asug 5 stepscustomermasterdatainteg

ATUL PATANKAR [ ASUG INSTALLATION MEMBER

MEMBER SINCE: 2000

LINDA WILSON [ ASUG INSTALLATION MEMBER

MEMBER SINCE: 1999

JUERGEN LINDNER [ SAP POINT OF CONTACT

MEMBER SINCE: 1998

[

] 5 Steps to Customer

Master Data Integration

[ October 28, 2011/

Mary Levins, CIBA VISION

Sofia Menchaca, Experian QAS

[

Real Experience. Real Advantage.

Agenda – 5 Steps to Customer Data Integration

Overview - CIBA VISION/ Alcon/ Novartis Merge

Overview - Experian QAS

The Business Problem

The 5 Steps – Challenge, Purpose and Approach

Step 1 – Extract

Step 2 – Standardize

Step 3 – Match

Step 4 – Group

Step 5 – Maintain

Technology as a solution

Lessons Learned

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Silicone Hydrogel Material Technology

Lightstream Process Technology

Lens Wetting Technology

Global Leader in Contact Lenses and Lens Care Products

#2 Weekly / Monthly Contact Lens

#2 Disposable Contact Lens

#1 Multi-Purpose Solution

#1 Peroxide Solution

Continued Innovation:

Leveraging Core

Competencies

[


Novartis is a world-leading healthcare company

Leading market position

One of 25 largest companies by market capitalization

Among most respected companies globally

| Novartis company presentation | March 2011 | Business use only

2010 USD billion

Net sales: 50.6

Net income: 10.0

R&D investment: 8.1

Canada/

Latin America

US

Europe

Asia/Africa/

Australasia

Sales by region – 2010 Key figures

Alcon, Inc.1

1 Regional data for Alcon, Inc. not available

[


We believe our portfolio best meets the varied and often complex needs of patients and societies

| Novartis company presentation | March 2011 | Business use only

Environment Patient needs Novartis portfolio

Pharmaceuticals

Vaccines and

Diagnostics

Sandoz (Generics)

Full range of healthcare

options

Innovative medicines

Prevention

Affordable options

Self-care

Alcon

(Eye care)

Consumer Health (OTC and Animal Health)

[


The New Alcon: World Leader in Eye Care

Surgical Pharmaceutical Vision Care

Most complete line of

ophthalmic surgical

products • Cataract

• Vitreoretinal

• Refractive

Products for chronic

and acute diseases of

the eye • Glaucoma

• Allergy

• Anti-infective / Anti-

inflammatory

• Dry eye

Alcon Multi-purpose

disinfecting solutions

Novartis Ophthalmic

portfolio

CIBA VISION portfolio

of contact lenses and

lens care products • Silicone hydrogel

• Daily disposable

• Color

• Hydrogen peroxide

= $3.2 bn = $3.5 bn = $2.7 bn

2010 pro-forma sales

[


About Experian QAS

Contact data verification,

standardization, & enrichment

tools

Division of Experian Marketing

Services

11,000 global clients / 2,000

clients in North America

Thought leader in contact data

quality

Best practice contact data

quality standards

7

Enter our raffle contest!

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Strategic Goals are Supported by Data

Success is driven by the level of data quality collected,

stored, and managed on a daily basis

Optimize CRM/ERP experience

Create a singular customer view

Biggest challenges:

Not physical asset

Identifying and consolidating across the right channels

8

New Business

Sales

Customer

Retention

Cost

Reductions

Compliance Satisfaction Productivity

[


Definitions: What is Master Data and Customer Data Integration?

Customer Master Data

Finance/ Credit

CRM

BI/ Reporting

ERP (Transactions)

Marketing

Web Services

Master Data:

Data that is a critical company

asset used by multiple businesses,

functions, and users across one or

many systems.

Customer Data Integration:

Wikipedia definition: “customer

data integration (CDI) combines

the technology, processes and

services needed to set up and

maintain an accurate, timely,

complete and comprehensive

representation of a customer

across multiple channels, business-

lines, and enterprises — typically

from multiple sources of associated

data in multiple application systems

and databases”.

Single version of the Truth

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Primary Business Driver to Integrate Master Data

A single view of the

customer was

needed to support

1. New CRM/Sales

Force Realignment

2. Supply Chain and

Distribution Changes

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Novartis

- Pharma Ophtha

CIBA VISION

- Ophthalmologists, Optometrist,

Opticians; Retail stores, other

Alcon – Surgeons,

Ophthalmologists, Optometrist, Opticians,

Retail Stores, other

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Challenge: Create a Single View of the Customer

Sold-to Party:

Dr. Joe Brown

• Address

• Partner Functions

• Banking Data

Customer Master

Address Banking Data

Partner Functions

CIBA VISION

SAP

Customer (Front Office)

“F” Accounts

Commercial (Back Office)

JDE Accounts

Sales Calls

Sales Objectives

Sales Sample Drops

CTI Screen Pops

CS SRs


JDE Accounts

CPaks ($$)


JDE Accounts

IOLs ($$)


JDE Accounts

Equipment ($$)


JDE Accounts

Shipments

TS SRs

TS Service

Agreements

CARS Contracts

Customer-to-Commercial

Account Affiliations

CRM (Siebel)

ERP (JDE)

Business Value: Minimize customer impact by ensuring customer data

is available to support integrated business functions.

Alcon

[


The 5 Steps to Customer Data Integration

Step 1: Extract

Step 2: Standardize

Step 3: Match

Step 4: Group

Step 5: Maintain

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Step 1 – Extract Data

Challenge: What data needs to be integrated?

Purpose: Identify data to be integrated

Approach: Identify all Source Systems

Understand Data Model across source systems

Data Attributes

System of Record

Define Criteria

Account type

Partner Function (Bill to/ ship to)

Definition of „Active‟

Complete Data Profile and Measures

Manage Extract Date

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“Devil is in the details”

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Step 2 - Standardize

Challenge: How do we ensure we keep the right record?

Purpose: To support the matching process

Approach:

Identify a common industry reference

Standardize address data in extract file against the same

source

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“Data is dirtier than you think”

[


Step 3 - Match

Challenge: How do we get to a single customer record?

Purpose: De-duplicate

Approach:

Initial Match

Standardized records

Source to Target

Detailed Match

Custom Tool for Business to compare initial matches

Define more detailed business rules (“Survivorship”)

Automated Match

Using verified business rules

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“Survivorship”

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Step 4 - Group

Challenge: How do we support the business integration

needs first?

Purpose: Categorize the work to prioritize

Approach:

Define Categories

High Match

Low Match

No Match

Define Action for each category

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“Get Quick wins”

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Step 5 - Maintain

Challenge: How do we ensure customer master data

administration across multiple systems

Purpose: Minimize the risk while on separate ERP systems

Approach:

Define a new system of record moving forward

Define an on going maintenance process

New customer accounts

Changes to existing customers

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“Centralize Data Administration”

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How do we know if we are successful?

18

Wrong accounts

matched, not available,

data quality degrades,

duplicates created, CDA

process overwhelmed

Customers not called

on by Sales Rep

resulting in loss of

sales.

Can‟t meet customer

expectations and lose

customers and

business

Wrong customer

account or not

available, ship to wrong

customer.

High resource impact to

request new setup.

Worst

nightmare

Majority of customer

data available in Alcon

and stable. Volume of

new creates does not

overwhelm process.

Sales Reps are calling

on the right account.

Can meet customer

expectations.

Able to take orders and

ship in JDE or SAP.

As planned

100% fully integrated

No data quality issues.

Higher level of

customers called on;

increase in business;

no distractions

resolving data related

issues.

100% seamless and

transparent to the

customer.

Exceed customer

expectations.

Customers easily

identified

Best day

dream

Data Sales Force Customers Order

Processes

Impact

Scenario

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Customer Master Data Integration – High Level Process

Alcon CDA

Alcon CDA

Extract Files

Experian QAS Load Cross

Reference

CDA Tool Manual Verification

One to One match

Address

Standardization

and

Auto Match

Proposed Good

Matches (> 86%)

Proposed

Low Match

(50%<X<

87%)

Verify results

Maintain

Apply Rules to

improve

one to one

match

CIBA VISION

Yes

No Create as

New Alcon

Customer

IT - Alcon

One to One

Match?

IT – CIBA VISION

IT - Alcon

IT – CIBA VISION

IT – Alcon

Steps (high level)

1. Extract

2. Standardize

3. Match

4. Group

5. Maintain

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Where Experian QAS Fits

Data management needs to be a company-wide initiative

An address is more than a physical mailing location

Verification: accuracy

Standardization: duplicate identification

Enrichment: profiling & intelligence

IT needs to empower data users (and eliminate the

potential for human error)

20

Customer Spotlight: CIBA VISION

• 64% High Match

• 27% Low Match

• 9% No Match

% normalized

versus

% requiring rework

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Products & Services

Products

• Real-time verification

• Bulk processing - Lists & DBs

• De-duplication

Data Verification

• Addresses

• Email

• Phone numbers

• Demographics

Deployment & Services

• Integrations in mySAP and other enterprise applications

• On premise & On-demand (hosted web services)

• Bureau Services

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Experian QAS & SAP

Seamless integration into every version of SAP ERP &

CRM

12 year accredited software solution partner

SAP‟s only provider of real-time interactive functionality

Pre-packaged native integration

The ideal solution:

User-friendly

Interactive

Enforced

Available across all channels: back office, web, call center,

and EDI/IDOC

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The Journey of an Address

23

Confusion Lack of

knowledge

Metrics Customer

volume &

diversity

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Market Problems

Organizations have multiple data collection channels

Common errors :

Incomplete responses

Outdated information

Misspelled entries

Barriers to accurate data entry:

Knowledge of changes

Human error

Budget

98% say budget is wasted on contact data errors

The average % of budget wasted was 16-20%

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Current Strategies

82% currently have a data quality strategy

Data cleansing responsibilities lie within IT

Data quality efforts tend to be manual

Staff measurement

Manual review

Training

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Key Lessons Learned

Customer name and address are at the core of every

record

Defining “success” up-front ensures project is aligned with

business drivers

Focus on “quick wins” first

Full circle: Point of capture and Batch tools

High confidence in data quality and integrity unleashes

the potential of your SAP platform

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Questions?

Remember – visit us at the Experian QAS table following

this session. Learn more – and enter for a chance to win.

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Real Experience. Real Advantage. 28

] Thank you.