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Data-Ed: Business Value From MDM

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Data Blueprint

The document discusses the significance of reference and master data management (MDM) for organizations to effectively support their business strategies. It outlines the framework, goals, and best practices for implementing MDM, emphasizing the need for data quality engineering and authoritative data sources. Key topics include the definitions, importance, and interdependencies of reference and master data within data management practices.

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Copyright 2013 by Data Blueprint Unlocking Business Value Through Reference & Master Data Management In order to succeed, organizations must realize what it means to utilize reference and MDM in support of business strategy. This presentation provides you with an understanding of the goals of reference and MDM, including the establishment and implementation of authoritative data sources, more effective means of delivering data to various business processes, as well as increasing the quality of information used in organizational analytical functions, e.g. BI. We also highlight the equal importance of incorporating data quality engineering into all efforts related to reference and master data management. Learning Objectives •What is Reference & MDM and why is it important? •Reference & MDM Frameworks and building blocks •Guiding principles & best practices •Understanding foundational reference & MDM concepts based 
 on the Data Management Body of Knowledge (DMBOK) •Utilizing reference & MDM in support of business strategy Date: February 10, 2015 Time: 2:00 PM ET/11:00 AM PT Presenter: Peter Aiken, Ph.D. 1 PETER AIKEN WITH JUANITA BILLINGS FOREWORD BY JOHN BOTTEGA MONETIZING DATA MANAGEMENT Unlocking the Value in Your Organization’s Most Important Asset. The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman PETER AIKEN WITH JUANITA BILLINGS FOREWORD BY JOHN BOTTEGA MONETIZING DATA MANAGEMENT Unlocking the Value in Your Organization’s Most Important Asset. The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman PETER AIKEN WITH JUANITA BILLINGS FOREWORD BY JOHN BOTTEGA MONETIZING DATA MANAGEMENT Unlocking the Value in Your Organization’s Most Important Asset. The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman
Shannon Kempe Copyright 2013 by Data Blueprint Executive Editor at DATAVERSITY.net 2
Copyright 2013 by Data Blueprint Commonly Asked Questions 1)Will I get copies of the slides after the event? 1)Is this being recorded so I can view it afterwards? 3
Copyright 2013 by Data Blueprint Get Social With Us! Live Twitter Feed Join the conversation! Follow us: @datablueprint @paiken Ask questions and submit your comments: #dataed 4 Like Us on Facebook www.facebook.com/ datablueprint Post questions and comments Find industry news, insightful content and event updates. Join the Group Data Management & Business Intelligence Ask questions, gain insights and collaborate with fellow data management professionals
The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman PETER AIKEN WITH JUANITA BILLINGS FOREWORD BY JOHN BOTTEGA MONETIZING DATA MANAGEMENT Unlocking the Value in Your Organization’s Most Important Asset. Peter Aiken, Ph.D. • 30+ years of experience in data management • Multiple international awards & 
 recognition • Founder, Data Blueprint (datablueprint.com) • Associate Professor of IS, VCU (vcu.edu) • (Past) President, DAMA Int. (dama.org) • 9 books and dozens of articles • Experienced w/ 500+ data management practices in 20 countries • Multi-year immersions with organizations as diverse as the US DoD, Nokia, Deutsche Bank, Wells Fargo, Walmart, and the Commonwealth of Virginia 5 Copyright 2015 by Data Blueprint The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman
Unlock Business Value Through Reference & Master Data Management 10124 W. Broad Street, Suite C Glen Allen, Virginia 23060 804.521.4056
Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 7 Tweeting now: #dataed
UsesReuses What is data management? 8 Copyright 2015 by Data Blueprint Sources Data Governance 
 Data Engineering 
 Data 
 Delivery 
 Data
 Storage Specialized Team Skills Understanding the current and future data needs of an enterprise and making that data effective and efficient in supporting 
 business activities

 Aiken, P, Allen, M. D., Parker, B., Mattia, A., 
 "Measuring Data Management's Maturity: 
 A Community's Self-Assessment" 
 IEEE Computer (research feature April 2007) Data management practices connect data sources and uses in an organized and efficient manner • Storage • Engineering • Delivery • Governance When executed, 
 engineering, storage, and 
 delivery implement governance Note: does not well-depict data reuse
Maslow's Hierarchiy of Needs 9 Copyright 2015 by Data Blueprint
You can accomplish Advanced Data Practices without becoming proficient in the Foundational Data Management Practices however this will: • Take longer • Cost more • Deliver less • Present 
 greater
 risk
 (with thanks to Tom DeMarco) Data Management Practices Hierarchy Advanced 
 Data 
 Practices • MDM • Mining • Big Data • Analytics • Warehousing • SOA Foundational Data Management Practices 10 Copyright 2015 by Data Blueprint Data Platform/Architecture Data Governance Data Quality Data Operations Data Management Strategy Technologies Capabilities
Maintain fit-for-purpose data, efficiently and effectively DMM℠ Structure of 
 5 Integrated 
 DM Practice Areas 11 Copyright 2015 by Data Blueprint Manage data coherently Manage data assets professionally Data architecture implementation Data engineering implementation Organizational support
Copyright 2013 by Data Blueprint The DAMA Guide to the Data Management Body of Knowledge 12 Data Management Functions Published by DAMA International • The professional association for Data Managers (40 chapters worldwide) DMBoK organized around • Primary data management functions focused around data delivery to the organization • Organized around several environmental elements
Copyright 2013 by Data Blueprint What is the CDMP? • Certified Data Management Professional • DAMA International and ICCP • Membership in a distinct group made up of your fellow professionals • Recognition for your specialized knowledge in a choice of 17 specialty areas • Series of 3 exams • For more information, please visit: – http://www.dama.org/i4a/pages/ index.cfm?pageid=3399 – http://iccp.org/certification/designations/ cdmp 13 #dataed
Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 14 Tweeting now: #dataed
Copyright 2013 by Data Blueprint Summary: Reference and MDM 15 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
Copyright 2013 by Data Blueprint 16 • Gartner holds that MDM is a 
 discipline or strategy – "… where the business and the IT organization work together to ensure the uniformity, accuracy, semantic persistence, stewardship and accountability of the enterprise's official, shared master data." – Master data is the enterprise's official, consistent set of identifiers, extended attributes and hierarchies. – Examples of core entities are: • Parties (e.g., customers, prospects, people, citizens, employees, vendors, suppliers and trading partners) • Places (e.g., locations, offices, regional alignments and geographies) and • Things (for example, accounts, assets, policies, products and services). MDM Definition
Copyright 2013 by Data Blueprint Wikipedia: Golden Version • In software development: – The Golden Master is usually the RTM (Released to Manufacturing) version, and therefore the commercial version. It represents the development stage of "RTM" (Released To Manufacturing), often referred to as "going gold", or "gone golden". – Often confused with "gold master" which refers to a physical recording entity such as that sent to a manufacturing plant. • In data management: – It is the data value representing the "correct" answer to the business question • Definition-Reference/Master Data Management – Planning, implementation and control activities to ensure consistency with a "golden version" of contextual data values. 17
Wikipedia: Golden Version 18 Copyright 2015 by Data Blueprint • In software development: – The Golden Master is usually the RTM (Released to Manufacturing) version, and therefore the commercial version. It represents the development stage of "RTM" (Released To Manufacturing), often referred to as "going gold", or "gone golden" • In data management: – It is the data value representing the "correct" answer to the business question
Copyright 2013 by Data Blueprint Definition: Reference Data Management Control over defined domain values (also known as vocabularies), including: • Control over standardized terms, code values and other unique identifiers; • Business definitions for each value, business relationships within and across domain value lists, and the; • Consistent, shared use of 
 accurate, timely and 
 relevant reference data 
 values to classify and 
 categorize data. 19
Copyright 2013 by Data Blueprint Reference Data • Reference Data: – Data used to classify or categorize other data, the value domain – Order status: new, in progress, closed, cancelled – Two-letter USPS state code abbreviations (VA) • Reference Data Sets 20 US United States GB (not UK) United Kingdom from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
Copyright 2013 by Data Blueprint Definition: Master Data Management Control over master data values to enable consistent, shared, contextual use across systems, of the most accurate, timely and relevant version of truth about essential business entities. 21
Copyright 2013 by Data Blueprint Master Data • Data about business entities providing context for transactions but not limited to pre-defined values • Business rules dictate format and allowable ranges – Parties (individuals, organizations, customers, citizens, patients, vendors, supplies, business partners, competitors, employees, students) – Locations, products, financial structures • From the term Master File 22 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
– as opposed to mobile device management • Gartner holds that MDM is a discipline or strategy – "… where the business and the IT organization work 
 together to ensure the uniformity, accuracy, semantic 
 persistence, stewardship and accountability of the 
 enterprise's official, shared master data" • Sold as solution • Official, consistent set of identifiers - examples of these core entities include: – Parties (customers, prospects, people, citizens, employees, vendors, suppliers, trading partners, individuals, organizations, citizens, patients, vendors, supplies, business partners, competitors, students, products, financial structures *LEI*) – Places (locations, offices, regional alignments, geographies) – Things (accounts, assets, policies, products, services) • Provide context for transactions • From the term "Master File" Master Data Management Definition 23 Copyright 2015 by Data Blueprint
Copyright 2013 by Data Blueprint Reference Data versus Master Data 24 • Reference Data: – Control over defined domain values (vocabularies) for standardized terms, code values, and other unique identifiers – The fact that we maintain 9 possible gender codes • Master Data: – Control over master data values to enable consistent, shared, contextual use across systems – The "golden" source of the gender of your customer "Pat" from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International Both provide the context for transaction data
Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 25 Tweeting now: #dataed
Copyright 2013 by Data Blueprint Reference Data Facts 2012 • Home-grown reference data solutions predominate, putting institutions at risk for meeting regulatory constraints • Risk management is seen as a more important business driver for improving data quality than cost 26 Source: http://www.igate.com/22926.aspx • Global industry-wide survey of reference data professionals • Results show: Poor quality of reference data continues to create major problems for financial institutions.
Copyright 2013 by Data Blueprint Reference Data Facts 2012, cont’d • Despite recommended practices of centralizing reference data operations, 31% of the firms surveyed still manage data locally • New and changing regulatory requirements have prompted many financial service companies to re- evaluate their reference data strategies. To prepare for new regulations, 
 nearly 62% of survey 
 respondents are planning 
 to extend or customize 
 their reference data 
 systems during 2012 and 2013. 27 Source: http://www.igate.com/22926.aspx
Copyright 2013 by Data Blueprint Interdependencies 28 Data Governance Master DataData Quality
Copyright 2013 by Data Blueprint Inextricably intertwined 29 Organized Knowledge 'Data' Improved Quality Data Data Organization Practices Operational Data Data Quality Engineering Master Data Management Practices Suspected/ Identified Data Quality Problems Routine Data Scans Master Data Catalogs Routine Data Scans Knowledge Management Practices Data that might benefit from Master Management Sources( ( Metadata(Governance( ( Metadata( Engineering( ( Metadata( Delivery( Uses( Metadata(Prac8ces((dashed lines not in existence) Metadata( Storage(
Copyright 2013 by Data Blueprint Interactions 30 Improved Quality Data Master Data Monitoring Data Governance Practices Master Data Management Practices Governance Violations Monitoring Data Quality Engineering Practices Data Quality Monitoring Monitoring Results: Suspected/ Identified Data Quality Problems Data Quality Rules Monitoring Results: Suspected/ Master Data & Characteristics Routine Data Scans Master Data Catalogs Governance Rules Routine Data Scans Monitoring Rules Focused Data Scans Operational Data Data Harvesting Quality Rules
Copyright 2013 by Data Blueprint Payroll Application
 (3rd GL)Payroll Data (database) R& D Applications
 (researcher supported, no documentation) R & D Data (raw) Mfg. Data (home grown database) Mfg. Applications
 (contractor supported) 
 Finance Data (indexed) Finance Application
 (3rd GL, batch 
 system, no source) Marketing Application
 (4rd GL, query facilities, 
 no reporting, very large) 
 Marketing Data (external database) Personnel App.
 (20 years old,
 un-normalized data) 
 Personnel Data
 (database) 31 Multiple Sources of (for example) Customer Data
Copyright 2013 by Data Blueprint Vocabulary is Important-Tank, Tanks, Tankers, Tanked 32
Copyright 2013 by Data Blueprint Reference Data Architecture 33 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
Copyright 2013 by Data Blueprint Master Data Architecture 34
Copyright 2013 by Data Blueprint Combined R/M Data Architecture 35
Copyright 2013 by Data Blueprint "180% Failure Rate" Fred Cohen, Patni 36 http://www.igatepatni.com/bfs/solutions/payments.aspx
Copyright 2013 by Data Blueprint MDM Failure Root-Causes • 30% of MDM programs are regarded as failures • 70% of SOA projects in complex, heterogeneous environments had failed to yield the expected business benefits unless MDM is included • Root-causes of failures: – 80% percent of MDM initiatives fail because of ineffective leadership, underestimated magnitudes or an inability to deal with the cultural impact of the change – MDM was implemented as a technology or as a project – MDM was an Enterprise Data Warehouse (EDW) or an ERP – MDM was an IT Effort – MDM is separate to data governance and data quality – MDM initiatives are implemented with inappropriate technology – Internal politics and the silo mentality impede the MDM initiatives 37
Copyright 2013 by Data Blueprint Automating Business Process Discovery (qpr.com) 38 Benefits • Obtain holistic perspective on roles and value creation • Customers understand and value outputs • All develop better shared understanding Results • Speed up process • Cost savings • Increased compliance • Increased output • IT systems documentation
Copyright 2013 by Data Blueprint Traditional Engine 39
Copyright 2013 by Data Blueprint Prius Hybrid Engine 40
Copyright 2013 by Data Blueprint 41
Copyright 2013 by Data Blueprint Goals and Principles 42 1. Provide authoritative source of reconciled, high- quality master and reference data. 2. Lower cost and complexity through reuse and leverage of standards. 3. Support business intelligence and information integration efforts. from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
Copyright 2013 by Data Blueprint Reference & MDM Activities 43 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International • Understand Reference and 
 Master Data Integration Needs • Identify Master and Reference Data 
 Sources and Contributors • Define and Maintain the Data 
 Integration Architecture • Implement Reference and Master 
 Data Management Solutions • Define and Maintain Match Rules • Establish “Golden” Records • Define and Maintain Hierarchies and Affiliations • Plan and Implement Integration of New Data Sources • Replicate and Distribute Reference and Master Data • Manage Changes to Reference and Master Data
Copyright 2013 by Data Blueprint Specific Reference and MDM Investigations 44 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International • Who needs what information? • What data is available from 
 different sources? • How does data from different 
 sources differ? • How can inconsistencies 
 be reconciled? • How should valid values be shared?
Copyright 2013 by Data Blueprint Primary Deliverables • Data Cleansing Services • Master and Reference 
 Data Requirements • Data Models and Documentation • Reliable Reference and Master Data • "Golden Record" Data Lineage • Data Quality Metrics and Reports 45 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
Copyright 2013 by Data Blueprint Roles and Responsibilities 46 Consumers: • Application Users • BI and Reporting Users • Application Developers and Architects • Data integration Developers and Architects • BI Vendors and Architects • Vendors, Customers and Partners Participants: • Data Stewards • Subject Matter Experts • Data Architects • Data Analysts • Application Architects • Data Governance Council • Data Providers • Other IT Professionals Suppliers: • Steering Committees • Business Data Stewards • Subject Matter Experts • Data Consumers • Standards Organizations • Data Providers from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
Copyright 2013 by Data Blueprint Technology 47 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International • ETL • Reference Data Management 
 Applications • Master Data Management 
 Applications • Data Modeling Tools • Process Modeling Tools • Meta-data Repositories • Data Profiling Tools • Data Cleansing Tools • Data Integration Tools • Business Process and Rule Engines • Change Management Tools
Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 48 Tweeting now: #dataed
Copyright 2013 by Data Blueprint Guiding Principles 1. Shared R/M data belong to 
 the organization. 2. R/M data management is an 
 on-going data quality improve-
 ment program – goals cannot 
 be achieved by 1 project alone. 3. Business data stewards are the authorities accountable at determining the golden values. 4. Golden values represent the "best" sources. 5. Replicate master data values only from golden sources. 6. Reference data changes require formal change management 49 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
Copyright 2013 by Data Blueprint 10 Best Practices for MDM 1. Active, involved executive sponsorship 2. The business should own the data governance process and the MDM or CDI project 3. Strong project management and organizational change management 4. Use a holistic approach - people, process, technology and information: 5. Build your processes to be ongoing and repeatable, supporting continuous improvement 50 Source:http://www.mdmsource.com/master-data-management-tips-best-practices.html
Copyright 2013 by Data Blueprint 10 Best Practices for MDM, cont’d 6. Management needs to recognize the importance of a dedicated team of data stewards 7. Understand your MDM hub's data model and how it integrates with your internal source systems and external content providers 8. Resist the urge to customize 9. Stay current with vendor-provided patches 10.Test, test, test and then test again. 51 Source:http://www.mdmsource.com/master-data-management-tips-best-practices.html
Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 52 Tweeting now: #dataed
Copyright 2013 by Data Blueprint 15 MDM Success Factors 1. Success is more likely and more frequently observed once users and prospects understand the limitations and strengths of MDM. 2. Taking small steps and remaining educated on where the MDM market and technology vendors are will increase longer-term success with MDM. 3. Set the right expectations for MDM initiative to help assure long-term success. 4. Long-term MDM success requires the involvement of the information architect. 5. Create a governance framework to ensure that individuals manage master data in a desirable manner. 6. Strong alignment with the organization's business vision, demonstrated by measuring the program's ongoing value, will underpin MDM success. 7. Use a strategic MDM framework through all stages of the MDM program activity cycle — strategize, evaluate, execute and review. 53 [Source: unknown]
Copyright 2013 by Data Blueprint 15 MDM Success Factors 54 8. Gain high-level business sponsorship for the MDM program, and build strong stakeholder support. 9. Start by creating an MDM vision and a strategy that closely aligns to the organization’s business vision. 10.Use an MDM metrics hierarchy to communicate standards for success, and to objectively measure progress. 11.Use a business case development process to increase business engagement.
 12.Get the business to propose and own the KPIs; articulate the success of this scenario. 13.Measure the situation before and after the MDM implementation to determine the change. 14.Translate the change in metrics into financial results. 15.The business and IT organization should work together to achieve a single view of master data. [Source: unknown]
Seven Sisters (from British Telecom) http://www.datablueprint.com/thought-leaders/peter-aiken/book-monetizing-data-management/ [Thanks to Dave Evans] Copyright 2013 by Data Blueprint 55
Copyright 2013 by Data Blueprint Summary: Reference and MDM 56 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
Copyright 2013 by Data Blueprint Questions? 57 It’s your turn! Use the chat feature or Twitter (#dataed) to submit your questions to Peter now. + =
Copyright 2013 by Data Blueprint References 58
Copyright 2013 by Data Blueprint Additional References • http://www.mdmsource.com/master-data-management-tips-best-practices.html • http://www.igate.com/22926.aspx • http://www.itbusinessedge.com/cm/blogs/lawson/just-the-stats-master-data-management/? cs=50349 • http://searchcio-midmarket.techtarget.com/news/2240150296/Smart-grid-systems-expert- devises-business-transformation-template • http://www.itbusinessedge.com/cm/blogs/lawson/free-report-shows-businesses-fed-up- with-bad-data/?cs=50416 • http://www.itbusinessedge.com/cm/blogs/lawson/whats-ahead-for-master-data- management/?cs=50082 • http://www.itbusinessedge.com/cm/blogs/vizard/master-data-management-reaches-for-the- cloud/?cs=49264 • http://www.information-management.com/channels/master-data-management.html • http://www.dataversity.net/applying-six-sigma-to-master-data-management-mdm- framework-for-integrating-mdm-into-ea-part-2/ • http://www.dataqualityfirst.com/getting_master_data_facts_straight_is_hard.htm 59
Copyright 2013 by Data Blueprint Upcoming Events 60 Next Webinar: Data Architecture Requirements March 10, 2015 @ 2:00 PM ET/11:00 AM PT Brought to you by:

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Data-Ed: Business Value From MDM

  • 1. Copyright 2013 by Data Blueprint Unlocking Business Value Through Reference & Master Data Management In order to succeed, organizations must realize what it means to utilize reference and MDM in support of business strategy. This presentation provides you with an understanding of the goals of reference and MDM, including the establishment and implementation of authoritative data sources, more effective means of delivering data to various business processes, as well as increasing the quality of information used in organizational analytical functions, e.g. BI. We also highlight the equal importance of incorporating data quality engineering into all efforts related to reference and master data management. Learning Objectives •What is Reference & MDM and why is it important? •Reference & MDM Frameworks and building blocks •Guiding principles & best practices •Understanding foundational reference & MDM concepts based 
 on the Data Management Body of Knowledge (DMBOK) •Utilizing reference & MDM in support of business strategy Date: February 10, 2015 Time: 2:00 PM ET/11:00 AM PT Presenter: Peter Aiken, Ph.D. 1 PETER AIKEN WITH JUANITA BILLINGS FOREWORD BY JOHN BOTTEGA MONETIZING DATA MANAGEMENT Unlocking the Value in Your Organization’s Most Important Asset. The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman PETER AIKEN WITH JUANITA BILLINGS FOREWORD BY JOHN BOTTEGA MONETIZING DATA MANAGEMENT Unlocking the Value in Your Organization’s Most Important Asset. The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman PETER AIKEN WITH JUANITA BILLINGS FOREWORD BY JOHN BOTTEGA MONETIZING DATA MANAGEMENT Unlocking the Value in Your Organization’s Most Important Asset. The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman
  • 2. Shannon Kempe Copyright 2013 by Data Blueprint Executive Editor at DATAVERSITY.net 2
  • 3. Copyright 2013 by Data Blueprint Commonly Asked Questions 1)Will I get copies of the slides after the event? 1)Is this being recorded so I can view it afterwards? 3
  • 4. Copyright 2013 by Data Blueprint Get Social With Us! Live Twitter Feed Join the conversation! Follow us: @datablueprint @paiken Ask questions and submit your comments: #dataed 4 Like Us on Facebook www.facebook.com/ datablueprint Post questions and comments Find industry news, insightful content and event updates. Join the Group Data Management & Business Intelligence Ask questions, gain insights and collaborate with fellow data management professionals
  • 5. The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman PETER AIKEN WITH JUANITA BILLINGS FOREWORD BY JOHN BOTTEGA MONETIZING DATA MANAGEMENT Unlocking the Value in Your Organization’s Most Important Asset. Peter Aiken, Ph.D. • 30+ years of experience in data management • Multiple international awards & 
 recognition • Founder, Data Blueprint (datablueprint.com) • Associate Professor of IS, VCU (vcu.edu) • (Past) President, DAMA Int. (dama.org) • 9 books and dozens of articles • Experienced w/ 500+ data management practices in 20 countries • Multi-year immersions with organizations as diverse as the US DoD, Nokia, Deutsche Bank, Wells Fargo, Walmart, and the Commonwealth of Virginia 5 Copyright 2015 by Data Blueprint The Case for the Chief Data Officer Recasting the C-Suite to Leverage Your MostValuable Asset Peter Aiken and Michael Gorman
  • 6. Unlock Business Value Through Reference & Master Data Management 10124 W. Broad Street, Suite C Glen Allen, Virginia 23060 804.521.4056
  • 7. Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 7 Tweeting now: #dataed
  • 8. UsesReuses What is data management? 8 Copyright 2015 by Data Blueprint Sources Data Governance 
 Data Engineering 
 Data 
 Delivery 
 Data
 Storage Specialized Team Skills Understanding the current and future data needs of an enterprise and making that data effective and efficient in supporting 
 business activities

 Aiken, P, Allen, M. D., Parker, B., Mattia, A., 
 "Measuring Data Management's Maturity: 
 A Community's Self-Assessment" 
 IEEE Computer (research feature April 2007) Data management practices connect data sources and uses in an organized and efficient manner • Storage • Engineering • Delivery • Governance When executed, 
 engineering, storage, and 
 delivery implement governance Note: does not well-depict data reuse
  • 9. Maslow's Hierarchiy of Needs 9 Copyright 2015 by Data Blueprint
  • 10. You can accomplish Advanced Data Practices without becoming proficient in the Foundational Data Management Practices however this will: • Take longer • Cost more • Deliver less • Present 
 greater
 risk
 (with thanks to Tom DeMarco) Data Management Practices Hierarchy Advanced 
 Data 
 Practices • MDM • Mining • Big Data • Analytics • Warehousing • SOA Foundational Data Management Practices 10 Copyright 2015 by Data Blueprint Data Platform/Architecture Data Governance Data Quality Data Operations Data Management Strategy Technologies Capabilities
  • 11. Maintain fit-for-purpose data, efficiently and effectively DMM℠ Structure of 
 5 Integrated 
 DM Practice Areas 11 Copyright 2015 by Data Blueprint Manage data coherently Manage data assets professionally Data architecture implementation Data engineering implementation Organizational support
  • 12. Copyright 2013 by Data Blueprint The DAMA Guide to the Data Management Body of Knowledge 12 Data Management Functions Published by DAMA International • The professional association for Data Managers (40 chapters worldwide) DMBoK organized around • Primary data management functions focused around data delivery to the organization • Organized around several environmental elements
  • 13. Copyright 2013 by Data Blueprint What is the CDMP? • Certified Data Management Professional • DAMA International and ICCP • Membership in a distinct group made up of your fellow professionals • Recognition for your specialized knowledge in a choice of 17 specialty areas • Series of 3 exams • For more information, please visit: – http://www.dama.org/i4a/pages/ index.cfm?pageid=3399 – http://iccp.org/certification/designations/ cdmp 13 #dataed
  • 14. Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 14 Tweeting now: #dataed
  • 15. Copyright 2013 by Data Blueprint Summary: Reference and MDM 15 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
  • 16. Copyright 2013 by Data Blueprint 16 • Gartner holds that MDM is a 
 discipline or strategy – "… where the business and the IT organization work together to ensure the uniformity, accuracy, semantic persistence, stewardship and accountability of the enterprise's official, shared master data." – Master data is the enterprise's official, consistent set of identifiers, extended attributes and hierarchies. – Examples of core entities are: • Parties (e.g., customers, prospects, people, citizens, employees, vendors, suppliers and trading partners) • Places (e.g., locations, offices, regional alignments and geographies) and • Things (for example, accounts, assets, policies, products and services). MDM Definition
  • 17. Copyright 2013 by Data Blueprint Wikipedia: Golden Version • In software development: – The Golden Master is usually the RTM (Released to Manufacturing) version, and therefore the commercial version. It represents the development stage of "RTM" (Released To Manufacturing), often referred to as "going gold", or "gone golden". – Often confused with "gold master" which refers to a physical recording entity such as that sent to a manufacturing plant. • In data management: – It is the data value representing the "correct" answer to the business question • Definition-Reference/Master Data Management – Planning, implementation and control activities to ensure consistency with a "golden version" of contextual data values. 17
  • 18. Wikipedia: Golden Version 18 Copyright 2015 by Data Blueprint • In software development: – The Golden Master is usually the RTM (Released to Manufacturing) version, and therefore the commercial version. It represents the development stage of "RTM" (Released To Manufacturing), often referred to as "going gold", or "gone golden" • In data management: – It is the data value representing the "correct" answer to the business question
  • 19. Copyright 2013 by Data Blueprint Definition: Reference Data Management Control over defined domain values (also known as vocabularies), including: • Control over standardized terms, code values and other unique identifiers; • Business definitions for each value, business relationships within and across domain value lists, and the; • Consistent, shared use of 
 accurate, timely and 
 relevant reference data 
 values to classify and 
 categorize data. 19
  • 20. Copyright 2013 by Data Blueprint Reference Data • Reference Data: – Data used to classify or categorize other data, the value domain – Order status: new, in progress, closed, cancelled – Two-letter USPS state code abbreviations (VA) • Reference Data Sets 20 US United States GB (not UK) United Kingdom from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
  • 21. Copyright 2013 by Data Blueprint Definition: Master Data Management Control over master data values to enable consistent, shared, contextual use across systems, of the most accurate, timely and relevant version of truth about essential business entities. 21
  • 22. Copyright 2013 by Data Blueprint Master Data • Data about business entities providing context for transactions but not limited to pre-defined values • Business rules dictate format and allowable ranges – Parties (individuals, organizations, customers, citizens, patients, vendors, supplies, business partners, competitors, employees, students) – Locations, products, financial structures • From the term Master File 22 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
  • 23. – as opposed to mobile device management • Gartner holds that MDM is a discipline or strategy – "… where the business and the IT organization work 
 together to ensure the uniformity, accuracy, semantic 
 persistence, stewardship and accountability of the 
 enterprise's official, shared master data" • Sold as solution • Official, consistent set of identifiers - examples of these core entities include: – Parties (customers, prospects, people, citizens, employees, vendors, suppliers, trading partners, individuals, organizations, citizens, patients, vendors, supplies, business partners, competitors, students, products, financial structures *LEI*) – Places (locations, offices, regional alignments, geographies) – Things (accounts, assets, policies, products, services) • Provide context for transactions • From the term "Master File" Master Data Management Definition 23 Copyright 2015 by Data Blueprint
  • 24. Copyright 2013 by Data Blueprint Reference Data versus Master Data 24 • Reference Data: – Control over defined domain values (vocabularies) for standardized terms, code values, and other unique identifiers – The fact that we maintain 9 possible gender codes • Master Data: – Control over master data values to enable consistent, shared, contextual use across systems – The "golden" source of the gender of your customer "Pat" from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International Both provide the context for transaction data
  • 25. Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 25 Tweeting now: #dataed
  • 26. Copyright 2013 by Data Blueprint Reference Data Facts 2012 • Home-grown reference data solutions predominate, putting institutions at risk for meeting regulatory constraints • Risk management is seen as a more important business driver for improving data quality than cost 26 Source: http://www.igate.com/22926.aspx • Global industry-wide survey of reference data professionals • Results show: Poor quality of reference data continues to create major problems for financial institutions.
  • 27. Copyright 2013 by Data Blueprint Reference Data Facts 2012, cont’d • Despite recommended practices of centralizing reference data operations, 31% of the firms surveyed still manage data locally • New and changing regulatory requirements have prompted many financial service companies to re- evaluate their reference data strategies. To prepare for new regulations, 
 nearly 62% of survey 
 respondents are planning 
 to extend or customize 
 their reference data 
 systems during 2012 and 2013. 27 Source: http://www.igate.com/22926.aspx
  • 28. Copyright 2013 by Data Blueprint Interdependencies 28 Data Governance Master DataData Quality
  • 29. Copyright 2013 by Data Blueprint Inextricably intertwined 29 Organized Knowledge 'Data' Improved Quality Data Data Organization Practices Operational Data Data Quality Engineering Master Data Management Practices Suspected/ Identified Data Quality Problems Routine Data Scans Master Data Catalogs Routine Data Scans Knowledge Management Practices Data that might benefit from Master Management Sources( ( Metadata(Governance( ( Metadata( Engineering( ( Metadata( Delivery( Uses( Metadata(Prac8ces((dashed lines not in existence) Metadata( Storage(
  • 30. Copyright 2013 by Data Blueprint Interactions 30 Improved Quality Data Master Data Monitoring Data Governance Practices Master Data Management Practices Governance Violations Monitoring Data Quality Engineering Practices Data Quality Monitoring Monitoring Results: Suspected/ Identified Data Quality Problems Data Quality Rules Monitoring Results: Suspected/ Master Data & Characteristics Routine Data Scans Master Data Catalogs Governance Rules Routine Data Scans Monitoring Rules Focused Data Scans Operational Data Data Harvesting Quality Rules
  • 31. Copyright 2013 by Data Blueprint Payroll Application
 (3rd GL)Payroll Data (database) R& D Applications
 (researcher supported, no documentation) R & D Data (raw) Mfg. Data (home grown database) Mfg. Applications
 (contractor supported) 
 Finance Data (indexed) Finance Application
 (3rd GL, batch 
 system, no source) Marketing Application
 (4rd GL, query facilities, 
 no reporting, very large) 
 Marketing Data (external database) Personnel App.
 (20 years old,
 un-normalized data) 
 Personnel Data
 (database) 31 Multiple Sources of (for example) Customer Data
  • 32. Copyright 2013 by Data Blueprint Vocabulary is Important-Tank, Tanks, Tankers, Tanked 32
  • 33. Copyright 2013 by Data Blueprint Reference Data Architecture 33 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
  • 34. Copyright 2013 by Data Blueprint Master Data Architecture 34
  • 35. Copyright 2013 by Data Blueprint Combined R/M Data Architecture 35
  • 36. Copyright 2013 by Data Blueprint "180% Failure Rate" Fred Cohen, Patni 36 http://www.igatepatni.com/bfs/solutions/payments.aspx
  • 37. Copyright 2013 by Data Blueprint MDM Failure Root-Causes • 30% of MDM programs are regarded as failures • 70% of SOA projects in complex, heterogeneous environments had failed to yield the expected business benefits unless MDM is included • Root-causes of failures: – 80% percent of MDM initiatives fail because of ineffective leadership, underestimated magnitudes or an inability to deal with the cultural impact of the change – MDM was implemented as a technology or as a project – MDM was an Enterprise Data Warehouse (EDW) or an ERP – MDM was an IT Effort – MDM is separate to data governance and data quality – MDM initiatives are implemented with inappropriate technology – Internal politics and the silo mentality impede the MDM initiatives 37
  • 38. Copyright 2013 by Data Blueprint Automating Business Process Discovery (qpr.com) 38 Benefits • Obtain holistic perspective on roles and value creation • Customers understand and value outputs • All develop better shared understanding Results • Speed up process • Cost savings • Increased compliance • Increased output • IT systems documentation
  • 39. Copyright 2013 by Data Blueprint Traditional Engine 39
  • 40. Copyright 2013 by Data Blueprint Prius Hybrid Engine 40
  • 41. Copyright 2013 by Data Blueprint 41
  • 42. Copyright 2013 by Data Blueprint Goals and Principles 42 1. Provide authoritative source of reconciled, high- quality master and reference data. 2. Lower cost and complexity through reuse and leverage of standards. 3. Support business intelligence and information integration efforts. from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
  • 43. Copyright 2013 by Data Blueprint Reference & MDM Activities 43 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International • Understand Reference and 
 Master Data Integration Needs • Identify Master and Reference Data 
 Sources and Contributors • Define and Maintain the Data 
 Integration Architecture • Implement Reference and Master 
 Data Management Solutions • Define and Maintain Match Rules • Establish “Golden” Records • Define and Maintain Hierarchies and Affiliations • Plan and Implement Integration of New Data Sources • Replicate and Distribute Reference and Master Data • Manage Changes to Reference and Master Data
  • 44. Copyright 2013 by Data Blueprint Specific Reference and MDM Investigations 44 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International • Who needs what information? • What data is available from 
 different sources? • How does data from different 
 sources differ? • How can inconsistencies 
 be reconciled? • How should valid values be shared?
  • 45. Copyright 2013 by Data Blueprint Primary Deliverables • Data Cleansing Services • Master and Reference 
 Data Requirements • Data Models and Documentation • Reliable Reference and Master Data • "Golden Record" Data Lineage • Data Quality Metrics and Reports 45 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
  • 46. Copyright 2013 by Data Blueprint Roles and Responsibilities 46 Consumers: • Application Users • BI and Reporting Users • Application Developers and Architects • Data integration Developers and Architects • BI Vendors and Architects • Vendors, Customers and Partners Participants: • Data Stewards • Subject Matter Experts • Data Architects • Data Analysts • Application Architects • Data Governance Council • Data Providers • Other IT Professionals Suppliers: • Steering Committees • Business Data Stewards • Subject Matter Experts • Data Consumers • Standards Organizations • Data Providers from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
  • 47. Copyright 2013 by Data Blueprint Technology 47 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International • ETL • Reference Data Management 
 Applications • Master Data Management 
 Applications • Data Modeling Tools • Process Modeling Tools • Meta-data Repositories • Data Profiling Tools • Data Cleansing Tools • Data Integration Tools • Business Process and Rule Engines • Change Management Tools
  • 48. Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 48 Tweeting now: #dataed
  • 49. Copyright 2013 by Data Blueprint Guiding Principles 1. Shared R/M data belong to 
 the organization. 2. R/M data management is an 
 on-going data quality improve-
 ment program – goals cannot 
 be achieved by 1 project alone. 3. Business data stewards are the authorities accountable at determining the golden values. 4. Golden values represent the "best" sources. 5. Replicate master data values only from golden sources. 6. Reference data changes require formal change management 49 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
  • 50. Copyright 2013 by Data Blueprint 10 Best Practices for MDM 1. Active, involved executive sponsorship 2. The business should own the data governance process and the MDM or CDI project 3. Strong project management and organizational change management 4. Use a holistic approach - people, process, technology and information: 5. Build your processes to be ongoing and repeatable, supporting continuous improvement 50 Source:http://www.mdmsource.com/master-data-management-tips-best-practices.html
  • 51. Copyright 2013 by Data Blueprint 10 Best Practices for MDM, cont’d 6. Management needs to recognize the importance of a dedicated team of data stewards 7. Understand your MDM hub's data model and how it integrates with your internal source systems and external content providers 8. Resist the urge to customize 9. Stay current with vendor-provided patches 10.Test, test, test and then test again. 51 Source:http://www.mdmsource.com/master-data-management-tips-best-practices.html
  • 52. Copyright 2013 by Data Blueprint • Data Management Overview • What is Reference and MDM? • Why is Reference and MDM important? • Reference & MDM Building Blocks • Guiding Principles & Best Practices • Take Aways, References & Q&A Unlocking Business Value Through Reference & Master Data Management
 Tweeting now: #dataed 52 Tweeting now: #dataed
  • 53. Copyright 2013 by Data Blueprint 15 MDM Success Factors 1. Success is more likely and more frequently observed once users and prospects understand the limitations and strengths of MDM. 2. Taking small steps and remaining educated on where the MDM market and technology vendors are will increase longer-term success with MDM. 3. Set the right expectations for MDM initiative to help assure long-term success. 4. Long-term MDM success requires the involvement of the information architect. 5. Create a governance framework to ensure that individuals manage master data in a desirable manner. 6. Strong alignment with the organization's business vision, demonstrated by measuring the program's ongoing value, will underpin MDM success. 7. Use a strategic MDM framework through all stages of the MDM program activity cycle — strategize, evaluate, execute and review. 53 [Source: unknown]
  • 54. Copyright 2013 by Data Blueprint 15 MDM Success Factors 54 8. Gain high-level business sponsorship for the MDM program, and build strong stakeholder support. 9. Start by creating an MDM vision and a strategy that closely aligns to the organization’s business vision. 10.Use an MDM metrics hierarchy to communicate standards for success, and to objectively measure progress. 11.Use a business case development process to increase business engagement.
 12.Get the business to propose and own the KPIs; articulate the success of this scenario. 13.Measure the situation before and after the MDM implementation to determine the change. 14.Translate the change in metrics into financial results. 15.The business and IT organization should work together to achieve a single view of master data. [Source: unknown]
  • 55. Seven Sisters (from British Telecom) http://www.datablueprint.com/thought-leaders/peter-aiken/book-monetizing-data-management/ [Thanks to Dave Evans] Copyright 2013 by Data Blueprint 55
  • 56. Copyright 2013 by Data Blueprint Summary: Reference and MDM 56 from The DAMA Guide to the Data Management Body of Knowledge © 2009 by DAMA International
  • 57. Copyright 2013 by Data Blueprint Questions? 57 It’s your turn! Use the chat feature or Twitter (#dataed) to submit your questions to Peter now. + =
  • 58. Copyright 2013 by Data Blueprint References 58
  • 59. Copyright 2013 by Data Blueprint Additional References • http://www.mdmsource.com/master-data-management-tips-best-practices.html • http://www.igate.com/22926.aspx • http://www.itbusinessedge.com/cm/blogs/lawson/just-the-stats-master-data-management/? cs=50349 • http://searchcio-midmarket.techtarget.com/news/2240150296/Smart-grid-systems-expert- devises-business-transformation-template • http://www.itbusinessedge.com/cm/blogs/lawson/free-report-shows-businesses-fed-up- with-bad-data/?cs=50416 • http://www.itbusinessedge.com/cm/blogs/lawson/whats-ahead-for-master-data- management/?cs=50082 • http://www.itbusinessedge.com/cm/blogs/vizard/master-data-management-reaches-for-the- cloud/?cs=49264 • http://www.information-management.com/channels/master-data-management.html • http://www.dataversity.net/applying-six-sigma-to-master-data-management-mdm- framework-for-integrating-mdm-into-ea-part-2/ • http://www.dataqualityfirst.com/getting_master_data_facts_straight_is_hard.htm 59
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