The!Power!of!Master!Data! in!a!big!data!world!

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1 AHubDesignsWhitePaper ThePowerofMasterData inabigdataworld ByDan$Power,Founder&President,HubDesigns andjulie$hunt,editor,hubdesignsmagazine Imagebyhttp://yasiv.com/facebook Sponsoredby

2 1 In$theory,$there s$no$difference$ between$theory$and$practice,$ but$in$practice,$there$is $ Attributed)to)Yogi)Berra$ ExecutiveOverview Aftersubstantialinvestmentsinbigdata,therearecontinuedreportsoffailedprojectsandwasted efforts. Intheory,bigdataanalyticsstillholdsthepromiseofsignificantreturns,forbetterdecisionKmaking, fastergoktokmarketstrategies,andinnovativenewbusinessmodels. Organizationsarelookingforbetterwaystogaininsightsfromtheir data(includingbigdata),andforthemosteffectivewaytousetheir dataasaweaponinanincreasinglycompetitivemarketplace.and$ their$questions$about$how$best$to$achieve$this$value$are$still$largely$ unanswered. Oftenorganizationsfocustoomuchonthetechnical whizbang aspectsofbigdatainsteadofasking:why$are$we$doing$this? Therehastobearealgoal arealbusinessproblemtosolve drivingabigdatainitiative.butfor mostbigdataprojects,thedataalonedoesnotrevealtheanswers.instead,fragmentsofdataare linkedtogether,withoutsufficientcontexttoconnectthemtothebusinessortocustomersand products. So$what s$missing?toframebigdataanalytics,youneedtoidentifythepurposeofthebigdata project,connectionstoexistingdata,andthecontextfortheanalysis.withoutthecontextofcurrent businessrequirementsandoperationalsystems,bigdatacanloseitsfooting andmillionsofdollars. Master$data$establishes$the$context$and$connections$that$are$absent$from$most$big$data$analytics.$ Itcanhelpidentifythepurposeofbigdataprojects,connectthemtoexistingdata,andprovide contextforanalysis.improveddataqualityandotherenhancementstoyourbigdataanalytics initiativecanalsocomefrommasterdatamanagement(mdm)anditscompanion,datagovernance. Large$Retailer$Misfires$with$Unfocused$Big$Data$Analytics$ AwellKknownretailerhasstruggledwithdecliningrevenueinrecentyearsandstumbledthroughconflicting executiveapproaches.oneceowasbroughtintorefreshthebrandandchangehowitsmerchandisewassold. ThisCEOwasknownforcitinghisbigdataanalyticsforcustomerbuyingbehavior.Histakeawaysfromthedata drovehimtocompletelyrevamphowtheretailerwenttomarketandtoabandonprofitableprivatelabelbrands. TheCEOsteeredthecompanyawayfromonlinesellingtopushcustomerstobrickKandKmortarstores.Sales plummetedandtheceowasshownthedoor. ThenextCEOreviewedhispredecessor sbigdataandcameawaywithanentirelydifferentsetof recommendations.thisceoisnowbusyreversingmostofwhatthepriorceosetintomotion. Bigdataalonewon tnecessarilyleadtousableanswersorinsights.bigdataoftenneedstobecombinedwith whatissometimescalled littledata thedatafrominternalenterprisesystems toaddcontextandrelevance towhatbigdataoffers.masterdataisespeciallyimportantforcorrelatingbigdatainformationandtoconnectit tomissioncriticaldataacrosstheenterprise.

3 HowCanMasterDataHelpYouGetMorefromBigData? Bigdataiscalledbigsimplybecauseitcomprisessomanydifferentkindsofdata.Generally,bigdata referstodatasourcesthataretoolarge(highvolume),toounstructuredormultikstructured(high variability),oraccumulatestoofast(highvelocity)tobeprocessedbytraditionalmethodsand technologies. Bigdatasourcesinclude: UnstructuredormultiKstructureddatawithhighlyvariableformatsandsemantics:logfiles, ekmail,socialmediacontent. MachineKgenerateddata:sensors,GPSlocations,medicaldevices,anddigitalnetworks, includingthe InternetofThings wheremillionsofwikfikenableddevicescreateafloodof newdata. Extremelylargedatasets:scalingfromhundredsofterabytesuptopetabytes(andgrowing). Today,organizationsareparticularlyinterestedinbigdatafromsocialnetworks:Twitter,LinkedIn, andfacebookareofspecialinterest.butsocialdatacomeswithmanydifficulties informationcan bemined,butforittohavemeaningandvalue,sentimentandcontextmustbederivedaswell. Valuableinsightforconsumerbehavior,productandshoppingpreferences,andnetworksof relationshipscanbegleanedfrombigdatafromsocialmedia. Bigdatasourcescanrevealvital,gameKchanginginformationthatmanyorganizationswouldloveto useintelligently.and,bigdatahelpsdeliversignificantinsightsforeveryaspectofthebusiness.what hampersmanyorganizationswhenworkingwithbigdataisfiguringouthowtotaketheright approachthatproducesreliableandusableresults. Everyenterpriseneedstofullyunderstandbigdata whatitmeanstothem,whatitmightbeableto dofortheirbusiness evenifthefinaldecisionisthatbigdatadoesn tyethavearoleinachieving thegoalsandobjectivesofthecompany. BigDataRealityChecks Conversationsaroundbigdataarefinallyshiftingfrom"Whatisbigdata?"to"WhatcanIdowithbig data?"andtoday,realusecasesarebeingdiscussedanddemonstratedinseveralindustries: Financial$Services:$advancedanalyticsthatbothprocessbigdataandcombineitwithmaster datagivefinancialservicescompaniestheabilitytobetteranticipatemarketconditionsand customerpreferences. Multichannel$and$digital$marketing:$thecombinationofmasterdataandbigdataanalytics takesmarketersfrombuildingprogramsandcampaignsbasedsolelyonintuitionandpast experiencetoincludingcontinuousanalyticsthatbringrealktimeinsights todeliverthe rightprogramattherighttimetotherightcustomers. Dynamic$delivery$logistics:$correlatingbigdatamashKupswithmasterdataforcustomers andproductsaddsimportantcontextforweightingthevalueofsavingmoneyonfuel consumption,betterservingthecustomerswhohavefreightonthetruck,andproperly deliveringthefreightbeingshipped. 2

4 Fraud$detection$in$insurance$claims:$thehighpriceoffraudandtheincreasingavailabilityof costkeffectivetechnologysolutionsforbigdataispushingmanyinsurerstakeadvantageof bigdatainsights,guidedbymasterdata. Toachievethebestresults,manybigdataanalyticsprocessesneedtoincludethecoredataofthe enterprisetoprovidecontextandtoensuretheaccuracyofresults.mdmprovideswhat smissing frombigdatasourcesbyprovidingtheconnectiontomissioncriticaldataacrosstheenterpriseand tothebusinessprocessesthatshouldbeconsumingtheresultsofbigdataanalytics. UsingMasterDatatoBetterFocusBigData Bigdatabyitselfcanbevagueandfragmented.Andtheanalyticsmaynotyieldmuch accurateintelligence. Youshouldfirstdeterminewhatbusinessproblemyouwanttosolveorwhichquestionsyou wouldliketoanswer.thenidentifytheothertypesofdataneededtopullbigdatainto focus,particularlyregardingcustomers,productsandchannels. Combiningbigdatawithmasterdata,aswellasotherdatasources,greatlyextendsthe value,accuracyandusefulnessofbigdataanalytics.mdmprovidesbusinesskcriticalidentity andentityresolutionforbigdatasources. Datagovernancepoliciesandpracticesarekeyenablersofbigdata.MDMhelpsyoufigure outhowmuchyoucan stretch standardsfordataqualityandaccuracywhenworkingwith bigdatasourcesforparticularprojectsandthenmeasuringtheimpactondataintegrityand businessprocesses.mdmprovidesafailksafeforcorrelating lesserquality bigdatato masterdata. MDMDeliversMoreTrustworthyData MDMcontributesasolidfoundationforgeneratingtrusteddataandmoreefficientbusiness processes.ittouchesalmosteveryimportantactivityinanorganization.mdmcollectsdataonthings likecustomersandproducts normallyinsilosthroughouttheenterprise andbringsitalltogether incentralizedhubsofhighqualitydata. MDMestablishestheprocessesthatensuretheaccuracy,qualityandusabilityofthemasterdata.An organizationcangofromfragmentedviewsoftheenterprisetoabigpictureor singleview,to supportinsightsthatleadtobetterdecisions. Overall,howwellanenterprisemanagesitsmasterdataisareflectionofhowwellitoperatesand succeeds,andhowquicklyitcanrespondtochangeandopportunities. MDMisalsoakeyfactorforconnectingbigdatatotheworldofaccuracy,relevanceandvalue.Ifyou don thavemdminyourorganization,thenstartbuildingastrongmdmprogram.ifyoualreadyhave MDMinplace,thentaketimetoassesstheeffectivenessofyourcurrentprogramandmakeany necessaryimprovementsorexpansions. 3

5 Dependingonthepurposeofyourbigdataanalytics,ifmasterdatacanplayasignificantrolein makingtheanalyticsmoremeaningful,makesureyouhavehealthyprocessesestablishedforthe trusteddatawithinyourenterprise.thisiswhatyouneedtogivebigdatarealdirectionanddeliver realvaluetoyourcompany. Insteadofworkingwithbigdataasa bigboxofoutkofkcontroldata,correlateelementsofbigdata toyourmasterdata,linkingittothingslikeproductinformationandcustomerdata.thiswillallow youtodoimportantsentimentandbrandanalysisbasedonthesocialmediapostingsyourcustomers aremakingaboutyourproducts. ThePowerofContextinKnowingYourCustomer Thebeneficialmarriageofmasterdataandbigdataresultsinanenhanced360Kdegreeviewofthe customer,whereexistingcustomerviewsareamplifiedbyincorporatingexternalbigdatasources. Behavioralinformationcomesfrombigdatasourceslikesocialmediaandotherdigitalsites,asdo preferencesandrelationships.acontinuous,realklifeunderstandingofindividualcustomersemerges: theirshoppingandbuyinghabits,opinions(positiveandnegative)aboutbrandsandproducts, preferredchannels,andintelligenceontheirbuyingjourneys. Butthisenhanced360Kdegreecustomerviewdoesnotworkwithoutmasterdataconnectingbigdata totherightcustomer,productorothercorporateinformation. MDMhasanaturalrelationshiptothebusinessdomainexpertsinyourcompanywhoprovide invaluablefinektuningbycorroboratingorquestioninganalyticsresults.yourinternalexpertsprovide furthercontextforbigdatainitiativesbydrawingonrealworldexperienceandtheabilitytosee connectionsandquestionsthathavebeenmissedbybigdataanalytics. YourCustomersWantYoutoRespectTheirPrivacy Whilemuchcanbegainedfromtappingintothepowerofbigdataanalytics,yourcustomershave legitimateconcernsabouttheprivacyandsecurityoftheinformationyouarecollectingfrombigdata sources.mdmhelpsyoukeepthetrustofyourcustomersbyapplyingthemasterdatapoliciesfor security,preferencesandprivacytothebigdatathatyoucollectandanalyze. Take$a$look$at$big$data$and$MDM$in$action:$ 4$different$use$cases$where$MDM$helps$big$data$ROCK$ for$clear$business$advantage.$ 4

6 5 Retailersandothertechnology companieshavealreadymadehuge stridesinthisarea[bigdata analytics],butthedoorsarenow openforfinancialservicescompanies toimprovecustomersegmentation, productdevelopment,andcustomer service. Source:,Bank,Systems,&,Technology, Financial'Services' 'Improving'the'customer'experience'with' intelligent'customer'service' Socialmediasitesareprolificgeneratorsofbigdata andthiskindofbigdataholdsgreat potentialfortellingfinancialservicescompaniesmoreabouttheircustomers.vastamounts ofdataareavailabletoprovideinsightintocustomerbehavior,companyinteractions,and preferencesfordifferentproductsandservices.differentanalyticscanbeperformedto providerealktimeupdatestocustomerintelligence,improvingcustomerserviceandcall centereffectiveness. Consistent andpositive CustomerExperiences MostfinancialservicesfirmshaveFacebookpageswherethey promotetheirofferingsandprovideachannelforcustomer commentsandquestions.acustomerpostsquestionsaboutthe statusofhermortgagerefinanceapplicationandcurrentrates. Afteracoupleofdaysnoonegetsbacktoher,soshecalls CustomerService,whichhastoaskforhercustomerinformation andthepurposeofthecall.noneoftheinformationdisplayedin thatprocessindicatesaninquiryonfacebook.whenthecustomer askswhathappened,customerservicedoesn tknow.thefinancial servicescompanynowhasanunderserved,unhappycustomerdue toabrokenmultichannelexperience. MDMExpandstheCustomerBigPicture IfcompaniesdecidetosetupshoponsocialsiteslikeFacebook,theymustcontinuously monitoractivity,respondtovisitors,andfeeddatafromthesiteintointernalprocessesto updatealltherightsystems,includingcustomerservice. WhenthecustomerpostsherFacebookinquiry,CustomerServicecanrespondinthat channel,givingthecustomerthenextstepstotake.customerservicewillhavethe interactioninformationandwillalsohaveaccesstothefullcustomerprofilefromthemaster datahub.thecustomerservicerepcanalsocorrelateproductmasterdatatodetermineif thereareanyissueswiththeparticularmortgageproductthatthecustomerreferencedin herinquiry.abettermortgageproductmaybeavailable.mostimportantly,thecustomeris betterservedwithconsistentmultikchannelinteractions. ExtendYourBusinessBeyondCustomerTransactions Advancedanalyticsforbigdatacombinedwithmasterdatagivefinancialservicescompaniesthe abilitytobetteranticipatemarketconditionsandcustomerpreferences.morecustomerkfocused productsandservicescanbeofferedfordifferentdemographiccategories.andthroughadvanced analytics,customerscanbematchedtotheappropriateoffers.whencustomersseeproofthat companiesknowwhotheyareandunderstandwhattheyneed,loyaltyandreferralscomenaturally.

7 6 Onaverage,marketersdependondata forjust11%ofallcustomerkrelated decisions.infact,whenweasked marketerstothinkaboutthe informationtheyusedtomakearecent decision,theysaidthatmorethanhalf oftheinformationcamefromtheir previousexperienceortheirintuition aboutcustomers. Source:,CEB,, Multichannel'and'Digital'Marketing' 'Understanding'your' customers'and'fulfilling'their'needs'on'their'buying'journey' Marketingorganizationsareconstantlychallengedtopulltogetheracomplete understandingofeachcustomer.achievingacomprehensiveviewofcustomersrequiresthe righttechnologiesforcollecting,validatingandanalyzingagreatdealofinformationabout customerinteractions,includingbuyingbehaviorandpurchaseoutcomes.themostupktok dateandusefuldataoftencomesfrombigdatasources. Customerinteractionscontinuetospreadacrossmanydifferentchannels.Companiesneed tomakesurethatthesamereliableandtimelyinformationisavailabletoeverychannelto handleanycustomerexperiencewithspeed,relevanceandaccuracy. Whatdoesthecustomerwant?Doyouhavetheinformationandresourcestohelpthem? PersonalizingCustomerExperiencesthrough MasterDataandBigData Marketerswanttocreatepersonalizedcustomer communicationsthatworkwellforaparticularchannel. Butpersonalizationcanonlybeeffectivewhenit sbased onaccurate,upktokdateinformationoncustomers, products,channels,locationsandotherrelevantdata domains. Whilebigdatacantellmarketersmoreaboutcurrent customerbehaviorandmindset,itoftenstartsoutas nonkcontextualfragments.masterdatadeliversthe meanstobetterconnectallfunctionsintheenterpriseto accuratecustomerintelligence,thecurrentcontextofcustomerneedsandactivities,andthe relationshipsofcustomerstoproductsandchannels.mdmalsohandlesidentityresolutionforthat massofdisparatebigdata,connectingittotherightentities,suchascustomersandproducts. It snotjustcrmanymore Socialnetworksareprolificcreatorsofbigdatarelatedtopotentialandcurrentcustomers.Andsocial mediaisnowanimportantsourceofdataformdm.includingsocialdataletstheenterpriseseethe customer snetworkofrelationshipsandmayrevealnonkobviousspheresofinfluence viewsthat arefrequentlynotpossiblewithtraditionalsystemssuchascrm.mdmhelpsanalyzecustomer relationshipsinsocialnetworksforcorrelationtomasterdatadomains. Mostimportantly,thecombinationofmasterdataandbigdataanalyticstakesmarketersfrom buildingprogramsandcampaignsbasedsolelyonintuitionandpastexperiencetoincluding continuousanalyticsthatbringrealktimeinsights todelivertherightprogramattherighttimeto therightcustomers.sophisticatedmarketinganalyticsareaquantumleapfromthetraditionalidea ofbrandmarketing.brandmarketingnowembracescustomerkresponsivemarketing,withbigdata analyticsfuelingnewprocesses.

8 Dynamic'Delivery'Logistics' 'ensuring'that'your'top'customers' come'first'while'controlling'costs'and'preventing'problems' Today sbusinessconditionshaveaffectedtheprofitabilityandoperationsofthetrucking industrythrough:uncertainanddiminishedeconomicactivity;decreasedcustomerdemand; escalatingfuelprices;andsupplychainrestructuring.thesechallengesarepushingthe truckingindustrytofindwaystocontaincostswhileimprovingcustomerexperiences,on boththesendingandreceivingends.bigdataanalyticsarehelpingtheindustryinthese areas,particularlybyimprovinglogisticalmanagementfortrucksonthego. TheWellPInformedDispatcher 62.8percentoflogisticsexpenseswere relatedtothecostsoftransportinggoods. Thismakesshippinganidealareainwhich tofindadditionalsavingsbyincreasing efficiency. Source:,State,of,the,Logistics,Union,2013,, by,rosalyn,wilson,,published,by,cscmp,,, Thankstobigdatasources,dispatchersnowhaveatremendousamountofrealKtimeinformationto helpthemmakeimprovedroutingdecisionsfortheirdrivers.datafor weatherconditionsalongdifferentroutesiscontinuouslyupdatedfrom sourceslikethenationaloceanicandatmosphericadministration (NOAA).Trafficdataandinformationaboutroadconditionsareavailable fromlocallawenforcementandsiteslikegooglemaps,mapquestor Yahoo.Sensordatafromthetrucksthemselvesprovidescontinualfuel consumptionrates.advancedanalyticsbringallofthisdatatogetherto guidethedispatcherwithrealktimeintelligence. However,this mashedup bigdatahassomesignificantgapsthatmay affectdecisionkmaking.routingdecisionsmustincludefactorslikethe typesofcustomersbeingserved,theirimportancetothebusinessand thekindoffreightbeingtransported notsolelybasedontravelconditionsorfuelconsumption. OrganizingBigDataMashPupswithMasterData CorrelatingbigdatamashKupswithmasterdataforcustomersandproductsaddsimportantcontext forweightingthevalueof:savingmoneyonfuelconsumption;betterservingthecustomerswho havefreightonthetruck;andproperlydeliveringthefreightbeingshipped.mdmaddsinthe intelligencethathelpsthedispatchermakethebestdecisionforhiscompanyandtheircustomers. NewOpportunitiesforPersonalizedService Whentruckingcompaniescorrelatebigdatasourceswithmasterdata,otherusesforthedata emerge.companiescancapitalizeonthecombineddatasourcestoimprovepersonalizedservices notjustfortopcustomers,buttowinovermorecustomersandgrowtheirloyalty.bothshippersand recipientsoffreighthavehigherexpectationsthesedaysandwantmoreservicesandvisibilityinto theirshippingactivities. Byusingallofthebigdataavailabletodayandcombiningitwiththecompany sinternalmasterdata, companiesinthelogisticschaincanmakebetterdecisionstosatisfyboththeirlarge,demanding customersandtheirsmalltomidksizedcustomers. 7

9 Fraud'Detection'in'Insurance'Claims' WellKorganizedandcomplexfraudnetworksareworkingstealthilytoproliferatefraudulentinsurance claims,targetingmultipleinsuranceprovidersatthesametime.theseorganizedringsofcriminals avoiddetectionbycircumventingthetraditional andoftencumbersome methodsofidentifying fraudthatareusedbyinsuranceadjustersandclaimsprocessors. Insurancefraudimpactsnotonlyevery insurancecompanybutvirtuallyevery consumerandtaxpayerworldwide,andit showsnosignofeasing. AiteGroupestimatesthatclaimsfraudin theu.s.p&cindustryalonecostcarriers US$64billionin2012andwillreachUS$80 billionby2015. Source:,Aite,Group Bigdataanalyticscanputtogetherthefraudpicturefromdatacoming fromunconventionalsources,rootingoutfraudnetworksandincipient fraudschemes flyingundertheradar. Analyticscanbringtolightsuspicioustransactionsandactivities,aswell asanomalies,connectingunlikelypiecesthatcometogetherthroughbig dataanalyticalprocesses.suchprocessesshouldberealktimeinorderto stopfraudassoonaspossible. Forexample,identityresolutionenginescanfind nonkobvious relationships betweenindividualsbasedoninformationfromdisparate sourceswithinandoutsidetheenterprise,lookingforpatternsindicating relationshipsbetweenpeopleinvolvedinadisputedcaraccident. MDMSharpensDetection Masterdatastepsintoprovideidentity,entityandrelationshipresolution vitalaspectsoffraud detection.mdmalsoprovidestheconnectionforcontinuousimprovementandstrengtheningof claimsprocesses,whileintelligencefrombigdataanalyticsfurtherfuelssuchimprovements.the onektwopunchofmdmandbigdatacangreatlyreducecostsandincreaseefficiency. AOnePTwoPunchDeliverstheInsuranceIndustryWin Theinsuranceindustryhastraditionallybeenslowtoadoptnewtechnologies.Butthehighpriceof fraudandtheincreasingavailabilityofcostkeffectivetechnologysolutionsforworkingwithbigdata shouldpushmanyinsurersintotakingadvantageofbigdatainsights,particularlywhenthoseinsights areguidedbymasterdata. Bypreventingfraudintheearlystages,insurancecompaniesgaingreatercontroloverallclaims, providebetterserviceforlegitimateclaims,andpasssavingsontocustomers.insurancecompanies canreapsubstantialgainsfrombigdataanalyticsandmdmworkingtogether. 8

10 What'can'you'do'to'get'your'arms'around'all'of'the'data'that' benefits'your'business?' ThePowerofBigDataandMasterDataWorkingTogether BigdataanalyticsareprovingtobesignificantforthedecisionKmakingandcompetitivenessofmany companies.ifdonewell,richintelligencecanbeattained,particularlyforunderstandingcustomers andbuyingbehavior,andforcreatingtherightproducts. Butfrequently,bigdatainitiativesendinfailure.It simportanttogivepurposetoyourbigdata initiativebyidentifyingrealbusinessproblemstosolve.it salsocriticaltoviewbigdataanalyticsin context contextcomingfromconnectingbigdatatoothersourcesofdata,especiallymasterdata. MDMalsoconnectsbigdataanalyticstotherightbusinessprocessesandbusinessexpertsand ensuresthatanalyticsresultsareaccurateandputtogooduse. Noteverydataproblemisa bigdata problem littledata sourcesarestillimportantforattaining valuableintelligence.byfullyunderstandingwhat sneededtosolveproblemsoranswerquestions, youcandeterminewhichdatasourcesarelikelytoyieldtheinsightsthatyouseek. Finally,makesurethatanalyticsresultsandrecommendationsareshared(nothoarded)across enterpriseprocessesandsystems,wherevertheintelligencecandothemostgood.themore data power youcanprovidetoeveryoneintheenterprise,themoreagileyourorganizationwillbecome whenitfacesdisruptivechallengesandnewopportunities. Getting$Started$with$MDM$and$Big$Data$Initiatives$ InitiateadataimpactassessmentbothforMDMandbigdataanalytics. LayoutcorporatestrategiesforMDMandbigdata.Whatproblemsdoyouneedtosolve? Whatquestionsdoyouwantanswered?Howwillyouproceed? DetermineifyourMDMhouseisinorder makeaplantogetthemostoutofyourmdm program. ConstructawellKthoughtKoutscopeforthefirstinitiativewhereMDMandbigdatawork together. Establishmetrics,thenassessandunderstandthebenefitsandvaluefromtheinitiativeand howitwillimproveyourbusiness. Setupnewdatagovernancepoliciesformanagingbigdata decidewhenitwillandwon tbe storedinmasterdatahubs,andcreateproceduresformaintainingtheintegrityofmaster datawhenworkingwithbigdatasources. TakealookatThe8WorstPracticesinMasterDataManagementandHowtoAvoidThem thesamestepsthatcanensurethesuccessofmdminitiativesshouldbeconsideredforyour bigdatainitiatives. 9

11 How$Information$Builders$Can$Help$Your$MDM$and$Big$Data$Initiatives$ InformationBuildersprovidesproductsandservicestohelporganizationstransformbigdatainto value.oursoftwaresolutionsforbusinessintelligenceandanalytics,integration,anddataintegrity empowerpeopletomakesmarterdecisions,strengthencustomerrelationships,anddrivegrowth. OurWebFOCUSandiWayproductscoverallinformationneeds fromdatainceptiontoinformation qualityanddelivery.themarket sleadingbusinessintelligence(bi)andanalyticsplatform, WebFOCUSscaleseasilytoextendthepowerofanalyticstoeveryone.iWayproductssimplifythe integrationofcomplexdataandapplicationenvironmentstodeliverprojectsontimeandonbudget, capturelostrevenue,andeliminatehiddencostsgeneratedbyinaccuratedata. WebFOCUSoffersdoKitKyourselfanalyticswithunmatchedscalability.WebFOCUSletsyoutakebig dataandgiveanswerstousersinawaytheycanunderstand.forexample,withwebfocus,youcan: Deliverpredictivescorestoyourcustomerservicerepresentatives,sotheyknowwhich offersaremostlikelytoresultinapositiveoutcome. Providesophisticatedvisualizationtoolstoanalystswhocanseepatternsinmillionsofdata points. DeliveradashboardtoyourVPofMarketingwithsocialmediasentimentscoresaboutthat newproductlaunch. DeployaBISearchappfullypopulatedwithstructureddata,unstructureddata,andlinksto existingreportsandanalysis. TheInformationBuildersiWayMasterDataSuiteoffersrealKtimemultiKdomainMDMcapabilities withcompletedataquality,dataprofiling,anddatagovernancecapabilitiesacrossallvertical domains.thesuiteenablesorganizationstotakeadvantageofmdmacrossbigdata,crm,rdbms, ERP,andevenlegacysystemswithacompleteframeworkforbothITandbusinesstomaster, cleanse,andremediateanydata. InformationBuilders dataqualityassessmentshelporganizationsgetstartedwithmdmanddata quality.ourprofessionalsanalyzeanorganization'sinformation,discoverwhereproblemslie,and determinehowextensivethoseissuesare.wehelpimproveinformation svaluewithexpertswho areavailabletohelpimplement,guide,anddesigndataintegrityinitiativesacrossanyorganization. How$Hub$Designs$Can$Help$Your$MDM$and$Big$Data$Initiatives$ HubDesignsisaglobalconsultingfirmthatfocusesonstrategydevelopment,solutiondeliveryand thoughtleadershipformasterdatamanagement(mdm)anddatagovernance.weareenablingour clientstotacklebigdatachallengesinavarietyofindustries. Weprovideservicescoveringcomprehensiveassessments,strategicroadmaps,softwareselection, businesscasedevelopment,anddatagovernanceformation. Ourconsultantsaretrustedadvisorswhodevelopsolutions,deliverbestpractices,provideanalysis, anddemonstratetheirthoughtleadershipbyspeakingandpublishingoftenoninformation management. 10

12 About$Hub$Designs$ HubDesignsisagloballeaderinthedevelopmentanddeliveryofhighimpactmasterdata management(mdm)anddatagovernancestrategies.thecompanypublisheshubdesignsmagazine, oneofthefirstonlinepublicationsspecificallyfortheinformationgovernanceindustry.thefirm s ThoughtLeadershippracticeproduceswhitepapersandwebinars,andHubDesigns President,Dan Power,isafrequentpresenteratconferencesandtradeshows.Formoreinformation,pleasevisit hubdesigns.comorfollowusontwitterat@hubdesigns. About$Information$Builders$ InformationBuildershelpsorganizationstransformdataintobusinessvalue.Oursoftwaresolutions forbusinessintelligenceandanalytics,integration,anddataintegrityempowerpeopletomake smarterdecisions,strengthencustomerrelationships,anddrivegrowth.ourdedicationtocustomer successisunmatchedintheindustry.that swhytensofthousandsofleadingorganizationsrelyon InformationBuilderstobetheirtrustedpartner.Foundedin1975,InformationBuildersis headquarteredinnewyork,ny,withofficesaroundtheworld,andremainsoneofthelargest independent,privatelyheldcompaniesintheindustry.visitusatinformationbuilders.com,followus ontwitterat@infobldrs,likeusonfacebook,andvisitourlinkedinpage. Hub$Designs$ 188WhitingStreet,Suite6A Hingham,MA02043USA +1(781)749K8910office +1(781)735K0318fax hubdesigns.com hubdesignsmagazine.com Information$Builders$Inc. TwoPennPlaza NewYork,NY10121USA +1(212)736K4433office +1(212)967K6406fax informationbuilders.com informationbuilders.com/blog 2013HubSolutionDesigns,Inc.andInformationBuilders,Inc. Allrightsreserved.Nopartofthispublicationmaybereproducedorstoredinaretrievalsystemortransmitted inanyformorbyanymeans,withoutthepriorwrittenpermissionofthecopyrightholder.hubdesignsand InformationBuildersarethejointcopyrightownersofthispublication.Alltrademarkshereinarethepropertyof theirrespectiveowners. 11