MDM and Data Warehousing Complement Each Other: Greater Business Value From Both

Master Data Management
MDM and Data Warehousing

Complement Each Other
Greater business value from both
© 2011 IBM Corporation

Business Unit or Product Name
Executive Summary
Master Data Management (MDM) and Data Warehousing (DW)
complement each other
There are areas of overlap
– This is a positive benefit, not an unnecessary duplication of effort or
data
MDM and DW provide quality data to the business but MDM is
valuable beyond the DW for 2 reasons
– Latency
– Feedback
MDM and DW have different use cases
– MDM provides a “golden” source of truth that is used collaboratively for
authoring, operationally in the transactional / operational environment and
supports the delivery of "quality" Master Data to a DW system
– DW systems are a multidimensional collection of historical transactional data
that may be include than Master Data used to determine trends and create
forecasts
– Introducing MDM enhances the value of existing DWs by improving data
integrity and closing the loop with transaction systems
©2011 IBM Corporation

Executive Summary
“… the MDM environment can be key to
the success of a data warehouse or new
operational system, such as a CRM,
SAP, or BI environment …”
Master Data Management and User Participation

Patty Haines, Chimney Rock Information Solutions

Agenda: Master Data Manager and Data Warehousing

MDM Definitions
Latency and feedback
Step through the workflow
Similarities and Differences
Benefits and Unique Value
MDM and DW use cases
Summary

Master Data Manager and Data Warehousing

Latency
– MDM can be real-time or near real time
• A true stand-alone MDM platform can provide the robust, scalable
platform required for real-time data correction
– DW can have a time delay
• DW must wait until information collected
Feedback
– MDM ensures new data is correctly entered initially
• MDM systems become essential components of the operational
applications
– Many DW application correct data but do not feedback the
corrected data to the original applications

Benefits from Master Data Management

Decouples master information Master
Data
from individual applications
Existing
Becomes a central, application Applications
independent resource Existing
Simplifies ongoing integration Applications
tasks and new app development Master
Data
Ensure consistent master
information across transactional Master Data
and analytical systems Management
System
Addresses key issues such as
latency and data quality Existing
feedback proactively rather than Applications
“after the fact” in the data Data
Master
warehouse Data Warehouses
New
Applications

Master Data Management Systems: Methods of Use

Collaboration
– Workflow and check in / check out services to control Master Data creation,
management and quality
– Generally focused on Definition Master Data, but not exclusive
Operational
– SOA services control Instance Master Data creation, management, quality and
access
– Master Data is leveraged by other systems via real time SOA services
– Consuming systems are dependent on the MDM System to perform
transactions.
– Instance data is considered the “system of record”
Analytical
– Master data is a fundamental and important source for analytical environments
– Master data is key to simplifying the input to analytic environments and
improving the quality

MDM Builds On Infrastructure and Provides Context

Business
Business Object in the Context of Other Objects
Product Customer
MDM
Customer Specific Pricing
adds
Business Object with Interface Exposed as Services:
additional
Behaviour checkCredit()
Customer
value
Value Proposition
fetchAddressHistory()
mergeAccounts()
Standalone Business Object

Customer
Data
RDBMS, XML Repositories, Unstructured Content Rep.
Warehouses
Have this level
Infrastructure of capability

MDM Logical Architecture

External Partners Internal LOB Users External Data
Participants Participants Providers
Biz Partner, Customer, LOB U.I.
Self Service
Supply Chain Data, etc.
Customer Credit
Analytics LOB Systems Business Credit
ATM
Assisted Service Watch lists, etc.
Legacy, ERP, Supply
Web IVR Dashboards Chain, CRM, etc.
Agent Branch
(Adapters)
Message Mediation Routing Quality of SOA

Transport Publish Connectivity and Interoperability Service
Service
Integration
Subscribe Synchronous/Asynchronous
Content Analytic Services Master Data Management Services Information Enterprise

Management (DW Models, Integration Services Integration Services Metadata
Identity Services &
Predictive Analytics )
Lifecycle Management Services Management
Master Data Hierarchy &
Services Information ETL EII
Event Relationship Authoring
Integrity
Management Management Services Services Services
Unstructured Base Services
Services Data
Data Master Data Repository Metadata
Metadata Staging
Master History Reference Metadata
Metadata Data Data Data Data
Initial & Incremental Loads (Batch ETL)

MDM Technical Architecture with Data Warehousing
Data Warehouse
The data warehouse provides historical analytical
capability for business analysis and corporate
dashboards. The DW holds master data copies
and historical transaction detail. The information is
aggregated and for use in specific analytical
applications such as forecasting and budgeting
systems. MDM provides clean information to the
DW. MDM also supplies analytical information for
master data objects. The same infrastructure can
be used to populate the DW as is used for the
MDM system initial loads and batch load cases.
Data Warehouse Data Warehouse Uses

Services
Historical transaction detail
MDX
Data mining
SQL
Forecasting
Web Services
Trending
XML
Dash boards

MDM and Data Warehousing share Information Integration

Services
Information Integration ETL Services
Overview Information
Information Integration ETL Services provide services that support the Integration Services
loading of bulk data and near real-time replication of data from one or
more source systems into a target database such as a Master Data
Repository or Enterprise Data Warehouse. The loading of bulk data refers
to loading a large volume of data as part of the initial or incremental load ETL EII
Services Services
of data into a target database. Services are available to support the
extraction of large volumes of data form a source system, detect changed
data for the replication of data to a target system, cleanse and
standardize data, match data from multiple sources, transform and load Staging Metadata
data into a target system. Data Profile and Analysis services provide the Data
ability to understand and model source system data to determine the rules
necessary to match, transform and load the data into the target database.
The Metadata Repository provides a business glossary, rules for data

cleansing and data transformation. The Staging Database provides a
storage area for the cleansing, merging and transformation of data.
ETL
Extraction Detection
Translation Profiling
Transformation Analysis
Load/Apply Cleanse/Standardize
Replication Match

MDM and Data Warehousing share

Information Integration EII Services
Information Integration EII Services
Overview Information
Enterprise Information Integration (EII) Services provide the capabilities to Integration Services
access structured and unstructured content contained in disparate data
sources across multiple LOB systems. Cache Management and Query
Management Services are used to optimize query performance for
locating, accessing and aggregating query results. ETL EII
Services Services
Staging Metadata
Data
EII
Federation
Virtualization
Query Management
Cache Management

Workflow MDM to Data Warehousing

How Does MDM Fit In With Analytical (As Opposed

to Operational) Systems?
Improving the Data Quality of the
Data Warehouse and Making Providing Consistency for
Loading More Efficient Performance Management
Source Reporting Rollup Across
Business
Source Data Units
Integration Data BI
Source Process Warehouse Users
Source
Reconciliation
Data Quality "Firewall"
Extracting, transforming and loading data into There can be heterogeneity in the
data warehouses is hard work Business Intelligence world as well
We are continually cleaning up data pollution There may be inconsistency across data
creating upstream in the operational systems marts held at the national or line of
A focus on MDM in the operational world should business level
improve
Rollup for reporting purposes may not be
the efficiency and cost of loading the data
warehouse possible without a form of MDM
the quality of the data warehouse MDM for performance management is
mainly about metadata

New
customer is
created In
Call Center
application
MDM verifies address and

other demographic
information, ensures this is a
not a duplicate, and follows
the business rules for new
customers
MDM system for customers (CDI)

New
customer is
created In
Web based
application
Again MDM verifies address

and other demographic
information, ensures this is a
not a duplicate, and follows
the business rules for new
customers
MDM system for customers

Results of the
All new customers this contacts made by
week are contacted via the CRM application
the CRM application are loaded into the
MDM system
MDM provides a timely,

clean list of new MDM now holds “no
customer from all call” information,
systems responses marketing
channels
MDM system for customers


Employees and parts
Information about the
suppliers add new product is available
information about tasks to other applications. For
throughout New example a customer-
Product development focused web app that
lists the languages
process
available for the product
MDM data during all the
steps required to create MDM holds all data
a new product about the product and
can track access and
usage
MDM system for products (PIM)

What is NOT Master Data Managers and Analysts

access the data warehouse
Application to forecast business trends
provides DW and manage their business
transactions
such as
areas
invoices
Billing system
Invoices
$$ Amount,
Quantity
Transaction (e.g. Data Warehouse
invoices) are
Date Store
typically not Master
Data
Intersection of MDM and DW

Application
provides DW MDM
transaction maintains
data DW
dimensions of
customer and
Billing system product
Customers Products
Invoices
$$ Amount,
Data Warehouse Quantity
(Now complete with dimensions

managed by MDM) Date Store

Similar value to the organization
Single version of the truth

Reduce redundancy and data discrepancies
increase consistency
Centralize management of function
Increase insight
Enable analysis across departments

Similar enabling technologies
Data quality is a prerequisite

Services infrastructure, data movement and
loading technologies must be in place
Metadata is required for each

Similar enabling processes
Data governance, data stewardships

Inter organizational cooperation
IT builds the systems but other departments must
sponsor the projects
Unified security
Unified modelling of the business processes

But different
MDM is more for Transactional purposes vs. DW which are
more for analytical purposes
MDM is used by transactional applications
DW’s are used by managers and analysts
MDM captures business rules for entities
– Not the results of the business processes, does not
hold transactions
DW’s capture and analyse historical facts
– Do not hold business rules
– Historical transaction data does not change, user do
not usually update transactional data
MDM captures and enhances customer data, product data, etc.

But different (continued)

MDM hub is optimised to support transactional systems
– Data models are more normalized
– Will not grow faster than the business, for example will grow at the
rate new customers are added
– Users are transactional systems, call centers, inventory systems,
ERP systems
DW is optimized to support analytical functions
– Data models are de-normalized star schemas
– Can grow to be very large by holding historical transaction data
– Users are analytical and forecasting systems, analysts and
managers.

Unique benefits from DW

Historical reporting beyond the capabilities of the online
systems
– Can store and analyse data pat the retention limits of online
systems. Most online system keep 6-18 months of data only
Ability to report across multiple applications
– For example “what was the average commission of sales people
who worked in the top 10 stores by revenue?”. This query crosses
payroll and invoicing systems.
Single version of the truth about business “facts”
– Example: Total number of phone calls made IBM
– Example: Total value of all invoices last week
– Transaction data is not considered Master Data

Unique benefits from MDM
Write back to ERP and other systems clean data

– This is what most DW’s cannot deliver
Consistent treatment of customers, products, suppliers
– All systems have the same information about each customer
Reduces application development time for new analytical
and online applications
– This can be the most valuable aspect of an MDM system
Reduces “chatter” between apps
– The spiders web of interconnection is reduced through the use
services

Benefits to DW from MDM

Organizational focus on MDM and governance directly benefits
DW usability and acceptance
Current and accurate dimensions
– From dimensions managed by MDM hubs
Off loading of some dimension maintenance from the DW ETL
process
– Dimensional data is managed outside of the DW but some
processing is still required

Use Cases for Data Warehousing and MDM

Operational Data Store / Dynamic / real-time
warehousing
Periodic or batch loading of MDM managed
domains
Vendor specific solutions

Operational Data Store / Dynamic / real-time warehousing

When an update occurs new source data sent to MDM
and IIS
– Data from source system flows to MDM and IIS systems Source Data
Providers
– MDM managed domain information provided to data
warehouse via services from MDM systems ERP systems,
External
providers,
– Transaction data and non-MDM managed domain
information provided through IIS to the data warehouse
Message Mediation Routing Quality of SOA

Transport Publish Connectivity and Interoperability Service
Service
Integration
Subscribe Synchronous/Asynchronous
Master Data Management Services Information

Data Integration Services Integration Services
Warehouse Lifecycle Management Services
Information ETL EII
Integrity Services Services
Management Management
Base Services
Services Data Master Data Repository
Metadata Staging

Periodic or batch loading of MDM managed domains

Traditional approach via periodic extracts from
source systems and MDM systems
IIS provides ETL services to DW via batch
processing Source Data
Providers
MDM data is extracted and loaded into DW via a
ERP systems,
batch based ETL process External
providers,
Services or batch loading
Master Data Management Services Information

Data Integration Services Integration Services
Warehouse Lifecycle Management Services
Information ETL EII
Integrity Services Services
Management Management
Base Services
Services Data Master Data Repository
Metadata Staging
Initial & Incremental Loads (Batch ETL)

Data Warehousing and Master Data Management

Collaboration can Gain Control Enterprise Data
and Business Process Needs
Packaged / Composite Applications
Business Process and Workflow
Shared information
infrastructure
Master Data Solutions
Shared data governance and
Master Data Management Systems
stewardship policies
Shared development
Product Customer Supplier Location …
environments
Content Management Business Intelligence
Different users and use cases
Different platforms and
presentations layers Information Integration
ETL EAI EII

Models and Tooling – A single deployment platform
Relationship Profitability A&LM Risk Compliance
Marketing
Foundation Models The Models combined with integrated

Data Business
tooling – single enterprise deployment
Integration
Warehouse Process platform
IDA RSA WBM Models housed in standard IBM Modelling

tools (supplemented by specialist tooling)
Generation capabilities enable to

deployment of runtime artefacts (DDL,
WSDL, BPEL)

Deploying for Business Intelligence
Marketing
Tighter and ongoing integration with
Foundation Models
IDA
Data
Warehouse
Integration Business
Process
Improved BDW Implementation
Guidelines/Methodology
IDA RSA WBM
Future
Initial Support for WebSphere
Metadata Server
– Websphere Business Glossary –
DB2 Physicalization Guidelines for
Data Warehouse Models
Tighter integration with XBRL
capabilities in DB2

Deploying for Master Data Management

Marketing MDM products provide the “anchor”
Foundation Models
hub components for Customer and
Product Master Data and other hubs
Data Integration Business
Warehouse Process as they appear
Industry Models combined with IBM
IDA RSA WBM
tooling provide wider infrastructure
capability
Initial Mapping activities completed
Future
Development interlock
– Model content enhancements
to aid MDM-integration included
in 2009 release
Future Tooling integration
– Achieve Dynamic mappings by
incorporating MDM models in
the Tooling

Summary
Additional value is added to data warehouses

when MDM is implemented
MDM and data warehouses complement each
other
A more sophisticated, enterprise wide view of the
organisation is provided through the combination
of MDM and DWs

MDM and Data Warehousing Complement Each Other: Greater Business Value From Both

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Master Data Management

MDM and Data Warehousing

Greater business value from both

© 2011 IBM Corporation

©2011 IBM Corporation

Master Data Management and User Participation

©2011 IBM Corporation

Agenda: Master Data Manager and Data Warehousing

©2011 IBM Corporation

Master Data Manager and Data Warehousing

©2011 IBM Corporation

Benefits from Master Data Management

©2011 IBM Corporation

Master Data Management Systems: Methods of Use

©2011 IBM Corporation

MDM Builds On Infrastructure and Provides Context

Standalone Business Object

©2011 IBM Corporation

MDM Logical Architecture

Message Mediation Routing Quality of SOA

Content Analytic Services Master Data Management Services Information Enterprise

Initial & Incremental Loads (Batch ETL)

©2011 IBM Corporation

MDM Technical Architecture with Data Warehousing

Data Warehouse Data Warehouse Uses

©2011 IBM Corporation

MDM and Data Warehousing share Information Integration

The Metadata Repository provides a business glossary, rules for data

©2011 IBM Corporation

MDM and Data Warehousing share

©2011 IBM Corporation

Workflow MDM to Data Warehousing

©2011 IBM Corporation

How Does MDM Fit In With Analytical (As Opposed

Workflow MDM to Data Warehousing

MDM verifies address and

MDM system for customers (CDI)

Workflow MDM to Data Warehousing

Again MDM verifies address

MDM system for customers

Workflow MDM to Data Warehousing

MDM provides a timely,

MDM system for customers

Workflow MDM to Data Warehousing

MDM system for products (PIM)

What is NOT Master Data Managers and Analysts

Intersection of MDM and DW

(Now complete with dimensions

©2011 IBM Corporation

Similar value to the organization

Single version of the truth

©2011 IBM Corporation

Similar enabling technologies

Data quality is a prerequisite

©2011 IBM Corporation

Similar enabling processes

Data governance, data stewardships

©2011 IBM Corporation

©2011 IBM Corporation