reference data History

Complementing Data Cleansing Tools q Captures the l l l Before Cleanse & History After Cleanse & History Consolidated Image & History q Comprehends the dirty to clean mapping q Prevents unnecessary cleansing of unchanged data q Ensures cleansing is an ongoing and continual task q Prevents having to make all data available for the matching process handled by the cleansing tools q Manages the entire process and provides an audit trail

ORS Contains q Persistent store of reference data q History of changes to consolidated reference data q History of changes to source reference data q Comprehensive Cross Reference between each ORS element and the source q Rules l l Matching Consolidation (Trust) Impact Synchronization q CRUD security model

ORS Capabilities – Real Time & Batch q Matching objects q Merge objects based on trust q Calculate deltas of incoming data q Rollback changes (including incorrect merges) q Business console to view and modify data q Control synchronization of changes to source q Apply data rules consistently q XML communication capability q View lineage of any data element l Including the elements that were not chosen

Re-using the Consolidated View 40 Attributes 25 Attributes New System 80% Reliability 70% Reliability 5, 000 Customers ORS 3, 400, 000 Unique Customers Application 1 1, 400, 000 Customers Application 2 110 Attributes 90% Reliability 80 Attributes 15 Attributes 75% Reliability 800, 000 Customers 400, 000 Customers 65% Reliability Application 3 Application 4

Agenda q q q q The Data Issue Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust The Operational Reference Store Case Study Summary

Real Life Case Study q Large financial services company with four operating divisions (life insurance, health insurance, employee benefits and investments) and many sources of data q Company assumed it had: l l 500, 000 customers 40 products and believed each customer bought multiple products 25 individual points of information on each customer data warehouse provided only 70% reliability q Significant investment in CRM and e-Business initiatives q Lacked reliable and consistent corporate information since no way to resolve conflicts in overlapping data from different systems q Wanted to effectively use expensive investments in legacy systems and external market intelligence databases

ORS: Core of the Enterprise Nervous System Operational Reference Store

The ORS Solution q Client Implemented a reliable Operational Reference Store q Provided consolidated view of the company’s client base. l l l 200, 000 unique corporate customers not 500, 000 100 points of information for each corporate client and not 25 Corporate clients used an average of 1. 3 products of 40 available q Reliable data easily shared with operational systems with updates to information consistent across the enterprise q Single consolidated customer record showing all relevant components of the customer relationship q Accessible through an easy to use read and write interface q ORS is so core to their operations that company will not pay commissions to its insurance brokers without it.

The ORS Solution q Implemented a complete solution that: l l l Required no custom coding by the customer Scalable Leveraged existing systems and expenditures quickly without a rewrite Solved their real business problem 2 strategic business initiatives implemented – 9 further planned – All reusing the Operation Reference Store

Agenda q q q q The Data Issue Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust The Operational Reference Store Case Study Summary

The Failure of Single Authorative Source q Restricts the reliability of the CRM solution to the reliability of the single source applications q Fails to address the impact of change as new applications are implemented q Fails to tap into high quality information applications with small population sets q Misses too many touch points for an up-to-date and complete view of reference data q Fails to recognize and manage data conflict

ORS Value Proposition q Ensure CRM delivers on its ROI l l l Guarantee reliability of reference and cross sell data Provide a sustainable platform to maintain data reliability Immediate adoption of application by the business q Reduce the cost, risk and time to market l l l Data migration consolidation through rules not code Re-use corporate asset – Operational Reference Store Predefined rules expedite implementation q Data Management Strategy for and by the business l Provides business with a definitive single view of: – Customer, Product, Part, Supplier, Broker, Employee, Household, etc l Provides single application where business can manage single view – Resolve conflicting views from different applications – Understand how each application represents its data – Comprehend the how one applications view compares with another

ROI q ORS delivers l A reusable corporate asset providing: – Definitive view of reference data – Understanding on how and why information has been consolidate – Cross reference back to all applications’ perspective on the definitive view l l Reduced data migration phases on all future projects A practical solution to evolve to a single authorative store of reference data saving: – Cost of poor data in operation systems – Cost of managing multiple sources

How Gartner Views Existing e-Business Integration Market Business Process Integration Information Integration Source: Ebiz and Computer World Gartner EAI Conference, May, 2001

Integration Market with an ORS Operational Reference Store

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