I

Cloud Integration and Data Management Summer School

Lesson 2: Using Cloud MDM to Deliver a Single View of Your Customer

Clive Bearman, Director of Marketing, Informatica CloudSteven Mitchell, MDM Evangelist, Informatica CloudMartyn Leman, MDM Consultant, Cloud Perspective Ltd.

Summer School Overview

• Curriculum

• Good News - No test!

• Complete all 3 lessons receive gift card for a summer treat

Lesson Title Date

1Don’t Get Cast Away on a Data Island

The Essential Guide for Connecting to SalesforceTues 6/18

10:00 am PST

2Customer Relationships Don’t End In September

Using Cloud Master Data Management to Deliver a Single View of Your Customer

Thurs 7/1810:00 am PST

3Working from the Beach

Mobilizing Processes for the Smart Phone GenerationThurs 8/15

10:00 am PST

3

Why are there 3 lessons?

4

There are 3 BIG

challenges.

5

1Salesforce Becomes Another Data Silo

2Salesforce Data Becomes Inconsistent

3Salesforce Users Corrupt

The Data

Today’s Lesson

• Goal

• Understand Salesforce data management challenges

• Faculty

• Clive Bearman, Director of Marketing, Informatica Cloud

• Steven Mitchell, MDM Evangelist, Informatica Cloud

• Martyn Leman, MDM Consultant, Cloud Perspective Ltd.

• Lesson Plan

• Salesforce data management challenges

• Delivering a single view of the customer

• Demonstration

• Data management best practices

• Universal MDM from Informatica

• Q&A

• Homework assignment

7

What’s wrongwith inconsistent

Salesforce data?

(Nothing, if you don’t want a lasting relationship.)

Typical Salesforce Data Management Challenge

8

4

1 2

3

LEAD

LEAD

LEAD

Content created• Manual data entry• Marketing activity• Automated integration

LEAD

Rampant duplication• Data invalid• Data inaccurate• Incomplete data

Business Impact• Inaccurate forecasts• Loss productivity• Adoption issues

Salesforce sprawl• Multiple instances• Different data definitions• Inconsistent processes

Delivering a “Single View of the Customer”

9

Data Quality

• Accurate data• Complete data• No duplicate data• Valid data

DataVisualization

• Hierarchy management• Multi-source data• Multi-dimension views

Data Consolidation

• Field standardization• Golden-master record • Multiple Salesforce orgs• Multiple geographies

Powerful and Proven Data QualityInformatica Cloud MDM

10

Cleanse

Relate

4

1

Enrich

2

3Consolidate

De-duplicationPoint-of-entry de-dupeFuzzy matching

Field standardizationEmail & address validation3rd party data augmentation

Golden masterSchedule/Event-based mergeMulti-org synchronization

Single customer viewMulti-source hierarchyMulti-dimension hierarchy

&

Single View of the Customer in Action

Cleanse

Relate

4

1

Enrich

2

3Consolidate

LEAD

LEAD

LEAD

Content created• Manual data entry• Marketing activity• Automated integration

LEAD

Established uniqueness• Validate data• Add missing data• Complete data

Use the view• Increase revenue• Better customer service• Reduce business risk

Improved data quality• Build single view• Construct hierarchy• Synchronize data

LEAD

&

11

DemonstrationSteven Mitchell

MDM Evangelist, Informatica Cloud

Please Face Forward for the Demonstration

13

• Standardization

• De-duplication

• Securing point of entry

• Consolidation

• Hierarchies

Data Management Best PracticesMartyn LemanMDM Consultant, Cloud Perspective Ltd

Cloud Perspective

Informatica Cloud Certified Partner

Salesforce.com Cloud Alliance Partner

Salesforce.com ISV Partner

Data is our passion and we deliver:

• Cloud MDM (Master Data Management)

• Data Migration

• Data Integration

• Training / On-Boarding

We have delivered, or been influential in, all major Informatica Cloud MDM implementations World-Wide

© Cloud Perspective 2013

Tried and Tested Methods

© Cloud Perspective 2013

Plan Analyze Design and Build

Validate and Deploy

Ensure Ongoing Success

Establish Scope

Project Plan

DQ Data Quality Resolutions

Technical Workshop Require-

ments Sign-off Document

and ScopeDesign Sign-off

Document Use & Test Cases

Solution Build

Manage Data

Test Solution

Iterative Reviews Project

Sign-offKnowledge

Transfer

Project ClosureAddress IssuesCollect lessons

learned & Feedback

Transition to Support

DQ – Data Salvation

© Cloud Perspective 2013

Data Salvation

Salesforce Reporting

Segment Analysis

Educate

The Implementer

The Customer

The Process

Data Salvation Analysis

Client Review

Install and

Config

Synch Accounts

Dupe Check

Client Review

Fine Tune Results

Client Review Go Live

Data Analysis

Before starting any initiative• Thoroughly understand your data.

The better the data quality • The better the results will be all round.

In addition, we help you understand your data and identify areas for improvement.

Typical areas for analysis • Completeness and consistency of addresses, including • Country, State/Province, Phone numbers, Email

addresses.

Patterns of data • Recurring account names (e.g. Days Inn Hotel, Burger

King)

Best fit data for matching and duplicate checking

• How are duplicates identified? • Which fields inform the process?

© Cloud Perspective 2013

Deployment Success - Example

11/04/2023 © Cloud Perspective 2013Page 19

Data Salvation analysis identifies the holes in the data

A 2nd run after enrichment shows that the holes have been plugged!

Performance Tuning & Segment Analysis

© Cloud Perspective 2013

• Cloud Perspective offers optimization for Cloud MDM

• The “Segment” in Cloud MDM is a field used for segmenting records.

• It determines which records will be compared for fuzzy matching

• Reduces the total number of records being compared and ensures that Salesforce.com Governor limits are respected.

• Speeds up processing

• Data Analysis helps us to identify

• The best source fields to use to build the segment.

• The batch acceleration level required to get optimum performance.

Cloud MDM Examples

• Premier League British soccer team

• Multiple sources including, season ticket, regular ticketing, club shop etc., in built duplication

• Allergan, Inc.

• Multi-specialty healthcare

• Hybrid, hub and spoke solution, central repository, single view of the customer in Salesforce

• Interactive Data Corp

• Financial services

• New Salesforce implementation

• Multiple sources including flat file

• Known data issues21

Cloud MDM Multidomain MDM

Cloud MDM and Multidomain MDM

22

Cloud-based multitenant SaaS MDM application optimized specifically for Salesforce

CloudMDM

MultidomainMDM

Generic MDM application to reconcile multidomain master data across all systems

• Resides within Salesforce

• Multitenant architecture (Force.com)

• Consolidates data within Salesforce

• Multidomain data model

• Operational and Analytical use

• On-premise / hosted deployment

Sample Customers

• Consistent customer and relationship data across Salesforce and Enterprise

• Faster data synch from Cloud MDM to Multidomain MDM

• Standardized customer data from Cloud MDM fed into Multidomain MDM

• Fewer duplicates passed on to Multidomain MDM

• View product hierarchies, sales territory hierarchies, sphere-of-influence relationships from Multidomain MDM within Salesforce

Universal MDM BenefitsInformatica Cloud MDM to Universal MDM

23

MultidomainMDM

CloudMDM

Third Party DataApplications

Multidomain

HCP/ HCO

Employee

Location

Product Item

BusinessIntelligence

Universal MDM

Questions and Answers

Homework Assignment

25

1

2

3

Read MDM “Best Practice Guide”InformaticaCloud.com/summerschoolguide

Get social & tell a friendFollow @cloudmdm on Twitter

Come to the final lessonThursday August 15th 10:00 am PST “Working from the Beach” Mobilizing Salesforce Processes for the Smart Phone Generation”

Appendix

27

Cleanse1

De-duplicationPoint-of-Entry de-dupe

Fuzzy Matching

28

Enrich2

Field standardization

Email & address validation

3rd party data augmentation

29

Consolidate3

Golden master record

Scheduled & event-based merging

Multi-org synchronization

30

Relate4

Single customer view

Multi-source hierarchy

Multi-dimension hierarchy

Contact Cloud Perspective at:Cloud Perspective LimitedWigan Investment CentreWaterside DriveWiganWN3 5BA

www.cloudperspective.co.uk

Email: [email protected]: +44 1942 705259

© Cloud Perspective 2013