The MDM Institute / DataDelta

M t Data
Master D t Management
M t (MDM) Workshop
W k h

Aaron Zornes Ed Allburn

Chief Research Officer President & CEO
The MDM Institute DataDelta, Inc.
aaron.zornes@tcdii.com allburn@datadelta.com

DataDelta MDM Workshop - Copyright © 2008 DataDelta, Inc. 1

MDM Workshop Agenda
9:00 – 9:20 Sponsors’ Introductory Comments
1 – What is CDI & MDM?
2 – Case Studies & Business Benefits of CDI-MDM
10:30 – 10:45 Break

3 – CDI-MDM
CDI MDM T Technology
h l & IImplementation
l t ti O Options
ti
4 – CDI-MDM Technology, Software, Vendors & SIs
5 – CDI-MDM Best Practices
13 00 – 14:00
13:00 14 00 Lunch
L nch

6 – CDI-MDM Project Planning

7 – CDI-MDM
CDI MDM Business Case & Funding
14:45 – 15:00 Break

15:00 – 16:00 Sponsor Presentation

8 – CDI-MDM Solution Evaluation
9 – Q&A with Aaron Zornes, The MDM Institute
10 – CDI
CDI-MDM
MDM Project Execution

DataDelta MDM Workshop - Copyright © 2008 DataDelta, Inc. 2

About Ed Allburn

• 20 year veteran of senior technical and strategic management positions in fields

of Database Marketing, Data Quality, Customer Data Integration (CDI), Master
D t M
Data Managementt (MDM)
• Industry leading companies such as Customer Insight Company (a Metromail /
Experian company), IBM TJ Watson Research Center, Firstlogic and most
recently Group 1 Software
Software’s
s “Dir
Dir Product Mgmt
Mgmt, Enterprise Data Quality & CDI
CDI”
• Responsibility for over 200 successful CDI-MDM projects in the fields of
banking & finance, publishing, catalog, telecom and other industries
• He is currently co
co-authoring
authoring a book on CDI-MDM
CDI MDM with Aaron Zornes
Zornes, founder &
Chief Researcher Officer of The MDM Institute and chair of the MDM Summit
conferences
• International speaker on CDI
CDI-MDM
MDM and instructor of multi-day
multi day CDI
CDI-MDM
MDM
Workshops in addition to being a frequent co-presenter with Aaron Zornes of
“CDI-MDM Boot Camp” sessions at the MDM Summit conferences.
• Product strategy
gy “roadmap”
p consultingg for several leading
g Data Quality
y and
CDI-MDM vendors
• A leading Expert Witness in the CDI-MDM industry
• President & CEO of DataDelta, Inc. ((match accuracyy analytics
y & optimization)
p )

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About DataDelta: Match Accuracy Analytics & Optimization
Project Start
DataDelta is a - Vendor Eval & Comparison
- User Conflict Identification
patent
t t pending
di - Business Rule Prioritization
Vendor-Neutral Project Execution
Match Accuracy - User Conflict Resolution
- Match Accuracy Optimization
A l i &
Analysis - Problem Resolution Process
Optimization
Project Maintenance
Software Tool - Match Accuracy Analysis
- Business Rule Fine
Fine-Tuning
Tuning
- Change Impact Analysis
- Change Audit & Mgmt DataDelta Analyzes Match Engines:
DataDelta Vendor Transition - Oracle
D li
Delivers Value
V l - “Competitive
“C titi Trade-In”
T d I ” Eval
E l - IBM / DWL / IBM
- Match Improvement Analysis - DataFlux / SAS
At Every Stage - Legacy Match Compatibility - Firstlogic / Business Objects / SAP
Of your Project: - Cutover Impact Analysis
- Group 1 Software / Pitney Bowes
- Cutover Audit & Mgmt
- Initiate
I iti t Systems
S t
- Siebel / Oracle
- Similarity Systems / Informatica
- Trillium / Harte-Hanks
“At DataDelta we don’t make the match engine, - Custom in-house source code
we make your current match engine work better!”
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About DataDelta: Eval Competing
g Match Vendors

Safer vendor selection via more reliable &

Customer
scientific analysis of larger tests from Data
a wider variety of vendors
= true Best of Breed
Trillium Firstlogic IBM DataFlux Oracle
International & corporate
customer
custo e data results
esu ts Trillium
DW v1
Firstlogic
DW v2
g IBM
DW v3
DataFlux
DW v4
Oracle
DW v5
can vary dramatically
between vendors EXTRACT: Record # , Group #
(locality tables
tables, etc)
Trillium Firstlogic IBM DataFlux Oracle
FlatFile-1 FlatFile-2 FlatFile-3 FlatFile-4 FlatFile-5

True due-diligence
requires more data
tested w/more vendors DataDelta
Join
Rec # DeltaFiles
DeltaFiles
DeltaFiles
DeltaFiles Reports

DataDelta MDM Workshop - Copyright © 2008 DataDelta, Inc. 5

About DataDelta: Optimize Match Logic
g Accuracy
y

Human beings require realreal-world

world examples
examples, Customer
Data
not just abstract rules, to make decisions
1. “TIGHT” 1. “LOOSE”
RULES RULES
1 Run
1. R CDICDI-MDM
MDM dde-dupe
d processes
with different match business rules
using the same input data & tool TIGHT LOOSE
DW v1 DW v2

2. Extract match results

2. EXTRACT: Record # , Group #
((Record # & Group
p # fields))
into flat files
TIGHT LOOSE
3. DataDelta compares to find FlatFile-1 FlatFile-2
EXACT details of ALL changes 3. DataDelta
4. Join
Rec # Reports
4 Analyze reports & DeltaFile to
4. DeltaFile
see “Business Rule Butterfly-Effects”
DataDelta MDM Workshop - Copyright © 2008 DataDelta, Inc. 6
 • A noted speaker and author on Global 2000 enterprise IT issues
• The most quoted industry analyst on the topic of ‘customer data integration’
(CDI) master data management (MDM),
(CDI), (MDM) and data governance
governance.
• Advised CDI vendors such as Accenture, Alliance Consulting, Acxiom,
BearingPoint, Cognizant, Data Foundations, DWL, Experian, Human
Inference, i2 Technologies, IBM, Initiate Systems, Journeé, Oracle,
PeopleSoft, Purisam, SAP, Siebel, Siperian, and Tata on CDI customer
requirements and product planning
planning.
• Worked with companies such as 3M, American Express, Barclays, Bell
Canada, Caterpillar, COUNTRY Financials, ETS, Fidelity, GE Healthcare,
Honeywell, Intuit, Lloyds TSB, McKesson, National Australia Bank,
Nationwide Insurance, Novartis, Quest Diagnostics, Roche Labs, Scholastic,
Skura and Washington Mutual to develop CDI
Skura, CDI-MDM
MDM investment plans and
architectures
• Provides editorial direction and monthly contribution to DM Review’s CDI
Newsletter.
• Prior to founding the CDI-MDM Institute, he was the conference chairman for
th world’s
the ld’ largest
l t and
d mostt successful
f l data
d t warehouse
h conference
f as wellll
as co-chairman for the world’s largest CRM conference.
• Was founder and executive VP of META Group’s largest research advisory
practice for 15 years.
Aaron Zornes • g management
Held line and strategic g roles in leading
g vendor and user
Chief Research Officer organizations, including executive and managerial positions at Ingres Corp.,
Wang, Software AG of North America, and Cincom Systems.
The MDM Institute • Received his M.S. in Management Information Systems from University of
Arizona.
aaron.zornes@tcdii.com
@

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About the MDM Institute
• Founded in 2004 • MDM Alert™ bi-weekly newsletter
• Focused on CDI-MDM business drivers &
t h l
technology challenges
h ll • MDM Market Pulse™
Pulse monthly surveys
– Budgets, success/failure rates, mindshare of
• MDM Advisory Council™
250+ major in-flight CDI-MDM projects
of fifty G5000 IT organisations with unlimited
advice to keyy individuals,, e.g.
g CTOs,, CIOs,, data – Examples: evaluation process for CDI SI, CDI
architects ROI in
i TTelco
l M&A
M&A, …

• MDM Business Council™ website access &• MDM Fast Track™

email support to 8,500+ members – One-day public & onsite workshop
• MDM Road Map & Milestones™ semi- – Fee-based & rotating quarterly through major
annual strategic planning assumptions North American, European, & Asia-Pacific
metro areas
• Semi-annual MDM SUMMIT™
SUMMIT

About Aaron Zornes

Most q
quoted industry
y analyst
y authority
y on topics
p of CDI & MDM
Founder & Chief Research Officer of the MDM Institute
Conference chairman for DM Review’s MDM SUMMIT conference series
Founded & ran META Group’s largest research practice for 14 years
M.S. in Management Information Systems from University of Arizona

“Independent, Authoritative, & Relevant”

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MDM Institute Advisory Council
Representative Members
• Advisor agrees to provide Institute’s consultants
• 3M
• Bell Canada
with advice & insight regarding the use of MDM • Caterpillar

software & related business processes at • Citizens Communications

• COUNTRY Financials
Advisor’s convenience • Educational Testing Services

• Advisor agrees to participate in at least one fifteen • GE Healthcare

• Honeywell
H ll
(15) minute survey teleconference call every sixty • Information Handling Services

(60) days • Intuit

• MCI
• Optionally, Advisor may respond to the bi-monthly • McKesson

survey request via email or Internet-based survey • Medtronic

• Microsoft
fulfillment • Motorola

• Results of such MDM market research surveys • National Australia Bank

• Nationwide Insurance
shall
h ll bbe aggregated
t dbby th
the IInstitute
tit t & made
d • Norwegian Cruise Lines
available to all Advisory Council members • Novartis
• Roche Labs
• In no case, shall any Advisor-specific survey • Rogers Communications

information be made available to other parties • Scholastic

unless Advisor has specifically agreed to the

• SunTrust
• Westpac
release of such information in writing • Weyerhaueser

Fifty organizations who receive unlimited MDM advice to key

individuals, e.g. CTOs, CIOs, & MDM project leads
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Prescient MDM Alerts

• Oracle Data Hubs: “The Emperorp Has No Clothes?”

– Subtitle: Considering Oracle’s Data Hubs? Then Consider This …
• SAP Master Data Management “Extreme Make-Over”
– Subtitle: SAP MDM went under the architect’s knife – Is the
outcome attractive to Global 2000 enterprises?
• IBM/DWL Customer Center: Strategy
Strategy-Driven
Driven vs.
vs Urgency
Urgency-Driven
Driven
M&A
– Subtitle: Who’s Minding the Metadata? (Does the “new” IBM
software business have a coherent strategy to integrate its treasure
of acquisitions?)
• Siebel CDI Assets to Help Oracle Battle IBM & SAP
– Subtitle: How Many More Software Firms Must Oracle Buy to Catch
Up with SAP?

“Independent, Authoritative, & Relevant”

DataDelta MDM Workshop - Copyright © 2008 DataDelta, Inc. 10
 How to Leverage
g the MDM Institute
• Kick start the “MDM evaluation process”
– Attend public workshop
– Bring workshop on-site

• Fine tune in-process MDM strategies

– Due diligence on reference checking & contract details

• Stay ahead of curve via MDM Business Council

– Re-qualify every 6 months via survey
– R
Receive
i MDM Al Alerts
t & access tto W
Web-hosted
b h t d research
h

• Increase your knowledge & negotiating

strengths via MDM Advisory Council Membership
– Participate in monthly email surveys & receive updated industry scorecard
– Receive unlimited MDM consultation via telephone

“Independent, Authoritative, & Relevant”

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