o Consolidate & govern a unique, complete and accurate master Customer information across the enterprise.

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1 ORACLE CUSTOMER HUB KEY FEATURES TRUSTED MASTER CUSTOMER DATA Cmprehensive Custmer Data Mdel Rles and Hierarchical Relatinships Related and Child data entities: Includes extensin and cnfiguratin f these entities Industry Variants: Includes Financial services, Telecmmunicatins, High Tech, Higher Educatin and s n. CONSOLIDATE List Imprt Wrkbench : Template and metadata driven and business user friendly. Identificatin and Crss Reference Surce Data Histry: Includes capability t rll back the system t a prir pint in time. Rules Based Survivrship: Includes capability t supprt new rule types and cnfigure husehld survivrship rules Oracle Custmer Hub (als knwn as Siebel Universal Custmer Master r Siebel UCM) is Oracle s lead Custmer Data Integratin (CDI) slutin. Oracle Custmer Hub (OCH) leverages the unrivalled dmain expertise f the Siebel platfrm t deliver a rich and cmplete CDI slutin with many unique capabilities. OCH s cmprehensive functinality enables an enterprise t manage custmer data ver the full custmer lifecycle: capturing custmer data, standardizatin and crrectin f names and addresses; identificatin and merging f duplicate recrds; enrichment f the custmer prfile; enfrcement f cmpliance and risk plicies; and the distributin f the single surce f truth best versin custmer prfile t peratinal systems. Overview Oracle Custmer Hub is a surce f clean custmer data fr the enterprise. The primary rles f OCH are: Cnslidate & gvern a unique, cmplete and accurate master Custmer infrmatin acrss the enterprise. Distributes this infrmatin as a single pint f truth t all peratinal & analytical applicatins just in time T accmplish this, OCH is rganized arund five key pillars with a few capabilities CLEANSE Address Validatin: Includes suggest mde r certify mde validatin against c pstal reference files. Enhanced Matching: Includes matching n all types f names, address and identificatin data using flexible search strategies and smart indexing. Als includes multi-language and multi mde capability. Data Decay: Includes decay detectin, decay metrics calculatin and decay preventin capabilities. Guided Merge/Un-Merge Enrichment: Out f the bx integratin with 3 rd party cntent prviders. under each pillar. The fllwing figure illustrates these pillars f Oracle Custmer Hub. Figure 1: Detailed OCH functinality map with new 8.2 features in red 1

2 Trusted Custmer Data is held in a central MDM schema. GOVERN Oracle Data Gvernance Manager: Intuitive and graphical user interface. Advanced Hierarchy Management Plicy and Privacy Management Enhanced Stewardship: Includes richer set f features and better user experience. MDM Analytics: Includes Cmpleteness and Accuracy Dashbards SHARE Web services Library: Includes mre than 20 cmpsite and granular web services. Pre-built Integratin with Operatin applicatins: Includes crss-industryinterperable AIA integratin prcesses with Siebel CRM, Oracle Ebusiness Suite, SAP and Oracle BRM t acquire custmer data and share master data. Pre-built integratin with Analytical MDM. Cnslidatin services manage the mvement f master data int the central stre. Cleansing services deduplicatin, standardize and augment the master data. Gvernance services cntrl access, retrieval, privacy, audit and change management rules. Sharing services include integratin, web services, event prpagatin, and glbal standards based synchrnizatin. These pillars utilize generic services frm the MDM Fundatin layer and extend them with business entity specific services and vertical extensins. Master Trusted Custmer Data Oracle Custmer Hub masters trusted custmer data that includes the fllwing key characteristics: Trusted Custme r Data Master Trusted Custmer Data Party Rles & Relatinships Related Data Entities Vertical Variants PROVEN PLATFORM Enterprise class perfrmance, scalability and reliability. Ease f cnfigurability and extensibility Highly Mdular and Flexible Service Oriented Architecture Flexible deplyment chices Figure 2: Master Trusted Custmer Data Cmprehensive Custmer Data Mdel The OCH data mdel is an enhanced versin f the Siebel Party mdel (as used in Siebel CRM) and has evlved and develped ver many years t the pint where it is able t master nt nly the custmer prfile attributes required in the frnt ffice but als thse required by all applicatins and systems in the enterprise Rles and Relatinships OCH prvides supprt fr managing the rles and hierarchical relatinships nt nly within a master entity but als acrss master entities. In additin OCH als prvides capabilities t view and stre hierarchical histry infrmatin f master recrds. Related and Child Data Entities and their Cnfiguratin OCH is designed t stre all the related and child level custmer data entities such as Addresses, Related Organizatins, Related Persns, Assets, Financial Accunts, Ntes, Campaigns, Partners, Affiliatins, Privacy and s n. By leveraging the prven Siebel platfrm, OCH enables users nt nly t custmize and extend existing entities but als t add new child and related 2

3 entities. Industry Variants The prebuilt custmer data mdel is designed t mdel and stre the custmer prfile attributes fr many majr vertical markets and industries, including (but nt limited t); Financial Services, Telecmmunicatins, Utilities, Media, Manufacturing, Retail Cnsumer Gds, High Tech, Public Sectr and Higher Educatin. Cnslidate Custmer data is distributed acrss the enterprise. It is typically fragmented and duplicated acrss peratinal sils, resulting in an inability t prvide a single, trusted custmer prfile t business cnsumers. It is ften impssible t determine which versin f the custmer prfile (in which system) is the mst accurate and cmplete. The Cnslidate pillar reslves this issue. Cnslidate Imprt Wrkbench Identificatin & Crss- Reference Surce Data Histry Trusted Custmer Data Survivrship Figure 3: Cnslidate OCH slves this prblem by delivering the rich set f interfaces, standards cmpliant services and prcesses necessary t cnslidate custmer infrmatin frm acrss the enterprise. This allws the deplying rganizatin t implement a single cnslidatin pint that spans multiple languages, data frmats, integratin mdes, technlgies and standards. Sme f the key features in the Cnslidate pillar include: List Imprt Wrkbench The List imprt wrkbench has been enhanced significantly t empwer business users t lad data int the hub thrugh metadata and template driven appraches including supprt fr flat files, XML files and excel files. The imprt wrkbench als includes new user interfaces t reslve errr cnditins. In additin t prviding a high perfrmance, high vlume batch imprt, the list imprt functinality is als available as a web service fr real time integratin. Identificatin and Crss-reference T capture the best versin custmer prfile, OCH prvides a prebuilt and extensible custmer lifecycle management prcess. This prcess manages the steps necessary t build the trusted best versin custmer prfile: 3

4 identificatin; registratin; cleansing; matching; enrichment; linking; t create the best versin custmer prfile. The best versin custmer recrd als leverages UUID t uniquely identify the recrd acrss the entire enterprise. The custmer recrd is als tracked acrss the enterprise by using ne-t-many crss referencing mechanism between the OCH custmer Id and ther applicatins custmer recrds. Surce Data Histry OCH als maintains a histry f the changes that have been made t the custmer prfile ver time. This histry allws the Data Steward t nt nly see the lineage assciated with a custmer recrd, but als prvides the ability t ptimize the surce and attribute survivrship rules which cntribute t building the best versin recrd. The histry als enables the Data Steward t rll back the system t a prir pint in time t und events such as a custmer merge. Survivrship The data stewardship and survivrship capability cnsists f a set f features and prcesses t analyze the quality f incming custmer data t determine the best versin master recrd. Rules Based Survivrship: OCH has been significantly enhanced t include rules based survivrship that nw nt nly includes pre-seeded rules thrugh its integratin with Siebel Business Rules Engine (Haley) but als allws users t define any new rule in additin t allwing users t integrate OCH with any ther rules engine. OCH als includes supprt fr new rule types like Master and Slave that wuld determine survivr and victim recrds. Finally OCH als supprts cnfiguring husehld survivrship rules. Cleanse Centralizing the management f custmer data quality has always been a gal f Custmer Hub slutins. Trusted Custmer Data Address Validatin Parse Multi-language Enhanced Match & Merge, Unmerge Manage Decay Enrich Figure 4: Cleanse The Cleanse pillar in OCH, as shwn in figure 4, prvides an end-t-end 4

5 integrated data quality management functinality t analyze/prfile the data, standardize and cleanse the data, match and de-duplicate the data and finally enrich the data t create the best versin master recrd. The key capabilities f the Cleanse pillar include: Address Validatin: Mailing address data is the mst fundamental infrmatin used by the peratinal systems. Inaccurate address data results in lst revenue, increased csts and inefficient business prcesses. Oracle Data Quality Address Validatin Server delivers pwerful and cmprehensive parsing and address validatin features by including pre-integrated adapters t Infrmatica Identity Reslutin (IIR) prducts. Parsing: In additin t parsing addresses int its cmpnent fields in a 5 line unstructured frmat using cuntry tables and parsing rules, the parsing server als recgnizes and separates nn-address related data. Address Validatin & Crrectin: The address validatin server validates the address against the cuntry s pstal reference files. Te level f validatin depends n the level f detail in the pstal reference file and can happen either in suggest mde, where the best matched address is recmmended r in certify mde where the extended attributes like zip + 4 are retrieved. Enhanced Matching: OCH delivers superir matching functinality thrugh its Oracle Data Quality Matching Server that includes pre-integrated adapters t Infrmatica Identity Reslutin (IIR) prducts. Oracle DQ Matching Server prvides high quality search & matching n all types f name, address and identificatin data including Persn Names, Organizatin Names, Address elements, Dates, Telephne numbers, Prduct Names and Scial Security/Drivers License/Passprt Numbers etc. OCH supprts highly flexible search strategies, which can be selected based n the data being searched fr, the level f risk and the need that the search must satisfy, allwing users t balance perfrmance and cmprehensiveness f search/match. OCH matching server can als emulate an expert s ability t match acrss many attributes. The matching server als uses smart indexing t cut thrugh errr and variatin in identify data (including spelling, phnetic, transliteratin and multi-cuntry data errrs, as well as any missing r ut-f-rder wrds and ther variatins), t help enterprise discver duplicates and establish relatinship bth in real time and batch. Multi-Language / Multi-Mde: This feature enables custmer with multi gegraphical implementatins t use different Search Criteria/Match Rules fr recrds with different Languages/Cuntries. Enhanced Suspect Match: The suspect match functinality has been enhanced t prevent any disruptin f business prcesses. This is accmplished by actually creating the suspect incming recrd and flagging fr review later rather than nt creating it as was implemented in previus versins f OCH. 5

6 Data Decay Data decay refers t the way in which managed infrmatin becmes degraded r bslete r stale ver time. OCH prvides data decay dashbards t mnitr and fix the data decay f Accunt and Cntact recrds. These dashbards are accessed thrugh the OCH administratin screens. OCH Data Decay management cnsists f the fllwing key cmpnents: Decay Detectin: Captures updates n the mnitred attributes / relatinships f a recrd and sets the decay metrics at the attribute level granularity r relatinship level granularity. Decay Metrics Re-Calculatin - Prcess t retrieve Decay Metrics fr the mnitred attributes/relatinships f a recrd, use a set f predefined rules t calculate the new metrics value and update the metrics. Decay Crrectness - Identifies stale data based n certain criteria and triggers a pre-defined actin. Data decay mnitrs can be cnfigured n clumn and recrds level. And can trigger actins based n sme pre set criteria fr example we can make a rule that when data is decay indicatr fr cnsumer address field reaches 80 then we autmatically trigger enrichment call t Acxim t get the latest infrmatin abut the cnsumer address. Decay Reprt - generates Decay Metrics charts n a peridic basis Guided Merge & Un-Merge Guided Merge allws end-user t review duplicate recrds and prpse merge by presenting three versins (Victim, Survivr and Suggested) f the duplicate recrds and allws end user t decide hw the recrd in the OCH shuld lk like after the merge task is apprved and cmmitted. Similarly the Un-Merge feature rlls back a previusly cmmitted merge request. Enrichment OCH prvides an ut f the bx integratin with enriched cntent frm external prviders such as Acxim and Dun & Bradstreet. High Perfrmance Oracle data quality slutin has a prven track recrd in terms f scalability and perfrmance, handling large vlume, highly-scalable, critical applicatins. The key enablers include Enhanced cnnectr with Sessin Pl Management Enhanced index management that enables faster synchrnizatin and incremental lad supprt. It is a highly-scalable slutin with prven perfrmance n systems with billins index entries n ne database and millins real-time transactins in an hur Gvern Data gvernance is a framewrk that specifies decisin rights and accuntability n 6

7 the data and all data-related prcesses. In ther wrds, this framewrk determines wh can d what with which data fields, at what stage and under what circumstances. The Gvern pillar in OCH, as shwn in Figure 5, enables users t gvern master data acrss the enterprise using a few key capabilities that includes Data Gvernance Manager, Advanced Hierarchy Management, Plicy & Privacy Management and a few thers like analytical dashbards, enhanced stewardship and histry and audit features. Histry & Audit Prfile & Crrect Gvern Data Gvernance Mgr Hierarchy Mgmt Events & Plicies Privacy Mgmt Trusted Custmer Data Figure 5: Gvern Oracle Data Gvernance Manager Oracle Data Gvernance Manager (DGM) is an intuitive graphical user interface (Figure 6) that acts as a centralized management destinatin fr data stewards and business users t manage custmer data thrughut the custmer data lifecycle. Figure 6: DGM Screenshts DGM enables users t - Define and view enterprise master data and plicies - Mnitr data surces, data lads, data transactins and data quality metrics - Fix data issues and refine data quality rules - Operate Cnslidate, cleanse, share and gvern the hub 7

8 Advanced Hierarchy Management Advanced Custmer Hierarchy Management is enabled within OCH thrugh integratin with Oracle Hyperin Data Relatinship Manager (DRM). This expands hierarchy management capabilities with DRM s features made available fr OCH accunts, accunt hierarchies and Dun & Bradstreet (D&B) hierarchies. In this advanced ptin, data stewards can create new hierarchies (Figure 7); drag and drp new accunt ndes int and ut f a hierarchy; and cmpare, blend, merge, and delete hierarchies. Figure 7: Hierarchy Mgmt Plicy & Privacy Management The Siebel Privacy Management Plicy Hub enables an enterprise t centralize the enfrcement f Privacy plicies within an OCH r CRM deplyment. This mdule extends the standard custmer master, making it a central plicy hub and enables cmpanies t cmply with privacy rules and regulatins by deriving r capturing a custmer s privacy electins. The plicy s rules are enfrced based n crprate r legislative regulatins, peridic events, r changes in privacy electins. Integratin with external systems enables changes made t a custmer s privacy status t be published r cnsumed. Enhanced Stewardship OCH Data stewardship capability has been enhanced t nt nly deliver richer set f features but als t prvide a better user experience t accmplish the Cnslidate and Cleanse functins. The new enhancements and capabilities that were described earlier in the Cnslidate and Cleanse pillars include enhanced survivrship, enhanced merge functin guidance and enhanced suspect match functinality. MDM Analytics MDM Analytics dashbards enable data steward t quickly and practively assess the quality f custmer and cntact dimensinal data entering OCH. 8

9 Figure 8: MDM Analytics: Cmpleteness Dashbard Figure 9: MDM Analytics: Accuracy Dashbard Thrugh its ease f use, the dashbards like Master Recrd Cmpleteness (Figure 8) and Master Recrd Accuracy (Figure 9) accelerates the data s timet-value and helps t drive better business results by: 1. Pinpinting where data quality imprvement is needed; 2. Enabling the data stewards t take crrective actin t imprve the quality and cmpleteness f the Custmer and Cntact data; and, 3. Helping t imprve rganizatinal cnfidence in the infrmatin. Share Clean augmented quality master data in its wn sil des nt bring the ptential advantages t the rganizatin. Fr MDM t be mst effective, a mdern SOA layer is needed t prpagate the master data t the applicatins and expse the master data t the business prcesses. The share pillar in OCH, as shwn in Figure 10, prvides capabilities t share the vest versin master data t the peratinal and analytical applicatins. 9

10 Share Web Services Library Trusted Custmer Data Publish & Subscribe Transprts & Cnnectrs Authrizatin Registry The key capabilities in this pillar include: Figure 10: Share Web Services Library OCH cntains mre than 20 cmpsite and granular web services. These services prvide a handle t expse day t day peratinal and analytical functinality that custmer s peratinal and analytical applicatins can cnsume t expse this functinality. These services include Sync Services: Sync Services enables OCH t create and update Organizatins, Persns, Grups and Financial Accunts. Match Services: Match Service enables ther cnsuming applicatins t perfrm a match fr Organizatins, Persns, Grups and Financial Accunts. Crss-reference Services: X-Ref services implements crss-referencing functinality by assciating master recrds with crrespnding recrds residing in ther peratinal applicatins. Merge Services: Merge Service perfrms merge f mre than 1 custmer master recrds. Gvernance Services: Gvernance services are thse services that are part f the Data Gvernance Manager t expse the key hub functins f Master, Cnslidate, Cleanse, Gvern and Share in additin t the gvern functin. Pre-Built Integratin with Operatinal Applicatins OCH als includes pre-built cnnectrs that cnnect OCH with ther participating applicatins. These cnnectrs are built leveraging the Applicatin Integratin Architecture (AIA) framewrk using the Fusin Middleware. The pre-built integratin slutin cnsists f 3 cmplementary cmpnents in additin t the cmpsite web-services in OCH. AIA Integratin Prcesses: These prcesses are pre-cabled Applicatin Integratin Architecture (AIA) Prcess Integratin Packs (PIPs) cnnecting OCH t Siebel CRM, Oracle E-Business Suite, Oracle Billing and Revenue Mgmt (BRM), SAP and third-party cntent enrichment prviders. These prcesses supprt 2 mdes f integratin scenaris: Push Mde and Pull Mde. Push Mde: In this mde f peratin (Figure 11), the peratinal applicatins (Siebel, EBS, BRM, SAP...) act as passive applicatins by sending new r updated custmer/master infrmatin t the hub fr cleansing, de-duplicatin 10

11 and enrichment. The hub then in turn publishes the cleansed glden versin t all the participating applicatins that can cnsume the message r nt based n their appetite t subscribe t these messages. Figure 11: Push Mde Pull Mde: In this mde f peratin (Figure 12), surce/cnsuming apps interact with the hub in real time by executing synchrnus integratin prcesses at the time f data entry. The prcesses that perate in Pull mde include the fllwing - Match prcess: the participating apps queries the hub fr searching (fuzzy) matching recrds t a list f criteria - Fetch prcess: nce the recrd is selected, the participating app asks the hub fr the entire prfile f this recrd and replicates this data int its wn database - Sync prcess: This happens after the fetch wherein any mdificatin f the custmer recrd in the peratinal app is synced back t the hub. Figure 12: Pull Mde MDM Aware Apps: MDM Aware applicatin is any mdified and integrated applicatin that assumes that its custmer data resides utside its wn database 11

12 and in the external MDM system. The pre-built integratin slutin with the OCH includes enhancements t Siebel CRM and Oracle E-Business Suite that makes them MDM Aware. Cmpsite UI Framewrk: A cmpsite applicatin user interface enables nn-oracle applicatins such as legacy and web applicatins t als becme MDM Aware. By leveraging the cmpsite UI framewrk, custmers can easily embed the UI int any ther applicatin s the users culd avail f the Match/Fetch and Sync prcesses with minimal effrt. Pre-Built Integratin with Analytical MDM As the trusted custmer master, OCH is ideally integrated with the enterprise analytical systems. Oracle ptinally prvides pre-built integratin between OCH and Oracle Business Intelligence Enterprise Editin (OBIEE). Prebuilt ETL prcesses extract infrmatin frm OCH and lad it int the OBIEE Data Warehuse. OBIEE prvides a number f Infrmatin Dashbards fr the Data Steward t mnitr the quality f custmer infrmatin. These dashbards ensure the Data Steward has all the infrmatin necessary t ptimize and imprve data quality. OCH Platfrm Over a decade f cntinuus imprvement and enhancement have made the Siebel architecture a hugely capable applicatin platfrm fr deplying custmer centric slutins. Many custmers have deplyed this platfrm with databases that cntain many hundreds f millins f custmers. Thusands f rganizatins acrss the glbe rely n the Siebel platfrm t manage their glbal custmer infrmatin in a secure, reliable and scalable manner. The OCH platfrm cmes with a few majr characteristics that truly makes it the leader in MDM platfrm: Cnfigurability & Custmizability The Siebel platfrm has als been designed fr rapid cnfiguratin and custmizatin, with brad extensibility in mind. The OCH applicatin is declaratively defined using Siebel Tls, and the resulting metadata is stred in a central repsitry. This metadata includes the business bject mdel and the data entity mdel, allwing existing bjects and entities t be extended, and new bjects and entities t be created and linked t thse bjects already in existence. A majr advantage f this apprach is that applicatin upgrades are simpler t undertake and t deply. Mdularity and Flexibility CDI implementatins range frm lightweight registries t rbust, persistent masters able t manage and stre nt nly the cre custmer prfile but als t prvide a centralized single view f child entities assciated with the custmer. OCH is designed in a mdular fashin allwing a deplying rganizatins the flexibility t deply anywhere frm a lightweight registry t a rbust persistent hub with assciated child entities. OCH s extended capabilities are available as ptinal mdules, e.g. the Oracle Activity Hub r the Oracle Privacy 12

13 KEY BENEFITS Oracle Custmer Hub delivers a high return n investment by enabling an rganizatin t realize the fllwing key benefits: BUSINESS GROWTH Increases Crss-sell/upsell Imprves call center prductivity Reduces marketing mailing csts Imprves custmer retentin OPERATIONAL EFFICIENCY Reduces data management csts Reduces sales rder errrs Reduces sales cycle time(b2b) Imprves campaign respnse rate COMPLIANCE Reduces nn-cmpliance risks Reduces credit risk csts Reduces reprt generatin csts IT AGILITY Reduces cst by sunsetting legacy systems Reduces time t take new prjects t market Reduces integratin csts Management Plicy Hub. Service Oriented Architecture The Siebel architecture and platfrm was designed frm the utset t be bject based, service riented; and metadata driven. Building n this architectural platfrm, OCH prvides a rich set f prebuilt MDM services, tgether with a set f adapters t supprt the mst cmmn integratin technlgies. Deplyment Chices Organizatins have varying requirements when it cmes t chsing hw t deply a CDI slutin. Many rganizatins will deply a stand-alne CDI Hub that is integrated t all ther applicatins. OCH supprts this stand alne deplyment mde, hwever, fr thse custmers that want their Siebel CRM system t be the trusted custmer master fr the enterprise, OCH ffers a unique alternative where it is deplyed embedded within the Siebel CRM applicatin instance. When deplyed in this way the Siebel CRM applicatin exhibits all f the mastering capabilities that are unique t OCH. Benefits Oracle Custmer Hub delivers high return n investment t its custmers resulting in realizing significant revenue imprvement and sizable expense savings. While Custmer hub makes the IT rganizatin mre agile, the majr benefit is realized in the business side enabling business grwth, enhancing peratinal efficiency and imprving the rganizatinal cmpliance. The business grwth cmes thrugh revenue imprvement via the ability t d better crss-sell/up-sell with mre accurate custmer view, imprve custmer retentin thrugh enhanced custmer service and effective marketing campaigns supprted by enhanced custmer infrmatin. Imprvements in peratinal efficiency are specifically in areas f reducing rder errr rate, B2B sales cycle time r crprate-wide data management csts. Risk and Cmpliance is a majr cncern fr rganizatins and a custmer hub slutin enables rganizatins t reduce its cmpliance risks and credit risk csts. Finally the IT agility f the rganizatin increases by reducing integratin csts and time t take new applicatins t market. Cpyright 2007, Oracle Crpratin and/r its affiliates. All rights reserved. This dcument is prvided fr infrmatin purpses nly, and the cntents heref are subject t change withut ntice. This dcument is nt warranted t be errr-free, nr is it subject t any ther warranties r cnditins, whether expressed rally r implied in law, including implied warranties and cnditins f merchantability r fitness fr a particular purpse. We specifically disclaim any liability with respect t this dcument, and n cntractual bligatins are frmed either directly r indirectly by this dcument. This dcument may nt be reprduced r transmitted in any frm r by any means, electrnic r mechanical, fr any purpse, withut ur prir written permissin. Oracle is a registered trademark f Oracle Crpratin and/r its affiliates. Other names may be trademarks f their respective wners. 13