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Master Data Management for Omni-Channel Retailing

Gaurav Patni, Technology Integration Leader, David Jones Limited

Disclaimer
The views and recommendations provided in this presentation are solely those of the author (Gaurav Patni) and do not represent those of David Jones Ltd.

MDM for Omni-Channel Retailing


Framework for developing MDM project roadmap Key activities and artefacts in MDM project lifecycle Best practices for delivering MDM in an omnichannel retail environment

Customer expectations are changing

Retailers must adapt or risk losing their customer

Omni-Channel Retailing is the new mantra

Omni-Channel enables single view of the customer

Technology is at the core of Omni-Channel

MDM

Central, federated technology applications and MDM help create an omni-channel experience

MDM is the conduit for omni-channel operations

Enterprise Information Management Framework


Enterprise Information Management
Information Management Journey
Prerequisites Data Architecture Data Governance Data Quality Project Requirements Project Management

Plan

Analyze Design

Build

Test

Deploy

Master Data Management


Integration Application Technical Architecture Training and Performance Management Service Introduction

MDM roadmap is governed by EIM framework

Pre-requisites for MDM projects


?

Data Management and Architecture Assessment on 6 key capability domains: Data Governance, Data Structure, Data Architecture, Master Data & Metadata, Data Quality and Data Security. The assessment helps prioritize the pain points and create a Data Management roadmap. Data Governance enables effective management of shared data assets in the context of overall IT delivery. It addresses both functional and technical issues; internally and externally available data; skills development and resource management. Data Quality - Data Management initiatives should always be initiated with a data profile assessment to gain understanding of data integrity. Project Requirements - Align MDM Projects with enterprise project requirements, e.g. Retail ERP or Data Warehousing or Enterprise Integration tool implementation.

Data Quality Impact

MDM Project Lifecycle


Plan
Business case Program roadmap High level MD entities Solution blueprint MDM tools & technology Integration, Synchronization & Harmonization requirements Migration, Transformation /Conversion requirements

Analyze
MD entities Align with business processes Align DW/ BI environment Align with existing applications Align validation rules Metadata relationship with MD entities, processes & user roles Integration, Synchronization & Harmonization requirements Transformation/Co nversion & Migration requirements

Design
Master catalog for MD entities Groupings & hierarchies of attributes Align validation rules Ownership of MD entitles for security & audit purposes Enterprise MD flow Interfaces for legacy/ host integration Mapping rules for Synchronization, Integration & Harmonization Mapping rules for Migration & Transformation/ Conversion

Build
MD catalog/ repository Attribute validation ruled Application workflow User interface design Detailed data conversion design Integration technical design Interface agreements

Test
Test MD validation rules Test application workflow Test security of data attribute and workflow Prepare and execute product test Prepare for data migration

Deploy
Transformation/ Migration/ Conversion activities Deployment environment Migrate application Pilot application

MDM Project Lifecycle Plan Phase


Plan Analyze Design Build Test Deploy

Key tasks and artefacts: 1. Develop business case 2. Develop MDM program roadmap 3. Identify and define high level master data entities 4. Develop high level solution blueprint 5. Identify MDM tools and technology 6. Identify integration, synchronization and harmonization requirements 7. Identify migration, transformation/conversion requirements

Sample artefact - Program Roadmap


Plan Analyze Design Build Test Deploy

Sample artefact - Solution Metrics


Plan Analyze Design Build Test Deploy

Forecast Accuracy
Measures the directional improvements using ProfitLogic forecast on the business

Metric
1. Rate at which forecast error decreases: Average number weeks until the forecast merges to the actual performance of items 2. Percentage of items with poor forecasts:
a) Percentage of all forecasted items that resulted in poor forecasts b) Percentage of poor forecast by reason(bad like item, bad scaling, not enough history, low rate of sale) Report

Measurement Approach
Measured at Frequency Responsible

??

Chain, Sub

Monthly

Vendor

??

Chain, Sub

Monthly

Vendor

3. Actual OOS vs. target OOS Variance of actual out-of-stock vs. target out-of-stock date by Sub and Class

??

Chain, Sub

Monthly

Vendor

Sample artefact - Business Process Inventory


Plan Analyze Design Build Test Deploy

Sample artefact - Information Architecture


Plan
Sources
Catalyst (West)

Analyze

Design

Build

Test

Deploy

Regional Data Warehouses Oracle


SAP Netweaver XI, Data Stage BW (Structured) SAP Netweaver KM (Unstructured) BW (Structured) SAP Netweaver KM (Unstructured)

Corporate Data Warehouse Oracle

Enabled BI Capabilities SAP Netweaver EP


Business Explorer Suite (BEx) SAP BI 2004 Business Objects (BO) XI Visual Composer (Netweaver ) 2004 SAP SEM Business Objects (BO) XI
60 55 3.1 2.9 2.7 50 2.5 45 40
Apr-05 May-05 Jun-05 Jul-05 Aug-05

Oracle

2.3 2.1

Illustrate data sources Data repositories by categories (Data Warehouse, Operational..) High level data flow

Catalyst (East)

SAP Netweaver XI, Data Stage

NA Oracle
BW (Structured) SAP Netweaver KM (Unstructured)

LA Oracle

P SA

r ve ea tw ge Ne Sta ta Da

XI,

Reporting

BW (Structured)

SAP Netweaver KM (Unstructured)

Other ERP
SAP Netweaver XI, eg ., Saturn Data Stage
XI, er eav etw age N St P ta SA Da
d yon Be See

Non ERP
eg., ADF

Au tom ati c

BW (Structured)

SAP Netweaver KM (Unstructured)

SAP DW
SAP SEM SAS 9 Quanvert all Minitab all SAS 9 Quanvert all Minitab all ThinkAnalytics Unica

Dashboards, Scorecards, Alerts

EMEA
, XI

AP

Mention tools and technology platform.

ond Bey See ge Sta ata ,D uite NS ICA

Presentation Layer Presentation Layer

Global Mapping Global Mapping

Master Data

MD
Future M & A

r ve ea e tw Ne Stag P a t SA Da
eb W

Regional SAP Data Warehouse


Oracle / Teradata
Interwoven Media Bin / Structured Microsoft (Unstructured)

Oracle / SQL Server


Interwoven Media Bin / Microsoft (Unstructured)

SA P

Ne twe aer XI, Data Sta ge

atic tom Au

Analytics / Business Simulation

a N ,D ICA es Data Integration Data Integration rvic Se

e tag ta S ge Da Sta ite, ta Su

Oracle /Teradata

Statistical Modeling / Data Mining

External (Structured)
POS, Sales Field, etc.

Se e Su Beyo ite , D nd ata ICA St ag N e


N ICA ond e Bey See Stag Data ite, Su

Structured

Structured

NA
Oracle / Teradata Oracle /

LA

ite, N Su d ICA eyon II SeeB ge, E Sta Data

Structured

Syndicated
(AC Nielsen, IRI, etc.)

SeeB eyon d IC AN S uite, Data SQL Server

Interwoven Media Bin / Microsoft (Unstructured)

SAP NetWeaver BPE XI Web Services Aris (BPM)

Business Activity Monitoring

External
(Unstructured)

N ICA ge nd yo a Sta e eB Dat Se , ite Su

Structured

Interwoven Media Bin / Structured Microsoft (Unstructured)

Structured

EMEA
KIM (Unstructured)
Content Management, Digital Media, etc.
N ICA e d ag on St ey ata eB ,D Se ite Su

AP

Stag e SeeBeyon d ICAN Suite, Da ta Stage, EII Interwoven Media Bin / SeeBeyond ICAN Suite, Microsoft Data Stage, EII (Unstructured) te, AN Sui ond IC SeeBey a Stage, EII Dat

Non-SAP DW

SAS 9 SAP NetWeaver BPE XI Web Services Aris (BPM)

Microsoft

Predictive Insight
Microsoft WSS Microsoft Search v2

Regional Non-SAP Data Warehouse

Knowledge Management

Security & Identity Management, Policy and Governance, Information Architecture, & Change Management Security & Identity Management, Policy and Governance, Information Architecture, & Change Management

Sample artefact Tool Selection Scorecard


Plan Analyze Design Build Test Deploy

Sample artefact - Requirements Traceability Matrix


Plan Analyze Design Build Test Deploy

Req ID

Requirement Description

Business Area

CR

Status

Release

Comments

Analysis Requirements Document Reference

Track multiple names for building - specifically Legal 2 Name, Marketing Name PM Track total cleanable square footage at the building 3 level

PM

If a building has more than one name, then multiple addresses will be set up for one company/building, and they will be linked using related address 1 book fields. Cleanable Sq Ft will be tracked using Building Log. LC = 1 PR, AMID = PR02.

Enforce validation of area for GLA such that sum of 4 units does not exceed total building area by date

PM

PM Constant to validate GLA will be 1 turned on. Sq Ft will Cleanable be tracked using Building Log. LC = PR, AMID = PR02. Vacancy Credit Amount will be tracked in Building Logs. LC = PR, 1 AMID = PR01.

Track various building metrics to support the cost allocation process for centralized contracts. In particular, track non-cleanable sf by building for communication to vendors and auditing of vendor 5 invoices. (needed by procurement)

PM

MDM Project Lifecycle Analyze Phase


Plan Analyze Design Build Test Deploy

Key tasks and artefacts: 1. Analyze master data (MD) entities 2. Align business processes with MD entities 3. Align MD entity constructs with DW/BI environment 4. Align MD application architecture with existing applications 5. Analyze MD validation rules and align with business processes and user roles 6. Identify metadata relationship with MD entities, processes & user roles 7. Analyze and plan for integration, synchronization & harmonization requirements 8. Analyze and plan for transformation/conversion & migration requirements

Sample artefact - Master Data Definition


1. Data Object Definition
1.1. Data Structure Diagram
<Insert a Data Structure Diagram. This diagram should express the relationships between the different pieces of data that make up the generic business object.>
Plan Analyze Design Build Test Deploy

1.2.

Object Attributes
<List each element and its characteristics in the Data Structure Table below.>

1.2.1.
Attribute Name

Data Object #1
Application Attribute Type Is Key Is Req Notes/Issues

Repository Application Specific Info

1.3.

Object Triggering Event(s) (source business objects only)


<List all triggering events associated with this business object>

Event

Action

Issues/Comments

Sample artefact - Master Data Rules, Standards


Plan Analyze Design Build Test Deploy

Sample artefact - Conceptual Data Model


Plan Analyze Design Build Test Deploy

Sample artefact - Roles & Responsibilities


Plan
Marketing & Sales Lead Logistics

Analyze

Design

Build

Test

Deploy

Key Accounts

Printing & Publishing

Office Segment

C-Segment Sales (Call Center)

Key Account Manager Key Account Sales Personnel

Segment Lead

Segment Lead

Back Office Head

Sales Personnel Large Customers Sales Personnel Medium Customers

SalesRole Title Personnel Large Customers Sales Personnel Role Description Medium Customers

?Marketing & Sales Lead Back Office

Substitute: Segment Lead

? The Marketing & Sales Lead is responsible for coordinating all activities within Sales and leading the sales team. He / she decides on the overall sales strategy together with Mill Management ? Define overall Action Plan ? Determine Product Prices ? Develop Segment Goals ? Develop Segment Action Plan ? ? ? ? Manage Accounts Receivable Develop Personal Sales Objective Demand Forecasting Performance Tracking

Note: A Role does not represent a position

Corresponding Processes

Responsibilities

? Define sales specific strategy and targets ? Define segment specific goals ? Instruct Segment Leads ? Define Segment Prices (together with segment leads) ? Monitor overall sales performance with respect to quantity, price and payment terms ? Report Performance to Mill Management ? Track performance of segments ? Define Marketing Instruments and activities ? Analytical Skills ? Communication Skills ? Sales Experience ? Mill Management ? Sales Personnel ? Finance ? Segment Leads ? Financial Analysis ? Leadership Skills ? Marketing & Sales Knowledge ? Customers

Skills & Qualifications Interfaces

Sample artefact User Scenarios


Persona: Client Function Head Tom Function
Age Occupation 46 VP (Functional Area) XY Communications (Rev: $2 bill.) Atlanta, USA Industry is #1 Demands metrics & value Info. - customer, supplier, competitor Ideas and point of view Building relationships beyond his organization Uses filters to cut thru info. clutter timeliness, relevance, credibility, relationships Super-aggressive Obtain information (services, case studies, expertise in subject area) to help decide whether to use Company XYZs services Contact Company XYZ Online daily aside from e-mail; heavy Search user; unlikely to return to Company XYZ.com
Plan Analyze Design Build Test Deploy

Tom has a hectic work day. He arrives early at work to have some quiet time and begins to scan the first of the 100+ e-mails he receives a day. He checks the Wall Street Journal and New York Times online. Tom spends the rest of his day in back-to-back meetings. If he has time, he might quickly scan Yahoo Finance. Hell also open any email alerts he receives if they seem relevant or have an interesting headline. He likes to be current on business, world, and local events and pop culture and seeks ideas and points of view. On travel days, Tom is rarely online, only replicating his mail at the club lounge at the airport if time allows. Tom dedicates weekends to personal and family time, using AOL to read headlines and personal e-mail. Overall, Tom has highly structured and very busy days. He has little chance to catch up on things and no time to waste. He is impatient, and speed is important. Tom seeks a big win to get noticed at work. His career aspirations are unfulfilled. Tom has a shorter time horizon for remaining with his organization. He wants global experience and would switch industries for positive career impact. Tom has never visited a management & technology consulting website. Currently, the telecom company where he works is thinking of implementing a major CRM improvement project. Tom is a key decision-maker for this project. Last night, Tom saw an Company XYZ TV ad, and it triggered him to think of Company XYZ, who he is familiar with, for this work.

Key Interests* (*Executive Lifestyles Research, Sept. 2002) Key Behaviors*

Goals for using Company XYZ.com Usage

Sample artefact Conversion Planning


Plan
Start Date 13 Jan 2001 4 Feb 2001 6 Feb 2001 11 13 14 18 Feb Feb Feb Feb 2001 2001 2001 2001 Event Conversion test CDB extract Validate CDB and load AMS Extract Merge and Load Contingency Apply catch-up transactions "Go live" Expected Duration 3 weeks 8 hours 70 hours 24 hours 12 hours 5 days 12 hours End Date 3 Feb 2001 5 Feb 2001 9 Feb 2001 12 Feb 2001 14 Feb 2001 18 Feb 2001 19 Feb 2001

Analyze

Design

Build

Test

Deploy

20 Feb 2001

MDM Project Lifecycle Design Phase


Plan Analyze Design Build Test Deploy

Key tasks and artefacts: 1. Design master catalog for MD entities 2. Design groupings & hierarchies of attributes 3. Define MD validation rules and align with business processes & user roles 4. Define ownership of MD entitles for security & audit purposes 5. Design enterprise MD flow 6. Design interfaces for legacy/host integration 7. Define mapping rules for synchronization, integration & harmonization 8. Define mapping rules for migration & transformation/ conversion

Sample artefact Business Process Activity Diagrm


Plan
Receive Customer Request

Analyze

Design

Build

Test

Deploy

Determine Request Type 1.0

Standard 1.1 Y Provide Standard Reports 1.1.1

Diagnose Request 1.2

Exit Process 1.3.2 N

Good Standing 1.3 Y

Update Standing 1.3.1 Y

Legend

Respond to Request 1.5

Handle Immediate 1.4 N

Bring Customer Current 1.3.3

High Level Process Process

Decision

Route to Best Qualified TransportationCommon Exit Process Process 1.4.1

Perform Additional Diagnosis 1.4.2

Handle Immediate 1.4.3 Y

Schedule Open Request 1.4.5

Final Outcome

Even t

Stor e

Respond to Request 1.4.4

Input/Output Connector

Sample artefact Sequence Diagram


Plan Analyze Design Build Test Deploy

Sample artefact Interface Inventory


Plan Analyze Design Build Test Deploy

Sample artefactApplication conversion flow diagm


Plan Analyze Design Build Test Deploy

ORACLE Single Request 3


SQL* Loader Program Custom PL/SQL Program

Cleansed Legacy Extract File(s)

4
Standard Oracle Import Program

Custom Oracle Staging Table(s)

Open Interface Table(s)

Oracle Base (Production) Table(s)

MDM Project Lifecycle Build Phase


Plan Analyze Design Build Test Deploy

Key tasks and artefacts: 1. Build master data catalog/repository 2. Configure/customize attribute validation rule 3. Configure application workflow 4. Perform user interface design 5. Perform detailed data conversion design 6. Perform integration technical design 7. Develop interface agreement

MDM Project Lifecycle Test Phase


Plan Analyze Design Build Test Deploy

Key tasks and artefacts: 1. Test master data validation rules 2. Test application workflow 3. Test security of data attribute and workflow 4. Prepare and execute product test 5. Prepare for data migration

MDM Project Lifecycle Deploy Phase


Plan Analyze Design Build Test Deploy

Key tasks and artefacts: 1. Perform transformation/ migration/ conversion activities 2. Setup deployment environment 3. Migrate application 4. Pilot application

Sample artefact Deployment Work Plan


Plan Analyze Design Build Test
Start Date

Deploy
End Date 20-Jul 6-Jul 6-Jul 8-Jul 20-Jul

Ref #

Data Entry Time

Task Description

Owner

User Mgr

Req'd by

Done

1
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14

Planning, Management & Hand-Over


Create Deployment Plan/Calendar Coordinate deployment activities Develop alternate/contingency deployment calendar Carry out Operational Test with ITSS Carry out Production Readiness Review Define final user test. Carry out final user test. System signed-off Ensure all entries on Issue logs are Closed and Actioned Deliverables handed-over (ABC Company) Internal project deliverables/documentation content and delivery date agreed Project hand-over completed (to Customer Services) End of Project party fully organized Siebel King / Queen agreed upon 18-May 30-May 16-May 18-May N/A N/A 17-May N/A 30-May 30-May 30-May 1-Jun 1-Jun 1-Jun 1-Jun 6-Jul 4-Jul 6-Jul 9-Jul 20-Jun 26-Jul 19-Jun 19-Jun 25-Aug 28-Jun 1-Aug 8-Jun 6-Jul 6-Jul 8-Jul 9-Jul 5-Jul 6-Jul 6-Jul

18-Jul 20-Jul 20-Jun 20-Jun 20-Jul 19-Jun 19-Jun 8-Jul 25-Aug

2
2.1 2.2 2.3 2.4 2.5 2.6 2.7

User Teams & Resources for Roll-out


Confirm exact composition of workflow team Confirm composition of HOCS team to remain on CS3 after go-live Confirm composition of all other teams (names & numbers) Communicate compositions of teams (expectation of users staying on CS3) Support rota agreed for 3 weeks post implementation, inc weekends Revised support rota agreed for 3 weeks post implementation, inc weekends Support rota agreed for last 4 of 7 weeks post implementation, inc weekends 18-May 30-May 18-May 30-May 18-May 30-May 13-Jun 15-Jun 25-May 17-May 5-Jul 26-Jul 9-Jul

Sample artefact Migration Request Form


Plan Analyze Design Build Test Deploy

Leverage EIM for iterative development of MDM


Enterprise Information Management
Information Management Journey
Prerequisites Data Architecture Data Governance Data Quality Project Requirements Project Management

Plan

Analyze Design

Build

Test

Deploy

Master Data Management


Integration Application Technical Architecture Training and Performance Management Service Introduction

Questions

Gaurav Patni http://au.linkedin.com/in/gauravpatni gauravpatni