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Teradata Communications LDM

Overview

45647 FieldGuide Version 1.0

All brand and product names appearing in this document are registered trademarks or trademarks of their respective holders.

Copyright © 2006–2010 by Teradata Corporation

All Rights Reserved

Confidential, Unpublished Property of Teradata Corporation

Introduction Intro – 1

Introduction

About this Course The primary goal of this training is to familiarize you with the content and value of the Teradata Communications Logical Data Model (CLDM). You will learn about the industry segments and business activities supported by the model. The course describes the major constructs that constitute the model.

You will also learn how to engage your customers regarding the value and uses of the Communications LDM.

Course Objectives As a result of this training, you will increase your ability to:

● Identify the components of the Communications LDM.

● List the deliverables associated with the Communications LDM.

● Identify the industry segments and business areas supported by the Communications LDM.

● Compare standard business terminology for the industry with the terminology used in the Communications LDM.

● List Teradata solutions and/or applications that are supported by the Communications LDM.

● Access the repository containing the Release Definition and information about the latest release.

● Articulate the impact of using LDM content in the Unified Model Framework format for customers who have an LDM based on the prior structure.

● Articulate the business value of the Communications LDM, including a customer story.

● Identify the BIOs supported by the Communications LDM.

● Describe whom to talk to and what questions to ask to generate interest in the Communications LDM.

Introduction Intro – 2

About this FieldGuide This FieldGuide is one component of the Communications LDM Overview distance learning. The other components are available on the website.

● Module 1 describes the sub-industries and business processes supported by the Communications LDM, the content and structure of the CLDM including the Conceptual Data Model, and major subject areas.

● In Module 2, you will learn about the value of the Communications LDM, how to engage customers using the CLDM. You will also learn how to order a Reference Guide if you need one.

This course is based on Release 12.0, the first version of the CLDM to comply with the Unified LDM Framework. However, it is intended to provide you with a foundation for understanding the CLDM in general. You will learn how to access information about CLDM updates and new releases.

About the Course Website This FieldGuide is not your only source of content. The course website has information and activities that will help you gain additional knowledge, check your understanding, and share insights with your peers.

When you enroll in the course, you gain access to the website. You must complete all required activities and pass the final exam to get credit for the course.

Be sure to check the Resources tab on the website for more information. It contains customer stories and information that can help you gain a better understanding of the industry.

CLDM: The Big Picture 1 – 1

Module 1

Communications LDM: The Big Picture

Contents

Introduction .................................................................................... 3

How the CLDM and Data Support the Business............................ 3 Industry segments supported by the CLDM.............................. 4 Business functions supported by the CLDM ............................. 5

Elements of the Model ................................................................... 7 Ways of viewing the model ....................................................... 8 CLDM Major Subject Area descriptions .................................. 11 Semantic models..................................................................... 12

Comparing Business Terminology to Names in the CLDM ......... 13 Another perspective ................................................................ 14

Communications LDM Deliverables............................................. 16

The Unified LDM Framework and the CLDM............................... 18 Integrating new content into an existing CLDM....................... 18

Teradata Solutions Supported by the CLDM ............................... 19 Solutions supported ................................................................ 19 Teradata Metadata Services ................................................... 20

Web Activity ................................................................................. 22


Notes


Introduction The Communications Logical Data Model (CLDM) is a pre-built logical data model for communications service providers (CSPs) that is industry-specific and enterprise-wide. The CLDM is a comprehensive and flexible model that ties all of the enterprise information together — customer events, status, accounts, product and service offers, sales channels, revenue, usage, costs, network, and campaign events — to create an ideal framework for an array of knowledge applications. The Communications LDM serves as a blueprint to build and fully leverage a data warehouse investment throughout the enterprise.

The Teradata CLDM is a mature product. It has been built based on years of experience in the industry and has been used at more than 75 CSPs (Communication Service Providers) since 1993. In fact, the Teradata CLDM is used on the world’s largest data warehouse.

This module describes the content of the CLDM in the context of communications industry segments and business areas.

How the CLDM and Data Support the Business A CSP is usually not interested in a logical data model for its own sake, but as a means to an end. The business users want to be able to perform analyses and get answers to their critical business questions. The business may have lots of data, and they may have a data warehouse platform. These two elements are not enough to achieve dynamic, strategic, or transformational business results. The logical data model is a crucial element for building a data warehouse that is designed to help the business achieve its objectives.

The Teradata CLDM enables effective data integration that permits the kind of analysis that supports real results. The CLDM is the intersection between the business and the data infrastructure. It takes their data and a platform and enables creation of a “business analysis machine.” The account team can effectively use the CLDM as a tool to help customers see how they can get results.

The CLDM is the means for extracting full value from data to achieve business results.


In the illustration below, it is easy to see that redundancy is eliminated, and the number of business questions that can be addressed increases from 58 to 143, more than doubling, just by integration.

Industry segments supported by the CLDM Before delving into the components of the CLDM itself, it is useful to know what industry segments it supports. This is important not only so you can determine whether a customer in a given segment might benefit, but also so that you can see that a CSP in one segment can use the same CLDM if they want to expand into activities in a new segment.

The CLDM supports various segments of the communications industry, including:

● Cellular

● Land Line

● Cable Telecommunications and Content Services

● Voice Over Internet Protocol (VOIP)

The CLDM supports expansion into new industry segments.

Land LineLand Line

CellularVOIP

Cable Telecommunications and Content Services

ProductOffers

32

Marketing

26

Duplicated Data

BusinessQuestions

ProductOffers

32

Marketing

26

Duplicated DataDuplicated Data

BusinessQuestions

MarketingProductOffers

3226

87

Shared Data

MarketingProductOffers

3226

87

Shared DataShared Data


The CLDM supports the CSP’s lines of business, including wireline, wireless, internet, cable, satellite. Its modular structure enables a CSP to grow its data model as they grow their business or usage of the data warehouse, reducing the need to re-architect the database.

The CLDM supports retail and wholesale communications products and services such as voice, video, conferencing, data, content, location services, messaging, VPN, wholesale bandwidth, and virtual operator.

Modularity supports both focus and growth

A business is likely to have a set of issues that is most pressing for them. These issues may represent emerging trends, or they may be long-time business processes that do not work well and are impeding the business. The modular structure of the Communications LDM allows a CSP to focus on just the elements they need most at a given time, while retaining the capability to add elements as the business changes or grows. Consider an example: A company that started out specializing in VOIP initially wants to focus on immediate pain points in their primary business; therefore, in their first project they implement only the portions of the CLDM that apply to that situation.

As they succeed and grow, if that CSP with the VOIP focus now wants to grow into new areas such as specialty cellular services targeted at VOIP users, the CLDM readily supports their growth through the ability to add Subject Areas to accommodate the planned growth strategy. Specifically, a “call quality metrics” project can collect detailed call and customer device event data that can be used by Marketing to understand customer usage and by Network Management to plan infrastructure growth.

The ability to support additional industry segments can be a powerful benefit to growing or changing businesses.

Business functions supported by the CLDM Not only does the Communications LDM support a wide variety of retail industry segments, it also supports numerous business functions or processes. For example, most CSPs, regardless of industry segment, must determine an assortment of service and product offerings, determine the right price for the offerings, promote the offerings, track costs, deal with partners, and so on.

The following is a brief listing of the business areas CSPs in many segments are likely to be concerned with.

The CLDM covers the following business areas in the enterprise:

● Network Service Billing

● Network Operations


● Network Access and Provisioning

● Third Party Settlements

● Customer Behavior and Relationships

● Promotions

● POS Sales Transactions

● Call Center Operations

● E-Commerce Interaction

● Point-of-Sale Transaction Detail

● Procurement

● Vendor Management

● Inventory Management

● Human Capital Management (Human Resources)

● Privacy

● Quality Contact and Feedback

● Forecast and Scoring

● Financial Management

Example: Modular approach to business functions

If a cellular CSP is experiencing external pressures requiring that they change their offer mix to include plans with higher data allotments and less voice time, they might start with Customer Behavior and Network Service Billing, but the new initiative might also affect their Forecast and Scoring, and even Promotions.

Customer-centric model

The CLDM is customer-centric because it is built to reflect the way CSPs do (or will do) business, based on general business rules and industry concepts. The CLDM:

● Establishes a customer-centric data warehouse model to support customer data, information, knowledge, and a single view of the customer.

● Augments the customer-centric principle by applying the enterprise-wide scope of a single view of business concepts from throughout the enterprise, that is, a single view of products, single view of the network, single view of finance.

● Provides the infrastructure to facilitate the collection, storage, analysis, and distribution of customer-centric information for the effectiveness of decision support and the efficiencies of a shared data resource.


Elements of the Model When someone discusses the components of an LDM, fundamental elements such as “entities,” “attributes,” “relationships,” and “Subject Areas” are certain to come to mind.

Now let’s go up a level to larger constructs. Anything that organizes entities into logical groupings is considered a view. In ERwin, a Subject Area is a way to organize entities, attributes, and relationships into different logical groupings (views).

The CLDM further organizes Subject Areas into Major Subject Areas such as PARTY, EVENT, and PROMOTION; these represent logical groupings of data concepts that, from a business perspective, go together.

The Major Subject Areas are grouped into a Conceptual Data Model that provides a high-level diagram of the CLDM.

Each individual Subject Area is represented by a diagram. The diagrams can be seen in the model itself, or in the Communications Logical Data Model Reference Guide.

Quick Review from Selling and Positioning LDMs (33315)

The LDM is a graphical representation of the data requirements and data organization of the business. It identifies those things about which it is important to track information (entities), facts about those things (attributes), and the relationship between those things (relationships).

Thus, entities, attributes, and relationships are the major constructs of the logical data model.

Entities (represented as boxes) are something about which the business has the means and the will to collect and store data. An entity may be a person, place, thing, concept, or event.

Attributes can be described as characteristics of an entity.

Relationships constitute the real power of the model. Relationships (represented as lines between entities) show connections between Entities, for example the relationship between Individuals and their Accounts.

o Defining the relationships between entities is a core component of relational design.

o Relationships provide the power to integrate data for analysis.

A Subject Area is a logical grouping of data constructs.


Ways of viewing the model The CLDM is represented in three levels to facilitate its understanding:

● Conceptual Model—shows the Major Subject Areas in the model and their relationships. This can be shown to customers without a Non-Disclosure Agreement (NDA).

● Major Subject Area Model—provides an overall understanding of the major groupings of entities.

● Detailed Level Model— contains all entities, attributes and relationships in the model grouped by model and/or business interest. The detailed data model can be converted to a physical database design.

CLDM Major Subject Areas and the Conceptual Data Model

The CLDM Conceptual Data Model shown below is a high-level abstraction and representation of information used in the CLDM. It shows the Major Subject Areas to communicate the overall scope of the model.

The Major Subject Areas in the CLDM are:

Event

Finance

Financial Management (FM)

General Ledger (GL)

Geography

Human Capital Management (HCM)

Master

Network

Network Activity

Offering

Party

Web

If you drill down into the details of the model, specific concepts like customer, account, channel, product, network element, call, and content transaction will appear. You can see the model components in the Reference Guide or in the ERwin files.


Note: If your customers have prior versions of the CLDM, they may be accustomed to a slightly different set of Major Subject Areas. Three of the prior Major Subject Areas have been split in the following way:

● Financial Management has been split into Financial Management (FM) and General Ledger (GL).

● Party has been split into Party and Human Capital Management (HCM).

● Event has been split into Event and Web.

A closer look: Major Subject Areas and relationships

The graphic above that depicts the Major Subject Areas also illustrates the concept of relationships (indicated by the connecting lines). Relationships are a very powerful means of asking valuable questions across the data warehouse.

Relationships define the business rules between entities. That is, the relationships state how the things represented by the entities interact. A relationship represents a business association that links occurrences of one or more entities. Relationships typically have a verb or verb phase that describes the action taken in the relationship. For example, “markets” might be a relationship between Promotion and Offering. (In other words, the Promotion markets an Offering.)


Key facts about the Conceptual Data Model

● The Conceptual Data Model is a high-level abstraction of the logical data model, so it is a tool to be used for communication purposes; it is not meant to be implemented.

● Use the Conceptual Data Model when discussing the CLDM with senior managers who want an overview understanding of the scope of information in the model.

● If you do use the Conceptual Data Model with customers, be sure to let them know that it is not the complete CLDM. It reflects the scope with a high-level picture of the model elements and relationships.

● The Conceptual Data Model is included in the CLDM Reference Guide, which also requires a non-disclosure agreement (NDA).

Major Subject Areas and Subject Areas

Each of the Major Subject Areas is composed of a set of Subject Areas. For example, the Promotion Major Subject Area is composed of several Subject Areas:

● Ad

● Campaign

● Contact List

● Scripted Survey

● Survey

Major Subject Area

Subject Areas

Entities, Relationships, and Attributes within a

Subject Area

Major Subject Area

Subject Areas

Entities, Relationships, and Attributes within a

Subject Area


An entity can logically support multiple Subject Areas. In Teradata iLDMs, a given entity belongs to a primary Subject Area and then can be related to more Subject Areas for support purposes.

Each Subject Area is a view, and is represented by a diagram. The diagrams can be seen in the model itself, or in the Reference Guide.

The arrangement of entities and relationships into Subject Areas does not limit how they will ultimately be used. The data model is broad and neutral by design to ensure flexibility and application independence. To a certain extent, the grouping of Subject Areas is subjective, and the modeling solutions team aims to create groupings that naturally fit together.

CLDM Major Subject Area descriptions The following table summarizes the kind of data that is in each Major Subject Area. It is not intended to be a complete description, but provides just enough information to explain the meaning of the Major Subject Area.

Major Subject Area

Description

Promotion Information about the strategic sales and information gathering initiatives that are used by the CSP to support their business objectives. Specifically advertisements, campaigns, contact lists, and surveys.

Event Tracks significant interactions with customers, as well as internal and external incidents that affect that customer’s relationship with the CSP. Includes information on customer contacts made at a call center and customer transactions at retail locations.

Web Models web site design and web interaction events. Web design describes the structure of web sites including site servers, web pages, page components, web ads, and multimedia objects. Web interaction describes the many visitor activities that can occur during or because of visits to web sites, such as logon, navigation, clicking.

Finance Tracks monetary information about billings and collections of traditional telephone bills and settlements between carriers.

General Ledger Accounting and reporting of financial transactions including general ledger, sub ledger, and journal entry information. Models accounting items and interrelationships for Set of Books, Chart of Accounts, Chart of Accounts Balances, Chart of Accounts Code Segments.

Financial Management

Models the financial management of the business related to accounts and events. Includes accounts receivable (AR), accounts payable (AP) and project accounting (PA) activities.

Master Tracks the physical and geographical relationships of customers and assets. Also includes information on specific sites (physical places or electronic storage points) as well as location calendars.

Network Tracks how and when a customer uses a product or service and provides detailed information about the physical equipment, and its topology, that is used to provide these services.


Major Subject Area

Description

Network Activity Tracks all forms of network traffic including session, usage, toll ticket (raw Call Data Rsecords, or CDRs), wholesale, internet protocol, and signaling data that is carried on the CSP's network.

Offering Tracks product and service offers both from the perspective of the Customer and the Product Manager. Records complex product structures to lowest level and associates them with contracts, product structures, product associations, promotions, shopping transactions and subscriptions.

Party

Tracks all persons, businesses, groups, or associations at the business relationship level. Retains details about scoring and segmentation, awards, channels, websites, privacy, and profiles.

Human Capital Management

Models management and associate employment activity. Describes associate benefits and compensation, payroll activity, training and performance. Describes management aspects of labor distribution, labor costs, training administration, and associate organization.

Where to find more detail on the Subject Areas

The Communications LDM Product Overview document includes a longer description of the Subject Areas than in the table, and does not require a Non-Disclosure Agreement (NDA). You should refer to the current CLDM Product Overview. Each Subject Area is fully documented in the Communications Logical Data Model Reference Guide. The Reference Guide is considered Teradata Intellectual Property (IP) and requires an NDA to obtain it.

Semantic models A Semantic Data Model is the view of information required by a single end user or end user application, including a BI metadata layer.

The CLDM Semantic Models provide a cross-sectional view of the CLDM in terms of a particular business function or concept. They help provide a clear understanding of how the CLDM meets a particular business need, and make it easier for users to work with the complex, detail data supported by the model. Most of the semantic views are typical business questions that would be asked by business users.


Comparing Business Terminology to Names in the CLDM Since the elements of the Communications LDM must apply to the various industry segments and business functions, sometimes the terminology used in the model can seem very general. The use of “universal data modeling” constructs means that sometimes the model describes things in terms abstract enough to encompass a wide range of circumstances. As a result, some of the terms used in the business may differ from how they are named in the CLDM. When discussing the CLDM with your customer, it can be helpful for you to be able to explain this concept to them, and to be able to “translate” at least a few of the terms.

The table below shows the relationship of concepts between the business and the CLDM. The CLDM represents a blend of business and “universal” data modeling constructs.

The power of using a generalized, abstract approach is that it allows for future flexibility without changing the basic structure of the model. For example, when you look at the Conceptual Data Model, instead of seeing an LDM construct called “customer,” a more general concept such as PARTY is used. Use of this kind of abstraction allows the LDM to be application neutral, model many situations, and to handle future unknowns.

Much of the CLDM does use business terms commonly understood within the industry such as Signaling Message, Toll Ticket, Number Portability, and Work Order. This makes it very easy to explain the model to business users.

The table below lists examples of a few abstract constructs that you may need to explain to a customer.

Business Terms CLDM Terms

Customer, employee, vendor, carrier, city agency, city council Party

Store front, web store, kiosk, call center, distribution center Location

Transfers, damaged goods, transformations, physical stock count, vendor returns, vendor receipt of goods

Inventory

Component, camera phone, accessory, computer, boxes, pallets Item

Credit cards, checking accounts, gift card, layaway, in-store credit card, internal charge account

Account

Of course, customers are not required to use the CLDM names; the names can be customized. In addition, Teradata semantic views can be used to present to the end user the underlying data in their typical terminology.


Another perspective You might want to look at the kind of data captured from the perspective of the business concept (for example, Customer instead of Party), and how that relates to the model. That way, when you listen to customers and hear them talk about their issues, you can see how they are captured in the model.

Customers The LDM enables tracking Customer Profiles, Demographics, Segmentation, and Scoring information for existing and prospective users. It is also capable of supporting unlimited hierarchies and relationships between Customers. Of key importance is the ability to track customers throughout their lifecycle with the CSP.

Campaigns The LDM allows the user to track the results of a Campaign. It also is capable of capturing Campaign Strategies, Contact Lists used in running a Campaign, Media Channels utilized by the Campaign, message content delivered during the Campaign, and Targeted Recipients or Targeted Geographic Areas. The LDM also supports capturing the results of Surveys used in a Campaign.

Account Information and Account Hierarchies

The LDM can capture information about the relationships and roles that a Party has with an Account.

Basic Cost Information

Basic Cost Information is captured as it relates to the major data elements of the model such as party, product, account, promotion, contract, survey, equipment, etc.

Events Information can be captured about the internal or external situations that are business-significant to the CSP. This includes information on customer contacts made at a call center and customer transactions at retail locations.

Service Orders The ability to track service orders (e.g., provisioning) and their project management lifecycle is maintained down to the individual task level. The resources involved in the completion of a work order, such as personnel, equipment, and miscellaneous material is maintained.

Number Portability With regulations allowing customers to keep their phone numbers, more analysis capabilities have been added to the model. The ability to track port-in and port-out requests to ensure legal compliance and customer satisfaction is available.

Geography The LDM can track multiple addresses for a Party. Information can also be captured about the geographic locations for an Access Method. Profiling information about geographic areas can also be captured.

Network Hardware Information about Equipment, Equipment subtypes (e.g., Switches), Cell Sites, Geographic Coverage Areas and Central Offices are captured. The information captured can be used to monitor and improve network conditions, verify domestic and international settlements, maintain inventories, track load conditions, and further improve marketing strategies based on available capacity.

Products and Offerings

Information is gathered about what the CSP sells. Also included is the capability to bundle Products into complex Offerings, as well as grouping Products for marketing and management purposes.

Product Utilization Information is gathered about the Products and Services that a Customer purchases.


Contracts The model is capable of capturing a history of the contracts in which a Customer participates. Also included are Products and Services that are covered within a Contract.

Promotions The model is capable of tracking the Promotions that are offered, what comprises the Promotion, and how specific Customers respond to the Promotion.

Awards The model is capable of tracking the Awards Programs that are offered, what comprises the Award, and which Customers participate in the Award Program.

Privacy Detailed information about Privacy preferences for a Party or Account.

Billing Revenue Although the warehouse is not designed to support computing and rendering Billing Statements, it is capable of tracking Billing Statements rendered to Customers. This information can be captured at the Access Method, Product, or Offering level.

Usage The model captures all types of usage records – for both circuit and packet data, for both wireline and wireless environments, created from both signaling and network elements, and from any point in the operational usage processing cycle. It also tracks modifications to usage records as they are processed in the operational cycle for Revenue Assurance purposes.

Media & Entertainment Content

The model captures content that is transmitted, as well as just the network usage to transmit the content product.


Communications LDM Deliverables When a customer purchases the Communications LDM, they receive:

● ERwin-format file containing the model with all components and views

● Unified LDM Framework Reference Guide, describing the underlying structures of Teradata LDMs, in PDF format

● Communications LDM Reference Guide, providing detailed information regarding the CLDM, including definitions of all model components, in PDF format

The Communications LDM Product Overview document contains a high-level description of the model for prospective customers. The purpose of the Product Overview is to provide a detailed overview document that can be left with the customer after an initial overview LDM presentation has been given. It should be provided to interested customers seeking further detail, but only after supplying the data sheet and after one overview presentation has been given. The Teradata proprietary information statement is placed on this document to make sure that it remains with the customer and is not distributed to outsiders.

The Communications LDM Product Overview is a valuable tool to be used with customers who are seriously investigating purchase of the CLDM. Be sure to familiarize yourself with this document.

Subscriptions

A customer can purchase a subscription to the CLDM to ensure that they receive updates.

Check the Ordering and Configuration document for current subscription tiers and pricing. With the models now based on the Unified LDM Framework, there is a subscription level that enables access to additional content for integration into the customer’s industry LDM. It is important that you understand the pricing structure, since it has changed with the release of iLDMs based on the Unified LDM Framework, and may represent a new offer to your existing customers.

Customization

The CLDM provides an ideal starting point for developing a logical data model for a business. It is expected that in all cases the data model will undergo some level of customization. Each communications services provider has different needs and problems to solve, and therefore different detailed level data requirements.


In general, customization can include:

● Addition of new entities and/or attributes

● Redefinition of existing entities and/or attributes

● Renaming of existing entities and/or attributes

● Determining which entities and/or attributes to use

Any customization can also require the revision of existing business rules and/or the addition of new business rules. The customized CLDM should contain all the atomic level data elements to satisfy the decision support needs of the CSP.

Use new CLDM releases to revitalize the account

Any release of new or updated Communications LDM content, or even of individual LDM modules for the Unified LDM Framework, represents an opportunity for the account team to open a conversation with account about where they are going as a business and whether they are taking advantage of their EDW to get there. You can explain the new content and discuss existing content that they may not have implemented but which would further their objectives. This gives the customer an opportunity to consider growing their EDW to support growth and change in their business.

CLDM sale benefits Teradata and the Account Team

When a customer purchases and uses the CLDM, benefits can be realized by Teradata and the account team:

● Realize initial sale of the CLDM and subscription revenue.

● Customer demonstrates that data is a strategic asset, making Teradata critical to running their business.

● Opens a path to growing the EDW into more business areas.

LDM releases are an opportunity to discuss growth.


The Unified LDM Framework and the CLDM You may be wondering how the CLDM and the Unified LDM Framework and its associated LDM modules relate to each other. An essential distinction between the CLDM and the Unified LDM Framework is that the CLDM is a product, whereas the Unified LDM is not.

The CLDM integrates available foundation and functional LDM modules from the Unified LDM Framework that are relevant to the industry. Communications-specific content is added to this basis to create a logical data model that explicitly supports CSPs.

Each LDM module is composed of one or more Subject Areas. Within the CLDM, some Subject Areas of an LDM module may be included as-is, or the module may be customized for the industry. Entity and attribute definitions, in particular, may be customized to refer to industry specific concepts, and extensions are often applied to account for industry-specific features that are not common across the other industries.

One of the Unified LDM modules is called Web. The Subject Areas in the Web module are:

● Web Event

● Web Operations

● Web Search

● Web Site

● Web Visit

● Web Visit Interaction

These Subject Areas are included in the CLDM and are related as needed to other CLDM objects such as AGREEMENT, VISIT, AD, COST, or SUBSCRIPTION.

Integrating new content into an existing CLDM Chances are that a number of your existing customers already have purchased, customized, and implemented at least some components of the CLDM. As they thrive and grow, they will need to add more CLDM constructs to support their new business activities. If the content is in the CLDM they have already purchased, they can add those components to their implementation. However, sometimes the business wants to grow in unconventional ways, and they need LDM content that typically is available in another industry LDM, and there are subscriptions that enable this.

The Teradata Unified LDM Framework eases integration of LDM content. If customers are using a pre-unified release of the

The Unified LDM Framework makes the CLDM even more modular.


CLDM, there are specific steps they or Teradata PS modelers need to perform to prepare the existing CLDM for the addition of content that corresponds to the conventions used in the unified framework. Modelers should refer to the Reference Guide and the LDM SharePoint site for details.

Teradata Solutions Supported by the CLDM While the Teradata CLDM is application-neutral, it does support Teradata solutions.

The principal capability supported by the Communications LDM is the integration of data in the Teradata Enterprise Data Warehouse. The retailer can collect data that supports various functions, house it in one location, and make it accessible across the enterprise.

Within Teradata, the value of integrated data seems self-evident. For customers, it may be a new concept, or a capability that they did not think was possible. You can use the LDM to show them what can be achieved.

The Teradata Enterprise Data Warehouse alleviates the problems that result from inconsistent, inaccurate data. “A single view of the customer, a single view of the business, a single version of the truth.”

In addition, Teradata offers solutions that address specific business needs, and the CLDM supports the functionality of these solutions.

Solutions supported As described earlier, a business has many processes and functions. The CLDM supports these functions as well as the Teradata solutions that address specific business processes.

From an application neutral standpoint, the CLDM provides key business information support for the following Teradata solutions:

● Teradata Relationship Manager (TRM) for Customer Relationship Management

● Teradata Decision Experts for Financial and Performance Management

● Teradata Integrated Web Intelligence (IWI) for E-Commerce

Note: Keep in mind that the available solutions may change, and that they may be renamed. Even though the name changes, customers who have purchased a solution prior to a name change will still use the name of the product as it was when they purchased it.

The CLDM helps customers see what integrated data can do.


Be sure to check the current Communications Solution Map. A link is available in the Resources tab on the course website.

Teradata Metadata Services Metadata is information about data. Companies who are interested in data management will be interested in metadata management. Metadata has value for both IT and business users. IT is interested because it helps:

● Identify redundant data

● Navigate the data model

● Determine the impact of change

● Determine who is using what data

● Understanding which software pieces use which data

Business users are interested in metadata because it tells them:

● The source of information in the warehouse

● Whether a piece of data is in the warehouse

● The freshness and meaning of the information

● The code values, the derivation rules, and more

Communications Solution Map

Content DeliveryContent Delivery

Network Operations /

Planning

Network Operations /

Planning

Revenue Management

Revenue Management

Marketing & Sales

Marketing & Sales

Customer Management

Customer Management



Campaign Management (TRM)

Event-Based Marketing

MRM

Sales Analytics

Social Media Analytics

Voice of Customer

Customer Retention

Channel Analytics

Integrated Web Intelligence

Profitability Analytics : TVA

Subscriber Analytics

Social Network Analytics

Commissions

Financial Analytics

Procurement andSpend Analytics

SettlementsAssurance

Extreme Data Appliance for CDRs

Customer Experience

Management

Set-Top Box Analytics

Usage ProfitabilityAnalytics

Facility ProfitabilityAnalytics

Roaming Analytics

RevenueAssuranceAnalytics

Pricing and Tariff Solutions

Human CapitalAnalytics

Legal/Regulatory

Supply ChainAnalytics

Mktg Analytics

Cross sell/Up sell Analytics

Automated SearchAnalytics

Inbound Manager

Enterprise Services

Contact CenterIntelligence

Network IntelligenceWarehouse


Teradata offers the Teradata Metadata Services (MDS) tool as a means to store and navigate this information.

The CLDM comes with metadata (for example, entity names and definitions, attribute names and definitions, Subject Areas). This metadata can be imported to the Teradata Metadata Services metadata repository through the use of a third party tool called the “MITI Bridge” from Meta Integration Technology, Inc. Once the metadata is in MDS, the user can access the CLDM metadata using the MDS graphical user interface


Web Activity Be sure to check the website to complete the activities for this module.

Value of the CLDM 2 – 1

Module 2

Value of the Teradata CLDM

Contents

Introduction .................................................................................... 3

CLDM Value Proposition ............................................................... 3

Who Is Interested in the CLDM?.................................................... 4

How the CLDM Addresses Issues That Affect CSPs .................... 7 Customer Retention and Growth............................................... 7 Loss Prevention ........................................................................ 7 Next Generation Services ......................................................... 8 Enterprise CDR or Event State Engine for Revenue Assurance8 Quality of Service .................................................................... 10

How to Engage in a Dialogue ...................................................... 11 Questions for Initiating a Dialogue .......................................... 12

Relating Data and the CLDM to Business Needs........................ 14 BIOs supported by CLDM ....................................................... 14 Sample business questions .................................................... 15 EDW Roadmap ....................................................................... 16

Customer Success with the CLDM .............................................. 17

Web Activity ................................................................................. 18


Notes


Introduction This module discusses the value of the Teradata CLDM and provides tips for conducting a conversation with a customer.

CLDM Value Proposition The lack of a consolidated or consistent view of the customer and the enterprise hinders effective marketing and continuous operational improvements, impacting profitable customer growth and business performance.

More and more Communications Service Providers (CSPs) are acknowledging the need for a truly robust data management foundation.

● Newer companies seek to quickly establish a competitive advantage by implementing an infrastructure that will support faster time to value, reduced maintenance, and easier transition to new technologies and applications.

● More established companies, especially those involved with mergers, have the same needs as newer companies, plus the need for a cost-effective, long-term solution to data consolidation.

And they both recognize the value of holistically addressing their enterprise knowledge needs.

The Teradata CLDM, originally released in 1993, reflects years of knowledge and experience garnered while building data warehouses for more than 75 Communications Service Providers around the world. The result is a comprehensive and flexible model that ties all enterprise information together – customer events, status, accounts, contracts, product and service offers, sales channels, revenue, usage, costs, network, campaign events and more – in a best-practice, data infrastructure ideal for virtually any knowledge application.

As the industry rapidly evolves with new generation technology and an ever-increasing range of products and services, Teradata works to ensure that the data captured in the CLDM reflects the new needs of CSPs.

The following is a statement of the value proposition for the CLDM.

As the industry changes — a CSP needs a clear view of how changes affect itsbusiness.

CLDM:

Released in 1993

Used by over 75 CSPs


The Teradata Communications LDM can save weeks or months of valuable data warehouse development time, as well as considerable human and financial resources.

By leveraging our vast experience with top CSPs, Teradata has developed a data model that contains very flexible structures and that supports the Communications industry.

The model is easily extended as business grows by adding modules, entities, or sets of attributes. Its structure ensures that Teradata’s customers avoid costly re-designs that plague over 50% of the current data warehouses today.

Keep in mind that this value proposition is not just something invented by Teradata, but represents value as expressed to Teradata by our customers. Teradata can easily provide references for your prospects, something that our competitors have a hard time doing.

Note: The CLDM encompasses all the benefits of a Teradata LDM as discussed in the course Selling and Positioning the Teradata LDM (33315).

Who Is Interested in the CLDM? The CLDM embodies the intersection of business issues and technology, in the form of the data that relates to the business. For this reason, both IT and business users are likely to be involved in the decision to use the CLDM, and its eventual customization and validation.

Business users

While the CLDM may appear to be “technical,” in fact, business users often understand it very well, as it presents a picture of the business. You might need to give them an orientation regarding the terminology used in the model (for example, “party” instead of “customer”) and explain some of the drawing conventions.

The long-term benefits of a robust, flexible logical data model apply throughout the company. Each functional area has concerns about data validity and ease and speed of data access. Marketing, for instance, needs data to analyze customer trends and to tailor campaigns aimed at shaping customer behavior. The data about customers and products for those campaigns needs to be fresh, accurate, and representative of the entire organization.

Functional areas have a vested interest in the benefits of an enterprise data warehouse based on the CLDM. Business users should be aware of the benefits of the CLDM and be cultivated as champions for it.


You can use BIOs (Business Improvement Opportunities) to help show customers how analytics can help them achieve concrete business goals

IT groups

The IT department may be most interested in the CLDM from the perspective of long-term data management benefits. In addition, the cost savings based on fast implementation and reduced usage of resources are appealing to IT.

The typical audiences for a data model sale within IT are the data architecture or data management groups. The customer may have their own data modeling group, which can be very sophisticated in data management issues and data modeling. It is very important to have the right Teradata sales support available during sales calls that involve these knowledgeable individuals.

The CIO in particular will be interested in the fact that the CLDM can significantly reduce the investment and time needed in this essential task of requirements definition. The basic constructs of the CLDM provide a solid foundation of future growth, because it brings discipline and structure to the complexities of a data warehouse implementation.

“We already have a model!”

Some IT groups may say that they already have a model. It may not be a logical data model, though, or it may not be of the same scope and flexibility as the Teradata CLDM. They may have a business model, a physical data model, or something that is intended for a special purpose. Be sure that you and the customer understand each other.

Differing views of data

Keep in mind that many individuals in IT come from a different perspective regarding data architecture – they denormalize the data, use pre-aggregated star schemas and data marts. They focus on reporting and are not able to get the answers to future or in-depth questions that arise.

Some points to make for those with this perspective are:

● In an integrated environment, the same data element can answer many different questions. However, denormalizing the data obscures granular data and business rules. You cannot do advanced analytics with this approach – you need integration.

● With Teradata and the CLDM, you can create different “flavors” of data by using “semantic views.” For example, different business units may have different definitions of “sales.” Or, an individual may be listed as a “customer” for

Verify what the IT group means when they talk about “logical data modeling.”


financial or historical purposes, but the CMO considers them a “prospect” if they have not made a purchase for 6 months or more.

Different incentives

There can be tension or a disconnect between IT and the business users, based on their reward or incentive structure. IT may prefer projects that are low risk, spending as little as possible, and wanting to manage the data with fewer resources. They do not necessarily want to store a lot of data. It is important to educate IT as to the Teradata approach, and about the strategic goals of the business that they are being asked to support. If they can align themselves with strategic business goals, they may see this as an opportunity for their function, and the CLDM is an excellent way to illustrate and articulate the business goals that IT is addressing.

The CLDM deepens the Teradata presence in the account

Because the CLDM addresses the needs of IT and the business, it represents an opportunity for the account team to expand their presence in the account.

In addition, by discussing business questions with the account, you learn more about the account.

How businesses use the CLDM

Although the obvious and best reason that a business purchases the CLDM is to use it to create a logical data model that will serve as the basis for their EDW, in fact, businesses may buy the CLDM for different purposes.

● Reference: If they are planning to do the model themselves, they may find the CLDM to be a useful reference.

● Get parties talking: If business users in different parts of the company see things differently, this can be a problem for IT. The CLDM can be a basis to get the business users to talk about processes in a cohesive way. It can even be a “neutral party” – if two groups use different terminology, they may agree to use the term used in the model.

● Get agreement on requirements. Some organizations do not have an IT department that has the capacity to manage the requirements for an EDW project. They can use the CLDM as a way to articulate and track requirements.


How the CLDM Addresses Issues That Affect CSPs One of the benefits of the Teradata CLDM is that Teradata works to extend it so that it incorporates new information reflecting changes in the industry.

This section describes some issues of great concern to the CSP that are addressed by the CLDM. You can discuss these business issues with existing Teradata CLDM customers or with new customers.

Customer Retention and Growth Telecommunications is a highly competitive industry. CSPs fight to acquire new customers and retain and grow their existing customers.

Customer service is the key to customer retention, and the call center is the key to customer service. The CLDM allows CSPs to capture detailed information on all customer contacts at the call center. With access to this information, customer service representatives can provide faster, more efficient service. Reducing the average call time by even a few seconds can provide significant cost savings for a CSP. In addition, “best in class” customer service will contribute to reduced customer churn.

The CLDM also collects detailed point-of-sale (POS) information at a CSP’s retail outlets. With this information, CSPs can better track the purchasing behavior of their customers to identify high value customers and customize their marketing campaigns to better meet the needs of their customers. This will increase campaign take rates and ultimately grow wallet share.

In addition, the Agilent partnership allows a CSP to see service impacts on their customers that are not visible by just capturing and analyzing traditional CDRs.

Loss Prevention Since many CSPs are also large retailers, like other retailers they must face the challenge of profit-eroding “shrinkage.” Shrinkage is the difference between the amount of inventory accounting records report and the actual physical inventory when counted. There are multiple sources of shrinkage including shoplifting, accounting errors, damages, and employee theft. Retailers lose billions annually due to shrinkage.

The CLDM captures POS activity and POS transaction details, as well as non-sales related activity at POS registers. CSPs may use this information to identify suspicious transactions that fall outside their parameters.


By identifying discrepancies and their potential impact on shrinkage, CSPs can proactively implement loss prevention strategies such as associate training or counseling.

Next Generation Services The availability of Next Generation Services (3G and beyond) represents a major focus of the industry. The CLDM captures detail data for different kinds of product content, such as MP3 music, ring tones, video, games, and so on. And keep in mind that not only are there more types of content, more kinds of devices are being used. Just as phones have incorporated cameras, cameras now incorporate the ability to send pictures.

With explicit detail captured with the CLDM, CSPs can accurately track usage, and thus create better offers, set optimum pricing, and target customers for promotions. This data also helps the CSP plan network capacity.

In addition, the ability to provide added content means that the CSP now has partners that are in entirely different industries, such as entertainment. The kind of detail captured in the CLDM is essential for accurate settlements between the many and diverse content providers (CPs) they may partner with.

Here is an example of a question that the old telephone companies did not have to understand:

Which content providers’ products require the longest average download times?

Enterprise CDR or Event State Engine for Revenue Assurance Revenue assurance continues to top the CSP corporate agenda, with some sobering statistics. According to Telecordia, 10-20% of total industry ratable billing events are incorrect or unbilled due to leakage in switch recording, inaccurate inter-carrier billing, lack of inventory usage monitoring and invalid invoicing (2004).

One source of the problem is the lack of a complete end to end solution that provides a complete audit trail for all processes.

The majority of transactional data generated by a CSP relates to calls. As shown in the top part of the graphic below, this call data record or call detail record information (CDR, as represented by the green arrows) is processed by the CSP through a number of stages from the initial network event through to billing and financial recognition. (“Toll Tickets” as shown in the graphic are also referred to as “Raw CDR.” This represents the initial CDR generated by the switch.)

2G – voice and simple data

2.5G – voice, data, simple content

3G – full wireless multi-media

4G/NGN – Speed


Capturing the CDR at all steps

CSPs maintain transactional data in a number of systems but typically do not hold all the data and history from each stage in one place. Data stores exist in different silos that are used by different user communities for different purposes. For example, while the CDR as it exists when it reaches the billing step has more information than the initial CDR, it has lost some of the original information included when it was initiated at the switch.

In order to capture all information, it is necessary to capture the CDR at each phase. This level of detail is needed to stop revenue leakage.

Tracking suspended CDRs

In addition, at any time, the CDR generated by the switch may be “suspended” as it moves through the process, resulting in the potential for leakage due to improper billing. If it has been “suspended,” it is resubmitted for an opportunity to capture the revenue which might otherwise be lost. Using the detail data in the CLDM, the CDR can be tracked, and the leakage prevented.

Usage Based Analysis

Billing and Rating

Wholesale/Interconnect

Operation/Diagnostics

Various applications and tools utilizing the same underlying data

PartnerContent

Assurance

Traffic Assurance

Operational source system layer

Teradata Data WarehouseTeradata Data Warehouse

GeneralLedger

Switch Network

SignallingCDR

Toll Tickets

Data Layer

Source Layer

Application Layer

Usage and state records

Tariffs HandsetParty

Marketing/Cust Svc

Allowances Credits

Signalling Network

Mediation

Suspense

Billing

Suspense

Guiding

Suspense

Rating

Suspense

End-to-End view of Subscriber Usage Transaction


Tracking signal network data

It is possible to capture data from the signal network, so that it can be compared to data captured from the switch. This allows the CSP to determine whether the switch network is leaking. The switches can be poorly configured, resulting in unrecorded CDRs, which are therefore never billed. At least one customer has saved millions of dollars by finding switches that were not properly recording CDRs.

Tracking the signal network also allows the CSP to improve their settlement assurance process by validating that partner content has actually been carried.

CLDM ensures CDR accuracy throughout the Enterprise

With the CLDM, the EDW can be used as an enterprise CDR “state engine” that tracks the “state” of every CDR from end to end. This represents an opportunity to stop revenue leakage at a number of points.

Quality of Service Knowing when and why quality of service is poor enables communication service providers to maintain their networks and provide a better customer experience. Poor quality of service results in expensive customer relationship management and/or customer churn.

The CLDM captures call detail data measuring the quality of service at the service event level. This enables network analysts to detect and address network performance patterns. Poor quality of service can often be addressed by adjusting call routing, performing unscheduled maintenance on switching equipment, or reconfiguring network servers. Quality of service analysis helps identify the poorly performing routes and underperforming equipment. By analyzing call detail in specific areas of the network, the CSP can detect usage trends and plan network reconfiguration or enhancement to anticipate increasing throughput and ensure continued quality of service.

The CLDM enables Operations Management activity by capturing the call detail data measuring connect time, number of packets, and packet arrival timings, and reporting reasons for call termination. It pinpoints when, where, and with whom quality issues were detected. The CLDM relates call detail to specific customers and networks enabling segmentation of customers by quality of service metrics. This allows the CSP to address both the network causes of poor service and proactively contact impacted customers to assure them that the issue is being


addressed and/or notifying them that billing credits have been applied.

The following is an example BIO (Business Improvement Opportunity) for Operations Management. Check the BIOs for additional Quality of Service BIOs.

How to Engage in a Dialogue If you get a sense from your customer that they are interested in strategic or transformational approaches to solve problems or achieve growth, this is an excellent opportunity to conduct discussions about the CLDM. In addition, customers that keep running into roadblocks with their need for information may be receptive to using the CLDM to see how to get where they want to go.

When conducting dialogues with your customer, keep in mind that the CSP’s biggest challenge is having a reliable source of accurate, detailed data, organized so that it can be accessed easily and on a timely basis. These are business issues. However, when you consider the need for “reliability,” “accuracy,” “easy access,” and “timeliness,” the ability to deliver falls squarely in the realm of IT.

The CLDM represents the junction of business issues with the technology to address them, so you may find that you have to conduct conversations with both business and IT. In fact, once the customer decides to purchase and implement the CLDM, parties from both areas must be involved.

• Meet internal SLAs• Meet/exceed service levels for a given product.

Objective• Meet internal SLAs• Meet/exceed service levels for a given product.

Objective

• Proof of SLA compliance/quality content providers

• Reduce service calls

• Reduces time to resolve issues

• Increase revenue and decreases costs

• Increase uptake of new products and services

Results• Proof of SLA compliance/quality content

providers

• Reduce service calls

• Reduces time to resolve issues

• Increase revenue and decreases costs

• Increase uptake of new products and services

Results• Correct system inconsistencies

• Resolve problems before customer experiences them, - QA

• Modify the network elements related to SLA’s

• Notify care reps of issue

Actions• Correct system inconsistencies

• Resolve problems before customer experiences them, - QA

• Modify the network elements related to SLA’s

• Notify care reps of issue

Actions

• Analyze the capabilities and QoS of network elements and services (switch, handset, content platform, RF network in real time)

• Analyze the causes of decreased service proactively• Element/service compatibility (Handset

compatibility to interface with the network)• Content delivery analytics mapped with live feeds• What combination of factors (context) caused the

issue and what services/customers are affected• Cross sessions between technologies

Analysis• Analyze the capabilities and QoS of network

elements and services (switch, handset, content platform, RF network in real time)

• Analyze the causes of decreased service proactively• Element/service compatibility (Handset

compatibility to interface with the network)• Content delivery analytics mapped with live feeds• What combination of factors (context) caused the

issue and what services/customers are affected• Cross sessions between technologies

Analysis

Prov Analytics Scenario

Single View Scenario

Device TrblshootScenario

GSM RF QoS Scenario

Voice QoS Scenario

Content QoS Scenario

Cell Site Anal Scenario

Broadband QoS Scenario

Roaming Anal Scenario

Trblshoot NetwkScenario

Equip Analytics Scenario

QoS Dev TrblScenario


Questions for Initiating a Dialogue The following are high-level, high-gain questions that may assist you in your initial conversation to create awareness of the CLDM and identify needs. Some of the questions may seem to be the type of question you might use to talk about the Teradata EDW in general. However, these questions get to the heart not only of the power of the Teradata EDW, but the power of an EDW that benefits from the structures inherent in the CLDM.

Some questions are more oriented to business concerns, some are more oriented to data management. Keep in mind though, that business users are impacted by poor data management, and IT needs to be able to support the business.

These lists are not meant to be exhaustive, but will help you generate your own ideas. If you have the Reference Guide, you can refer to it for a list of the types of business questions addressed by the CLDM. You should refer to BIOs for the Communications industry to look for more issues that you can ask about, or think about using the EDWr as an additional tool.

Questions that focus on issues that concern business users

Business users have two sources of frustration: some questions just cannot be answered at all, or they may have limitations with regard to timeliness and growth.

What business questions can they answer (or not)?

1. Are you able to list total traffic usage by revenue?

2. Do you have difficulty establishing the overall settlement position with each partner, including providers of content (video, games, text, music)?

3. Do you know which customers have moved to VOIP?

4. Do you know if you have enough capacity to support expanding content services?

5. Do you have problems supporting your customer’s entire relationship and tracking a single view of your customers across the organizational silos?

6. Have you experienced any trouble segmenting your customers?

7. Do you have difficulty obtaining customer profitability or tracking customer history?


What are the limitations for getting answers?

1. Do you want or need to ask “new questions” that your current system does not support?

2. Can you easily add products, channels, transactions, and customer types?

3. As your business grows, how do you plan to handle the increasing and urgent needs for reliable, accurate information?

4. Are you experiencing delays in getting the information you need?

5. Are you spending a lot of time reconciling and explaining the answers you get from their different sources?

Questions related to data management for IT

1. Do you know the business’s key strategic objectives and how well you are supporting them?

2. Do you know your business customers’ level of satisfaction with their decision support environment AND root causes for any dissatisfaction?

3. Are users trying to ask “new questions” that your current data architecture does not support?

4. Do you have the flexibility to take the business process to the data, or are you forced to take the data to the process because of your system’s configuration?

5. What are the resource estimates (for researching, adding data, changing the data model, and scaling the platform) to answer these “new questions”?

6. Do users spend a lot of time reconciling and explaining the answers they get from their different sources?

7. Are you spending significant resources working around the limitations of your current data warehouse architecture?

8. Are you experiencing data redundancy issues? What types? How are they affecting your business?

9. What combination of platforms and programs are you using? Does it work the way it was intended?

10. Can you add products, channels, transactions, and customer types to your model without going through major restructuring?

11. How much time and money do you have to create a logical data model? Have you tried in the past?

12. As your business grows, how do you plan to handle the increasing and urgent needs for data?


13. Are you seeing any performance bottlenecks with the architecture you have today?

14. Did you have issues implementing your warehouse where people wanted a data mart for their department-specific needs?

Relating Data and the CLDM to Business Needs The CLDM reflects the “logic” or organization of the business. It enables companies to answer business questions by organizing data across the enterprise into meaningful elements.

BIOs (Business Improvement Opportunities) are a great way to show how data enables analytics that lead to real business results. Many business questions and BIOs addressed by the CLDM are embedded in the associated EDW Roadmap for Communications. In addition, analytics are available from business intelligence solutions supported by the CLDM.

BIOs supported by CLDM The CLDM supports BIOs for the communications industry as shown in the graphic below.

Note: New BIOs appear from time to time, so be sure to check for new ones. BIO descriptions are available on the BIO SharePoint. There is a link under the Resources tab on the course website.


Sample business questions The following table lists some sample business questions as they relate to key business processes. Refer to the CLDM Product Overview for more questions.

Business Process Business Questions

Customer Management Which customers are likely to purchase enhanced or additional services?

What are the characteristics of customers who produce the highest usage of 3G services immediately after the purchase of a 3G handset and subscription?

Revenue Management How much traffic is not billed properly due to failures in the OSS/BSS process? What are the reasons (with associated financial value) for the leakage / corruption / suspension of CDRs?

Which settlement declarations (for long distance voice, mobile roaming, content) cannot be reconciled with recorded usage?

When compared with signaling data, how much revenue is leaked due to non–recording trunk groups or otherwise incorrectly configured network elements?

Finance and Performance Management

What is the amount of earned and unearned revenue on outstanding AR (accounts receivable) invoices?

What are the values of purchase orders that have fixed exchange rate versus exchange rates floating with the market?

Network Asset Management

Can we map churn patterns to a subscriber’s home coverage area or to a frequently used cell site?

Is spare capacity available to support the forecasted orders?


EDW Roadmap There is a version of the EDW Roadmap for this industry. The EDWr provides a clearly defined roadmap for capturing and organizing specific information assets to enable improvement opportunities. It clearly articulates the concept of data leverage supporting multiple Business Improvement Opportunities.

The EDWr can help you demonstrate the value of the CLDM and of the data warehouse. Check Teradata University, the asset repository, and the Resources tab of the course website for this course for information and training on the EDWr.


Customer Success with the CLDM One of the advantages of discussing the CLDM with your customers is that you can tell a great story. And you can back up your story with excellent customer references.

Some CLDM customers that can be mentioned include:

● Vodafone New Zealand

● Optus Australia

● Eurotel (Czech Republic)

● Mobilink (Pakistan)

● SFR Cegetel (France)

There are customer stories that you can access in the Resources tab on the course website.

Refer to the FieldGuide in the course Selling and Positioning the Teradata LDM (33315) for an account team story on how SBC uses the CLDM for the world’s largest data warehouse.


Web Activity Be sure to check the website to complete the activities for this module.

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