Master Data Management (MDM) 101 & Oracle Trading Community Architecture (TCA) 101 [2010 OAUG Collaborate]

1. Oracle Master Data Management (MDM) and Trading Community Architecture (TCA) 101 Session# 800 Mani Kumar Manda Rhapsody Technologies, Inc. OAUG Collaborate 2010, Las Vegas, Nevada Monday, April 19, 2010 ©2010 Rhapsody Technologies, Inc., All rights reserved. 1 “Mastering” Master Data Solutions

2. “Guiding Clients through the lesser known path” Learning Objectives Understand basic concepts about • Master Data and Master Data Management • 3600 view of a Customer • Oracle’s MDM foot print and CDH • Trading Community • Trading Community Architecture ©2010 Rhapsody Technologies, Inc., All rights reserved. 2 “Mastering” Master Data Solutions

4. About Speaker Mr. Mani Kumar Manda had been working with Oracle Applications for over 15 years and has implemented Technology Solutions for clients in many industries. Mr. Manda is the founder and chair for Customer Data Management SIG (an affiliate of OAUG) Mr. Manda is an active and frequent speaker of topics associated with Master Data Management Mr. Manda is the President and Founder of Rhapsody Technologies, Inc., a consulting firm with specialization in implementing Master Data solutions using Oracle’s MDM products. ©2010 Rhapsody Technologies, Inc., All rights reserved. 4 “Mastering” Master Data Solutions

5. About Rhapsody ■ Founded in 1998 ■ Implementation Services ■ ERP, CRM and MDM solutions ■ Assessment/Auditing ■ Customer Data Quality Assessment ■ Offers MDM Strategy/Auditing/Evaluation Services ■ Packaged Services ■ Build Semantic Customer Model for your organization ■ DQ Discovery ■ DQM Search Optimization ■ DQM Enablement ■ Support Services ■ TCA Functional Support ■ Training/Seminars ■ Provides a week long training on ‘Functional fundamentals of Customer Data Management’ covering topics such as challenges of customer data management, best practices, tasks that need to be considered, TCA and the features of the Oracle Customer Data Hub product. ■ Provides half day and one day MDM awareness sessions for C level executives, functional/departmental heads. ©2010 Rhapsody Technologies, Inc., All rights reserved. 5 “Mastering” Master Data Solutions

6. About Rhapsody Partial list of our Customers ADP DoubleClick Motorola Haworth Hologic KCI Office Depot Overland Storage Hologic Partial list of Industries Retail Advertising Manufacturing High-Tech Healthcare Services Some of Our Partners Oracle Dun & Bradstreet Trillium Deloitte Consulting Hub Solution Designs Transitions II ©2010 Rhapsody Technologies, Inc., All rights reserved. 6 “Mastering” Master Data Solutions

10. Structured Data “Hierarchy” ta r Da te as M (Data about Data) t a Da Meta Data Structured al at a tion fe r enData ce D ac Re ns Tra ata alD ytic A nal Reference Data Examples: Master Data Examples: Lookup Codes Customer, Product, … Transactional Data Examples: Analytical Data Examples: Orders, Invoices, Leads, … Facts, Cubes, Dimensions, … ©2010 Rhapsody Technologies, Inc., All rights reserved. 10 “Mastering” Master Data Solutions

11. Then “Master” Data • has a longer life span • changes gradually over time – both due to internal and external factors • requires an on-going effort (requires programs, not just projects) • requires Business leadership to keep it at optimal quality • requires IT leadership to provide technology and tools to business to maintain it on an ongoing basis ©2010 Rhapsody Technologies, Inc., All rights reserved. 11 “Mastering” Master Data Solutions

13. Per Rhapsody, MDM means • About establishing the Single Source of Truth for Master Data, in other words a System of Record that is reliable, available when needed and always maintained • About cross-referencing the Master Data across heterogeneous systems to establish a Single View of the chosen data domain • About providing 3600 view of the Master data • About establishing a Data Governance structure for welfare of the Master Data solution by establishing Roles and Responsibilities; Policies and Procedures to maintain data quality on an ongoing basis • About defining and maintaining Analytics and Segmentation to drive top line growth (Revenue) and increase bottom-line (Profits) by increasing the effectivity of various business processes • Increasing the operational excellence across the Enterprise • Accomplish all of the above with a synergistic alliance between Business and IT ©2010 Rhapsody Technologies, Inc., All rights reserved. 13 “Mastering” Master Data Solutions

14. Master Data Management (MDM) is According to ‘The CDI Institute” • 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. According to Gartner • Master Data: Consistent and Uniform set of identifiers and attributes that describe the core entities of the enterprise • MDM is a technology-enabled discipline in which business and IT organizations work together to ensure uniformity, accuracy, stewardship, semantic consistency and accountability of the enterprise’s official, shared master data assets. According to Forrester • Master data is the most trusted and unique “version” of important enterprise data, such as customer, product, employee, or asset that is captured, maintained, and used across disparate systems. MDM is the business capability that delivers master data throughout an organization through the alignment of multiple information management technologies such as PIM, CDI, and data quality, plus business process improvements and organization commitments. ©2010 Rhapsody Technologies, Inc., All rights reserved. 14 “Mastering” Master Data Solutions

15. MDM Domains (or Entities) MDM has several subject area domains. The most popular domains of interest in MDM are: • Customers – Partners – Is widely referred as Customer Data Integration (CDI) – Also known as Customer Hubs • Supplier • Products – Is widely referred as Product Information Management (PIM) – Also known as Product Hubs • Employee • Chart of Accounts • Assets • Etc. ©2010 Rhapsody Technologies, Inc., All rights reserved. 15 “Mastering” Master Data Solutions

16. MDM Domains • Forms the foundation for Operational Systems • Forms the foundation for Data warehouse and Business Intelligence initiatives • Are enterprise-wide – Cross-Business Unit, Cross-functional, Cross-Departmental • Provides reliable, secure and correct information to the needed parties ©2010 Rhapsody Technologies, Inc., All rights reserved. 16 “Mastering” Master Data Solutions

18. What is 3600 view of the Master Data? “Rather than thinking about the Customer itself, we need to think about the relationship that exists with the Customer, and that lets us provide Inte ract Superior experience.” ions - Mani Kumar Manda s ship A ttr i at ion hies bute s Rel erarc i /H ©2010 Rhapsody Technologies, Inc., All rights reserved. 18 “Mastering” Master Data Solutions

19. What is 3600 view of the Customer? Quotes Orders Invoices Receipts Service Contracts Installbase Agreements Etc. Inte ract ions r me ps A ttr i bute Custo onshi s s ati ie Rel erarch i /H Identity Attributes Name, Address, Education, etc. Behavioral Attributes Hobbies Tech Savvy, Old Timer, etc. Financial Attributes Income, Net worth, etc. Classification Attributes Industry, Size, etc. Relationship Attributes Account Number, Terms, etc. Segmentation Attributes Corporate Hierarchies Categorization, etc. Business specific hierarchies Past relationships Staff and Family Information Affiliation with Professional Associations ©2010 Rhapsody Technologies, Inc., All rights reserved. 19 “Mastering” Master Data Solutions

22. Corporate Asset “One of the most valuable asset of any Organization is its customer information. Everyday millions of dollars in potential profits are lost at many organizations due to inability to provide reliable, accurate, well maintained and readily available customer data.” Mani Kumar Manda ©2010 Rhapsody Technologies, Inc., All rights reserved. 22 “Mastering” Master Data Solutions

26. Oracle’s MDM Foot Print Locations Customer Customer Supplier Product Sites/ COA COA MDM Domains Analytical Operational MDM Applications MDM Apps Analytical Hub Financial Hub Supplier Hub Site Hub MDM UCM CDH PIM Apps Biz Apps Siebel Oracle eBusiness Suite Hyperion DRM ©2010 Rhapsody Technologies, Inc., All rights reserved. 26 “Mastering” Master Data Solutions

28. Cusotmer Data Integration across Hetrogeneous Applications Mktg. Legacy Sales EIS Quoting DW OM AR Service Credit Contracts Collec- tions ©2010 Rhapsody Technologies, Inc., All rights reserved. 28 “Mastering” Master Data Solutions

29. Oracle CDH • Oracle CDH is a full featured application from Oracle addressing CDI space. • Includes TCA, Interfaces (API’s, Web Services, etc.), UI (Oracle Customers Online, Oracle Data Librarian), out of the box integration for Third party enrichment (D&B) and address validation (Trillium and First Logic). • Facilitates the establishment of a central repository of customer data that can be maintained continuously and synchronized with all other applications in the enterprise in a hub and spoke manner. • The Hub becomes master for customer data • Spoke systems are synchronized with Hub and with other spoke systems via Hub using standards based web services using Publish/Subscribe approach. ©2010 Rhapsody Technologies, Inc., All rights reserved. 29 “Mastering” Master Data Solutions

30. Oracle CDH - Hub and Spoke Mktg. Legacy Sales EIS Quoting DW Oracle OM CDH AR Service Credit Contracts Collec- tions ©2010 Rhapsody Technologies, Inc., All rights reserved. 30 “Mastering” Master Data Solutions

32. Trading Community • Trading Community is defined as a group of entities taking part in commerce. • Trading Community includes both persons and organizations. • Entities in Trading Community may play roles other than Seller and Buyer such as Partner, Contact, Dealer, Distributor, Agent, Influencer, etc. ©2010 Rhapsody Technologies, Inc., All rights reserved. 32 “Mastering” Master Data Solutions

33. Trading Community Relationships External Entities Internal Entities Suppliers Competitors Partners Others Prospects Customers Person Person Person Person Person Person C O Orgn. Orgn. Orgn. Orgn. Orgn. Orgn. Orgn. S N I T T A E C T Sites S U S INT. E & S EXT. Accounts ©2010 Rhapsody Technologies, Inc., All rights reserved. 33 “Mastering” Master Data Solutions

34. Key Questions? • Is your Contact Diane Miller at XYZ Corporation same as your customer Diane Miller? • Who are your Customers, Competitors, Suppliers, Partners? • Are there any Influencers in your business? • What is your Customers Organizational Hierarchy? • Is someone who used to be your Employee is now a Contact at Your Customer or Supplier? • How do you manage dynamic nature of ever changing Customer Data? • What about Mergers and Divestitures? • Does your Organization sell products/services via multiple faces (brands)? • How do you deal with Cultural and Geographic influences on Customer Data? • Can you accurately project your risk exposure for top line and bottom line numbers that are stated on 10K’s? ©2010 Rhapsody Technologies, Inc., All rights reserved. 34 “Mastering” Master Data Solutions

36. What is TCA? • TCA stands for Trading Community Architecture that lets you capture and maintain the trading community of your business including the ability to capture – real world entities, – and their locations, – relationships between them, – contacts of these entities, – with their phone/fax/cell numbers, email, etc. ©2010 Rhapsody Technologies, Inc., All rights reserved. 36 “Mastering” Master Data Solutions

42. TCA Entities • There are over 200 entities with HZ prefix in Receivables schema. • Customer identity data is stored in – HZ_PARTIES – HZ_ORGANIZATION_PROFILES – HZ_PERSON_PROFILES • Contractual relationship (Account) data is stored in – HZ_CUST_ACCOUNTS • Location information is stored in – HZ_LOCATIONS – HZ_PARTY_SITES – HZ_CUST_ACCT_SITES_ALL • Etc. ©2010 Rhapsody Technologies, Inc., All rights reserved. 42 “Mastering” Master Data Solutions

45. Party … • A real thing that exists, such as a Person or Organization • Represents a Trading Partner • Can enter into business relationships • And exists independent of any business relationship • Can be an Organization, Person, Relationship or Group – Person Parties and Organization Parties can be created – Relationship party gets created behind the scenes – No functionality yet for Group Party • Can be related to any number of other Parties in any number of ways • Can be modeled using D&B data including D-U-N-S® Number (Data Universal Numbering System) ©2010 Rhapsody Technologies, Inc., All rights reserved. 45 “Mastering” Master Data Solutions

46. Party … • Can exist independent of an Account • Can be classified – SIC (SIC-87, SIC-72, SIC-77), NAICS – Custom (user-defined) • Unlimited cross references to Source Systems • Party Attributes – Organization • Name • (Registry) Number • Classification • DUNS Number • Number of employees • Category Code • Etc. ©2010 Rhapsody Technologies, Inc., All rights reserved. 46 “Mastering” Master Data Solutions

47. Party … • Party Attributes – Person • Name (First, Middle and Last) • No DUNS Number • Etc. • Examples – John Smith – Mary Smith – Echo Consulting Services – John Smith, an employee of Echo Consulting Services (Relationship Party between John Smith and Echo Consulting Services) – Smith Family (Group Party – No functionality to create or use Group party yet) ©2010 Rhapsody Technologies, Inc., All rights reserved. 47 “Mastering” Master Data Solutions

50. Party Relationships • Binary relationship between two parties • Inter-Company and Intra-company relationships • Non-business relationships too • Are reciprocal • Unlimited in number • Dynamic in nature • Both seeded or user-defined Relationship Types • Relationship itself is stored as a party • Any number of relationships between two organizations (org-to-org) or two persons (person-to-person) or an organization and a person (org-to-person) ©2010 Rhapsody Technologies, Inc., All rights reserved. 50 “Mastering” Master Data Solutions

51. Party Relationships … • Build any type of relationship between Organizations, including the ability to capture branches, locations, competitors, suppliers, resellers, business partners, etc. • Examples – John Smith is an employee of Echo Consulting Services – Echo Consulting Services is the employer of John Smith – John Smith is a contact for XYZ Consulting, Inc. – John Smith is the spouse of Donna Smith ©2010 Rhapsody Technologies, Inc., All rights reserved. 51 “Mastering” Master Data Solutions

54. Accounts • Represents the Selling Relationship • Exists only when a Selling Relationship exists • Each unique business relationship is an Account • Equates to Old Customer (R10.7 and R11) • Account Attributes – Account Number – Account Name (Optional, but shouldn’t be Company Name) – Account Class Code – Etc. ©2010 Rhapsody Technologies, Inc., All rights reserved. 54 “Mastering” Master Data Solutions

55. Accounts • An Account cannot be created without a Party • Examples – Savings Account of John Smith with American Bank – Checking Account of John Smith with American Bank – CD Account of John Smith with American Bank – Investment Account of John Smith with American Bank – Consulting Services Account for Infinity Technologies, Inc. – Master Account for Infinity Technologies, Inc. ©2010 Rhapsody Technologies, Inc., All rights reserved. 55 “Mastering” Master Data Solutions

57. Party vs. Account • Within TCA model, the concept of “Customer” is separated into two layers: the Party layer and the Account layer – CRM applications are referring to the Party layer when they refer to “Customer” – ERP Applications, on the other hand, are referring to the Account layer, when they refer to “Customer” • Confusion arises because CRM and ERP suites are both using the word “Customer” to refer to two different things ©2010 Rhapsody Technologies, Inc., All rights reserved. 57 “Mastering” Master Data Solutions

58. Party Vs. Customer … • Per TCA Best Practices, the word “Customer” is the combination of both the “Party layer” and the “Account layer”, where – Party layer exists independent of any selling or buying relationship – Customer Account layer exists in the context of a Party and only when a selling relationship exists ©2010 Rhapsody Technologies, Inc., All rights reserved. 58 “Mastering” Master Data Solutions

60. Locations • A geographic location • Is a Party Site with one or more site uses • Only one of the Party Sites can become an “Identifying Address” for the Party • An Account Site in the context of an Account • Examples [Each location resulting in one Party] – New York location (HQ) of Echo Consulting services – Chicago location (Branch) of Echo Consulting Services – Detroit location (Division) of Echo Consulting Services ©2010 Rhapsody Technologies, Inc., All rights reserved. 60 “Mastering” Master Data Solutions

61. Locations … is an employee of John Smith Echo Consulting Services is an employer of Lives At Located At 300 S Wacker Dr 931 Sanctuary Lane Suite 3050 Naperville IL 60564 Chicago IL 60606 ©2010 Rhapsody Technologies, Inc., All rights reserved. 61 “Mastering” Master Data Solutions

63. Contacts • Contacts are employees of an organization responsible for different roles. • Contacts may be relevant from the organization or a specific location at the organization • Contacts may be relevant in the context of a business relationship (Account or Account Site) • Can capture following information about Contacts: – Name (Title, First, Last Name, ) – Job Titles, Mail Stops – Location – Communication Points (Telephone, Fax, Email, etc.) ©2010 Rhapsody Technologies, Inc., All rights reserved. 63 “Mastering” Master Data Solutions

65. TCA Structure prior to Selling Relationship Party Usage Party Usage Party Assignments Party Usage Assignments Assignments Party Site(s) Party Relationship(s) Party Party Party Party Party Site Party Use(s) Party ©2010 Rhapsody Technologies, Inc., All rights reserved. 65 “Mastering” Master Data Solutions

66. TCA Structure prior to Selling Relationship Party Party Relationship Type Relationship Party Usage Party Assignments Location Party Site Party Site Use ©2010 Rhapsody Technologies, Inc., All rights reserved. 66 “Mastering” Master Data Solutions

69. TCA Structure with selling relationships – Entity Modal Party Party Account Relationship Type Relationship Relationship Type Party Usage Account Party Account Assignments Relationship Location Party Site Account Site Party Site Account Site Use Use ©2010 Rhapsody Technologies, Inc., All rights reserved. 69 “Mastering” Master Data Solutions

72. Customer Data Model • Using TCA there are multiple ways a Customer data can be created and maintained. • Some approaches are better in some operational contexts than other • On the two extremes: – Party Centric Approach • is when a Party is created for every single site (location) of the Customer and party relationships are used to build the corporate hierarchy. • The focus is on creating parties and relating them to each other. – Site Centric Approach • is when only one party is created for the Customer and all sites of the customer are created as party sites of this party. • The focus is on creating multiple sites ©2010 Rhapsody Technologies, Inc., All rights reserved. 72 “Mastering” Master Data Solutions

76. CDM SIG – To Become a Member Do one of • You can join CDM SIG from OAUG site at http://www.oaug.com • Send a blank email to cdmsig-subscribe AT yahoogroups DOT com • Go to CDMSIG Yahoo group at http://groups.yahoo.com/group/cdmsig and click on ‘Join this Group’: • Or send an email to mmanda AT rhaptech DOT com expressing your interest in becoming CDMSIG member. You will receive membership application in reply. Upon sending the completed form to mmanda@rhaptech.com, your membership will be enabled. • Members can post their questions, comments, etc., by sending an email to cdmsig AT yahoogroups DOT com. You will have to become member in order to post to this forum. ©2010 Rhapsody Technologies, Inc., All rights reserved. 76 “Mastering” Master Data Solutions

77. Sessions by me Title Presenter Date & Time Oracle Master Data Management (MDM) and Trading Mani Kumar Manda Monday, April 19, 2010 Community Architecture (TCA) 101 Rhapsody Technologies, Inc. 1:15 PM in Mandalay K MDM for Customer – A Panel discussion Mani Kumar Manda Monday, April 19, 2010 Rhapsody Technologies, Inc. 3:45 PM in Lagoon C Master Data Management Programs: Best Practices for Mani Kumar Manda Wednesday, April 21, 2010 Initiation, Implementation and Sustenance Rhapsody Technologies, Inc. 9:15 AM in Lagoon C Fusion Applications 101 Mani Kumar Manda Wednesday, April 21, 2010 Rhapsody Technologies, Inc. 10:30 AM in South Seas F Implementation of Oracle PIM (MDM for Product) solution – A Mani Kumar Manda Wednesday, April 21, 2010 Panel discussion Rhapsody Technologies, Inc. 4:00 PM in Lagoon C ©2010 Rhapsody Technologies, Inc., All rights reserved. 77 “Mastering” Master Data Solutions

79. If you like to listen to this session, send an email to the E-mail address provided in the last slide requesting access to the SlideCast version of this presentation along with your contact information ©2010 Rhapsody Technologies, Inc., All rights reserved. 79 “Mastering” Master Data Solutions

80. Q & Session# 700 A QUESTIONS ANSWERS Can be reached at: Mani Kumar Manda Rhapsody Technologies, Inc. 1700 Park Street, Suite 205 Naperville IL 60563 Phone: 630-717-1809 Email: MManda AT RhapTech DOT com Special Interest Groups: http://cdmsig.oaug.org http://groups.yahoo.com/group/cdmsig http://groups.yahoo.com/group/ucmsig http://groups.yahoo.com/group/cdi-mdm-jobs Latest Versions can be obtained from: http://www.rhaptech.com/resources.html ©2010 Rhapsody Technologies, Inc., All rights reserved. 80 “Mastering” Master Data Solutions

Master Data Management (MDM) 101 & Oracle Trading Community Architecture (TCA) 101 [2010 OAUG Collaborate]

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