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Marketing 101

Affinity Concepts & Data


November 2008

DELL CONFIDENTIAL FOR USE UNDER CUSTOMER NDA ONLY


Dell Customer Data
The Affinity Challenge

Highly Fragmented Customer Data


Multiple Collection Points
Order Management Systems
Service Systems
Online
Sales Force Automation
Multiple Order Management Customer Numbers
Different local channels (online vs offline)
Forgotten customer numbers (hard to locate)
Multiple Customer Contact & Address Records
Bill to
Ship to

Data Quality Issues


Misspellings of customer name
Multiple different names for similar addresses (Highway 1 vs. MoPac)
Multiple misspellings of address information

On-going Changes
Change of address
Change of phone number

The Affinity Concept


Improve the Quality of Dell Customer Data
Standardize addresses using 3rd party postal data (USPS, CASS, etc.)
Rationalize customer data into discrete elements:
Person
Organization
Address
Contact Point
Dell Account

DELL CONFIDENTIAL - INTERNAL USE ONLY DELL INFORMATION TECHNOLOGY 2


Dell Global Marketing Network
System Context Diagram

DELL CONFIDENTIAL - INTERNAL USE ONLY DELL INFORMATION TECHNOLOGY 3


Dell Customer Data
The Affinity Challenge

Affinity Entity Description


Party A super-type record for a Dell customer (consumer or business)
Person: an individual (like you & me)
Organization: a business entity (small business to large)
Relationship: a relationship (employee) between a person & an organization

Location Unique physical or mailing address:


Home address
Mailing address
Business address
Other

Party Site Associative relationship between a Party & Location


Lives at
Works at
Gets mail at

Contact Point A method of contacting a Party


Phone number
Fax number
Email address

Customer Account A Dell Account


Business Unit ID
Dell Customer Number
Dell Local Channel

Customer Account A Relationship between a Dell Customer Account & Party


Bill-to Contact
Site Ship-to Contact

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Dell Customer Data
The Affinity Challenge

Affinity Entity Description


Person Profile Information about a Person Party
Title: Mr., Mrs., Miss, Sir
Name: First (given), middle, last (family or surname)
Gender: Male, female
Known As: Nickname

Organization Profile Information about an Organization Party


Business Name
D&B Number
Number of employees
SIC Code
CEO Name

Party Relationship A relationship entity representing a connection between Parties


Employment
Company hiearchy
D&B

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Affinity
Person Party

Person Party Contact


Profile (Person) Point

Party
Site

Location

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Affinity
Person Party with Dell Customer Account

Person Party Customer


Profile (Person) Account

Customer
Party
Account
Site
Site

Location

DELL CONFIDENTIAL - INTERNAL USE ONLY DELL INFORMATION TECHNOLOGY 7


Affinity
Person Party with Dell Customer Account & Orders

Person Party Customer


Profile (Person) Account

Customer
Party Order
Account
Site Header
Site

Location Order
Detail

DELL CONFIDENTIAL - INTERNAL USE ONLY DELL INFORMATION TECHNOLOGY 8


Affinity
Organization & Related Parties

Party
Relationship
(Employment)

Relationship
Person Person Organization Organization
Party
Profile Party Party Profile
(Employee)

DELL CONFIDENTIAL - INTERNAL USE ONLY DELL INFORMATION TECHNOLOGY 9


Affinity
Organization & Related Parties with Locations

Party
Relationship
(Employment)

Relationship
Person Person Organization Organization
Party
Profile Party Party Profile
(Employee)

Party
Site

Location

DELL CONFIDENTIAL - INTERNAL USE ONLY DELL INFORMATION TECHNOLOGY 10


Affinity
Organization & Related Parties with Customer Accounts

Party
Relationship
(Employment)

Relationship
Person Person Organization Organization
Party
Profile Party Party Profile
(Employee)

Customer
Contact Account
Point

Customer
Party
Account
Site
Site

Location

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Affinity
Organization & Related Parties with Customer Accounts & Orders

Party
Relationship
(Employment)

Relationship
Person Person Organization Organization
Party
Profile Party Party Profile
(Employee)

Customer
Contact Account
Point

Customer
Party Order
Account
Site Header
Site

Location Order
Detail

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Affinity
Person Party

Person Party Contact


Profile (Person) Point

select PP.party_id,
Party PPP.person_first_name,
Site PPP.person_last_name,
PS.party_site_id,
L.location_id,
L.address1
From finance.party PP
inner join finance.party_site PS
on (PS.party_id = PP.party_id)
Location inner join finance.location L
on (L.location_id = PS.location_id)
inner join finance.person_profile PPP
on (PPP.party_id = PP.party_id)
Where PPP.person_first_name = 'Thomas'
And PPP.person_last_name = 'Pruett'
And L.address1 like '10211 Skyflower%'

Party ID First Name Last Name Party Site Location Address


592887010 THOMAS PRUETT 1013728731 577929090 10211 SKYFLOWER DR AUSTIN TX 78759-3047 US

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Affinity
Person Party with Dell Customer Account

Person Party Customer


Profile (Person) Account

Customer
Party
Account
Site
Site

select CA.customer_account_id,
CA.business_unit_id,
CA.customer_num,
Location CA.party_id,
CAS.party_site_id,
CAS.address_type_code,
CAS.address_seq_num
From finance.customer_account CA
inner join finance.customer_account_site CAS
on (CAS.customer_account_id = CA.customer_account_id)
Where CA.party_id = 592887010;

CustAccount Buid Cust Num Party ID Party Site ID Addr Type Addr Seq
33742012 11 37779186 592887010 574667801 B 0
33742012 11 37779186 592887010 574667801 S 0

DELL CONFIDENTIAL - INTERNAL USE ONLY DELL INFORMATION TECHNOLOGY 14


Affinity
Person Party with Dell Customer Account & Orders

Person Party Customer


Profile (Person) Account

Customer
Party Order
Account
Site Header
Site

Location Order
Detail

select OH.business_unit_id,
OH.order_num,
OH.local_channel,
OH.customer_num,
CA.customer_account_id,
CA.party_id
From finance.order_header OH
inner join finance.customer_account CA
on (CA.business_unit_id = OH.business_unit_id
and CA.customer_num = OH.customer_num)
Where OH.business_unit_id = 11
and OH.order_num = '440992224';

Buid Order Num LC Cust Num Cust AcctID Party ID


11 440992224 29 22381640 19059373 3496117
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Affinity
Person Party with Dell Customer Account & Orders
select OH.business_unit_id,
Customer OH.order_num,
Account OH.local_channel,
OH.customer_num,
'B',
OH.bill_to_seq_num,
'S',
OH.ship_to_seq_num,
Customer CA.customer_account_id,
Order CA.party_id,
Account
Header CAS.address_type_code,
Site
CAS.address_seq_num,
CAS.party_site_id
From finance.order_header OH
inner join finance.customer_account CA
on (CA.business_unit_id = OH.business_unit_id
and CA.customer_num = OH.customer_num)
Order inner join finance.customer_account_site CAS
Detail on (CAS.customer_account_id = CA.customer_account_id
and (
( CAS.address_type_code = 'B
and CAS.address_seq_num = OH.bill_to_seq_num)
or
( CAS.address_type_code = 'S
and CAS.address_seq_num = OH.ship_to_seq_num)
))
Where OH.business_unit_id = 11
and OH.order_num = '440992224;

Buid Order Num LC CustNum BT ST Cust Acct PartyID BT/ST PartySiteID


11 440992224 29 22381640 B 0 S 11 19059373 3496117 B0 3765906
11 440992224 29 22381640 B 0 S 11 19059373 3496117 S 11 1037051087

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Affinity
Relationship, Person, & Org Parties
Party
Relationship
(Employment)

Relationship
Person Person Organization Organization
Party
Profile Party Party Profile
(Employee)

/* Affinity Relationship Parties */


Party Select RP.party_id as relationship_party_id,
Site
PP.party_id as person_party_id,
OP.party_id as org_party_id,
PPP.person_first_name,
PPP.person_last_name,
Location OPP.organization_name,
PS.party_site_id,
L.location_id,
L.address1
From finance.party RP
inner join finance.party_relationship PR
on (PR.party_id = RP.party_id)
inner join finance.party PP
on (PP.party_id = PR.subject_id)
inner join finance.party OP
on (OP.party_id = PR.object_id)
inner join finance.party_site PS
on (PS.party_id = RP.party_id)
inner join finance.location L
on (L.location_id = PS.location_id)
inner join finance.person_profile PPP
on (PPP.party_id = PP.party_id)
inner join finance.organization_profile OPP
on (OPP.party_id = OP.party_id)
Where RP.party_id IN (1501953197, 563649579, 563940455)
and OP.party_id IN (1501953196, 563649577, 563940454)
and L.location_id IN (16814817, 526868601, 527658650)
;

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Affinity
Relationship, Person, & Org Parties
Party
Relationship
(Employment)

Relationship
Person Person Organization Organization
Party
Profile Party Party Profile
(Employee)

Party
Site

Location

relationship_party person_party PERSON_FIRST PERSON_LAST ORGANIZATION


_id _id org_party_id _NAME _NAME _NAME PARTY_SITE_ID LOCATION_ID ADDRESS1
FRAMATOME 155 MILL RIDGE RD LYNCHBURG VA
563940455 563940453 563940454AVERY ROSE ANP INC 548691122 527658650 24502-4341 US
6127 BEACHVIEW DR APT 147
563649579 563649578 563649577JING WAN WANJING 548516954 526868601 INDIANAPOLIS IN 46224-7735 US
YOUR 15211 E RADCLIFF DR AURORA CO
1501953197 714168570 1501953196BRIAN GOOD PERSONAL I T 968359495 16814817 80015-1335 US

DELL CONFIDENTIAL - INTERNAL USE ONLY DELL INFORMATION TECHNOLOGY 18


GEMS
Subscriber & Subscription

/* GEMS */
Email
select Sub.subscriber_id,
Subscriber Sub.email_address,
Sub.first_name,
Sub.last_name,
Email Sub.emailable_flag,
S2.country_code,
Subscription
S2.subscription_id,
S2.version_id,
S2.emailable_flag
From marcom.email_subscriber Sub
inner join marcom.email_subscription S2
on (S2.subscriber_id = Sub.subscriber_id)
where Sub.email_address = 'thomas_pruett@dell.com'
and Sub.subscriber_id = 235591
;

SUBSCRIBER_ID EMAIL_ADDRESS FIRST_NAME LAST_NAME EMAILABLE_FLAG COUNTRY_CODE SUBSCRIPTION_ID VERSION_ID EMAILABLE_FLAG


235591 thomas_pruett@dell.com Thomas Pruett N DE BSD BSDT N
235591 thomas_pruett@dell.com Thomas Pruett N NO DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N FI DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N BE DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N PL DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N SE DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N GR DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N CH BSD BSDT N
235591 thomas_pruett@dell.com Thomas Pruett N SA DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N DK DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N IE DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N IT DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N CH DHS DHS N
235591 thomas_pruett@dell.com Thomas Pruett N ZA DHS DHS N

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GEMS
Subscriber & Subscription

Email Contact Person


Subscriber Point Party

Email /* GEMS to Affinity */


Subscription select Sub.subscriber_id,
Sub.email_address,
Sub.first_name,
Sub.last_name,
PP.party_id
From marcom.email_subscriber Sub
inner join finance.contact_point CP
on (CP.email_address = Sub.email_address)
inner join finance.party PP
on (PP.party_id = CP.party_id)
where Sub.email_address = 'thomas_pruett@dell.com'
and Sub.subscriber_id = 235591
and PP.party_id = 15510828
;

SUBSCRIBER_ID EMAIL_ADDRESS FIRST_NAME LAST_NAME PARTY_ID


235591 thomas_pruett@dell.com Thomas Pruett 15510828

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