1 Presentation on MDM and Reference Data ARK Conference on Data Quality Management Barry Williams DatabaseAnswers.org 22nd March 2007

2 Master Data Management and Reference Data Overview 1. Pinpointing key data definitions to function within your strategy 2. Assessing impact of master data management in your organisation 3. Creating common concept and vision of data quality 4. The importance of an enterprise data model

3 Master Data Management and Reference Data Data Architecture Overview MASTER DATA STANDARDISATION LAYER BI Data Marts Product/Services Catalogue Customer Matching Data Dictionary Data Quality Audit CRM Reference Data DATA GOVERNANCE Council Tax Housing Benefits Social Services, etc. Data Integration

4 Master Data Management and Reference Data Data Architecture Details DATA STANDARDISATION LAYER - Enterprise Data Model (4) - Mapping from Vendor-specific to MDM Standards (1) - Customer Master Index, Customer Hub, SOA Tibco Smart Mapper (2) BI Data Marts (1) - Street Environment - BVPIs, IEG Returns Services (1) - ERDMS File Plan - LGSL / IPSV (Govt Std) Customer Matching (2) Data Integration (2) - Links to ODS - Council Tax (2) - Housing Benefits - Social Services, etc.. Data Quality Audit (3) - Data Profiling - Gazetteer Validation CRM (1) - Customer Profiles - Good/Bad Customers Reference Data (2) - Ethnic Origins - Vehicle Makes and Models Data (1) Dictionary DATA GOVERNANCE (3)

5 Master Data Management and Reference Data Business Drivers Over 200 Legacy Systems 300,000+ customers –Customers receiving multiple Services ? Fraud Need Single View of the Customer MDM is essential for BI and CRM

6 Master Data Management and Reference Data 1. Pinpointing Key Data Definitions to Function within your Strategy Enterprise Data Dictionary –BI Facts and CRM Customer Hub –Maps to MDM Customer –Published over Intranet –Feedback & Consensus Mapping from Sources to one Target –Using the Data Standardisation Layer and here's a small example...

7 Master Data Management and Reference Data Mapping from Vendor to BI Data Low-level example from Street Environment Services BI Data Mart BV199d587FLY BV199c588FP BV199bGraffiti584GRA BV199aLitter580STC BVPIServiceLGSL CodeVendor Code Ealing BI Data Mart BV199d Fly-Tipping 587FLY BV199c Fly-Posting 588FP BV199bGraffiti584GRA BV199aLitter580STC BVPI

8 Master Data Management and Reference Data 2. Impact of Master Data Management What is Master Data Management ? MDM means providing a ‘Single View of Things of Interest’ Starts with –Reference Data ('List of Values') –Products and Services Data –Customers Data

9 Master Data Management and Reference Data Role of Master Data Management Supports CRM and BI Requires Customer Data Integration Requires Standard Data Platform

10 Master Data Management and Reference Data Implications of Master Data Management Enterprise adopts a common way of looking at data Data Governance Starts with –Data Stewards –Product Catalogs –Services Definitions –Matching Customers …

11 Master Data Management and Reference Data What is Customer Data Integration ? Matching and Consolidation of Customer Data Building a Customer Master Index to support BI and CRM Providing a Single View of the Customer Needs Customer Matching and Data Integration Software

12 Master Data Management and Reference Data What is a Customer Master Index ? Customer - Date - Standard Debt Type - Amount Housing Benefits Overpayments Council Tax Parking Fines Business Rates Rent Arrears Customer Master Index provides A Master Customer ID Matches to IDs in Operational Systems CMI

13 Master Data Management and Reference Data Customer Master Index and BI The Customer Master Index supports Data Marts FACTS are recorded consistently –Customer Demographics –Geographic Distribution –Service Requests –Financial Analysis –Etc.

14 Master Data Management and Reference Data Debtors Data Mart Star Schema

15 Master Data Management and Reference Data Customer Master Index and CRM The Customer Master Index supports CRM Agent sees a consolidated View of the Customer –Appointments –Building Applications –Debts –Housing –Parking Permits –Etc.

16 Master Data Management and Reference Data 3. Creating a Common Concept and Vision of Data Quality Integration requires Data Quality Data Quality is an Enterprise Issue Common Enterprise Data Platform …

17 Master Data Management and Reference Data A Common Concept and Data Platform An Enterprise Data Platform Each Stage builds on the previous one 5) BI Data Mart 1) Properties - Gazetteer 2) Services - Directorate - Service Name 3) Customer Master Index 4) Customer Services

18 Master Data Management and Reference Data 4. The Importance of an Enterprise Data Model Consistent View of Master Data Standard Definitions of Customers, Services... Mapping to BI, CRM, etc.. Implemented in Master Data Standardisation Layer The Ealing Enterprise Data Model... –

19 Master Data Management and Reference Data The Ealing Enterprise Data Model Comprehensive, Generic and Unique A Standard way to integrate Customer Data Property with Gazetteer, Services with LGSL Over 200 Entities in 14 Functional Areas Defines Data Standardisation Layer in SOA Provides Foundation for Data Marts

20 Master Data Management and Reference Data Enterprise Data Model Overview Case Party Finance Agreement Communication Programme Location Reservation Service Service _Request Party - Organisation - Person Party_Agreement Party_Contact Campaign Campaign Event Case Case _Event Geographic_Address Account Party_Activity Party_Reservation Party_Address _Occupancy Finance Account Accounting Transaction Service Catalogue Service Delivery

21 Customer Area Property Area Service_Request Customer - Organisation - Person Geographic_Address (Std = Gazetteer LLPG) Service Catalogue (Std=LGSL/IPSV) Service Delivery Area Master Data Management and Reference Data Enterprise Data Model Extract Customer_Address_Occupancy

22 DATA MART FACTS - Date Time - Location - Customer - Service - FactType - Details CUSTOMER MASTER INDEX - Customer ID - Customer Details LOCATIONS - Location ID - Location Details eg Ward, Street, Postcode Master Data Management and Reference Data MDM, EDM and BI MDM standard for Products, Services data EDM standard for Definitions BI Data Mart is Repository for standardised Data ENVIRONMENT FACT TYPES - Street Inspections - Grafitti - Litter, etc.

23 Master Data Management and Reference Data Example of MDM supporting BI LB Ealing Licence no. LA

24 Master Data Management and Reference Data 5. Getting Started Identify Business Champions Decide the Approach Top-down, Bottom-Up Ref Data, Product Catalogue, CMI Determine the Standards Internal, External, National, Int'l Data Quality Audit Infrastructure, Software Tools, Governance

25 Master Data Management and Reference Data Getting Started - Champions Identify Business Champions With Vision High-Profile Service Successful Track-Record

26 Master Data Management and Reference Data Getting Started - Approach Decide the Approach Top-Down and/or Bottom-Up POC or ‘Feasibility Study’ Management Involvement Success Criteria

27 Master Data Management and Reference Data Getting Started - Standards Determine the Standards Easy where defined LGSL /IPSV, BVPIs Look for obvious Data Leaders eg Social Services for Ethnic Origins Create Glossary for Mapping Aim for Buy-In

28 Master Data Management and Reference Data Getting Started - DQ Audit Data Quality Audit Sell the Importance Prepare a Business Case Carry out Enterprise-wide Data Profiles suggest Standards Obtain Buy-In from ‘Data Stewards’

29 Master Data Management and Reference Data And In Conclusion … Overview, Implications and Getting Started Finally a Tutorial with FeedbackTutorial with Feedback Database Answers and Microsoft - 10 Data Models10 Data Models - Customers in Contact Management,e-Commerce, Help Desk - Products in Asset Management,Catalogues, Inventory Control me at