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Priya Krishnan, IBM InfoSphere MDM Product Management Mark Myers, Senior Product Marketing Manager, IBM InfoSphere Data Explorer
Today the worlds data is doubling every two years. Are you ready?
2 2013 IBM Corporation
Disruptive forces impact long standing business models AND create new opportunities
Data is the new oil. Data is just like crude. Its valuable, but if unrefined it cannot really be used.
Clive Humby
We have an economy based on a resource that is not only renewable, but self-generating. Running out is not a problem, drowning in it is.
John Naisbitt
Transaction Systems
WebSphere 1990-2000s
Almost all big data use cases require an integrated set of big data technologies to address the business pain completely Reduce time and cost and provide quick ROI by leveraging preintegrated components Provide both out-of-the-box and standards-based services Start small with a single project and progress to others over your big data journey
Data
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Media
Content
Machine
Social
Improving the customer experience by better understanding behaviors drives almost half of all active big data efforts
Customer-centric outcomes
Digital connections have enabled customers to be more vocal about expectations and outcomes Integrating data increases the ability to create a complete picture of todays empowered consumer Understanding behavior patterns and preferences provides organizations with new ways to engage customers
Top functional objectives identified by organizations with active big data pilots or implementations. Responses have been weighted and aggregated. Total respondents n = 1061
Contact Information
Name, address, employer, marital
Business Context
Account number, customer type, purchase history,
Information about your customers is dispersed, forcing your employees to extract it pieceby-piece
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I cant unlock the value in my data to drive economic value to my business.
I cant find the right answers fast enough to support my customers. Innovation is falling short as I am unable to see the full research picture.
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I am monitoring all angles yet I cant connect the dots. I dont know what I dont know where is my business exposed?
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Identify areas of information Analyze customer data to Increase productivity & unlock true customer value risk & ensure data leverage past work compliance increasing speed to market
Inconsistent customer experience, poor service Missed opportunities Minimal understanding of relationships
Consistent customer experience Recognize cross-sell/up-sell opportunities Understand relationships and hierarchies for BI
No collaborative authoring of products Lack of a single view of products No synchronization with up/downstream applications No ability to publish to commerce sites or product catalogs
Collaboratively author, aggregate and distribute product information Align with and enforce existing business processes Access to consistent product information Product factory build process (assembly of products)
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MDM creates context for big data. MDM system provides trusted information and operationalizes insights from big data
Big data creates context for MDM. Big data provides new insights from social media and other sources for citizen/criminal profile
2013 IBM Corporation
Requirements
Create a connected picture of the customer Mine all existing and new sources of information Analyze social media to uncover sentiment about products Add value by optimizing every client interaction
Value Proposition
MDM creates an accurate and consistent view of customer. Organizations link unstructured content from external sources to the golden record for the enhanced 360 degree view.
List of past purchases by this contact from order tracking system and MDM
MDM ensures consistency, accuracy and reliable identiy Contact across all sources information from
MDM and CRM
Recent conversations from multiple sources: e.g., CRM, e-mail, etc. Information about contact from external sources
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CRM
DBMS
Fusion of data from multiple systems enables deeper insightsnot just facts
Support Ticketing
Social Media
External Sources
Supply Chain
Fulfillment
Content Mgt.
Experts
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Wiki
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ERP
Name: Address:
Legacy
Name: Address:
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Improve 360 degree view of customers and organizations A big data problem due to volumes and sentiment analysis Big data scale
1.5B+ customer records 20 systems 20% annual growth in records Generates over 300K duplicates daily
Sentiment analysis
Intermediary Social Hub collects all social data and generates a SNAP (Social Network Advocacy Pulse) score Scoring linked to on premise customer information, and used to help guide customer interactions
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Insurance
Claims Fraud Customer Retention Catastrophe Modeling
Telco
Pro-active Call Center Network Analytics Location Based Services IT/Network Infrastructure Transformation Smarter Campaigns
Retail
Actionable Customer Insight Merchandise Optimization Playbook Dynamic Pricing
Consumer Products
Optimized Promotions Effectiveness Micro-Market Campaign Management Real Time Demand Forecast
Government
Threat Prediction and Prevention Social Program Fraud, Waste and Errors Tax Compliance - Fraud and Abuse Crime Prediction & Prevention
Healthcare
Measure & Act on Population Health Engage Consumers in their Healthcare
Automotive
Data Warehouse Optimization Predictive Asset Optimization (PAO) Actionable Customer Intelligence Connected vehicle
Life Sciences
Increase visibility into drug safety and effectiveness
Financial Services
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Investment Services
Data Customer profiles Janets contact & HH information Recent transactions Customer Feed Product Portfolio Campaign Information Customer Sentiment Sources MDM MDM
Role : Chief Marketing Officer Company : Portfolio Investment Scenario : CMO trying to assess investment opportunities based on Customer Life Trigger events 1. New Data segments identified by Data and market analysis women with 2 or more children between 8 and 12, family income is above $150,000/year, growing cash accounts, and a track record of large investments CMO now has a subset of potential customers( from MDM) as targets and can drill down and look at individual profiles Individual Customer Janet- her transaction history, contact information (including her masked credit cared number), twitter data and chat history, as well as structured information like contact and household details. Data from unstructured sources show Janets propensity to invest in the future and data from MDM gives a solid foundation to trust the investment portfolio of Janet. With all this information on a single page, the CMO is able to confirm the hypothesis of his team and make a confident decision
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4. Social Media
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CMOs homepage
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HealthCare
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Recent visits and transactions Clinical Data Summary Health Risk Score Provider informaiton Claims Information
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EXCEL HEALTH
Hom e
Janet Robertson ID R3245632
Jan Robertson
Information from all sources aggregated by Data Explorer
Customers Physician Relationships from MDM Department Reason
Recent visits
Date Facility
Care team
Provider Mary Jacobs, MD Angela Tan, NP Specialty Primary Care Wellness Cardiology Geriatrics
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Contact Information
Janet Davis-Robertson 3216 Norland Ave. Sacramento, CA 95825 jrobert23@yahoo.com 916-555-3425
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Consumer Info from MDM
Personal Information
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Interactions
2013-0514 Date
Unstructured customer interaction data analyzed by BigInsights and updated in MDM Cardiology Routine check-up
Claims
Id 93 Amount $323 $4305 Status Open Paid Date 5/4/13 3/2/13
Channel
Provider Online Mobile Chat
Interaction
Explanation of benefits Checked claim status Claim question
Resolution
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2013-06-02 Relationship 2013-06-03 Spouse 2013-06-04 Plan info from Plan Administrative System Year Deduct 2013-06-05 2013 $147 2010 - 12 2011 - 12 $1000 N/A 2013-06-05 2013-06-06
Plan Information
Plan Medicare 65B PPO Gold 1K Chiro-Acu Plus
Alerts
Item/Time Complaint email 09:22 Action Contact provider Detail Detail
Text message - Verify medication adherence Viewed Wellness products Inbound email. Customer upset re co-pay amount
In queue
Risk Score
LV
Conditions
Problems
Clinical Summary from EHR / HIE / MDM Clinical Hub Allergies Medications Diagnostics
Campaigns
Name Heart First Healthy Living Date 2013-06-06 2013-04-15 Channel Outbound CC Email
Heart Disease
Penicillin
Sentiment History
Yelp Excel Health Dr Jones 201 Cardio: 3 Good, responsive 30 Poor, slow
Diabetes
Retail
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Sporting Goods
Data Product Sentiment Vs Sales Product Information Product Transaction Customer support
Role : Marketing Executive Company : Sporting Goods/Retail Scenario : Assess market and product specific information to make significant strategic decisions on products, direct marketing techniques and investment strategies 1. A quick overview of sales and marketing campaign shows decline in sales inspite of successful campaign Data from multiple aggregated sources show consumer club has stopped Golf sale. The issue has been bubbled up to the attention of the executive and he can begin to understand why A targeted marketing line called Golf Pro Bag shows all the information from MDM about this particular product. This gives confidence about the trustworthiness of the product and its associated attributes Customer complaints and sentiments from other data sources expose a weatlh of information about this product Using all this information, the executive can change the strategy about Consumer Club dropping the golf line and take corrective actions
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Government
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Data Citizen name,contact and other information Household Information Emails, sentiment analysis Customer issues
Sources MDM
Role : Council Worker Company : London XXX council Scenario : Search for a particular citizen in that council and get a 360 view of issues, complaints and resolutions, while providing a real time update on the citizen interaction with the system 1. The council worker searches for Dave Thatcher. The MDM system brings back a set of Citizen matching records. Council worker can then select the right person and see all related trusted MDM information , including Householding Clicking on the Household information shows all members related ( from MDM relationships) and other information such as maps pulled from external sources Information from internal sources such as emails and SharePoint can also be linked on this page The council worker can directly update the activity feed in real time and it will show up in his home page, which aggregates his contact list ( From MDM) Eg: Update of a phone complaint can be logged into this feed and will show up on the home page
2012 IBM Corporation
MDM
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3. Sharepoint, email internal database Aggregated from multiple sources and shown as a graph 4.
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Citizen Page
Household Information
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IBM InfoSphere MDM and InfoSphere Data Explorer combine to give a holistic view
InfoSphere Master Data Management Ensure consistency and accuracy of customer and product data Uncover relationship links in customer information Distribute trusted information InfoSphere Data Explorer Find and navigate customer information regardless of format or where it is stored Enable discovery and navigation Present a unified view, combined with analytics
THINK
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