MDM for a Consistent View of Customers

1. MDM for a Consistent View of Customers JB Sastry Chief Architect, DW- GE Money May 15, 2007 CDI/MDM initiatives are NOT IT initiatives They need to solve prevailing or future business problems Sponsorship is critical It is a progressive roadmap Each step has validation-quality cycles associated

2. Our Customer Centric Enterprise Compliance Management Framework Customer Centric Processes Legal Barriers Contractual Obligations Strategic Imperatives Examples of contractual barriers – retailer contracts; no mix and merge of specific retailer data Legal examples- can not use house hold info for adverse action Can not use customer data from Acxiom for adverse actions Define to ensure what exact customer oriented processes are being catered to: How do thes efit into over all organizational strategies Make the investment work toward integrated joint strategies- avoiding business functional siloes is more of a dream than a reality

3. Customer- 360 [ x ‘n’] Finance and Capital Mkts Sales/Mktg Profitability Relationship-1 Addresses Legal & Compliance Fraud & Money Laundering Relationship-3 Contacts Life Evt Scores Self Svc Apps Risk Mgt Relationship-2 Triggers Channel & Contacts Mgt Delinquency Mgt Many customer touch points Many customer management aspects Many customer oriented biz functions

4. Examples of Customer Centric Processes Risk Management: Vintage Analysis Preferences and Contact Optimization Channel/Contacts Mgt: Delinquency Mgt: Treatment Optimization Extended Operationalization Preference & Privacy Mgt: Fraud and Money Laundering: Suspicion Triggers Increasingly and stunningly the customer centric information is finding place in predictive models Analytical models are becoming sophisticated and processes richer due to customer level data injection Creative applications are emerging suggestive of DW- Info Mgt Maturity rise

5. Key Goals of Master Data A solution that collates, maintains and provides organizational Master Data to operational systems as needed in a standardized manner. It has built in data governance and synchronization mechanisms to ensure appropriateness is maintained consistently. Some industry definitions Key words- standardization, governance, synchronization

6. MDM Characteristics Access enables Agility Enterprise-wide Data Integration Synchronization (With OLTP) Guarantees currency Quality and Data Governance ensures Reference Without enterprise-wide integration, customer centricity is a lost cause Multi-tiered systems facilitate access points in line with consumption Often, access is the main leverage used by biz siloes to proliferate “irrational data exuberance”- to steal a phrase from the redoubtable mr. greenspan Value of information is compromised (enhanced) by data quality By far the most complex piece of the puzzle: App and Data Integration come together. Watch out for complex data flows across multiple tiers Data ownership and stewardship policies a must to avoid unbridled chaos

7. Extracting the Master Data Providers: Source systems, Comm Channels, Web Logs, Bureaus… Data Processors: Rules Engines, CDI, App work flow, SOA,… Enablers: Meta Data, Data Quality/Profiling, Master Data … Process Information Integrators: Strategic information integration, Tactical Referencing, Behavior Modeling, Strategy Bldg, Optimization,.… Tools: DWs, ETL, OLAP, Data Mining,…

8. A Multi-tiered Data Mgt Solution Fin Data Mart CRM Data Mart OPS Data Mart Risk Data Mart Analytics Bureau Measures Acct Level Performance Metrics Time Series Model & Strategy Data Cust Level Cust Behavior CLV Cust Account Apps & Scores Acct History Ops & Coll. Acct Behavior Transaction Data Staging Systems

9. The DW-MDM Bridge Operational Data systems that are refreshed from DW servicing the Master Reference Data Tier DWH ETL Mappings Three forms of Master Data- Analytic Operational Actionable- e.x. Contacts; Offers

10. The Information ‘Package’ Meta Data: Lineage, Linkage, Definitions, Logistics and Morphosis x + = Raw Data Information Data Quality:Accuracy, Timeliness, Relevance, Completeness, Trustworthiness and Meaning

11. Corner-Stones of Customer MDM Extremely diverse ‘aspects’ of behavior dependent upon the particular biz function’s outlook Contact mgt, cost mgt (delq), cross sell, …. Standardized tools and processes for cleanse-match-merge routines Identity Behavior Meta-Information Mappings Organizational motto of “Know thine data” Meta information could be exhaustive- a thankless information assembly that is only sporadically used Often the most neglected area of DW builds due to typical cost/time over runs Structured approaches Naming conventions Data Stewardship crucial for success

12. Integrating the Customer Information Customer- Demographics, Contacts, Preferences, … Master Ref Customer- 360 View Acct Financials, Trending and Tracking Actionable BI Cleanse- Dedup- Match- Unify Account Level Consolidation Behavior Modeling & Strategy Rules Mostly this means customer level analysis but account level execution and tracking Integration funnels on both sides of the account-level data usage Expensive and painful system builds call for iterative production implementations for self-sustained projects Aim for ‘Bursts of ROI’ realization Divergent, Atomic Data Streams

13. Getting Organized for MDM Evolve a Solution Framework Find the Champion Encourage Sponsorship Create Roadmaps Data Stewardship Governance Board for change control Build Domain Expertise

14. Contact Information • If you have further questions or comments: Brahmaiah S Jarugumilli [JB] jbsastry@yahoo.com