5 Steps to Accelerate Your Investment in BI with

Trusted Information
DI Wolfgang Nimführ
IBM Software Sales Information Management
Software Group Austria
 What You Will Learn

Î How InfoSphere helps the business

• Gain visibility to the health of their data
• Understand how to get started – Data Quality Assessment
• Take responsibility for their data quality improvement process
• Feel confident establishing standards and best practices

Î How InfoSphere helps IT accelerate their BI/PM solutions with

• Platform for data quality
• Industry blueprints to accelerate BI/PM design
• Pre-tested data warehouse
• Federated access to access to data inc. mainframe
• Enabling continuous business monitoring
 Performance Management
Challenges Faced

Business Challenge
How to address the diverse needs of
everyone in the business with a complete,
consistent view of information?

Information Challenge
How to deliver: quality information from
fragmented, disparate systems at volume
and velocity required by the business?

Process Challenge
How to establish standards, governance,
and breakdown barriers to establish an
IT-business partnership

3
 The Five Step Process to
Deliver Trusted Information

Business Users Data Modeler Data Integration BI Data Modelers, BI Professionals and
& Analysts & Business Developers, Metadata Modelers, Business Users
Analysts and DBAs

n o p q r
Define new Business Create Enterprise Deploy Enterprise Build BI Sourcing Deliver Data in
Requirements and Data Warehouse and Data Warehouse and and Structure Data Terms Business
Glossary of Terms Data Mart designs and load with Trusted Data for Optimal BI Understands,
analyze sources Access Owns and Trusts

Requirements Definition and Implementation of Information Information Delivery

Assessment of Data Inventory Integration infrastructure to the Business

The goal is to decrease project time significantly and reduce risk!

4
 Cognos and InfoSphere: Delivering Data in
Terms Business Understands, Owns and Trusts

n UNDERSTANDS:
Leverage
centralized glossary
for business
definitions and
annotations

o OWNS: Traceability on the

origin of information

Data DataStage &

Warehouse QualityStage Job
and
Source Systems
Data
Mart
OLAP
Collection
Report
p TRUSTS:
Regular monitoring and reporting of data
quality metrics and trends

Cognos 8 BI Version 4 and InfoSphere Information Server Version 8.1

5
 UNDERSTAND:
IBM InfoSphere Business Glossary
Î A web-based tool for business users
that enables
• The creation & management of a
controlled vocabulary
• Creation & management of a business
taxonomy
• Collaborative authoring of business
metadata
Î A reference for learning about the
information assets of the enterprise
• Meaning
• Dependencies
• Usage
• Quality
• Ownership/Responsibility

Organized according to the business hierarchies

defined by the business taxonomy
 UNDERSTAND:
Data Stewardship
Î Who is responsible for..
• this Term?
• this Category?
• this Asset?

Î Assign Stewards to Terms,

Categories or Assets

Î View Contact Information for

Steward
 OWN:
InfoSphere Metadata Workbench
Î Full life cycle of a
data element from
report through to data
source

Î Enables users to see

all transformations
that have occurred
• Where data belongs
in BI model
• Understand used –
back to database field
• Graphical
representation
of the data
 TRUST:
Increasing Focus on Data Quality

Î Businesses are beginning to realize that data

quality issues not only cost them time and
money, but also inhibit their ability to address
core strategic projects

Î More and more businesses are establishing

programs for data quality, to measure and
improve the reliability of information

Î Analysts contend that companies with focused

data quality programs will find more
opportunities to outperform their peers

9
 Why Does this Problem Exist?
Î Most enterprises are running
distinct sales, services,
marketing, manufacturing and
financial applications, each with
it’s own “master” reference
data.
Î No one system is the
universally agreed-to system of
record.
Î Enterprise Application Vendors
do not guarantee a complete &
accurate integrated view – they
point to their dependence on
the quality of the raw input data
Î Data quality continues to erode
at the point of entry, though it is
not a data entry problem
10
 Business Drivers for Investment
Depend on Data Quality
Î Empowering risk and compliance
initiatives with the information they
require
Î Optimizing Revenue Opportunities by
ensuring effective and efficient
interactions with customers, partners,
and suppliers
Î Enabling collaborative business
processes with consistent and
trustworthy information
Î Reducing the total cost of ownership
for maintaining consistent information
across the enterprise

11
 What is the Impact of Poor Data
Quality?
Lost Sales Opportunity

“Hard” Losses

ƒ SKU misplaced or hard to find 1.5%

ƒ Out of stocks attributed to the store 1.7%

“Soft” Losses
ƒ Lost potential for cross-sell and up-sell
(staff not trained or available) 2-4%
ƒ Reduced store visit frequency 1-3%
ƒ Abandoned carts (poor service or
excessive queues) 1-2%

Total 7.2%- 12%

Source: GMA/FMI/CIES 2003 (US grocery), ECR Europe 2003, Lineraires.com, California Management Review, IBM case studies, interviews and IBM
Institute for Business Value analysis

12
 Data Quality is a Subjective
Business Standard
ÎData = facts used as a basis for decision making
suitable for storage on a computer
ÎQuality = the general standard or grade of something
Business Purpose
Data Quality = a
Relevant?
subjective standard
used to determine if a Accurate?

set of facts is suitable Valid?

for a particular
business purpose Complete?

Ultimately, Data Quality = Trust

13
 So, What Constitutes Data
Quality?
ÎData is standardized

ÎData is fit for purpose (conforms to rules)

ÎEach record is unique

ÎView of information is complete

ÎRecords are certified against authoritative

sources

ÎLineage is understood

ÎData quality is measured over time

14
 What Do You Need to Establish
a Data Quality Program?

ÎA foundation platform that centralizes quality

rules and provides auditable data quality
ÎBusiness-driven, data-centric design
environment for data quality rules
ÎAn ongoing process for data quality
ÎA way to measure quality over time
ÎUniversal deployment of quality rules across all
points of entry
ÎData quality ownership and data governance
ÎManagement sponsorship and a corporate
mandate for data quality improvement
15
 Common Data Problems
Î Lack of information Kate A. Roberts 416 Columbus Ave #2, Boston, Mass 02116
standards - different formats
Catherine Roberts Four sixteen Columbus APT2, Boston, MA 02116
& structures across different
systems Mrs. K. Roberts 416 Columbus Suite #2, Suffolk County 02116

Name Tax ID Telephone

Î Data surprises in individual J Smith DBA Lime Cons. 228-02-1975 6173380300
fields - data misplaced in the Williams & Co. C/O Bill 025-37-1888 415-392-2000
1st Natl Provident 34-2671434 3380321
database HP 15 State St. 508-466-1200 Orlando
WING ASSY DRILL 4 HOLE USE 5J868A HEXBOLT 1/4 INCH

Î Information buried in free- WING ASSEMBY, USE 5J868-A HEX BOLT .25” - DRILL FOUR HOLES

form fields USE 4 5J868A BOLTS (HEX .25) - DRILL HOLES FOR EA ON WING ASSEM
RUDER, TAP 6 WHOLES, SECURE W/KL2301 RIVETS (10 CM)

Î Data myopia - lack of

consistent identifiers inhibit a 19-84-103 RS232 Cable 6' M-F CandS

single view CS-89641 6 ft. Cable Male-F, RS232 #87951

C&SUCH6 Male/Female 25 PIN 6 Foot Cable

Î The redundancy nightmare -
duplicate records with a lack 90328574
90328575
IBM
I.B.M. Inc.
187 N.Pk. Str. Salem NH 01456
187 N.Pk. St. Salem NH 01456
of standards 90238495 Int. Bus. Machines 187 No. Park St Salem NH 04156
90233479 International Bus. M. 187 Park Ave Salem NH 04156
90233489 Inter-Nation Consults 15 Main Street Andover MA 02341
90345672 I.B. Manufacturing Park Blvd. Bostno MA 04106
16
 A Platform for Data Quality

17
 A Process For Data Quality

Establish Data Quality Ownership & Sponsorship

Understanding
Analyze Source Data Data Quality

Measure & Baseline Data Quality

Standardize
Enforcing Data
Certify & Enrich Quality Standards

Match

Link or Survive

Re-Measure Monitoring
Data
Report Quality
18
 Data Quality Capabilities
Understanding and Enforcing Data Quality
Monitoring Data Quality Standards

Î Analyzes data structure, Quality ÎRemoves duplicates

Controls for Completeness and
Validity of data values ÎCross-references matching
records
Î Incomplete or Invalid values set
by value, range, or reference ÎSurvives a single complete
sources record
Î Consistency checks for data ÎCleanses and enriches data
formats
19
 Enforcing Data Quality
Standards: Investigation
123 St. Virginia St.

123 | St. | Virginia | St.

Parsing:
Separating multi-valued fields into individual pieces
Number Street Alpha Street
Type Type

Lexical analysis: 123 | St. | Virginia | St.

Determining business significance of individual pieces
House Street
Number Street Name Type

Context Sensitive: 123 | St. Virginia | St.

Identifying various data structures and content
“The instructions for handling the data are inherent within the data itself.”

20
 Enforcing Data Quality
Standards: Standardization
Input File:
Address Line 1 Address Line 2

639 N MILLS AVENUE ORLANDO, FLA 32803

306 W MAIN STR, CUMMING, GA 30130
3142 WEST CENTRAL AV TOLEDO OH 43606
843 HEARD AVE AUGUSTA-GA-30904
1139 GREENE ST ACCT #1234 AUGUSTA GEORGIA 30901
4275 OWENS ROAD SUITE 536 EVANS GA 30809

Result File:
House # Dir Str. Name Type Unit No. NYSIIS City SOUNDEX State Zip ACCT#

639 N MILLS AVE MAL ORLANDO O645 FL 32803

306 W MAIN ST MAN CUMMING C552 GA 30130
3142 W CENTRAL AVE CANTRAL TOLEDO T430 OH 43606
843 HEARD AVE HAD AUGUSTA A223 GA 30904
1139 GREENE ST GRAN AUGUSTA A223 GA 30901 1234
4275 OWENS RD STE 536 ON EVANS E152 GA 30809

Results in strongly “typed” fixed fielded standardized data

21
 Enforcing Data Quality
Standards: Matching
ÎClerical review
? =

ÎRecord linkage
Cross-reference

ÎSurvivorship

ÎAppend/Fix sources
22
 Understanding Data Quality: Data
Quality Assessment Methodology
Î Define clear business problem statement
• Increase revenue by cross selling more
effectively our services to all clients
Business
• Reduce materials costs by negotiating better Subject
prices from our suppliers
Matter
• Reduce parts inventory across our Expert
manufacturing plants
• Reduce IT costs and improve service levels Data Quality Analysis
by consolidating overlapping applications
Î Over 5 days, our technical experts analyze InfoSphere
data that supports your business problem Data
Information
statement Steward
Analyzer
• IBM and customer map issues to relevant
data samples
• Agree scope of measures and customer
provides data sample: e.g., 4 or 5 key tables
and 5-10 key columns
Î IBM analyzes the data
• Column usage and completeness
• Compliance with business formats
• Variation in standards
• Range and outliers
• Incidence of duplicates

23
 Understanding Data Quality:
Assessment Outcomes
Î Management report and presentation of findings
• Identify Performance Management project exposures
• Optional follow-on workshops
• Regulatory exposures

Î Data Discovery
• Quantitative results
• Data completeness and format issues
• Business rule compliance

Î Data Quality Baseline

• The DQA sets a shared baseline platform for an ongoing data quality
improvement initiative (data governance) or tactical remedial project
 Summary

Î Data quality is becoming an

increasingly important organizational
issue
Î Improving data quality and ensuring
information delivery requires a
focused programmatic and varied
approach
Î At the core of any data quality
program is a platform capable of
providing auditable data quality
assessment services
Î IBM InfoSphere Information Server,
InfoSphere Warehouse and Cognos
8 BI delivers informational
understanding, ownership and trust
25
 Cognos and InfoSphere: A Solution
Architecture for Trusted Information
Cognos 8 BI
and Planning

Virtual Views
Reporting

Common Business Model

Analysis

Direct Connect

Open Data Access

Dashboards

OLAP
Scorecards

Data Manager
IBM Industry Models
Planning

Cognos
Blueprints

Data
Marts
26
 Cognos and InfoSphere: A Solution
Architecture for Trusted Information
Cognos 8 BI
and Planning

Virtual Views
Reporting

Common Business Model

Analysis

Direct Connect

Open Data Access

Dashboards

OLAP
Scorecards

Data Manager
IBM Industry Models
Planning

Cognos
Blueprints
IBM
InfoSphere
Warehouse / Data
B IBM Industry
EDW Models Marts
27
 Cognos and InfoSphere: A Solution
Architecture for Trusted Information
Cognos 8 BI
and Planning

Virtual Views
Reporting

Common Business Model

Analysis

Direct Connect

Open Data Access

Dashboards

OLAP
Scorecards

Data Manager
IBM Industry Models
Planning

IBM InfoSphere Information Server

Cognos
E Blueprints
IBM InfoSphere
InfoSphere DataStage
Warehouse / and Cognos 8 Data
B IBM Industry
EDW Models
Data Manager Marts
28
 Cognos and InfoSphere: A Solution
Architecture for Trusted Information
Cognos 8 BI
C Propagation of real-time events
and Planning

Virtual Views
IBM InfoSphere CDC Reporting

Common Business Model

D Creation of real-time ODS
Analysis

Direct Connect

Open Data Access

ODS
Dashboards

OLAP
Scorecards

Data Manager
Planning

Cognos
Blueprints

Data
Marts
29
 Cognos and InfoSphere: A Solution
Architecture for Trusted Information
Cognos 8 BI
C Propagation of real-time events
and Planning

Virtual Views
IBM InfoSphere CDC Reporting

Common Business Model

Analysis

Direct Connect

Open Data Access

Dashboards

OLAP
Scorecards

Data Manager
Planning

Cognos
Blueprints

Data
Marts
30
 Cognos and InfoSphere: A Solution
Architecture for Trusted Information
Cognos 8 BI
and Planning

Virtual Views
Reporting

Common Business Model

Analysis

Direct Connect

Open Data Access

F Federated Queries
Dashboards

OLAP
Scorecards

Data Manager
Planning

Cognos
Blueprints

Data
Marts
31
 A Solution Architecture for
Trusted Information
G Cognos 8 BI
C Propagation of real-time events
and Planning

Virtual Views
IBM InfoSphere CDC Reporting

Common Business Model

D Creation of real-time ODS
Analysis

Direct Connect

Open Data Access

ODS
F Federated Queries
Dashboards

OLAP
Scorecards

Data Manager
IBM Industry Models
Planning

IBM InfoSphere Information Server

Cognos
E Blueprints
IBM InfoSphere
InfoSphere DataStage
Warehouse / and Cognos 8 Data
B IBM Industry
EDW Models
Data Manager Marts
32
 Complete Off The Shelf Data
Warehousing Solution

Î Unified, powerful data

Storage Optimization Performance Management
warehouse foundation Increase warehouse capacity Identifies usage patterns and trends

Î Advanced partitioning, data IBM InfoSphere Warehouse

mining, retention & cubing Reliable Real-Time Delivery

features Manage Analyze

Î Optimized performance for

operational & transactional use
Î As big or as small as your Workload Management Data Retention
Optimizes workloads and priorities based on usage patterns and data governance
business needs

33
 Grundfos: Industrial manufacturer integrates
master data with IBM

Challenge
Î Poor data governance and data quality were
negatively impacting their business:
• unable to determine product profitability
• lower customer satisfaction due to number of data
errors Benefits
Î Required seamless merger of customer information
to capitalize on up and cross-selling Î Accurate and trustworthy data to have
Î Needed to minimize costs of maintaining separate
a single version of information to drive
data sources business transactions
Î Wanted to improve flexibility and responsiveness to Î Transform complex data from SAP and
changing market conditions as demand increases
other data sources into actionable
information that can be used
throughout the organization.
Solution
Î Grundfos selected IBM Information Server to
Î Dramatically reduce time and effort
deliver customer, material and supplier master spent on continuous manual changes
data to processes and applications across its
enterprise. Î Cost savings by reducing duplicate
Î They will start with a focus on CRM where SAP products and production downtime
R/3 will be used as connection point between
systems.

APPROVED FOR EXTERNAL USE

 Accelerating Your Information Agenda
Recent Announcements result from $1B+ investment & experience from
thousands of client projects

Foundational Information On Demand

Tools Competency Centers
Software to help you convert Services to help you build
your information into information centers
a trusted strategic asset of excellence

Information Agenda Information

Guides & Workshops Accelerators
Industry tailored sessions to guide future state design, Industry specific assets
identification of key information requirements and gap analysis to speed deployment

35
 Organizations Need an Information Agenda
An approach for unlocking the business value of
information

Determine primary business Identify technology components

objectives that can be impacted and capabilities to address
through the use of information information requirements

Drive consistency around how Establish a plan for projects that

information is defined and used deliver both long and short-term
across the enterprise returns on investment
 Cognos and IBM InfoSphere

ÎGoal: Performance
Management with
PERFORMANCE MANAGEMENT Information you can Trust
Flexible Model Design

Metrics Driven Data Quality

Packaging Information
Open Data
ÎFact: Performance
Access
Management is reliant on
1. Information Integration
for Cognos 8 BI trusted information
4.
Data Quality for
Performance
Operational Management
Data Store

ÎFact: Maximizing the

2. 3.
FastTrack to Data Real-time data for
value of your trusted
Warehousing Operational 5. information requires
Business Master Data
Intelligence Management
Performance
Management
 How Can IBM Help?
ÎComprehensive platform for data quality
assessment, cleansing and on-going monitoring
ÎExperience and repeatable process for helping
organizations set up data quality programs
ÎDomain and industry-specific expertise in
establishing repeatable data quality services
ÎData quality assessment offering to report on
existing data quality and establish the business
value of a data quality program
ÎContact your Cognos or IBM InfoSphere
representative for more information, or visit:
www.ibm.com/infosphere
ÎThank you for your time

© Copyright IBM Corporation 2008 All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without
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