SlideShare a Scribd company logo
1© 2018 IDERA, Inc. All rights reserved.
THE BUSINESS VALUE OF DATA MODELING
AUGUST 21, 2018
Ron Huizenga
Senior Product Manager, Enterprise Architecture & Modeling
@DataAviator
2© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 2© 2018 IDERA, Inc. All rights reserved.
AGENDA
 Determining business value
• SMART metrics
 Agile project context
• Data modeling
 Case Study
• Background & scope
• Plan vs. reality
• Quality metrics
• Data modeling impact
• The bottom line
 Summary
 Q&A
3© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 3© 2018 IDERA, Inc. All rights reserved.
DETERMINING BUSINESS VALUE
 Return on Investment (ROI)
 3 classic approaches
• Revenue enhancement
• Cost savings
• Cost avoidance
 Specific data modeling benefits often used in determining ROI
• Improved data requirements and specifications
• Faster development
• Reduced error correction/rework
• Better data quality
• Re-use of data assets
• Improved system integration
 By contrast, costs incurred by not data modeling
4© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 4© 2018 IDERA, Inc. All rights reserved.
Actionable: easy to understand. It is clear when chart your
performance over time which direction is good and which direction is
bad, so that one knows when to take action.
Measurable: Need to be able to collect data that is accurate and
complete.
Specific: Metrics must be specific and target the area that is being
measured.
Relevant: There is a common trap of trying to measure everything.
Only measure what is relevant. Ignore the noise from irrelevant data.
Timely: Need to be able to get data when it is needed (as near to
real time as possible). If data is received too late, it may no longer be
actionable.
5© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 5© 2018 IDERA, Inc. All rights reserved.
AGILE TEAMS
 Scrum vs. Extreme
 Self-organizing team concept
• Often misinterpreted as role-less
• Any person can perform any role
• Can switch from sprint to sprint (iteration)
• No specialization
• Reality
• A formula for disaster in all but the simplest of projects
 Often accompanied by attitude of disdain for data modelers
• “They just slow us down”
• “We don’t need a data model”
• Long term compromised in favor of short term project goals.
6© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 6© 2018 IDERA, Inc. All rights reserved.
AGILE DATA ARCHITECT
 Enterprise data perspective
 Facilitator
• Enabler vs. Gatekeeper
 Full engagement in sprint planning
• Ensure completeness of deliverables
• Prioritization of dependencies
 Iterative work style
• Many simultaneous deliverables
 Collaboration
• Work with multiple teams simultaneously
• Cross-project focus
vs.
7© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 7© 2018 IDERA, Inc. All rights reserved.
REAL WORLD PROJECT – AS PLANNED
 Supply Chain – Commercial Application Suite
 1 Common Database
 4 Parallel Development Streams
• By functional area
 Planned Duration: 1 year
 Planned Cost: $6,000,000
 Agile Methodology (Extreme & Scrum)
• Developers responsible for all design/development
• 2 week sprints (iterations)
 Weekly budgeted direct staffing costs: $ 92,800
• Did not include business SMEs as they were covered separately in corporate
budget
8© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 8© 2018 IDERA, Inc. All rights reserved.
INITIAL WEEKS
 High defect rate
 Backlog growing rapidly
 By week 16, 50% of effort being spent addressing defects
• Direct cost $46,400/week
• Without being addressed, project schedule would need to be extended 40
weeks (additional cost of $ 3.7 million)
Excitement!
Anticipation!
Reality:
9© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 9© 2018 IDERA, Inc. All rights reserved.
PROBLEM ASSESSMENT
 Define
• Defect categories
 Measure
• Discrete vs. weighted impact
• Linear vs. cumulative measurement
 Analyze
• Time series distribution
• Defects per object
• Defects vs. opportunities
 Improve
• Remediation strategy
 Control
• Comparative metrics
10© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 10© 2018 IDERA, Inc. All rights reserved.
System Defects
& Rework
Requirements
Database & Persistence
User Interface
Business Services
Incomplete user stories
Incorrect business analysis documents
Missing foreign key constraints
Missing check constraints
Missing default values
Incorrect data type
Missing index
Missing audit columns
Incorrect table name
Incorrect column name
Tables not in 3rd
Normal Form Incorrect state transition
Calculation Error
Logic construct error
Incorrect looping or branching
Services not invoked
Messages
Navigation flow
Values not sorted in dropdowns
Subfile/list overflow
Controls not working
Missing prompts
Screens not user friendly
Incorrect service invoked
Entity Framework mapping error
Business Process has changed
Incorrect test cases
Defective unit tests
3rd
party widget
integration problems
Missing processes
Inadequate Subject Matter Expert Knowledge
DEFINE: DEFECT CATEGORIES & IMPACT
11© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 11© 2018 IDERA, Inc. All rights reserved.
DEFECT CATEGORIES
Defect Category Primary Layer
Impact
Comments Defect
Count
Cumulative
Count
Defect % Cumulative
Defect %
Database & Persistence Data Layer Database and persistence errors can be very
problematic, time consuming and expensive to
correct. There is always an impact to the
persistence mapping in the business services layer
which must be corrected. In addition, changes may
also ripple to the User Interface layer.
243 243 35.01% 35.01%
Business services Business Layer Errors in business services are typically problems in
logic, calculations etc. This could cause erroneous
data. However, the corrections are usually limited
to the business layer itself, and do not require
structural changes (and hence mapping changes to
the data layer).
212 455 30.55% 65.56%
User Interface Presentation Layer UI errors are almost always isolated to the
presentation layer and generally fairly straigh
forward to fix.
197 652 28.39% 93.95%
Requirements any Requirments errors could impact any and all layers,
depending upon the severity or scope of the error.
They can not be quantified in general and must be
examined on a case by case basis to determine
impact.
42 694 6.05% 100.00%
Total 694 694 100.00% 100.00%
12© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 12© 2018 IDERA, Inc. All rights reserved.
CUMULATIVE DEFECTS
13© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 13© 2018 IDERA, Inc. All rights reserved.
WEIGHTED DEFECT CATEGORIES
Defect Category Primary Layer
Impact
Comments Defect
Count
Cumulative
Count
Defect % Cumulative
Defect %
Database &
Persistence
Data Layer Database and persistence errors can be very
problematic, time consuming and expensive
to correct. There is always an impact to the
persistence mapping in the business services
layer which must be corrected. In addition,
changes may also ripple to the User Interface
layer.
243 243 35.01% 35.01%
Business services Business Layer Errors in business services are typically
problems in logic, calculations etc. This could
cause erronious data. However, the
corrections are usually limited to the
business layer itself, and do not require
structural changes (and hence mapping
changes to the data layer).
212 455 30.55% 65.56%
User Interface Presentation Layer UI errors are almost always isolated to the
presentation layer and generally fairly straigh
forward to fix.
197 652 28.39% 93.95%
Requirements any Requirments errors could impact any and all
layers, depending upon the severity or scope
of the error. They can not be quantified in
general and must be examined on a case by
case basis to determine impact.
42 694 6.05% 100.00%
Total 694 694 100.00% 100.00%
Severity
Points
Weighted
Score
Cumulative
Score
Score % Cumulative
Score %
7 1,701 1,701 62.95% 62.95%
3 636 2,337 23.54% 86.49%
1 197 2,534 7.29% 93.78%
4 168 2,702 6.22% 100.00%
2702 2,702 100.00% 100.00%
A x B =
14© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 14© 2018 IDERA, Inc. All rights reserved.
CUMULATIVE DEFECT SEVERITY
15© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 15© 2018 IDERA, Inc. All rights reserved.
SPECIFIC DATABASE DEFECT POINT VALUES (SEVERITY)
No. Defect Type Description Points
1 Duplicate table 10
2 Table not normalized 10
3 Primary Key Incorrect 5
4 Missing Foreign Key (relationship) 5
5 Referential Integrity constraint incorrect 3
6 Missing foreign key index 2
7 Audit Column missing 2
8 Check Constraint Missing 1
9 Default value not specified 1
10 Incorrect table naming 3
11 Column data type incorrect 2
12 Column NULL specification incorrect 1
13 Incorrect column naming 2
16© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 16© 2018 IDERA, Inc. All rights reserved.
DATABASE & PERSISTENCE DEFECTS
17© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 17© 2018 IDERA, Inc. All rights reserved.
TIME SERIES DISTRIBUTION OF DEFECTS
18© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 18© 2018 IDERA, Inc. All rights reserved.
DEFECTS/POINTS PER OBJECT
19© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 19© 2018 IDERA, Inc. All rights reserved.
DEFECTS VS. OPPORTUNITIES
20© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 20© 2018 IDERA, Inc. All rights reserved.
DEFECT POINTS VS. DEFECT POINT OPPORTUNITIES
21© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 21© 2018 IDERA, Inc. All rights reserved.
CUMULATIVE DEFECT POINTS VS. OPPORTUNITIES
22© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 22© 2018 IDERA, Inc. All rights reserved.
SMOOTHING – CUMULATIVE ANALYSIS
23© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 23© 2018 IDERA, Inc. All rights reserved.
REMEDIATION
 Use Senior Data Architect – Cross Team Focus
• Introduced in week 21 of project
 Model all changes
 Generate DDL from modeling tool
 1 developer dedicated to persistence mapping
• Works for data architect
 Halt functional design/development
• Redesign database
• Sprints dedicated to problem cleanup
 Target: Reduce data defects by at least 75% going forward
24© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 24© 2018 IDERA, Inc. All rights reserved.
RESULTING DEFECTS VS. OBJECTS COMPARISON
25© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 25© 2018 IDERA, Inc. All rights reserved.
OBJECTS & DEFECTS/WEEK COMPARISON
26© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 26© 2018 IDERA, Inc. All rights reserved.
RESULTING DEFECTS/POINTS PER OBJECT
Previous
Scale
27© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 27© 2018 IDERA, Inc. All rights reserved.
DEFECTS PER OBJECT COMPARISON
28© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 28© 2018 IDERA, Inc. All rights reserved.
SMOOTHING – CUMULATIVE OBJECTS VS. DEFECTS
29© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 29© 2018 IDERA, Inc. All rights reserved.
COMPARISON – CUMULATIVE OBJECTS VS. DEFECTS
30© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 30© 2018 IDERA, Inc. All rights reserved.
CUMULATIVE DEFECT POINTS VS. OPPORTUNITIES
31© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 31© 2018 IDERA, Inc. All rights reserved.
CUMULATIVE DEFECT POINTS VS. OPPORTUNITIES
32© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 32© 2018 IDERA, Inc. All rights reserved.
COMPARATIVE
Measurement
Measurement Period
(Weeks 1 -20)
Control Period (Weeks
21 - 31)
Performance
Improvement
Interval Length (weeks) 20 11
Objects Created 957 1,083
Defects 1,077 38
Defect Opportunities 4,090 4,333
Defect Points 1,696 87
Defect Point Opportunities 8,886 8,991
Average Objects/week 47.85 98.45 205.76%
Average Defects/week 53.85 3.45 1558.82%
Average Defect Points/week 84.80 7.91 1072.18%
Average defects/object 1.13 0.04 3207.37%
Average Defect Opportunities/Week 204.50 393.91
Defects/Opportunity 0.263 0.009 3002.60%
Defect Points/Opportunity 0.191 0.010 1972.46%
33© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 33© 2018 IDERA, Inc. All rights reserved.
THE BOTTOM LINE
 On time completion
 Avoided $3.7 million overrun
 Senior Enterprise Data Architect + Modelling Tools $200K
• Duration of project
 ROI: ($3.7 million – $200K)/$200K = 1,750%
• Had this been done at the beginning of the project, returns would have been
even greater
Would you invest?
34© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 34© 2018 IDERA, Inc. All rights reserved.
ADDITIONAL CONSIDERATIONS
 Data Architects/Modelers MUST be involved in all development projects
• The “glue” that holds everything together
• Understand the complex data relationships
 It is essential to map, document & understand the data ecosystem
 Building data quality into design is much more cost effective than detecting errors
and fixing later.
 Data modeling drives major business value!
• Today’s discussion was only 1 example
 Required:
• Sound project management framework & discipline
• Solid data architecture framework
• Accurate measurement and SMART Metrics!
35© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 35© 2018 IDERA, Inc. All rights reserved.
THANKS!
Any questions?
You can find me at:
ron.huizenga@idera.com
@DataAviator

More Related Content

PPTX
Integrate ERP and CRM Metadata into ER/Studio
PPTX
Mapping Business Processes to Compliance Procedures
PDF
Mapping Business Processes to Compliance Procedures
PDF
The Missing Link in Enterprise Data Governance - Automated Metadata Management
PDF
Building Effective Data Visualizations
PDF
Accelerate Your Move to the Cloud with Data Catalogs and Governance
PDF
Data Architecture - The Foundation for Enterprise Architecture and Governance
PPTX
Chief Data Officer (CDO) Organization Roles
Integrate ERP and CRM Metadata into ER/Studio
Mapping Business Processes to Compliance Procedures
Mapping Business Processes to Compliance Procedures
The Missing Link in Enterprise Data Governance - Automated Metadata Management
Building Effective Data Visualizations
Accelerate Your Move to the Cloud with Data Catalogs and Governance
Data Architecture - The Foundation for Enterprise Architecture and Governance
Chief Data Officer (CDO) Organization Roles

What's hot (20)

PDF
Data as a Profit Driver – Emerging Techniques to Monetize Data as a Strategic...
PDF
Using Machine Learning to Understand and Predict Marketing ROI
PDF
Data Architecture Best Practices for Today’s Rapidly Changing Data Landscape
PDF
How to Govern Your Master Data
PDF
The Missed Promise of Hadoop and New and Emerging Technologies
PDF
Mastering Data Modeling for NoSQL Platforms
PDF
Business Value Metrics for Data Governance
PDF
Data Catalog as a Business Enabler
PDF
Analytics, Business Intelligence, and Data Science - What's the Progression?
PDF
DAS Slides: Metadata Management From Technical Architecture & Business Techni...
PDF
Advanced Analytics Governance - Effective Model Management and Stewardship
PDF
The Chief Data Officer's Agenda: The Need for Information Governance Controls
PDF
Data Architecture Strategies Webinar: Emerging Trends in Data Architecture – ...
PDF
Modern Metadata Strategies
PDF
Designing a Successful Governed Citizen Data Science Strategy
PDF
Data Insights and Analytics Webinar: CDO vs. CAO - What’s the Difference?
PDF
The Disappearing Data Scientist
PPTX
Cloud and Analytics -- 2020 sparksummit
PDF
Data Quality Strategies
PDF
Data Catalog as the Platform for Data Intelligence
Data as a Profit Driver – Emerging Techniques to Monetize Data as a Strategic...
Using Machine Learning to Understand and Predict Marketing ROI
Data Architecture Best Practices for Today’s Rapidly Changing Data Landscape
How to Govern Your Master Data
The Missed Promise of Hadoop and New and Emerging Technologies
Mastering Data Modeling for NoSQL Platforms
Business Value Metrics for Data Governance
Data Catalog as a Business Enabler
Analytics, Business Intelligence, and Data Science - What's the Progression?
DAS Slides: Metadata Management From Technical Architecture & Business Techni...
Advanced Analytics Governance - Effective Model Management and Stewardship
The Chief Data Officer's Agenda: The Need for Information Governance Controls
Data Architecture Strategies Webinar: Emerging Trends in Data Architecture – ...
Modern Metadata Strategies
Designing a Successful Governed Citizen Data Science Strategy
Data Insights and Analytics Webinar: CDO vs. CAO - What’s the Difference?
The Disappearing Data Scientist
Cloud and Analytics -- 2020 sparksummit
Data Quality Strategies
Data Catalog as the Platform for Data Intelligence
Ad

Similar to Slides: The Business Value of Data Modeling (20)

PDF
Lean Modeling for Any Methodology
PPTX
IDERA Live | Business Value Metrics for Data Governance
PDF
Competitive advantage through data management terry jabali v.01
PPTX
Managing the Earthquake: Surviving Major Database Architecture Changes (rev.2...
PDF
Why Your Data Management Strategy Isn't Working (and How to Fix It)
PPTX
Data architecture principles to accelerate your data strategy
PPT
AMI Presentation
PDF
5 physical data modeling blunders 09092010
PDF
A Better Understanding: Solving Business Challenges with Data
PDF
PDF
Strategic imperative the enterprise data model
PDF
NessPRO Italy on CAST
PPT
End User Informatics
PDF
Bob minchin presentation
PDF
Developing A Universal Approach to Cleansing Customer and Product Data
PDF
Overcoming contradictions mike-o_rourke
 
PDF
Overcoming Contradictions - Mike O Rourke
PDF
Early Warning Signs of IT Project Failure -- The Deadly Dozen and the Four Ho...
PDF
Data modeling for the business 09282010
PDF
Webinar | Good Guys vs. Bad Data: How to Be a Data Quality Hero
Lean Modeling for Any Methodology
IDERA Live | Business Value Metrics for Data Governance
Competitive advantage through data management terry jabali v.01
Managing the Earthquake: Surviving Major Database Architecture Changes (rev.2...
Why Your Data Management Strategy Isn't Working (and How to Fix It)
Data architecture principles to accelerate your data strategy
AMI Presentation
5 physical data modeling blunders 09092010
A Better Understanding: Solving Business Challenges with Data
Strategic imperative the enterprise data model
NessPRO Italy on CAST
End User Informatics
Bob minchin presentation
Developing A Universal Approach to Cleansing Customer and Product Data
Overcoming contradictions mike-o_rourke
 
Overcoming Contradictions - Mike O Rourke
Early Warning Signs of IT Project Failure -- The Deadly Dozen and the Four Ho...
Data modeling for the business 09282010
Webinar | Good Guys vs. Bad Data: How to Be a Data Quality Hero
Ad

More from DATAVERSITY (20)

PDF
Architecture, Products, and Total Cost of Ownership of the Leading Machine Le...
PDF
Data at the Speed of Business with Data Mastering and Governance
PDF
Exploring Levels of Data Literacy
PDF
Building a Data Strategy – Practical Steps for Aligning with Business Goals
PDF
Make Data Work for You
PDF
Data Catalogs Are the Answer – What is the Question?
PDF
Data Catalogs Are the Answer – What Is the Question?
PDF
Data Modeling Fundamentals
PDF
Showing ROI for Your Analytic Project
PDF
How a Semantic Layer Makes Data Mesh Work at Scale
PDF
Is Enterprise Data Literacy Possible?
PDF
The Data Trifecta – Privacy, Security & Governance Race from Reactivity to Re...
PDF
Emerging Trends in Data Architecture – What’s the Next Big Thing?
PDF
Data Governance Trends - A Look Backwards and Forwards
PDF
Data Governance Trends and Best Practices To Implement Today
PDF
2023 Trends in Enterprise Analytics
PDF
Data Strategy Best Practices
PDF
Who Should Own Data Governance – IT or Business?
PDF
Data Management Best Practices
PDF
MLOps – Applying DevOps to Competitive Advantage
Architecture, Products, and Total Cost of Ownership of the Leading Machine Le...
Data at the Speed of Business with Data Mastering and Governance
Exploring Levels of Data Literacy
Building a Data Strategy – Practical Steps for Aligning with Business Goals
Make Data Work for You
Data Catalogs Are the Answer – What is the Question?
Data Catalogs Are the Answer – What Is the Question?
Data Modeling Fundamentals
Showing ROI for Your Analytic Project
How a Semantic Layer Makes Data Mesh Work at Scale
Is Enterprise Data Literacy Possible?
The Data Trifecta – Privacy, Security & Governance Race from Reactivity to Re...
Emerging Trends in Data Architecture – What’s the Next Big Thing?
Data Governance Trends - A Look Backwards and Forwards
Data Governance Trends and Best Practices To Implement Today
2023 Trends in Enterprise Analytics
Data Strategy Best Practices
Who Should Own Data Governance – IT or Business?
Data Management Best Practices
MLOps – Applying DevOps to Competitive Advantage

Recently uploaded (20)

PDF
Build a system with the filesystem maintained by OSTree @ COSCUP 2025
PDF
Accuracy of neural networks in brain wave diagnosis of schizophrenia
PDF
Getting Started with Data Integration: FME Form 101
PDF
Per capita expenditure prediction using model stacking based on satellite ima...
PDF
cuic standard and advanced reporting.pdf
PDF
Architecting across the Boundaries of two Complex Domains - Healthcare & Tech...
PPTX
MYSQL Presentation for SQL database connectivity
PPT
Teaching material agriculture food technology
PDF
Mobile App Security Testing_ A Comprehensive Guide.pdf
PPTX
1. Introduction to Computer Programming.pptx
PDF
Network Security Unit 5.pdf for BCA BBA.
PDF
gpt5_lecture_notes_comprehensive_20250812015547.pdf
PPTX
Tartificialntelligence_presentation.pptx
PDF
Encapsulation_ Review paper, used for researhc scholars
PDF
Profit Center Accounting in SAP S/4HANA, S4F28 Col11
PDF
Machine learning based COVID-19 study performance prediction
PDF
Electronic commerce courselecture one. Pdf
PPTX
Digital-Transformation-Roadmap-for-Companies.pptx
PPTX
Programs and apps: productivity, graphics, security and other tools
PDF
7 ChatGPT Prompts to Help You Define Your Ideal Customer Profile.pdf
Build a system with the filesystem maintained by OSTree @ COSCUP 2025
Accuracy of neural networks in brain wave diagnosis of schizophrenia
Getting Started with Data Integration: FME Form 101
Per capita expenditure prediction using model stacking based on satellite ima...
cuic standard and advanced reporting.pdf
Architecting across the Boundaries of two Complex Domains - Healthcare & Tech...
MYSQL Presentation for SQL database connectivity
Teaching material agriculture food technology
Mobile App Security Testing_ A Comprehensive Guide.pdf
1. Introduction to Computer Programming.pptx
Network Security Unit 5.pdf for BCA BBA.
gpt5_lecture_notes_comprehensive_20250812015547.pdf
Tartificialntelligence_presentation.pptx
Encapsulation_ Review paper, used for researhc scholars
Profit Center Accounting in SAP S/4HANA, S4F28 Col11
Machine learning based COVID-19 study performance prediction
Electronic commerce courselecture one. Pdf
Digital-Transformation-Roadmap-for-Companies.pptx
Programs and apps: productivity, graphics, security and other tools
7 ChatGPT Prompts to Help You Define Your Ideal Customer Profile.pdf

Slides: The Business Value of Data Modeling

  • 1. 1© 2018 IDERA, Inc. All rights reserved. THE BUSINESS VALUE OF DATA MODELING AUGUST 21, 2018 Ron Huizenga Senior Product Manager, Enterprise Architecture & Modeling @DataAviator
  • 2. 2© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 2© 2018 IDERA, Inc. All rights reserved. AGENDA  Determining business value • SMART metrics  Agile project context • Data modeling  Case Study • Background & scope • Plan vs. reality • Quality metrics • Data modeling impact • The bottom line  Summary  Q&A
  • 3. 3© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 3© 2018 IDERA, Inc. All rights reserved. DETERMINING BUSINESS VALUE  Return on Investment (ROI)  3 classic approaches • Revenue enhancement • Cost savings • Cost avoidance  Specific data modeling benefits often used in determining ROI • Improved data requirements and specifications • Faster development • Reduced error correction/rework • Better data quality • Re-use of data assets • Improved system integration  By contrast, costs incurred by not data modeling
  • 4. 4© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 4© 2018 IDERA, Inc. All rights reserved. Actionable: easy to understand. It is clear when chart your performance over time which direction is good and which direction is bad, so that one knows when to take action. Measurable: Need to be able to collect data that is accurate and complete. Specific: Metrics must be specific and target the area that is being measured. Relevant: There is a common trap of trying to measure everything. Only measure what is relevant. Ignore the noise from irrelevant data. Timely: Need to be able to get data when it is needed (as near to real time as possible). If data is received too late, it may no longer be actionable.
  • 5. 5© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 5© 2018 IDERA, Inc. All rights reserved. AGILE TEAMS  Scrum vs. Extreme  Self-organizing team concept • Often misinterpreted as role-less • Any person can perform any role • Can switch from sprint to sprint (iteration) • No specialization • Reality • A formula for disaster in all but the simplest of projects  Often accompanied by attitude of disdain for data modelers • “They just slow us down” • “We don’t need a data model” • Long term compromised in favor of short term project goals.
  • 6. 6© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 6© 2018 IDERA, Inc. All rights reserved. AGILE DATA ARCHITECT  Enterprise data perspective  Facilitator • Enabler vs. Gatekeeper  Full engagement in sprint planning • Ensure completeness of deliverables • Prioritization of dependencies  Iterative work style • Many simultaneous deliverables  Collaboration • Work with multiple teams simultaneously • Cross-project focus vs.
  • 7. 7© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 7© 2018 IDERA, Inc. All rights reserved. REAL WORLD PROJECT – AS PLANNED  Supply Chain – Commercial Application Suite  1 Common Database  4 Parallel Development Streams • By functional area  Planned Duration: 1 year  Planned Cost: $6,000,000  Agile Methodology (Extreme & Scrum) • Developers responsible for all design/development • 2 week sprints (iterations)  Weekly budgeted direct staffing costs: $ 92,800 • Did not include business SMEs as they were covered separately in corporate budget
  • 8. 8© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 8© 2018 IDERA, Inc. All rights reserved. INITIAL WEEKS  High defect rate  Backlog growing rapidly  By week 16, 50% of effort being spent addressing defects • Direct cost $46,400/week • Without being addressed, project schedule would need to be extended 40 weeks (additional cost of $ 3.7 million) Excitement! Anticipation! Reality:
  • 9. 9© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 9© 2018 IDERA, Inc. All rights reserved. PROBLEM ASSESSMENT  Define • Defect categories  Measure • Discrete vs. weighted impact • Linear vs. cumulative measurement  Analyze • Time series distribution • Defects per object • Defects vs. opportunities  Improve • Remediation strategy  Control • Comparative metrics
  • 10. 10© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 10© 2018 IDERA, Inc. All rights reserved. System Defects & Rework Requirements Database & Persistence User Interface Business Services Incomplete user stories Incorrect business analysis documents Missing foreign key constraints Missing check constraints Missing default values Incorrect data type Missing index Missing audit columns Incorrect table name Incorrect column name Tables not in 3rd Normal Form Incorrect state transition Calculation Error Logic construct error Incorrect looping or branching Services not invoked Messages Navigation flow Values not sorted in dropdowns Subfile/list overflow Controls not working Missing prompts Screens not user friendly Incorrect service invoked Entity Framework mapping error Business Process has changed Incorrect test cases Defective unit tests 3rd party widget integration problems Missing processes Inadequate Subject Matter Expert Knowledge DEFINE: DEFECT CATEGORIES & IMPACT
  • 11. 11© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 11© 2018 IDERA, Inc. All rights reserved. DEFECT CATEGORIES Defect Category Primary Layer Impact Comments Defect Count Cumulative Count Defect % Cumulative Defect % Database & Persistence Data Layer Database and persistence errors can be very problematic, time consuming and expensive to correct. There is always an impact to the persistence mapping in the business services layer which must be corrected. In addition, changes may also ripple to the User Interface layer. 243 243 35.01% 35.01% Business services Business Layer Errors in business services are typically problems in logic, calculations etc. This could cause erroneous data. However, the corrections are usually limited to the business layer itself, and do not require structural changes (and hence mapping changes to the data layer). 212 455 30.55% 65.56% User Interface Presentation Layer UI errors are almost always isolated to the presentation layer and generally fairly straigh forward to fix. 197 652 28.39% 93.95% Requirements any Requirments errors could impact any and all layers, depending upon the severity or scope of the error. They can not be quantified in general and must be examined on a case by case basis to determine impact. 42 694 6.05% 100.00% Total 694 694 100.00% 100.00%
  • 12. 12© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 12© 2018 IDERA, Inc. All rights reserved. CUMULATIVE DEFECTS
  • 13. 13© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 13© 2018 IDERA, Inc. All rights reserved. WEIGHTED DEFECT CATEGORIES Defect Category Primary Layer Impact Comments Defect Count Cumulative Count Defect % Cumulative Defect % Database & Persistence Data Layer Database and persistence errors can be very problematic, time consuming and expensive to correct. There is always an impact to the persistence mapping in the business services layer which must be corrected. In addition, changes may also ripple to the User Interface layer. 243 243 35.01% 35.01% Business services Business Layer Errors in business services are typically problems in logic, calculations etc. This could cause erronious data. However, the corrections are usually limited to the business layer itself, and do not require structural changes (and hence mapping changes to the data layer). 212 455 30.55% 65.56% User Interface Presentation Layer UI errors are almost always isolated to the presentation layer and generally fairly straigh forward to fix. 197 652 28.39% 93.95% Requirements any Requirments errors could impact any and all layers, depending upon the severity or scope of the error. They can not be quantified in general and must be examined on a case by case basis to determine impact. 42 694 6.05% 100.00% Total 694 694 100.00% 100.00% Severity Points Weighted Score Cumulative Score Score % Cumulative Score % 7 1,701 1,701 62.95% 62.95% 3 636 2,337 23.54% 86.49% 1 197 2,534 7.29% 93.78% 4 168 2,702 6.22% 100.00% 2702 2,702 100.00% 100.00% A x B =
  • 14. 14© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 14© 2018 IDERA, Inc. All rights reserved. CUMULATIVE DEFECT SEVERITY
  • 15. 15© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 15© 2018 IDERA, Inc. All rights reserved. SPECIFIC DATABASE DEFECT POINT VALUES (SEVERITY) No. Defect Type Description Points 1 Duplicate table 10 2 Table not normalized 10 3 Primary Key Incorrect 5 4 Missing Foreign Key (relationship) 5 5 Referential Integrity constraint incorrect 3 6 Missing foreign key index 2 7 Audit Column missing 2 8 Check Constraint Missing 1 9 Default value not specified 1 10 Incorrect table naming 3 11 Column data type incorrect 2 12 Column NULL specification incorrect 1 13 Incorrect column naming 2
  • 16. 16© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 16© 2018 IDERA, Inc. All rights reserved. DATABASE & PERSISTENCE DEFECTS
  • 17. 17© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 17© 2018 IDERA, Inc. All rights reserved. TIME SERIES DISTRIBUTION OF DEFECTS
  • 18. 18© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 18© 2018 IDERA, Inc. All rights reserved. DEFECTS/POINTS PER OBJECT
  • 19. 19© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 19© 2018 IDERA, Inc. All rights reserved. DEFECTS VS. OPPORTUNITIES
  • 20. 20© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 20© 2018 IDERA, Inc. All rights reserved. DEFECT POINTS VS. DEFECT POINT OPPORTUNITIES
  • 21. 21© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 21© 2018 IDERA, Inc. All rights reserved. CUMULATIVE DEFECT POINTS VS. OPPORTUNITIES
  • 22. 22© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 22© 2018 IDERA, Inc. All rights reserved. SMOOTHING – CUMULATIVE ANALYSIS
  • 23. 23© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 23© 2018 IDERA, Inc. All rights reserved. REMEDIATION  Use Senior Data Architect – Cross Team Focus • Introduced in week 21 of project  Model all changes  Generate DDL from modeling tool  1 developer dedicated to persistence mapping • Works for data architect  Halt functional design/development • Redesign database • Sprints dedicated to problem cleanup  Target: Reduce data defects by at least 75% going forward
  • 24. 24© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 24© 2018 IDERA, Inc. All rights reserved. RESULTING DEFECTS VS. OBJECTS COMPARISON
  • 25. 25© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 25© 2018 IDERA, Inc. All rights reserved. OBJECTS & DEFECTS/WEEK COMPARISON
  • 26. 26© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 26© 2018 IDERA, Inc. All rights reserved. RESULTING DEFECTS/POINTS PER OBJECT Previous Scale
  • 27. 27© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 27© 2018 IDERA, Inc. All rights reserved. DEFECTS PER OBJECT COMPARISON
  • 28. 28© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 28© 2018 IDERA, Inc. All rights reserved. SMOOTHING – CUMULATIVE OBJECTS VS. DEFECTS
  • 29. 29© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 29© 2018 IDERA, Inc. All rights reserved. COMPARISON – CUMULATIVE OBJECTS VS. DEFECTS
  • 30. 30© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 30© 2018 IDERA, Inc. All rights reserved. CUMULATIVE DEFECT POINTS VS. OPPORTUNITIES
  • 31. 31© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 31© 2018 IDERA, Inc. All rights reserved. CUMULATIVE DEFECT POINTS VS. OPPORTUNITIES
  • 32. 32© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 32© 2018 IDERA, Inc. All rights reserved. COMPARATIVE Measurement Measurement Period (Weeks 1 -20) Control Period (Weeks 21 - 31) Performance Improvement Interval Length (weeks) 20 11 Objects Created 957 1,083 Defects 1,077 38 Defect Opportunities 4,090 4,333 Defect Points 1,696 87 Defect Point Opportunities 8,886 8,991 Average Objects/week 47.85 98.45 205.76% Average Defects/week 53.85 3.45 1558.82% Average Defect Points/week 84.80 7.91 1072.18% Average defects/object 1.13 0.04 3207.37% Average Defect Opportunities/Week 204.50 393.91 Defects/Opportunity 0.263 0.009 3002.60% Defect Points/Opportunity 0.191 0.010 1972.46%
  • 33. 33© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 33© 2018 IDERA, Inc. All rights reserved. THE BOTTOM LINE  On time completion  Avoided $3.7 million overrun  Senior Enterprise Data Architect + Modelling Tools $200K • Duration of project  ROI: ($3.7 million – $200K)/$200K = 1,750% • Had this been done at the beginning of the project, returns would have been even greater Would you invest?
  • 34. 34© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 34© 2018 IDERA, Inc. All rights reserved. ADDITIONAL CONSIDERATIONS  Data Architects/Modelers MUST be involved in all development projects • The “glue” that holds everything together • Understand the complex data relationships  It is essential to map, document & understand the data ecosystem  Building data quality into design is much more cost effective than detecting errors and fixing later.  Data modeling drives major business value! • Today’s discussion was only 1 example  Required: • Sound project management framework & discipline • Solid data architecture framework • Accurate measurement and SMART Metrics!
  • 35. 35© 2016 IDERA, Inc. All rights reserved. Proprietary and confidential. 35© 2018 IDERA, Inc. All rights reserved. THANKS! Any questions? You can find me at: ron.huizenga@idera.com @DataAviator

Editor's Notes

  • #3: Talk a bit about my manufacturing background, quality movement, six sigma. Business transformation initiatives.
  • #4: When discussing benefits, talk about productivity improvements and consistencies that are driven from a data modeling tool like ER/Studio.
  • #6: Extreme can sometimes be characterized as “anti-establishment” Use aircrew example for self organizing teams. Pose the question: how would it be if flight attendants and pilots decided to swap jobs randomly between or during flights? What about DR’s, nurses, technicians in an operating room? Does anyone on the webinar want to volunteer to be a passenger in scenario 1, or patient in scenario 2.
  • #9: Projected extension based on calculated burndown
  • #10: Not trying to tell all of you to become black belts. However, an objective framework that objectively measures results is required. Explain Six Sigma DMAIC
  • #13: Based upon the above, it appears that the Database & Persistence defects are the most important category to address, but only by a slight margin. However, the relative impact of fixing this type of error should also be considered.
  • #14: Wait a minute – not all defects have the same impact. How do we quantify that? This shows the weighting assigned to each category. We have extended our original chart to show this.
  • #15: When the weighting is applied, it is easy to see that the relative impact of the Database and Persistence defects is larger than the other 3 categories combined. Therefore, the focus of this project will be to address and minimize the database and persistence errors to as low a level as possible.
  • #17: May wish to remove slide to reduce complexity
  • #18: It is also important to understand the distribution of the defects across the 20 week measurement period. Each defect is based upon a table object or column object. Therefore, the object counts are a measure of each table and column created in the given week. As can be seen from the time series graph, the number of objects created in a given week is quite variable. This is because the database and persistence is only 1 area of development, as highlighted earlier. Once the persistence is mapped to the database objects, other types of programming and development occur. Thus, the number of defects was variable as well, but appeared to track at a level the same or slightly higher than the number of objects.
  • #19: In order to examine this more closely, the ratio of defects to objects was calculated for each week, as well as the point value of the defects, since this is the true measure of the effort required to correct the defects. If we look at those results below, it could lead to an assumption that every single object created had 1 or more defects. However, that is not necessarily the case. It does, however, indicate a major quality problem in general.
  • #20: Based upon results so far, it is evident that the development effort is delivering very poor quantity. However, we should also evaluate the defects against the possible occurrences of the defects (defect opportunities). This shows an improved result, with the defect level at 1077 out of 4090 opportunities (26.33%) for the 20 week period.
  • #22: It is obvious that it is necessary to analyze the cause of the defects that are occurring in order to get all the teams at an acceptable level of performance, or the delivery of the software solution will be in jeopardy
  • #23: The previous graphs show a lot of variability from week to week. Therefore, to see if there was any type of trend, an analysis of cumulative objects vs. defects was conducted in order to smooth the variability across the weeks. This clearly shows that the number of defects produced is at a higher level than the actual number of objects, but almost parallel.
  • #25: In order to properly evaluate the effectiveness of the new process, data sampling was continued from weeks 21 through 31 using the same measurement criteria. This section shows the results for the new process only. As can be seen below, a low number of objects were created in week 21, which was the first week in which the data architect was correcting the previous database and persistence defects in conjunction with the development teams. More significantly, it is the first of several times that there were 0 defects logged in a week. The lowest number in any week recorded previously was 28 (week 15). There is also a large spike in objects created during week 26, with 434 new objects but only 10 defects. Within the 11 week control period, 1083 objects were created. The previous 20 weeks produced only 957 objects. Again, the real significance lies in the defects: only 38 in the control period compared to 1077 in the first 20 week. This shows not only a tremendous improvement in productivity, but also a quantum leap in quality.
  • #27: Because of the different time period an values, the range of the scale is vastly different. To get a better indication of the impact of remediation efforts, we need to plot as a continuation of the previous timeline.
  • #33: Our target was to reduce the defect rate by 75%. We achieved an astounding 1972% when looking at the comparison of defect points/opportunity. We also gained a development productivity increase of 205%, which will allow the development team time to address the defect categories that were not targeted by this particular quality improvement initiative.
  • #35: Talk about manufacturing analogy for quality up front rather than “inspection”