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Oracle Customer Data Management David Judd Senior Sales Consultant, Oracle david.judd@oracle.com Where Are Your Sources of Truth? Department Most Reliable Data ServiceProducts Used SalesContacts Web SiteWeb Address FinancialsAbility to Pay MarketingDemographics

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Oracle Customer Data Management

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Slide1 l.jpg

Oracle

Customer Data Management

David Judd

Senior Sales Consultant, Oracle

david.judd@oracle.com


Where are your sources of truth l.jpg
Where Are Your Sources of Truth?

DepartmentMost Reliable Data

  • ServiceProducts Used

  • SalesContacts

  • Web SiteWeb Address

  • FinancialsAbility to Pay

  • MarketingDemographics

How many single sources do you want?


It s a top 10 problem l.jpg
It’s a Top 10 Problem

  • Cost / budget pressures

  • Data security concerns

  • Faster innovation

  • Business risk management

  • Single view of customers

  • Stakeholder pressure

  • Greater transparency of reporting

  • E-Enabled business

  • Managing knowledge capital

  • Personal data privacy

  • Why Need a Single View?

  • Improve service levels

  • Better targeted marketing

  • Greater sales productivity

  • Direct impact on top and bottom line

Source: Gartner CIO Survey, March 2003


Business drivers l.jpg
Business Drivers

  • Don’t know enough about our customers

  • Customer data is out there, but not dependable

    • Fragmentation, duplication, inaccuracies

  • It costs a bundle to maintain separate customer masters

  • New initiatives make it all worse

    • Products, acquisitions, systems, etc.

    • Closer consumer tracking…beyond the agents


Customer data challenges l.jpg

John Doe

Customer Data Challenges

  • Fragmentation

John Doe

E-Business Suite

John Doe

PeopleSoft

Jon Dough

J. Doe

Johnny Doe

  • Duplication

Salesforce.com

John Doe

  • Inaccuracies

Jonathan Dough


An oracle innovation oracle customer data hub l.jpg

CustomerData Hub

Industry

Partners

Legacy,

Custom

Vendor

Packages

An Oracle Innovation: Oracle Customer Data Hub

  • Master Customer Identity

    • Centralized and configurable

    • Embedded cleansing & enrichment

  • 360 Degree Enterprise Viewer

    • Any related data from any source

  • Flexible Data Maintenance

    • Update at hub or application

  • Architectural Innovation

    • Coexists with prior IT investments

    • Leaves data at its source, yet provides a 360 degree view


How is a hub different than a data warehouse l.jpg

Key Differences

Warehouse

Hub

Customer identity (party-based)

Yes

unlikely

Data movement into/from

Batch & real-time

Batch

Data creation & updates

Yes

No

Cleans data

Yes

Yes

Enriched Data & Hierarchies

Yes

possible

Returns clean data to sources

Yes

No

Moves source transactions into repository

No

Yes

Drilldown into any source system

Yes

No

Derived summary metrics

Yes

Yes

Derived KPI Metrics

Yes

possible

How is a Hub different than a Data Warehouse?

  • Simple Answer: We do not move transaction records into the hub and rollup the data into summaries.


Key elements of a customer data hub l.jpg
Key Elements of a Customer Data Hub

  • Manage Your Data

  • Data Quality Tools

  • Data Librarian Function & Processes

  • Single Source Of Truth Record

  • Integrated Enrichment Capabilities

  • Security & Privacy Infrastructure

  • Extended Relationship Management

  • Custom Applications Platform

  • Integrate Your Systems

  • Central Data Store

  • Integration Services

  • Packaged Business Processes

  • Hub to Spoke Mapping

  • High Volume Import

  • Change Your Behavior

  • Customer Master Viewer/Editor

  • Customer Intelligence and Analytics

Only Oracle offers the complete solution!


Requirements the 4c s l.jpg
Requirements – The 4C’s

  • Consolidated Customer Data

    • Eliminate fragmentation and redundancies

  • Clean Customer Data

    • Resolved duplicates and correct inaccuracies

  • Complete Customer Data

    • Access comprehensive customer profiles and history

  • Coordinated Customer Data

    • Supply clean, complete data to all systems


Cdm capabilities consolidation l.jpg
CDM Capabilities: Consolidation

  • Trading Community Architecture (TCA)

    • Data Model designed to store all master data about organizations and people (e.g., agents, prospects, customers, contacts, suppliers, distributors, partners, competitors, employees, venues, etc.)

    • Designed to be used by any application or business process

    • Used by thousands of companies

    • Sold as a stand-alone item since 2000


Cdm capabilities consolidation11 l.jpg
CDM Capabilities: Consolidation

TCA Data Model Drilldown

  • Relationship Model

    • Links Any Two Parties and Describes Their Relationship

      • Parties may have unlimited relationships

    • Relationships May Be Defined as Hierarchical or Matrix

    • 60 Seeded Relationship Types or Define Your Own

    • Examples:

      Business World ~ Subsidiary of ~ Business International, Inc.

      Business World ~ Partner of ~ Vision Enterprise

      Business World ~ Competitor of ~ A.C. Networks

      Jay Miller ~ Employee of ~ Business World

      Jay Miller ~ Manager of ~ Janet White

      Jay Miller ~ Spouse of ~ Kim Miller


Cdm capabilities consolidation12 l.jpg
CDM Capabilities: Consolidation

TCA Data Model Drilldown

  • Data Model Extensibility

    • Used to Extend the TCA Data Model

    • Offers Unlimited Extended Attributes

    • Supports Attribute Groups, Value Sets (for validation), and Functions and Actions

    • Fully Supported and Upgradeable

    • Visible on UIs (OCO and Data Librarian)

    • Used by Core CDH Tools (e.g., DQM, Bulk Import)


Cdm capabilities cleansing l.jpg

Return “Similar” Matches

Input Value

TCA Registry

[ Oracle ]

[ Orocle ]

[ Oricle ]

[ Orucle ]

Orocle

Oricle

Orucle

Transformed Input Value

Staging Tables

[ ORCL ]

ORCL

ORCL

ORCL

CDM Capabilities: Cleansing

  • DQM Example 1 (Cleanse Transformation)

Transformation Functions

Word Replacement Lists


Cdm capabilities cleansing14 l.jpg

Return “Similar” Matches

Input Value

TCA Registry

[ Bob ]

[ Bobby ]

[ Rob ]

[ Robert ]

Bobby

Rob

Robert

Transformed Input Value

Staging Tables

[ ROBERT ]

ROBERT

ROBERT

ROBERT

L

CDM Capabilities: Cleansing

  • DQM Example 2 (Word Replace Transformation)

Transformation Functions

Word Replacement Lists


Cdm capabilities cleansing15 l.jpg
CDM Capabilities: Cleansing

  • Party and Account Merge

    • After duplicates are identified, resolves the duplicate records

    • Manual or automated

    • Managed by a built-in dictionary

    • All related records are automatically re-pointed to the the surviving party


Cdm capabilities cleansing16 l.jpg
CDM Capabilities: Cleansing

Master Record

BusinessWorld, Inc

BusinessWorld

Merge

  • 300 Lincoln Ave. Suite 500

  • 300 Lincoln Ave Ste. 505

  • 201 Industrial Ave., Dock 13B

  • 101 N. Park Blvd.

  • 101 N. Park Blvd.

  • Contact: Catherine Fisher

  • Contact: Cathy Fisher

  • Contact: Jim Harrington

  • Contact: Jim Harrington

Orders

Orders

InstallBase

InstallBase

Leads

Leads

Ship-ments

Ship-ments

Credits

Credits


Cdm capabilities cleansing17 l.jpg
CDM Capabilities: Cleansing

  • Data Librarian Application

    • Easy-to-use, process-based application to manage all aspects of customer data quality

    • Duplicate Identification and Resolution Tools

      • Perform proactive searches for duplicate records

      • Manage the merge process in a step-by-step flow

      • Accept default merge choices for a one-click merge or perform detailed, attribute level analysis


Cdm capabilities cleansing19 l.jpg
CDM Capabilities: Cleansing

  • Data Librarian Application (continued)

    • Import Management

      • Manage all Import Requests (Bulk Import and File Load) from a single Import Queue

      • Accept or reject import requests

      • Determine duplicate identification and address validation settings for bulk loads

      • Generate “What if” analysis prior to import

      • View post-import statistics

    • Party Purge

      • Physically delete unwanted records to reduce data volume and/or to comply with data removal requirements (e.g., rented lists, do not contact, etc.)


Cdm capabilities complete l.jpg

Source 1

(D&B)

Source 2

(Credit Bureau)

BlendedRecord

US$ 1.1M

US$ 1.1M

Revenue

20,000

21,000

20,000

# of Employees

1234

1234

DUNS #

A

B

B

Credit Rating

CDM Capabilities: Complete

  • “Single Source of Truth” Records

    • Create a single customer record based on data from multiple sources

    • Create custom data blending rules

    • Rank source reliability at the attribute level

    • Display “single source of truth” blended records to end users and share with source systems while maintaining original source data


Cdm capabilities complete21 l.jpg
CDM Capabilities: Complete

  • Address Validation

    • Standardize and validate existing addresses

    • Apply validation during Bulk Import Process

    • Use out-of-the-box adaptors from Trillium or FirstLogic

    • Create custom adaptors using open, documented, OAG-compliant XML messaging


Cdm capabilities complete address validation example l.jpg

Compare an address in the TCA registry against a known good authorized data source.

CDM Capabilities: CompleteAddress Validation Example

TCA Registry

Trillium with US Postal Service Data Libraries


Cdm capabilities complete address validation example23 l.jpg

Send address data from TCA to an address validation application.

CDM Capabilities: CompleteAddress Validation Example

500 Oracel park Redwod Shares, CA

TCA Registry

Trillium with US Postal Service Data Libraries


Cdm capabilities complete address validation example24 l.jpg
CDM Capabilities: application.CompleteAddress Validation Example

  • The corrected, completed & validated address in the Official Postal Format is returned to TCA.

500 Oracel park Redwod Shares, CA

500 ORACLE PKWY

REDWOOD CITY CA  94065-1677

TCA Registry

Trillium with US Postal Service Data Libraries


Cdm capabilities complete25 l.jpg
CDM Capabilities: application.Complete

  • D&B Integration

    • Create or supplement customer records with out-of-the-box integration

    • Automatically create and expand corporate hierarchies

    • Import data in real-time or batch mode

    • Access D&B data within the natural flow of UIs

    • Choose from 7 different D&B data packets


Cdm capabilities complete26 l.jpg
CDM Capabilities: application.Complete

  • Data Quality Reports

    • Data Completeness Reports

      • Reports on data completeness as defined by the implementing organization

    • Data Enrichment Reports

      • Analyzes how many records have been enriched with 3rd Party Data, how recent was the enrichment, etc.

    • Duplicate Identification Analysis

      • Shows number and frequency of duplicate records within a specific System Duplicate Identification batch


Cdm capabilities complete27 l.jpg
CDM Capabilities: application.Complete

  • Customers Online Application

    • View, update, or create any information within the TCA data model

      • Profile, Addresses, Relationships, Classifications, etc.

    • View comprehensive list of enterprise transactions

      • Real-time query displays transactions for a given party

      • Transactions are not replicated into the Hub

      • Meta-data model allows for configuration to query from any external system(s)


Cdm capabilities coordination l.jpg

Legacy, application.

Custom

Customer Data

CustomerDataHub

ContentProviders

  • People

  • Contacts

  • Organizations

InterfaceTables

VendorPackages

CDM Capabilities: Coordination

  • Bulk Import

    • Provides optimized bulk processing with validation

    • Optional de-duplication

      • De-dupe within the import file

      • De-dupe between the import file and existing TCA data

    • Optional Address Validation

    • Out-of-the-box integration with D&B

    • Configurable to use with other content providers


Cdm capabilities coordination29 l.jpg
CDM Capabilities: application.Coordination

  • Source System Management

    • Define, store, and manage cross-reference map between the Hub and each “spoke” application

    • Used to synchronize data between the Hub and the spokes

    • Supported for all major entities within the TCA data model

  • e.g., Party, Address, Email, etc.

    • Updated automatically during Bulk Import

Legacy.

Custom

CentralCustomer

Data Store

ContentProviders

- Mapping -

VendorPackages

Spoke Apps

Data Hub


Cdm capabilities coordination30 l.jpg
CDM Capabilities: application.Coordination

  • Embedded Integration Services

    • 60+ Public PL/SQL & Java APIs

    • 60+ Standards-based Web Services

    • 80+ Business Event System Callouts

  • Flexible Data Maintenance

    • Make updates in the Hub or spoke applications

  • Middleware Agnostic

    • Use Oracle’s BPEL Process Manager or any other middleware (e.g., Tibco, webMethods, etc.)


So what does this all look like l.jpg

1. An employee in Siebel application.

call center enters new

customer

2. Triggers a ‘new customer created’ business event

3. CDH subscribes to this

event & creates record

5. New customeris approved

So, what does this all look like?

Loyalty Program

Orders

8. All applications

that subscribe to CDH

get and process record

Sales Leads

Call Center

Integration Services

7. Hub publishes event

describing new customer

Customer

Data Hub

Web

Sites

Web

Services

OAS

10g

Custom

6. Triggers a “New

Customer Created” event

in the CDH

Data Quality

Services

Marketing

Data Mart

Receivables

4. CDH does deduping, address cleansing, master record creation


Customer overview l.jpg

  • Financial Services

  • Public Sector

  • High Tech

  • Retail

  • Manufacturing

  • Healthcare

  • Education

  • Media

  • Transportation

Customer Overview

  • Over 60 Customers in various stages of implementation

  • Spanning Multiple Countries

  • New Zealand

  • Canada

  • Korea

  • Mexico

  • France

  • Brazil

  • United States

  • United Kingdom

  • Australia


Challenges l.jpg
Challenges application.

Relationships

Provisioning

Marketing

Key Accounts

Vantive

ICMS Billing

4,300,000 customers

10+ customer systems

Business Challenges

  • Multiple views of customer

  • Misdirected marketing spend

  • Uncertain business planning

Technology Challenges

  • Unknown level of duplication

  • High integration investment


Results l.jpg

Vantive application.

Marketing

Mobile

Key Accounts

Many Custom

Hub

Results

4,300,000 customers

1 single source of truth

Business Results

  • Better customer targeting

  • Higher profitability

  • Faster product introductions

  • Visibility - 360 degree view

Technology Results

  • Decommission legacy system

  • Less integration projects

  • Fewer reconciliation projects

  • High data availability


Summary l.jpg
Summary application.

  • Consolidate

  • TCA Data Model

  • Generic, Comprehensive, Proven

  • Relationship Model

  • Classification Model

  • Data Model Extensibility

  • Coordinate

  • Bulk Import

  • Source System Management

  • Embedded Integration Services

  • Flexible Data Maintenance

  • Middleware Agnostic

  • Clean

  • Data Quality Management

  • Party and Account Merge

  • Address Validation

  • Customer Data Librarian UIs

  • Complete

  • “Single Source of Truth” Blended Records

  • D&B Integration

  • Data Quality Reports

  • Customers Online UIs


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