Master Data Management and Universal

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Master Data Management and Universal Customer Master Overview

MDM: Master Data Management

Large companies often have IT systems that are used by diverse businessfunctions (e.g., finance, sales, R&D, etc.) and span across multiplecountries. These diverse systems usually need to share key data that isrelevant to the parent company (e.g., products, customers, and suppliers). Itis critical for the company to consistently use these shared data elementsthrough various IT systems.

In order to bring this consistency, we need to define the “system of record”,

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In order to bring this consistency, we need to define the “system of record”,or the “master” system which will have the “real-time true picture” of theentity it is mastering.

This not only improves the various operations of the client but also providesthe basis for good input for BI reports / analytics.

Same Person – Many Caps !Take the simple example of a automotive firm, say ABC Corp, having threedifferent applications in it’s enterprise to handle Marketing, Sales andService.Now suppose that Joe is a prospective client and a marketing agent contactshim about a great deal that ABC Corp is offering on it’s latest car model. Aweek later Joe goes to a dealer of ABC Corp and buys the same car. And amonth later, he calls up to request his first free car service.Without “mastering” in place for it’s “customers”, ABC Corp wouldn’tknow that these “three” Joes, in it’s three different applications, are actuallyone and the same.

ABC Corp.

Marketing ServiceCustomer #: Customer #:Red Cap Joe Green Cap Joe

SalesCustomer#:Blue Cap Joe

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WITHOUT A “CUSTOMER MASTER” :

WITH A CUSTOMER MASTER (E.G SIEBEL UCM):

Marketing AppCust #: RedCapJoeName: Joe SmithAddr: 21 South St, SFOIncome: $ xxx,xxx,xxx p.a.Hobbies: Reading, Music

ServiceCust #: GreenCapJoeUUID: JSMITHName: Jo SmithAddr: 21 South St, CASR1: “Printer not working”.SR2: “LAN not working”

Sales AppCust Id: BlueCapJoeName: Joey SmithAddr: 21 South St, SFO, 41181Quote: 10 IBM PCsOrder: 5 HP Laptops

Service AppCust #: GreenCapJoeName: Jo SmithAddr: 21 South St, CA SR: “Printer not working”.

Service AppCust#: BlackCapJoeName: Joe SmithAddr: 21 South St, SFOSR: “LAN not working”.

MarketingCust #: RedCapJoeUUID: JSMITHName: Joe Smith Addr: 21 South Street,San Francisco, CA, 41181Income: $ 5,000,000 p.a.Hobbies: Reading, Music

SalesCust Id: BlueCapJoeUUID: JSMITHName: Joey SmithAddr: 21 South Street,San Francisco, CA, 41181Quote: 10 IBM PCsOrder: 5 HP Laptops

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WITHOUT A “CUSTOMER MASTER” :

WITH A CUSTOMER MASTER (E.G SIEBEL UCM):

� Applications out-of-synch wrtCustomer Attributes

� Poor quality (un-usable) address data

� All applications in synch w.r.t. core customer attributes

� Universally Unique Identifier (UUID) is published across data

� Duplicate records in an application leading to poor quality customer experience

� Not possible to correlate data in different applications to get a 360°view of the customer

(UUID) is published across applications enabling direct application synchronizing

� Good quality usable data (address etc.)

� Duplicate records in an application merged to improve customer experience

� 360°View of the customer using X-Ref through UCM

� Better analytics reporting possible

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MDM: Master Data Management (Contd.)

The most common functions of any MDM applications:

• Data Synchronization (acquisition & publish)• Data Cleansing• De-duplication• Security / Privacy / Access Control• Stewardship

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MDM: Data Synchronization

Comprises of receiving updates from other applications in the system and applying them to the base tables, and then publishing out the final “Best Version” back to all subscribing systems.

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MDM: Data Cleansing

Different Applications in an enterprise can have different system designs /limitations (e.g.: Address 1 can only be 20 characters) and sometimes data entryoperators can use their own standards of entering data, to send the same data inmultiple formats. MDM needs to collect this data and apply certainstandardization rules to it.

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MDM: Data De-Duplication

Each application has it’s own record identifier (ROW_ID, Customer#) by which itcan uniquely locate each record. When the data from each application reachesMDM, it needs to identify the “same” record, resolve the duplication, and stillpreserve the external identifiers for publishing back future updates to this record.

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MDM: Security / Access Control

Access Control in MDM application is more in terms of which application hasaccess to perform what all operations on which of the “mastered” entities.In a typical large enterprise with several applications, each application performs acertain role on certain entities (insert, update, query). In MDM, we need to“register” all these systems which affect any of our “mastered” entities, and givethem rights to perform only those operations on the data as per their role in theoverall IT strategy of the organization.overall IT strategy of the organization.

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MDM: (Data) Stewardship

An MDM application mostly does it’s job in the background and publishesupdates to all the end-user applications. Not many users will actually log in to itto see the data. Thus, from a user role point of view, the most important role in anMDM implementation is that of the Data Steward (or Architect orAdministrator).He/She is the one who controls the flow, quality and security of the “mastered”data. A few others users might access the application to keep a check on the data.data. A few others users might access the application to keep a check on the data.

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UCM : What is it?

So, what is Siebel UCM?

•A Siebel application which is the central master database/application forstoring any and all customer information .

•In a typical large enterprise, you have hundreds of various proprietary andlegacy applications which deal with different parts of the customer information ,legacy applications which deal with different parts of the customer information ,some deal with service data, some with sales data, some others purely withdemographics and contact data. UCM has the capability to synchronize andbring together all this data to give a single unified view of the customer as awhole.

•From a Siebel application point of view, it’s just another application like SiebelSales or Siebel Call Center, built up on the same Data, Business and UI model.

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UCM : What is it? (Continued)

What are the similarities with other Siebel Applications?

– As told before, it uses the same 3-tier model used by all Siebel applications,the data layer, business layer and the UI layer.– It uses the same party model, and most of the tables are also the same,S_CONTACT, S_ORG_EXT etc– It makes use of the same Siebel EAI/EIM architecture. So how does it differfrom other Siebel Applications?from other Siebel Applications?– It extends the party data model a bit to include Source-Data-History tables(explained in the coming slides)– It typically has very few actual UI users, mostly data stewards, and reliesmore on Siebel EAI / EIM for data acquisition / publish

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UCM : What it does? (Functionality)

• Receives the transactions from external systems and applies them to it’s base tables and publishes the updates back to all the systems.• Publish frequency - real-time, batch or event-based (e.g.:on-update of Contact )• Siebel UCM Data Quality - in built component for data de-duplication• Survivorship Rules - based on the defined confidence level for each system• Easy setup for Auto/Manual merge• Features to Un-Merge already merged records later-on if desired.• Best of breed matching technology embedded from SSA• Matching on name, address, and other attributes– configurable for other attributes– configurable for other attributes• Configurable for real time and batch• Suspect duplicates quarantined for review by the Data Steward.

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UCM : What it does? (Continued)

Shown below is a typical usage scenario for Siebel UCM.

The UCM UI is used mainly for Administration, Access Control and Data QualityAdministration.The Data Acquisition / Publish from / to other Siebel eBusiness Applications or other legacy applications in the enterprise happens through the Siebel EAI/EIM layer.

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UCM : Deployment Models

There are two deployment models for Siebel Master Data Applications:1. Co-Located Model: In this type of a deployment, Siebel MDM application shares the same database and Enterprise Server as any other Siebel eBusinessApplication. This deployment is used mainly for smaller enterprises.2. Stand Alone Model: This is the recommended, and mostly used deployment model in which the Siebel Master is deployed on a separate box having it’s owndatabase, separated from other Siebel eBusiness Application. This is the preferred approach in larger enterprises where the volume of transactions is preferred approach in larger enterprises where the volume of transactions is large as well as the integrating systems are many. (See Below)

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UCM : How it does what it does?

Typical data flow in UCM would be as follows:•External System registration, preferences and setup•Receive Inserts / Updates from external systems, cleansematch-merge them toproduce “best version” record•Apply the “best version” record to the UCM base tables.•Create system audit trail (history) of previous version of each modified record•Maintain External ID reference•Publish the modified records back to the systems which have subscribed for•Publish the modified records back to the systems which have subscribed forreceiving updates

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UCM : How it does what it does? (Contd.)

1) System Registration & PrivilegesAn MDM application synchronizes other applications in theenterprise. Hence, it needs to know which applications would besending it inserts / updates while which ones would lookup informationfrom it . UCM has screens where you can register these applicationsand give them privileges (insert, update, query, delete) and definepublish frequencies (real-time, daily)2) Survivorship Rules:2) Survivorship Rules:With updates coming from different applications, Survivorship Rulesdefine field level permissions for which systems data supersedes othersystems. E.g. An email id received from the J2EE Web Applicationcannot be overwritten by the email id coming from a legacy mainframesystem.

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UCM : How it does what it does? (Contd.)

3) SDH: Source-Data-History Tables (also called UCM Staging Tables):These tables perform two functions:a) They act as a “staging area” which is required when records from all the interfaces will be stored temporarily, and checked for system privileges, survivorship rules are applied to them here, as well as data quality rules are enforced on them (cleansing and de-duplication). Once all this is done, the final “best version” of each of these records is placed in the base table holding your “mastered” record.“mastered” record.b) The other function they perform is that of maintaining the System Audit Trail, recording which system sent what data when, and what was the previous values of the “master data record” in the base table before it got updated.

Some of the different “Type” (Field: “UCM Object Type Code”) of data stored in these tables include:

History : These are the previous “best version” records in the base table before they got updatedSource : These are the records which have been decided as the “best version” record and applied to the base tables.Merged : These are the “victim” base table records that got merged with other duplicate records in the base table.Unmerge : These are the records that got unmergedCleansed : These are the cleansed records which were flagged as possible duplicatesBatch : These are the records that have been recently loaded and are awaiting the BDM workflows to be run against them

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The UCM Data Model (EIM, SDH and Data Quality/Governance)

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Strengths of UCM

• Uses Siebel Architecture: Both for the application as well as EAI layers, UCMuses the industry leading Siebel Architecture, which helps connecting it todisparate systems with ease – heterogeneous connectivity.• Data Governance / Stewardship Model: The data steward model is extremelypowerful and yet very simple to use for creating data governance rules.• Data Matching: It has a built-in data de-duplication engine (SSA Matching• Data Matching: It has a built-in data de-duplication engine (SSA MatchingServer) which can provide basic de-duplication functionality.• Oracle suggests Siebel UCM to customers already having Siebel software in it’spremises for Customer Mastering.• To quote Forrester: “The solution remains best-suited for service industrieswith global requirements and Siebel CRM”.

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Weaknesses of UCM

• Data Cleansing: Siebel Data Quality module has no built-in data cleansing engine without which the built-in de-duplication engine is not very effective. Thus, you need to purchase third party software to perform the cleansing functions.FirstLogic, Trillium and First Global are some of the software that perform this function. Firstlogic can be used only for ENU implementations (English Language) and has address verification capabilities only for North America (USA).address verification capabilities only for North America (USA).Trillium reaches out to other countries also.

• Data Matching: The built-in SSA Matching server has limited capability when compared to third party software and cannot be configured much, has to be used “as is”.

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THANK YOU

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