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Agenda

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. The Data Issue Managing Data Today The Value of Multiple Data Sources Introducing the concept of Trust

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Agenda

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  1. How to Find the Elusive Single View of Customer –Your CRM Initiative Depends on ItJean PaquetChief Technology OfficerDelos TechnologyThe Information Reliability Company

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

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

  4. 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

  5. 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

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

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

  8. 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 Non-overlapping Sources Interpretation can conflict when handling multiple sources Types of Data

  9. Types of Data

  10. 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

  11. 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

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

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

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

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

  16. 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 eSupport

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

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

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

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

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

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

  23. Consumer Customer Attributes

  24. Corporate Customer Attributes

  25. Corporate Contact Attributes

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

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

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

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

  30. Decay

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

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

  33. Trust Example - Decay ORDER PROCESSING SYSTEM AUG 14 Initial Current Trust Trust Name Robert Smith 75 75 Address 4 Green Street, 75 39 Brownsville, TX, 78520-6399 Phone Number (560) 852 7600 65 65 EXTERNAL DATA PROVIDER Initial Current Trust Trust Name Mr. Robert Smith 60 60 Address 4 Green Street, 60 42 Brownsville, TX 78520-6399 Phone Number (560) 340 4540 60 42 CONSOLIDATED Current Trust Name Robert Smith 75 Address 4 Green Street, 42 Brownsville, TX, 78520-6399 Phone Number (560) 852 760065 TIME

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

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

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

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

  38. Consolidation Accounts Receivable Name Address Zip Phone Fax SIC Symbol Bank Acc Login Id Password Citibank 3800 CITIBANK CTR 33610 813-604-2500 813-604-2501 040 CITI 001 2738 2637 gefstsd ******** SSB 390 GENICH ST 10013 212 978 2345 212 978 2346 038 SSB 003 2536 2637 gdfstye ******** Travelers 1 TOWER SQ 06101 860-277-1000 860-277-1001 032 TRAV 002 4657 3536 trav03 ******** Citicorp 111 WALL ST 10005 212-657-7199 212-657-7144 040 CITI 001 2536 2733 cc32527 ******** Credit Name Annual Revenue Phone Fax SIC Industry Credit Rating Citi $111,826,000,000 212-657-7144 212-657-7000 040 Retail Banking AAA Saloman $10,000,000,000 212 978 2345 212 978 2000 038 Merchant Banking AAA Marketing Travelers $10,572,000,000 860-277-1000 860 277 1001 032 Insurance AAA Name Address Zip Phone Fax SIC Industry Symbol Citi Group 111 WALL ST 10005 212-657-7000 212-657-7000 040 Financial Services CITI Travelers 1 TOWER SQ 06101 860-277-1000 860-277-1000 032 Insurance - Property & Casualty Insurance TRAV

  39. Consolidation Accounts Receivable Name Address Zip Phone Fax SIC Symbol Bank Acc Login Id Password Citibank 3800 CITIBANK CTR 33610 813-604-2500 813-604-2501 040 CITI 001 2738 2637 gefstsd ******** SSB 390 GENICH ST 10013 212 978 2345 212 978 2346 038 SSB 003 2536 2637 gdfstye ******** Travelers 1 TOWER SQ 06101 860-277-1000 860-277-1001 032 TRAV 002 4657 3536 trav03 ******** Citicorp 111 WALL ST 10005 212-657-7199 212-657-7144 040 CITI 001 2536 2733 cc32527 ******** Credit Name Annual Revenue Phone Fax SIC Industry Credit Rating Citi $111,826,000,000 212-657-7144 212-657-7000 040 Retail Banking AAA Saloman 10,000,000,000 212 978 2345 212 978 2000 038 Merchant Banking AAA Marketing Travelers $10,572,000,000 860-277-1000 860 277 1001 032 Insurance AAA Name Address Zip Phone Fax SIC Industry Symbol Citi Group 111 WALL ST 10005 212-657-7000 212-657-7000 040 Financial Services CITI Travelers 1 TOWER SQ 06101 860-277-1000 860-277-1000 032 Insurance - Property & Casualty Insurance TRAV CRM Name Address Zip Phone Fax Annual Revenue SIC Industry Credit Rating Citicorp 111 Wall Street 10005 212-657-7000 212-657-7000 $111,826,000,000 040 Financial Services AAA

  40. Consolidation Accounts Receivable Name Address Zip Phone Fax SIC Symbol Bank Acc Login Id Password Citibank 3800 CITIBANK CTR 33610 813-604-2500 813-604-2501 040 CITI 001 2738 2637 gefstsd ******** SSB 390 GRENICH ST 10013 212 978 2345 212 978 2346 038 SSB 003 2536 2637 gdfstye ******** Travelers 1 TOWER SQ 06101 860-277-1000 860-277-1001 032 TRAV 002 4657 3536 trav03 ******** Citicorp 111 WALL ST 10005 212-657-7199 212-657-7144 040 CITI 001 2536 2733 cc32527 ******** Credit Name Annual Revenue Phone Fax SIC Industry Credit Rating Citi $111,826,000,000 212-657-7144 212-657-7000 040 Retail Banking AAA Saloman $10,000,000,000 212 978 2300 212 978 2000 038 Merchant Banking AAA Marketing Travelers $10,572,000,000 860-277-1000 860 277 1001 032 Insurance AAA Name Address Zip Phone Fax SIC Industry Symbol Citi Group 111 WALL ST 10005 212-657-7000 212-657-7000 040 Financial Services CITI Travelers 1 TOWER SQ 06101 860-277-1000 860-277-1000 032 Insurance - Property & Casualty Insurance TRAV CRM Name Address Zip Phone Fax Annual Revenue SIC Industry Credit Rating Citicorp 111 Wall Street 10005 212-657-7000 212-657-7000 $111,826,000,000 040 Financial Services AAA Salomon Smith 390 Grenwich Strett 06101 212 978 2300 212 978 2346 $10,000,000,000 038 Merchant Banking AAA

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

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

  43. Current Enterprise Architecture ERP SCM CRM Internet Applications Other Data Warehouse Business Process Tibco, Vitria, Webmethods BEA Tuxedo, IBM MQSeries Informatica, Information Builders EAI LEGACY Help Desk Mktg Call Centre Inventory mgmt Logistics mgmt e comm POS Wireless SFA Demand planning Supply planning Manu planning Order mgmt Plant ops Inventory Warehse Analysis Billing HR GL Dr Cr

  44. LEGACY Help Desk Mktg Call Centre Inventory mgmt Logistics mgmt e comm POS Wireless SFA Demand planning Supply planning Manu planning Order mgmt Plant ops Inventory Warehse Analysis Billing HR GL Dr Cr ORS Positioning: The Data Layer ERP SCM CRM Web Applications Other Data Warehouse Business Process Process Rules Data Rules Data Layer Application Rules EAI

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

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

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

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

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

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

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