Customer Data Hub methodology

Transcription

1 Data Hub methodology August 2009 Paul Bertucci MDM Summit San Francisco, CA Autodesk

2 Mastering Data 1. Data Hub (CDH) architectural overview 2. Different data hub approaches Registry Technique Co-existence Technique Transactional Technique 3. CDH Build Methodology (within a Development Life Cycle) 4. CDH Deliverables along the way 5. Data Hybrid data model 6. Autodesk example Autodesk

3 Business Processes & Systems Marketing Sales Service Sales Fulfillment Market Contacts / Responses Leads Opportunities / Deals Quotes Orders Fulfillment Registration / Activation Service / Support Renewals Whitespace Campaign Planning Profiling Mktg Apps Segmentation & List Generation Marketing Campaigns Marketing Performance Cleansing/De-duping Lead Routing Predictive Modeling Forecasting CRM/PRM Opportunity/Lead Mgmt Direct Sales Channel Sales - Partner Center - Deal Reg Mgmt ERP Quote Generation Order Mgmt Credit Mgmt Product/Pricing Invoicing/Billing Credit Card Proc Account Mgmt Auto Fulfillment Financial Mgmt Human Resources Contract/Agreement Management ERP AOE Single OE Sterling EDI estore Orders Credit Card Processing Sub Center Sub s Service Requests Agreements, Contracts Call Center Assets Mgmt, Entitlements, Procurement Service/Contracts Partner Center (service) Renewal Opty (int/channel) Incentive Programs Electronic Fulfillment, Activation/Registration Master Data Account/Contacts/Parnter and then Product/Pricing, Workforce, others) (Identity Management Business Services/Web Services SOA Data Delivery Platform (Real-time ODS, Aggregation Layer,, Predictive Modleling) Autodesk

4 Business Processes & Systems (DATA) Marketing Sales Service Sales Fulfillment Market Contacts / Responses Leads Opportunities / Deals Quotes Orders Fulfillment Registration / Activation Service / Support Renewals CUSTOMER CONTACT LEAD OPPORTUNITY CUSTOMER OPPORTUNITY PROSPECT Parent (Company) Account PARTNER PRODUCT & PRICING Campaign/ Event DEALS QUOTES ORDERS CUSTOMER PROFILE/SEGMENTATION ASSETS/ENTITLEMENTS CONTRACTS / AGREEMENTS SUBSCRIPTIONS REGISTRATIONS/ACTIVATIONS SALES TERRITORY/GEO COMP PLANS/QUOTAS COMMISSIONS Autodesk

5 MDM.... Partner D&B (IM) M&A Siebel Governed/Owned by the Business (steward) SFDC ERP Data Recognition Data Standardization Data Auditing Data Enrichment Data Cleansing Data Model Business Rules Data Purge/Arch Hierarchy Mgmt Technically enabled by IT (custodian) Must have a Identity Strategy! Autodesk

6 Data Hub s by Segment Consumer 360 Transaction Views Sales Entity Enterprise ID Mgmt Service Partner/Channel Loyalty Etc. Views Other Real Time Historical Autodesk

7 34598 Local ID1 D&B (IM).... M&A Registry Technique 360 Transaction Views Local ID2 ID Mgmt Service ERP Party ID Global ID = Party ID local ID1 local ID Loyalty ODS Etc. Views Workflow Integration services WS EAI ETL/EII Authoring at Spokes Cross Reference Only (attributes not mastered in hub) Provides links to sources (that may not share the same data model) Non-invasive (easier to implement, but less attribute consistency) DW DM Real Time Historical Autodesk

8 34598 ABC Ltd 390 Baker St Local ID1 D&B (IM).... M&A Co-Existence Technique 360 Transaction Views ID Mgmt ABC Ltd 390 Baker Rd Local ID2 Service ERP Party ID ABC Co 390 Baker Rd Global ID = Party ID Party Name Party Addr local ID local ID2 DUNS# ABC Ltd 390 Baker Rd IBM Inc 983 NY Ave ODS Loyalty Etc. Views Workflow Integration services WS EAI ETL/EII Authoring at Spokes AND at Hub possible (not subscription) Cross References and Golden Record stored at hub Maps attributes to common data model (TCA) Extended Attributes High Attribute consistency DW DM Real Time Historical Autodesk

9 34598 ABC Ltd 390 Baker Rd Local ID1 D&B.... M&A Transactional Technique 360 Transaction Views ID Mgmt ABC Ltd 390 Baker Rd Local ID2 Service ERP Global ID = Party ID Party Name Party Addr local ID local ID2 DUNS# Loyalty Party ID ABC Ltd 390 Baker Rd ABC Ltd 390 Baker Rd IBM Inc 983 NY Ave ODS Etc. Views Workflow Integration services WS EAI ETL/EII Authoring at Spokes AND at Hub possible (consumes changes from hub) Cross References and Golden Record stored at hub Maps attributes to common data model (TCA) Extended Attributes High Attribute consistency, High cross systems consistency DW DM Real Time Historical Autodesk

10 CDH Build Methodology 1 Data Analysis/Data Assessment (spokes) Broader Architecture 1 Spoke 2 Data Analysis/Master Data Model (hub) 3 Define Business logic/workflow 1 Outbounds Inbounds Integration Hub 4 Identify/Define participation model rd party service 5 6 Overall/Broader architecture participation Define Governance, Stewardship, business org 7 Build/Deploy Autodesk

11 1 CDH Build Methodology Data Analysis/Data Assessment ** SPOKES ** 1 Broader Architecture Outbounds Inbounds Integration 1 Hub Spoke rd party service Data Analysis/Data Assessment - Def s, Models, Attributes - Use cases/data accesses - Volatility/Frequency/Velocity - Data Quality assessment - Dependencies Upstream/Downstream - Rules being applied - Standards being applied - Logic being applied - What we have and what we need Autodesk

12 2 CDH Build Methodology Data Analysis/Master Data Model ** HUB ** Data Analysis/Master Data Model Broader Architecture Outbounds Inbounds Integration Hub 2 Spoke 3 rd party service - Def s, Models - Identify Core Attributes and Relationships (scope) - Use cases/data accesses > starting with CRUD - Understand the data Volatility, Frequency, Velocity - Identify cross Reference & Registry needs - Identify Extended Attributes - Start identifying the rules that we need applied - Start identifying the standards that we need applied - Start identifying the logic that we need applied Autodesk

13 3 CDH Build Methodology Define Business Logic/Workflow ** HUB ** Broader Architecture Outbounds Inbounds Integration Hub 3 Spoke 3 rd party service Define Business Logic/Workflows - Identify and map out the hub based business logic needed - Validate that all Use cases and Data accesses are addressed - Factor in Volatility, Frequency, Velocity - Clearly identify all major Workflows (automated or one s with human interface) - Dependencies identified - Identify rules logic to be applied at the hub (cleansing rules, so on) - Identify standards to be applied at the hub ** This may include calls to third party services (matching, cleansing, validation, so on) Autodesk

14 4 CDH Build Methodology Define Participation Model ** HUB/SPOKE ** Broader Architecture Outbounds Inbounds Integration Hub 4 Spoke Define Hub/Spoke Participation Model 3 rd party service - Identify and define how each spoke interacts with the hub AND with each other (termed participation model) - Cleary identify and define each inbound and outbound behavior in terms of publish, subscribe (provider/consumer) - Remember, we are defining a microcosm of organisms that must now live together (not a silo) Autodesk

15 5 CDH Build Methodology Overall/Broader Architecture Participation Broader Architecture Integration Spoke Define overall/broader architecture participation - Clearly identify how the MDM customer data is to be utilized in the broader company architecture Outbounds Inbounds Hub - Examples are with ODS, Sales, Marketing, Finance, EDW, WS s, SOA, so on. 3 rd party service - This new microcosm must now fit into the broader universe of your other systems Other Platforms and Systems Autodesk

16 6 CDH Build Methodology Define Governance, Stewardship, Business Org. Define Governance, Stewardship, and Business Organization Broader Architecture Outbounds Inbounds Integration Hub Spoke - Clearly identify how the MDM of data is managed from the business side (process, workflow, ownership, coordination, and with a liaison into IT the custodians) Other Platforms and Systems 3 rd party service 6 - Create a stewardship model and organization. This may include a steering committee that acts as a policy maker and compliance arm of this key data category Autodesk

17 CDH Build Methodology *** Deliverables and Artifacts *** Metadata/Model - Core attributes to be managed - Party-based mappings (hub/spoke) - Cross Reference Identities/Registry - Ownership model - Data Models (hub/spokes) - life cycle (archive, purge, availability) Business Logic - Workflow - Merge, match, Dedupe logic - standardization, cleansing - Data sync needs - Mappings/context - Transformations needed - Logical/physical merge approach - Frequency/Velocity requirements Broader Architecture Inbounds Other Platforms and Systems Integration Outbounds Hub Spoke Autodesk 3 rd party service Participation Model Broader Architecture - Inbound/Outbound definitions - Other system interfaces - Contributing Attributes from each spoke to the hub (Upstream/downstream) - overall publishing/subscribing needs (frequency/volatility) - General exposure methods (WS, API, Services)

18 CDH Build Methodology Autodesk Phase I Aprimo Accounts Contacts Integration Broader Architecture Siebel/CRM Accounts Contacts Match Publish Subscribe Enrich Hub DNB (enrichment) Trillium (Cleansing & Match) Accounts ADSK.com Next Spoke Autodesk

19 Autodesk (Hybrid-Party Model) Relationships Product Authorization Groups Product Authorization Types Product Authorization Hierarchies Agents/Partners Hierarchy Level Hierarchy Types Contact Role Types Contact Roles Account Contact Relationship Types Parties CONTACT (Person) ACCOUNT (Organization) GROUP Contact Preferences Contact Profile External Enrichments (D&B, etc) Account Profile Account Account Site Account Roles Account Types Account Role Types Account Type Types Agreement Role Types Agreement Role Agreement Contacts Agreements Location GEO Unit R17 -R17 R18 UNFUNDED GEO Unit Relationship Geo Structure Geo Level Autodesk

20 Enterprise example General Electric Corporate DUNS# Highest level Sales Entity Parent to Subsidiary Org (Party) Org (Party) General Electric Parent to Subsidiary Hierarchy Party General Electric Satellite Div Person (Party) Jane Doe Contact Org (Party) Partner/Channel (sell thru) ERP # (Bill to) DUNS# SFDC Reference Org (Party) IM Extended Attributes Autodesk

21 Questions? Or, send me s at: Autodesk