LDM Slides: How Data Modeling Fits into an Overall Enterprise Architecture
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Transcript of LDM Slides: How Data Modeling Fits into an Overall Enterprise Architecture
HowDataModelingFitsIntoanOverallEnterpriseArchitecture
DonnaBurbankGlobalDataStrategyLtd.
LessonsinDataModelingDATAVERSITYSeriesJanuary26,2017
GlobalDataStrategy,Ltd.2017
Donnaisarecognizedindustryexpertininformationmanagementwithover20yearsofexperienceindatastrategy,informationmanagement,datamodeling,metadatamanagement,andenterprisearchitecture.
SheiscurrentlytheManagingDirectoratGlobalDataStrategy,Ltd.,aninternationalinformationmanagementconsultingcompanythatspecialisesinthealignmentofbusinessdriverswithdata-centrictechnology.
Shehasservedinanumberofrolesrelatedtodatamodeling&enterprisearchitectureincluding• IMPracticeleadforEnterprise
ArchitectsconsultingcompanyinUS&Europe
• OMGcommitteememberoftheBusinessProcessModellingNotation(BPMN)
• DirectorofProductManagement,ER/Studio
• VPofProductMarketing,Erwin• Datamanagementimplementation&
consultinginUS,Europe,Asia&AfricaforPLATINUMTechnologies
Asanactivecontributortothedatamanagementcommunity,sheis alongtimeDAMAInternationalmemberandisthePastPresidentoftheDAMARockyMountainchapter.
ShehasworkedwithdozensofFortune500companiesworldwideintheAmericas,Europe,Asia,andAfricaandspeaksregularlyatindustryconferences. Shehasco-authoredtwobooks: DataModelingfortheBusiness and DataModelingMadeSimplewithERwinDataModeler andisaregularcontributortoindustrypublications.She [email protected] isbasedinBoulder,Colorado,USA.
DonnaBurbank
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FollowonTwitter@donnaburbankToday’shashtag:#LessonsDM
GlobalDataStrategy,Ltd.2017
LessonsinDataModelingSeries
• January26th HowDataModelingFitsIntoanOverallEnterpriseArchitecture
• February23rd DataModelingandBusinessIntelligence
• March ConceptualDataModeling– HowtoGettheAttentionofBusinessUsers
• April TheEvolvingRoleoftheDataArchitect– WhatdoesitmeanforyourCareer?
• May DataModeling&MetadataManagement
• June Self-ServiceDataAnalysis,DataWrangling,DataMunging,andDataModeling
• July DataModeling&MetadataforGraphDatabases
• August DataModeling&DataIntegration
• September DataModeling&MDM
• October Agile&DataModeling– HowCanTheyWorkTogether?
• December DataModeling,DataQuality&DataGovernance
3
ThisYear’sLineUp
GlobalDataStrategy,Ltd.2017
Agenda
• Datadrivingbusinesstransformation– theimportanceofarchitecture• Howdatamodelingfitswithinalargerenterprisearchitecture• Keyarchitecturaltools&components• Casestudies• Summary&questions
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Whatwe’llcovertoday
GlobalDataStrategy,Ltd.2017
DigitalTransformationisDrivenbyData
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Drivingnewbusinessmodels
Today’sDigitalTransformationislargelydrivenbytheavailability,volume,andinterconnectednessofdata.
Itistransformingtheverywayorganizationsdobusiness.
GlobalDataStrategy,Ltd.2017
HowcanweTransformourBusinessthroughData?BusinessOptimization
BecomingaData-DrivenCompany• MakingtheBusinessMoreEfficient
• BetterMarketingCampaigns• Higherqualitycustomerdata,360viewofcustomer,competitiveinfo,etc.
• BetterProducts• Data-Drivenproductdevelopment,Customerusagemonitoring,etc.
• BetterCustomerSupport• Linkingcustomerdatawithsupportlogs,networkoutages,etc.
• LowerCosts• Moreefficientsupplychain• Reducedredundancies&manualeffort
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BusinessTransformationBecomingaDataCompany
• ChangingtheBusinessModelviaData– databecomestheproduct• MonetizationofInformation:examplesacrossmultipleindustriesincluding:• Telecom:locationinformation,usage&searchdata,etc.
• Retail:Click-streamdata,purchasingpatterns
• SocialMedia:social&familyconnections,purchasingtrends&recommendations,etc.
• Energy:Sensordata,consumerusagepatterns,smartmetering,etc.
Howdowedowhatwedobetter?
Howdowedosomethingdifferent?
GlobalDataStrategy,Ltd.2017
TheRoleoftheDataProfessionalintheData-DrivenBusiness
• Inthecurrentenvironmentofdata-drivenbusiness,DataProfessionalshaveanopportunitytohavea“seatatthetable”• Findingnewopportunitiestoleveragedataforbusinessbenefit• Creatingefficiencies&businessprocessoptimization• Integratingdatafromdisparatesourcesfornewbusinessinsights• Supportingorganizationalchange
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GlobalDataStrategy,Ltd.2017
EnterpriseArchitecture- Definition
• Enterprisearchitecture(EA)isadisciplineforproactivelyandholisticallyleadingenterpriseresponsestodisruptiveforcesbyidentifyingandanalyzingtheexecutionofchange towarddesiredbusinessvisionandoutcomes.
• …bypresentingbusinessandITleaderswithsignature-readyrecommendationsforadjustingpoliciesandprojectstoachievetargetbusinessoutcomesthatcapitalizeonrelevantbusinessdisruptions.
• EAisusedtosteerdecisionmakingtowardtheevolutionofthefuturestatearchitecture.1
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SupportingBusinessInnovationwithaStrongArchitecturalFoundation
1 GartnerITGlossary2013
Innovation
Foundation
GlobalDataStrategy,Ltd.2017
EnterpriseArchitecture– DefinitionforDataArchitects
• Justasyouneedtomodelthedatainanorganization,youneedtomodeltheorganizationitself:• Motivations&Goals• BusinessCapabilities• BusinessProcesses
• Aswellastherelatedtechnologiesthatsupporttheorganization• Applications• Data• Networks• Etc.
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Modelingisimportantonmanylevels
GlobalDataStrategy,Ltd.2017
DataModelingforEnterpriseArchitecture• EnterpriseArchitectureprovidesahigh-levelviewofthepeople,processes,applications,anddataofanorganization
• Puttingdatainbusinesscontext• Howdoesdatalinktotherestofmyorganization?• IfIchangedata,whatbusinessprocessesareaffected?
GlobalDataStrategy,Ltd.2017
FrameworksforEnterpriseArchitecture
• TheZachman Frameworkorganizesdataintothesimplecategoriesof:• What• How• Where• Who• When• Why?
• Datafitsnicelywithinthe“What”column.
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Zachman Framework
https://www.zachman.com
GlobalDataStrategy,Ltd.2017
FrameworksforEnterpriseArchitecture
• TheTOGAFArchitectureDevelopmentMethod(ADM)developedbytheOpenGroup isastep-by-stepapproachtodevelopinganenterprisearchitecture.
• ItprovidesadetailedframeworkforbuildinganarchitecturearoundBusiness,Data,Application&Technology.
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TOGAFEAFramework
www.opengroup.org
GlobalDataStrategy,Ltd.2017
FindaBalanceinImplementingEnterpriseArchitecture
• FindtheRightBalance• EnterpriseArchitectureprojectscanhavethereputationforbeingoverly“academic”,long,expensive,etc.• Noarchitectureatallcancausechaos.• Whendonecorrectly,EnterpriseArchitecturehelpsimproveefficiencyandbetteralignwithbusinesspriorities
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FocusonBusinessValue
BusinessValue
TooAcademic,nothinggetsdone
Too“WildWest”,nothinggetsdone- chaos
GlobalDataStrategy,Ltd.2017
DataModels– FocusingontheBusiness
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Conceptual
Logical
Physical
Purpose
Communication&DefinitionofBusinessTerms&Rules
Clarification&DetailofBusinessRules&DataStructures
TechnicalImplementation onaPhysicalDatabase
Audience
BusinessStakeholders
DataArchitectureBusinessAnalysts
DBAsDevelopers
BusinessConcepts
DataEntities
PhysicalTables
• ThefocusofdatamodelingattheEAlevelisonthebusinessartifacts,rules,interrelationships&definitions.
GlobalDataStrategy,Ltd.2017
BuildingModelsTopDownvs.BottomUpvs.“MiddleOut”
• Modelscanbebuilt• Top-Down:Identifyingbusinessconcepts,definitions&relationships
• Bottom-Up:Creatinganinventoryofexistingdataassets.
• UsingaHybridApproach– MiddleOut
• AnIterative,HybridApproachisoftenthemostpractical.
Conceptual
Logical
Physical
Iterative
GlobalDataStrategy,Ltd.2017
ConceptualDataModel• Communication&definitionofcoredataconcepts&theirdefinitions
GlobalDataStrategy,Ltd.2017
LogicalDataModel• Business-focused,withmoredetailarounddataobjects&associatedbusinessrules
GlobalDataStrategy,Ltd.2017
TheValueofWhiteboardingIt’softenhelpfulto“whiteboard”datamodelswithstickynotes
Policy
Account
Employee
GlobalDataStrategy,Ltd.2017
TheMotivationModel
• Thereisbenefitinformallydocumentingthemotivationsfortheproject.• Commonly-agreeduponguidelinesforprojecttasks&deliverables• Reminderof“whywe’redoingthis”- Neutralarbitratorfordisagreements
• ComponentsoftheMotivationModelinclude:• CorporateMission:describestheaims,valuesandoverallplanofanorganization.
• e.g.Tobeprovidethemostcomprehensive,customer-drivenonlineshoppingexperienceinthemarket• CorporateVision:describesthedesiredfuturestate
• e.g.Totransformthewayconsumerspurchasegoodsthroughsocial-media-drivenconnections.• ExternalDrivers:Whatmarketforcesaredrivingthisinitiative?
• e.g.Culturalshifttoonlineretail• InternalDrivers:Whatinternalpressuresorinitiativesarekeyforthisproject?
• e.g.Disparatesystemsrequireneedforanintegratedviewofcustomer• ProjectGoals:highlevelstatementofwhatthe planwillachieve.
• e.g.Toimprovecustomersatisfactionwithover90%satisfactionratingin2years.• ProjectObjectives:outcomeofprojectsimprovingcapabilities,process,assets,etc.
• e.g.Tolinkconsumerpurchasehistorywithsocialmediaactivity.
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CommonSetofGoals&Guidelines
GlobalDataStrategy,Ltd.2017
SampleBusinessMotivationModel
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Corporate Mission Corporate Vision
Goals & Objectives
Toprovideafullserviceonlineretailexperienceforartsuppliesandcraftproducts.
Tobetherespectedsourceofartproductsworldwide,creatinganonlinecommunityofartenthusiasts.
Artful Art Supplies ArtfulArt
C
External Drivers
DigitalSelf-Service IncreasingRegulationPressures
OnlineCommunity&SocialMedia
CustomerDemandforInstantProvision
Internal Drivers
CostReduction
TargetedMarketing 360ViewofCustomer
BrandReputation CommunityBuilding
RevenueGrowth
C
Accountability• CreateaDataGovernance
Framework• Defineclearroles&
responsibilitiesforbothbusiness&ITstaff
• Publishacorporateinformationpolicy
• Documentdatastandards• Trainallstaffindata
accountability
C
Quality• Definemeasures&KPIsfor
keydataitems• Report&monitorondata
qualityimprovements• Developrepeatable
processesfordataqualityimprovement
• ImplementdataqualitychecksasBAUbusinessactivities
C
Culture• Ensurethatallroles
understandtheircontributiontodataquality
• Promotebusinessbenefitsofbetterdataquality
• Engageininnovativewaystoleveragedataforstrategicadvantage
• Createdata-centriccommunitiesofinterest
• Corporate-levelMission&Vision• Mayalreadybecreatedormay
needtocreateaspartofproject.
• Project-level,Data-CentricDrivers• ExternalDriversarewhatyou’re
facingintheindustry• InternalDriversreflectinternal
corporateinitiatives.
• Project-level,Data-CentricGoals&Objectives
• Cleardirectionfortheproject• Usemarketing-styleheadings
wherepossible
GlobalDataStrategy,Ltd.2017
LookforBusinessValue“Levers”
• Identifyareasthatwillderivethehighestbusinessvaluebyaddressing.• Isthissupportingthenewmarketingcampaignforahighvisibility
productlaunch?
• Orareyou“re-arrangingthedeckchairsontheTitanic”– i.e.focusingvaluabletimeandeffortnolow-valueactivities
• Aswithanyareasofthebusinessthathavevalue,itishelpfultobuildamodelorarchitecturaldesignaroundthekeyareasofbusinessvalue.
Identify“QuickWins”LoadEffort
Fulcrum
Identifyareaswheredatacanbethefulcrum.
GlobalDataStrategy,Ltd.2017
IdentifyHigh-PriorityDataElements
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AlignwithBusinessDrivers
LaunchofNewProduct –MarketingCampaignrequiresbettercustomerinformation
Customer
Product
Region Vendor
Partner
IdentifyKeyBusinessDrivers
FilterDataElementsAlignedwithBusiness
Drivers
FocusEffortsonKeyData
TargetedProjectstoShowShort-Term
Results
GlobalDataStrategy,Ltd.2017
BusinessCapabilityModels• Abusinesscapabilitymodeloutlinesthecorefunctionalareasoftheorganization.
• Note:thisisnotthesameasanorganizationalchart• Capabilitiescanbeoverlayed withkeydatadomainstocreatea“heatmap”ofcross-functionaldatausage.
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CoreBusiness
SharedServices
ArtfulArt’sBusinessCapabilities
Etc.– samplesubsetonly
ProductDevelopment
R&D
ProductManagement
ProductManufacturing
Packaging
MarketingProduct
Messaging
Branding
ProductLaunch
CampaignDevelopment
LeadGeneration
Pricing
Sales
PipelineManagement
CustomerRelationship
Quotes&Tenders
Research&Development Branding&Go-to-Market
PartnerManagement
Sales&Distribution
HumanResources
Recruitment EmployeeTraining
PerformanceManagement
Legal
ComplianceContract
Management
DataDomains
Customer
Product
Account
Etc.
GlobalDataStrategy,Ltd.2017
ProcessModels
• Processmodelsareahelpfultoolfordescribingcorebusinessprocesses.• “Swimlanes”outlineorganizationalconsiderations• Datacanbemappedtokeybusinessprocessestounderstandcreation&usageofinformation.
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Identifyingkeydatadependenciesincorebusinessprocesses
GlobalDataStrategy,Ltd.2017
CRUDMatrix
ProductDevelopment
SupplyChainAccounting
Marketing Finance
ProductAssembly Instructions C R
ProductComponents C R
ProductPrice C U R
ProductName C U,D
Etc.
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Create,Read,Update,Delete
• CRUDMatricesshowswheredataisCreated,Read,UpdatedorDeletedacrossthevariousareasoftheorganization
• Thiscanbeahelpfultoolindatagovernance&dataquality.
GlobalDataStrategy,Ltd.2017
EAProvidesaHolisticViewtoSupportBusinessTransformation
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BusinessInnovation&Growth
People
Process
Capability Data
Application
Motivation
Etc.Etc.
GlobalDataStrategy,Ltd.2017
LinkingDatawithProcessforMasterDataManagement(MDM)
• Aninternationalrestaurantchainrealizedthroughitsdigitalstrategythat:• Whilemenusarethecoreproductthatdrivestheirbusiness…• Theyhadlittlecontrolorvisibilityovertheirmenudata• Menudatawasscatteredacrossmultiplesystemsintheorganizationfromsupplychaintokitchenpreptomarketing,
restaurantoperations,etc.• Menudatawasconsolidated&managedinacentralhub:
• MasterDataManagementcreateda“singleviewofmenu”forbusinessefficiency&qualitycontrol• DataGovernancecreatedtheworkflow&policiesaroundmanagingmenudata
• ProcessModels&DataMappingswerecritical• BPMNdiagramstoidentifytheflowofinformation• CRUDMatrixestounderstandusage,stewardship&ownership
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ManagingtheDatathatRunstheBusiness
ProductCreation&Testing
MenuDisplay&Marketing
SupplyChain PointofSale&RestaurantOperations
GlobalDataStrategy,Ltd.2017
Data-DrivenMergerforFinancialServicesThecombinedinformationassetsofbothcompaniesisoneofourbiggeststrategicadvantages.- CEO
• Akeydriverforarecentmergeroftwolargefinancialinstitutionswastheintegrationofdataassets• Streamliningthemergerofthetwoorganizationsbyintegratingthedataassets• Identifywaysinwhichdatacanbeusedtostrategicadvantage
• OrganizationalStructure&BusinessCapabilityAlignmentwerecritical• Understandinghowdatawasusedacrosstheorganization• Identifyingefficiencies&opportunitiesforcollaboration BusinessCapabilities
CompanyABusinessCapabilities
CompanyB
CommonDataFoundation
GlobalDataStrategy,Ltd.2017
InternationalPharmaceuticalCompany
• AninternationalPharmaceuticalcompanywaslookingtomakebetteruseofitsdatatostreamlineitsClinicalDevelopment,CommercialProcesses,andR&D.
• Businessalignmentwasakeyfirststep• Created“blueprints”ofhowthebusinessruns—thenhowdatamapstothat• Datamodels,processmodels,&mappings
• Data-drivenEfficienciesandProcessImprovementwerediscoveredintheR&Dprocess.• Businessstakeholderswereconvincedofthevalueofdatamanagement&governance• Greaterunderstandinghowdatawasusedbyandcriticaltokeybusinessactivities
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BusinessAlignmentthroughProcess&Data
GlobalDataStrategy,Ltd.2017
Summary• Today’sDigitalTransformationislargelydrivenbydata.• EnterpriseArchitecturehelpsputdatainthecontextofthelargerorganization
• People• Process• Capability• Etc.
• Thereareanumberoftoolsandartifactstosupportenterprisearchitecture• Justasyoumodeldata,youneedtomodeltheorganizationitself• Focusingontheareaswiththehighestbusinessvaluehelpgenerate“quickwins”
GlobalDataStrategy,Ltd.2017
AboutGlobalDataStrategy,Ltd
• GlobalDataStrategyisaninternationalinformationmanagementconsultingcompanythatspecializesinthealignmentofbusinessdriverswithdata-centrictechnology.
• Ourpassionisdata,andhelpingorganizationsenrichtheirbusinessopportunitiesthroughdataandinformation.
• Ourcorevaluescenteraroundprovidingsolutionsthatare:• Business-Driven:Weputtheneedsofyourbusinessfirst,beforewelookatanytechnologysolution.• Clear&Relevant:Weprovideclearexplanationsusingreal-worldexamples.• Customized&Right-Sized:Ourimplementationsarebasedontheuniqueneedsofyourorganization’ssize,corporateculture,andgeography.
• HighQuality&TechnicallyPrecise:Weprideourselvesinexcellenceofexecution,withyearsoftechnicalexpertiseintheindustry.
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Data-DrivenBusinessTransformation
BusinessStrategyAlignedWith
DataStrategy
Visitwww.globaldatastrategy.com formoreinformation
GlobalDataStrategy,Ltd.2017
ContactInfo
• Email: [email protected]• Twitter: @donnaburbank
@GlobalDataStrat• Website: www.globaldatastrategy.com• CompanyLinkedin: https://www.linkedin.com/company/global-data-strategy-ltd• PersonalLinkedin: https://www.linkedin.com/in/donnaburbank
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GlobalDataStrategy,Ltd.2017
LessonsinDataModelingSeries
• January26th HowDataModelingFitsIntoanOverallEnterpriseArchitecture
• February23rd DataModelingandBusinessIntelligence
• March ConceptualDataModeling– HowtoGettheAttentionofBusinessUsers
• April TheEvolvingRoleoftheDataArchitect– WhatdoesitmeanforyourCareer?
• May DataModeling&MetadataManagement
• June Self-ServiceDataAnalysis,DataWrangling,DataMunging,andDataModeling
• July DataModeling&MetadataforGraphDatabases
• August DataModeling&DataIntegration
• September DataModeling&MDM
• October Agile&DataModeling– HowCanTheyWorkTogether?
• December DataModeling,DataQuality&DataGovernance
37
ThisYear’sLineUp