The Role of D&B s DUNSRight Process in Customer Data Integration and Master Data Management. Dan Power, D&B Global Alliances March 25, 2007

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1 The Role of D&B s DUNSRight Process in Customer Data Integration and Master Data Management Dan Power, D&B Global Alliances March 25, 2007

2 Agenda D&B Today and Speaker s Background Overcoming CDI and MDM Challenges D&B as a Critical Success Factor in CDI & MDM Overview of D&B s DUNSRight Process Critical Capabilities for CDI & MDM Best Practices Questions? Contact Info. and References Role of D&B s DUNSRight Process in CDI and MDM 2

3 D&B today a trusted global content provider and an essential player in CDI World s leading source of business information and insight, enabling companies to Decide with Confidence for 165 years D&B s intense commitment to our customers is reflected in our aspiration: To be the most trusted source of commercial insight so our customers can decide with confidence Role of D&B s DUNSRight Process in CDI and MDM 3

4 My background Dan Power is a leader on D&B's Global Alliance team Responsible for D&B s strategic alliance with Oracle Corporation Has 20 years of experience in management consulting and enterprise technology Has worked with Oracle s ERP and CRM suites for 12 years Regularly advises companies on developing & implementing CDI and MDM strategies that leverage D&B s DUNSRight process Role of D&B s DUNSRight Process in CDI and MDM 4

5 CDI and MDM are inherently challenging Answering the tough questions the things that keep you up at night Who are my top customers? How profitable are they? What are they buying from us? What else can we offer them? How do we get people to trust our customer data? How do we address data decay and fix underlying data quality issues? How do we solve the problems of identity management, matching and de-duplication? Role of D&B s DUNSRight Process in CDI and MDM 5

6 All of this uncertainty can make it difficult to get to the Single View Tough questions continued How do I provide users with trusted corporate hierarchy information? Are we at risk? Are we complying with applicable regulations? Difference between B2B and B2C not only more challenging but the impact of getting it wrong is typically an order of magnitude higher How do we integrate our hub with our source systems, while maintaining accurate, complete, timely and consistent information in a constantly changing environment? Role of D&B s DUNSRight Process in CDI and MDM 6

7 Critical to realize the dynamic nature of business data In the next 60 minutes 251 businesses will have a suit, lien or judgment filed against them; 7 will file for bankruptcy 246 business phone numbers will change or be disconnected 58 business addresses will change 81 directorship (CEO, CFO, etc.) changes will occur 41 new businesses will open their doors 11 companies will change their names So in a year 21% of CEO s will change 20% of all addresses change 18% of telephone numbers will change 17% of business names will change Role of D&B s DUNSRight Process in CDI and MDM 7

8 .. and the high cost of dirty data Customer-centric companies have a problem They re 60% more profitable than their competitors who are not customer-centric 1999 Deloitte survey But 75 percent of leading companies are incapable of creating a unified view of the customer Gartner There s a big paradox here you re rewarded for being customer-centric, but most companies can t do it easily And if not addressed, poor customer data quality will sink your CDI project before it even begins So leading companies are starting to invest in CDI, MDM and high quality customer information Role of D&B s DUNSRight Process in CDI and MDM 8

9 So whose problem is it? Everyone s and no one s Affects virtually every area of the company, but because it s a cross-functional issue across multiple business units, typically no one owns it But it s a problem for everyone Marketing: hard to plan & manage marketing campaigns effectively Sales: hard to pinpoint new, cross-sell or up-sell opportunities Credit: hard to track total risk exposure Finance: harder to comply with Sarbanes-Oxley Section 409 How to start solving these problems? Absolutely through CDI and a commitment to high quality information carried from beginning to end in the enterprise Data governance to keep the information actionable Moving toward having a Chief Customer Data Officer Role of D&B s DUNSRight Process in CDI and MDM 9

10 Data Governance is the key Employ a holistic approach that addresses: People Create a dedicated group of Data Stewards who are responsible and accountable for all aspects of customer data quality Allow for the cultural / political transitions this is a new discipline for most companies Process Create the closed loop business processes for data quality management, then monitor data quality metrics regularly Technology Implement the customer hub, middleware, process management and data quality tools that make sense for your business Information Enrich your customer database with D&B s business information Leverage the DUNSRight process to know your prospects, customers and suppliers, to clean up and maintain your data, and to analyze results But don t underestimate the amount of effort involved! Role of D&B s DUNSRight Process in CDI and MDM 10

11 What is CDI? What is MDM? Gartner s Definition of Customer Data Integration CDI is the combination of the technology, processes and services needed to create and maintain an accurate, timely and complete view of the customer across multiple channels, business lines and organizations, where there are multiple sources of customer data in multiple application systems and databases. Gartner s Definition of Master Data Management MDM is the consistent and uniform set of identifiers and extended attributes that describe the core entities of the enterprise and are used across multiple business processes. Some examples of core entities are parties (customers, prospects, people, citizens, employees, vendors, suppliers or trading partners), places (locations, offices, regional alignments or geographies) and things (accounts, assets, policies, products or services). Groupings of master data include organizational hierarchies, sales territories, product roll-ups, pricing lists, customer segmentations and preferred suppliers. Source: Magic Quadrant for Customer Data Integration Hubs, May 2006, John Radcliffe, Gartner Role of D&B s DUNSRight Process in CDI and MDM 11

12 D&B as a critical success factor for your CDI & MDM initiatives D&B cleanses your organization addresses Then D&B matches your source data to D&B s global database of 110 million businesses, to determine the correct D-U-N-S Number for each input record Only D&B can enrich and help you maintain your organization data, providing value-added information on Identity Management Demographics Corporate Hierarchies Credit & Risk Management D&B validates or corrects what you ve already got, fills in the blanks with information you don t have, and helps you see the relationships between your prospects, customers & suppliers Balance your internal view with D&B s external view D&B helps you obtain the Single View of the Customer, increasing revenue, reducing costs & improving compliance Role of D&B s DUNSRight Process in CDI and MDM 12

13 Overview of D&B s DUNSRight process Entity Matching D-U-N-S Number Corporate Linkage Predictive Indicators Global Data Collection 1 D&B Global Database Quality Information Quality Assurance Role of D&B s DUNSRight Process in CDI and MDM 13

14 Through Global Data Collection, D&B brings together information from thousands of sources worldwide Direct Investigations, News and Media 115+ million phone calls annually to businesses Top news providers Mergers & Acquisitions Payment and Financial Data 639 million trade records updated annually 100% coverage of public company financials But 96% of financial stmts. are from private co s Public Records and Government Registries 135 million records from these sources Suits, liens, judgments and bankruptcy filings Business registrations Web Sources and Directories 3.0 million URLs on D-U-N-S numbers Each URL mined to confirm correct business 300,000 customers providing online updates D&B Global Database Over 110 million businesses Over 190 countries Over 1.5 Million Daily Updates D&B D-U-N-S Number Role of D&B s DUNSRight Process in CDI and MDM 14

15 D&B integrates that global data through our patented Entity Matching process Multiple Unmatched Pieces of Data ABC, Inc 123 Elm St. Bethlehem, PA (SIC) Chuck Smith, President Chuck s Mini-Mart P.O. Box 111 Bethlehem, PA (SIC) Chuck Smith, President Charles Smith 123 Elm St. Bethlehem, PA (SIC) D&B s Entity Matching detects similarities in incoming data and more accurately combines it into a single business 1 D&B Single View of Business D&B D-U-N-S Number: ABC, Inc + Chuck s Mini-Mart P.O. Box 111 Bethlehem, PA Elm St. Bethlehem, PA (SICs) , Charles Smith, President Role of D&B s DUNSRight Process in CDI and MDM 15

16 Then, D&B assigns the D-U-N-S Number as a unique means of identifying & tracking the business Retained for the life of a business No two businesses ever receive the same D-U-N-S Number; D-U-N-S Numbers are never recycled D-U-N-S Number not assigned until multiple data sources confirm a business s existence Retained when a company moves anywhere within the same country Industry standard for business identification and resolving duplication Recommended by U.S. Government, UN, European Commission and over 50 industry groups Role of D&B s DUNSRight Process in CDI and MDM 16

17 The D-U-N-S Number also enables Corporate Linkage to build corporate families Without Corporate Linkage, these companies appear unrelated Role of D&B s DUNSRight Process in CDI and MDM 17

18 By applying D&B s Corporate Linkage, you can view the entire family with no limit in depth or breadth Global Ultimate: highest ranking global member of a corporate family Domestic Ultimate: highest ranking member of a corporate family within a country Parent: any company that owns more than 50% of another company Subsidiary: more than 50% owned by a Parent Headquarters: any company having Branches or Divisions Branch: secondary location or operation, not a separate legal entity Party 1 Party 2 Party 3 Party 4 Party 5 Party 6 Party 7 Party 8 Party 9 Party 10 Party 11 Party 12 Party 13 Party 14 Party 15 Role of D&B s DUNSRight Process in CDI and MDM 18

19 Finally, Predictive Indicators use statistical analysis to indicate how a business will perform in the future Three types of Predictive Indicators: Descriptive Ratings - Overall descriptive grade of a company s past performance. Uses historical information to provide a current rating to help estimate future credit worthiness Predictive Scores Prediction of how likely it is for a business to pay promptly or continue as an ongoing concern Demand Estimators Estimation of how much of a product a business is likely to buy in total Unique Capabilities: Analytical capability a dedicated team of experienced B-to-B expert PhD s build the underlying predictive models Data capabilities access to: Industry-specific knowledge Financial and payment information on numerous private companies Extensive historical information for analysis Role of D&B s DUNSRight Process in CDI and MDM 19

20 Critical capabilities for CDI and MDM Centralized repository for managing all customer data for the enterprise Organizations and people, their locations and various types of relationships, plus all kinds of contact info., etc. Doesn t necessarily try to handle other types of Master Data Products, Services, Pricing, Bills of Material, etc. Some Form of Entity Hub Some Form of Publish-and-Subscribe Middleware Some Form of Business Process Management A way to refresh, enhance & correct existing records; add verified new records; eliminate garbage; archive old records, and remove duplicates are all critical capabilities and should have repeatable processes associated with them Against a backdrop of a transition to Web Services and Service-Oriented Architecture Source System 1 Source System 2 Source System 3 Source System 4 Source System 5 Any number of individual front office, back office and other transactional Source Systems Role of D&B s DUNSRight Process in CDI and MDM 20

21 How D&B aligns with key functional areas in the Hub Data Quality Validate and standardize data BEFORE bringing it into the Hub Ensure Accuracy, Completeness, Timeliness, Consistency Identity Management Entity Matching Assigning critical identifiers (e.g. DUNS Numbers) Cross referencing Enrichment Enriching customer records with trusted external content Prospect & Customer Hub Grouping Hierarchy management that groups records according to legal or other ad hoc relationships Business Intelligence / Analytics Alerts Predictive Indicators Segmentation analysis, revenue reporting, etc. Middleware Business Process Management Source System 1 Source System 2 Source System 3 Source System 4 Source System 5 Role of D&B s DUNSRight Process in CDI and MDM 21

22 D&B s CDI alliances Customer Data Hub Universal Customer Master SAP MDM IBM WebSphere Customer Center D&B Optimizer, powered by Acxiom Role of D&B s DUNSRight Process in CDI and MDM 22

23 Example: Oracle s Customer Data Hub is tightly integrated with DUNSRight Remote Real Time: D&B Data Integration Toolkit Online access to D&B s database, to automatically create new Party records in Oracle and download D&B data for them Can automatically create upwardly-linked party relationships using D&B s Corporate Linkage Strong duplicate protection to prevent the entry of duplicates Batch: D&B s Data Integration Batch Batch-oriented process, using standard Oracle functionality Part of a closed loop data quality strategy, to keep D&B data in your database current and reflect changes and M&A activity Local (On Site or Hosted) Advanced Integration: D&B Integration Manager Bring the D&B match engine and database on site for more efficient matching & enrichment (available as web service) Role of D&B s DUNSRight Process in CDI and MDM 23

24 Enabling real-time lookup and creation of new parties D&B Data Integration Toolkit Internet Salespeople Data Stewards Order Management and Finance D&B Data Integration Toolkit Web / Application Servers D&B Data Integration Toolkit Server D&B Databases etc. Role of D&B s DUNSRight Process in CDI and MDM 24

25 Populating your Hub and then keeping it current D&B Data Integration Batch Role of D&B s DUNSRight Process in CDI and MDM 25

26 D&B Integration Manager brings DUNSRight inside your infrastructure D&B Mainframe Data Integration Toolkit Data Integration Batch Providing monthly refreshes for your IM repository External Real-time / Batch Remote Resolution D&B Integration Manager Local version of D&B Match Engine and D&B Global Database Your infrastructure Customer-built integration between Oracle and IM Source System 2 Customer Data Hub Source System 3 Source System 1 Source System n Role of D&B s DUNSRight Process in CDI and MDM 26

27 Continuous, repeatable data governance process 6. Periodically Refresh Content Automated Data Flows Benchmarking Data Quality New Customers & Suppliers 5. Strategic Planning Set up Single Source of Truth How to Use the 360 Degree View once you ve built it Define User Content in the Hub 4. Building Party Relationships D&B Corporate Linkage Auto-Build in Oracle Prospect File Customer & Supplier Data In TCA Combining Disparate Source Systems on Existing Customers & Suppliers 3. Enrichment Corporate Hierarchies Credit & Risk Information Predictive Indicators and Demographics 1. Consolidation / Migration / Adding New Parties Standardizing Data from Multiple Source Systems Defining a Standard Process for New Customer & Supplier Creation D-U-N-S Numbering 2. De-Duplication Online Duplicate Checking Data Librarian Tools (Party Merge, Account Merge) Newly acquired company Role of D&B s DUNSRight Process in CDI and MDM 27

28 Best practices in CDI and MDM 1. Active, involved executive sponsorship 2. Strong project management and organizational change management 3. Business should own the data governance process and the CDI project (don t want to be a solution in search of a problem) 4. Use a holistic approach people, process, technology and information 5. Build your data stewardship processes to be ongoing and repeatable, supporting continuous improvement 6. Management needs to recognize the importance of a dedicated team of data stewards 7. Understand your hub s data model and how it integrates with D&B 8. Resist the urge to customize 9. So you can stay current with vendor-provided patches 10. Test, test, test and then test again Role of D&B s DUNSRight Process in CDI and MDM 28

29 Questions? Role of D&B s DUNSRight Process in CDI and MDM 29

30 Contact info. and references Contact Information: Dan Power, D&B Global Alliances Useful References: and Data Quality and the Bottom Line, Achieving Business Success through a Commitment to High Quality Data, by Wayne W. Eckerson Modeling Customer and Prospect Data TCA Best Practices v2, Doc Thank You! Role of D&B s DUNSRight Process in CDI and MDM 30

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