Better Information through Master Data Management Oracle MDM as a Foundation for BI

1. Better Information through Master Data ManagementOracle MDM as a Foundation for BI David Butler Sr. Director, MDM Product Marketing

2. Agenda <Insert Picture Here> • The Problem • Information Architecture • The Oracle MDM Suite • MDM as a Foundation for BI • Dimensions, Cross-Reference, & Hierarchies • MDM in Oracle’s Pre-Built Analytics • MDM vs ETL Data Quality • MDM Operationalizes the DW

3. <Insert Picture Here> David Newman and Andrew White Gartner “Strategic Planning Assumption: By 2010, 70% of Global 1000 organizations will align their MDM and BI initiatives to speed delivery of actionable and authoritative information across the enterprise (0.7 probability).” Gartner Business Intelligence Summit, Hyatt Regency Chicago, March 12-14, 2007

4. A simple example to illustrate the power of the MDM solution • Mary Smith buys a green VN-Sweater for $50 from Old Navy on June 3rd. • The next day, Mary Evans sees the identical sweater (labeled RF-Sweater) at Banana Republic and buys it for $45 for a friend. • Acme, Inc supplies Old Navy with thread for their VN line of sweaters. • AI Corp supplies Banana Republic with thread for their RF line of sweaters. 2 Customers2 Products2 Retailers2 Suppliers Mary Smith VN-Sweater Old Navy Acme, Inc Mary Evans RF-Sweater Banana Republic AI Corp

5. $50.00 30391244 Mary Smith VN-Sweater Old Navy Acme, Inc. June 3, 2007 $45.00 30399872 Mary Evans RF-Sweater Banana R. AI Corp. June 4, 2007 Data Warehouse ETL Trickle Feed Old Navy FACT TABLE Amount Tx Id Customer Product Retailer Supplier Date Banana Republic

6. Customer Retailer Mary Smith Old Navy Mary Evans Banana R. Amount Tx Id Customer Product Retailer Supplier Date $50.00 30391244 Mary Smith VN-Sweater Old Navy Acme, Inc. June 3, 2007 $45.00 30399872 Mary Evans RF-Sweater Banana R. AI Corp. June 4, 2007 Product Supplier VN-Sweater Acme, Inc. RF-Sweater AI Corp. Star Schema What is the average revenue per customer? $47.50 Who is the most valuable customer? Mary Smith $50 Who is the number one retailer? Old Navy What is the Max revenue for any supplier? $50.00 FACT TABLE

7. Customer Retailer Mary Smith Old Navy Mary Evans Banana R. FACT TABLE Amount Tx Id Customer Product Retailer Supplier Date $50.00 30391244 Mary Smith VN-Sweater Old Navy Acme, Inc. June 3, 2007 $45.00 30399872 Mary Evans RF-Sweater Banana R. AI Corp. June 4, 2007 Product Supplier VN-Sweater Acme, Inc. RF-Sweater AI Corp. Analytics without MDM Good BI Tools - But wrong answers What is the average revenue per customer? $47.50 Who is the most valuable customer? Mary Smith $50 Who is the number one retailer? Old Navy What is the Max revenue for any supplier? $50.00 • Every one of these answers is wrong

8. A few more facts • Mary Smith married Mr. Evans and changed her name to Mary Evans after she bought the sweater from Old Navy. She is, in fact, the person who bought the other sweater the next day. • Requires survivorship and cross-reference • Old Navy and Banana Republic are both subsidiaries of The Gap. • Requires hierarchy management • VN-Sweater and RF-Sweaters are two ids for the same actual item. • Requires data standardization and cross-reference • AI Corp is an often used alias for Acme, Inc. They are in fact the same supplier a MDM is designed to understand these facts and accurately reflect this reality. Requires attribute survivorship and cross-reference Requires hierarchy management Requires data standardization and cross-reference Requires supplier data quality, duplicate identification, and cross-reference

9. 240 businesses will change addresses 150 business telephone numbers will change or be disconnected 112 directorship (CEO, CFO, etc.) changes will occur 20 corporations will fail 12 new businesses will open their doors 4 companies will change their name Master Data Management FactsMaster data is always in constant state of flux Individuals Products Companies In one hour… In one day… In one hour… • 5,769 individuals in the US will change jobs • 2,748 individuals will change address • 515 individuals will get married • 263 individuals will get divorced • 186 individuals will declare a personal bankruptcy • 720 new Patents filed • 1,440 new products introduced • 10x that in product changes & product part changes • $109.5 million or 3.5% of total sales lost due to item information inefficiencies Master data changes at rate of 2% per month. Source: D&B, US Census Bureau, US Department of Health and Human Services, Administrative Office of the US Courts, Bureau of Labor Statistics, Gartner, A.T Kearney, GMA Invoice Accuracy Study

10. Master Data & Information Architecture <Insert Picture Here>

11. Describes the operational state Quantities, orders, opportunities, inventory, balances, leads, service requests, payments, promotions, etc. Transactional Data Describes business entities • Objects upon which transactions are executed • Application-specific data remains federated • Dimensions around which analysis is done Master Data Analytical Data Describes performance Trends, segmentation, forecasts, sales history, buying patterns, propensity to buy in the future, etc. Types of Data in the Enterprise Enterprise MDM Operational MDM Analytical MDM Enterprise Data

12. Data Marts Reporting Orchestration Data Warehouse DW Business Intelligence EAI ETL Ideal Information Architecture Applications CRM Apps SCM Apps Operations Websites Financials • Distribution ERP Apps PLM Apps

13. Analytics Orchestration Master Data EAI Master Data Master Data DW ETL DW DW EAI Transactional Data Analytical Data Ideal Information Architecture Data Marts Reporting Applications Data Warehouse CRM Apps SCM Apps Operations DW Websites Business Intelligence Financials • Distribution ERP Apps PLM Apps ETL

14. MDM Applications ESB = DRM = BI Pub Data Hubs OBI EE Plus, EPM, .. = OWB & ODI Oracle DW = ESB Real Application Clusters Oracle Information Architecture Orchestration Applications Master Data Analytics CRM Apps SCM Apps Operations B P E L P M Master Data Websites Business Intelligence Financials ETL • Distribution ERP Apps DW PLM Apps EAI

15. EBS SAP Custom Apps External Apps Oracle Enterprise Master Data ManagementThe most complete MDM offering in the market today Data Governance Operational Systems Analytical Systems Analytical MDM Apps Operational MDM Apps Dashboards Siebel DW Customer Supplier Product Financial Analytical Site BI &Datamarts PeopleSoft Planning Oracle / Hyperion Data Relationship Management JDE Oracle Customer Hub Oracle Product Hub Oracle Site Hub Financial Consolidation Application Integration Architecture Budgeting Oracle Fusion Middleware

16. Siebel Siebel EBS EBS SAP SAP JDE JDE PeopleSoft PeopleSoft Custom Apps Custom Apps Other BI Key Components of Oracle Hub ProductsThe source of clean data for your enterprise Trusted Master Data • Consolidates & maintains accurate master information across the enterprise • Distributes as a single point of truth to all operational & analytical applications

17. MDM and Business Intelligence Dimensions Cross-Reference Hierarchies <Insert Picture Here>

18. Key MDM – DW Interfaces • MDM holds quality “governed” dimensions (Customer, Supplier, Product, Location, …) • Feeds DW “Dimensions on Steroids” • Facilitates joins across MDM Dimensions and DW Fact table • CPM, Dashboards, Reports - based on managed “trusted” data • MDM holds the corporate cross reference • Feeds DW for accurate fact table reconciliation • MDM holds the hierarchy information • Feeds DW for accurate role-ups • DW holds segmentation information • Feeds analytical results to MDM for access by applications • Operationalizes the DW

19. Trusted Master DataIn a rich central data model • Centralized data model • Customer • Product • Account • Supplier • Site • Fully Attributed • Flexible & Extensible • Capture all structured and unstructured data in one place

20. In Our Example • The model holds B2C information on Mary Smith and Mary Evens • It holds B2B information on Banana Republic and Old Navy • It holds Supplier information on Acme, Inc and AI Corp • It holds product information on VN-Sweaters and RF-Sweaters

21. Data Quality ServicesCleansing, enrichment, and certification • Data Steward Workbench • Intuitive full function UI • Import workbench • Data quality process management • Source System Management • Data standardization • Products: Silver Creek • Addresses: Trillium • Secure Search engine • Data Match rules • Merge rules • Survivorship rules • Data Augmentation • Householding: Acxiom • DUNs numbers: D&B • Data Certification • Auto Generate IDs

22. Product Information ManagementStandardize Sweater Descriptions Standardized Data (Ready to Match & Load) Non-Standard Data Description Description Old Navy 1 English English Blue V-Neck Pullover Wool Sweater size 36-24-22 Resistor 300 Ohm 5% 0.25 Watt Axial Carbon Film VN PO 50 Blue W 24W 36B 22A RESPCF AX300OHM1/4W5% Spanish Spanish Resistor 300 Ohmio 5% 1/4 Vatio Película Axial de Carbón SuéterAzul V-Cuello Jersey Lana tamaño 36-24-22 2 Russian Russian Резистор 300 Ом 5% 1/4 Ватт Аксиальная Карбонная Пленка Синийвырез мысомпуловершерстянойразмер36-24-22 Style Resistance Color Power Size Tolerance 3 V-Neck Pullover 300 Ohm 0.25 Watt Blue 36-24-22 5% Catalog Category Catalog Category UNSPSC UNSPSC Procurement Class Procurement Class Data StandardizationEngine* Data StandardizationEngine 5 4 Resistor Wool Sweater 32121609 32121609 R-I R-I Banana Republic Description Description 220 ohm CF AX 0.5W 10 % ress B Wool V Neck Pllvr S:36-24-22 English English Resistor 220 Ohm 10% 0.5 Watt Axial Carbon Film Blue V-Neck Pullover Wool Sweater size 36-24-22 Spanish Spanish SuéterAzul V-Cuello Jersey Lana tamaño 36-24-22 Resistor 220 Ohmio 10% 0.5 Vatio Película Axial de Carbón Russian Russian Резистор 220 Ом 10% 0.5 Ватт Аксиальная Карбонная Пленка Синийвырез мысомпуловершерстянойразмер36-24-22 Resistance Style Power Color Size Tolerance V-Neck Pullover 220 Ohm 0.5 Watt Blue 10% 36-24-22 Catalog Category Catalog Category UNSPSC UNSPSC Procurement Class Procurement Class Resistor Wool Sweater 32121609 32121609 R-X R-X *Partner offering: DataLens™ System from Silver Creek Systems

23. Customer Data IntegrationD&B Hierarchies and Aliases

24. In Our Example • The Product Hub determined that the two products were identical – ID 32121609 • The Customer Hub determined that the two retailers had the same parent – The Gap • The Customer Hub configured to master Suppliers determined that the two suppliers were actually one company - Acme Inc.

25. Knowledge Based MDM – World class CDI with unprecedented DQ • Enterprise MDM with effective data • Rapid implementation • Reduced cost of content integration • Improved Risk Mitigation & Privacy

26. In Our Example, Governance Policies dictated the following process • Trigger call out to Acxiom • Retrieve AbiliTec ID • Search for duplicates • Discover Mary Evans is the same person as Mary Smith Business Event - New Customer - Mary Evans

27. PARTIES SYS_REFERENCES Name Reg ID OS OSR Old Navy Mary Smith 551 ON 1234 Mary Evans 552 BR 9876 Banana Republic • Cross-reference maintained across merge PARTIES Name Reg ID Mary Evans 552 Duplicate Elimination & Cross Reference • Cross-reference details in the MDM tables

28. Customer Retailer Mary Evans Old Navy Banana R. The Gap Amount Tx Id Customer Product Retailer Supplier Date $50.00 30391244 Mary Smith VN-Sweater Old Navy Acme, Inc. June 3, 2007 $45.00 30399872 Mary Evans RF-Sweater Banana R. AI Corp. June 4, 2007 Product Supplier VN-Sweater Acme, Inc. Star Schema RevisitedAfter MDM Cleanup What is the average revenue per customer? $95 Who is the most valuable customer? Mary Evans $95 Who is the number one retailer? The Gap What is the Max revenue for any supplier? $95 FACT TABLE

29. Top Ten Without duplicate identification & hierarchy management Top 10

30. Top Ten With duplicate identification & hierarchy management Top 10

31. Oracle MDM and BI OBI Dashboards <Insert Picture Here>

32. Maps held in: • Informatica • & ODI Pre-built MDM Mappings Dozens of Dimensions, Thousands of attributes MDM for Better Dashboards - OBIA Common Schema Pre-built ETL Mappings MDM Hubs Transaction Tables Master Data Operational Summaries Dimensional Summaries

33. OBIA MDM Mappings Customer Data Hub Maps 477 Attribute maps From 11 TCA Tables Across 16 Maps 7 Dimensions 9 FACT Tables Product Information Management Data Hub Maps 1534 Attribute maps From 16 Tables Across 16 Maps 19 Dimensions 7 FACT Tables 33 33

34. Product Hub Data Customer Hub Data Dashboards & Reports w/ MDM DataAction Links Drill to Detail

35. Product Hub Data Drill to DetailHTML Form

36. MDM and EPM <Insert Picture Here>

37. Operational / Analytical MDM / EPM DRM Results Single view of customer Base hierarchies Single view of customer Single view of product DRM Results Base hierarchies Single view of product DRM Results Single view of financials Base hierarchies Single view of financials • Cross – domain mappings • Business perspectives • Alternate hierarchies • Multiple dimensions BI & EPM Applications Operational Data Operational Mastering Dashboards & Data Marts Marketing Customer Consolidate Cleanse Govern, Share GL Profitability & Risk Mgmt Product Data Warehouses Finance Consolidate Cleanse Govern, Share Budgeting & Forecasting Support Financial Supply Chain Optimization Consolidate Rationalize Govern, Share Engineering Reporting & Consolidation Logistics Analytical Mastering

38. Data Dimensions & HierarchiesOperational & Analytical MDM example • Query by client/company/job/region/employee/cost center/vendor • How much did our employee x earn from the Coca Cola bottling company of NZ on the advertising project for Diet Coke in New Castle.

39. MDM and ETL <Insert Picture Here>

40. Q Q Q Oracle Data Integrator (ODI) Fast, Powerful MDM & DW Data Loads MDM Applications Any Data Sources Metadata Management Data Warehouse Data Marts Data Connectivity Change Data Capture Business Intelligence Data Integration (EL-T)

41. Oracle Information Management Framework MDM Applications Data Integrator BI Applications Data Warehouse MDM Data ESB / SOA Suite / Data Integrator Data Governance Oracle SAP R/3 Siebel PSFT Others The Heterogeneous Enterprise Other

42. EAI DQ as part of ETL Applications Sales Production Service DW Sourcing Business Intelligence Billing Contracts Projects ETL evolved to add deep data quality capabilities to improve the value of the data in the DW Marketing ETL

43. MDM Applications w/ DQ MDM Data Hubs Gartner: Data quality "firewall" moves from the BI realm to extend across the enterprise.The same single view is now shared across the enterprise.* *The Role of Master Data Management in Unifying Financial and Nonfinancial Data, John Radcliffe and Nigel Rayner, March, 2008 DQ as Part of MDM Applications MDM consolidates master date so it can be cleansed and governed. DQ is a central component. Sales EAI Production Service Master Data Sourcing Business Intelligence Business Intelligence Billing ETL Contracts DW Projects Oracle DW Marketing EAI

44. “Operationalizing” the DW <Insert Picture Here>

45. MDM Data Hub EAI/SOA DW ETL EAI ETL into MDM Classification tables Segmentation

46. Usable by any Operational Application Call Center Operator Collections Agent Point of Sale Marketing outbound Point of Service Sales Exec

47. Summary <Insert Picture Here>

48. Enterprise Operational Applications External Data Providers Partner Integration Services Participants • E-Business Suite • Siebel • PeopleSoft • JD Edwards • Agile • G-Log • Portal • i-flex • Retek • Demantra Oracle B2B [EDI & XML adaptors 1SYNC /UCCNet ] Oracle WebCenter AIA Process Integration Packs Oracle Adaptors Oracle Enterprise Identity Management BPEL Process Manager Service Bus Oracle Fusion Middleware Business Event System Business Rules Engine XSLT & Xquery Translation Oracle Data Web Services Manager Integration Data Integration Services Metadata Management Content Management Analytic Services Master Data Management Services Oracle DB 11g w/ e Oracle Data Mining Anomaly Detector Secure Search OBI EE Dashboards Hyperion EPM Oracle Data Integrator (ODI) Oracle Warehouse Builder (OWB) DQ Option Oracle MDM Suite [Customer Hub, Product Hub, Site Hub, DQ, DWR, Hyperion DRM, Data Stewardship] Universal Content Management Content DB ODI Suite & OWB Metadata Management MDM in the Oracle Information Architecture • SAP • Custom • Legacy • other 3rd party • D&B • Acxiom • Trillium • Regional suppliers Enterprise Integration Backbone

49. Siebel Oracle / Hyperion Data Relationship Management Analytical MDM Operational MDM EBS Trusted Master Data SAP Other ODI Data Warehouse BI Applications BI has Three Legs: DW, BI Apps, & MDM

50. Oracle MDM - Reliable data so you can act, analyze and govern with confidence