Power the Connected Enterprise with Cloud Integration and Master Data Management (MDM)

Editor's Notes

• #10: Beginning  this year we rolled out SalesForce to our Institutional line of business (approx. 25 users). We converted the users from Saratoga Avenue CRM application. End of this year we will rolling out Salesforce to our Retail and Marketing Line of business (500+ users) and we are converting them from Siebel CRM system.
• #11: Key Success Metrics (Data) Accurate and trustworthy source of data Improved visibility and access to accurate customer data Provides increased data quality Reduces duplicate records Standardization of data Providing clean and enriched customer data Removes dependency on multiple apps Reduces non-value add activities Reduces maintenance efforts and cost
• #12: Centralized authoritative source to create and maintain consistent and accurate business-critical master (reference) data – as well as the relationships between master data - for the firm. Increases confidence in business-critical master data by consolidating data in different formats and from disparate systems for creating the “best version of the truth” and sharing it across the enterprise. Accelerate speed to market to efficiently and accurately obtain data while empowering business users to access business-critical data with confidence.
• #13: Unstructured Environment There are increasing business demands to deliver consistent, accurate, and usable data from multiple sources to deliver a single comprehensive view of our dealers to multiple users across the company. Today’s unstructured environment is the result of tactical responses over time to solve business needs at the time. There are significant limitations of a tactical approach and the business endures these pain points today.
• #14: Architected Solution Establish a strategy and architecture for a Master data management solution. A coordinated strategy enables us to consider tactical responses in a strategic way so short and long terms needs can be properly addressed. Create authoritative and single “master” to manage all master attribute data Centralize master attribute functionality from multiple systems into one Re-examine existing business processes to maximize value of Master Data Extensible and scalable Phased implementation approach
• #15: MDM Integration with Salesforce
• #19: Product Master: -global company, using third part vendors across the globe to manage our web sites in local languages -Needed to replace manual processes and ensure consistency of products and images appearing across our web pages Customer Master: -Point of Sale data is critical to our understanding of how our products flow though our partner channels and reach our end consumers -Millions of addresses in our POS data provided challenges in seeing how our products were flowing through our partner channels With thousands of data providers, the same channel locations came to us in many variations, many languages, many character sets Informatica Multi-Domain Master Data Management allowed us to match and merge our POS Names and Addresses IDQ/Address Doctor critical to our new Customer Master -Names and Addresses from our POS data not good enough E.g. the same customer in English and Russian character sets would resolve as two different customers -Address Doctor accelerators helped parse raw addresses for better results; some customization improved results -Custom code in IDQ cleaned up raw addresses for countries not covered by the AD accelerators -Better merges, less golden records providing better picture of key channel partners
• #22: A custom trade promotion management (TPM) application was built on Force.com (PaaS) Oracle E-Business Suite Soft Dollar Accruals Customer Claims Global point-of-sale data resides in Enterprise Data Warehouse
• #25: China e-route Salesforce integration live in July, 2012 Salesforce data collected in China Sales people work a route, visiting shops, current and prospective customers They use Salesforce to document their visits Contacts, Share of floor, Promotions, Competitors, Opportunities, etc. Data Warehouse for OBIEE Dashboards Provides insight into our market share at a store level Shows our competition Shows results since last visit Critical insight needed to support growth targets in China, a key emerging market for Logitech
• #26: AddressDoctor Web Service integration IDQ / AD mapping that includes all AddressDoctor accelerators and custom code for each country Web service can be used by SalesForce, as well as our web apps and ERP system to ensure consistent address cleansing and parsing Customer Master event based / real time integration Move confirmed leads to Oracle EBS & Customer Master as a new customer Ensure new customers added in a consistent manner Allow first orders to get out sooner, with correct customer data
• #28: Enjoying a reputation for top-quality products, business innovations and consistently reliable service for more than 60 years, Interstate Batteries is the No. 1 replacement brand battery in North America. Now over a billion dollar, privately held corporation, Interstate continues to thrive on our innovation, as well as our good old-fashioned business principles founded on treating others like we would like to be treated. As we began this transformational project, we partnered with Credera, a full-service consulting firm, who has been engaged in the project throughout its duration. Our vision was to increase visibility and collaboration, getting the next best dollar.
• #29: Interstate Batteries distribution network is made up of 300 Distributors that service over 200,000 dealers in North America.
• #30: Our reputation is built on Outrageous Dependability. This speaks not only about our products but also of our service. The face to face personal relationship we provide our dealers truly sets us apart from our competition. We are one of the largest consumers and the largest recycler of Lead in the world. We are a market mover on the price of this commodity. We were green before it was cool to be green.
• #31: Milkman Story
• #32: What got us to #1 today won't keep us at #1 tomorrow. The financial impacts of the changing business environment in the last decade has had a dramatic impact on our operating costs. We are in the midst of a time where we must revolutionize how we operate to stay #1. We have experienced a 267% increase in the cost of fuel, a 2.5x increase in the number of automotive battery types we sell and a 70% increase in the cost of Lead. In response, we must implement a transformational strategy that will tactically and strategically utilize our resources effectively and grow our business.
• #33: Working with Credera, we have created ways for Distributors to get the next best dollar, through route optimization, service to existing customers, and the ability to win new business.
• #34: For those in the back, this screen may not be readable…but it shows what all is needed in order for Distributors to change how they run routes, service customers, and target prospects. They need contact information, battery information, service frequency information, locations, and much more. Most importantly, they need it in a single location, and it needs to be accurate and up to date.
• #35: In order to develop this, we needed a custom solution, which has been built with several best-of-breed solutions.
• #36: A need for Master Data Management was identified. This provides us with a single record for prospect, customer, and competitor data. Additionally, it allows different groups of Interstate and Distributors to communicate in real-time. Informatica was selected, as they helped fulfill enterprise needs.
• #37: So, what does MDM (Informatica) provide for Interstate? Here’s a quick analogy to explain our systems before this transformation.
• #38: So, what does MDM (Informatica) provide for Interstate? Here’s a quick analogy to explain our systems before this transformation.
• #39: Can we synchronize the times on the watches? It looks like the Jericho watch is off…but then maybe I’ve forgotten how to read an analog clock!
• #40: Specifically, we have 300 Distributors with different versions copies of software to manage their existing customers; no centralized repository. National Accounts manages hundreds of customers, including Land Rover, Mercedes, Honda, Triple A, and many more. However, this information was not easily accessible by Distributors and existed in a silo. Interstate has a dedicated sales team, and several Distributors also employ sales personnel. However, this information was isolated to the individuals. It wasn’t possible to see across territory lines and understand what opportunities, and threats, existed. MDM centralizes this information, creating a single version of account data in real time.
• #41: Specifically, we have 300 Distributors with different versions copies of software to manage their existing customers; no centralized repository. National Accounts manages hundreds of customers, including Land Rover, Mercedes, Honda, Triple A, and many more. However, this information was not easily accessible by Distributors and existed in a silo. Interstate has a dedicated sales team, and several Distributors also employ sales personnel. However, this information was isolated to the individuals. It wasn’t possible to see across territory lines and understand what opportunities, and threats, existed. MDM centralizes this information, creating a single version of account data in real time.
• #42: Specifically, we have 300 Distributors with different versions copies of software to manage their existing customers; no centralized repository. National Accounts manages hundreds of customers, including Land Rover, Mercedes, Honda, Triple A, and many more. However, this information was not easily accessible by Distributors and existed in a silo. Interstate has a dedicated sales team, and several Distributors also employ sales personnel. However, this information was isolated to the individuals. It wasn’t possible to see across territory lines and understand what opportunities, and threats, existed. MDM centralizes this information, creating a single version of account data in real time.
• #43: MDM processes millions of records. Interstate’s Salesforce contains over 1 million accounts and generates 5,000 to 10,000 daily transactions. Other enterprise data sources contribute over 2,000,000 other accounts. This means we needed to ensure that 3,000,000 accounts were cleansed, de-duplicated where necessary, and represented in a singular fashion to Distributors, sales teams, national accounts, and others at corporate.
• #44: MDM processes millions of records. Interstate’s Salesforce contains over 1 million accounts and generates 5,000 to 10,000 daily transactions. Other enterprise data sources contribute over 2,000,000 other accounts. This means we needed to ensure that 3,000,000 accounts were cleansed, de-duplicated where necessary, and represented in a singular fashion to Distributors, sales teams, national accounts, and others at corporate.
• #45: MDM processes millions of records. Interstate’s Salesforce contains over 1 million accounts and generates 5,000 to 10,000 daily transactions. Other enterprise data sources contribute over 2,000,000 other accounts. This means we needed to ensure that 3,000,000 accounts were cleansed, de-duplicated where necessary, and represented in a singular fashion to Distributors, sales teams, national accounts, and others at corporate.
• #46: With a single version of the data, we are now able to grow market share profitably and find the next best dollar. How? The accounts, after going through MDM, are represented in an actionable way. We now have the ability to create a strategic sales approach, crossing 300 Distributor lines, marketing, and sales teams. This means we can react quickly, create targeted plays, and serve our customers better. We can pursue the right sale at the right location.
• #47: With a single version of the data, we are now able to grow market share profitably and find the next best dollar. How? The accounts, after going through MDM, are represented in an actionable way. We now have the ability to create a strategic sales approach, crossing 300 Distributor lines, marketing, and sales teams. This means we can react quickly, create targeted plays, and serve our customers better. We can pursue the right sale at the right location.
• #48: Contact information.