technical evaluation criteria & field reports for cdi … zornes founder & chief research...
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Aaron ZornesFounder & Chief Research Officer
The CDI-MDM Institutewww.The-CDI-MDM-Institute.com a.k.a. www.tcdii.com
Technical Evaluation Criteria & Field Reports for CDI-MDM Solutions
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
How Many Analysts Does It Take To Change a Light Bulb?
Gartner analyst “We feel that a new bulb is necessary & that the bulb will be replaced (0.99 probability) — we have a new service that addresses that issue”
Forrester/Giga analyst“In 5 years, the new illumination technologies will replace what you currently have ... Wait”
Ovum/Aberdeen analyst“We’ll write about the old bulb for $25,000”
IDC analyst“There are 1,230,245 burnt-out bulbs in the world — for $2,500, we will tell you where they are ...”
Big Three consultant“It’s time to re-engineer the sun ...”
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
About the CDI-MDM Institute
Founded in 2004
Focused on CDI-MDM business drivers & technology challenges
CDI-MDM Advisory Council™of fifty G5000 IT organizations with unlimited advice to key individuals, e.g. CTOs, CIOs, data architects
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Budgets, success/failure rates, mindshare of 250+ major in-flight CDI-MDM projectsExamples: evaluation process for CDI SI, CDI ROI in Telco M&A, …
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“Independent, Authoritative, & Relevant”
About Aaron ZornesMost quoted industry analyst authority on topics of CDI & MDM
Founder & Chief Research Officer of the CDI-MDM InstituteConference chairman for DM Review’s CDI-MDM SUMMIT conference series
Founded & ran META Group’s largest research practice for 14 years M.S. in Management Information Systems from University of Arizona
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
CDI-MDM Institute Advisory Council
Advisor agrees to provide Institute’s consultants with advice & insight regarding the use of CDI-MDM software & related business processes at Advisor’s convenience Advisor agrees to participate in at least one fifteen (15) minute survey teleconference call every sixty (60) days Optionally, Advisor may respond to the bi-monthly survey request via email or Internet-based survey fulfillment Results of such CDI market research surveys shall be aggregated by the Institute & made available to all Advisory Council members In no case, shall any Advisor-specific survey information be made available to other parties unless Advisor has specifically agreed to the release of such information in writing
Fifty organizations who receive unlimited CDI-MDM advice to key individuals, e.g. CTOs, CIOs, & CDI project leads
Representative Members• 3M
• Bell Canada
• Caterpillar
• Citizens Communications
• COUNTRY Financials
• Educational Testing Services
• GE Healthcare
• Honeywell
• Intuit
• MCI
• McKesson
• Medtronic
• Microsoft
• Motorola
• National Australia Bank
• Nationwide Insurance
• Novartis
• Roche Labs
• Rogers Communications
• Scholastic
• Skura
• SunTrust
• Westpac
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Working Definitions
Data Governance (DG) Data Governance (DG)
Customer Data Integration (CDI)
Customer Data Integration (CDI)
Processes & technologies for recognizing a customer & its relationships at any touch-
point while aggregating, managing & harmonizing
accurate, up-to-date knowledge about that
customer to deliver it ‘just in time’ in an actionable form to
touch-points.
Formal orchestration of people, process, & technology to enable an organization to leverage data as an enterprise asset.
Master Data Management (MDM)
Master Data Management (MDM)
The authoritative, reliable foundation for data used
across many applications & constituencies with the goal
to provide a single view of the truth no matter where it lies.
CDI is mandatory first step for most organizations on journey to MDM
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Working Sub-Definitions
For most G5000 enterprises, multiple (often all) variants will be needed to make MDM initiatives successful
Analytical MDM Analytical MDM Definition, creation, & analysis of
master data; examples: counterparty risk mgmt apps &
financial reporting consolidation
Collaborative MDM Collaborative MDM Definition, creation, &
synchronization of master reference data via workflow & check-in / check-out services;
examples: PIM data hubs & AML
Operational MDM Operational MDM
Definition, creation, & synchronization of master data
required for transactional systems & delivered via SOA; examples: near R/T customer
hubs & securities masters
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Solidifying Requirements for 3rd Generation CDI-MDM Solutions
Multi-entity hub capabilities SOA/shared services architecture with evolution to “process hubs”Sophisticated hierarchy management High-performance identity managementData governance-ready framework
MASTER DATA
SEARCH
MASTER DATA
MODELING
MASTERDATA
APPLICATIONS
CDI-MDMMASTER
DATA PREPAR-
ATION
MASTERDATA
GOVERNANCE
MASTERDATA
MOVEMENT
Global 5000 enterprises’ “multi-hub” scenarios mandate architectural/infrastructure approach to CDI-MDM
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Master Data Management Applications
Data, process, & policy hubsCDI data hubs: Amdocs; DataFlux; IBM WCC; Initiate Systems; Nimaya; Oracle CDH; Oracle UCM; Purisma; Siperian; Teradata MDM; VisionWarePIM data hubs: Comergent Technologies; Extol; FullTilt Solutions; GXS; Hybris; i2 MDM; IBM WCC (formerly Trigo); Liaison Technologies; Oracle PIM Data Hub; Riversand; SAP NetWeaver MDM; TIBCO CIMFinancial integration data hubs: Hyperion Solutions MDM; MetaVante Hub; Teradata Integrated Risk MgmtLife sciences data hubs: Cegedim; Dendrite Others, e.g. citizen data hubs, privacy preference management hubs
Enterprise information management (EIM) frameworksAbove All (Composite Application Platform); Attunity; BusinessObjects (Data Integrator XI); Composite; Cordys; Data Foundations (OneData); DataLever; Denodo; Extraprise i2i Platform; Group/1 CDI Suite; Hewlett-Packard ZLE; Kalido; MetaMatrix; ObjectRiver MDM; TIBCO (Collaborative Information Manager)
Master reference data hubsAML reference masters ; Counterparty reference masters; Pricing masters; Security reference masters; Vendors: Cicada, Data Foundations; Fidelity Compliance Hub; GoldenSource; Human Inference Blacklist Watch; Oracle Universal Pricing Master, TIBCO CIM
Off-the-shelf apps & accelerator frameworks that employ various master data technologies to create & maintain an
integrated set of master data entities such as party (customer/supplier/vendor) & product
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Master Data Modeling/Data Governance
Data modelsVendors: GoldenSource Data Model; IBM Information Framework; Oracle Trading Community Architecture; Teradata LDMs; Universal Data Models
Metadata managementVendors: ASG Rochade; CA Platinum Repository; IBM Business Reference Directory; Sypherlink Harvester
MethodologyVendors: Deloitte/Informatica; IBM Data Governance Method1, TIBCO Accelerated Value Framework (AVF)
The various software tools used to model both reference & operational master data; the methodologies & lifecycle
tools to manage enterprise master data as an asset
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Master Data Preparation
Data profilingVendors: IBM WebSphere ProfileStage; Informatica Data Explorer (formerly Evoke); Netrics
Data cleansingVendors: Business Objects Data Integrator: Cleansing; Human Inference HIquality; IBM WebSphere Quality Stage (formerly Vality); Informatica Data Quality Workbench (formerly Similarity); Innovative Systems ; Netrics; Pitney Bowes/Group 1; Platon Address Doctor; Silver Creek Systems DataLens System; Sypherlink Learning Lexicon; Harte-Hanks Trillium Software
Identity Resolution/Identity Matching/Entity MatchingVendors: Acxiom AbiliTec; Austin Tetra; Dun & Bradstreet; Experian TruVue; Identity Systems; Nimaya IdentitySync; Purisma; Stratature +EDM; Initiate Systems Identity Hub; Netrics; Silver Creek Systems DataLens System
The various software & managed service provider solutions which enhance the quality & enrich the content of master data entities such as a “unified customer view”
or “unified physician view”
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Master Data Movement
Business process management (BPM) & rules enginesVendors: BEA AquaLogic Business Service Integration platform (formerly Fuego); Ilog; Fair Isaac Blaze; Experio; TIBCO Staffware Process Suite
Data federation/distributed query; enterprise application integration (EAI); enterprise information integration (EII); extract, transform, load (ETL); global data synchronization (GDS)
Vendors: Ab Initio; BEA AquaLogic; BusinessObjects Data Integrator; Composite Software; Cross Z Solutions; Data Mirror; Denodo; Exeros; GoldenGate Software; IBM WebSphere DataStage (formerly Prism); IBM WebSphere Information Integrator; Informatica PowerCenter; Information Builders; Initiate Systems Data Federation; Ipedo; MetaMatrix; Oracle WarehouseBuilder/Sunopsis; Pervasive Data Junction; SAS Warehouse Studio; Software AG (Enterprise Information Integrator); Sun SeeBeyond ICAN Suite; Sybase Data Integration Suite; Sypherlink; TIBCO BusinessWorks (EAI), TIBCO DataExchange (ETL) , TIBCO CIM (GDS); webMethods
The various middleware technologies used to perform the amalgamation of master data via aggregation,
propagation, replication, & synchronization technologies
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MASTER DATA SEARCH
Vendors:Attensity; ClearForest; BrightPlanet Deep Query Manager; Convera Technologies RetrievalWare; Endeca(Information Access Platform); IBM WebSphere Information Integration Search (Venetica); Insightful Corp. InFact; Inxight Software SmartDiscovery Analysis Server
Exploratory search & search engines incorporating both structured & unstructured information for a variety of applications such as catalog management, deep web
search & enterprise search
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“Top 10” CDI Evaluation Criteria
1. Customer data model2. Business services3. Identity management4. Data management5. Architecture6. Infrastructure7. Connectivity 8. Analytics9. Developer productivity10.Vendor integrity
Infrastructure fracas will escalate as mega app vendors rush to dominate business services/processes & data models as high ground
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
#1 Criteria = Customer Data Model
Multi-party model to support complex roles & relationships
Demographic profile (name, address, phone number, marital status, etc.)Roles & relationships between parties (including companyhierarchies)Additional related entities (entitlements, products, preferences)Data heritage, change history & survivorshipRegulatory & privacy rules
Industry-specific (vertical) extensionsAbility to import industry standard or custom-built data models – e.g., IBM IAA, OASIS CIQ, Siebel CIF, Hogan CIS
Depth & breadth of data model – plus ability to adapt statically & on-the-fly – provide a solid CDI foundation
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
#2 Criteria = Business Services
External workflow engine & web services transaction support – e.g., business process management (BPM)
Rules engineEnd-to-end support with operational applicationsBusiness semantic-driven horizontal customer processes – e.g. add party, change address, retire customers
“Best practice” templates for both horizontal & vertical customer – e.g., related processes
Compatibility with existing infrastructure investments – e.g., Tibco, MQ-Series, etc.Standards – e.g., OMG’s Model-Driven Architecture (MDA), WS-Coordination, WS-Transaction, & BPEL
Functionality & extensibility of business services are critical evaluation criteria for CDI solutions – longer term “process hubs” are the goal
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
#3 Criteria = Identity Management
Very high performance matching/aggregation/searchAbility to generate or incorporate “universal” master keysCross-reference management – e.g., 1:M support, enforcement of cross-referencing
Support for all identity types – e.g., individual, household, organization
Change detection and event mgmt – e.g., propagation & validation, in-doubt resolution
Support for privacy regulations – e.g., SB-168 (remediation of SSN off of any public document
Non-obvious/intrusive entity resolution
Smart matching plus effective human intervention –& automated actions – yield better identity management
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#4 Criteria = Data Management
Consolidation & survivorship rules (intelligent merge/unmerge)Application- & role-level authorizationEnd-to-end data mgmt processes to enforce data qualityData cleansing
Address cleansing & standardizationPre-built integration to leading DQ toolsClosed loop-DQData profiling
Central enforcement & tracking of DQ Integration with Web-enabled aggregator dataComplex, long running transactionSupport for multiple master data types – e.g., reference, transactionsComprehensive set of customer attributes for complete profileHistory & audit trails
Goal is to create end-to-end data mgmt processes that may be invoked by other major customer facing subsystems in addition to CRM package
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
#5 Criteria = Architecture
Multi-modality architecturesVirtual/registryPersistenceConfederation
Multi-modal securityProfile access controlIntegration with security of DB, CRM & ERP Role-based user rights mgmt
Compliance with regulatory mandates
Given the generational evolution of CDI styles, it is vital to select a CDI solution specifically tuned
for a given set of long term CDI requirements
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
#6 Criteria = Infrastructure
Scalability – e.g., in-memory or cache DBs; just-in-time aggregation Manageability - e.g., system management & monitoring tools Accessibility – e.g., ability to service wide-range of performance levels Availability – e.g., resilience to various failure situations such as hardware & network outages; continuous data maintenance/ synchronization
As “single point of failure” asset, CDI internal infrastructure has all the requirements of mission-critical applications
& must be evaluated so
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#7 Criteria = Connectivity
Rigorous multi-model support for all integration modesReal-time
Tightly-coupled (COM, Java, CORBA)Loosely-coupled (IBM MQ Series, XML/HTTP, integration servers)
Near real-timeLoosely-coupled (IBM MQ AMI, XML/HTTP, integration servers)
BatchEDI, RosettaNet
Pre-packaged integration processes & templatesIntelligent routing – e.g., alerts, content-based routing & pub-sub
CDI solutions should provide rigorous multi-model support for all usage/integration modes
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
#8 Criteria = Analytics
Customer segmentation & targeting for cross-sell & up-sell In-line analytics for closed-loop marketingData profiling to manage “degree of trust” associated with given master customer data source (e.g., completeness, uniqueness, accuracy, & lineage)
No longer are batch-oriented data marts or data warehouses sufficient to provide fundamental analytics necessary to drive customer profitability &
value assessments (to enable JIT & differentiated service)
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
#9 Criteria = Developer Productivity
Life-cycle approachSystems management tools
Change managementSoftware distributionTesting
CMM complianceMethodology
CDI ultimate goal is user-driven rules management, yet IT professionals (data stewards, et al) must set up & fine-tune this mission-critical
infrastructure
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
#10 Criteria = Vendor Integrity
References vs. proof-of-conceptsProfessional services – work done by IT vendor to assist in the delivery of solution via methodology, process, skills transfer, etc.
QualityBreadthCustomization
Corporate agility – Ability to respond, change direction, etc. in Responsiveness/Development Processes/FlexibilityPersonnel – Mix of skills, expertise, experience, etc.
Leadership/available skillsExpertise/intellectual property
Financials – Combo of financial resources, liquidity, etc.Access to capitalProfitabilityGrowth rate
CDI solutions have all the requirements of mission-critical applications –vendors must be evaluated so
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Competitive Field Reports**
D&B Integration Mgr
DataFlux
Data Foundations OneData
Hyperion MDM
i2 MDM
IBM WebSphere Customer Center
Initiate Systems
Kalido MDM
Oracle Customer Data Hub
Oracle Universal Customer Master
Purisma Data Hub
SAP NetWeaver MDM
Siperian MDM Hub
Teradata MDM
** Persisted customer data hubs with minimum 5 installs
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Field Report: D&B Integration Manager
StrengthsOperational & Analytical MDM Hub-extensible registry stylePure CDI solutions – esp. mktg departments
Best-in-class matching for business ID – e.g. match engine with B2B emphasis
Reference-based matchingB2B hierarchy acceleratorHosting services available~$100M aggregate revenue within $1.7B DSP References – Cisco, EMC, Microsoft Live, Oracle, Sun Microsystems, …
WeaknessesActive hierarchy mgmtLack of strong SI channelLack of vertical strategy2nd tier CDI-MDM vendor alliances evolvingUnder invested in marketingStruggles to perform as S/W vendorPerformance / scaling
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Field Report: DataFlux
WeaknessesHigh-end proof pointMinimal CDI-MDM referencesLack of SI channelsLack of BPM/workflow for “policy hubs”
StrengthsIntegrated DQMulti-entity data modelSOAModest data governanceSAS “deep pockets”SAS channelMidmarket references –American Heart Association, Aspect, Intrawest, StorageTek,
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Field Report: Data Foundations OneData
StrengthsFull lifecycle with DG frameworkIntegrated customer, product & vendor master data Data model flexibilityFull SOAFocus on MDM & reference dataSophisticated hierarchy mgmt – relationship charts, rules mgmtPrice
WeaknessesPrimarily a tool kitLack of strong SI channelUnder invested in marketingLack of CDI references
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Field Report: Hyperion MDM
StrengthsAnalytical MDMMature product (due to Razza acquisition)Hierarchy mgmt for reporting, performance mgmt, DW, …Robust business rules engine Intuitive change mgmt suitable for business usersStrength in financialsIntegration with HYSL corporate performance mgmt apps & othersHYSL sales force as channel
WeaknessesLack of CDI referencesUncertain MDM future due to pending M&A by ORCL & subsequent fallout with SAP
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Field Report: i2 Master Data Management
StrengthsFull lifecycleIntegrated enterprise MDM – customer, product & vendorFull SOA incl reference workflowsRetail, mfg, PIM & vendor mgmt expertiseData model flexibilityFocus on MDM (10+ years & over 1K implementations experience in data models, data semantics & data mgmt)Separate division for Marketing & Sales MDM
WeaknessesLack of strong SI channelUnder investment in marketing = name recognition & market awareness issuesLack of CDI references
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Field Report: IBM WebSphere Customer Center
WeaknessesData governance strategy maturingBPM/EAI strategy is maturing for process hubsRegistry strategy still maturing“Forced fit” with WebSphere family (Product Center, Information Server)
StrengthsMDM for analytical & operationalSOA architecture provides for hub swap-outIndustry model expertiseMomentum – AT&T, BankAmerica, Barclays, Canadian Tire, CWI (Holland Workers Compensation), Irish Life, De Lage Landen/RABO, Mastercard, Norwich Union Life, Post Finance, …
High-end production sites –BCE, Citi, MetLife, …
IBM GBS channel + TCS & Wipro
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Field Report: Initiate Systems Identity Hub
WeaknessesData governance strategy missing including high performance rules engine & process hub
Persistence strategy still ramping up
SI channel ramping up –ANC, BE, IBM
Lack of integrated DQ
StrengthsFast time-to-value
Real-time probabilistic match scalability
Public references –Countrywide, Intuit, Microsoft, UPMC, …
Healthcare, hospitality & retail pharmacy expertise
50% growth in customer base
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Field Report:Kalido MDM
StrengthsAnalytical MDM reporting Customer, product, financial, supplier, employee, KPI, etc. References – BP, Nationwide, Labatt, Owens Corning, Shell, …
Process flows for complex data governanceFocus on MDM for analytics & corporate performance mgmtMDM methodology & workflow engineTime variance support for change mgmt
WeaknessesNot focused on operational MDMLack of strong SI channelUnder invested in marketingEnterprise DW positioning vs. early MDM proponentPerformance / scaling (resolved in MDM 8R3?)
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Field Report: Oracle Customer Data Hub
WeaknessesHigh-end referencesFair-to-meek customer recognition capabilityBest fit is mid-market & B2B Lack of industry-specific data models
StrengthsStrong enterprise MDM visionMid-market references –BBC-TV, Church Pension Group, IHOP, Master Lock, Network Appliance, The CIT Group, …
High-tech mfg expertiseTrading community architectureGlobal ID generation, mgmt & x-refIntegrated DQ & analyticsFuture integration with Oracle DB
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Field Report: Oracle-Siebel Universal Customer Master
WeaknessesData governance strategy just evolving – at tactical data stewardship levelShifting roadmap for future integration of hubs, & also with appsIntelligent batch load scaling issues**
StrengthsStrong enterprise MDM visionFirst to mkt with process hub (Privacy Management Policy Hub)Momentum & expertise in telco & retail bankingHigh-end production sites –Endesa, Home Depot, UMB Bank, TFS, …
Integrated DQ & analyticsStrong SI channelFuture Oracle DB integration **Resolved by Oracle Data Integrator (a.k.a. Sunopsys)
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Field Report: Purisma Data Hub
WeaknessesLack of strong SI channelUnder invested in marketingScarce references
StrengthsB2B, B2C, & B2B2C hierarchy management
Global ID capability
Appliance model
Data governance accelerator
Strong partnerships with D&B & Business Objects
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Field Report: SAP NetWeaver Master Data Management
WeaknessesOperational MDM lacking
M/W only for transport Batch-like SAP XI required for data movement
“Customer” data type still maturing
No party-based data model ... “business partner” ≠customerMDM 5.5 sp4 data model does not support party conceptOnly simple 2 layer hierarchiesMatching works but no AUTOMERGE
StrengthsAnalytical MDM reporting
Quantity of MDM references – Adidas, Intel, Nortel, Whirlpool, …
Supply chain expertise
PIM focus – product
information management
Image management (catalog publishing)
SAP underpinnings for change mgmt
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Field Report: Siperian MDM Hub
StrengthsField-tested multi-entity support– Products/Customers– B2B/B2C/B2B2C– Employee/Contractor/Clinical Protocol/Product
Multiple implementation architecturesFederated architecture + high-speed match & linkStrong partnership with Identity Systems Pharma & financial services expertise/momentum
WeaknessesEntity lifecycle mgmt –esp. data governanceSI & data service provider partnerships still maturingUnder invested in marketingPerceived as “pharma-centric”
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Field Report: Teradata Master Data Management
StrengthsAnalytical + Operational MDM Full lifecycle & process flows for multi-entity support Proven data models with industry expertise – Banking, Insurance, Retail, Telco, Travel & Transportation
Consolidated platform for EDW & MDM as unified/single repository of enterprise master data = lower TCO Integrated risk management
WeaknessesMissing formal CDI solutionOperational data governance strategy evolvingMinimal references given it is a new solution
© 2007 The CDI-MDM Institute The-CDI-MDM-Institute.com
Bottom Line
Acknowledge that no single vendor “does it all well”
Analytical vs. Operational vs. Collaborative MDMB2B vs. B2C vs. B2B2CBatch vs. real-time
Recognize that industry expertise matters Test drive matching & consulting expertiseApply data stewardship tools for business users for long-term data sustainability
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