Suresh Menon, Vice President, Product Management - Information Quality Solutions at Informatica, shares how to master your data and your business from the 2015 Informatica Government Summit.

2. Informatica MDM
Master Your Data. Master Your Business.
Suresh Menon
Vice President, Product Management –
Information Quality Solutions
May 1, 2015

3. 3
• Data not standardized
• 4 people across 4 departments have 6 different answers
• Data suffers from duplication
• Did they get this service 4 times, or was it entered 4 times?
• (No, 2 people went twice to see 2 different devices)
• Hierarchy not universally understood
• This supplier is not approved due to parental ownership (China),
but we’ve been sourcing material without traceability for 3 years.
• Data linkage and lineage does not exist
• Who is the data steward ?
• What is the approval process to fix the data ?
Why do we need Master Data Management?

4. 4
Companies
The Hard Truth is That Data Degrades
• 240 businesses will change
addresses
• 150 business telephone
numbers will change or be
disconnected
• 112 directorship (CEO, CFO,
etc.) changes will occur
• 20 corporations will fail
• 12 new businesses will open
their doors
• 4 companies will change their
name
Source: D&B, US Census Bureau, US Department of Health and Human Services, Administrative Office of
the US Courts, Bureau of Labor Statistics, Gartner, A.T Kearney, GMA Invoice Accuracy Study
• 5,769 individuals in the US will
change jobs
• 2,748 individuals will change
address
• 515 individuals will get married
• 263 individuals will get
divorced
• 186 individuals will declare a
personal bankruptcy
Individuals
Master data changes at rate of 2% per month.
Products
• On average 20% duplicates in
product data
• 90% of new product
introductions fail
• Retailers lost 40 billion or 3.5%
of total sales lost each year due
to item info inefficiencies
• 60% error rate for all invoices
generated
• Global Data Sync will realize 30%
lower IT costs
In one hour… In one hour… In one year…
Compounded, 2% monthly change is 27% per year, 61% in two years, 104% in three years!!!

5. The Information Challenge
How to Synthesize and Govern Data Across Silos and Providers?
5
Application LegacyCloud Computing Unstructured Third Party Data
CITIZENLOCATION PROVIDER ENTITYPATIENT
PATIENTCITIZEN LOCATIONPROVIDER ENTITY
Data
Governance
?
Waste, Fraud,
and Abuse
Food & Drug
Testing & Safety
Education Other MissionsHealthcare
Management

6. The Information Challenge
How to Synthesize and Govern Data Across Silos and Providers?
6
Application LegacyCloud Computing Unstructured Third Party Data
CITIZENLOCATION PROVIDER ENTITYPATIENT
PATIENTCITIZEN LOCATIONPROVIDER ENTITY
No View of
Interactions
3
No View of
Relation-
ships
2
No Single
View
1
Data
Governance
?
Waste, Fraud,
and Abuse
Food & Drug
Testing & Safety
Education Other MissionsHealthcare
Management

7. MDM Improves Critical Business Processes
MDM
STUDENTS
INSTITUTION
PROVIDER
LOCATION
Application LegacyCloud Computing Unstructured Third Party Data
Impact
Healthcare
Outcomes
Ensure
Consumer
Protections
Improve &
Shape Public
Policy
Detect & Stop
Waste, Fraud,
& Abuse
Interact
Across
Agencies

8. Advanced Insight Drives Improved Outcomes in…
8
Waste, Fraud,
and Abuse
Food & Drug
Testing & Safety
Education Other MissionsHealthcare
Management
•Understand
educational
best practices,
risk factors,
impactful
programs,
•Improve drug
tracking
•Secure food
chain
•Track clinical
trials
•Automate and
improve patient
identification
•Track all payers
•Establish Health
Information
Exchange
•Single view of
veterans,
soldiers
•Uncover
wasteful
spending
•Implement Do
Not Pay
•Detect financial
crimes
•Provide 360-
degree of
benefits &
services
•Cross-Agency
intelligence
data mgmt
•Streamline
procurement
and maximize
discounts

9. 400+ Customers, More than 50% are
Fortune 500 % Global 500 companies
Introducing Informatica MDM
Informatica Intelligent MDM empowers organizations to deliver business value with
complete and accurate views of business-critical master data – data about customers,
products, suppliers and locations – as well as a trusted view of all customer relationships
and their interactions across the enterprise.
Stellar Track
Record Proven in
Numerous
Deployments
3+ Months
Customer
Deployments
#1 in Customer
Loyalty – 9 years
in a row
35+ Industries
Banking, Insurance, Life
Science, Healthcare, High
Tech, Oil & Gas
100+ Business Solutions
Total Customer Relationship
Asset Data management

10. Master Data Management
Operational
Analytical
CIF
Legacy
Systems
Data
Warehouse
Data Marts
Portal/
Dashboard
Business
Intelligence
Legacy
Systems
Applications
Applications
Legacy
Third Party
Data
Cleanse
Deliver
Discover
Recognize
Resolve
Relate
Access
Master
Data
Deliver Timely, Trusted, Relevant Master Data
Model
1
2
3
4
5
6
7
8
How Does Informatica Help Customers
with Master Data Management?
Govern9

11. Informatica MDM Core Capabilities
Govern
Cleanse
Model
Access
Resolve
Recognize
Discover
Relate
Deliver
Address
Standardization
Integrated
Data Quality
Open
Cleanse
Architecture
Deterministic
& Fuzzy Logic
Internationalization
Merge Trust
Framework
Party
& ProductParty Product
All Data
Sources
Batch or
Real-time
All Data
Formats
BPM
Workflows
Data Stewardship
Unmerge
Sync
Business
Interaction
3
1
2
4
5
6
7
9
8
Proactive
Monitoring
Monitoring &
Scorecard
Profiling Analysis Discovery
Dynamic Data
Masking
Embedded
DI
Google Like
Search
Composite
Objects
& Services
Single or
Multidomain
Customer Product
Metadata
Content Configuration
History
Lineage
Match
Survivorship
Validation Rules
Federate

12. Discover
Key requirements for success:
• Discover and document all
anomalies in the data
• Catalog issues in completeness,
conformity, consistency,
accuracy, duplicates,
dependencies
• Determine master data model
Discover Data
Profiling

13. 1313
Data Profiling
1
3
Uniqueness
Datatype
Nulls
Min/Max
• Informatica Analyst Tool
• Part of MDM User Screens
• Non-technical tool for
identifying data issues
Discover
• Collaboration

14. Model
Model
Master
Data
Management
Key requirements for success:
• Multiple types of data domains
(Customer/Party, product & service,
agreement, organizational unit, channel,
finance/accounting, asset, reference
tables)
• Limit data model complexity to business
needs, consequently rapid
implementation and lower maintenance
overhead
• Robust metadata tracks all history,
linage & cross references
• Configure driven approach to delivering
master data as per the context of
identified consumers

15. Access
Key requirements for success:
• Access master data from variety
of internal and external sources of
maser data
• Ability to on-board data both in
batch and real-time
• Simplified development and
administration powered by
enterprise grade performance and
scalability
• Interoperable metadata and
reusable business rules
Access Data
Integration

16. Cleanse
Key requirements for success:
• Integrated data cleansing and
data enrichment capability during
data onboarding
• Address standardization
• Data monitoring and reporting
• SOA based access to DQ rules
• Conditional Formatting
• Validation rules
• Data Conversion, Noise removal,
Transformation
• Open cleanse architecture
Cleanse Data
Quality

17. 1717
Rules – Build Once, Deploy Anywhere
1
7
• Visual Mapping
• No coding
• Create rules or leverage
existing
• Informatica Data Quality (IDQ)
• Cleanse, Standardize, and
Validation Rules
• For incoming source data or
inputs through user screens
Cleanse

18. 1818
1
8
Data Scorecards
• Graphical views of your source data’s quality
• Shows point-in-time and over a period to show trending
• Allow for proactive notification when data quality is impacted or changes
• Reporting capability
You set the metric
levels
See trends over time

19. Recognize
RECOGNIZE
Recognize
Master
Data
Management Key requirements for success:
• Identify candidates for matches
across multiple systems based on
configurable rules
• Determine match, non-match
based on user defined thresholds
• Queue questionable matches for
manual review
• Easy to search and locate master
data, apply post search filtering
• Ability to offload large volume,
process intensive matching and
linking to Hadoop
Louis Valdes
RECOGNIZE
CRM ERP
Luis Valdez

20. 2020
Informatica MDM Hub
Core Capabilities: Recognize
• Identify candidates for matches
across multiple systems based
on configurable rules
• Determine match, non-match
based on user defined
thresholds
• Queue questionable matches for
manual review
RECOGNIZE the entity accurately
across multiple systems
Resolve
• Out of the box capability
• Non-technical configuration of
match rules and rule sets
Recognize

21. Resolve
Products:
•Informatica MDM
Key requirements for success:
• Automated and manual support
for merging records into ‘golden
profile’ based on matching
thresholds.
• Survivorship of reliable and
trusted data at the cell level,
based on configurable rules
• Persist history and lineage of
changes enabling users to view
complete life cycle of golden
records
RECOGNIZE
Resolve
Master
Data
Management
Luis Valdez Louis Valdes
RESOLVE
CRM ERP
Luis Valdez

22. 2222
Informatica MDM Hub
Core Capabilities: Resolve
• As necessary, matched records
are merged to a “golden record”
• The most reliable attributes are
selected to survive, at the cell
level, based on configurable
rules
• All history and lineage of
changes is kept
RESOLVE
United TechXREF
Pratt and W
Sys A
RESOLVE data conflicts among the
systems into a trusted source of
truthLycoming
Sys B
Resolve
• Automates merge resolution
to reduce match effort
• Out of the box data steward
screens and workflow process

23. 2323
Informatica MDM Hub
Assembling the Best Version of Truth
Address
57 rue du Foubourg
6th and Marquette
123 Main St
City
Paris
Minneapolis
New Haven
Zip
75003
55405
State
MN
CT
Company Name
IXIS CIB
Mitsubishi Coatings
GE Medical
SFA_ID #
21399
50382
62098
Ticker Symbol
WFC
GE
SIC Code
6021
6021
3511OHM
Rating
Baa
AAA
Aaa
Country
US
US
FR
Bank Name
Union Materials.
General Electric
IXIS Corporate & Investment Bank
Account #
30803850041
00510464002
91713850028
As of Date
8/26/1950
6/15/1978
4/30/1953
Liquid Assets
$190,157
$383,522
$559,934
Equity
$3,342
$40,666
$109,354
Total Assets
$207,059
$481,741
$673,342ORCL Fin
ADDR1
Elm and Carlton Streets
123 Main Street
57, rue du Foubourg
CITY
Minneapolis
New Haven
Paris
ADDR5
50423
14263
75003
ADDR4
MN
CT
FULLNAME
Union Bank of California
General Electric Company
IXIS Material Echange
SWIFT #
308-03-8500
005-10-4640
917-13-8500
COUNTRY
USA
USA
FranceFixed Assets
Liquid Assets
$190,157
$190,157
$383,522
Equity
$3,342
$3,342
$40,666
Public
Y
Y
Y
Credit Rating
AAA-
AA-
AAA
Domicile
France
USA
USA
Party Name
IXIS Corporate Private Equity
3M
General Electric Company
As of Date
1/31/2006
3/27/2006
4/15/2006
Total Assets
$207,059
$207,059
$481,741
Industry
6021
6021
3511
Golden Record
Resolve

24. 2424
RELATE
Informatica MDM Hub
Core Capabilities: Relate
• Bring together relationships
from different applications and
systems
• Create and manage a rich set of
multiple hierarchies for different
purposes
• Maintain history and lineage of
relationship changes
Luis Valdez Julia Smith
Employed by
Spouse
RELATE people, locations,
products, and organizations from
different sources
Clinical Mgmt
Luis ValdezXREF
Relate

25. Deliver
Key requirements for success:
• Publish reliable master data to both
operational and analytical systems
• Gain an unified view of master data and
related transactional data
• Deliver master data to business
applications built for data intensive
business processes.
• Identify risks before they harm with
proactive monitoring of master data
Deliver
Data
Services
Master
Data
Management
Data
Integration

26. Composite Object
Composite Services
Base Object
Business Object
Applications Entity 360 Portal UI Applications MDM Powered Apps
Composite Objects and Composite Services
EJB & REST based Interfaces
Composite Object
Base Object
Business Object

27. Entity360 – Data Details View
Callouts – Important, time-or context-
sensitive data surfaced to user
MDM Match Candidates list view
Related MDM Children list view
Callouts – Important, time-or context-
sensitive data surfaced to user
Images and rich media associated
with MDM Entity displayed in view
Data view

28. Smart Search

29. Govern
Key requirements for success:
• Enable collaboration among
business data stewards and line of
business users via configurable
workflows
• Allow data stewards to quickly
resolution matching records
• Merge duplicates and manage
hierarchies
• Track master data lineage and
history
• Continuous monitoring of master
data quality and DQ scorecards
• Protect personal and sensitive
master data to reduce risk of data
breach
Louis Valdes
Govern Master
Data
Management
Data
Quality

30. 3030
The history shows a change in ownership at a point in
time.

31. 3131
Dashboards Help You Monitor Progress
(Data…Service…Risk – this is an ongoing process)

32. 3232
Modify, Manage, and Monitor
Apply
• Standardization & Validation
• Matching & Consolidation
• Exception Management
• Data Lineage
• Scorecards
AdministratorManager AnalystSteward Architect Developer

33. 3333
Modify, Manage, and Monitor
Apply
• Standardization & Validation
• Matching & Consolidation
• Exception Management
• Data Lineage
• Scorecards
Manager AnalystSteward

34. Collaborators
Embedded BPM
Single Step
Approval
Single Step Review
& Approval
Multi Step
Approval
Match & Merge
Review Process
Notifications
Approval
Un Match
Review Process
24 Hr
Timeout
Workflow Options
Data
Steward
Analysts
Business
Steward
IT Leaders
Notifications
Timeout Steps Automated
Re-routing
Parallel
Approval

35. 3535
Data Model
Flexible Business Model-driven MDM
• Flexible approach to data model
• Automatically generated services
• Configurable user interface, workflow
Flexible, Client-driven MDM
(Informatica)
An adaptive
approach that
relies on
configuration
based on unique
requirements
Adapting to Your Requirements
Citizen
Organization
Agency
Services
User Interface

36. 3636
Data Model
Flexible Business Model-driven MDM
• Flexible approach to data model
• Automatically generated services
• Configurable user interface, workflow
•Changes regenerate services, UI
•Lower TCO
Flexible, Client-driven MDM
(Informatica)
An adaptive
approach that
relies on
configuration
based on unique
requirements
Adapting to Your Requirements
Citizen
Organization
Agency - Servicer
Services
User Interface
Remediator
A

37. Enhancing Big Data with trusted Master data
Big Data Relationship Management
+Master Data
Management
Data lake
Accumulo
MDM creates context for big data
Master data provides trusted information and
links/aggregates seemingly unrelated information
Big Data enriches MDM
Big data provides new insights from non-traditional
sources to enrich master data

38. Big Data Relationship Management
38
Data Source1
Big Data
Relationship
Management
2 Services3
PC BDE
HDFS
Fuzzy Index

39. Recognized Industry Leader by Analysts
39
Fastest Growing MDM Vendor
MDM Revenue Growth: Informatica (+27.5%), IBM(+10%), Oracle(+10%), SAP(-12%), Tibco (-10%)
MDM Customer Growth: Informatica (+75), IBM (+60), Oracle (+33), SAP (Not Reported), Tibco (+21)
- Source: Gartner MQ for MDM of Customer Data 2014

40. Thanks!