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Customer Data Integration Solution Offering

From MIKE2.0 Methodology

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Hv3.jpg This Solution Offering currently receives Major Coverage in the MIKE2.0 Methodology. Most required activities are provided through the Overall Implementation Guide and SAFE Architecture, but some Activities are still missing and there are only a few Supporting Assets. In summary, aspects of the Solution Offering can be used but it cannot be used as a whole.
A Creation Guide exists that can be used to help complete this article. Contributors should reference this guide to help complete the article.

Contents

=Introduction

The Customer Data Integration (CDI) Solution Offering provides an approach for integrating customer data across a highly federated environment where it may be stored in dozens or even hundreds of systems. The CDI Solution Offering is a subset of the Master Data Management Solution Offering, with a focus on the particular complexities of CDI such as Identity Resolution and Identity Management for retail customers and hierarchy management for corporate customers. This includes coverage of globalisation complexities as they relate to Identity Management such as handling of non-Western names.

Executive Summary

Over the past decade, organisations such as banks and telecommunications providers have been transforming from product-oriented systems architectures to ones more focused on the customer. Many of these initiatives have been failures and the core data in the legacy systems was often the root cause. A key difference between today's Customer Data Integration initiatives and the Customer Relationship Management initiatives of the late 90s is the improved focus on Information Development. Taking an Information Development approach to implementing a customer-oriented architecture enables:

  • Reduced complexity of customer data
  • The ability to more easily implement functionality that meets new customer requirements
  • Improved insight on customer behavior and profitability
  • The ability able to market customer segments more efficiently

This is no small transition and it typically involves a multi-year programme of work. The Customer Data Integration Solution Offering provides a useful approach for this complex initiative.

Solution Offering Purpose

This is a Core Solution Offering. Core Solution Offerings bring together all assets in MIKE2.0 relevant to solving a specific business and technology problem. Many of these assets may already exist and as the suite is built out over time, assets can be progressively added to an Offering.

A Core Solution Offering contains all the elements required to define and deliver a go-to-market offering. It can use a combination of open, shared and private assets.

Solution Offering Relationship Overview

The MIKE2.0 Customer Data Integration Solution Offering is part of the EDM Solution Group

MIKE2.0 Solution Offerings provide a detailed and holistic way of addressing specific problems. MIKE2.0 Solution Offerings can be mapped directly to the Phases and Activities of the MIKE2.0 Overall Implementation Guide, providing additional content to help understand the overall approach. The MIKE2.0 Overall Implementation Guide explains the relationships between the Phases, Activities and Tasks of the overall methodology as well as how the Supporting Assets tie to the overall methodology and MIKE2.0 Solutions. Users of the MIKE2.0 Methodology should always start with the Overall Implementation Guide and the MIKE2.0 Usage Model as a starting point for projects. comparer forfait rio b and you portabilité calcul IMC rio orange

Solution Offering Definition

The Customer Data Integration Solution Offering covers:

  • Business and Technology Strategy for CDI
  • The process for selecting required CDI technologies
  • Governance processes, standards and policies for how business and IT users should help in the customer information
  • Design and prototyping of the CDI architecture
  • Techniques for improving Customer Data Quality
  • Data and metadata modelling techniques that can be applied to customer data
  • Design and development of CDI techniques and technologies related to storage, archiving, protection and destruction of information assets
  • Testing procedures for implementing the solution
  • Continuous Improvement activities, focused on improving data quality, moving to move of a SOA-based architecture and improving performances

Some CDI solutions are very comprehensive in their coverage of the business processes associated with customer management, customer marketing and security. The linkages between CDI and its business processes or infrastructure management is not the current focus of this solution as MIKE2.0 is focused on Information Development; this may be added outside this offering to provide a more comprehensive approach as is described in section on Integration to Business Process and Infrastructure.

Relationship to Solution Capabilities

This Solution Offering maps into the Solution Capabilities of MIKE2.0 as described below.

Relationship to Enterprise Views

Customer Data Integration will typically relate to the Enterprise Views in the following fashion:

  • Application Development of any new master system or changes to existing masters. It is possible that very few changes will be required from an application perspective and that the primary focus is better integration of existing systems. It is also possible that the project may involve significant application implementation such as the implementation of a customer or product master system.
  • Information Development for modelling, data investigation, data re-engineering and metadata management. Customer Data Integration also requires advanced Information Development capabilities.

Other that the initial definition of an Application Portfolio and high level business processes for scoping, the focus of MIKE2.0 is across the Technology Backplane of Information Development and Infrastructure Development. External methods to MIKE2.0 should be used for Application Development of any application store that holds Master Data and, to an extent, Infrastructure Development.

Mapping to the Information Governance Framework

The Information Governance Solution Offering is required across all Solution Offerings. For CDI the areas of particular importance relate to standards for modelling customer data due to the complexity associated with hierarchies and the impacts of data quality issues. Policies related to customer data and their behavior (such as that used for marketing campaigns) means that information privacy is an important part of this offering. The scope is primarily focused on structured data.

Mapping to the SAFE Architecture Framework

Sophisticated capabilities are typically needed to fulfill CDI application co-existence requirements. The first step is to get Foundation Capabilities in place across the architecture before progressively moving to more sophisticated capabilities such as a Services Oriented Architecture. Enabling Technologies are important to smooth the transition to these more advanced techniques. A number of artifacts from the SAFE Architecture can help define the required component capabilities as part of a comprehensive approach. Business-oriented functionality such as Rules Engines and [Enterprise Business Management#Business Process Management]] may also be used.

Mapping to the Overall Implementation Guide

A CDI initiative will typically involve an initial migration of some historical data and an ongoing implementation across multiple systems sharing data. The activities of the Overall Implementation Guide are described in the context of an architecture where systems share data in an ongoing fashion through a Services Oriented Architecture. Supporting Assets for Master Data Management provide additional detail on specific architectural techniques.

Business Assessment and Strategy Definition Blueprint (Phase 1)

All activities from the Business Blueprint phase of MIKE2.0 will be required to define this strategic approach. In the Business Blueprint phase, the focus is on developing an initial information and infrastructure development strategy that is aligned to the specific set of business requirements, many of which are driven from the application development stream.

The Organisational QuickScan for Information Development is used to provide an initial assessment of the current state. For CDI this includes the definition of an Application Portfolio and assessing Data Governance levels through IM QuickScan. The SAFE Architecture is used as a starting point to define the strategic conceptual architecture at the component level and a set of high level solution architecture options.

The value of CDI comes from churn management, marketing expense management,targeted marketing and cross- and up-selling. These activities within CDI are enabled by clustering customers by commonalities, ranking customers by important measures, such as profit or spend and determining Customer Lifetime Value (CLV) which is an estimated customer profitability for next n years. CLV can be a projection of the last n years of profits or an average projected CLV of a representative customer segment if there is not enough data from the customer to determine a projection yet.

Technology Assessment and Selection Blueprint (Phase 2)

All activities from the Technology Blueprint phase of MIKE2.0 will be required for CDI, which may involve implementation of a number of new technologies.

In phase 2 of MIKE2.0, a diligent approach is applied to establish the technology requirements at the level needed to make strategic product decisions. Once inline with the overall business case, technology selection can then take place during this phase. Before implementing these technologies, standards are put in place related to the SDLC process before implementing the initial baseline infrastructure.

Also in phase 2, the Data Governance activities move from establishing the initial organisation to determining how it will function. The strategic set of standards, policies and procedures for the overall Information Development organisation are first established during this phase. The goal is to move to an Information Development Organisation that has established reporting lines into the other aspects of the organisation from a management, architecture and delivery perspective.

Roadmap and Foundation Activities (Phase 3)

The Roadmap and Foundation Activities provide some of the most critical activities for reducing the risk of the CDI programme and providing an integrated conceptual design across multiple solution areas. Therefore, some of the key activities from MIKE2.0 include:

Metadata Management

Due to the complexity of the Customer Data Integration effort, significant metadata artifacts are produced related to data definition, business rules, transformation logic and data quality. This information should be stored in a metadata repository; getting this repository in place from the early stages of the project during the Metadata Driven Architecture is a key aspect of the architectural approach to MIKE2.0.

Data Profiling

Data Profiling conducts an assessment of actual data and data structures and is focused on measuring data integrity, consistency, completeness and validity. As part of this process, data quality issues are identified at the individual attribute level, at the table-level and between tables. Metadata such as business rules and mapping rules are identified as a by-product of this process. It is important to conduct Data Profiling early in the CDI programme to reduce risks of project failures due to data quality issues. Data profiling rules are also operationalised to monitor data quality over time.

Data Re-Engineering

Data Re-Engineering is used to standardise, correct, match, de-duplicate and enrich data across systems. For most CDI efforts, some level of re-engineering is required; re-engineering can make up a significant percentage of the work on some efforts. The process for Data Re-Engineering typically follows the “80/20 rule”, using a repetitive software development lifecycle until data reaches the level that provides the most business value. For historical data, this process often involves moving data into a staging area and re-engineering data in an iterative fashion before finally loading it into a production target. Some of these rules may be operationalised to run in an ongoing fashion.

Data Modelling

The data modelling | process is used out the data stores of any new systems in the CDI environment. Sometimes an intermediary data store is built to bring data together from multiple systems in a hub fashion. This data store provides a common, integrated model where data may undergo significant re-engineering.

The CDI environment will also typically provide an analytical repository that can be used for running marketing campaigns, measuring customer profitability and providing executive information.

Enterprise Information Architecture

MIKE2.0 takes the approach of building out the Enterprise Information Architecture over time for each new increment that is implemented as part of the overall programme. The scope for building the Enterprise Information Architecture is defined by the in-scope Key Data Elements (KDEs) that must be integrated against different systems in the CDI architecture.

Solution Architecture Definition

Due to the complexity of the implementation, the Solution Architecture Definition/Revision must incorporate advanced techniques such as definition of a Services Oriented Architecture and Integrated Operational Data Store. Some architectural techniques that may be employed, such as Active Metadata Integration, may have a significant impact on the overall development approach. The design for testing this will also need to be sophisticated and should also be incorporated into the Solution Architecture.

Prototype the Solution Architecture

Due to the solution complexity, Prototyping the Solution Architecture can be an effective mechanism for testing the conceptual design. For a CDI initiative it can be particularly effective for testing complex areas such as application co-existence, the functionality of the Integrated Operational Data Store and ongoing Data Quality Monitoring.

Design Increment (Phase 4)

All design activities of MIKE2.0 will be required for Customer Data Integration. Listed below is a description of how these activities will be applied in the CDI context.

Information Security Design

The Information Security Design activity is important for CDI, especially in relation to Identity and Access Management. Identity and Access Management ensures that the user accessing the system is who they claim to be to protect systems from incorrect usage.

Data Integration Design

The Data Integration process for CDI initiatives is generally complex enough to warrant a comprehensive design process that covers conceptual, logical and physical design. These integration components are then constructed during Technology Backplane Development.

A Services Oriented Architecture Design should typically be employed due to the ongoing nature of the interfaces and business capabilities that will be built. It will involve the delivery of Interface Services, Business Services and Data Management Services implemented in a fashion so that they are discoverable from a common repository.

Business Intelligence Design

The MIKE2.0 approach to CDI recommends that a Business Intelligence environment be built in parallel with the delivery of the operational systems integration. Therefore the Business Intelligence Design activities from the Overall Implementation Guide should be conducted as this stage.

Incremental Development, Testing, Deployment and Improvement (Phase 5)

Development of the Technology Backplane and Business Intelligence Application will occur during this phase. The earlier activities around Solution Architecture and Incremental Design feed directly into the build process.

Testing

Testing CDI Solutions will very complex. In addition to Functional Testing, End-to-End Testing and UAT, System Integration Testing and SVT will also be required. Testing will need to be performed against historical data loads as well against the ongoing feeds of data into the system.

Deployment and Final Verification

Data is loaded into the production system where some further data quality cleanup may be required. Production Verification Testing is conducted, which should also include functional testing of features that are environment specific. After testing is complete, the system is activated as a live production system. Ongoing activities will be required to monitor all systems in the architecture that share common data.

Continuous Improvement

The Continuous Improvement activities will be important for CDI due to the complexity of the programme and its long-running nature. Of particular importance will be the Continuous Improvement of Data Quality and Infrastructure.

Mapping to Supporting Assets

Logical Architecture, Design and Development Best Practices

A number of artifacts help support the MIKE2.0 Solution for Customer Data Integration:


The following MIKE2.0 Solutions should also be referenced:

Relationships to other Solution Offerings

Similar MIKE2.0 Solutions include:

  • The MIKE2.0 Solution for Data Migration provides an approach for conducting different types of migration programmes, from the simple to the complex. The solution approach for a complex, application co-existence scenario is similar to that for Master Data Management

Extending the Open Methodology through Solution Offerings

Listed below are proposed extensions to the Core MIKE2.0 Methodology to meet the requirements for Customer Data Integration:

Integration to Business Process and Infrastructure

The CDI Solution Offering is focused strictly on the management of information. A more complete solution offering for CDI may focus more extensively on the business process and OLTP application aspects of the solution. Examples may include:

  • Explicitly tie the offering to the key business processes that are enabled through better servicing the customer . This is done through Business Solution Offerings, such as Building the Customer-Centric Systems Architecture.
  • Define business processes for better Customer Relationship Management/Account servicing
  • Define business techniques for better marketing to customer making use of information assets that have been built through techniques such as Householding and Predictive Modelling
  • Describes how the solution fulfills regulatory requirements such as customer privacy laws
  • Supports multi-channel integration into the common customer system.

Through this comprehensive approach, a full solution offering exists related to customer functionality and business process.

Potential Activity Changes

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