DataDelta Master Data Management (MDM) Workshop

Session 4:
MDM Technology, Software, Vendors & SIs

Aaron Zornes Ed Allburn

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

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Minor, Yet Relevant MDM, Players
– Actuate/Nimble Technology (Data Lens, – Group 1 (CDI Suite)
Nimble Integration Suite) – Harte-Hanks (AllLink, Trillium)
– AptSoft (AptSoft Director) – InfoUSA/Donnelley
I f USA/D ll Marketing
M k ti
– Blackrock Solutions (InfoConnect)
– Business Objects (Data – Intelligent Results
Integrator/Firstlogic) – MetaTomix
M t T i (Real-Time
(R l Ti Vi
Visibility
ibilit Suite)
S it )
– Celequest (Activity Suite) – Modulant (Contextia™
– Chordiant (Chordiant 5 Enterprise Connection Server)
Platform) – Novell
N ll (C
(Customer
t O
OneView)
Vi )
– Contivo – Polk
– DataMirror (Constellar Hub/ – Sedona (Intarsia)
Transformation Server)
– Sun (SeeBeyond Business Integration
– E.Intelligence Suite)
– eConvergent (eMerge) – Tibco/ObjectStar/Velosel
– Enkata
E k t (E (Enterprise
t i IInsight
i ht S
Suite)
it ) – Vitria (Businessware)
– GoldenGate Software (Global Data – Xoriant
Synchronization)

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Competitive Field Reports**

• D&B Integration Mgr • Kalido MDM

• D&B/Purisma Data Hub • Microsoft MDM
• DataFlux MDM • Oracle CDH
• Data Foundations OneData • Oracle Hyperion DRM
• i2 MDM • Oracle UCM
• IBM InfoSphere MDM Server • SAP NetWeaver MDM
• Initiate Systems Master Data • Siperian MDM Hub
Services • Teradata MDM
• TIBCO CIM
• VisionWare MultiVue

** Persisted customer data hubs with minimum 5 installs

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 Field Report:
D&B Integration
g Manager
g

• Strengths • Weaknesses
– Operational
O ti l & analytical
l ti l MDM – Confusing
C f i positioning
iti i iin pastt
– Hub-extensible registry style – Active hierarchy mgmt will take
– Pure CDI solutions – esp. mktg place in Purisma – not IM
departments – Lack of strong SI channel
– Best-in-class matching for business – 2nd tier MDM vendor alliances
ID – ee.g.,
g , match
atc engine
e g e evolving
with B2B emphasis
– Under invested in marketing
– Reference-based matching
– Performance/scaling – unless hosted
– B2B hierarchy accelerator on Acxiom grid
– Hosting services available
– ~$100M aggregate revenue within
$1.7B DSP
– References – Cisco, EMC, Microsoft Live,
Oracle, Sun Microsystems, …

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 Field Report:
D&B Purisma Data Hub 3.5

• Strengths • Weaknesses
– Rapidly deployable, high – Security at domain basis
performance matching engine – Lacking integration with
– B2B & B2C hierarchy other PIM or product
management master hubs
– Global/Master reference data – Lack of strong SI channel
i
as a service – Under invested in
– Enterprise & appliance model marketing & sales
pricing/packaging – Scarce references
– CDI = 1 of 3 strategic initiatives
announced to Wall Street by
D&B 4Q2007

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 Field Report:
DataFlux MDM ((CDI v1))

• Strengths • Weaknesses
– DQ-centric MDM – High-end proof point
– Multi-entity data model – Corporate hierarchy B2B data
– SOA – Minimal CDI references
– Accelerators for customer & product – Lack of SI channels
masters, DQ & identity management – Lack of BPM/workflow for
– Data governance accelerators “policy hubs”
– SAS “deep pockets”, channel & global
reach
– MDM references – DSM, NMBS, WaMu
– Midmarket CDI references – American
Heart Association,, Aspect,
p , Intrawest,,
StorageTek/Sun

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 Field Report:
Data Foundations OneData 4.4

• Strengths • Weaknesses
– Tool kit orientation rather than – Primarily a tool kit
packaged solution – Process hub capabilities
evolving via new rules engine
– Data model flexibility – Lack of data cleansing
– Focus on MDM & reference data integration
– Integrated customer, product & – Lack of strong SI channel
vendor master data – Under invested in marketing
– Lack of CDI references
– Fast time to value with pre-packaged
templates
– Full lifecycle with DG framework
– Full SOA
– References – Avon, Eurotax, Novartis,
P
PepsiCo,
iC W Wellpoint,
ll i t …
– Sophisticated hierarchy mgmt — e.g.,
relationship charts, rules mgmt
– Price
Pi

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 Field Report:
i2 Master Data Management
g

• Strengths • Weaknesses
– Full lifecycle – Lack of strong SI channel
– Integrated enterprise MDM – – Under investment in
customer,, product
p & vendor marketing = name
– Full SOA incl reference workflows recognition & market
awareness issues
– Retail, mfg, PIM & vendor mgmt
expertise – Lack of CDI references
– Data model flexibility – Long term vendor viability
issue
– Focus on MDM – 10+ yyears & over 1K
implementations experience in data
models, data semantics & data mgmt
– Separate division for Marketing &
Sales MDM

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 Field Report:
IBM InfoSphere MDM Server 1
• Strengths • Weaknesses
– Analytical,
Analytical operational & collaborative MDM – Data governance strategy
with advanced “Party” data model maturing
– Multi-domain/form/entity support for dynamic – BPM strategy is maturing for
product
d t mastering
t i process hubs
h b
– SOA architecture provides for hub swap-out & – Registry strategy still maturing
cross-domain services
– Industry model expertise & focus on “business-
level services” 1 - Formerly IBM WebSphere Customer
Center (WCC) & DWL Customer
– Integration with Information Server pro-active 2 - Momentum – 2007 new customers
DQ processing & data integration include: AEGON, Avery Dennison, Erie
Indemnity, Jyske Bank, Nordea,
– Integration with Enterprise Analytics, Content Physicians Mutual, Standard Insurance,
Management & FileNET VW of America, Wal*Mart, WellPoint,
Woolworths …
Woolworths,
– Market momentum 2 3 - Major SI Partners – Accenture;
– High-end production sites – BCE, Citi, MetLife, … BearingPoint; Capgemini; Cognizant;
CSC; Deloitte; Infosys; Satyam; Sogeti;
–CChannel
a e leverage
e e age viaa IBM G
GBSS cchannel
a e + TCS; Wipro

*major* SI partners 3
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 Field Report:
Initiate Master Data Service™ – V8.1
• Strengths • Weaknesses
– Fast time-to-value
time to value – Multi-entity
Multi entity support (esp. product ) &
(esp ‘product’)
more complex party relationships
– Real-time probabilistic match
scalability – DG strategy still maturing – esp.
distributed enterprise model
– Scalable references – Humana, Intuit,
Microsoft, Sun Int’l, Wells Fargo, … – Hybrid/persistence strategy remains
market-specific
– Healthcare/Heath Insurance1,
Hospitality, Retail Pharmacy, – Industry-specific business services
Government 2 expertise capabilities just emerging
– 50% g
growth in customer base – – SI channel ramping up4
from 100 to 140 customers3 – Corporate hierarchy B2B data
– Data stewardship capabilities – Lack of formal integrated DQ

1 - Healthcare, Heath Insurance expertise - BCBS of MN, BCBS of CA, BCBS of KS, Humana
2 - Government expertise - HNRC,
HNRC State of ND,
ND Leeds City Council,
Council GCPD
3 - New customers in 2007 – Barnes & Noble, CapOne, Countrywide, CSAA, Mitsubishi Motors, Snap-On…
4 - SIs = Accenture, BearingPoint, Capgemeni, IBM GBS, Raytheon, …
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 Field Report:
Kalido MDM 8.4
• Strengths • Weaknesses
– Time-to-value/ROI
e o a ue/ O – Not positioned as operational
– Analytical MDM focus w/ modest # MDM
operational MDM users
– Lack of strong SI channel
– Visual business modeler
– OOTB multi-entity1 – Marketing still ramping up for
– Process flows & workflow engine for analytical MDM
data governance/stewardship – Enterprise DW positioning vs
vs.
– Focus on MDM for analytics & corporate early MDM proponent
performance mgmt – Performance/scaling
– MDM methodology
th d l
– Model flexibility for customization
– Time variance support for change mgmt 1 - Customer,
Custo e , product,
p oduct, financial,
a c a , supplier,
supp e ,
– Momentum2 & references3 employee, location, KPI, etc.
2 - The Hartford, P&G, Great American Financial
Resource Inc., Bank Atlantic, …
3 - BAT,, BP,, Imperial
p Tobacco Group,
p, Labatt,,
Nationwide, Owens-Corning, Shell, …

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 Field Report:
Microsoft MDM ((Stratature +EDM))
• Strengths • Weaknesses
– Hierarchy mgmt – Lacks identity resolution
– Customer, product, financial, supplier, – Not enterprise scalable
employee, KPI, etc.
– Lack of strong SI channel
– Microsoft software stack
– Under invested in marketing
– Integration with SharePoint & MS
Office
– Support for dynamic ERP & CRM
– Support for PSFT
PSFT, SAP BW,
BW R/3
hierarchy import
– Low cost of ownership

** Enterprise Dimension Management

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 Field Report:
Oracle Customer Data Hub v12.0

• Strengths • Weaknesses
– Strong enterprise MDM vision & – High-end references
f
roadmap – Fair-to-meek customer
– Multi
Multi-entity
entity platform1 recognition capability
– Trading Community Architecture – Best fit is B2B & mid-market

– Mid-market references2 – Lack of industry-specific data

models
– High-tech mfg expertise
– Global ID generation, mgmt & x-ref
– Integrated DQ & Analytics
– Global reach3
1 - Parties,
a t es, Products,
oducts, Locations
ocat o s
– Upgrade path to Fusion MDM via 2 - BBC-TV, CIT Group, Co-Op, Etat de Geneve,
automation – not migration GGB, Hanjin Shipping, Network Appliance ,
3 - Security blanket for government, high tech, &
manufacturingg industries

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 Field Report:
Oracle Hyperion
y DRM 1,2 9.3
• Strengths • Weaknesses
– Analytical MDM for sharing – Minimal marketing of the
dimensions, hierarchies, & reporting solution
– Operational MDM (Ledger Hub) for – Potential future MDM
cost centers
centers, legal entities,
entities etc.
etc restrictions
t i ti off core MDM
– Mature product (due to Razza acquisition) functionality
– Hierarchy mgmt
– Robust
R b tb business
i rules
l engine i
– Intuitive change mgmt suitable for
business users
– Strength in both financials & Financial
Services industry
g
– Integration with Hyperion
yp corporate
p 1- Formerlyy Hyperion
yp MDM
performance mgmt apps & others 2 - DRM = data relationship management
3 - Potential to provide hierarchical
– Potential registry-style offering in unification across CDH & UCM (as well as
MDM family y IBM, SAP, & others)

– Potential strategic technology3

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 Field Report:
Oracle Universal Customer Master 1 v8
• Strengths • Weaknesses
– Strong enterprise MDM vision & – Data governance strategy
roadmap maturing
– First to market with process hub – – Intelligent batch load scaling
Privacy Management Policy Hub
i
issues 4
– Momentum & expertise in Telco &
Retail Banking – Minimal marketing of the
– High
High-end
end production sites2 solution
– Proven performance
– Integrated DQ & analytics
– Integration architecture3
1 - Formerly Siebel Universal Customer Master (UCM)
– Strong SI channel 2 - Home Depot, KPN, Royal Caribbean Cruise Lines,
Toyota Financial Services, …
– Future Oracle DB integration 3 – Fusion Middleware,
ddl Webb Services & Application
l
– Upgrade path to Fusion MDM via Integration Architecture

automation – not migration 4 - Resolved by Oracle Data Integration Suite (a.k.a.

Sunopsis)

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 Field Report:
SAP NetWeaver MDM v5.5 sp6 (Nov 2007)
• Strengths
– Analytical MDM reporting for
customer/party
– Operational MDM for supplier &
product
– Quantity of MDM references1
– Supply chain expertise
– Multi-entity MDM focus2 & consistent
product strategy
– Future integration with BOBJ
data quality & integration (ETL)
– SAP underpinnings for
systems/change mgmt
– DG tools, structure & methodology3
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• Weaknesses
– Operational
p MDM for
‘customer/party’ lacking due to party
model limitations
• Does not support “full data” model until
7.14
– “Customer” data type still maturing
• No party-based data model5 ... “business
partner” ≠ customer
partner
• Only simple 2 layer hierarchies
1 – CDI-related = Adidas, Intel, Nortel, Whirlpool, …
2 - Including full product information management (PIM)
capability & support for material, vendor, etc.
3 – Workflow, modeling,& validation rules, etc .
4 - High tech B2B exception with tentative release date
4Q2008
5 - MDM 5.5 data model does not fully support party
concept; "business partner" = customer & is the model
used in SAP CRM; however SAP NW MDM does not model
"full" business partner today, hence this limitation
16
 Field Report:
Siperian MDM Hub
• Strengths • Weaknesses
– Field-tested
Field tested multi-entity
multi entity support1 – SI & data service provider
– Entity lifecycle mgmt – esp. data partnerships still maturing
governance – Under invested in marketing
– Multiple implementation architectures – Perceived as “pharma-
– Federated architecture + high-speed centric”
match & link – Lack of Financial Services
– Strong partnership with Identity Systems references
– Pharma2 & Financial Services3 – Lack of global presence
expertise/momentum
– Multiple projects within same enterprise

1 - Products/Customers; B2B/B2C/B2B2C;
Employee/Contractor/Clinical Protocol/Product
2 - Allergan, Astra Zeneca, Forest Labs, Johnson & Johnson,
Pfizer, Shire
3 - Deutsche Bank, Glitnir Bank, Merrill Lynch, State Street,
Vhi

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 Field Report:
Teradata MDM 2.0
• Strengths • Weaknesses
– Analytical & operational MDM + party & – Modest references1 given its
product newness
– Full lifecycle & process flows for multi- – Operational DG strategy
entity support evolving
– Proven data models with industry – App Dev environment moving
expertise to Eclipse
– Consolidated EDW & MDM platform
– Integration with Teradata DB, Miner, et al
– New hierarchy viewer flexibility & power
b
based d on reall world
ld DW
– New CDI application with strong leverage
of relationships
– DQ integration with TS, BOBJ Firstlogic,
& (soon) DataFlux
1 – Anheuser-Busch; Hershey; Intel; CZ
Bank; Wachovia

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 Field Report:
TIBCO Collaborative Information Manager
g

• Strengths • Weaknesses
– O
Operational
ti l & collaborative
ll b ti MDM – Missing formal CDI solution
– Full lifecycle & process flows for – Operational data governance
multi-entity support strategy evolving
– Multi-hub, multi-application MDM – Minimal
Mi i l references
f given
i it iis a
deployment new solution
– Import/Export of hierarchical data – Loss of Velosel product data hub
from multiple sources momentumt & references
f
simultaneously
– Intelligent
g MDM-integrated
g search
– References – Brinka, Merck, Merrill Lynch,
Shell Oil, Wachovia, …

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 Field Report:
VisionWare MultiVue Identification Server

• Strengths • Weaknesses
– Analytical–capable + – Strategy beyond public sector
operational–focused MDM just beginning
– Multi-entity
u t e t ty – peop
people,
e, property
p ope y & assets
asse s – U
UK-centric
ce t c
– Public sector expertise – Currently mid-market scalability
– Sophisticated, yet well-packaged core – e.g., millions vs. 10s of millions of
MDM functionality – e.g.,
e g DB partitioning,
partitioning web
master records
services, BPM – Matching algorithms for data
– Mid-market pricing custodianship evolving – not
automated self-tuning level yet
– Microsoft
Mi ft as channel
h l
– Operational data governance
– Microsoft software stack strategy evolving
affinity
g y
– Registry-orientation more than
– Longevity – e.g., 100+ installations persisted data hub

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 Bottom Line

• Acknowledge no MDM single vendor “does

does it all well”
well
– Analytical vs. Operational vs. Collaborative MDM
– B2B vs. B2C vs. B2B2C
– Batch vs. real-time
• Recognize
g that industry
y expertise
p matters
• Test drive identity resolution/matching & consulting expertise
• Invest in data governance & MDM architecture for long-term
sustainability & ROI

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Session End

Questions & Answers

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