MASTERING YOUR CUSTOMER DATA WESSEL DE MEYER

Transcription

1 MASTERING YOUR CUSTOMER DATA WESSEL DE MEYER

2 AGENDA The opportunity Decision Management Master Data Management

3

4 5 MINUTE QUIZ It is not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages. - Henry Ford

5 5 MINUTE QUIZ There is only one boss. The Customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else. - Sam Walton

6 CUSTOMERS WANTS A CONSISTENT EXPERIENCE ACROSS CHANNELS

7 DEVICES ARE MORE THAN ONLY ONE CHANNEL

8 SAS DECISION MANAGEMENT

9 SAS DECISION HUB CONCEPT CUSTOMER DECISION HUB

10 SAS DECISION HUB CONCEPT Marketing campaigns Service-Activities Sales programs Regular communications Contact strategies Priorities CUSTOMER DECISION HUB Strategic decisions Contact rules Constraints Channel/Budget restrictions Analytical models Events, Trigger Transactional data Potentials, Risk History

11 Facebook Token: AAACNg1ulZCUY BAHEZCxbJTSO Login: Twitter ID: gummybear23 Fixed Line: Person: John Smith Skype ID: JSmith410 Johno@gmail.com Mobile: Apple ID: jsmith12@example.com

12 SAS MASTER DATA MANAGEMENT

13 WHAT IS MASTER DATA MANAGEMENT?

14 FUNCTIONAL ARCHITECTURE OVERVIEW

15 THE TECHNICAL PROCESS OF MASTERING DATA

16 STEP 1: CLEANSE Standardization Transformation

17 STEP 2: CLUSTER

18 CLUSTER AND SURVIVE CRM Financial ID First Name Middle Name Last Name DOB Address 4711 Hannah Teresa Smith 18/01 46, High St, St. ST. Albans ALBANS ID First Name Middle Name Last Name DOB Address A11B.88 Hanna T Smith 18 Jan , High Street, St. Albans ID First Name Middle Name Last Name DOB Address Web HANA Theresa THERESA SMITH HSmith@gmail.com High Street, St. Albans ID First Name Middle Name Last Name DOB Address Hannah Theresa Smith 18/01/1995 hsmith@gmail.com 46, High St, St. Albans MDM

19 DM Repository Management SUNZ MANAGING MASTER DATA Source Data Staging Stewardship Data Integration Cleansing Master Data Hub MDM UI Matching MDM Data Real Time Services Best Record Monitor Dashboard Load Data Remediation Data Owner Profile Data Data Governance / Business Rules / KPI Workflow

20 COLLABORATION THROUGH DATA REMEDIATION Abnormal Data Send to Data Remediation Generate new Golden Record Data Steward Reviews Data Data Owner Fixes Issue Workflow

21 SAS MASTER DATA MANAGEMENT MDM UI Web Services Audit Trail Access Control Master Data Hub Data History Manage Data Quality Monitor and Search Master Data Manage Golden Records Hierarchies & Relationships Global Record ID Data Remediation & Workflow

22 MASTER DATA ROLLOUT PLAN Consolidation Phase Analytical MDM Operational MDM

23 MASTER DATA ROLLOUT PROCESS Data Remediation 1 On regularly basis new and update Master Data are sent to MDM hub either in batch or real-time. 2 When data is sent to the MDM Hub is gets: Cleansed Standardized Enriched De-duplicated 3 Critical data gets automatically sent to Data Remediation Source Systems MDM Hub 6 When MDM is operational it will regularly update all systems with the latest Golden Record information to ensure all systems are always up-todate. 5 Data Warehouse/ Marts are getting refreshed with latest Golden Record Information. Data Warehouse 4 Touch Points Touch Points are able to consume the same information about Clients

24 SAS MASTER DATA MANAGEMENT CAPABILITIES Multiple data sources Editable entity definitions Entity resolution interface Defined load/clustering processes Loading new data into existing project Editable clustering criteria Persistence of clustering rules Web-based interface Entity relationship support Entity modification after creation Split and merge clusters Multiple locale support Workflow integration Multiple entities in a project

25 WHY MASTER DATA MANAGEMENT? Single View of Customer & Improved Data Quality Enterprise Decision Management Analytical Modeling Drives Drives Improved Customer Interactions Increases Revenue, Customer Satisfaction and Loyalty

26 MORE INFO More on Master Data Management at Whitepaper at Talk to SAS!

27 THANK YOU