Integration Solutions: Siebel EAI & MDM Martin Mang Principal Sales Consultant
Integration Solutions: Siebel EAI & MDM
Martin Mang
Principal Sales Consultant
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Siebel Database
Web Server
EAI
Web
Server
Siebel Application Server
Business
Logic Layer
UI Rendering Layer
Data Layer
EAI
Siebel EAI supports three modes of integration
High-Volume
Batch Integration
Service Oriented
Integration
UI
Integration
Application
Application
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Siebel Database
Web Server
EAI
Web
Server
Siebel Application Server
Business
Logic Layer
UI Rendering Layer
Data Layer
EAI
Pre-Built Capabilities for All Integration Modes
TCP/IP
XML/HTTP/SOAP
XML/Binary
TCP/IP
Enterprise
Integration
Manager
COM, .NET, ASP
MQ / MSMQ / JMS
Web enabled
Real Time
Tightly coupled
Real Time
Loosely coupled
File Based
Java, JSP, EJB
ActiveXData Control
JCA
Flat File
Oracle Customer Hub
Universal Customer Master - UCM
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Oracle Customer Hub Details
• Introduction
• Trusted Customer Information
• Closed Loop Data Quality
• Proactive Events and Policies
• Unify and Distribute Customer Insight
• Summary
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Oracle Customer Hub Details
• Introduction
• Trusted Customer Information
• Closed Loop Data Quality
• Proactive Events and Policies
• Unify and Distribute Customer Insight
• Summary
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Strategic Objectives Require Single View of
Customer
• Increase accuracy and
completeness of
customer information
• Ensure consistency and
accuracy across
operational systems
Improve
Customer
Data Quality
• Make informed decisions
during customer
interactions
• Detect and manage
customer events
Utilize
Customer
Insight
• Centralize customer
information management
• Automate error handling,
account setup & other
administration costs
• Shift from product centric to
customer centric view
• Gain complete understanding
of customer‟s relationships &
hierarchies
Reduce Data
Management
Costs
Understand
Customers
• Meet regulations such as
Gramm-Leach-Bliley Privacy
Act, etc.
• Enforce security and
permissions across value
chain
Comply with
Regulations
Customer
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Universal Customer Master:
Enables a Single View of Customer
• Creates and maintains a unique,
complete and accurate customer
information across the enterprise
• Distributes customer information to
all operational applications just in
time
• CDI enables organizations to:
• Know your customers
• Improve data quality
• Utilize customer insight during all
customer interactions
• Comply with privacy and regulatory
requirements
• Reduce data management costs
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Oracle Customer Hub Details
• Introduction
• Trusted Customer Information
• Closed Loop Data Quality
• Proactive Events and Policies
• Unify and Distribute Customer Insight
• Summary
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UCM - Trusted Customer Information
Trusted Customer Information
Parties,
Roles and
Relationships
Identification
History
and
Audit
Trail
Related
data
Entities
• Captures comprehensive
customer attributes to
provide complete customer
profile• Demographic information,
products and services,
interactions, privacy preferences
• Models complex roles,
relationships and hierarchies
• Provides industry-specific
data attributes
• Supports data
synchronization and data
federation
Parties,
Roles and
Relationships
Identification
History
and
Audit
trail
Related
data
entities
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Data Model – Cross-Industry plus key Verticals
• Cross-Industry data
model has been
extended for 10 key
vertical industries
• Utilises the experience
and requirements
gathered from the
CRM market space
• Extended for UCM
specific capabilities
Automotive
Banking &
Financial Services
Consumer Goods
Communications,
Media & Energy
Life Sciences
Healthcare
& Insurance
High-Technology
& Manufacturing
Travel
Oil & Gas
Public Sector
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Comprehensive Master Data Management
Customer Enterprise Master for Customer DataKey Entities: Party, Addresses, Relationships
ServiceEnterprise Service ManagementKey Entities: Service Requests, Solutions
Marketing Enterprise Offer ManagementKey Entities: Campaigns, Offers, Responses
Sales Enterprise Opportunity ManagementKey Entities: Opportunities, Orders
Assets Extended Profiling of CustomersKey Entities: Assets, Demographics, Activities
Product Enterprise Master for Product DataKey Entities: Products, Price Lists, Prices
Identity Identity MasterKey Entities: ID
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Cross Referencing
ERP
CRM
Web
SCMOSS
PLM
Legacy
Customer ID:
23-3445
Customer ID:
GH78GH
UID App ID
1ASCLSCC Legacy A31-32Z
1ASCLSCC Legacy B37-84U
1ASCLSCC CRM GH78GH
1ASCLSCC ERP 23-3445
… … …
Universal ID:
1ASCLSCC
Customer ID:
B37-84U
Customer ID:
A31-32Z
• Stores all customer identifiers for
the operational applications
connected to UCM
• Provides critical mappings used for
data synchronization, reporting,
and analytics
• Supports 1-to-many cases in which
multiple customer records exist in
an application that map to one
master customer recordPartner
Custom
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Universal Unique Identifier
• UID is generated by UCM to uniquely identify a customer across the enterprise
• UCM publishes the UID to operational applications and data warehouses for data synchronization, reporting, and analytics purposes
• The UID is guaranteed to be unique over the lifetime of the deployment
Leasing
Mortgage
BI
Call
Center
Loan
TreasuryWeb Site
Partner
PLM
# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ# JK-674-HJ
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Oracle Customer Hub Details
• Introduction
• Trusted Customer Information
• Closed Loop Data Quality
• Proactive Events and Policies
• Unify and Distribute Customer Insight
• Summary
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Siebel CDI – Closed Loop Data Quality
• Manages customer data through the
entire lifecycle with end-to-end
processes
• Creates “best” customer record with
match, intelligent merge & unmerge
capabilities
• Cleanses and enhances customer
data using leading data quality tools
and third-party data sources
• Tracks corporate data quality
effectiveness over time with robust
data profiling
Data
Profiling
Intelligent
Merge and
Unmerge
Data
Enrichment
Data
Cleansing
and Matching
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Alliance Partner
Data Quality
Matching Server
Data Cleansing and Matching - Integration with
Partners
• Data management processes
invoke data quality service
which calls partner functions
• Universal Connector provides
uniform way for partners to
integrate
• Partners provide match scored
and cleansing engine
• CDM provides processes and
UI to handle match results, and
survivorship rules to merge and
update correctly
Universal
Connector
Data Quality
Business Service
Leasing
Mortgage
Loan
Call
Canter
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Create “Best” Customer Record – Matching
• Best of breed matching
technology embedded from
SSA
• Matching on name, address,
and other attributes
– configurable for other attributes
• Configurable for real time and
batch
• Suspect duplicates quarantined
for review by the Data Steward
Maybe
No
Yes
Match
New
Survivorship
Merge
Cleanse
No
Yes
Manual
Review
Data
Load
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Create “Best Version” Process: Cleanse + Match
• Intelligent Merge – create best
of breed surviving record by
selecting fields from the
duplicate records
• Intelligent Update – selectively
update fields for the master
record based on confidence
rules set for the source of the
data
• Automerge duplicates with very
high match scores
• Unmerge reverses an
erroneous merge process
Maybe
No
Yes
Match
New
Survivorship
Merge
Cleanse
No
Yes
Manual
Review
Data
Load
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Oracle Customer Hub Details
• Introduction
• Trusted Customer Information
• Closed Loop Data Quality
• Proactive Events and Policies
• Unify and Distribute Customer Insight
• Summary
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UCM – Proactive Events and Policies
• Responds proactively to customer
lifecycle events (change of address,
opening of new account, etc.) with
meaningful alerts and triggers
• Defines and executes privacy and
regulatory rules to ensure
compliance
• Manages and audits events and
policies centrally and consistently
across the enterprisePrivacy
Management
Workflows
Rules
engine
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Respond to Customer Lifecycle Events
Define events and
subsequent process
responses, including
interactions with
source applications
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Privacy and Regulatory Compliance
Rules Engine
Rules Editor (GUI)
Rules Repository /
Knowledge Base
Set Privacy Status to „Pending‟ for a minimum of
45 days.
IF („Pending‟ period expires without the
customer initiates privacy activity)
THEN (update privacy fields)
IF (contact change for an account, e.g. co-
borrowed deletion, primary contact replacement)
THEN (apply more restrictive privacy policy to
remaining contact)
IF (customer bought a vehicle in 48 contiguous
states)
AND (subsequently moves to Puerto Rico)
THEN (send a new privacy notice in English and
Spanish)
Sample Privacy Rules
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Privacy Management Features
• Extended data model to capture communication preferences, track
current and past privacy sharing statuses for various entities (i.e.
affiliates, non-affiliated third party, brand, channels and
telemarketing)
• OOTB Privacy Views tied to Contact, Account, Household, and
Financial Account
• Pre-built workflows to respond to customer lifecycle events and
update privacy preferences proactively
• Pre-built, modular privacy framework and contents to create, maintain
and deploy policies per geography, federal, state or internal laws
• Real-time web services or batch integration to receive and publish
updated customer privacy sharing status to target systems such as
CRM, Marketing Campaign, DW
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Oracle Customer Hub Details
• Introduction
• Trusted Customer Information
• Closed Loop Data Quality
• Proactive Events and Policies
• Unify and Distribute Customer Insight
• Summary
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UCM – Unify & Distribute Customer Insight
• Provides commonly used functions as business services and web services
• Maintains customer data between the master and other applications with pre-built processes
• Transforms data to leading packaged applications and industry standards
• Delivers support for all integration modes: real time, batch, publish and subscribe
Business
Services Leading
Practice
Integration Application
Authorization Publish
and
Subscribe
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UCM Pre-Built Business Services
Siebel CDM Services
Look Up Customer Look Up Profile
Look Up
Relationship
Manage Product
Manage Address Look Up Product
Look Up Address Look Up External
ID
Manage Profile Update Contact
Lookup Accnt
Activity
Insert Account
Profile
Lookup Household Delete Account
Insert Contact
Relationship
…
Easily publish new
services and extend
existing services with
Siebel Tools
Legacy
BI
Custom
CRM
ERP
PLM
SCMOSS
Partner
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Siebel Connector for Master Data Applications
• Set of configurable
components for integration
among enterprise applications
and Siebel Master Data
Applications
• Provides integration between
Siebel Master Data
Applications and other
applications
– Based on CRMML standard
• Pre-built business services
can be modified using Siebel
Tools
• Comprises the following pre-built business services
– UCM Transaction Manager
– UCM Converter
– UCM Dispatcher
– UCM Security Manager
– UCM Publish/Subscribe Service
– UCM Batch Manager
– UCM Data Quality Manager
– UCM Survivorship Engine
– UCM Account Source Data and History Service
– UCM Contact Source Data and History Service
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Pre-Built Capabilities for All Integration Modes
Siebel Database
Web Server
EAI
Web
Server
Siebel Application Server
Business Logic
Layer
UI Rendering Layer
Data Layer
EAI
TCP/IP
XML/HTTP/SOAP
XML/Binary
TCP/IP
Enterprise
Integration
Manager
COM, .NET, ASP
MQ / MSMQ / JMS
Web enabled
Real Time
Tightly coupled
Real Time
Loosely coupled
File Based
Java, JSP, EJB
ActiveXData Control
JCA
Flat File
CRM
ERP
Cust
om
Lega
cy
SCM
OSS
Billin
g
PLM
UCM
1. ESB
2. Custom
(point-to-point)
3. Batch
OLTP
• Option 1: ESB Enabled Integration
• Option 2: Point-to-point real-time integration
• Option 3: Batch Integration
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Oracle Customer Hub Details
• Introduction
• Trusted Customer Information
• Closed Loop Data Quality
• Proactive Events and Policies
• Unify and Distribute Customer Insight
• Architecture and Topology Overview
• Summary
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Summary: Functionality
• Flexible Data model supporting multi-party relationships
• Single Data Model attributes for 22 Vertical Industries
• Deep Data Quality Integration with 3rd products for best-of-breed
Cleansing, Matching and Enrichment
• Intelligent Merge and Unmerge capabilities
• Rich Data Steward UI for administration & maintenance
• Comprehensive support for both legacy and industry standard
interfaces
• Survivorship infrastructure and rules for establishing “levels of trust”
for each integrated application
• Granular business services exposed as Web Services
• Privacy Management
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Summary: Architecture
• Proven architecture – Thousands of implementations
• Extremely comprehensive platforms and DB support
• Highest demonstrated levels of resilience and availability with built in
support for all leading clustering solutions
• ARM support for 3rd Party System Monitoring tools
• Standards based, multi-layered security
• Architecture has been proven in the CRM space for use by the worlds
largest known CRM deployments
• Customer Benchmark validates architecture applicability for UCM
with large scale DB size and very high transaction throughput
requirements
Oracle Customer Hub
Universal Customer Master - UCM