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1© Copyright 2009 EMC Corporation. All rights reserved.

Leverage your Existing MDM Investments to Achieve Realization of Business Value and Information Transparency

Christopher BlottoManaging Partner –Information Management and Analytics

August 25, 2009


Learning Objectives

Understand what really gets managements attention: Acceleration, Cost Management, and Risk Mitigation. Essentially do more with less.

Understand business drivers and how technology best meets those objectives

Articulate the value proposition and differentiators in how yourorganization manages and leverages its information

Understand how to bring unique differentiation to drive better analytical insight to competitive situations

Think differently about how you tackle your companies Information Management challenges

The desired outcome from today's session is to provide a fresh perspective on how to deliver maximum corporate value to your Information Management and Analytics solutions so that you will be able to:


How many of you by a show of hands…

are engaged in an active MDM program?are engaged in an active Data Governance program?

are engaged in an active Data Stewardship program?

feel that your programs are successful and delivering true business value?

are synchronizing your data across systems and processes?

have an enterprise metadata repository and a business ontology?


Common Trends and Opportunities

> Growth through acquisition

> Expansion of product lines

> More sophisticated products and services

> Shorter product lifecycles

> Competition, innovation and changing client demands

> Brand and Channel integration

> Disparate legacyinformation systems

> Continuous change in GRC Policies

Cost reduction through efficiency

Integrated customer insight and service across

brands

Faster introduction of new products and services into

the marketplace

More Efficient Operational Risk Mitigation

Resulting Benefits

> Brand and Channel integration

> Increase transaction processing while reducing unit costs

Trends Observed Strategic Opportunities

> Accurate enterprise-level view ofthe customer

> Cross-sell, Up-sell

> Brand and Channel integration and information reuse

> Reduce time to market for requirements/content development/product launch cycle

> Market segmentation and opportunity analysis

> Personalization to psychographic profile

> Accelerating accurate and transparent visibility into relationships, privacy and recordkeeping


The Information Management Challenge

Sales and Marketing Operations

Customer Relationship Management

Reference Data Management

Employee Management

Finance Operations

FragmentedDuplicated

Inconsistent

Incomplete

External Information Providers

Drive Towards Single 360° View of Enterprise Data

– Operate against a “single view” of key enterprise data (i.e. Customer, Product, etc.)

– Improve the ownership and management of information assets

Data Fragmentation / Migration– Enhance the value of information by linking

across multiple systems– Provide data synchronization between

systems– Migrate/consolidate data from legacy systems

to new target systems

Increase Data Effectiveness / Leverage Information as an Asset

– Identify and manage data change management and quality issues

– Improve data quality through cleansing and enrichment

– Improve data effectiveness and reduce operational costs

Increased Analytical Insight– Enable a better understanding of your

business by tapping into existing information assets

– Apply improved data insight to your business processes and decisions

MasterContent

(unstructured)

MasterData

(structured)


Data Structuredness ContinuumMore Less

Tacitexpectation

of…

Move /Transform

GovernProcess Leverage: cleanse, lookup, augment

Move /Transform

Govern Data

Leverage Value From

AskQuestions

Requires to be in place…

Govern Docs & Pubs

Data Value Assurance

Data Disciplines are Inter-related


Enterprise InformationManagement Framework


Information Management Strategies and Capabilities

Bringing competency and excellence in Information Management into an organization requires comprehensive planning and well-considered,

tailored strategies

Busi

ness

Tech

nolo

gy

SU

PP

OR

TS

LE

VE

RA

GE

S

• Guarantees data availability where and when it is required

• Movement and transformation of enterprise information

• Interconnectivity of IT portfolio• Standardized formats and

service interfaces – SOA

Data Integration

• Identification and deduplication of shared master data

• Cross-referencing and disambiguation

• Hierarchy management• Data governance framework and

stewardship processes

Master Data Management

• Unstructured data storage and management

• Workflow-based publishing & versioning services

• Tie-in to enterprise portal and user identity / security strategies

Content Management

• Framework and organization to ensure management of data as a strategic corporate asset

• Data stewardship• Policies and procedures;

monitoring and measuring

Data Governance

• Data warehouse methodology –envisioning to deployment

• Business use-case- or function-specific datamarts / reporting solutions

• Moving with agility fromreactive to predictive capability

BusinessIntelligence

• Assurance that trustworthy data is accesible at time of demand

• Standardization and cleansing• Business data rule enforcement• Stale data refresh• Augmentation from external

sources

InformationQuality


EIM Capabilities –Common Components and Services

EIM common capabilities can be delivered within a Shared Services Organization (SSO) structure to enable information management toalign with business needs and support their execution

Data ArchitectureData ArchitectureData ArchitectureStructured Data Unstructured Data

Service ExcellenceService ExcellenceService Excellence

Data GovernanceData GovernanceData Governance

Data Architecture serves as the foundation for all Information Management capabilities

Technical capabilities

manage specific aspects of data

acquisition, integration, analysis and

access

Governance and Service Excellence provide overall direction and alignment of technical

capabilities for the continued benefit of business needs


Information Infrastructure Marketplace

Open Model

Product Model


Business Problems

Large number of unreconciled Operational Data Stores in the Enterprise– What data is there, what is its’ source and its’ quality?– What is this store doing (what business is it servicing and to what end)?– What governance policies are in place?

Information Consolidation and Information Management– It’s impossible to rationalize into a single enterprise data model that everyone agrees!– The complexities of the data model force a large number of mediation tables:

How do business developers interact with the consolidated domain?Can we create specific views that simplify / segment the model?Given several “equivalent” entities, how do I rationalize which one to use?

– What do I tell the business who wants to “own their information”Does ownership translate to be in control of changes to it? or reads against it?

– Application consolidation of structured and unstructured information

What is the translation of my SOA mandate to information contracts?– Is there a way to understand where a change to a data model impacts a service

contract?– How do I consistently bring together information to fulfill a request – CRUD


What is SIM?

Channel

Information

Service

Partner

Product

Customer

SIM is the discipline of managing and integrating enterprise data based on the principle of capture data’s formal business meaning

Understanding the business semantics can ensure the business meaning of data is universally understood and the data may be found, used & aggregated without

prior knowledge of its format


Enterprise Metadata Management Needs

Federated Data across heterogeneous sources– Extend transactional system boundaries to Service Architecture

Orchestrated Data Operations– Ensure transactionality across system boundaries

Common Policy Compliance– Share data securely across participants based on RBAC

Enterprise Data Mastering– Consistent data models and transforms to dynamically populate and maintain

“materialized views” for purpose

Real-Time data consistency– Ability to effect changes on data sources and to have changes propagate in a

deterministic fashion to materialized views

Federated Data across heterogeneous sources– Extend transactional system boundaries to Service Architecture

Orchestrated Data Operations– Ensure transactionality across system boundaries

Common Policy Compliance– Share data securely across participants based on RBAC

Enterprise Data Mastering– Consistent data models and transforms to dynamically populate and maintain

“materialized views” for purpose

Real-Time data consistency– Ability to effect changes on data sources and to have changes propagate in a

deterministic fashion to materialized views

SOA Information Integration allows for Loosely-coupled intermediation, federation, transformation, and mastering of data


What’s solved?

There are many Data Service providers which integrate multi-modal data for more consistent developer access

There are even some that maintain transactional consistency, but it’s pessimistic Transaction Management styled and lock-constrained

II-TS focused on:– Model Mastering (bootstrap and then txn management)

How do I get into a federated domainHow do I participateHow do I re-sync on disconnectHow do I reconcile a participants model change (version the federate and version the federation)

– Federation contexts… what are the local and federation contexts that are critical to declared cooperative models

– Multi-master synchronization (active-active) reconciliation in Structured domainsChange data propagation, change mastering and synchronization

– Contextual annotations on a Canonical Model for improved information governance

– Auditability of federated information changes as an extension to SOA Governance


II-TS… The HOW

Change Data Messages are sent out by Change Data Source systems;these changes can be mastered by systems that act as Mastering Services; mastered changes to entities that result from these Change Data Messages are sent out to interested parties as Change Entity Messages

Messages sent across the ESB are all kept in a Canonical form– The form for a message may be domain-specific, but for a given domain a common

canonical form is chosen so that services can remain loosely coupled and messages can be routed dynamically to various service endpoints

– At the “edges” of the ESB, messages are transformed to a Local (or application-specific) form for services that do not understand the Canonical form used on the ESB

– Currently, an adapter pattern is used to manage this process

Multi-part messages used extensively– To track the message’s history– To provide the ability to maintain information that may not survive the transformation

to a canonical form accessible (by keeping a record of the original message in its local form as one part of the message being sent across the ESB)


The Semantic Information Management Model

EnterpriseInformationOntology

EnterpriseData

Model

StructuredInformation

EnterpriseContentModel

UnstructuredInformation

EnterpriseMessaging

Model

InformationTransactions

CustomerProducts

StructuredUnstructured

TableKeys and Cores

DocumentSearch

Relationships File

Process

Contracts

In the SIM model, all information domains defer meaning (a conceptual model) to a single Enterprise Information OntologyEach domain maps its domain specific structures (e.g. customer table, customer document, modify customer transaction) onto a single concept modelSIM was designed for the Internet, so it is federated by design. A single monolithic data model is not required. Only the mappings and respect of the semantic model contracts are required.

During requirements, a coherent conversation is possible about business requirements and rules.During design the EIO supports the rationalization and analysis of servicesDuring implementation the EIO can be leveraged for automated adaptor interface generation (through a canonical model)At Runtime, dynamic transformation leveraging the EIO can avoid the hard coding of adaptors


Information Mastering Front-side to Information Provisioning

Enterprise Service Bus

Data Interoperability


xCelerated Compositional PlatformxCelerated Compositional Platform

Base Architectural Pattern

Information Service BusInformation Service BusProtocol / Message Adapters

Protocol / Message Adapters

InformationTransformation

Svcs

InformationTransformation

Svcs


Svcs


Svcs

Information Policy /

Governance Svcs

Information Policy /

Governance Svcs

Information Analytic

Svcs

Information Analytic

Svcs

Enterprise Service Bus Enterprise Service Bus

Core Infrastructure (Virtual Infrastructure)Core Infrastructure (Virtual Infrastructure)Integrated

Management Infrastructure

Integrated Management Infrastructure

Security Infrastructure

Security Infrastructure

Storage Infrastructure

Storage Infrastructure

ComputeInfrastructure

ComputeInfrastructure

NetworkInfrastructure

NetworkInfrastructure

Service Lifecycle

Management

Service Lifecycle

Management

Svc. Provisioning

and Activation

Svc. Provisioning

and Activation

Service Orchestration

Service Orchestration

Service Clustering and Management

Service Clustering and Management

Developer Services

Developer Services

Business Process

Management

Business Process

Management


Business Values

Decreased “Time to Value”– Improved correctness & completeness of data– More contemporary updates (shorten the “batch window”)

Reduced “Time to Feature”– Support versioned changes to both interfaces AND Data Models through integrated impact analysis

Increased Agility and Decreased “Time to Market”– Ability to rapidly deploy scalable “Views for Purpose”

Improved Governance & Compliance– Solve for CONTEXT of use, and consistent policy execution / compliance event propagation

Gartner’s latest hype cycle for Master Data Management states:By 2012, master data management (MDM) will lead to a 60% reduction in costs associated with the elimination of redundant master data.Through 2012, 70% of SOA projects in complex, heterogeneous environments will fail to yield expected business benefits unless MDM is included.Through 2012, due to the lack of a sufficiently business-oriented approach, appropriate governance and an accompanying metrics structure, 60% of MDM programs will be regarded as failures

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