using force.com and dell boomi mdm to drive better master data management

Case Study:Using Force.com and Dell Boomi MDM to Drive Better Master Data Management

March 16, 2015

Rob Saker

Chief Data Officer

2

People Presence Performance

• Record speed to shelf

• World-class sell-in rates

• Industry-recognized in-store and out-of-store programs

• 35,000+ employees

• Highly trained & experienced

• World-class talent

• 1,100+ customer buying points

• 700,000+ US retail outlets served

• 29,000,000+ in-store hours/yr

• 7,000,000+ out-of-store hours/yr

GROWING BRANDS FOR OVER 110 YEARS

HEADQUARTERED IN PLANO, TX WITH OFFICES THROUGHOUT THE U.S., CANADA, MEXICO, AUSTRALIA, AND NEW ZEALAND

CROSSMARK IS THE SMARTER WAY TO FASTER GROWTH.

Crossmark sits in a unique position in the market with direct engagement across manufacturers, retailers and consumers.

Consumers

Retailers Manufacturers

• Digital, social, experiential, affinity, panel,

consumer incentives

• Hundreds of thousands of direct engagements

• Millions of loyalty/affinity card members

Helping manufacturers activate their

products with retailers and

consumers.

• Planning, forecasts, sales to

retailer, promotion, digital

Helping retailers manage their

store activities.

• POS, assortment, planograms,

beacons, loyalty, digital.

• Billions of direct observation

data points at retail per year

Manufacturer Data

Consumer Data

Retailer Data

4

Consumer Packaged Goods Retailers

Integrated Retail Solution

5

CROSSMARK Agency 2 Agency 3

SELL PLAN ASSIGN EXECUTE REPORT

Category

Resets

Voluntary

Vendor Spend

Experiential

Marketing

Store

Projects

Crowdsourcing

Agency 4 Agency 5

• Work Planning & Creation

• Agency Assignment

• Collaboration

• Work Results

• Reporting & Dashboards

• Worker Assignment

• Work Execution

• Collaboration

• Field Activation

• Field Reporting

• Configurations

• Leverage standard service

templates to support

Cloud Powers CROSSMARK’s Modern Architecture

6

Enterprise Workforce Management

Managing a workforce of 35,000 in the US, Canada, Mexico, New

Zealand and Australia

Enterprise Reporting & AnalyticsCROSSMARK leverages cloud based reporting to power tens of thousands of both internal employees and our customers.

Retailer SolutionCROSSMARK has built several proprietary industry solutions on the Force.com platform, including our widely recognized Retailer Management Solution.

DataCROSSMARK leverages Azure to

power its big data capabilities.

Support SystemsCROSSMARK leverages many

cloud based support platforms to run it’s business.

MDM Authoring PlatformUsing the Force.com platform and Dell Boomi MDM, CROSSMARK built a location authoring platform.

7

How do you define a place?

Blood Mountain as part of Georgia Appalachian Trail, via Google Maps

USGS Benchmark Coin

Appalachian Trail Section Map from “2015 Northbound The AT Guide”

Blood Mountain, GA via Google Maps

34.74002,-83.93743

How our Customers Define a Place

8

There are inconsistencies in definitions within the same industry, and even the same company on the definition of a place.

Consumer Packaged Goods

Place may be a reflection of supply chain focus (ERP), including Ship to’s, Sold to’s, distribution centers, and wholesalers.

For Marketing and Sales, “Place” may be an industry definition of a location from Nielsen TDLinx or VIP.

Retailers

Place may be individual stores, regions, divisions or market areas.

Retailers may also look at place from a source of supply, including their own distribution centers.

When is a Place not just a Place?

9

The Superbowl isn’t just a 4 hour event on

television

Or what happens in the stadium

10

It’s a weekend of activities shared by millions.

When a Place is More Than a Place

11

The right Place definition enables us to monitor & measure the interaction with brands at key events before, during and after the event.

And integrate with our internal knowledge & execution data to identify unique opportunities.

How CROSSMARK Defines a Place

12

A Place is not just where we sell. It is anywhere we engage in the activation of brands. We must be able to monitor, target, plan and activate against one definition of a Place.

Location Area

A Location is a specific place registered for an activity.

An area is a set of geocoordinates that defines a space,

path or area. The benefit of an area is it allows us to

identify all Locations and Sublocations within or near the

area, without having to name each Location.

The purpose of the Area is to enable better targeting and

planning.

Retail outlets

Residences/domiciles

Business locations

Stadiums

Amusement parks

Parks

Mass transit locations

Government offices

Standard circumference around a location (KML)

Effective boundary of a large Location (e.g. amusement

park, stadium)

Street festivals

A path such as a trail or parade route

Predefined Areas could include countries, states,

MSAs/DMAs, counties, census blocs

Wh

at

it is

Ex

am

ple

s

13

Where CROSSMARK

began the MDM journey

The Situation

14

CROSSMARK had seen it’s technology ecosystem grow organically over 15 years, consisting of primarily internally built, internally hosted solutions.

Our new CIO started the digital transformation of the organization 18 months ago with a push to a cloud-first approach centralized around Salesforce and the Force.complatform.

• In addition to transforming the application architecture, CROSSMARK still had traditional MDM challenges:

• “Master data management” was an unknown formal practice• Extensive point-to-point integrations• Multiple versions of the truth; inefficient “mastering” processes

The MDM project began in late April of 2015.

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The key to successful Enterprise Information

Management isn’t the technology, it’s the discussions

and processes around creation, governance, and

extending the use of data.

We want technology that is quick to deliver value, robust,

flexible and fast, so we can focus on the value drivers.

MDM Maturity

16

Level 1 Initial

Level 2Developing

Level 3Defined

Level 4Managed

Level 5Optimizing

Vision None Bottom-up initiatives onlyTop-down, but limited in

visionUnifying vision for cross-

enterprise MDMKey enabler of business

success

Strategy None No enterprise strategyFocus on domains or use

casesConsistent and integrated

approachOngoing investment and

improvement

Governance No one has responsibilityIT-led; lacking business

involvementDomain-level governance

Cross-enterprise multidomain governance

Well-established cross-enterprise governance

Organization No data stewardsDeveloping the culture of

data stewardshipPotentially strong team,

but limited in scope

Centralization or federation of data

steward groups

Well-established cross-enterprise stewardship

ProcessesSilo-based – applications

or functionsStarting to think in terms

of the data life cycleFocus on data life cycle at

domain levelBest practice shared across the enterprise

Continue to optimize the life cycle

TechnologyFew or no data quality

toolsData quality tools, but no

MDM solutions

One or more disconnected MDM

solutions

Integrated and consistent set of capabilities


MetricsNo metrics scheme for

master dataStarting to develop DQ

metricsSuccessful use of metrics

at the domain levelUsing metrics to measure

success cross-domainBasis of management and

investment

Previous

state

Point-to-Point Integrations of Master Data

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SalesTrak Employees

D2

SalesTrak Rep-Supervisor

RelationshipD4

Service Now Employees

D18

Concur UsersD4

Active Directory Internal

AccountsD6

Office 365 Accounts

D7

Kenexa Employees

D20

Kenexa Applicants

D22

Import Lawson Employees into

SalesTrakP1


KenexaP6

Import Hiring Managers into

KenexaP5

Kenexa Hiring Managers

D21


KMSP7

KMS Employee

MasterD24

KMS New HiresD23

Import Hired Applicants into

KMSP31

Service Now Division

ManagersD19

Update Employee-Supervisor

Relationship for Retail Reps

P3

SalesTrak Field Management

InterfaceI12

Retail Supervisors Change Rep Territory

AssignmentP2

Kenexa Applicant Tracking Interface

I6

Export New Hires Who Have completed their

OnboardingP32

New Hire FileD24

Import New Hire File into Lawson

P33

Fill open positions with new hires or

existing employees

P32

Lawson Employee

Change LogD12

Export Employee

Changes to Change Log

TableP36Personnel Action

FormI13

Submit a PAF for Employee

Changes to HRP35

MindLeadersI9

PutnamI10

Benefit FocusI11

Mercury Fulfillment

I14

TALXI8

Add Employee ID Into Kenexa

P34

Division Manager Table

D11

Extract List of Division

Managers to Service Now

Employee ID-AD Cross-Reference

TableD26

Extract Employee ID & Active Directory Account

Active Directory Changes

P40

Employee Database View

Lawson to Concur

Employee ExportP4

Address Change Batch file

Direct Deposit & Emergency

Contact Updates

AMS Employees

D10

CROSSView Planner Interface

I10

List of emps who need Food Safety certifications to

MindLeadersP10

List of Employees to Putnam

P11

List of Employees to Benefits Focus

P12

List of Employees to Mercury Fulfillment

P16

Employee data and ACA data to TALX

P19

Mercury Fulfillment

I14

CignaI1

List of Employees to Mercury Fulfillment

P16

(Future) Employee data to Cigna

P29

ComDataI2

Chase Pay CardsI3

Employee data to ComData

P21

Send list of employees who will be paid on a payment

cardP23

List of all Employees to

AMSP13

List of Employees to Service Now

P17

Manually Update Division Manager

List


cardP23

Timesheet Employee Data

D8


cardP23

Timesheet Manager data

D9


cardP23

Timesheet Manager data

D9

Employee data to Workers' Comp Insurance provider

P27

Workers Comp Insurance Provider

I5

Employee Self Serve

I15

KMS User Interface

I7

New Hire Fills out KMS

Paperwork

BlueVueI16

Employee data to BlueVue

P25

Gigwalk Entity Integration

D17

New Employee Mailbox Creation

P36

Employee Data to Gigwalk

P28

Gigwalk Customers

I17

Hyperion EmployeeD15

Employee data to Hyperion

P26

Employee Client Permissions

D5

Manually Manage List of

Employee Client Permissions

P37

CAP User Create Application

I19

Create CAP (Au & NZ) users in Active

DirectoryP41

Create CAP (Australia & NZ) employees in

SalesTrakP42

Lawson Employees

D1

The previous “master data” approach was a series of point-to-point-to-point integrations.

• Hosted entirely internally with limited ability to integrate with external solutions.

• Often conflicting data from multiple sources creates multiple sources of truth.

• Multiple silo’s of management for the same domains

• Added cost and complexity to development and support

• Increased operational costs due to incorrect master data.

Complex Authoring Process(es)

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Receive list with no TDLinx IDs

Size?

Preferred Retailer?

Compare with Store Assignment Spreadsheet

Is complete?

Compare with STNG

Match Locations

Location #ConcatenationBannersGroup match

No conformingNo enrichment

Opportunity to check active status

Is inactive & needs to be

active?New Store? Ticket to create TDLinx IDs

Ticket to change status

YesNo

NoYes

Yes

No

Yes

Small

IT Operations Receives Ticket

No

TDLinx Match?

Location DB

TDLinx Request

Surrogate ID

Yes

Receive updated TDLinx ID

Nielsen receives and processes request

Large

Match Locations




Functional Teams IT Operations Nielsen

Up to 4 weeks

High Upfront Costs of Traditional MDM Solutions

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Software

purchase

On-premise server

purchase

Traditional MDM solutions

require a large upfront

CapEx investment

Realized value

+

+

Ongoing support

Ongoing support

Ongoing support

Year 0 Year 1 Year 2

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Our Approach

MDM Priorities

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CROSSMARK’s key priorities for Master Data Management: Place.

01 Drive increased business agility. Define a Place once in a way that enables us to plan, manage and engage with CPG firms, Retailers and Consumers.

03

Elastic Scalability. The solution must allow CROSSMARK to efficiently scale as the company grows.02

04 Cloud-first architecture. The MDM solution must support integration with Salesforce, Force.com and other cloud providers, as well as internal platforms.

Enhanced Authoring. The solution must reduce the operating time needed to author master data while maintaining data quality.

05Accelerate Timelines. The MDM solution needed to help drive Digital Transformation, despite starting 14 months after the inception.

Project Approach

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• Leveraged cloud based platform to accelerate the realization of value.

• Custom Force.com application for the creation of Place records.

• Dell Boomi MDM for the mastering and management of Places.

• Dell Boomi for integration between Force.com, Boomi MDM and other systems.

• Loquat for address cleansing and enrichment.

• Google Location API for additional enrichment.

• Place data sourced from multiple locations.

• Initially Agile approach, later switched to Kanban.

Development & Implementation Timeline

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Total time from initial kickoff to production was 4 months.

CleansingUsing the Boomi MDM process and other

tools, cleansed 800,000 place records.

DesignModeled existing & future needs for Place

data.

DevelopDeveloped authoring UX and Boomi integrations, including advanced matching algorithms.

TrainingDevelopers attended both Dell Boomi MDM and Force.comtraining.

Finish

START

Data cleansing & preparation

Scoping

Integration

Design

Develop

Migration

Multisource Model of Place Data

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PlaceOne record for a placeCROSSMARK Source

Syndicated Source

Retailer Source

Client Source

CROSSMARK receives Place data from vendors and customers that are often duplicative but not linked.

The Dell Boomi MDM platform provides us the ability to develop custom models that span our clients, vendors and our definition of a domain.

When a Place from a different source is identified, the system establishes a cross-reference to that source identifier.

The cross-reference capability also was critical in migrating from old systems to new, allowing us to build a deprecation path.

This enables CROSSMARK to master a Place once, while being able to communicate natively to our customers with their identifiers.

Governance

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We did not follow the suggested “best practices” in establishing our data governance structures. CROSSMARK had very low data maturity and needed to be “shown” how the process should work.

• We did establish standard processes for creation, editing, mastering and use of data.

• We did secure a domain owner at the start of the initiative.

• We did not establish business data stewards at launch.

• We did not immediately grant business users the ability to create records.

Data Entry

Data Steward

Data Owner

Force.com Mastering Application

26

Individual Entry

Enables data entrants to enter or modify individual domain

records.

Bulk Upload

Provides data entrants the ability to directly upload up to

10,000 places via a file.

Dell Boomi MDM Stewarding Interface

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Quarantine Summary

Dell Boomi MDM provides a consolidated view for data stewards to manage records in the quarantine.

Quarantine Detail

Dell Boomi MDM provides prebuilt views for data stewards to view and depose quarantined records.

Leveraging Algorithms & API’s Radically Speeds Mastering & Enrichment

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Receive list with no TDLinx IDs

Match Locations Process




Ticket to create TDLinx IDs and/or change status

YesIT Operations Receives

TicketTDLinx Match?

Location DB

TDLinx Request

Surrogate ID

Yes

Receive updated TDLinx ID

Nielsen receives and processes request

Check against Location DB

Functional Teams IT Operations Nielsen

New Authoring Process

We decreased our location mastering time from a maximum of 4 weeks (50,000 places) of all manual effort.

• We have one process for the creation and mastering of Places.

• The process uses Loquat service to enrich and standardize relevant location records across 170 countries.

• We integrate with additional API’s to further enrich records.

• We developed advanced algorithms and fuzzy matching on Boomi MDM to manage previously manual tasks.

• We have decreased the amount of manual touching of records.

• Most records are processed automatically within seconds.

Cloud-based MDM Efficiently Scales to Size of the Business

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Software

license

Boomi MDM enables

CROSSMARK to quickly

scale out cloud based

AtomSphere nodes to meet

increased demand as our

business continues to grow

Realized value

Year 0 Year 1 Year 2

Software

license

Software

license

MDM: Place Maturity

30

Level 1 Initial

Level 2Developing

Level 3Defined

Level 4Managed

Level 5Optimizing

Vision None Bottom-up initiatives onlyTop-down, but limited in

visionUnifying vision for cross-

enterprise MDMKey enabler of business

success

Strategy None No enterprise strategyFocus on domains or use

casesConsistent and integrated

approachOngoing investment and

improvement

Governance No one has responsibilityIT-led; lacking business

involvementDomain-level governance

Cross-enterprise multidomain governance

Well-established cross-enterprise governance

Organization No data stewardsDeveloping the culture of

data stewardshipPotentially strong team,

but limited in scope

Centralization or federation of data

steward groups

Well-established cross-enterprise stewardship

ProcessesSilo-based – applications

or functionsStarting to think in terms

of the data life cycleFocus on data life cycle at

domain levelBest practice shared across the enterprise

Continue to optimize the life cycle

TechnologyFew or no data quality

toolsData quality tools, but no

MDM solutions

One or more disconnected MDM

solutions



MetricsNo metrics scheme for

master dataStarting to develop DQ

metricsSuccessful use of metrics

at the domain levelUsing metrics to measure

success cross-domainBasis of management and

investment

Current state

Place Master Data at Use

31

Using Place Master Data to Drive Operational Activities

2

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3

5Reporting & Analysis

Providing CROSSMARK, CPG’s and Retailers direct access to view activities at retail.

FinanceGL, Financial Planning & Analysis tools for managing the profitability of our business.

Billing & PayrollInternal system that collects work data and mileage, bills clients, and compensates employees.

Workforce ManagementTool that optimizes the work and collects

details for 35,000 field workers.

Retailer SolutionCROSSMARK system used by retailers

used to manage work within their stores.

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• Simplification. New Force.com authoring platform for Locations that consolidates from four to one the ways Locations were being maintained.

• Faster updates and more accurate. New records went from 4 weeks of manual effort to 1 hour

• Improved accuracy. Eliminated 40,000 duplicate records and improved the accuracy of all records worldwide.

• Stronger client and customer communication. Cross-referencing capability that enables us to match client, customer, Nielsen and other location identifiers back to one CROSSMARK location.

Flawless

implementation!

800,000 locations migrated

0 hours business disruption

0 support tickets created

From up to 4 weeks to 1 hour on

average

The “Let’s Make a Bet” Project

33

Coming off a highly successful Location implementation, challenged the team to build a new end-to-end solution for our Services.

• Three-tier service definition.• Leveraged across the US, Canada, Mexico, and AsiaPac.• Dealing with our CPG, Retail, and Marketing work.• Is central to the accurate selling, planning, execution and measurement of over 30

million events per year.

• One month to build authoring & editing, implement domain in Dell Boomi MDM, integrate Force.com to Boomi MDM, and setup one subscribing system.

34

Success

100 top level services implemented

Custom Force.com application created

Integration to our data warehouse

(and BTW, did it in 3 weeks)

35

Our MDM Path

Start

Q2 2016

Services Domain

One month to create domain end-to-end for the definition of our services.

Q1 2016

CROSSMARK has been live on Dell Boomi MDM since August 2015.

Locations Domain

Four months to create domain end-to-end for the definition of our Locations.

36

Questions Domain

Driving standardization across our work activities.

Q3 2016

Q4 2016

Products Domain

Begin implementing consumer products domain with ordering and consumer product

attributes.

37

To be Continued…..

Additional Domains

We have identified 9 domains in total for mastering, including Employees, Clients, Customers, Products,

Services, Places and more.

38

Key Learnings

Far faster development than we expectedWe had working prototypes of the end-to-end process in place within 1 month. Algorithm development was the most complex, with 2 months of iterations.

Be pragmatic about “Expert” adviceWe ignored ½ of the Gartner “must dos to be successful,” and yet were very successful. Your implementation must reflect reality of your organizational readiness.

API Integration is very powerfulThe ability to integrate to external API providers is extremely powerful. We think it will enable the next waves of analytically derived master data.

Mock cutovers helpedWe did one mock cutover that exposed process challenges. Our full cutover went flawlessly.

Dell Has ListenedWe’re working with Dell on continued development in data stewardship and profiling capabilities. They have quickly embraced our suggestions and integrated them in their roadmap

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THANK YOU

Rob Saker

Chief Data Officer, CROSSMARK

@robsaker

[email protected]

https://twitter.com/robsaker

mailto:[email protected]