8:30 PDT: Confrerence convenes, opening keynote from conference chair Aaron Zornes
Compliance, single customer iew (Know your Customer/supplier, etc.) are "universal drivers." Customers have stopped calling for multiple domain MDM and now assume it is baked in. Large enterprises have moved past CDI and PIM to address reference master data. (Large vendors are capitulating to package/bundle RDM).
"Party" MDM providers under pressure to manage "thing" (supplier location, etc. and vice versa). Pim vendors are challenged to be good at party data.
Also, "big data" seems incresingly a part of the discussion/landscape of master data.
Zornes says application providers will increasingly package MDM "innately" in application software across a variety of categories. Low cost departmental MDM will also begin to arrive from select large vendors.
Master data governance market is nascent but emergine, stand by as IBM, SAP, Oracle, Informatica deliver tools/applications, choices will have to be made.
9:15: Zornes continues "Social MDM" is a challenging overheated term that is hard to discuss. But, prototype systems exist that cull D&B info, Facebook etc. Near term, cloud based services will be more prevalent than commercial products.
On IT selling MDM internally: "Promote MDM as an essential business strategy with deliverables used repeatedly." "Position MDM as enabler of key business activities"
Bottom Line: Ivest for long term sustainability.
9:30: Rob Harris, Customer Data Strategist at Dell talking about data management transformation.
Identified core capabilities
Identify the customer data; Relate the customer data; Govern the customer data -- Build customer master data management into the fabric of business, not just a project.
Created a customer reference architecture based on capabilities, added to roadmap and ensured channels of communication with stakeholders.
Customer data governance was stood up in advance of any customer data MDM programs. "Isn't this just more work" a typical reply, so targeted business benefits were identified to sell the program. Direct benefits of data governance must be continuously and clearly conveyed. The concept of centralized data governance is still maturing. "It's going to be a long road," so have a targeted approach.
10:00: Alex Bentley, principal product mgr. at IBM:
Look at data governance across three lanes:
- Policy administration: how are policies created, approved, distributed
- Monitoring: How do we know policies are adopted, enforced
- Enforcement: Model agile remediation, collaborative remediation of policy violations.
On social media, big data and MDM: "When we think of big data and MDM, the two will have to work together. Take the information you have internally, seed the processes that look at social media streams and use that to extract the information. It is better because you already know what you are looking for."
11:45 Keynote: Kalyan Vishwanathan, global practice head, Tata Consulting Services on "Enterprise Information Fusion."
"The customer is much more than a buyer, he is an innovaor and influencer with many nonlnear relationships." There is a new network of relationships beyond attributes like name, address and other things we are used to. This has new meaning in the age of social media and it impacts all elements of the enterpeise from customer acquisition to retention to brand.
A new challenge is to understand 50 billion web pages. Response is fragmented, some dealing with social, others mobile, different parts of the enterprise interacting with partner portals. Need is to move to unified vision, "from big data to big insights" to quote IBM.
Big data stands to recast business intelligence, MDM and data warehousing. New capabilitries in social intelligence, process of generating knowledge from noise, techologies need a variety of capabilities: to listen, to filter, to fuse info sources structured and not.
This will create a quantum shift toward analytics across devices and unified customer engagement, new kid of connected marketing, one to one marketing over the Web.
Need to store, merge, analyze structured and unstructured data, connect at levels of predicted reliability. Tata calls Enterprise Information Fusion. Includes machine learning, not just listen & learn, but reason. Executing in Web scale is possible in an infrastructure cloud connected to enterprise data including master data systems. "Master data is absolutely essential to playing this new game of big data analytics."
Rajan Chandras, Delivery Lead, Data Strategy and Management at Horizon Blue Cross Blue Shield of New Jersey
The vision at Horizon is for centralized master data.
To avoid situations like Rajan has heard "We've been doing fine without MDM all these years, why do we need it now?" Rajan suggests to look at existing business problems and determine how MDM can help. The more visible the technology is to the business users, the easier the business case. The lower in the technology stack, the more difficult.
One of the things Rajan believes Horizon has done well is the collaboration betwen MDM and data governance. "There's so much more to data governance than just MDM, though MDM is a critical piece."
Also, Rajan highly recommends doing a pilot. It required time and money, but it was "one of the smart things we did."
Other success factors: staff for success. "If you don't have the right people, you're hosed." If you put good, passionate people in a room, "there will be a lot of noise" but the result will be good. Also, never leave the soap box, and provide clear vision for the future.
3:30 Laura Duvall Department of Homeland Security on data governance. On jumpstarting data governance across multiple unconnected agencies. Her message is about organization and simplicity.