Feet on the Ground, Head in the Cloud Presentation for the Gartner Master Data Management Summit, April 4, 2014 John Parker

Classic MDM – Focused on Enterprise Data Inside the Firewall With limited integration into external data sources Website SaaS Applications in the Cloud

Today’s MDM – Requires Interaction with External Data …with the critical new requirement of Big Data Offline Customer Data Web Social Collaboration Social Media Streams Big Data Stores Big Data Analytics Mobile Company Website Partners SaaS Applications in the Cloud Email

Data is Outgrowing Technology – for now Gartner says: Through 2015, 85% of Fortune 500 organizations will be unable to exploit big data for competitive advantage. http://www.gartner.com/technology/topics/big-data.jsp

MDM Plays a Key Role in both on-premise and cloud processes In Store Contact Center Social Field Service SmartPhone Direct Sales Channel Sales CLOUD-BASED ON PREMISE Online and Cloud-Driven Experiences Operational Processes Master Data Management

Consolidated and Distributed Architectures OLTP systems are moving to bigger hardware, more consolidated, engineered systems (e.g. Oracle Exadata) “Exadata Storage Servers provide up to 75 GB per second of raw I/O bandwidth and up to 1,500,000 database I/O operations per second (IOPS).” While analytical systems are moving toward distributed filesystems (e.g. Hadoop) and distributed processing (e.g. MapReduce).

To bridge the gap between these two different architectures, MDM is a requirement.

Getting It Right Is Critical With public cloud spending set to surpass $100bn this year … much of what happens next in the cloud sector will depend on the deepening integration of mobile, cloud, big data and traditional IT technologies. Jonathan Bradon BusinessCloud News Roundup: The industry’s top cloud predictions for 2014 January 6, 2014

What does “fit for purpose” mean? Defined by business use cases which set thresholds for: Timeliness Consistency Accuracy Availability Confidentiality Validity Completeness …and other use-case-specific parameters

The Problem Isn’t Information Overload The Problem is Organizational Underload

MDM Powers the Unified Information Architecture CAPTURE MANAGE ANALYZE Reporting Dashboarding Forecasting Relational Transaction Processing Data Warehousing Streaming of Both Caching Event Processing Machine-Learning Predictive Modeling On-Device Capture Low-Cost Storage Processing Non-Relational Interaction Processing Discovery

MDM Roles in the Unified Architecture Outbound, Inbound and Execution Real-Time Decisions Machine Learning Algorithms Potential New Data MDM Technical Services and Sales Email Correspondence Social Media

MDM Roles in the Unified Architecture Outbound, Inbound and Execution Warranty Strategies Run the Business MDM 340K Warranty Analysis Change the Business Active data points in millions of vehicles spread across multiple databases

MDM Roles in the Unified Architecture Outbound, Inbound and Execution Relational BUY NOW Data Filter Processed Data MDM Interest Profile Non-Relational

MDM Helps Determine Which Correlations Have Value And Which are Actionable

MDM Needs to Act as the Integration Nexus

Important Considerations in MDM Planning What do your use cases dictate for the data to be “fit for purpose”? How do you plan to – or need to – integrate on-premise data with cloud based systems and cloud-based data? What does your target, “to be” architecture look like?

Oracle MDM Hubs: Deployment Flexibility On-Premise Private Cloud Public Cloud Hybrid

Exadata + Oracle Database Big Data Appliance + Hadoop Oracle Experience Big Data, Big Hardware, Big Solutions 2014   BlueKai Corente 2013 BigMachines Nimbula Compendium 2012 Eloqua Involver DataRaker Collective Intellect Instantis Vitrue SelectMinds ClearTrial Xsigo Systems Taleo 2011 RightNow Technologies InQuira Endeca FatWire Software GoAhead Software Datanomic 2010 Art Technology Group Silver Creek Systems Market2Lead Exadata + Oracle Database Big Data Appliance + Hadoop