Customer Data Hub methodology · Customer Data Hub methodology ... Workflow WS EAI ETL/EII ......
Transcript of Customer Data Hub methodology · Customer Data Hub methodology ... Workflow WS EAI ETL/EII ......
1 © 2006 Autodesk
Customer Data Hub methodology
August 2009 – Paul BertucciMDM Summit San Francisco, CA
2 © 2006 Autodesk
Mastering Customer Data
1. Customer Data Hub (CDH) architectural overview2. 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 way5. Customer Data Hybrid data model6. Autodesk example
3 © 2006 Autodesk
Business Processes & Systems
Call Center
eStoreOrders
Credit Card Processing
Mktg AppsCustomerSegmentation
& List Generation
Marketing Campaigns
Marketing Performance
Cleansing/De-duping
Lead Routing
Predictive Modeling
Forecasting
WhitespaceCampaign Planning
Customer Profiling
CRM/PRMOpportunity/Lead Mgmt
Direct Sales
Channel Sales
- Partner Center
- Deal Reg Mgmt
Master Data Account/Contacts/Parnter and then Product/Pricing, Workforce, others)
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
Sub CenterSub Customers
Service Requests
Agreements, Contracts
Electronic Fulfillment, Activation/Registration
Ster
ling
EDI
(Identity Management
ERP Assets Mgmt, Entitlements, Procurement
Incentive Programs
Data Delivery Platform (Real-time ODS , Aggregation Layer, Analytics, Predictive Modleling)Business Services/Web Services – SOA
AOESingle OE
Partner Center (service)
Service/Contracts
Renewal Opty
(int/channel)
Marketing Sales Service SalesFulfillment
MarketContacts / Responses
Leads
Opportunities /Deals
Quotes
Orders
Fulfillment
Registration / Activation
Service / Support
Renewals
4 © 2006 Autodesk
Business Processes & Systems (DATA)
CONTACT OPPORTUNITY
PROSPECT
CUSTOMERLEADCUSTOMER
PARTNER
PRODUCT & PRICING
ORDERS
CUSTOMER PROFILE/SEGMENTATION
OPPORTUNITY
ASSETS/ENTITLEMENTS
CONTRACTS / AGREEMENTS
SUBSCRIPTIONS
QUOTES
COMP PLANS/QUOTASCOMMISSIONS
SALES TERRITORY/GEO
DEALS
REGISTRATIONS/ACTIVATIONS
Parent (Company)
Account
Campaign/Event
Marketing Sales Service SalesFulfillment
MarketContacts / Responses
Leads
Opportunities /Deals
Quotes
Orders
Fulfillment
Registration / Activation
Service / Support
Renewals
5 © 2006 Autodesk
MDM Customer
DataAuditing
CustomerData Model
HierarchyMgmt
Data Standardization
DataCleansing
DataPurge/Arch
Data Recognition
Data Enrichment
BusinessRules
. . . .
ERP
SFDC
D&B(IM)
M&A
Siebel
Partner
• Governed/Ownedby the Business
(steward)
• Technically enabled by IT (custodian)
Must have a CustomerIdentity Strategy!
6 © 2006 Autodesk
AnalyticsViews
Customer Data Hub’s by Segment360 °
CustomerTransactionViews
HistoricalAnalytics
Real TimeAnalytics
CustomerService
CustomerID Mgmt
CustomerLoyalty
Etc.
Consumer
Enterprise
Partner/Channel
“Other”
Sales Entity
7 © 2006 Autodesk
WorkflowWS EAI ETL/EII
AnalyticsViews
Integration services
ODS
360 °CustomerTransactionViews
HistoricalAnalytics
Real TimeAnalytics
CustomerService
CustomerID Mgmt
CustomerLoyalty
Etc.
DW
DM
. . . .
ERP
D&B(IM)
M&A
Registry Technique
Party ID
Local ID1
Local ID2
Party ID local ID1 local ID2 10000 34598 98743
34598
98743
10000
•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)
Global ID = 28110
8 © 2006 Autodesk
WorkflowWS EAI ETL/EII
AnalyticsViews
Integration services
ODS
360 °CustomerTransactionViews
HistoricalAnalytics
Real TimeAnalytics
CustomerService
CustomerID Mgmt
CustomerLoyalty
Etc.
DW
DM
. . . .
ERP
D&B(IM)
M&A
Co-Existence Technique
Party ID
Local ID1
Local ID2
Party ID Party Name Party Addr local ID local ID2 DUNS#
10000 ABC Ltd 390 Baker Rd 34598 98743 6541210000
• 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
34577 IBM Inc 983 NY Ave 56789 54321 78902
98743 ABC Ltd 390 Baker Rd
10000 ABC Co 390 Baker Rd
34598 ABC Ltd 390 Baker St
Global ID = 28110
9 © 2006 Autodesk
WorkflowWS EAI ETL/EII
AnalyticsViews
Integration services
ODS
360 °CustomerTransactionViews
HistoricalAnalytics
Real TimeAnalytics
CustomerService
CustomerID Mgmt
CustomerLoyalty
Etc.
DW
DM
. . . .
ERP
D&B M&A
Transactional Technique
Party ID
Local ID1
Local ID2
Party ID Party Name Party Addr local ID local ID2 DUNS#
10000 ABC Ltd 390 Baker Rd 34598 98743 6541210000
• 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
34577 IBM Inc 983 NY Ave 56789 54321 78902
98743 ABC Ltd 390 Baker Rd
10000 ABC Ltd 390 Baker Rd
34598 ABC Ltd 390 Baker Rd
Global ID = 28110
10 © 2006 Autodesk
CDH Build Methodology
23
4
5
6
1
1
1
1 1
1
1 Data Analysis/Data Assessment (spokes)
2 Data Analysis/Master Data Model (hub)
3
Identify/Defineparticipation model4
Overall/Broader architecture participation
5
Define Governance, Stewardship, business org
Define Businesslogic/workflow
6
7 Build/Deploy
Hub
Spoke
Integration
Broader Architecture
Inbounds
Outbounds
7
3rd party service
11 © 2006 Autodesk
CDH Build Methodology Data Analysis/Data Assessment ** SPOKES **
1
1
1
1 1
1
Hub
Spoke
Integration
Broader Architecture
Inbounds
Outbounds
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
1
3rd party service
12 © 2006 Autodesk
CDH Build MethodologyData Analysis/Master Data Model ** HUB **
2
Hub
Spoke
Integration
Broader Architecture
Inbounds
Outbounds
Data Analysis/Master Data Model - Def’s, Models - Identify Core Attributes andRelationships (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 needapplied
- Start identifying the logic that we need applied
2
3rd party service
13 © 2006 Autodesk
CDH Build MethodologyDefine Business Logic/Workflow ** HUB **
3
Hub
Spoke
Integration
Broader Architecture
Inbounds
Outbounds
Define Business Logic/Workflows - Identify and map out the hub based business logicneeded
- Validate that all Use casesand Data accesses are addressed
- Factor in Volatility, Frequency, Velocity
- Clearly identify all majorWorkflows (automated orone’s with human interface)
- Dependencies identified- Identify rules logic to be applied at the hub (cleansingrules, so on)
- Identify standards to beapplied at the hub
3
** This may include calls to third party services (matching, cleansing, validation, so on)
3rd party service
14 © 2006 Autodesk
CDH Build MethodologyDefine Participation Model ** HUB/SPOKE **
4
Hub
Spoke
Integration
Broader Architecture
Inbounds
Outbounds
Define Hub/Spoke Participation Model- Identify and define how eachspoke interacts with the hubAND with each other(termed participation model)
- Cleary identify and defineeach inbound and outboundbehavior in terms of publish,subscribe(provider/consumer)
- Remember, we are defininga microcosm of organismsthat must now live together(not a silo)
4
3rd party service
15 © 2006 Autodesk
CDH Build MethodologyOverall/Broader Architecture Participation
5
Hub
Spoke
Integration
Broader Architecture
Inbounds
Outbounds
Define overall/broader architecture participation- Clearly identify how the MDM customer data is to be utilized in the broader company architecture
- Examples are with ODS,Sales, Marketing, Finance,EDW, WS’s, SOA, so on.
- This new microcosm mustnow fit into the broaderuniverse of your other systems
5
3rd party service
OtherPlatformsand Systems
16 © 2006 Autodesk
CDH Build MethodologyDefine Governance, Stewardship, Business Org.
6
Hub
Spoke
Integration
Broader Architecture
Inbounds
Outbounds
Define Governance, Stewardship, and Business Organization
- Clearly identify how the MDM of Customer data is
managed from the businessside (process, workflow, ownership, coordination, andwith a liaison into IT – the custodians)
- Create a stewardship modeland organization. This mayinclude a steering committee that acts as a policy maker and compliancearm of this key data category
6
3rd party service
OtherPlatformsand Systems
17 © 2006 Autodesk
CDH Build Methodology*** Deliverables and Artifacts ***
Metadata/Model
Hub
Spoke
Integration
Broader Architecture
Inbounds
Outbounds
3rd party service
OtherPlatformsand Systems
Business Logic
Participation Model Broader Architecture
- 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)
- Workflow- Merge, match, Dedupe logic- standardization, cleansing- Data sync needs - Mappings/context - Transformations needed - Logical/physical merge approach - Frequency/Velocity requirements
- Inbound/Outbound definitions- Contributing Attributes from each spoke to the hub- overall publishing/subscribing needs (frequency/volatility)
- Other system interfaces (Upstream/downstream)
- General exposure methods (WS,API, Services)
18 © 2006 Autodesk
CDH Build MethodologyAutodesk Phase I
Hub
Integration
Broader Architecture
Trillium(Cleansing
& Match)
Aprimo
ADSK.com
Siebel/CRM
Accounts
AccountsContacts
AccountsContacts
Next Spoke
MatchPublishSubscribeEnrich DNB
(enrichment)
19 © 2006 Autodesk
CONTACT (Person) ACCOUNT (Organization)
CustomerAccount
CustomerAccountSite
Parties
R17
Autodesk Customer (Hybrid-Party Model)
ContactProfile
AccountProfile
GROUP
AgreementsAgreementContacts
AgreementRole
AgreementRoleTypes
GEO Unit
GEO UnitRelationship
GeoStructure
GeoLevel
AccountRoleTypes
AccountContact
ContactRoles
ContactRoleTypes
Relationships
Hierarchies
Agents/Partners
Relationship Types
ExternalEnrichments(D&B, etc)
HierarchyLevel
HierarchyTypes
ProductAuthorization
ProductAuthorizationTypes
ProductAuthorizationGroups
ContactPreferences
AccountTypes
AccountTypeTypes
R18 UNFUNDED
Location
AccountRoles
- R17
20 © 2006 Autodesk
Enterprise Customer example
“ERP Customer # (Bill to)”
“342990667”
“100022”
“29903689”
“DUNS#”
“SFDC Reference”
“Jane Doe”
“Parent to Subsidiary”
“45669994”
“General Electric – Satellite Div”
“General Electric – Corporate”
“64909977”
“DUNS#”
“Partner/Channel (sell thru)”
“IM2990699”
Org (Party)
Party
Hierarchy
ExtendedAttributes
“Contact”
“3689”
“General Electric”“102099994”
Org (Party)Highest level Sales Entity
“Parent to Subsidiary”
Person (Party)
Org (Party)
Org (Party)