technical evaluation criteria & field reports for cdi … zornes founder & chief research...

Aaron ZornesFounder & Chief Research Officer

The CDI-MDM Institutewww.The-CDI-MDM-Institute.com a.k.a. www.tcdii.com

Technical Evaluation Criteria & Field Reports for CDI-MDM Solutions

© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com

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About the CDI-MDM Institute

Founded in 2004

Focused on CDI-MDM business drivers & technology challenges

CDI-MDM Advisory Council™of fifty G5000 IT organizations with unlimited advice to key individuals, e.g. CTOs, CIOs, data architects

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Budgets, success/failure rates, mindshare of 250+ major in-flight CDI-MDM projectsExamples: evaluation process for CDI SI, CDI ROI in Telco M&A, …

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Fee-based & rotating quarterly through major North American, European, & Asia-Pacific metro areas

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“Independent, Authoritative, & Relevant”

About Aaron ZornesMost quoted industry analyst authority on topics of CDI & MDM

Founder & Chief Research Officer of the CDI-MDM InstituteConference chairman for DM Review’s CDI-MDM SUMMIT conference series

Founded & ran META Group’s largest research practice for 14 years M.S. in Management Information Systems from University of Arizona


CDI-MDM Institute Advisory Council

Advisor agrees to provide Institute’s consultants with advice & insight regarding the use of CDI-MDM software & related business processes at Advisor’s convenience Advisor agrees to participate in at least one fifteen (15) minute survey teleconference call every sixty (60) days Optionally, Advisor may respond to the bi-monthly survey request via email or Internet-based survey fulfillment Results of such CDI market research surveys shall be aggregated by the Institute & made available to all Advisory Council members In no case, shall any Advisor-specific survey information be made available to other parties unless Advisor has specifically agreed to the release of such information in writing

Fifty organizations who receive unlimited CDI-MDM advice to key individuals, e.g. CTOs, CIOs, & CDI project leads

Representative Members• 3M

• Bell Canada

• Caterpillar

• Citizens Communications

• COUNTRY Financials

• Educational Testing Services

• GE Healthcare

• Honeywell

• Intuit

• MCI

• McKesson

• Medtronic

• Microsoft

• Motorola

• National Australia Bank

• Nationwide Insurance

• Novartis

• Roche Labs

• Rogers Communications

• Scholastic

• Skura

• SunTrust

• Westpac


Working Definitions

Data Governance (DG) Data Governance (DG)

Customer Data Integration (CDI)

Customer Data Integration (CDI)

Processes & technologies for recognizing a customer & its relationships at any touch-

point while aggregating, managing & harmonizing

accurate, up-to-date knowledge about that

customer to deliver it ‘just in time’ in an actionable form to

touch-points.

Formal orchestration of people, process, & technology to enable an organization to leverage data as an enterprise asset.

Master Data Management (MDM)

Master Data Management (MDM)

The authoritative, reliable foundation for data used

across many applications & constituencies with the goal

to provide a single view of the truth no matter where it lies.

CDI is mandatory first step for most organizations on journey to MDM


Working Sub-Definitions

For most G5000 enterprises, multiple (often all) variants will be needed to make MDM initiatives successful

Analytical MDM Analytical MDM Definition, creation, & analysis of

master data; examples: counterparty risk mgmt apps &

financial reporting consolidation

Collaborative MDM Collaborative MDM Definition, creation, &

synchronization of master reference data via workflow & check-in / check-out services;

examples: PIM data hubs & AML

Operational MDM Operational MDM

Definition, creation, & synchronization of master data

required for transactional systems & delivered via SOA; examples: near R/T customer

hubs & securities masters


Solidifying Requirements for 3rd Generation CDI-MDM Solutions

Multi-entity hub capabilities SOA/shared services architecture with evolution to “process hubs”Sophisticated hierarchy management High-performance identity managementData governance-ready framework

MASTER DATA

SEARCH

MASTER DATA

MODELING

MASTERDATA

APPLICATIONS

CDI-MDMMASTER

DATA PREPAR-

ATION

MASTERDATA

GOVERNANCE

MASTERDATA

MOVEMENT

Global 5000 enterprises’ “multi-hub” scenarios mandate architectural/infrastructure approach to CDI-MDM


Master Data Management Applications

Data, process, & policy hubsCDI data hubs: Amdocs; DataFlux; IBM WCC; Initiate Systems; Nimaya; Oracle CDH; Oracle UCM; Purisma; Siperian; Teradata MDM; VisionWarePIM data hubs: Comergent Technologies; Extol; FullTilt Solutions; GXS; Hybris; i2 MDM; IBM WCC (formerly Trigo); Liaison Technologies; Oracle PIM Data Hub; Riversand; SAP NetWeaver MDM; TIBCO CIMFinancial integration data hubs: Hyperion Solutions MDM; MetaVante Hub; Teradata Integrated Risk MgmtLife sciences data hubs: Cegedim; Dendrite Others, e.g. citizen data hubs, privacy preference management hubs

Enterprise information management (EIM) frameworksAbove All (Composite Application Platform); Attunity; BusinessObjects (Data Integrator XI); Composite; Cordys; Data Foundations (OneData); DataLever; Denodo; Extraprise i2i Platform; Group/1 CDI Suite; Hewlett-Packard ZLE; Kalido; MetaMatrix; ObjectRiver MDM; TIBCO (Collaborative Information Manager)

Master reference data hubsAML reference masters ; Counterparty reference masters; Pricing masters; Security reference masters; Vendors: Cicada, Data Foundations; Fidelity Compliance Hub; GoldenSource; Human Inference Blacklist Watch; Oracle Universal Pricing Master, TIBCO CIM

Off-the-shelf apps & accelerator frameworks that employ various master data technologies to create & maintain an

integrated set of master data entities such as party (customer/supplier/vendor) & product


Master Data Modeling/Data Governance

Data modelsVendors: GoldenSource Data Model; IBM Information Framework; Oracle Trading Community Architecture; Teradata LDMs; Universal Data Models

Metadata managementVendors: ASG Rochade; CA Platinum Repository; IBM Business Reference Directory; Sypherlink Harvester

MethodologyVendors: Deloitte/Informatica; IBM Data Governance Method1, TIBCO Accelerated Value Framework (AVF)

The various software tools used to model both reference & operational master data; the methodologies & lifecycle

tools to manage enterprise master data as an asset


Master Data Preparation

Data profilingVendors: IBM WebSphere ProfileStage; Informatica Data Explorer (formerly Evoke); Netrics

Data cleansingVendors: Business Objects Data Integrator: Cleansing; Human Inference HIquality; IBM WebSphere Quality Stage (formerly Vality); Informatica Data Quality Workbench (formerly Similarity); Innovative Systems ; Netrics; Pitney Bowes/Group 1; Platon Address Doctor; Silver Creek Systems DataLens System; Sypherlink Learning Lexicon; Harte-Hanks Trillium Software

Identity Resolution/Identity Matching/Entity MatchingVendors: Acxiom AbiliTec; Austin Tetra; Dun & Bradstreet; Experian TruVue; Identity Systems; Nimaya IdentitySync; Purisma; Stratature +EDM; Initiate Systems Identity Hub; Netrics; Silver Creek Systems DataLens System

The various software & managed service provider solutions which enhance the quality & enrich the content of master data entities such as a “unified customer view”

or “unified physician view”


Master Data Movement

Business process management (BPM) & rules enginesVendors: BEA AquaLogic Business Service Integration platform (formerly Fuego); Ilog; Fair Isaac Blaze; Experio; TIBCO Staffware Process Suite

Data federation/distributed query; enterprise application integration (EAI); enterprise information integration (EII); extract, transform, load (ETL); global data synchronization (GDS)

Vendors: Ab Initio; BEA AquaLogic; BusinessObjects Data Integrator; Composite Software; Cross Z Solutions; Data Mirror; Denodo; Exeros; GoldenGate Software; IBM WebSphere DataStage (formerly Prism); IBM WebSphere Information Integrator; Informatica PowerCenter; Information Builders; Initiate Systems Data Federation; Ipedo; MetaMatrix; Oracle WarehouseBuilder/Sunopsis; Pervasive Data Junction; SAS Warehouse Studio; Software AG (Enterprise Information Integrator); Sun SeeBeyond ICAN Suite; Sybase Data Integration Suite; Sypherlink; TIBCO BusinessWorks (EAI), TIBCO DataExchange (ETL) , TIBCO CIM (GDS); webMethods

The various middleware technologies used to perform the amalgamation of master data via aggregation,

propagation, replication, & synchronization technologies


MASTER DATA SEARCH

Vendors:Attensity; ClearForest; BrightPlanet Deep Query Manager; Convera Technologies RetrievalWare; Endeca(Information Access Platform); IBM WebSphere Information Integration Search (Venetica); Insightful Corp. InFact; Inxight Software SmartDiscovery Analysis Server

Exploratory search & search engines incorporating both structured & unstructured information for a variety of applications such as catalog management, deep web

search & enterprise search


“Top 10” CDI Evaluation Criteria

1. Customer data model2. Business services3. Identity management4. Data management5. Architecture6. Infrastructure7. Connectivity 8. Analytics9. Developer productivity10.Vendor integrity

Infrastructure fracas will escalate as mega app vendors rush to dominate business services/processes & data models as high ground


#1 Criteria = Customer Data Model

Multi-party model to support complex roles & relationships

Demographic profile (name, address, phone number, marital status, etc.)Roles & relationships between parties (including companyhierarchies)Additional related entities (entitlements, products, preferences)Data heritage, change history & survivorshipRegulatory & privacy rules

Industry-specific (vertical) extensionsAbility to import industry standard or custom-built data models – e.g., IBM IAA, OASIS CIQ, Siebel CIF, Hogan CIS

Depth & breadth of data model – plus ability to adapt statically & on-the-fly – provide a solid CDI foundation


#2 Criteria = Business Services

External workflow engine & web services transaction support – e.g., business process management (BPM)

Rules engineEnd-to-end support with operational applicationsBusiness semantic-driven horizontal customer processes – e.g. add party, change address, retire customers

“Best practice” templates for both horizontal & vertical customer – e.g., related processes

Compatibility with existing infrastructure investments – e.g., Tibco, MQ-Series, etc.Standards – e.g., OMG’s Model-Driven Architecture (MDA), WS-Coordination, WS-Transaction, & BPEL

Functionality & extensibility of business services are critical evaluation criteria for CDI solutions – longer term “process hubs” are the goal


#3 Criteria = Identity Management

Very high performance matching/aggregation/searchAbility to generate or incorporate “universal” master keysCross-reference management – e.g., 1:M support, enforcement of cross-referencing

Support for all identity types – e.g., individual, household, organization

Change detection and event mgmt – e.g., propagation & validation, in-doubt resolution

Support for privacy regulations – e.g., SB-168 (remediation of SSN off of any public document

Non-obvious/intrusive entity resolution

Smart matching plus effective human intervention –& automated actions – yield better identity management


#4 Criteria = Data Management

Consolidation & survivorship rules (intelligent merge/unmerge)Application- & role-level authorizationEnd-to-end data mgmt processes to enforce data qualityData cleansing

Address cleansing & standardizationPre-built integration to leading DQ toolsClosed loop-DQData profiling

Central enforcement & tracking of DQ Integration with Web-enabled aggregator dataComplex, long running transactionSupport for multiple master data types – e.g., reference, transactionsComprehensive set of customer attributes for complete profileHistory & audit trails

Goal is to create end-to-end data mgmt processes that may be invoked by other major customer facing subsystems in addition to CRM package


#5 Criteria = Architecture

Multi-modality architecturesVirtual/registryPersistenceConfederation

Multi-modal securityProfile access controlIntegration with security of DB, CRM & ERP Role-based user rights mgmt

Compliance with regulatory mandates

Given the generational evolution of CDI styles, it is vital to select a CDI solution specifically tuned

for a given set of long term CDI requirements


#6 Criteria = Infrastructure

Scalability – e.g., in-memory or cache DBs; just-in-time aggregation Manageability - e.g., system management & monitoring tools Accessibility – e.g., ability to service wide-range of performance levels Availability – e.g., resilience to various failure situations such as hardware & network outages; continuous data maintenance/ synchronization

As “single point of failure” asset, CDI internal infrastructure has all the requirements of mission-critical applications

& must be evaluated so


#7 Criteria = Connectivity

Rigorous multi-model support for all integration modesReal-time

Tightly-coupled (COM, Java, CORBA)Loosely-coupled (IBM MQ Series, XML/HTTP, integration servers)

Near real-timeLoosely-coupled (IBM MQ AMI, XML/HTTP, integration servers)

BatchEDI, RosettaNet

Pre-packaged integration processes & templatesIntelligent routing – e.g., alerts, content-based routing & pub-sub

CDI solutions should provide rigorous multi-model support for all usage/integration modes


#8 Criteria = Analytics

Customer segmentation & targeting for cross-sell & up-sell In-line analytics for closed-loop marketingData profiling to manage “degree of trust” associated with given master customer data source (e.g., completeness, uniqueness, accuracy, & lineage)

No longer are batch-oriented data marts or data warehouses sufficient to provide fundamental analytics necessary to drive customer profitability &

value assessments (to enable JIT & differentiated service)


#9 Criteria = Developer Productivity

Life-cycle approachSystems management tools

Change managementSoftware distributionTesting

CMM complianceMethodology

CDI ultimate goal is user-driven rules management, yet IT professionals (data stewards, et al) must set up & fine-tune this mission-critical

infrastructure


#10 Criteria = Vendor Integrity

References vs. proof-of-conceptsProfessional services – work done by IT vendor to assist in the delivery of solution via methodology, process, skills transfer, etc.

QualityBreadthCustomization

Corporate agility – Ability to respond, change direction, etc. in Responsiveness/Development Processes/FlexibilityPersonnel – Mix of skills, expertise, experience, etc.

Leadership/available skillsExpertise/intellectual property

Financials – Combo of financial resources, liquidity, etc.Access to capitalProfitabilityGrowth rate

CDI solutions have all the requirements of mission-critical applications –vendors must be evaluated so


Competitive Field Reports**

D&B Integration Mgr

DataFlux

Data Foundations OneData

Hyperion MDM

i2 MDM

IBM WebSphere Customer Center

Initiate Systems

Kalido MDM

Oracle Customer Data Hub

Oracle Universal Customer Master

Purisma Data Hub

SAP NetWeaver MDM

Siperian MDM Hub

Teradata MDM

** Persisted customer data hubs with minimum 5 installs


Field Report: D&B Integration Manager

StrengthsOperational & Analytical MDM Hub-extensible registry stylePure CDI solutions – esp. mktg departments

Best-in-class matching for business ID – e.g. match engine with B2B emphasis

Reference-based matchingB2B hierarchy acceleratorHosting services available~$100M aggregate revenue within $1.7B DSP References – Cisco, EMC, Microsoft Live, Oracle, Sun Microsystems, …

WeaknessesActive hierarchy mgmtLack of strong SI channelLack of vertical strategy2nd tier CDI-MDM vendor alliances evolvingUnder invested in marketingStruggles to perform as S/W vendorPerformance / scaling


Field Report: DataFlux

WeaknessesHigh-end proof pointMinimal CDI-MDM referencesLack of SI channelsLack of BPM/workflow for “policy hubs”

StrengthsIntegrated DQMulti-entity data modelSOAModest data governanceSAS “deep pockets”SAS channelMidmarket references –American Heart Association, Aspect, Intrawest, StorageTek,


Field Report: Data Foundations OneData

StrengthsFull lifecycle with DG frameworkIntegrated customer, product & vendor master data Data model flexibilityFull SOAFocus on MDM & reference dataSophisticated hierarchy mgmt – relationship charts, rules mgmtPrice

WeaknessesPrimarily a tool kitLack of strong SI channelUnder invested in marketingLack of CDI references


Field Report: Hyperion MDM

StrengthsAnalytical MDMMature product (due to Razza acquisition)Hierarchy mgmt for reporting, performance mgmt, DW, …Robust business rules engine Intuitive change mgmt suitable for business usersStrength in financialsIntegration with HYSL corporate performance mgmt apps & othersHYSL sales force as channel

WeaknessesLack of CDI referencesUncertain MDM future due to pending M&A by ORCL & subsequent fallout with SAP


Field Report: i2 Master Data Management

StrengthsFull lifecycleIntegrated enterprise MDM – customer, product & vendorFull SOA incl reference workflowsRetail, mfg, PIM & vendor mgmt expertiseData model flexibilityFocus on MDM (10+ years & over 1K implementations experience in data models, data semantics & data mgmt)Separate division for Marketing & Sales MDM

WeaknessesLack of strong SI channelUnder investment in marketing = name recognition & market awareness issuesLack of CDI references


Field Report: IBM WebSphere Customer Center

WeaknessesData governance strategy maturingBPM/EAI strategy is maturing for process hubsRegistry strategy still maturing“Forced fit” with WebSphere family (Product Center, Information Server)

StrengthsMDM for analytical & operationalSOA architecture provides for hub swap-outIndustry model expertiseMomentum – AT&T, BankAmerica, Barclays, Canadian Tire, CWI (Holland Workers Compensation), Irish Life, De Lage Landen/RABO, Mastercard, Norwich Union Life, Post Finance, …

High-end production sites –BCE, Citi, MetLife, …

IBM GBS channel + TCS & Wipro


Field Report: Initiate Systems Identity Hub

WeaknessesData governance strategy missing including high performance rules engine & process hub

Persistence strategy still ramping up

SI channel ramping up –ANC, BE, IBM

Lack of integrated DQ

StrengthsFast time-to-value

Real-time probabilistic match scalability

Public references –Countrywide, Intuit, Microsoft, UPMC, …

Healthcare, hospitality & retail pharmacy expertise

50% growth in customer base


Field Report:Kalido MDM

StrengthsAnalytical MDM reporting Customer, product, financial, supplier, employee, KPI, etc. References – BP, Nationwide, Labatt, Owens Corning, Shell, …

Process flows for complex data governanceFocus on MDM for analytics & corporate performance mgmtMDM methodology & workflow engineTime variance support for change mgmt

WeaknessesNot focused on operational MDMLack of strong SI channelUnder invested in marketingEnterprise DW positioning vs. early MDM proponentPerformance / scaling (resolved in MDM 8R3?)


Field Report: Oracle Customer Data Hub

WeaknessesHigh-end referencesFair-to-meek customer recognition capabilityBest fit is mid-market & B2B Lack of industry-specific data models

StrengthsStrong enterprise MDM visionMid-market references –BBC-TV, Church Pension Group, IHOP, Master Lock, Network Appliance, The CIT Group, …

High-tech mfg expertiseTrading community architectureGlobal ID generation, mgmt & x-refIntegrated DQ & analyticsFuture integration with Oracle DB


Field Report: Oracle-Siebel Universal Customer Master

WeaknessesData governance strategy just evolving – at tactical data stewardship levelShifting roadmap for future integration of hubs, & also with appsIntelligent batch load scaling issues**

StrengthsStrong enterprise MDM visionFirst to mkt with process hub (Privacy Management Policy Hub)Momentum & expertise in telco & retail bankingHigh-end production sites –Endesa, Home Depot, UMB Bank, TFS, …

Integrated DQ & analyticsStrong SI channelFuture Oracle DB integration **Resolved by Oracle Data Integrator (a.k.a. Sunopsys)


Field Report: Purisma Data Hub

WeaknessesLack of strong SI channelUnder invested in marketingScarce references

StrengthsB2B, B2C, & B2B2C hierarchy management

Global ID capability

Appliance model

Data governance accelerator

Strong partnerships with D&B & Business Objects


Field Report: SAP NetWeaver Master Data Management

WeaknessesOperational MDM lacking

M/W only for transport Batch-like SAP XI required for data movement

“Customer” data type still maturing

No party-based data model ... “business partner” ≠customerMDM 5.5 sp4 data model does not support party conceptOnly simple 2 layer hierarchiesMatching works but no AUTOMERGE

StrengthsAnalytical MDM reporting

Quantity of MDM references – Adidas, Intel, Nortel, Whirlpool, …

Supply chain expertise

PIM focus – product

information management

Image management (catalog publishing)

SAP underpinnings for change mgmt


Field Report: Siperian MDM Hub

StrengthsField-tested multi-entity support– Products/Customers– B2B/B2C/B2B2C– Employee/Contractor/Clinical Protocol/Product

Multiple implementation architecturesFederated architecture + high-speed match & linkStrong partnership with Identity Systems Pharma & financial services expertise/momentum

WeaknessesEntity lifecycle mgmt –esp. data governanceSI & data service provider partnerships still maturingUnder invested in marketingPerceived as “pharma-centric”


Field Report: Teradata Master Data Management

StrengthsAnalytical + Operational MDM Full lifecycle & process flows for multi-entity support Proven data models with industry expertise – Banking, Insurance, Retail, Telco, Travel & Transportation

Consolidated platform for EDW & MDM as unified/single repository of enterprise master data = lower TCO Integrated risk management

WeaknessesMissing formal CDI solutionOperational data governance strategy evolvingMinimal references given it is a new solution


Bottom Line

Acknowledge that no single vendor “does it all well”

Analytical vs. Operational vs. Collaborative MDMB2B vs. B2C vs. B2B2CBatch vs. real-time

Recognize that industry expertise matters Test drive matching & consulting expertiseApply data stewardship tools for business users for long-term data sustainability


How to Leverage the CDI-MDM Institute

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technical evaluation criteria & field reports for cdi … zornes founder & chief research...

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