Empowering Information Governance:Be Masters of Your InformationKelvin Looi

Worldwide Program Director, MDM Sales

klooi@ca.ibm.com

1. Do you know what and where are your critical data?

2. Do you know how clean your data is – data quality dashboards?

3. Do you have data governance in place?

4. Do you centrally manage all your common key business entities like customer and product data?

5. Do you have a single view of key business entities

6. Do you spend lots of time looking for information – do you trust what you find (latest and correct)?

7. Do you know what is Master Data Management (MDM)?

Questions …

Business leaders frequently make major decisions with information they don’t trust

1 in 3

Business leaders don’t have sufficient information from across their organizations to do their jobs

1 in 2

Organizations don’t share critical information with partners and suppliers for mutual benefit

3 in 5

Source: IBM Institute for Business Value - April 2009

Agenda

• What is IBM’s Master Data Management (MDM) & how does it work?

• MDM and Information Governance

• Who is using IBM MDM?

• How will it benefit your business?

• Why customers have chosen IBM’s MDM Solutions?

Non-Trusted DataCommon Data in Disparate Systems Cause Data Quality Problems…

�ARE THEY THE SAME PERSON?

�ARE THEY RELATED TO OTHER CUSTOMERS?� IS THE CUSTOMER ALSO A SUPPLIER?

�WHICH ADDRESS IS CORRECT?

Name:Name:

System A

Nancy P.L. Lee

Gender:Gender: Female

Birth Date:Birth Date: 1 Aug 1980

ID:ID: Passport: BA26355

Address:Address: 1 Main St, …

Marital Marital

Status:Status:Single

System B

Nancy Chan

F

1/8/1980

I/C: 1457100E

1 Main Street, …

Married

System C

Mark Chan

Male

9/2/1963

I/C: 6309022D

No 1 Main St, …

Married

Supplier System

Nancy Chan

Female

8/1/80

I/C: 1457100E

2 Main Street, …

M

In ContextReal-time delivery of relevant

information when and where it’s needed

Complete

Related information reconciled into a single and holistic view

Accurate

Complex and disparate data transformed, cleansed and delivered

InsightfulDerive meaning from information changes

Leaders Investing to Optimize Information AssetsClients Tell Us What They Are Looking For … Trusted Data

What … is Master Data? Why is it Important?

� A subset of all enterprise data

� High-value, common information for critical business processes

� Denotes customers, products, suppliers, partners, accounts…

� Core to every transaction, application and decision

Master data

What is “Master Data Management (MDM)”• Disciplines, Technologies, Processes …

… that accommodate, control and manage master data, across the organization

… to make the data “trusted”

Master Data Management – Foundational to Information Governance

CustomerSupport

Sales

Claims

INFORMATION

Bill

35 West 15th Street

Toledo

Jones

OH / 12345

M

50

1/1/65

First:

Last:

Address:

City:

State/Zip:

Gender:

Age:

DOB:

CRM

B. Jones

Toledo, OH 12345

35 West 15th Street

Name:

Address:

Address:

ERP

William Jones

Toledo, OH 12345

35 West 15th St.

Name:

Address:

Address:

Legacy

Billie Jones

Toledo, OH 12345

36 West 15th St.

Name:

Address:

Address:

SOURCE SYSTEMS ENTERPRISEAPPLICATIONS

MASTER DATAMANAGEMENT

How … to Get Started? Leverage your IBM InfoSphere investment

AnalyzeIntegrate

Transactional & Collaborative Applications

Manage

Business Analytics Applications

External Information Sources

Cubes

Streams

Big Data

Master Data

Content

Data

StreamingInformation

Data Warehouses

GovernQuality

Security & PrivacyLifecycle

How … to Get Started? Leverage your IBM InfoSphere investment

AnalyzeIntegrate

Transactional & Collaborative Applications

Manage

Business Analytics Applications

External Information Sources

Cubes

Streams

Big Data

Content

Data

StreamingInformation Govern

IBM InfoSphere OptimIBM InfoSphere Guardium

IBM InfoSphere Foundation Tools

IBM InfoSphere OptimIBM InfoSphere Guardium

IBM InfoSphere Foundation Tools

IBMInfoSphere Warehouse

IBMInfoSphere Warehouse

IBM InfoSphere InformationServer

IBM InfoSphere InformationServer

IBMInfoSphere

MDM

IBMInfoSphere

MDM

How … to Get Started? Governance is critical to MDM

Organization

Technology

Process

Institute Accountability

Enable Data Stewards

AlignStakeholders & Socialize Effort

AssignExecutive Sponsor &

Form Board

Enable Security& ReportResults

ImplementSolution

Profile Data & Relationships

Define Scope & Business

Case

Manage Information

Lifecycle& EnforceAlignment

ImplementPolicies

Write Policies, Procedures

& Rules

Define Scopeof Policies& Metrics

InformationGovernance

Information Governance answers these questions for MDM

• What … is “Master Data”, for your organization?

• Who … knows the most, cares the most about Master Data?

• Why … should the organization focus on MDM now?

• Where … is Master Data found, and how do we get it?

• When … can we first show results, and build on success?

• How … to get started?

Information Governance and MDM A virtuous cycle …

DataQuality

Security & Privacy

LifecycleMgmt

Governance MDM Platform

Master Data

Information Governance and MDM A virtuous cycle binds policy and process

DataQuality

Security & Privacy

LifecycleMgmt

Governance

Policy

MDM Platform

Master Data

Information Governance and MDM A virtuous cycle binds policy and process

DataQuality

Security & Privacy

LifecycleMgmt

Governance MDM Platform

Process

Policy

Master Data

Information Governance and MDM A virtuous cycle iterates through business needs

Control Access to

Customer Data

SingleCustomer

View

Reference Data

Enrichment

CustomerAccount

Onboarding

Standardize Customer

Classification

RegisterCompliance with

KYC Policies

Certify Suppliers againstEthical Guidelines

Information Governance and MDM A virtuous cycle creates order from chaos

?

??

??

??

?

?

??

?Master Data

Locations

Products

CustomersAccounts

Financials

Fulfillment

Information Governance creates order out of information chaos

Ensure information is understood and consistently defined.

Increase the use and trust of information as an enterprise asset.

Protect information, reduce risk and comply.

Executive-LevelData Governance

Bodies

Line of Business

Stewardship Community

Data Quality

Reporting Team

Project Teams

Virtual Teams

Executive

Sponsorship

Risk Data Council

Data

Governance

Program

Manager

Technical

Liaisons

(4)

Business

Liaisons

(4)

Metadata

Liaison

(1)

Data Governance PMA

Risk Data Governance Office (DGO)

Data Quality

Reporting

Liaison (1)

Data

Definition

Stewardship

Function

Data

Production

Stewardship

Function

Data

Usage

Stewardship

Function

Quality

Measurement

Stewardship

Function

Lead Steward

Executive-LevelData Governance

Bodies

Line of Business

Stewardship Community

Data Quality

Reporting Team

Project Teams

Virtual Teams

Executive

Sponsorship

Risk Data Council

Data

Governance

Program

Manager

Technical

Liaisons

(4)

Business

Liaisons

(4)

Metadata

Liaison

(1)

Data Governance PMA

Risk Data Governance Office (DGO)

Data Quality

Reporting

Liaison (1)

Data

Definition

Stewardship

Function

Data

Production

Stewardship

Function

Data

Usage

Stewardship

Function

Quality

Measurement

Stewardship

Function

Lead Steward

Extract

Extract

Extract

Extract

Extract

Extract

People Process Technology

18

� Dell� Adobe� National Instruments� Intel� ReachForce� Intuit� Snap On Tools� Boeing� Panasonic� Cardinal Health� Ford� LG Electronics� Caterpillar� Honeywell

� JC Penney� Safeway� Wal-Mart� Best Buy� Lowe’s� Staples� Neiman Marcus� TargetRetail

Hospitality

High Tech/MFGInsurance

Financial Services

� Choice Hotels� Intercontinental Hotel

Group� TravelPort

Communication � Sasktel� Shaw� Bell Canada� AT&T� Qwest� Neustar

� JPMC� Key Bank� Capital One� Wells Fargo� Huntington Bank� Northern Trust� MoneyGram

� Western Union� National Bank of Canada� Rabobank� Blackstone Group� H&R Block� Fifth Third Bank� Bank of America

� SMBC � Tailong Bank� Shanghai RCCB� BNI� BCA� BT� KT Bank� ANZ� NAB

IBM MDM Across Verticals

� Grange Insurance� Met Life� Nationwide� Allstate

Business Services

� Taikang Insurance� AXA Life Japan� Samsung Life� Erie Insurance� Irish Life

� Devry� JDRF� DLL

� Sun Trust� Guy Carpenter� The Economical Group� State Farm� CSAA� AWAC

� FedEx� Deluxe� Apollo Group

IBM®

InfoSphere™MDM

Government

� MOE/MOH Singapore� Sogei Italy� INPS Italy� Rome Municipal� IMSS Mexico� NY HHS� Puerto Rico Courts� Washington State Prison

Drive Business Optimization With Positive ROI

Reduce cost and improve customer satisfaction via once-and-done processing … e.g. address change

COST REDUCTION

Reduce risk exposure via holistic view customer household and product holdings

IMPROVE RISK

MANAGMENT

Improve up-sell and cross-sell with relevant offers meeting customer requirements

IMPROVE SALES

CAMPAIGN

Comply with government regulations … privacy act, risk exposure reporting, etc

REGULATORY COMPLIANCE

Forming a customer chassis to reduce M&A integration points and improve integration speed and cost

ASSIST MERGER &

ACQUISITION

Benefits of MDM Approach (ROI)

A Large North American Telco...

A Major US Health Plan...

� Identified 2,328 Instances of SSNs associated with multiple DOBs, names and/or genders

186,725 Instances where a member number was shared by multiple individuals

Built a full customer master to:

� Enhanced Customer Insight � Improved incremental revenues � Increased retention totaling over $47M� Channel, Communication and Billing savings

totaling over $14M

Calculated Cumulative Benefits of $62.8M

A Major US Retailer

Has added a true multi-channel capability:

� Increasing customer acquisition rates� Increasing conversion rates� Increasing repeat sales � Increasing basket size

Conservative estimates of total impact is a 5 year net benefit of $37M

Leading Financial Services Company

Integrated over 50 applications leading to:

� Increased Sales Opportunity� Improvements in Customer Service� Differentiation in Client Management � Reduction in IT costs

Over $40M in benefit quantification

212121

IBM® MDM Solution Portfolio

IBM® Initiate® Master Data Service®

Virtual master registry for delivering single, trusted versions of master data

& their relationships

Single View

Governance

CommonComponentsIBM® InfoSphere™

Identity InsightAnalytical capabilities to discover where threat & fraud exists to enable

immediate action

IBM® InfoSphere™MDM Server

Physical master repository of customer, account& product data for the business to consume

as services

IBM® InfoSphere™MDM Server for PIM

Authors, enriches and maintains product and

other master data for a 360 degree view

Why Do Customers Choose IBM MDM?

Quick implementation, deployment,time-to-value

Low total costof ownership

Future-proof as project grows

IBM Industry Frameworks

IBM industry Data Warehouse Models

1000+ customersin production across 10+vertical markets

Fully staffed implementation services

Focused onMDM, PIM & CDI

No modificationto source data

Co-exist with existing systems & overall architecture

Deploy in any architectural style

Successfully deployed in complex, high-volume environments

Installations fromless than onemillion to hundredsof millions of records

Search hundreds of millions of records in less than one second

Scientific approach to MDM

Proven probabilistic algorithms that score & match data

Matching tuned to customer’s dataset

Typically discover duplication rates of 15-30% in records ‘cleaned’ by other vendors

Performance& Scale

Experience Non-invasive

10010010110

Time to

Value

Accuracy

Master Data Management

IBM

232323

Thank you!Any Questions?