Salesforce Data Governance and Stewardship Roundtable Workshop

Tarek Senior Manager, Product Marketing mjeffries@salesforce.com

Collaborating towards data governance

Eric Kasserman Senior Manager, Data.com SI Partner Program ekasserman@salesforce.com

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Format – What we are going to be doing A forum of discussion topics with experts and best practices

Introduction and Overview of Data Governance & Stewardship 10 minutes

How to get started with a data stewardship program

15 minutes (Group Discussion) How to navigate the challenges of a program mid journey

Showing ROI at the end of initiative and identifying future needs

Q&A and Wrap-up 5 minutes

More data is being created than ever before The Market and your Customers are Moving Faster

By 2020, 70 percent of F500 companies will make decisions from a mash-up of

more than 5 third party data sources.

*Source: IDC ICT Market Outlook & 3rd Platform Update. Oct 2013.

Endemic data challenges What we Have Seen Customers Struggle With

Name Phone Bob Johnson 415-536-6000

Bob Johnson 650-205-1899

Rob Johnson 415-536-6100

Bob C. Johnson 408-209-7070

Bob Johnson 415-536-6000

Rob Johnson 650-205-5555

Bob T. Johnson 650-780-9090

Robert Johnson (415) 536-2283

✓

90% Incomplete

74% Need Updates

21% Dead

15%+ Duplicate

20% Useless

What part of the organization are you from?

Harness your data

Unleash your organization

Know your customer

C LEVEL •CEO-Executive •COO-Operations •CMO-Marketing

•CTO-Technology •CIO-Information

•CXO-Other

MARKETING •Product

•Engineering •Lead Generation

•Brand Management

SALES •Customers •Competitors

•Offerings •Forecasting

SUPPORT •Customers/SLAs

•Satisfaction •Research & Design

•Third Party Affiliates

FINANCE •Billing/Revenue

•Accounting •Forecasting •Reporting

HUMAN CAPITAL •HR/Administration •Talent Acquisition •Staffing & Comp •Payroll/Benefits

•Training & Career Mgmt

OPERATIONS •Engineering

•Suppliers/Vendors •Delivery/Logistics

IT •ERP/Accounting

•CRM/SFA •Content/Storage

•Asset Management •Security

LEGAL •Regulatory •Compliance •Contracts

•Risk Management

Every Team Cares About Customer Data Quality

Data Governance Framework Think about your organization as you discuss:

• General management statements Policy

• Specific mandatory controls Standards

• Recommendations/best practices Guidelines

• Step by step instructions Procedures

1. Getting started with a data stewardship program

2. Getting tactical in the middle of a initiative

3. Measuring success and the path forward post project

Key Topics for Today

Getting Started with Data Stewardship

Data Governance and Stewardship How to get started

Governance Stewardship Setting

the rules Monitoring day to day activities

Getting started on Governance: Get a team empowered to make key decisions (eg: what is an account)

Getting started on Stewardship: Full time, part time, what tools?

Getting Started Data Governance

Understand your legal and regulatory environment:

• Encryption, Data Retention, Auditing, and Data Residency (HIPAA, SOX, DoE, EU,

etc)

• Required or forbidden information (DoL, PIIA, KYC, etc)

Understand your requirements for accuracy, precision, grain, timeliness, quality, consistency, comprehensiveness, relevance, accessibility, etc

Define and classify your data

Understand the flow of data, where it is gathered, and how it is used to further your organizational strategy

Getting Started Data Stewardship

Follow your legal and regulatory requirements:

• These are typically defined by policies, which you may help to create

• Requirements often have well-established pathways to work within or around them

• You may have to work with Security, Disaster Recover, and Backup teams

Understand your requirements for accuracy, precision, currency, etc.

• Remember that you can never recover a loss in any of these dimensions

• But you do not have to retain the highest levels at all times, in all systems

Enforce proper terminology and data classification

Define the flow of data, where it is gathered, and how it is used to further your organizational strategy

Table Discussion Questions Getting started with a data stewardship program

• What people/roles should be included in Data Governance?

What people/roles should be included in Data Stewardship?

• What issues are you facing because of Data challenges?

• As you define Governance policies…

• What are the field’s (or set of fields) requirements for currency, timeliness, precision, grain, etc.

• Who provides the data? Can they meet the requirements?

• Who can create, see, edit, or delete the data? Does it need encryption, tracking, or other security

restrictions?

Getting Tactial with Data

BE PROACTIVE - Data Hygiene Keeping it clean with de-duplication and standardization

Proactively setting up Salesforce to

prevent duplicates and enforce

standardization is essential.

You can do this by: • Duplicate Management (new in Spring ‘15)

• Validation Rules

• State and Country picklists

• Use Correct Field Types

• Streamlined record entry through referential databases (Data.com)

WHEN YOU HAVE TO REACT - Data Cleansing Tools for improving the database health

Reactive cleansing will always been a part of the ongoing data management strategy.

Automated Manual

Excel Tools

Custom Exception Reports

Data.com Duplicate Reports

Data.com Clean Jobs

Master Data Management

Systems

Database health is more than scrubbing existing data.

Is missing data hurting your organization 100% Clean and Not Done

Marketing Goals

Sales Goals Customer Service and Retention

Database Health

Table Discussion Questions De-duplication, data standardization and using referential data sources

• What other data sources do you use to populate your organization’s databases and what

challenges do they present?

• What tools do you use to help you proactively control data coming in?

• What tools do you use to help you react to poor data and improve hygiene?

• Does lack of data hurt your business as much as unclean data?

Table Discussion Questions Measuring and Reporting

Define

• Share insights on how you have been able to define the data governance problem in your company

Analyze

• Once the problem is defined, success criteria identified and cause analyzed; How do you turn

analysis into buy in?

Measure & Communicate

• Once you project was completed, what did success look like?

• How did you communicate Data governance policies, stewardship program and results of efforts?

Is this ongoing communication?

Thank you