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Yusuf Ali Integration Specialist  ATS EMEA

SFDC CRM a doption as a CDI/MDM Source. Yusuf Ali Integration Specialist  ATS EMEA. Agenda. Master Data Management (MDM) at a glance What is it? What problem does it solve? What are the business drivers that justify MDM investments? What are the technical requirements ?

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Yusuf Ali Integration Specialist  ATS EMEA

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  1. SFDC CRM adoption as a CDI/MDM Source Yusuf AliIntegration Specialist  ATS EMEA

  2. Agenda • Master Data Management (MDM) at a glance • What is it? • What problem does it solve? • What are the business drivers that justify MDM investments? • What are the technical requirements? • Salesforce SFA for Customer Master Data • Resources & Groups

  3. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q found on our website, www.salesforce.com. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

  4. Master Data Management(MDM)at a glance

  5. What is Master Data Management?

  6. Application Legacy Cloud Computing Unstructured Third Party Data The Information ChallengeHow to Synthesize and Govern Data Across Silos and Providers? Sales & Mktg Operations Vendor & Materials Management Order & Channel Management Manufacturing & Inventory Mgmt Employee Management No Single Version of the Truth ? Data Governance CUSTOMER CUSTOMER ORDER LOCATION LOCATION LOCATION PRODUCT PRODUCT PRODUCT PRODUCT CUSTOMER LOCATION ORDER CUSTOMER ORDER ORDER

  7. Impedes Key Business Imperatives… Application Legacy Cloud Computing Unstructured Third Party Data No Single Version of the TruthImpedes Key Business Imperatives Sales & Mktg Operations Vendor & Materials Management Order & Channel Management Manufacturing & Inventory Mgmt Employee Management Governance Risk Compliance Improving Efficiency & Reduce Costs Acquiring & Retaining Customers Mergers Acquisitions & Divestitures Improving Decisions CUSTOMER CUSTOMER ORDER LOCATION LOCATION LOCATION PRODUCT PRODUCT PRODUCT PRODUCT CUSTOMER LOCATION ORDER CUSTOMER ORDER ORDER

  8. SOX and Basel II require firms to provide transparency and auditability in their financial reporting. Inconsistent and unreliable data impedes compliance efforts resulting in steep financial penalties and negative market perceptions, not to mention potential jail time for corporate officers. Governance, Risk, Compliance Pressures

  9. Inability to Increase Profitability: Profits drained when high-cost services are delivered to low profit customers. Profitable customer loyalty jeopardized when high value customers receive low end service Inability to Increase Revenue: Revenue lost and customer loyalty jeopardized when you make the wrong offer. Difficulty Acquiring & Retaining Customers

  10. Business Drivers forData Governance and Master Data Management Increase Revenue & Marketing Efficiency Streamline Operations Mitigate Risk & Fraud Improve Customer Communications • Increase cross sale and up sale success • Improve customer loyalty, reduce attrition/churn • Reduce marketing costs • Solicit greater campaign demand • Create “right” products for “right” customers • Increase sales • Provide accurate & consistent customer information through all channels at all touch points • Reduce customer acquisition and account setup costs • Streamline territory management • Identify and eliminate commission payment overlap • Risk management • Accurate books & records • Compliance with AML & KYC regulations • Compliance with corporate standards and policies • Avoid regulatory fines and penalties • Reduce account setup time and remove incorrect & duplicate data entry • Improve customer service wait time • Provide consolidated statements • Single opt in – opt out preferences * $  ( Business value drives requirements and pace of adoptionYour architecture should support incremental value over time with a long term view towards of the future enterprise data architecture

  11. Don’t I already do this in my data warehouse? But wait a minute…

  12. Let’s take a look at what many do today • Load dimensional data and fact data into a data mart • Cleanse it along the way • De-duplicate records • Organize into groups and hierarchies Data Mart ERP-1 ERP-2 CRM Web Other

  13. And they do it for every data mart Data Mart Data Mart Data Mart . . . And what about the operational systems? How do they share common data about customers and products? ERP-1 ERP-2 CRM Web Other

  14. Centralize Master Data Data Mart Data Mart Data Mart . . . • Centrally manage: • Reference data • Cross References to accounts& transactions • Groupings and Hierarchies • Make data available to analyticalsystems AND operational systems MDM Hub ERP-1 ERP-2 CRM Web Other

  15. The High Level Requirements for MDM MDM Maturity

  16. What goes into a MDM Hub? Reference Data Hierarchies Name, Address, etc Cross References Account 1 Account 2 Account n

  17. Hub RequirementsReference Data and Cross References Reference Data Global ID First Name Last Name DOB Address 92882983 Christopher Vandersmidt 07/21/1950 124 Elm Street, Erie PA • Reference data is only good if it’s accurate, complete, and consistent • Data Quality tools are needed to ensure you are meeting this requirement • To ensure that you have the correct cross references and the complete set of cross references, you will need Identity Matching capabilities Cross References Global ID System Name System ID 92882983 CRM 90018 92882983 Billing PO-38989 92882983 Billing PO-54681 92882983 Web cv_erie108 92882983 Credit Agency 883125-AX

  18. Hub Requirements:Relationships and Hierarchies Social Networks Household Knows Spouse Spouse Child 1 Child 2 Owns Bill of Materials Corporate Structure Worksfor Produces

  19. Various MDM Hub Styles Consolidation Style Registry Style Co-Existence Style Centralized Style Creates an index of places where an individual product or customer appears Becomes the single source of master reference data. All other systems adopt Hub Consolidates data to be fed into data warehouse Consolidates and synchronizes data from multiple source systems into a “composite” record

  20. Typical MDM Implementation Lifecycle Data Governance Principles Expand to includemore source and target systems, data entities, and data attributes

  21. MDM Data Flow and Functional Lifecycle ERP Data Analysis & Profiling Operational Systems and 3rd party Data Enterprise Data Access &Delivery Data Transformation Data Correction & Cleansing Metadata Management Data Models & Management CRM Identity Management Master RecordComposition Relationship & Hierarchy Management

  22. Orchestration | Human Workflow Metadata Management Data Profiling Data Cleansing Identity Resolution Data Steward Interface Customer Portal Master Data Hub Data Publishing | Web Services | Data Delivery Data Modeling Data Access | Data Synchronization | Data Transformation Other Applications Master Record Composition Hierarchy Management Upstream Applications Downstream Applications Role Based Security Campaign Management eCommerce Typical MDM Logical Architecture Customer Facing Applications MDM Data Sources

  23. SFDC SFA forCustomer Master Data

  24. Which Style(s) Registry (Optimal) Centralised (need to address bi-directional synchronisation) Which Master Domain(s) Customer (Corporate / Individuals) Salesforce Objects: Accounts, Contacts, Vendors, Employee (?HR?) Products (may not be a good fit) Salesforce Objects: Products Which Industry Verticals Financial :- Client-on-boarding, Agent/Broker Management, Contacts, etc. Insurance :- Policy Management, Wealth Management, etc. Retail & CPG :- Product Introduction, Brand Management, etc. Architecture/Process Flow Technology:- Access (Loaders), Data Quality, SFDC SFA,… People:- Data Stewards, Data Governors and Analysts Methodology:- Data Management/CDI Best Practises Salesforce SFAAdoption for Customer Data Integration (CDI) / MDM

  25. Salesforce SFA CDI HubRegistry Style BILLING Master Domain Registry ERP EDW • Registry’s Cross-Reference using the External-ID link to source system; • Leverage Jigsaw for maintaining data quality thresholds; • Provide Customer Master Data to external sources via WS APIs.

  26. Master Customer Modeling Analytics Reporting / Dashboards Role Based Security Orchestration / Workflow Salesforce SFA CDI HubArchitecture/Process Flow Billing Customer Sync ERP Customer Master Hub • Data Integration / Quality / Synchronization Interface Load Matching?? Customer EDW Relationships & Hierarchies ?? Customer Data Steward / Data Governance Principles Customer Master Management Methodology / Best Practices

  27. Usages • Registry • Customer Search • Account Lookup • Single View of Customer • Analytical • Business Intelligence • Key Performance Indicators (KPIs) via Dashboards • Centralized MDM Hub • Introduction of new Customer/Product • Source of truth • Common master data for entire application suite

  28. Resources&Chatter Groups

  29. More Information • Resources • MDM Resource Guide - http://www.mdmsource.com/ • MDM Book - http://mdmbook.com/

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