1. Oracle Customer Data Management David Judd Senior Sales Consultant, Oracle david.judd@oracle.com

2. Where Are Your Sources of Truth? DepartmentMost Reliable Data • Service Products Used • Sales Contacts • Web Site Web Address • Financials Ability to Pay • Marketing Demographics How many single sources do you want?

3. 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

4. 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

5. 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

6. 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

7. 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.

8. 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!

9. 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

10. 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

11. 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

12. 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)

13. 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

14. 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

15. 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

16. 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

17. 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

19. 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.)

20. 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

21. 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

22. 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

23. 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

24. CDM Capabilities: 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

25. CDM Capabilities: 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

26. CDM Capabilities: 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

27. CDM Capabilities: 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)

28. Legacy, 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

29. CDM Capabilities: 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

30. CDM Capabilities: 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.)

31. 1. An employee in Siebel 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

32. Across Many Industries • 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

33. Challenges 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

34. Vantive 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

35. Summary • 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