MDM

Oliver Schroeder
EMEA MDM Sales Specialists Leader

©2016 Informatica. Proprietary and Confidential 1

MDM Myths
1. MDM is complex, expensive, hard to sell & hard to deploy
2. With Data Quality, I don’t need MDM
3. My application is the master
4. I have analytics / BI / a Data Warehouse. I don’t need MDM.
5. MDM isn’t relevant for today market with new Big Data/ Data Lake
Solutions
6. Informatica is not next generation and cannot compete.

©2016 Informatica. Proprietary and Confidential 2

Myth #1

MDM is Complex
and Hard to Sell &
Hard to Deploy

©2016 Informatica. Proprietary and Confidential 3

Myth #1: Busted

Complex Challenges
Need Real Challengers

…and no Box Movers

©2016 Informatica. Proprietary and Confidential 4

Myth #1: Busted
• MDM Cloud Edition (hosted offering) to come in
2017
• Accelerators and pre-built master data-fueled apps
boosts implementation and time-to-value
• +35 industry solutions and accelerators
• We have customers who implemented 5 domains
in just one year (Sutter Health)
• You can start small and grow fast with the flexibility
Informatica provides
• Informatica has 2,000+ global certified consultants
• Many implementations take time not because of
our technology, but because customers struggle to
define and agree upon their to-be data governance
and data flow models

Secret: customers are their own worst enemy

©2016 Informatica. Proprietary and Confidential 5
Myth #2

“We already have Data

Quality, don’t need MDM”

©2016 Informatica. Proprietary and Confidential 6

Master Data Management - Data quality
MDM: What is it?
• Enterprise Information Management Platform for
the automated consolidation and integration of
business-critical data across applications in the
enterprise
• Think of it as centralized source that maintains
clean, consistent and connected data on an
ongoing basis.
• It’s a hub that listens to and links fragmented and
inconsistent data from multiple siloed systems.
• It manages, masters (identifies duplicates and
resolves them), and relates the data.
• It then fuels business and analytical applications
with clean, consistent and connected data.
DQ: What is it?
• DQ offers a repeatable data quality process to
address on-going and future data issues in one
specific application.
• Think of it as a tool that prevents data issues up
front in a specific application.
• It also identifies data issues in a specific
application or data store including missing data,
inaccurate data and duplicate data.
Data Quality is an important component
of MDM, and complements the capabilities
provided by MDM.
©2016 Informatica. Proprietary and Confidential 8
Master Data Management - Data quality
MDM: What is it not?
• Just removing duplicates
• Data discovery & profiling
• Cleansing data in a single system
• Data quality score carding
DQ: What is it not?
• Mastering of data – doesn’t provide
a central, persistent, ongoing
management of master data
• Delivering relationship view of the
data elements

“You need data quality for your

MDM initiatives to create
authoritative Master Data.”
- Andy Hayler, MDM Analyst

©2016 Informatica. Proprietary and Confidential 9

Myth #2: Data Quality and MDM solve same Problems
• Myth: Customers should start with
data quality before deploying MDM
• Our job is to diagnose the core
business and technology problem
• Data Quality can ensure
consistency and accuracy within a
system
• MDM can ensure consistency of key
data across systems
• Both MDM and DQ lead to better
data quality
©2016 Informatica. Proprietary and Confidential
DATA QUALITY AND MDM (INTERNAL ONLY)
8 Govern
This diagram
Applications Operational
Master Data Management shows typical
Deliver Timely, Trusted, Relevant Master Data Applications
functions
supported by
Informatica MDM
2 Model and shows where
Legacy Informatica Data
1 Discover
3 Cleanse Quality is used to
Access

Deliver
Legacy
Systems support these
functions.
Master Analytical

CIF Legacy
Systems
Data DQ
MDM
Third-Party Data
Portal/ Data Marts
7 Monitor 4 Recognize Dashboard

6 Relate 5 Resolve Data Business

Warehouse Intelligence
Myth #3

Our CRM Application

is the customer master

©2016 Informatica. Proprietary and Confidential 11

Myth #3: Busted
Truth: MDM is Critical to CRM Optimization
• “Through 2017, CRM leaders who avoid
MDM will derive erroneous results that
annoy customers, resulting in a 25%
reduction in potential revenue gains,
according to Gartner.”
• Why? Customer data silos. We believe
fragmented customer data that’s
inaccurate, inconsistent and disconnected
prevents you from creating 360-degree
customer views in CRM. This has a
negative impact on customer experience.
• Proof point: download the Gartner report

©2016 Informatica. Proprietary and Confidential 13

Myth #4

I have a data warehouse

and therefore don’t need
MDM

©2016 Informatica. Proprietary and Confidential 15

Data Warehouse vs. Master Data Management
Similarities
• Both are often architected as a
centralized hub
• Both offer flexibility in the data model
or schema
• Both serve as a collection point for
data originating from multiple source
systems
Differences
• Data warehouses are not used to
update operational systems or for
authoring
• Only MDM includes specialized
capabilities
• Fuzzy logic matching
• Merging of records with survivorship
• Relationship detection
• Business steward interface
• Configurable security, audit trails
©2016 Informatica. Proprietary and Confidential 16
Myth #4: Busted

• Data warehouses lack key

mastering capabilities
• Data warehouses are not
optimized for updating
operational systems
• Analytics will benefit from
clean mastered data

©2016 Informatica. Proprietary and Confidential 17

Myth #5

MDM isn’t relevant for Big

Data/ Data Lake initiatives

©2016 Informatica. Proprietary and Confidential 18

Myth #5 Busted:
MDM helps you capitalize on the new trends
Big Data
Mastering customers, prospects and more
in Hadoop
Better campaign management. Offer right
insurance product to the right household
Informatica MDM is critical to Big Data, Data Lake and IoT initiatives
Data Lake
Feed clean data about customers to
data lake initiatives
Prescriptive analytics to recommend
best next product to customers (B2B)
Nationwide, Direct line, SEB
IoT
Connect engine information with real-
time streaming data from sensors
Get maximum out of engine without
risking lives
AA, Network Rail, GSK, Fin Serv
©2016 Informatica. Proprietary and Confidential 5
Myth #5: Busted
• MDM is critical to data lake
and IoT initiatives
• MDM is backbone that provides context to IoT
initiative.
• GE combines asset data stored in MDM with
engine data coming from sensors
to understand how often they need to service
the engine.
• Informatica MDM fuels clean data about
customers to EMC’s data lake initiative
so they can do prescriptive analytics
• MDM hub of hub implementation combines
customer and vehicle data from
merged companies to fuel consistent customer
data to data lake
EMEA:
20
Nationwide, SEB, Directline Group
Myth #6

Informatica is not next

generation and cannot
compete (Cloud/ Graph)

©2016 Informatica. Proprietary and Confidential 21

Hybrid is Here to Stay
Gartner estimates that during 2015,
15 percent of business users are
provisioned, in whole or in part, with
office system capabilities from the
45%
cloud. Gartner expects this percentage 33% (2019)
to grow to around 60 percent by 2020. (2018)
25%
(2017)
19%
(2016)

15% Even in 2019, more than half

(2015)
of business applications will
be on premise!

©2016 Informatica. Proprietary and Confidential 22

Myth #6a: The Cloud Solves Everything
• Cloud technology solves all my
problems at low cost
• Hybrid is reality for the foreseeable
future
• Informatica is the best of both
worlds
• We are a cloud company today
• We still provide best-in-class on
premise technology
• The key is flexibility in deployment
• Informatica is unique in our ability
to support hybrid IT
©2016 Informatica. Proprietary and Confidential
Myth #6b: Graph Data Base is Superior

Truth:
• Gartner Analyst Bill O’Kane said: FinServ companies are questioning
the trust on open source graph data base technologies
• Gartner will publish as note end 2017 “the graph will not solve it all”
• Informatica is adding graph data bases as ADDITIONAL option

©2016 Informatica. Proprietary and Confidential 24

 Graph Database for MDM

The Hype The Good The Bad

“The Perfect” Simple and

Data security
Solution for your rapid retrieval
Risk of
business critical Of complex
Graph Databases
Data (!?) hierarchical structures
 Graph Database for MDM

The Hype The Good The Bad

Holy Grail One Trick Pony What, That’s It?

Does Does Doesn’t Do

Everything Something Well (UX) Everything Else
Sales Acceleration Roadshow 2016
MDM