LDM Slides: How Data Modeling Fits into an Overall Enterprise Architecture

HowDataModelingFitsIntoanOverallEnterpriseArchitecture

DonnaBurbankGlobalDataStrategyLtd.

LessonsinDataModelingDATAVERSITYSeriesJanuary26,2017

GlobalDataStrategy,Ltd.2017

Donnaisarecognizedindustryexpertininformationmanagementwithover20yearsofexperienceindatastrategy,informationmanagement,datamodeling,metadatamanagement,andenterprisearchitecture.

SheiscurrentlytheManagingDirectoratGlobalDataStrategy,Ltd.,aninternationalinformationmanagementconsultingcompanythatspecialisesinthealignmentofbusinessdriverswithdata-centrictechnology.

Shehasservedinanumberofrolesrelatedtodatamodeling&enterprisearchitectureincluding• IMPracticeleadforEnterprise

ArchitectsconsultingcompanyinUS&Europe

• OMGcommitteememberoftheBusinessProcessModellingNotation(BPMN)

• DirectorofProductManagement,ER/Studio

• VPofProductMarketing,Erwin• Datamanagementimplementation&

consultinginUS,Europe,Asia&AfricaforPLATINUMTechnologies

Asanactivecontributortothedatamanagementcommunity,sheis alongtimeDAMAInternationalmemberandisthePastPresidentoftheDAMARockyMountainchapter.

ShehasworkedwithdozensofFortune500companiesworldwideintheAmericas,Europe,Asia,andAfricaandspeaksregularlyatindustryconferences. Shehasco-authoredtwobooks: DataModelingfortheBusiness and DataModelingMadeSimplewithERwinDataModeler andisaregularcontributortoindustrypublications.She [email protected] isbasedinBoulder,Colorado,USA.

DonnaBurbank

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FollowonTwitter@donnaburbankToday’shashtag:#LessonsDM


LessonsinDataModelingSeries

• January26th HowDataModelingFitsIntoanOverallEnterpriseArchitecture

• February23rd DataModelingandBusinessIntelligence

• March ConceptualDataModeling– HowtoGettheAttentionofBusinessUsers

• April TheEvolvingRoleoftheDataArchitect– WhatdoesitmeanforyourCareer?

• May DataModeling&MetadataManagement

• June Self-ServiceDataAnalysis,DataWrangling,DataMunging,andDataModeling

• July DataModeling&MetadataforGraphDatabases

• August DataModeling&DataIntegration

• September DataModeling&MDM

• October Agile&DataModeling– HowCanTheyWorkTogether?

• December DataModeling,DataQuality&DataGovernance

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ThisYear’sLineUp


Agenda

• Datadrivingbusinesstransformation– theimportanceofarchitecture• Howdatamodelingfitswithinalargerenterprisearchitecture• Keyarchitecturaltools&components• Casestudies• Summary&questions

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Whatwe’llcovertoday

DataDrivingBusinessTransformationTheImportanceofArchitecture


DigitalTransformationisDrivenbyData

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Drivingnewbusinessmodels

Today’sDigitalTransformationislargelydrivenbytheavailability,volume,andinterconnectednessofdata.

Itistransformingtheverywayorganizationsdobusiness.


HowcanweTransformourBusinessthroughData?BusinessOptimization

BecomingaData-DrivenCompany• MakingtheBusinessMoreEfficient

• BetterMarketingCampaigns• Higherqualitycustomerdata,360viewofcustomer,competitiveinfo,etc.

• BetterProducts• Data-Drivenproductdevelopment,Customerusagemonitoring,etc.

• BetterCustomerSupport• Linkingcustomerdatawithsupportlogs,networkoutages,etc.

• LowerCosts• Moreefficientsupplychain• Reducedredundancies&manualeffort

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BusinessTransformationBecomingaDataCompany

• ChangingtheBusinessModelviaData– databecomestheproduct• MonetizationofInformation:examplesacrossmultipleindustriesincluding:• Telecom:locationinformation,usage&searchdata,etc.

• Retail:Click-streamdata,purchasingpatterns

• SocialMedia:social&familyconnections,purchasingtrends&recommendations,etc.

• Energy:Sensordata,consumerusagepatterns,smartmetering,etc.

Howdowedowhatwedobetter?

Howdowedosomethingdifferent?


TheRoleoftheDataProfessionalintheData-DrivenBusiness

• Inthecurrentenvironmentofdata-drivenbusiness,DataProfessionalshaveanopportunitytohavea“seatatthetable”• Findingnewopportunitiestoleveragedataforbusinessbenefit• Creatingefficiencies&businessprocessoptimization• Integratingdatafromdisparatesourcesfornewbusinessinsights• Supportingorganizationalchange

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HowDataModelingFitsWithinaLargerEnterpriseArchitecture


EnterpriseArchitecture- Definition

• Enterprisearchitecture(EA)isadisciplineforproactivelyandholisticallyleadingenterpriseresponsestodisruptiveforcesbyidentifyingandanalyzingtheexecutionofchange towarddesiredbusinessvisionandoutcomes.

• …bypresentingbusinessandITleaderswithsignature-readyrecommendationsforadjustingpoliciesandprojectstoachievetargetbusinessoutcomesthatcapitalizeonrelevantbusinessdisruptions.

• EAisusedtosteerdecisionmakingtowardtheevolutionofthefuturestatearchitecture.1

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SupportingBusinessInnovationwithaStrongArchitecturalFoundation

1 GartnerITGlossary2013

Innovation

Foundation


EnterpriseArchitecture– DefinitionforDataArchitects

• Justasyouneedtomodelthedatainanorganization,youneedtomodeltheorganizationitself:• Motivations&Goals• BusinessCapabilities• BusinessProcesses

• Aswellastherelatedtechnologiesthatsupporttheorganization• Applications• Data• Networks• Etc.

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Modelingisimportantonmanylevels


DataModelingforEnterpriseArchitecture• EnterpriseArchitectureprovidesahigh-levelviewofthepeople,processes,applications,anddataofanorganization

• Puttingdatainbusinesscontext• Howdoesdatalinktotherestofmyorganization?• IfIchangedata,whatbusinessprocessesareaffected?


FrameworksforEnterpriseArchitecture

• TheZachman Frameworkorganizesdataintothesimplecategoriesof:• What• How• Where• Who• When• Why?

• Datafitsnicelywithinthe“What”column.

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Zachman Framework

https://www.zachman.com


FrameworksforEnterpriseArchitecture

• TheTOGAFArchitectureDevelopmentMethod(ADM)developedbytheOpenGroup isastep-by-stepapproachtodevelopinganenterprisearchitecture.

• ItprovidesadetailedframeworkforbuildinganarchitecturearoundBusiness,Data,Application&Technology.

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TOGAFEAFramework

www.opengroup.org


FindaBalanceinImplementingEnterpriseArchitecture

• FindtheRightBalance• EnterpriseArchitectureprojectscanhavethereputationforbeingoverly“academic”,long,expensive,etc.• Noarchitectureatallcancausechaos.• Whendonecorrectly,EnterpriseArchitecturehelpsimproveefficiencyandbetteralignwithbusinesspriorities

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FocusonBusinessValue

BusinessValue

TooAcademic,nothinggetsdone

Too“WildWest”,nothinggetsdone- chaos

KeyArchitecturalTools&Components


DataModels– FocusingontheBusiness

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Conceptual

Logical

Physical

Purpose

Communication&DefinitionofBusinessTerms&Rules

Clarification&DetailofBusinessRules&DataStructures

TechnicalImplementation onaPhysicalDatabase

Audience

BusinessStakeholders

DataArchitectureBusinessAnalysts

DBAsDevelopers

BusinessConcepts

DataEntities

PhysicalTables

• ThefocusofdatamodelingattheEAlevelisonthebusinessartifacts,rules,interrelationships&definitions.


BuildingModelsTopDownvs.BottomUpvs.“MiddleOut”

• Modelscanbebuilt• Top-Down:Identifyingbusinessconcepts,definitions&relationships

• Bottom-Up:Creatinganinventoryofexistingdataassets.

• UsingaHybridApproach– MiddleOut

• AnIterative,HybridApproachisoftenthemostpractical.

Conceptual

Logical

Physical

Iterative


ConceptualDataModel• Communication&definitionofcoredataconcepts&theirdefinitions


LogicalDataModel• Business-focused,withmoredetailarounddataobjects&associatedbusinessrules


TheValueofWhiteboardingIt’softenhelpfulto“whiteboard”datamodelswithstickynotes

Policy

Account

Employee


TheMotivationModel

• Thereisbenefitinformallydocumentingthemotivationsfortheproject.• Commonly-agreeduponguidelinesforprojecttasks&deliverables• Reminderof“whywe’redoingthis”- Neutralarbitratorfordisagreements

• ComponentsoftheMotivationModelinclude:• CorporateMission:describestheaims,valuesandoverallplanofanorganization.

• e.g.Tobeprovidethemostcomprehensive,customer-drivenonlineshoppingexperienceinthemarket• CorporateVision:describesthedesiredfuturestate

• e.g.Totransformthewayconsumerspurchasegoodsthroughsocial-media-drivenconnections.• ExternalDrivers:Whatmarketforcesaredrivingthisinitiative?

• e.g.Culturalshifttoonlineretail• InternalDrivers:Whatinternalpressuresorinitiativesarekeyforthisproject?

• e.g.Disparatesystemsrequireneedforanintegratedviewofcustomer• ProjectGoals:highlevelstatementofwhatthe planwillachieve.

• e.g.Toimprovecustomersatisfactionwithover90%satisfactionratingin2years.• ProjectObjectives:outcomeofprojectsimprovingcapabilities,process,assets,etc.

• e.g.Tolinkconsumerpurchasehistorywithsocialmediaactivity.

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CommonSetofGoals&Guidelines


SampleBusinessMotivationModel

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Corporate Mission Corporate Vision

Goals & Objectives

Toprovideafullserviceonlineretailexperienceforartsuppliesandcraftproducts.

Tobetherespectedsourceofartproductsworldwide,creatinganonlinecommunityofartenthusiasts.

Artful Art Supplies ArtfulArt

C

External Drivers

DigitalSelf-Service IncreasingRegulationPressures

OnlineCommunity&SocialMedia

CustomerDemandforInstantProvision

Internal Drivers

CostReduction

TargetedMarketing 360ViewofCustomer

BrandReputation CommunityBuilding

RevenueGrowth

C

Accountability• CreateaDataGovernance

Framework• Defineclearroles&

responsibilitiesforbothbusiness&ITstaff

• Publishacorporateinformationpolicy

• Documentdatastandards• Trainallstaffindata

accountability

C

Quality• Definemeasures&KPIsfor

keydataitems• Report&monitorondata

qualityimprovements• Developrepeatable

processesfordataqualityimprovement

• ImplementdataqualitychecksasBAUbusinessactivities

C

Culture• Ensurethatallroles

understandtheircontributiontodataquality

• Promotebusinessbenefitsofbetterdataquality

• Engageininnovativewaystoleveragedataforstrategicadvantage

• Createdata-centriccommunitiesofinterest

• Corporate-levelMission&Vision• Mayalreadybecreatedormay

needtocreateaspartofproject.

• Project-level,Data-CentricDrivers• ExternalDriversarewhatyou’re

facingintheindustry• InternalDriversreflectinternal

corporateinitiatives.

• Project-level,Data-CentricGoals&Objectives

• Cleardirectionfortheproject• Usemarketing-styleheadings

wherepossible


LookforBusinessValue“Levers”

• Identifyareasthatwillderivethehighestbusinessvaluebyaddressing.• Isthissupportingthenewmarketingcampaignforahighvisibility

productlaunch?

• Orareyou“re-arrangingthedeckchairsontheTitanic”– i.e.focusingvaluabletimeandeffortnolow-valueactivities

• Aswithanyareasofthebusinessthathavevalue,itishelpfultobuildamodelorarchitecturaldesignaroundthekeyareasofbusinessvalue.

Identify“QuickWins”LoadEffort

Fulcrum

Identifyareaswheredatacanbethefulcrum.


IdentifyHigh-PriorityDataElements

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AlignwithBusinessDrivers

LaunchofNewProduct –MarketingCampaignrequiresbettercustomerinformation

Customer

Product

Region Vendor

Partner

IdentifyKeyBusinessDrivers

FilterDataElementsAlignedwithBusiness

Drivers

FocusEffortsonKeyData

TargetedProjectstoShowShort-Term

Results


BusinessCapabilityModels• Abusinesscapabilitymodeloutlinesthecorefunctionalareasoftheorganization.

• Note:thisisnotthesameasanorganizationalchart• Capabilitiescanbeoverlayed withkeydatadomainstocreatea“heatmap”ofcross-functionaldatausage.

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CoreBusiness

SharedServices

ArtfulArt’sBusinessCapabilities

Etc.– samplesubsetonly

ProductDevelopment

R&D

ProductManagement

ProductManufacturing

Packaging

MarketingProduct

Messaging

Branding

ProductLaunch

CampaignDevelopment

LeadGeneration

Pricing

Sales

PipelineManagement

CustomerRelationship

Quotes&Tenders

Research&Development Branding&Go-to-Market

PartnerManagement

Sales&Distribution

HumanResources

Recruitment EmployeeTraining

PerformanceManagement

Legal

ComplianceContract

Management

DataDomains

Customer

Product

Account

Etc.


ProcessModels

• Processmodelsareahelpfultoolfordescribingcorebusinessprocesses.• “Swimlanes”outlineorganizationalconsiderations• Datacanbemappedtokeybusinessprocessestounderstandcreation&usageofinformation.

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Identifyingkeydatadependenciesincorebusinessprocesses


CRUDMatrix

ProductDevelopment

SupplyChainAccounting

Marketing Finance

ProductAssembly Instructions C R

ProductComponents C R

ProductPrice C U R

ProductName C U,D

Etc.

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Create,Read,Update,Delete

• CRUDMatricesshowswheredataisCreated,Read,UpdatedorDeletedacrossthevariousareasoftheorganization

• Thiscanbeahelpfultoolindatagovernance&dataquality.


EAProvidesaHolisticViewtoSupportBusinessTransformation

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BusinessInnovation&Growth

People

Process

Capability Data

Application

Motivation

Etc.Etc.

CaseStudies


LinkingDatawithProcessforMasterDataManagement(MDM)

• Aninternationalrestaurantchainrealizedthroughitsdigitalstrategythat:• Whilemenusarethecoreproductthatdrivestheirbusiness…• Theyhadlittlecontrolorvisibilityovertheirmenudata• Menudatawasscatteredacrossmultiplesystemsintheorganizationfromsupplychaintokitchenpreptomarketing,

restaurantoperations,etc.• Menudatawasconsolidated&managedinacentralhub:

• MasterDataManagementcreateda“singleviewofmenu”forbusinessefficiency&qualitycontrol• DataGovernancecreatedtheworkflow&policiesaroundmanagingmenudata

• ProcessModels&DataMappingswerecritical• BPMNdiagramstoidentifytheflowofinformation• CRUDMatrixestounderstandusage,stewardship&ownership

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ManagingtheDatathatRunstheBusiness

ProductCreation&Testing

MenuDisplay&Marketing

SupplyChain PointofSale&RestaurantOperations


Data-DrivenMergerforFinancialServicesThecombinedinformationassetsofbothcompaniesisoneofourbiggeststrategicadvantages.- CEO

• Akeydriverforarecentmergeroftwolargefinancialinstitutionswastheintegrationofdataassets• Streamliningthemergerofthetwoorganizationsbyintegratingthedataassets• Identifywaysinwhichdatacanbeusedtostrategicadvantage

• OrganizationalStructure&BusinessCapabilityAlignmentwerecritical• Understandinghowdatawasusedacrosstheorganization• Identifyingefficiencies&opportunitiesforcollaboration BusinessCapabilities

CompanyABusinessCapabilities

CompanyB

CommonDataFoundation


InternationalPharmaceuticalCompany

• AninternationalPharmaceuticalcompanywaslookingtomakebetteruseofitsdatatostreamlineitsClinicalDevelopment,CommercialProcesses,andR&D.

• Businessalignmentwasakeyfirststep• Created“blueprints”ofhowthebusinessruns—thenhowdatamapstothat• Datamodels,processmodels,&mappings

• Data-drivenEfficienciesandProcessImprovementwerediscoveredintheR&Dprocess.• Businessstakeholderswereconvincedofthevalueofdatamanagement&governance• Greaterunderstandinghowdatawasusedbyandcriticaltokeybusinessactivities

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BusinessAlignmentthroughProcess&Data


Summary• Today’sDigitalTransformationislargelydrivenbydata.• EnterpriseArchitecturehelpsputdatainthecontextofthelargerorganization

• People• Process• Capability• Etc.

• Thereareanumberoftoolsandartifactstosupportenterprisearchitecture• Justasyoumodeldata,youneedtomodeltheorganizationitself• Focusingontheareaswiththehighestbusinessvaluehelpgenerate“quickwins”


AboutGlobalDataStrategy,Ltd

• GlobalDataStrategyisaninternationalinformationmanagementconsultingcompanythatspecializesinthealignmentofbusinessdriverswithdata-centrictechnology.

• Ourpassionisdata,andhelpingorganizationsenrichtheirbusinessopportunitiesthroughdataandinformation.

• Ourcorevaluescenteraroundprovidingsolutionsthatare:• Business-Driven:Weputtheneedsofyourbusinessfirst,beforewelookatanytechnologysolution.• Clear&Relevant:Weprovideclearexplanationsusingreal-worldexamples.• Customized&Right-Sized:Ourimplementationsarebasedontheuniqueneedsofyourorganization’ssize,corporateculture,andgeography.

• HighQuality&TechnicallyPrecise:Weprideourselvesinexcellenceofexecution,withyearsoftechnicalexpertiseintheindustry.

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Data-DrivenBusinessTransformation

BusinessStrategyAlignedWith

DataStrategy

Visitwww.globaldatastrategy.com formoreinformation


ContactInfo

• Email: [email protected]• Twitter: @donnaburbank

@GlobalDataStrat• Website: www.globaldatastrategy.com• CompanyLinkedin: https://www.linkedin.com/company/global-data-strategy-ltd• PersonalLinkedin: https://www.linkedin.com/in/donnaburbank

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LessonsinDataModelingSeries

• January26th HowDataModelingFitsIntoanOverallEnterpriseArchitecture

• February23rd DataModelingandBusinessIntelligence

• March ConceptualDataModeling– HowtoGettheAttentionofBusinessUsers

• April TheEvolvingRoleoftheDataArchitect– WhatdoesitmeanforyourCareer?

• May DataModeling&MetadataManagement

• June Self-ServiceDataAnalysis,DataWrangling,DataMunging,andDataModeling

• July DataModeling&MetadataforGraphDatabases

• August DataModeling&DataIntegration

• September DataModeling&MDM

• October Agile&DataModeling– HowCanTheyWorkTogether?

• December DataModeling,DataQuality&DataGovernance

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ThisYear’sLineUp


Questions?

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Thoughts?Ideas?