SpectrumTechnologyPlatform8.

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PitneyBowesSoftware
ReferenceCode:IT014002647 PublicationDate:18Oct2012 Author:SuryaMukherjee,MadanSheina

SUMMARY
Catalyst
LargeB2Ccompaniescollectsignificantamountsofdataabouttheircustomers,butbecausethisdata iscollectedthroughavarietyofbusinessprocessesandapplications,itsqualitycannotbefully guaranteedatsource.Whendataissourcedfrommultiplesystemsandisnotcomplete,consistent, timely,and/orcorrect,itrequiresconsiderableeffortandcosttomakeitusableforbusinessdecision making.Thekeyistohavesufficientlyrobustdataqualityassurancetoolsandprocessesinplace. Thedataqualityproblemisgettingmoreacutewiththeadventofdatasourcessuchasweb,social media,andmobilebeingconsumedandcapturedbycorporateITsystemsanddatabases.Withthe additionandanalysisofthisdata,organizationsarerealizingthatcustomerrelationshipsdonotalways neatlyfittherelationalrowcolumnmodel,whichhasuntilnowbeenthedefactostandardofdata managementsolutions. PitneyBowesSoftwaresSpectrumTechnologyPlatform8.0(Spectrum8)providesarangeof capabilitiestomanageandmaintainthequalityofbothtraditionalandsocialdata,givingorganizations theconfidencetocreatetrustedinsightsandmakedecisionsbasedoncustomercommunications.

Keyfindings
Incontrasttoothervendorsthathavebuiltuptheirportfoliofrommultipleacquisitions, Spectrumisamatureproductthathasintegrateditsconstituentsolutionsverywell.Asaresult, itcanofferasingleunifiedframeworkacrossitsofferings,andcansharemetadatamoreeasily, reducingintegrationcosts. Ovumisparticularlyimpressedwiththeglobalsentryapplicationandtheenterprisetax managementapplication,bothofwhicharesoldasstandalonesolutionsintheirownright. PitneyBowesSoftwarehasadeepunderstandingofthespecificproblemsplaguingcustomers acrosssectors,andithastargetedcustomerpainpoints. TheSpectrumTechnologyPlatformsoftwareprovidescleansingandenrichmentofinternaland externalcustomerorienteddatasourcesinnearrealtime.

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 Spectrumpossessesauniquesetofcapabilities.Alongwithcoredatamanagementofferings, thesolutionprovidesspatial,social,andpredictivedimensionstohelpdiscoverandvisualize nonobviouscustomerrelationships. SpectrumhasfurtherdevelopeditsMDMcapabilitieswithastrongfocusoncustomersocial networks,usingagraphbaseddatamodelthatisbettersuitedtomirrorrealworldcomplex relations. Spectrumisboostingitstraditionalstrengthsinname/addressvalidationandmatchingwith mobilityandlocationservicesdata. ThecompanyhasastrongpresenceintheAmericasandisslowlybuildingupitsreachin EuropeandAsiaPacific. Thesolutionisstrongincustomerdatamanagementbuthasyettoshowthesamestrengthin financialdatamanagement.

Ovumrecommends
OvumbelievesthatSpectrum8isbestsuitedtolargeorganizationswhosebusinessdependson understandingcustomersandtheirsocialnetworkstodelivertargetedcommunicationsmessaging.This doesnotmeanthatcustomerslookingformoretraditionalMDMusageshouldlookelsewhere.Infact, theproductisextremelywellsuitedforhandlingmostcustomerandproductdatamanagement requests,particularlyforB2Corganizationswithmorethan100,000customersand/or$500minannual revenues.Spectrum8providesbestofbreedcapabilitiesfor: Largerbusinessesthatarelookingtovalidateandenhancecustomerdatatodeliveramore accurateandpersonalizedservice. Organizationsthatrequiredatamanagementcapabilitiesonveryhighvolumesofdata. Organizationsthatwishtodiscoverandcapturealargenumber(over1million)ofverycomplex relationshipsbetweenrecordsandquerymasterdataforsuchrelationships. Organizationsthatcanrequireextensivelocationanalysis,suchasfleetmanagementandtraffic management.

Valueproposition
Apartfromprovidingstandarddataqualityandenrichmentmethods,OvumfindsSpectrum8sdata managementapproachfocusedonitscorecompetencename/addressvalidation,datanormalization andmatching.Usingitsflagshipglobalnamerecognitionandglobaladdressverificationofferings,the vendorprovidesabestofbreeddatamanagementsuiteforenterpriseswhosebusinessrevolves aroundmail,communicationmanagementandmarketingtoaglobalcustomerbase. LatestadditionsinSpectrum8alsomaketheplatformcapableofdetectingsocialnetworksincustomer dataandidentifyingthesepatternstoenabledataminingandpredictiveanalysis.Thesolutionsupports theneedsofdatastewards,ITmanagers,andbusinessusersbytyinginbusinessruleswith

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stewardshipworkflows,providingbrowserbasedaccessforbusinessstewards,andallowing collaborativediscoveryandissuemanagement.

Functionality
TheSpectrumTechnologyPlatformhasacomprehensiverangeoffunctionalitythatcanbesplitinto fourareas: Dataintegration:comprehensiveETLandintegrationthroughSagentDataflow. Dataqualityandgovernance:awiderangeofdataquality,enrichment,andgovernance methods. Masterdatamanagement(MDM):datamanagementonveryhighvolumesofdatafrommultiple sources. Locationintelligence:geolocationcanbeaddedtorecordautomaticallyandeasilyvisualizedor mashedupwithotherdatasets. ThelatestSpectrum8isasignificantreleaseandcomeswithanumberoffunctionalenhancements thatexpandthebreadthanddepthofthesolutionscoreintegrationanddataqualitycapabilities(the architectureofthesolutionisdetailedinFigure1). SomeoftheseadditionshavebeendrivenbyrecenttechnologyacquisitionsbyPitneyBowesSoftware, notably,its2010acquisitionofPortraitSoftware.Asaresult,predictivemodelingandanalysisanddata visualizationhavebeenintegratedintotheSpectrumplatform,alongwiththeadditionofMDM. Thesolutionisgearedtounderstandingandsupplementingcustomerdatawithrelationshipmapping, geolocationcoding,andbetteraddressandnameenrichmentandvalidation.

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Figure1:Solutionarchitecture

Source:PitneyBowes

Spectrum8isbuiltonthefoundationsofSOA,providingorganizationswithanagilewaytoassemble andpublishdataandbusinessservicesforrapidintegrationandreuseacrosstheorganization.Itoffers twotypesofservice:dataandbusiness.Dataservicesarethenamegiventofourmajorgroupsof cookiecutterdatatoolsthatareusedinmostdatamanagementexercises.Businessservices,onthe otherhand,aresolutionsdesignedwithspecificusecasesinmind. SpectrumDataServicesincludesfivemajormodulesthatinteroperatetoprovideaconsistentsingle viewofcustomersacrosstheenterprise.

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 DataIntegrationisbasedonPitneyBowesSoftwaresSagentDataFlowextract,transform,and load(ETL)software,providingrulesbasedtransformationandloadingandarangeofenterprise dataconnectorsforpopularbusinessapplicationsincludingOracleEBS,Salesforce.com,SAP, andSiebel. DataQualityofferscorename,addresscleansing,anddataprofilingcapabilities.Itincludes severaltools:universaladdressingacrossmultiplegeographies,includingUSpostalauthority guidelinesandpublicationsforCASS,SERP,andUPUstandards,andproactiveaddress suggestions;universalnamingparsing,matching,standardization,andconsolidation capabilities,includinganamevariantfinderthatqueriesnamesheldinadatabaseandreturns variations;datanormalization,foridentifying,extracting,andstandardizingdatabasedon previouslyvalidateddataelements;parsingthatallowsuserdefinedontologyusingculture specificorcultureneutralgrammartoidentifyandisolaterelevantdatafromstreamingdata fields;andadvancedrecordmatchingforcomparingnamerecordsagainstreferencedatafrom awidedatabaseofnamevariations. DataGovernanceprovidescontinuousmonitoringandreportingofdataqualityinitiatives.Ithas twocomponents:ProfilerPlus,adatadiscoveryandexaminationtoolthatenablesbusiness userstoprofiledataandidentifykeydataqualityissues;andMonitorPlus,whichenforces businessrulesfordatavalidationthatarebasedonstandardorcustomuserdefined proceduresandthresholdsforspecificapplications. MasterDataManagementisanewadditioninSpectrum8thatissharplyfocusedoncustomer datamanagement.AdifferentiatingfactorofSpectrumsMDMsolutionisthatusesagraph baseddatamodeltostoreandprocessrelationships.Customerrelationshipsanddatatypically donotevolveaccordingtoaneatrelationalmodel,andcanbemoreaccuratelymadetofita graphbaseddatamodel.Asaresult,SpectrumMDMcanhandlemillionsofrelationshipseasily whileothersolutionsinthesamecategorymayfindanythingover50,000relationshipsdifficult tohandle.Theuseofadatamodelalsohelpstoaccuratelycapturerelationshipswithgreat detail,whichallowsitsMDMsolutiontolinkcustomerdatatosocialnetworkdata.However, thereisanadditionaltrainingelementassociatedwithworkingonagraphbaseddatamodels becauseitdoesnotnecessarilyfollowstandardSQLcommands,andadditionaltraining/tooling maythereforeberequired. LocationIntelligenceisforrunningspatialanalysisandmashinguplocationdatawithotherdata sources.ThismodulecombinesseveralofPitneyBowesSoftwareslocationcapabilitiesina toolset.Thetoolsprovideavarietyoflocationverificationmethodstostandardizecustomer records.Therecordsarethenparsedandenrichedwithlocationdimensions,suchaspost codes,latitude,andlongitude.Therecordscanbeusedforlocationanalysissuchasestimating themosteffectivemethodfordelivery,routing,andlogistics. Spectrum8alsooffersindustryandfunctionspecificapplicationscalledBusinessServicesformore operationallyalignedtasks. Theseapplicationsaretargetedatkeepingupwithglobalcompliancerequirementsandvolatile regulatorylandscapes.Forexample:EnterpriseTaxManagementenablescompaniestoaccurately respondtocomplianceissuesandtaxjurisdictionassessments,andGlobalSentryisforcompaniesthat

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mustfollowcompliancerequirementssuchasKnowYourCustomerandotherdeniedpartyscreening andinternationaltradelaws. SpectrumBusinessServicesdeliversapplicationstargetedatbusinessproblemsinspecificverticals. EnterpriseTaxManagementhelpscompaniescentralizecorporatetaxjurisdictionprocessing tasksandsupportscriticaltaxcompliancerequirements.Differenttaxescoveredincludesales tax,payrolltax,personalpropertytax,andinsurancepremiumtax.Ovumnotesthehigh complexityoflocaltaxjurisdictionsintheUS,andbelievesthatawelldevisedsolutionsuchas thiscouldlimittaxoverpayment/underpayment,financialrisk,andregulatoryliabilityfor customers. EnterpriseRoutingistargetedtosupportlogistics,fleet,andmailoperationstohelpcompanies streamlinedeliveryoperationsandrealizecostsavingsfromtheresultingefficiencyand optimization.Routinghelpsmapprecisecustomerlocationandprocessdataacrossevery deliverypoint,identifyingoptimaldistributioncentersandmappingoutoptimalroutes. GlobalSentrybringstogetherPitneyBowesSoftwaresexpertiseindifferentareasofregulatory compliance.Themoduleprovidestoolsforconstantmonitoringofcustomerdatatodetect anomaliesandidentifyareasofnoncompliance.Ovumnotesthatwiththeevolutionof internationallawsoncompliance,governmentshavetransferredtocompaniestheonusof verificationofsuspiciousactivity.Businessesarealsoexpectedtobeawareoflawsthatimpose financialsanctionsagainstdesignatedcountries,individuals,andorganizationsonpublished watchlists,makingnecessarytheconstantmonitoringoftransactionaldataandruntime decisionmaking.Thismoduledeliverscomprehensiveintelligenceformajorcompliance regulationsincludingPatriotAct,OFAC,SarbanesOxley(SOX),HIPAA,andGrammLeach Bliley.

Gotomarketstrategy
Spectrum'sprimarytargetmarketislargeB2Corganizationswithmorethan100,000customersand revenuesofover$500m.Keyverticalsincludefinancialservices,insurance,telecommunications, utilities,andthepublicsector.AccordingtoPitneyBowesSoftware,therearemorethan894existing Spectrumcustomers(publishedcasestudiesincludeWillisRe,Schwanns,MSCDirect,CIMBBank, and1stGuardInsurance).Approximately80%ofSpectrumrevenuescomefromdirectsales,withthe remaindersplitbetweenVARandOEMchannels.KeytechnologypartnersincludeInformatica (Siperian),IBM(InitiateSystems),SAP,Siebel,Oracle(SilverCreek),andAmdocs.Keyimplementation anddistributionpartnersincludeAccenture,HCL,Headstrong,Infosys,EvaxysUK,andAlicorniaSouth Africa. ThemajorreleasecyclesforSpectrumarecurrentlysixtoninemonths.Plannedfunctionalityforfuture releasesincludesarewriteofthecapabilitiesofSagentDataflowtoallowforBIfunctionalityand integrationintoSpectrum.ThevendoralsoplanstointegratePitneyBowesSoftwaresPortraitanalytics

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andpredictivecapabilitiesmoretightlyintoSpectrumsothatitcanbuildastronganalyticalMDM solution.

Deploymentexamples
MSCIndustrialDirect MSCIndustrialDirect,averylargedirectmarketerofindustrialsuppliesandequipment,soughta customerdataqualitysolutiontobettermanageandcontrolitsduplicatecustomerinformation.After evaluatingmultiplevendors,thecompanyimplementedthePitneyBowesSoftwaresDataQuality Solution.Thecriteriaforselectionincludedanumberoftechnicalandfunctionalrequirements,including usability,flexibility,costeffectivenessandeaseofintegrationwithexistingITsystems.Thecompany usesittocleanseduplicaterecords,minimizeexposure,andtrackprospects. MasterCardInternational MasterCardInternational,aglobalfinancialservicesprovider,hadmillionsoflocationsworldwide.The companywantedtohelpitsclientsquicklylocatesiteseasilywithinitsmassivedatabase,which requiredinformationtobepresentedaccuratelyaslistsandmaps,accessiblebyphoneorweb. MasterCardturnedtothePitneyBowesSpectrumTechnologyPlatform,basingitsselectiononPitney Bowesattentiontodataquality,bestinbreedgeocodingcapabilities,anditspartnershipapproachto technicaldesignandsupportthatensuredrapidimplementationofaclientspecificdatainterface.

DATASHEET
Keyfactsaboutthesolution
Table1:Datasheet
Productname Versionnumber Industriescovered SpectrumTechnology Platform 8.0 Financialservices,insurance, telco,utilities,publicsector Principaltargetmarketislarge B2Corganizationswithover $500minannualrevenues. Theseorganizationstypically manageandinteractwith morethan100,000 customers/citizens. Productclassification Releasedate Geographiescovered EnterpriseDataManagement June2012 NorthAmerica,Central America,SouthAmerica, EMEA,AsiaPacific MicrosoftWindows Linux CentOS Solaris AIX HP/UX Languagessupported English,French Japanese.Spanish,and Portuguesesoon. Licensingoptions Perpetual Term

Relevantcompanysizes

Platformssupported

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SaaS Deploymentoptions Onpremise SaaS Hybrid URL www.pb.com/software Companyheadquarters Route(s)tomarket Direct(80%) VAR(10%) OEM(10%) 1ElmcroftRoad Stamford,CT06926 USA

Source:Ovum

APPENDIX
Methodology
OvumTechnologyAuditsareindependentproductreviewscarriedoutusingOvumsevaluationmodel fortherelevanttechnologyarea,supportedbyconversationswithvendors,users,andserviceproviders ofthesolutionconcerned,andindepthsecondaryresearch.

Authors
SuryaMukherjee,SeniorAnalyst,InformationManagement surya.mukherjee@ovum.com MadanSheina,LeadAnalyst,InformationManagement madan.sheina@ovum.com

OvumConsulting
Wehopethatthisanalysiswillhelpyoumakeinformedandimaginativebusinessdecisions.Ifyouhave furtherrequirements,Ovumsconsultingteammaybeabletohelpyou.Formoreinformationabout Ovumsconsultingcapabilities,pleasecontactusdirectlyatconsulting@ovum.com.

Disclaimer
AllRightsReserved. Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformby anymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorpermission ofthepublisher,Ovum(anInformabusiness).

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Thefactsofthisreportarebelievedtobecorrectatthetimeofpublicationbutcannotbeguaranteed. Pleasenotethatthefindings,conclusions,andrecommendationsthatOvumdeliverswillbebasedon informationgatheredingoodfaithfrombothprimaryandsecondarysources,whoseaccuracyweare notalwaysinapositiontoguarantee.AssuchOvumcanacceptnoliabilitywhateverforactionstaken basedonanyinformationthatmaysubsequentlyprovetobeincorrect.

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