CDH Overview

OracleCustomer Data Management

David Judd

Senior Sales Consultant, Oracle

[email protected]

mailto:[email protected]

Where Are Your Sources of Truth?

Department Most Reliable Data

Service Products Used

Sales Contacts

Web Site Web Address

Financials Ability to Pay

Marketing Demographics

How many single sources do you want?

It’s a Top 10 Problem

1. Cost / budget pressures2. Data security concerns3. Faster innovation4. Business risk management

5. Single view of customers6. Stakeholder pressure7. Greater transparency of reporting8. E-Enabled business9. Managing knowledge capital10. Personal data privacy

Source: Gartner CIO Survey, March 2003

Why Need a Single View?Why Need a Single View?• Improve service levelsImprove service levels• Better targeted marketingBetter targeted marketing• Greater sales productivityGreater sales productivity• Direct impact on top and bottom lineDirect impact on top and bottom line

Business Drivers

Don’t know enough about our customers

Customer data is out there, but not dependable– Fragmentation, duplication, inaccuracies

It costs a bundle to maintain separate customer masters

New initiatives make it all worse– Products, acquisitions, systems, etc.– Closer consumer tracking…beyond the agents

1. Fragmentation

Salesforce.com

2. Duplication

3. Inaccuracies

John Doe

John Doe

John Doe

Johnny Doe

Jonathan Dough

Jon Dough

J. Doe

John Doe

Customer Data Challenges

PeopleSoft

E-Business Suite

An Oracle Innovation: Oracle Customer Data Hub

Master Customer Identity– Centralized and configurable– Embedded cleansing & enrichment

360 Degree Enterprise Viewer– Any related data from any source

Flexible Data Maintenance– Update at hub or application

Architectural Innovation– Coexists with prior IT investments– Leaves data at its source,

yet provides a 360 degree view

Legacy,Custom

VendorPackages

IndustryPartners

CustomerData Hub

How is a Hub different than a Data Warehouse?

Simple Answer: We do not move transaction records into the hub and rollup the data into summaries.Key Differences Hub Warehouse

Customer identity (party-based) Yes unlikely

Data movement into/from Batch & real-time Batch

Data creation & updates Yes No

Cleans data Yes Yes

Enriched Data & Hierarchies Yes possible

Returns clean data to sources Yes No

Moves source transactions into repository No Yes

Drilldown into any source system Yes No

Derived summary metrics Yes Yes

Derived KPI Metrics Yes possible

Key Elements of a Customer Data Hub

Only Oracle offers the complete solution!

Integrate Your Systems

Central Data Store

Integration Services

Packaged Business Processes

Hub to Spoke Mapping

High Volume Import

Manage Your Data

Data Quality Tools

Data Librarian Function & Processes

Single Source Of Truth Record

Integrated Enrichment Capabilities

Security & Privacy Infrastructure

Extended Relationship Management

Custom Applications PlatformChange Your Behavior

Customer Master Viewer/Editor

Customer Intelligence and Analytics

Requirements – The 4C’s

Consolidated Customer Data– Eliminate fragmentation and redundancies

Clean Customer Data– Resolved duplicates and correct inaccuracies

Complete Customer Data– Access comprehensive customer profiles and history

Coordinated Customer Data– Supply clean, complete data to all systems

CDM Capabilities: Consolidation

Trading Community Architecture (TCA)– Data Model designed to store all master data about

organizations and people (e.g., agents, prospects, customers, contacts, suppliers, distributors, partners, competitors, employees, venues, etc.)

– Designed to be used by any application or business process

– Used by thousands of companies– Sold as a stand-alone item since 2000


Relationship Model– Links Any Two Parties and Describes Their Relationship

Parties may have unlimited relationships

– Relationships May Be Defined as Hierarchical or Matrix– 60 Seeded Relationship Types or Define Your Own– Examples:

Business World ~ Subsidiary of ~ Business International, Inc.

Business World ~ Partner of ~ Vision Enterprise

Business World ~ Competitor of ~ A.C. Networks

Jay Miller ~ Employee of ~ Business World

Jay Miller ~ Manager of ~ Janet White

Jay Miller ~ Spouse of ~ Kim Miller

TCA Data Model Drilldown


Data Model Extensibility– Used to Extend the TCA Data Model– Offers Unlimited Extended Attributes– Supports Attribute Groups, Value Sets (for validation),

and Functions and Actions– Fully Supported and Upgradeable– Visible on UIs (OCO and Data Librarian)– Used by Core CDH Tools (e.g., DQM, Bulk Import)

TCA Data Model Drilldown

CDM Capabilities: Cleansing

DQM Example 1 (Cleanse Transformation)

Transformation Functions

Word Replacement Lists

Input Value[ Oracle ]

Return “Similar” Matches[ Orocle ]

[ Oricle ]

[ Orucle ]

TCA Registry

Orocle

Oricle

Orucle

Transformed Input Value[ ORCL ]

Staging Tables

ORCL

ORCL

ORCL

Staging Tables

ROBERT

ROBERT

ROBERT

L


DQM Example 2 (Word Replace Transformation)

Transformation Functions

Word Replacement Lists

Input Value[ Bob ]

Return “Similar” Matches[ Bobby ]

[ Rob ]

[ Robert ]

TCA Registry

Bobby

Rob

Robert

Transformed Input Value

[ ROBERT ]


Party and Account Merge– After duplicates are identified, resolves the duplicate

records– Manual or automated– Managed by a built-in dictionary– All related records are automatically re-pointed to the

the surviving party


BusinessWorld, Inc

BusinessWorld

Merge

Master RecordMaster Record

- 300 Lincoln Ave. Suite 500 - 300 Lincoln Ave Ste. 505

- 101 N. Park Blvd.

- 201 Industrial Ave., Dock 13B - 101 N. Park Blvd.

- Contact: Catherine Fisher - Contact: Cathy Fisher

- Contact: Jim Harrington- Contact: Jim Harrington

OrdersLeads

InstallBase

CreditsShip-ments

OrdersLeads

InstallBase

CreditsShip-ments


Data Librarian Application– Easy-to-use, process-based application to manage all

aspects of customer data quality– Duplicate Identification and Resolution Tools

Perform proactive searches for duplicate records Manage the merge process in a step-by-step flow Accept default merge choices for a one-click merge or

perform detailed, attribute level analysis

CDM Capabilities: Cleansing Data Librarian Application (continued)

– Import Management Manage all Import Requests (Bulk Import and File Load) from a

single Import Queue Accept or reject import requests Determine duplicate identification and address validation settings for

bulk loads Generate “What if” analysis prior to import View post-import statistics

– Party Purge Physically delete unwanted records to reduce data volume and/or to

comply with data removal requirements (e.g., rented lists, do not contact, etc.)

CDM Capabilities: Complete

“Single Source of Truth” Records– Create a single customer record based on data from multiple

sources– Create custom data blending rules– Rank source reliability at the attribute level– Display “single source of truth” blended records to end users

and share with source systems while maintaining original source data

RevenueRevenue

# of Employees# of Employees

DUNS #DUNS #

Credit RatingCredit Rating

US$ 1.1MUS$ 1.1M

20,00020,000

12341234

AA

21,00021,000

BB

US$ 1.1MUS$ 1.1M

20,00020,000

12341234

BB

BlendedRecord

BlendedRecord

Source 1(D&B)

Source 1(D&B)

Source 2(Credit Bureau)

Source 2(Credit Bureau)


Address Validation– Standardize and validate existing addresses– Apply validation during Bulk Import Process– Use out-of-the-box adaptors from Trillium or

FirstLogic– Create custom adaptors using open, documented,

OAG-compliant XML messaging

CDM Capabilities: Complete Address Validation Example

– Compare an address in the TCA registry against a known good authorized data source.

Trillium with US Postal Service Data Libraries

TCA Registry


TCA Registry

500 Oracel park Redwod Shares, CA


– Send address data from TCA to an address validation application.

– The corrected, completed & validated address in the Official Postal Format is returned to TCA.


TCA Registry

500 ORACLE PKWY

REDWOOD CITY CA 94065-1677

500 Oracel park Redwod Shares, CA



D&B Integration– Create or supplement customer records with out-of-

the-box integration– Automatically create and expand corporate

hierarchies– Import data in real-time or batch mode– Access D&B data within the natural flow of UIs– Choose from 7 different D&B data packets


Data Quality Reports– Data Completeness Reports

Reports on data completeness as defined by the implementing organization

– Data Enrichment Reports Analyzes how many records have been enriched with

3rd Party Data, how recent was the enrichment, etc.

– Duplicate Identification Analysis Shows number and frequency of duplicate records

within a specific System Duplicate Identification batch


Customers Online Application– View, update, or create any information within the

TCA data model Profile, Addresses, Relationships, Classifications, etc.

– View comprehensive list of enterprise transactions Real-time query displays transactions for a given party Transactions are not replicated into the Hub Meta-data model allows for configuration to query from

any external system(s)

CDM Capabilities: Coordination

Bulk Import– Provides optimized bulk processing with validation– Optional de-duplication

De-dupe within the import file De-dupe between the import file and existing TCA data

– Optional Address Validation– Out-of-the-box integration with D&B – Configurable to use with other content providers

Customer

Data

Hub

Customer

Data

Hub

Legacy,Custom

ContentProviders

• People• Contacts• Organizations

• People• Contacts• Organizations

Customer DataCustomer Data

InterfaceTables

InterfaceTables Vendor

Packages


Source System Management– Define, store, and manage cross-reference map between the

Hub and each “spoke” application– Used to synchronize data between the Hub and the spokes– Supported for all major entities within the TCA data model

e.g., Party, Address, Email, etc.– Updated automatically during Bulk Import

Legacy.Custom

ContentProviders

VendorPackages

CentralCentral

CustomerCustomer

Data StoreData Store

- M

app

ing

--

Map

pin

g -

Data HubData Hub Spoke Apps

Party ID Party Name Source System Source System ID100 Business World D&B 3409887100 Business World SAP 1320100 Business World Siebel 54912100 Business World Siebel 21930


Embedded Integration Services– 60+ Public PL/SQL & Java APIs– 60+ Standards-based Web Services– 80+ Business Event System Callouts

Flexible Data Maintenance– Make updates in the Hub or spoke applications

Middleware Agnostic– Use Oracle’s BPEL Process Manager or any other

middleware (e.g., Tibco, webMethods, etc.)

Sales Leads

Custom

Receivables

Orders

WebSites

Call Center

MarketingData Mart

OASOAS

10g10g

WebWeb

ServicesServices

Data QualityData Quality

ServicesServices

Integration ServicesIntegration Services

1. An employee in Siebel

call center enters new

customer

2. Triggers a ‘new customer created’ business event

4. CDH does deduping, address cleansing,

master record creation

7. Hub publishes event

describing new customer

8. All applications

that subscribe to CDH

get and process record

Loyalty Program

So, what does this all look like?

CustomerCustomerData HubData Hub

3. CDH subscribes to this

event & creates record

6. Triggers a “New

Customer Created” event

in the CDH

5. New customeris approved

Customer Overview

Over 60 Customers in various stages of implementation

Across Many Industries– Retail– Manufacturing– Healthcare

– Education– Media– Transportation

– Financial Services– Public Sector– High Tech

– Mexico– France

– Brazil

– United States– United Kingdom– Australia

Spanning Multiple Countries– New Zealand– Canada– Korea

Challenges

Relationships

Marketing

Provisioning

Key Accounts

Vantive ICMS Billing

Business Challenges Multiple views of customer Misdirected marketing spend Uncertain business planning

4,300,000 customers10+ customer systems

Technology Challenges Unknown level of duplication High integration investment

Results

Business Results Better customer targeting Higher profitability Faster product introductions Visibility - 360 degree view

Technology Results Decommission legacy system Less integration projects Fewer reconciliation projects High data availability

4,300,000 customers1 single source of truth

VantiveMarketingMobileKey AccountsMany Custom

HubHub

Consolidate• TCA Data Model

• Generic, Comprehensive, Proven

• Relationship Model

• Classification Model

• Data Model Extensibility

Coordinate• Bulk Import

• Source System Management

• Embedded Integration Services

• Flexible Data Maintenance

• Middleware Agnostic

Clean• Data Quality Management

• Party and Account Merge

• Address Validation

• Customer Data Librarian UIs

Complete• “Single Source of Truth” Blended Records

• D&B Integration

• Data Quality Reports

• Customers Online UIs

Summary

CDH Overview

Documents

Transcript of CDH Overview