Aaron Zornes Founder & Chief Research Officer The CDI-MDM Institute The-CDI-MDM-Institute a.k.a. tcdii

1. Technical Evaluation Criteria & Field Reports for CDI-MDM Solutions Aaron Zornes Founder & Chief Research Officer The CDI-MDM Institute www.The-CDI-MDM-Institute.coma.k.a. www.tcdii.com

2. Solidifying Requirements for 3rd Generation CDI-MDM Solutions • Multi-entity hub capabilities • SOA/shared services architecture with evolution to “process hubs” • Sophisticated hierarchy management • High-performance identity management • Data governance-ready framework Global 5000 enterprises’ “multi-hub” scenarios mandate architectural/infrastructure approach to CDI-MDM © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

3. Master Data Management Applications • Data, process, & policy hubs • CDI data hubs: Amdocs; DataFlux; IBM WCC; Initiate Systems; Nimaya; Oracle CDH; Oracle UCM; Purisma; Siperian; Teradata MDM; VisionWare • PIM data hubs: Comergent Technologies; Extol; FullTilt Solutions; GXS; Hybris; i2 MDM; IBM WCC (formerly Trigo); Liaison Technologies; Oracle PIM Data Hub; Riversand; SAP NetWeaver MDM; TIBCO CIM • Financial integration data hubs: Hyperion Solutions MDM; MetaVante Hub; Teradata Integrated Risk Mgmt • Life sciences data hubs: Cegedim; Dendrite • Others, e.g. citizen data hubs, privacy preference management hubs • Enterprise information management (EIM) frameworks • Above All (Composite Application Platform); Attunity; BusinessObjects (Data Integrator XI); Composite; Cordys; Data Foundations (OneData); DataLever; Denodo; Extraprise i2i Platform; Group/1 CDI Suite; Hewlett-Packard ZLE; Kalido; MetaMatrix; ObjectRiver MDM; TIBCO (Collaborative Information Manager) • Master reference data hubs • AML reference masters ; Counterparty reference masters; Pricing masters; Security reference masters; Vendors: Cicada, Data Foundations; Fidelity Compliance Hub; GoldenSource; Human Inference Blacklist Watch; Oracle Universal Pricing Master, TIBCO CIM Off-the-shelf apps & accelerator frameworks that employ various master data technologies to create & maintain an integrated set of master data entities such as party (customer/supplier/vendor) & product © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

4. Master Data Modeling/Data Governance • Data models • Vendors: GoldenSource Data Model; IBM Information Framework; Oracle Trading Community Architecture; Teradata LDMs; Universal Data Models • Metadata management • Vendors: ASG Rochade; CA Platinum Repository; IBM Business Reference Directory; Sypherlink Harvester • Methodology • Vendors: Deloitte/Informatica; IBM Data Governance Method1, TIBCO Accelerated Value Framework (AVF) The various software tools used to model both reference & operational master data; the methodologies & lifecycle tools to manage enterprise master data as an asset © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

5. Master Data Preparation • Data profiling • Vendors: IBM WebSphere ProfileStage; Informatica Data Explorer (formerly Evoke); Netrics • Data cleansing • Vendors: Business Objects Data Integrator: Cleansing; Human Inference HIquality; IBM WebSphere Quality Stage (formerly Vality); Informatica Data Quality Workbench (formerly Similarity); Innovative Systems ; Netrics; Pitney Bowes/Group 1; Platon Address Doctor; Silver Creek Systems DataLens System; Sypherlink Learning Lexicon; Harte-Hanks Trillium Software • Identity Resolution/Identity Matching/Entity Matching • Vendors: Acxiom AbiliTec; Austin Tetra; Dun & Bradstreet; Experian TruVue; Identity Systems; Nimaya IdentitySync; Purisma; Stratature +EDM; Initiate Systems Identity Hub; Netrics; Silver Creek Systems DataLens System The various software & managed service provider solutions which enhance the quality & enrich the content of master data entities such as a “unified customer view” or “unified physician view” © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

6. Master Data Movement • Business process management (BPM) & rules engines • Vendors: BEA AquaLogic Business Service Integration platform (formerly Fuego); Ilog; Fair Isaac Blaze; Experio; TIBCO Staffware Process Suite • Data federation/distributed query; enterprise application integration (EAI); enterprise information integration (EII); extract, transform, load (ETL); global data synchronisation (GDS) • Vendors: Ab Initio; BEA AquaLogic; BusinessObjects Data Integrator; Composite Software; Cross Z Solutions; Data Mirror; Denodo; Exeros; GoldenGate Software; IBM WebSphere DataStage (formerly Prism); IBM WebSphere Information Integrator; Informatica PowerCenter; Information Builders; Initiate Systems Data Federation; Ipedo; MetaMatrix; Oracle WarehouseBuilder/Sunopsis; Pervasive Data Junction; SAS Warehouse Studio; Software AG (Enterprise Information Integrator); Sun SeeBeyond ICAN Suite; Sybase Data Integration Suite; Sypherlink; TIBCO BusinessWorks (EAI), TIBCO DataExchange (ETL) , TIBCO CIM (GDS); webMethods The various middleware technologies used to perform the amalgamation of master data via aggregation, propagation, replication, & synchronisation technologies © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

7. MASTER DATA SEARCH • Vendors: • Attensity; ClearForest; BrightPlanet Deep Query Manager; Convera Technologies RetrievalWare; Endeca (Information Access Platform); IBM WebSphere Information Integration Search (Venetica); Insightful Corp. InFact; Inxight Software SmartDiscovery Analysis Server Exploratory search & search engines incorporating both structured & unstructured information for a variety of applications such as catalog management, deep web search & enterprise search © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

8. “Top 10” CDI Evaluation Criteria • Data model • Business services • Identity management • Data governance • Architecture • Data management • Infrastructure • Analytics • Developer productivity • Vendor integrity Infrastructure fracas will escalate as mega app vendors rush to dominate business services/processes & data models as high ground © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

9. #1 Criteria = Data Model • Data model to support complex roles & relationships • Party (customer, supplier, employee) & product • Reference – including price, location • Demographic profile – e.g., name, address, phone number, marital status, etc. • Roles & relationships between parties – including B2B companyhierarchies & B2C householding • Additional related entities – e.g., entitlements, prices, & privacy preferences • Data heritage, change history & survivorship • Industry-specific (vertical) extensions • Ability to import industry standard or custom-built data models – e.g., IBM IAA, IBM BDW, OASIS CIQ, Siebel CIF, Hogan CIS, Dendrite • Ability to support 3rd party hierarchy structures – e.g., D&B, Austin-Tetra • Vendor roadmap to “link” party & product domains Depth & breadth of data model – plus ability to adapt statically & on-the-fly –provide a solid CDI–MDM foundation © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

10. #2 Criteria = Business Services • External workflow engine & web services transaction support – e.g., business process management (BPM) • Rules engine • E2E support with operational applications with accelerators for complex transactions – e.g., new account origination & order to cash • Business semantic-driven horizontal customer processes – e.g. add party, change address, retire customers • “Best practice” templates for both horizontal & vertical customer – e.g., related processes • Compatibility with existing infrastructure investments – e.g., Tibco, MQ-Series, etc. • Standards – e.g., OMG’s Model-Driven Architecture (MDA), WS-Coordination, WS-Transaction, & BPEL • Vendor roadmap to process/policy hub solution via SOA Functionality & extensibility of business services are critical evaluation criteria for CDI-MDM solutions – longer term “process hubs” are the goal © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

11. #3 Criteria = Identity Management • Very high performance matching/aggregation/search • Ability to generate or incorporate “universal” master keys or global IDs • Cross-reference management – e.g., 1:M support, enforcement of cross-referencing • Support for all identity types – e.g., individual, household, organisation • Change detection & event mgmt – e.g., propagation & validation, in-doubt resolution • Support for privacy regulations – e.g., California SB-168 for remediation of SSN off public documents • E2E data mgmt processes to enforce data quality • Enable regulatory & privacy mandates • Non-obvious/intrusive entity resolution Smart matching plus effective human intervention – & automated actions – yield better identity management © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

12. #4 Criteria = Data Governance • Process design capture tools • Accelerators for people, process & technology integration – e.g., DG steering committees, process councils, & corporate/LOB data stewards • Tactical data steward consoles • Integrated metrics Based on recognition of issues at hand, an improving economy, & increasing regulatory requirements, businesses are now recognising the opportunity to take a more strategic view of data governance © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

13. #5 Criteria = Architecture • Multi-modality architectures • Virtual/registry • Persistence • Confederation • Multi-modal use cases • Analytical MDM • Operational MDM • Collaborative MDM • Multi-modal security • Profile access control • Integration with security of DB, CRM & ERP • Role-based user rights mgmt Given the generational evolution of CDI-MDM styles, it is vital to select a CDI-MDM solution specifically tuned for a given set of long term CDI-MDM requirements © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

14. #6 Criteria = Data Management • Consolidation & survivorship rules – e.g., intelligent merge/unmerge • Application- & role-level authorisation • Data cleansing • Address cleansing & standardisation • Pre-built integration to leading DQ tools • Closed loop-DQ • Data profiling • Central enforcement & tracking of DQ • Integration with Web-enabled aggregator data • Complex, long running transaction • Support for multiple master data types – e.g., reference, transactions • Comprehensive set of customer attributes for complete profile • History & audit trails Goal is to create end-to-end data mgmt processes that may be invoked by other major customer facing subsystems in addition to CRM package © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

15. #7 Criteria = Infrastructure • Scalability – e.g., in-memory or cache DBs; just-in-time aggregation • Manageability - e.g., system management & monitoring tools • Accessibility – e.g., ability to service wide-range of performance levels • Availability – e.g., resilience to various failure situations such as hardware & network outages; continuous data maintenance/ synchronisation • Rigorous multi-model support for all integration modes • Real-time • Tightly-coupled – e.g., COM, Java, CORBA) • Loosely-coupled (IBM MQ Series, XML/HTTP, integration servers) • Near real-time • Loosely-coupled (IBM MQ AMI, XML/HTTP, integration servers) • Batch • EDI, RosettaNet • Pre-packaged integration processes & templates • Intelligent routing – e.g., alerts, content-based routing & pub-sub As “single point of failure” asset, CDI-MDM internal infrastructure has all the requirements of mission-critical applications & must be evaluated so © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

16. #8 Criteria = Analytics • Customer segmentation & targeting for cross-sell & up-sell • In-line analytics for closed-loop marketing • Data profiling to manage “degree of trust” associated with given master customer data source (e.g., completeness, uniqueness, accuracy, & lineage) No longer are batch-oriented data marts or data warehouses sufficient to provide fundamental analytics necessary to drive customer profitability & value assessments (to enable JIT & differentiated service) © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

17. #9 Criteria = Developer Productivity • Life-cycle approach • Systems management tools • Change management • Software distribution • Testing • CMM compliance • Methodology CDI-MDM ultimate goal is user-driven rules management, yet IT professionals (data stewards, et al) must set up & fine-tune this mission-critical infrastructure © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

18. #10 Criteria = Vendor Integrity • References vs. proof-of-concepts • Professional services – Work done by IT vendor to assist in the delivery of solution via methodology, process, skills transfer, etc. • Quality • Breadth • Customisation • Corporate agility – Ability to respond, change direction, etc. in Responsiveness/Development Processes/Flexibility • Personnel – Mix of skills, expertise, experience, etc. • Leadership/available skills • Expertise/intellectual property • Financials – Combo of financial resources, liquidity, etc. • Access to capital • Profitability • Growth rate • Vendor pricing models CDI-MDM solutions have all the requirements of mission-critical applications – vendors must be evaluated so © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

19. Competitive Field Reports** D&B Integration Mgr DataFlux Data Foundations OneData Hyperion MDM i2 MDM IBM WebSphere Customer Center Initiate Systems Kalido MDM Oracle Customer Data Hub Oracle Universal Customer Master Purisma Data Hub SAP NetWeaver MDM Siperian MDM Hub Teradata MDM VisionWare ** Persisted customer data hubs with minimum 5 installs © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

20. Field Report: D&B Integration Manager Strengths Operational & Analytical MDM Hub-extensible registry style Pure CDI solutions – esp. mktg departments Best-in-class matching for business ID – e.g. match engine with B2B emphasis Reference-based matching B2B hierarchy accelerator Hosting services available ~$100M aggregate revenue within $1.7B DSP References – Cisco, EMC, Microsoft Live, Oracle, Sun Microsystems, … Weaknesses Active hierarchy mgmt Lack of strong SI channel Lack of vertical strategy 2nd tier CDI-MDM vendor alliances evolving Under invested in marketing Struggles to perform as S/W vendor Performance / scaling © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

21. Field Report: DataFlux Weaknesses High-end proof point Minimal CDI-MDM references Lack of SI channels Lack of BPM/workflow for “policy hubs” • Strengths • Integrated DQ • Multi-entity data model • SOA • Modest data governance • SAS “deep pockets” • SAS channel • Midmarket references – American Heart Association, Aspect, Intrawest, StorageTek, © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

22. Field Report: Data FoundationsOneData Strengths Full lifecycle with DG framework Integrated customer, product & vendor master data Data model flexibility Full SOA Focus on MDM & reference data Sophisticated hierarchy mgmt – relationship charts, rules mgmt Price Weaknesses Primarily a tool kit Lack of strong SI channel Under invested in marketing Lack of CDI references © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

23. Field Report: Hyperion MDM Strengths Analytical MDM Mature product (due to Razza acquisition) Hierarchy mgmt for reporting, performance mgmt, DW, … Robust business rules engine Intuitive change mgmt suitable for business users Strength in financials Integration with HYSL corporate performance mgmt apps & others HYSL sales force as channel Weaknesses Lack of CDI references Uncertain MDM future due to pending M&A by ORCL & subsequent fallout with SAP © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

24. Field Report: i2 Master Data Management Strengths Full lifecycle Integrated enterprise MDM – customer, product & vendor Full SOA including reference workflows Retail, mfg, PIM & vendor mgmt expertise Data model flexibility Focus on MDM (10+ years & over 1K implementations experience in data models, data semantics & data mgmt) Separate division for Marketing & Sales MDM Weaknesses Lack of strong SI channel Under investment in marketing = name recognition & market awareness issues Lack of CDI references © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

25. Field Report: IBM WebSphere Customer Center Weaknesses Data governance strategy maturing BPM/EAI strategy is maturing for process hubs Registry strategy still maturing “Forced fit” with WebSphere family (Product Center, Information Server) • Strengths • MDM for analytical & operational • SOA architecture provides for hub swap-out • Industry model expertise • Momentum – AT&T, BankAmerica, Barclays, Canadian Tire, CWI (Holland Workers Compensation), Irish Life, De Lage Landen/RABO, Mastercard, Norwich Union Life, Post Finance, … • High-end production sites – BCE, Citi, MetLife, … • IBM GBS channel + TCS & Wipro © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

26. Field Report: Initiate Systems Identity Hub Weaknesses Data governance strategy missing including high performance rules engine & process hub Persistence strategy still ramping up SI channel ramping up – ANC, BE, IBM Lack of integrated DQ • Strengths • Fast time-to-value • Real-time probabilistic match scalability • Public references – Countrywide, Intuit, Microsoft, UPMC, … • Healthcare, hospitality & retail pharmacy expertise • 50% growth in customer base © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

27. FieldReport:Kalido MDM Strengths Analytical MDM reporting Customer, product, financial, supplier, employee, KPI, etc. References – BP, Nationwide, Labatt, Owens Corning, Shell, … Process flows for complex data governance Focus on MDM for analytics & corporate performance mgmt MDM methodology & workflow engine Time variance support for change mgmt • Weaknesses • Not focused on operational MDM • Lack of strong SI channel • Under invested in marketing • Enterprise DW positioning vs. early MDM proponent • Performance / scaling (resolved in MDM 8R3?) © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

28. Field Report: Oracle Customer Data Hub Weaknesses High-end references Fair-to-meek customer recognition capability Best fit is mid-market & B2B Lack of industry-specific data models • Strengths • Strong enterprise MDM vision • Mid-market references – BBC-TV, CIT Group, Co-Op, Etat De Geneve, GGB, Hanjin Shipping, Network Appliance , … • High-tech mfg expertise • Trading community architecture • Global ID generation, mgmt & x-ref • Integrated DQ & analytics • Future integration with Oracle DB © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

29. Field Report: Oracle-Siebel Universal Customer Master Weaknesses Data governance strategy just evolving – at tactical data stewardship level Shifting roadmap for future integration of hubs, & also with apps Intelligent batch load scaling issues** • Strengths • Strong enterprise MDM vision • First to mkt with process hub (Privacy Management Policy Hub) • Momentum & expertise in telco & retail banking • High-end production sites – Endesa, Home Depot, UMB Bank, TFS, … • Integrated DQ & analytics • Strong SI channel • Future Oracle DB integration **Resolved by Oracle Data Integrator (a.k.a. Sunopsys) © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

30. Field Report: Purisma Data Hub Weaknesses Lack of strong SI channel Under invested in marketing Scarce references • Strengths • B2B, B2C, & B2B2C hierarchy management • Global ID capability • Appliance model • Data governance accelerator • Strong partnerships with D&B & Business Objects © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

31. Field Report: SAP NetWeaver Master Data Management Weaknesses Operational MDM lacking M/W only for transport Batch-like SAP XI required for data movement “Customer” data type still maturing No party-based data model ... “business partner” ≠ customer MDM 5.5 sp4 data model does not support party concept Only simple 2 layer hierarchies Matching works but no AUTOMERGE • Strengths • Analytical MDM reporting • Quantity of MDM references – Adidas, Intel, Nortel, Whirlpool, … • Supply chain expertise • PIM focus – product information management • Image management (catalog publishing) • SAP underpinnings for change mgmt © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

32. Field Report: Siperian MDM Hub Strengths Field-tested multi-entity support– Products/Customers– B2B/B2C/B2B2C– Employee/Contractor/Clinical Protocol/Product Multiple implementation architectures Federated architecture + high-speed match & link Strong partnership with Identity Systems Pharma & financial services expertise/momentum Weaknesses Entity lifecycle mgmt – esp. data governance SI & data service provider partnerships still maturing Under invested in marketing Perceived as “pharma-centric” © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

33. Field Report: Teradata Master Data Management Strengths Analytical + Operational MDM Full lifecycle & process flows for multi-entity support Proven data models with industry expertise – Banking, Insurance, Retail, Telco, Travel & Transportation Consolidated platform for EDW & MDM as unified/single repository of enterprise master data = lower TCO Integrated risk management Weaknesses Missing formal CDI solution Operational data governance strategy evolving Minimal references given it is a new solution © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

34. Field Report: VisionWare MultiVue Identification Server Strengths Analytical + Operational MDM People, property & assets Public sector expertise Sophisticated, yet well-packaged core MDM functionality – e.g., DB partitioning, web services,BPM Mid-market pricing MSFT software stack affinity MSFT as channel 100+ installations Weaknesses Strategy beyond public sector just beginning Currently mid-market scalability – e.g.,millions vs. 10s of millions of master records Matching algorithms require odious manual intervention Operational data governance strategy evolving Registry-orientation more than persisted data hub © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

35. Bottom Line • Acknowledge that no single vendor “does it all well” • Analytical vs. Operational vs. Collaborative MDM • B2B vs. B2C vs. B2B2C • Batch vs. real-time • Recognise that industry expertise matters • Test drive matching & consulting expertise • Apply data stewardship tools for business users for long-term data sustainability © 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com