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Oracle Master Data Management

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Master data management

g
pains & drivers
 Master Data Management Challenges

Master data is in constant state of Master data is fragmented across

flux application silos
C ll
Call Web
W b Fusion
F i
SFA Center site Apps Partner

Fusion
ERP 1 SCM HR Apps Legacy

Master data has to be dealt with at Ignoring data mgt impacts ability to
every project deliver key enterprise functions

16

14
12
10

8
6

4
2
0
Project 1 Project 2 Project 3 Project 4 Project 5
 Master Data Management Facts

Companies Individuals Products

In one hour… In one hour… In one year…

• 240 businesses will change • 5,769

, individuals in the • On average 20% duplicates
addresses US will change jobs in product data
• 150 business telephone • 2,748 individuals will • 90% product introductions
numbers will change or be change address fail
disconnected • 515 individuals will g
get • Retailers lost 40 billion or
• 112 directorship (CEO, CFO, married 3.5% of total sales lost each
• 263 individuals will get year due to item info
etc.) changes will occur inefficiencies
• 20 corporations will fail divorced
• 186 individuals will • 60% error rate for all
• 12 new businesses will open declare a personal invoices generated
their doors bankruptcy • Global Data Sync will realize
• 4 companies will change 30% lower IT costs
their name

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

Master data changes at rate of 2% per month.

Cost of poor quality Customer Data
Finance
Duplicate records hide proper
revenue recognition,
iti iinaccurate
t i poor market
reserves for bad debt, introduce
credit and collection risk.
Service
Customer relationships
harmed due to duplicative
duplicative,
incomplete, non-personalized
interactions. Lost Loyalty.
Sales
Sales effectiveness limited due
to incomplete view of all sales
sales,
service, accounting interactions
divisionally and globally.
Marketing
Inaccurate segmentation results
in k t planning,
l i
misguided campaigns, wasted
mailing costs.
Product Planning
Unknown product usage and
interest causes poor product
lifecycle planning and channel
penetration.
Corporate Governance
Unclear enterprise-wide
customer revenue and profit
reconciliation exposes risk for
officers.
 Not having sound master data
management impacts key enterprise
functions and processes
Marketing and Supply chain & Finance and
Service
Sales Operations control

¾Effective ¾Differentiated ¾1st Time ¾Risk &

upsell & cross- Service Delivery Accurate C ll i M
Collection Mgt
Customer
sell Deliveries ¾Legislative
Data ¾Advertising & ¾Customer compliance
Promotion spend Retention ¾Operations & ¾F
¾Fraudd Mgt
M t
IT costs ¾Business
¾Privacy Mgt
Analysis

¾New product ¾Efficient Service ¾ Flawless Order ¾Adherence to

Introduction delivery Mgt process regulatory
standards
Product
Data ¾Catalog
¾C t l ¾ Management
M t off ¾ Sourcing &
alignment across claims & Manufacturing
customer process ¾Business
channels
dissatisfaction Analysis
 MDM Definition & Value Proposition
MDM provides the abilityy to…
¾Consolidate/Federate master &
shared information into one place
ETL ¾Cleanse and Enrich data
centrally
Call Web
SFA
site
Fusion Partner ¾Distribute data as a single
Center Apps
point of truth as a service to
consuming applications,
Real-time / near real-time Master Data enterprise business processes
and decision support systems
Middleware MDM
BI/DW
¾ Integrated Best of Breed -
R l ti
Real-time / near real-time
l ti M t D
Master Data
t
Consistencyy in a siloed environment
¾ Enterprise agility (easier
migration ability)

ERP 1
Fusion ¾ Better customer experience
SCM HR Apps Legacy
¾ Lower data management costs
ETL
¾ Better reporting & BI project
acceleration
l ti
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Siebel UCM Solution

Universal Customer Master:
Enables a Single View of Customer

• Creates and maintains a unique

unique,
complete and accurate customer
information across the enterprise
• Distributes customer information to
all operational applications just in
time
• CDI enables organizations to:
• Know your customers
• Improve data quality
• Utilize customer insight during all
customer interactions
• Comply with privacy and regulatory
requirements
• Reduce data management costs
 Data Model – Cross-Industry plus key Verticals

• Cross-Industry data
model has been
extended for 10 key Automotive Healthcare
& Insurance
vertical industries
Communications,
• Utilises the Media & Energy
Oil & Gas

experience
p and
requirements Life Sciences Public Sector

gathered from the

Consumer Goods Travel
CRM market k t space
• Extended for UCM Banking & High-Technology
Financial Services
specific capabilities & Manufacturing
Comprehensive Master Data Management

Identity Identity Master

Key Entities: ID

Customer Enterprise Master for Customer Data

Key Entities: Party, Addresses, Relationships

Assets Extended Profiling of Customers

Key Entities: Assets, Demographics, Activities

P d
Product E t
Enterprise
i M Master
t ffor P
Product
d tD Data
t
Key Entities: Products, Price Lists, Prices

Marketing Enterprise
p Offer Management
g
Key Entities: Campaigns, Offers, Responses

Sales Enterprise Opportunity Management

K E
Key Entities:
titi O
Opportunities,
t iti O
Orders
d

Enterprise Service Management

Service Key Entities: Service Requests, Solutions
Comprehensive Attributes - Party Model for Persons
Name & Contact Info
Relationships • Name
• Employee of a Company • Personal Address
• Phone Numbers
• Customer of a Company • E-mail
• Affiliations with Org
g • …
• Member of a Household Privacy
• Privacy Option
• Don’t e-mail
• Don’t call
• Don’t mail
• …. Personal
• Status
Party Consumer Profile • Segment
• Personal • Gender
• ….
• Age
Person • Marital Status
• Citizenship
C t e s p
• Language
Household Products Purchased • Education

Company

Interactions
• Sales calls
• Web site visits
• Customer service calls

Customer Value
 Siebel CDI – Closed Loop Data Quality

Data
Cleansing • Manages customer data through
and Matching
g
the entire lifecycle with end
end-to-
to
Intelligent
Merge and
end processes
Unmerge

• Creates “best”
best customer record
Data
Enrichment
with match, intelligent merge &
unmerge capabilities

• Cleanses and enhances

Data
Profiling customer data using leading data
quality
q y tools and third-party
p y data
sources

• Tracks corporate
p data q
quality
y
effectiveness over time with
robust data profiling
 Data Quality functionality in a glance
F t
Feature F
Functionality
ti lit C t MDM example
Cust l P d MDM example
Prod l
Deduce meaning Name: LN+FN “liquid”+”crystal”
Profiling/Pattern
from unstructured (CHS,KOR,JPN); +”display” =
Detection
patterns
p FN+MN+PN+LN 1 concept
p
(Latin);

Create structured Addr = #, street, Camera =

Parsing records from city,
y, state,, zip,
p, manufacturer,,
unstructured data country; mega pixels,
zoom, and color

Spot and correct

Bill = William
Willi Woodd=wood=wud
W dd d d
Comprehensive Cleansing and data errors;
St, Str = Street Paper weight:
data quality Standardization transform to std
(ENU/DEU) 100g i.s.o. 100kg
format/phrase
St = Saint (FRA)
Spot and Haidong Song = 宋 2 products in
Matching and eliminate 海东 = different
de-duplication duplicates languages are in
fact the same
item
Haidong Song: Diving watch with
Attach additional
“single, 1 child, Watch attrib and
Enrichment attributes and
Summit Estate, Diving Equipment
categorizations
t i ti
DoNot Mail” attrib

Batch and Realtime

 Create “Best” Customer Record – Matching

Survivorship
• Best of breed matching
technology embedded
from SSA
Data Merge
• Matching on name,
Load address, and other
Yes attributes
Yes
• configurable for other
Maybe
attributes
Manual
Cleanse Match • Configurable for real time
Review
and batch
No
No
• Suspect duplicates
quarantined for review by
New the Data Steward
 UCM Uses Matching Thresholds to Determine Outcome

100%
Auto-Match,
Consolidated Records

97% Auto-match Threshold

Suspect Match,
Flag for Manual Review Configurable

80% Manual Threshold

No M
N Match,
t h
Create New Record
0%
UCM – Proactive Events and Policies
• Responds proactively to
Workflows
customer lifecycle events
(change of address, opening
Rules of new account, etc.) with
engine
meaningful alerts and triggers
• Defines and executes privacy
and regulatory rules to
Privacy ensure compliance
Management

• Manages and audits events

and policies centrally and
consistently across the
enterprise
Respond to Customer Lifecycle Events

Define events and

subsequent process
responses, including
interactions with
source applications
Privacy and Regulatory Compliance
Sample Privacy Rules

Set Privacy Status to ‘Pending’ for a minimum of

45 days.
Rules Editor (GUI) IF (‘Pending’ period expires without the
customer initiates privacy activity)
THEN (update privacy fields)

Rules Engine
IF (contact change for an account, e.g. co-
co
borrowed deletion, primary contact replacement)
Rules Repository /
Knowledge Base THEN (apply more restrictive privacy policy to
remaining contact)

IF (customer bought a vehicle in 48 contiguous

states)
AND (subsequently moves to Puerto Rico)
THEN (send a new privacy notice in English and
Spanish)
UCM – Unify & Distribute Customer Insight

• Provides commonly used

functions as business services
and web services

• Maintains customer data

between the master and other
applications with pre-built
processes

• Transforms data to leading

packaged
k d applications
li ti and
d
industry standards
Business
Leading
Services
Practice
Integration
Application
Authorization
Publish • Delivers support for all
and
Subscribe integration modes: real time,
batch, publish and subscribe
Application Integration Architecture
Common Integration Architecture

Oracle Integration
g
Architecture:
• Based on Fusion Middleware
• SOA, BPEL, & Canonical object
models
• Pre-built
Pre built processes to support
common business processes
• Canonical objects are foundation
for Fusion integration objects
• Transformations to edge
applications
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Customer Success Stories

 Leading Companies Across Industries Use Oracle
Master Data Management

Communications, Financial Services Public Sector Manufacturing & High Technology Life Sciences
Media & Utilities Distribution and Healthcare

Retail & CPG

Pending customer approval – Internal Use Only

 Unparalleled Customer Experience
“It is easy
y to make fact-based decisions when the facts
are right in front of you. That is what ClientLink does, It
puts the facts in front of you.”

UMB Bank Corporation Kevin Kramer, Senior Vice President, Enterprise Sales

COMPANY OVERVIEW SOLUTIONS

• One of the largest independent banks in US • Oracle Customer Hub
• Over 140 branch locations in 8 US States • Siebel CRM
• 3,500 associates • Consolidation of 9 sources (Bank’s legacy)
• A
Assets:
t US$ 8 Billion
Billi • Trillium for Data Quality

CHALLENGES/OPPORTUNITIES RESULTS

• Multiple versions of the truth • IImprovedd cross sales

l due
d tto complete
l t
customer view
• Need for a flexible platform
• Significant improvement of associates
• Need to empower
p their associates to fulfill productivity & efficiency
UMB’s mission: To know our customers and
• Flexible & extensible architecture
anticipate their needs; advocate and
advise; innovate and surprise
 Loyalty & Compliance
“We
We selected Siebel CDI because of its out out-of-the-box,
of the box,
rich customer master functionality, its industry-specific
best practices, and its ability to integrate many different
applications”
Shaun Coyne, VP & CIO

COMPANY OVERVIEW SOLUTIONS

• 7th largest finance company in US • Oracle Customer Hub
• Revenue: $1B • TIBCO & UAN, Informatica
• Custo
Customers:
e s 10M
0 • 12 integrated Applications

CHALLENGES/OPPORTUNITIES RESULTS
• Support for corporate priorities
• Need to increase customer service &
loyalty for dealers & consumers • Growth,
G th Info
I f control
t l & access, new services
i
introduction, respect of privacy rules
• Need to comply to complex privacy
management rules
• Deepen dealer & customer loyalty
• Improved
I d services,
i customer
t insight
i i ht &
• Need for new generation IT architecture customer satisfaction & retention
(Flexible, scalable, less costly, integrated)
• Create operational gains: IT costs & process
• Need for phased path to new architecture efficiency
 Rapid deployment of a large scale master
“In
In less than 60 days, Home Depot was convinced that
Siebel’s CDI solution was the only solution that could give
them a single view of their customers.”

Les Rechan,
Rechan SVP & GM Manufacturing and Distribution,
Distribution The
Home Depot
COMPANY OVERVIEW SOLUTIONS
• World's largest home improvement retailer • Oracle Customer Hub
• 1,800 stores across North America • Call Center application, Order Management &
• Employees: 234,000 Partner Relationship Management
• Revenue: US$ 90 Billion • Strong SAP back end environment
CHALLENGES/OPPORTUNITIES RESULTS
• Need
N d tto provide
id every store
t with
ith single
i l • Streamline closed-loop
closed loop marketing and
view of its 90M+ customers complex account management processes
• Poor data quality (10M duplicates) • Achieve a single view of the customer across
the
eeenterprise
e p se
• Speed
S d & costt off iimplementation
l t ti
• Reduced customer data management costs
• Ease of operations & reduction of data
• Solution is five times cheaper and faster than
management costs
the custom-built alternative
 Time to Market
“Oracle Master Data Management is providing the basis
of convergence between LG Group
Group’s
s affiliated Mobile
Mobile,
fixed line and broadband companies. “
LG Telecom Executive
SOLUTIONS
COMPANY OVERVIEW • Oracle Customer & Product Hub
• World’s first mobile telco service provider • Integration with AMDOCS Billing system,
of CDMA technology NCR CRM system, Customer Service
• Employees: 2,000+, $ 3.6 Billion Revenue system and a Credit Approval system
• Customers: 6.5 Million RESULTS
• Customers, suppliers and products are
CHALLENGES/OPPORTUNITIES all centrally managed and made available
to all users and partners
• Sales and marketing campaigns were
suffering due to limited customer and product • Better sales and marketing results
data through access to real-time, complete and
trusted data
• Time to Market Agility
g y for pproduct introduction
was taking too long (3 months) • Reduced new product introduction lead
time
• Need for a foundation for eventual merger of
the 3 LG Group Affiliated Companies • Infrastructure agility introduced for future
merger of the LG Group companies