1. Fusion Customer Hub – Foundation for CRM
Narayanarao Machiraju
Senior Principal Product Manager
4/1/2013

2. Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

3. Program Agenda Introducing Oracle MDM Architectural Options
Fusion Customer Hub differentiators
How we do the Data Management
Siebel UCM and Fusion Customer Hub comparison
Key Takeaways

4. MDM Manages Ongoing Information Change Consolidate, Cleanse, Standardize, Cross-Reference, Govern, and Share
ETL
Store
Mobile
Social
Online
Call Center
Middleware
Region
Ecommerce
Region
Dept App
International
ETL

5. New 360 Degree View of the Customer
Orders
Campaigns
Invoices
Quotes
Internal
External
Locations
Assets
Service Requests

6. Enterprise Grade MDM Oracle MDM
Modern. Purpose-Built. Multi-Domain. SaaS. Standards Based.
trusted
crowd-sourced
Oracle Fusion Middleware
Oracle Exa* / Database
Customer
Supplier
Asset
Product
Location
Employee
Financial
MDM Platform Foundation
Enterprise Schema & Common Services
Enterprise Data Quality
Oracle MDM
Data Governance & Compliance
Enterprise Analytical MDM
social
CRM
Other Sources
ERP
EPM/BI
CRM
Legacy…

7. Key Components of Fusion Customer Hub
Deep & easily configurable yet upgradeable Industry specific schema
World class data governance
Pre-built library of extensible fine grain & composite web service
GOVERN
Web Services Library
Events & Policies
SHARE
Transports & Connectors
Data Governance Manager
Trusted Master Data
Registry
History & Audit
Roles & Relationships Related Data Entities
BPM
Import Workbench
Multi-language
Identification
& Cross-Reference
High performance “heavy duty” import
Competition – prebuilt data model and integration services –
Tell story around dominating with commerce and cxm
Address Validation
Robust DQ & unique Knowledge Based MDM offering
Source Data
Enhanced Match & Merge
CLEANSE
Enrich
CONSOLIDATE

8. Key Fusion Customer Hub Differentiators

9. Oracle Customer Experience Portfolio
In Store
Contact Center
Social Media
Field Service
Smartphone & Tablet
Direct Sales
Oracle
Marketing
Cloud
Oracle
Commerce
Cloud
Oracle Sales
Cloud
Oracle Service
Cloud
Web
Channel Sales
MDM
CX Foundation
PaaS, Social, Smartphone, Tablet, Integration Tools, Process Automation, BI

10. Vision Drives Investment
Comprehensive Data Modeling
Closed Loop Data Quality
Integrated Steward Dashboard and Analytics
Multi-Domain MDM
Configure, Extend & Integrate

11. Comprehensive Party Model and 360 View
To Achieve Single View of Customer
Single party record to model all interactions between party and the deploying company
Drag and drop UI provided to model multiple hierarchies per corporate family
Complete history of changes to customer information is tracked
Single view of customer attributes, relationships and child entities delivered
Any relationships between two parties can be modeled

12. Closed Loop Data Quality
Continuously Improve Quality of Customer Data
Integrated real time deduplication and cleansing to prevent bad data during entry.
Periodical batch deduplication and cleansing to continuously correct bad data
Integrated metrics & dashboards enables continuous monitoring of data quality.
Guided merge process to facilitate generation of best version record
Data Management history captured to enable future recovery

13. Integrated Steward Dashboard and Analytics
Enforce Enterprise Data Governance
Consolidated steward dashboard to provide single landing page for all steward tasks.
Embedded analytics to provide in context insight into data management status
Steward productivity is managed via task assignment, escalation
Enterprise merge agreement rules codified using business rules engine
What-if analysis/ simulation capability to reduce errors and efforts in governance

14. Comprehensive MDM Platform for All Domains
Satisfy Enterprise Master Data Management Needs
Next generation master data management platform for all MDM domains.
Supports all MDM deployment styles from consolidation to registry to transactional.
Integrated application composers delivers ease of extension and configurability
Centralized deployment template and tasks reduces deployment and maintenance efforts
Flexible deployment choices: on premise vs on the cloud, integrated vs colocated

15. Configure and Extend to Meet Your Processes
Extend out-of-the-box capabilities by non IT personnel with easy-to-use, browser based composers
Modify existing applications
Extend existing applications
See modifications immediately
Add new modules
This was covered in detail on Friday.
Sales Operations

16. Flexible Implementation model
Siebel
EBS
SAP
Legacy
Web
Siebel
EBS
SAP
Web
DW/BI
Trusted Customer Data
Fusion Customer Hub implemented as a Transactional MDM
Fusion Customer Hub implemented as a Registry MDM
Siebel
EBS
SAP
Legacy
Web
DW/BI
Trusted Customer Data
Fusion Customer Data Management Foundation to support other Fusion applications such as CRM, ERP, FINS, SCM
Siebel
EBS
SAP
Web
DW/BI
Legacy
There are primarily 3 main scenarios in which we see customers deploying our solution…
In the first scenario, the PIM Data Hub is deployed as an extension to the EBS item master. A typical to use case is the consolidation of piece parts or components catalog for procurement and sourcing efficiencies, as well as promoting component reuse, as in the high-tech and industrial sector, directly impacting the Buy-Side functions in an enterprise. This scenario is relatively quick to deploy when the EBS is the primary system of record for product definition and sourcing, and most of the product data-related processes are in the EBS system…typical of heavy users of EBS SCM & MFG. A single EBS installation is equipped to support the required schema, data quality and integration needs of the PIMDH.
In the second scenario, PIMDH deployed as a standalone entity with the EBS as one of the spoke systems. This scenario is typical in environments where EBS is not the primary system of record for product data, and the emphasis is on internal product design, development & introduction processes supported across multiple home-grown systems. This scenario is most common in non-traditional industries where product information is evenly distributed across disparate platforms and there is demand for a standalone PIM solution for providing a unified view of consistent product information to internal and external consumers. Such an application of the PIM solution is also referred to as ‘In Side PIM’ and is very easy and quick to deploy with significant ROI upside.
The third scenario is a variation of the second scenario with the only difference being the absence of an EBS instance in the customers applications landscape. While scenario 2 and 3 have some of the same integration characteristics as scenario one, they have the added advantage of providing a platform for customers to rapidly deploy strategic product information-based point solutions, such as PLM, Strategic Sourcing, Spares Mgmt, Service, etc. It is also considered a step in the direction of setting a course for migrating to the Oracle Fusion Applications platform…
Scenario 3 is seen more often in highly dynamic and competitive product and service industries where customer have a need for a rapid deployment of a enterprise product catalog to serve as a common platform for consolidating and streamlining their constantly evolving product offerings, primarily for eCommerce (web catalogs), customer support, customer marketing and merchandizing. Telco and Retail are great examples.
Fusion Application
Trusted Customer Data

17. Flexible Deployment - Oracle Cloud Services
On Premise
@Customer
Private Cloud
Public Cloud
Software License
Customer
Customer
Customer
Oracle
Software Mgmt
Oracle offers an extensive range of cloud services.
The customer licenses the Software for all scenarios except the Public Cloud. The customer will instead subscribe for a fee to a Cloud Services offering e.g. CRM OD, Fusion Applications, RNOW, Taleo etc. The Cloud Services fee will include all the data center services, infrastructure management, software management including support and software licenses required to deliver the service subscribed to by the customer.
Offering involves a customer setting up their own infrastructure and database while Oracle manages their infrastructure remotely. The customer licenses the software, but Oracle runs it for them for an additional managed service fee.
In scenario (Private Cloud) – the customer still licenses their software, but Oracle runs it for them in an Oracle data center which includes all of the infrastructure needed to operate the application for an additional managed service fee.
Customer
Oracle
Oracle
Oracle
Infra Mgmt
Customer
Oracle
Oracle
Customer
Oracle
Datacenter
Customer
Customer
Oracle
Oracle
Hosted & Managed
Remote Management
Hosted as a Service

18. Fusion Customer Hub Technology Differentiators
Tactical Guideline: Note that desired implementation style changes over time, as your MDM strategy evolves and broadens to take account of more master data domains in your business. Revise technology selection routines accordingly.
Native SOA Based Hubs
Best in class standards based J2EE applications leveraging latest Fusion Middleware technology providing technical adaptability
Single Tech Stack for Multi Domain, Multi Form MDM Needs
Single code line for On- Premise and On-Demand with support for multi-domain, multi form MDM on single platform featuring common services reducing total cost of ownership
Comprehensive Embedded Data Intelligence/Governance
Proactive monitoring, governing of critical data, trends, with integrated dashboards; advanced ad hoc analytic capabilities using embedded Oracle Business Intelligence Applications
Pervasive and Proactive Data Quality Management
Leverage best in class native Data Quality solutions to reduces data quality problems at point of entry & continuously monitors data issues
Standard Based Integration Framework
Comprehensive Web Service/Java API, ODI based batch framework with what-if analysis capability to reduce implementation effort/cost
Embedded Enterprise Search, Web 2.0 Features
Enhanced information retrieval and sharing, Interactive and efficient rich Web 2.0 User Interface to improve end user productivity and enhance collaboration
End to End Business Process, Policies Support
Business process orchestration using BPEL, governance/ approval via AMX, declarative specification of data policies, and improved manageability and upgradability
There are different architectural styles for MDM systems. Each style provide different capabilities, require different levels of architectural commitment and organizational change, and are applicable to different situations. The "consolidation" style brings a view of the master data (most often using metadata to describe the master data) in the confines of a data warehouse separate to the operational source systems. The "registry" style maintains a central key of global identities, links to master data in source systems and holds transformation rules. At runtime, it accesses the source master data and assembles a point-in-time view. This style is a relatively noninvasive layer and tends to be used for identity management. The "centralized" style, previously referred to as "transactional" is where the enterprise has decided to centralized authorship, governance, and storage of the actual master data in a single hub for all purposes. The "coexistence" style is a hybrid style that reflects aspects of all the other styles, and more generally recognizes that authorship, governance, and storage, are distributed across disparate sources in varying degrees of complexity — which has to be catered to by a lot of data duplication and synchronization.
Action Item: Understand the various MDM architectural styles, and decide which one is required for your MDM of product data implementation. Note that over time you may end up mixing and matching styles for product, and other master data types.

19. Fusion Customer Hub Product Differentiators
Tactical Guideline: Note that desired implementation style changes over time, as your MDM strategy evolves and broadens to take account of more master data domains in your business. Revise technology selection routines accordingly.
Model all internal and external person, organization, group and relationship, Consistent management UI and customer model across all Fusion Apps.
Unified Party Model
Enhanced Data Model Extensibility
Capability to track multiple names, contact points and identifiers for each customer entity. Flexibility to create user defined geographical structure and hierarchical relationship.
Best-in-class Matching and Cleansing
Provide both deterministic and probabilistic match abilities across multiple languages and formats to increase accuracy in duplicate identification
Flexible Deployment Choices
Support all hub deployment styles (including Registry Style) and options (including On Premises and SaaS).
Configurable and Integrated Data Steward Dashboard
Operational statistics, status and recommended actions in one location to enable a comprehensive overview of all data management tasks and progress.
Intuitive, Guided, Task-Based End-User and Data Steward UI
Data Steward UI to manage duplicate requests via queues. Improves data steward productivity.
Declarative Specification of Business Policies
Reduced data management cost, and improve manageability and upgradability by specifying merge policies in business rules engine
There are different architectural styles for MDM systems. Each style provide different capabilities, require different levels of architectural commitment and organizational change, and are applicable to different situations. The "consolidation" style brings a view of the master data (most often using metadata to describe the master data) in the confines of a data warehouse separate to the operational source systems. The "registry" style maintains a central key of global identities, links to master data in source systems and holds transformation rules. At runtime, it accesses the source master data and assembles a point-in-time view. This style is a relatively noninvasive layer and tends to be used for identity management. The "centralized" style, previously referred to as "transactional" is where the enterprise has decided to centralized authorship, governance, and storage of the actual master data in a single hub for all purposes. The "coexistence" style is a hybrid style that reflects aspects of all the other styles, and more generally recognizes that authorship, governance, and storage, are distributed across disparate sources in varying degrees of complexity — which has to be catered to by a lot of data duplication and synchronization.
Action Item: Understand the various MDM architectural styles, and decide which one is required for your MDM of product data implementation. Note that over time you may end up mixing and matching styles for product, and other master data types.
Copyright © 2011, Oracle and/or its affiliates. All rights reserved.  Oracle Proprietary and Confidential

20. Data Management in Fusion Customer Hub

21. Fusion Customer Hub Fusion Customer Hub 21 Coles Online Legacy Systems
Call Center
Fusion Customer Hub
Cleanse
Dup Iden
Dup Resolution
Enrich
Campaign Mgt
POS
Flybuys
Analytics 21

22. Data Management Process
POS
Consolidate
File Import for SaaS
Bulk Import for On-Premise
Fusion Customer Hub 22

23. Data Management Process
Cleanse
Address Validation
Standardization
Fusion Customer Hub
Cleanse
Dupl Iden
Dupl Resolution
Enrich
Incoming Record
First Name: Mr CharLES
Last Name: wOODS III
Phone:
Address 1: 123 southeast Main Street
City: MIAMI
State: NULL
Zip:
Call Center

24. Data Management Process
Data Cleansing and Standardization
Consolidated set of business rules that leverage Postal Directories and Names Dictionaries to:
Enforce standards across Consumers and Addresses.
Complete Consumer and Address records.
Resulting Record
First Name: Charles
Last Name: Woods
Phone:
Address 1: 123 SE Main St.
City: Miami
State: FL
Zip:
Incoming Record
First Name: Mr CharLES
Last Name: wOODS III
Phone:
Address 1: 123 southeast Main Street
City: MIAMI
State: NULL
Zip:

25. Data Management Process
Duplicate Identification
Fuzzy Matching
User Defined attributes
Fusion Customer Hub
Cleanse
Dupl Iden
Dupl Resolution
Enrich

26. Data Management Process
INPUT
Receive Contact from Call Center
SEARCH
Apply Rules and Identify Suspects
MATCH
Apply Rules, Calculate Scores and Narrow Results
OUTPUT
Send Duplicates to Fusion
Incoming Record
Charles Woods
09/20/1980
Initial Suspects
123 Charlie Woods
873 Charles Wood
498 Charly Woods
396 Karl Wood
733 Carl Wood
Score Adjustment
72-Charlie Woods, 10/09/1976, ,
70-Charles Wood, 05/08/1965, ,
95-Charlie Woods, 09/20/1980, ,
70-Karl Wood, 12/15/2005, ,
70-Carl Wood, 10/03/1979, ,
Resulting Duplicate
123 Charlie Woods
09/20/1980
Score: 95
Fusion Decision on Incoming Record
Decision:
Incoming Charles Woods will be linked or Merged to existing Charlie Wood (123) with a score of 95

27. Data Management Process
Fusion Customer Cloud
Cleanse
Dup Iden
Dup Resolution
Enrich

28. Data Management Process
Duplicate Resolution
Use Manual Survivorship for Conflict Resolution
Multiple options
Link
Merge
Example of Merge
Incoming: Legacy System
Name: Charles Woods
DOB: 09/20/1980
Phone:
Existing: Loyalty
Name: Charlie Woods
DOB: 09/20/1980
Phone:
Resulting Best Version
Name: Charlie Woods
DOB: 09/20/1980
Phone: + =

29. Data Management Process
Enrich
Golden Customer Record is enriched with data from the data cloud ( Not Released Yet)
Fusion Customer Cloud
Cleanse
Dup Iden
Dup Resolution
Enrich

30. Closing the Loop Fusion Customer Cloud Resulting Best Version
Coles Online
Resulting Best Version
Name: Charlie Woods
DOB: 09/20/1980
Phone: ….
Legacy System
Call Center
Fusion Customer Cloud
Cleanse
Dup Iden
Dup Resolution
Enrich
Incoming Record
Prefix: NULL
First Name: Mr CharLES
Last Name: wOODS III
Suffix: NULL
Gender: NUL
Phone:
Address 1: 123 southeast Main Street
City: MIAMI
State: NULL
Zip:
Campaign Mgt
POS
Flybuys
Analytics

31. Compare Siebel UCM and Fusion Customer Hub

32. Functional Comparison between UCM and FCH (As of Today)
Features/Capabilities
UCM
FCH
Parity Achieved in
Survivorship with Merge and Unmerge
H2CY13
Comprehensive Data Model including Account/Contact/Location x-ref
Hierarchy management
Data quality functionalities
UI & workflow support for data steward
Integration and Pub/Sub Features
Business services facilities
Source Data History and Data Lineage
H1CY13
Privacy Management and Financial Account Mastering
H1CY14
Data Governance
Multi Domain mastering
Ease of Extension and Customization
© 2006 Oracle Corporation 32

33. Key Takeaway’s

34. Key Takeaway’s Fusion Customer Hub is..
ONLY enterprise grade, cloud based B2B and B2C Customer Hub solution
COMPREHENSIVE trusted party information (customer, partner, supplier, employee…)
PERVASIVE and EMBEDDED customer data quality
EFFECTIVE and EFFICIENT data governance and business process management
EASY to create, consolidate and share trusted data