Yes - Atlanta Oracle Applications Users Group

gabonesedestructionDéveloppement de logiciels

17 févr. 2014 (il y a 3 années et 3 mois)

59 vue(s)

Oracle

Customer Data
Management

David Judd

Senior Sales Consultant, Oracle

david.judd@oracle.com


Where Are Your Sources of Truth?


Department

Most Reliable Data


Service

Products Used


Sales

Contacts


Web Site

Web Address


Financials

Ability to Pay


Marketing

Demographics

How many single sources do you want?

It’s a Top 10 Problem

1.
Cost / budget pressures

2.
Data security concerns

3.
Faster innovation

4.
Business risk management

5.
Single view of customers

6.
Stakeholder pressure

7.
Greater transparency of reporting

8.
E
-
Enabled business

9.
Managing knowledge capital

10.
Personal data privacy

Source: Gartner CIO Survey, March 2003

Why Need a Single View?


Improve service levels


Better targeted marketing


Greater sales productivity


Direct impact on top and bottom line


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

1.
Fragmentation

Salesforce.com

2.
Duplication

3.
Inaccuracies

John
Doe

John
Doe

John
Doe

Johnny
Doe

Jonathan
Dough

Jon
Dough

J. Doe

John
Doe

Customer Data Challenges

PeopleSoft

E
-
Business Suite

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

Legacy,

Custom

Vendor

Packages

Industry

Partners

Customer

Data Hub

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 Differences

Hub

Warehouse

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





Key Elements of a Customer Data
Hub

Only Oracle offers the complete solution!

Integrate Your Systems



Central Data Store



Integration Services



Packaged Business Processes



Hub to Spoke Mapping



High Volume Import


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


Change Your Behavior



Customer Master Viewer/Editor



Customer Intelligence and Analytics

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


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:
Consolidation


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


TCA Data Model Drilldown

CDM Capabilities:
Consolidation


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)



TCA Data Model Drilldown

CDM Capabilities:
Cleansing


DQM Example 1 (Cleanse Transformation)



Transformation Functions


Word Replacement Lists

Input Value

[ Oracle ]

Return “Similar”
Matches

[ Orocle ]

[ Oricle ]

[ Orucle ]

TCA

Registry

Orocle

Oricle

Orucle

Transformed
Input Value

[ ORCL ]

Staging
Tables

ORCL

ORCL

ORCL

Staging
Tables

ROBERT

ROBERT

ROBERT

L

CDM Capabilities:
Cleansing


DQM Example 2 (Word Replace Transformation)



Transformation Functions


Word Replacement Lists

Input Value

[ Bob ]

Return “Similar”
Matches

[ Bobby ]

[ Rob ]

[ Robert ]

TCA

Registry

Bobby

Rob

Robert

Transformed
Input Value

[ ROBERT ]

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:
Cleansing

Business

World, Inc

Business

World

Merge

Master Record

-

300 Lincoln Ave. Suite 500

-

300 Lincoln Ave Ste. 505

-

101 N. Park Blvd.

-

201 Industrial Ave., Dock 13B

-

101 N. Park Blvd.

-

Contact: Catherine Fisher

-

Contact: Cathy Fisher

-

Contact: Jim Harrington

-

Contact: Jim Harrington

Orders

Leads

Install

Base

Credits

Ship
-

ments

Orders

Leads

Install

Base

Credits

Ship
-

ments

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:
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


“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


Revenue

# of Employees

DUNS #

Credit Rating

US$ 1.1M

20,000

1234

A

21,000

B

US$ 1.1M

20,000

1234

B

Blended

Record

Source 1

(D&B)

Source 2

(Credit Bureau)

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


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

Trillium with US
Postal Service Data
Libraries

TCA Registry

Trillium with US
Postal Service Data
Libraries

TCA Registry

500 Oracel park
Redwod Shares, CA

CDM Capabilities:
Complete


Address Validation Example


Send address data from TCA to an address validation
application.


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

Trillium with US
Postal Service Data
Libraries

TCA Registry

500 ORACLE PKWY

REDWOOD CITY CA

94065
-
1677

500 Oracel park
Redwod Shares, CA

CDM Capabilities:
Complete


Address Validation Example

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




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



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)


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


Customer

Data

Hub

Legacy,

Custom

Content

Providers


People


Contacts


Organizations

Customer Data

Interface

Tables

Vendor

Packages

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

Content

Providers

Vendor

Packages

Central

Customer

Data Store

-

Mapping
-

Data Hub

Spoke Apps

Party ID
Party Name
Source System
Source System ID
100
Business World
D&B
3409887
100
Business World
SAP
1320
100
Business World
Siebel
54912
100
Business World
Siebel
21930
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.)


Sales Leads

Custom

Receivables

Orders

Web

Sites

Call Center

Marketing

Data Mart

OAS

10g

Web

Services

Data Quality

Services

Integration Services

1. An employee in Siebel

call center enters new

customer

2. Triggers a ‘new

customer created’

business event




4. CDH does deduping,

address cleansing,

master record creation

7. Hub publishes event

describing new customer

8. All applications

that subscribe to CDH

get and process record

Loyalty Program

So, what does this all look like?

Customer

Data Hub

3. CDH subscribes to this

event & creates record

6. Triggers a “New

Customer Created” event

in the CDH

5. New customer

is approved



Customer Overview


Over 60 Customers in various stages of implementation


Across Many Industries


Retail


Manufacturing


Healthcare



Education


Media


Transportation



Financial Services


Public Sector


High Tech


Mexico


France


Brazil



United States


United Kingdom


Australia


Spanning Multiple Countries


New Zealand


Canada


Korea


Challenges

Relationships

Marketing

Provisioning

Key Accounts

Vantive

ICMS Billing

Business Challenges


Multiple views of customer


Misdirected marketing spend


Uncertain business planning

4,300,000 customers

10+ customer systems

Technology Challenges


Unknown level of duplication


High integration investment

Results

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

4,300,000 customers

1 single source of truth

Vantive

Marketing

Mobile

Key Accounts

Many Custom

Hub

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

Summary