Data Integration Strategy: Mark Mitchell Senior Product Specialist - EMEA

Data Integration Strategy
Mark Mitchell
Senior Product Specialist - EMEA
The development, release and timing of any Informatica product described herein remains at the sole
discretion of Informatica. This information should not be relied upon in making a purchasing decision.
1
Data Integration Product Strategy
• Project Specific Solutions

• Targeted at Broader DI Use Cases
• Includes Some Industry Verticals
• Role Specific Tools
• Encompassing Full DI Lifecycle
• Integrated Workflow
• Common Services & Frameworks
• Single Integration Engine for ETL, EII
• Comprehensive Orchestration Support
• Ajax and Eclipse UIs
• Model-based Repository
Informatica confidential. For discussion only. Do not distribute. 2

Project Specific Solutions
Improve Modernize Merge & Increase Outsource

Business Decisions & Business Non-core
Business & Acquire
Imperatives Regulatory Reduce IT Profitability Functions
Compliance Costs
Business Legacy Application Customer,

Supplier, BPO
IT Intelligence Retirement Consolidation SaaS
Product Hubs
Initiatives
Data
Integration
Projects
Data Data Data Master Data Data Data

Warehouse Migration Consolidation Management Synchronization Quality

Role Specific Tools
Need User % Lifecycle

Discover & Define business terms, domain values and Business Analyst High
Define high level semantics. Profile source data
Analyst Focused Product
systems. Create integration specs. Define
business rules.
Architect & Build (or import) model of key business Data Specialist/ Medium
Design entities. Document relationships
Architect between
FocusedArchitect
Product
data objects and source data. Model
service interfaces.
Develop & Build ETL mappings/workflows + views for Developer/ Low
Process end pointing Informatica 8.xProgrammer
- 7.x
Admin & Deploy and manage changes in large scale Administrator Low
Operate environments. High availability,Informatica
grid, 8.x
pushdown. Unified administration, security.

Common Services & Frameworks = Major New Capabilities
Project Specific Replication/ Cross- Other INFA BU

Solutions Migration
Bulk Sync Enterprise Products
(Ajax)
Role Specific Tools

(Ajax, Eclipse) Analyst Architect Developer Administrator
Informatica Services Framework

Transformation Cleansing Profiling Catalog
Shared Services, Rules Mgmt. Orchestration WSH Reporting

Single Processing
Engine Common Integration Engine
(Batch, Real-time, On Demand, Caching)
Foundation Services
(Repository, Grid, HA, Security, Admin., Logging, Licensing, etc.)
Connectivity Services

Major Release Timeline
Galileo Release
1H 2009
Da Vinci Release
2H 2008
1H 2008 Modeling, Federation

(Architect)
2H 2007
Governance, Orchestration
“XE” Platform (Analyst)
2H 2007 Replication/Bulk Sync Solution
PC/PWX 8.5
Q3 2007
Migration Solution,
Data Masking Solution
Cross-Enterprise
Solution
Mission-Critical Deployments
(Admin, Operator)

Informatica 8.5 Release
Release Summary
CHARTER
• Delivering enterprise grade data integration
• Supporting Integration Competency Centers (ICCs)
• Focus: Administrators and Operators
• Delivery timeframe: GA Released 12 Oct 2007
KEY CAPABILITIES
• Simplified web services deployment

• Dynamic workflow concurrency
• Improved real-time, synchronization support
• Unified administration, enterprise grade security
• More productive metadata discovery and analysis
• 200+ incremental enhancements to existing capabilities

Integrated Platform for Discovery & Definition
Glossary
Management
Profile, Cleanse
& Integrate
Analyst
Specify
Rules
Developer
Active
Collaborate
Scorecard

PowerCenter Data Masking

9
Data Masking Feature Summary
• Protects sensitive information by transforming it into

de-identified, realistic-looking data while retaining
original data properties
• Data remains relevant and meaningful

• Preserves the shape and form of individual fields
• Preserves intra-record relationships
• Preserves join / foreign key relationships
John Smith Glen Carter

654-65-8945 654-45-2643
4739-1146-8075- 4739-1102-3517-8842
5716 342 54th Street
100 Cardinal way New York
Redwood City

Business Drivers & Requirements
Per Incident Cost of Data Breach¹

• Manage Risk
• Minimize risk of a data security • $197 per record ($239 in Fin Serv)
breach • $6.3 million average
• $225k - $35m range
• Regulatory Environment
• Improve compliance with data
Organizations Admitting Non Compliance²
privacy laws & regulations
Sarbanes-Oxley, 28%
• Globalization
Gramm-Leach-Bliley Act, 14%
• Reduce costs through outsourcing
& offshoring California database breach notification act, 15%
HIPAA, 40%
EU Data Privacy Directive , 45%
¹2007 Annual Study: Cost of a Data Breach, Ponemon Institute

²Global State of Information Security 2006, CIO & PricewaterhouseCoopers

The challenge in data privacy
is sharing data while
protecting personal information

Protecting Sensitive Data
Restrict Access, Mask Private Data
• Development and Testing John Smith

654-65-8945
4739-1146-8075-5716
• Training 100 Cardinal way

Redwood city
• Support
Glen Carter
• Data Analysis 654-45-2643

4739-1102-3517-8842
342 54th Street
New York
• Outsourcing and Offshoring

Business Use Cases
A Financial Services Organization needs to setup an offshore development center

for lowering the IT costs
Challenges • Offshore environment needs production-like data for reliable
development and testing of applications
• 200+ applications containing sensitive data in a variety of databases
(e.g. Oracle, DB2) and files (e.g. VSAM) with many inter-dependent
tables
• Needs to ensure that access to all sensitive data is restricted to
users who have a “Need-to-know”
• Sensitive fields include Name, Address, SSN, Credit Card Number,
Account Number, etc
Solution PowerCenter Data masking option can preserve referential integrity

and intelligently mask SSN, Credit Card Number, etc while providing
realistic data to development and test environments

Business Use Cases
A Health Care Provider needs to outsource the analysis of health related data to a
third party marketing research firm
Challenges • It needs to mask all sensitive health related information to comply

with privacy laws like HIPAA
• Sensitive fields include Name, Address, Age, Date of Birth, etc
• Masked data must remain as close as possible to the original data to
ensure proper data analysis
• For example, the date of birth needs to be masked but have to
maintain the same age
Solution PowerCenter Data masking Option provides features like Blurring,

Mask format, Name, Address substitution, etc to de-identify sensitive
data while maintaining the original data characteristics.

The Informatica Product Platform
Automating Entire Data Integration Lifecycle
Audit, Monitor, Report

Ensure data consistency, perform impact analysis and
Deliver de-
Source live data continuously monitor quality identified data to
from any system Monitoring & other
in batch or reporting of environments
real-time Data Explorer Data Quality
adherence to
security policies
Access Discover Cleanse Integrate Deliver

Unstructured Search and profile Validate, correct and Transform and Exchange data at
or structured any data from any standardize reconcile all the right time, in
in batch or source all data types data types and the right format,
real-time Industry across any
formats platform
Discover and Define data
profile sensitive masking rules
PowerExchange data from any and apply PowerCenter
system transformations + Data Masking option
Develop & Manage

Develop and collaborate with common repository and shared metadata

Masking Production Data for Test Environment
Production Environment Test Environment
Mainframe and Mainframe and

Mid-Range Mid-Range
Packaged Packaged
Applications Applications
PowerCenter +
Relational and Relational and
Flat Files Data Masking Option Flat Files
Standards and Standards and

Messaging Messaging
Data Masking Option is
licensed per
Remote Data PowerCenter repository Remote Data

Use data masking
transformations in
PowerCenter mappings

PowerCenter Data Masking Option
Key Features
• Multiple techniques and algorithms

• Random Masking
• Blurring
• Key Masking for preserving referential
integrity
• Substitution
• Specialized, built-in rules and content
• Name and Address content
• Special fields like SSN, Credit Card,
Phone Number, etc
• Pre-packaged sample mappings
• Component of data integration platform
• Universal data access
• Rich transformation capabilities
• Auditing and Reporting

Random Masking
• Replace sensitive field with a randomly generated value

subject to various constraints
• Range – Minimum and Maximum boundaries
• Blurring – Fixed or Percent variance to the original value
• Mask Format – Format specification for retaining the data
structure
Character Description
A Alphabetical characters
D Digits
N Alphanumeric characters
X Any character
+ No character masking.

Random Masking - Example
Customer Customer
CUSTID FULLNAME CREATEDDATE CUSTID FULLNAME CREATEDDATE
117 Andrew Davies 4/16/1996 448 Kan Crone 3/2/1976
638 Elizabeth Murphy 1/14/1998 259 Ludie Dowden 9/5/1982
890 Richard Block 4/6/2000 913 Jarad Bayne 11/19/2004
Customer Accounts Customer Accounts

ACCTID CUSTID BALANCE STARTDATE ACCTID CUSTID BALANCE STARTDATE
AS-09615 117 5197 11/12/2004 RW-07778 448 5268 11/12/2004
SJ-04108 117 8047 3/2/2007 VB-55856 448 7555 3/2/2007
FX-56312 638 162 7/27/2005 SX-00685 259 170 7/27/2005
Production Database Test Database
• ACCTID is masked using Mask Format to preserve the structure, two alphabetic characters
followed by a hyphen followed by five numeric characters
• CREATEDDATE is masked using Range masking, to generate a random date between 01/01/1950
and 01/01/2010
• BALANCE needs to be blurred plus or minus 10% in order to preserve the distribution of balances
across all accounts

BALANCE – number datatype
Blurring – Mask BALANCE with a

value that is within + or - 10%
range of the original value

CREATEDDATE – date datatype
Range – Generate a random

date between 01/01/1950 and
01/01/2010

ACCTID – string datatype
Mask Format – Mask ACCTID

while preserving the structure,
two alphabetic characters, retain
the third character followed by
five numeric characters
Result string replacement

characters can be used to specify
characters to mask and replace. For eg.,
Use only uppercase alphabetic
characters

Key Masking
• Generate repeatable values to preserve referential

integrity
• Seed based algorithm returns the same data each
time the source value and seed value are the same
• Configure the same seed value for masking the
primary key and foreign key columns
• Change seed value to produce a different set of
repeatable data

Key Masking - Example
Customer Customer
CUSTID FULLNAME CREATEDDATE CUSTID FULLNAME CREATEDDATE
117 Andrew Davies 4/16/1996 448 Kan Crone 3/2/1976
638 Elizabeth Murphy 1/14/1998 259 Ludie Dowden 9/5/1982
890 Richard Block 4/6/2000 913 Jarad Bayne 11/19/2004
Customer Accounts Customer Accounts

ACCTID CUSTID BALANCE STARTDATE ACCTID CUSTID BALANCE STARTDATE
AS-09615 117 5197 11/12/2004 RW-07778 448 5268 11/12/2004
SJ-04108 117 8047 3/2/2007 VB-55856 448 7555 3/2/2007
FX-56312 638 162 7/27/2005 SX-00685 259 170 7/27/2005
Production Database Test Database
• Customer and Customer Accounts tables have to be masked consistently to preserve referential
integrity
• Maintain repeatability. For example, mask “117” to “448” again and again
•Change repeatable value for different runs. For example, mask “117” to “448” for test environment
but to “772” for development environment

Key Masking - Example
Seed – Same seed value is used

while masking the primary key
and foreign key fields to preserve
referential integrity

Special built-in masking rules
• Built-in rules for commonly known sensitive fields

• Credit Card Number
• Generate a random but valid credit card number using Luhn
algorithm
• Preserve Issuer Identifier (Visa, Discover, etc), the first 6 digits of
the CC Number
• Social Security Number

• Generate a random Social Security Number that has not been
generated yet
• Uses High group file provided by Social Security Authority
• Download latest high group file for keeping up-to-date

Special built-in masking rules
• Phone Number
• Generate a random phone number but preserve the incoming
phone format
• Email Address
• Generate a random email address of the correct format with @, .,
etc
• URL
• Generate a random URL value with the correct format
• IP
• Generate a random IP address within the same network range

Special built-in masking rules - Example
Customer
PHONE EMAIL SSN CREDITCARD
(206) 923-3477 bmurphy@illuminetss7.com 275-85-8158 4552-7473-4192-6624
6682848046 deborahashea@lmco.com 271-85-8451 4465-8580-5809-1951
Customer
PHONE EMAIL SSN CREDITCARD
(988) 676-4900 ir6NKRi@JuBlAlgI07WR.AEb 275-53-0840 4552-7464-3620-2545
8056642448 78dgrJMg9gU1@laoQ.fGf 271-43-3410 4465-8564-7382-9054
• Mask Phone while retaining the same format
• Mask Email while retaining the correct email format
• Generate an SSN with the correct format but that has not been issued so far
• Generate a valid credit card Number while preserving the issuer identifier number

Special built-in masking rules - Example

Substitution – Name and Address
• Generate random but realistic looking values for Names

and Addresses
• Packaged substitution datasets
• First Names (Male and Female)
• Last Names
• Address
• PowerCenter Lookup transformation is used for

performing random lookup against the provided datasets
• Pre-packaged sample mappings that demonstrate
substitution mechanism

Substitution - Example
Customer
FULLNAME STREET CITY STATE
John Smith 100 Cardinal way Redwood City CA
Andrew Davies 5400 Carillon Pt Kirkland WA
Customer
FULLNAME STREET CITY STATE
Glen Harrison 6 Meadows Pkwy Olympia WA
Kan Crone 9001 Stockdale Hwy Bakersfield CA
• Randomly substitute values from included content
• Name Masking. For example, mask John Smith to Glen Harrison
• Address Masking. For example, mask 100 Cardinal way to 6 Meadows Pkwy

Substitution – Mapping
First Name Lookup – Use

firstnames.dic file
Data Masking Transformation

– Generate random numbers for
lookup
Surname Lookup – Use

surnames.dic file
Address Lookup – Use

Address.dic file

Orchestration
35
Informatica BPM Functionality
Data Service Orchestration and Human Workflow
Informatica Informatica Informatica

Orchestration Orchestration Human
Designer Server Workflow

Orchestration Designer
• Eclipse based
• Visual and Source editors for BPMN, XFORM,
WSDL, XSD etc.
• Drag and drop interface eliminates coding (and
errors!)
• Import and Export of standard artifacts (WSDL, XSD
etc.)
• Single-click Deploy

Orchestration Server
• BPEL engine
• Executes BPEL code generated by Orchestration
Designer or by third party
• Interaction with external participants is exclusively
based on Web Services technology (WSDL)
• Supports long running processes
• Newer versions of processes can be deployed without
terminating existing versions

Human Workflow
• Designed as XFORMS (Web 2.0) using

Orchestration Designer
• Deployed to Orchestration Server along with
generated BPEL code
• Rendered by Orchestration Server and delivered to
browser

BPMN - Highlights
•A standardized means of illustrating a business

process
• Useful for documenting business process
• Useful in IT for documenting technical process

BPMN Diagram - Sample

Process Monitoring
“Where are we at on the ABC project / deal / claim/ account?”
Zoom and
Timeline Control Shows
Event
Information
Shows
Proces
s Path

Uses for Orchestration
• Sequencing
• Start a process after the completion of another process or after a specific time has
been reached
• Synchronization of master data
• Synchronize master data between multiple independent data sources
• Conditional Logic
• Take differentiated action depending on the outcome of another process activity
• Different handlers for System and Business exceptions
• Human Workflow
• Complex decisions requiring human intervention
• Looping
• Iteratively execute a process activity based on standard looping criteria (for, while,
repeat-until)

Thank You
44

Data Integration Strategy: Mark Mitchell Senior Product Specialist - EMEA

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Data Integration Strategy

• Project Specific Solutions

Informatica confidential. For discussion only. Do not distribute. 2

Improve Modernize Merge & Increase Outsource

Business Legacy Application Customer,

Data Data Data Master Data Data Data

Informatica confidential. For discussion only. Do not distribute. 3

Need User % Lifecycle

Informatica confidential. For discussion only. Do not distribute. 4

Project Specific Replication/ Cross- Other INFA BU

Role Specific Tools

Informatica Services Framework

Shared Services, Rules Mgmt. Orchestration WSH Reporting

Informatica confidential. For discussion only. Do not distribute. 5

1H 2008 Modeling, Federation

Informatica confidential. For discussion only. Do not distribute. 6

• Simplified web services deployment

Informatica confidential. For discussion only. Do not distribute. 7

Informatica confidential. For discussion only. Do not distribute. 8

Informatica confidential. For discussion only. Do not distribute. 9

• Protects sensitive information by transforming it into

• Data remains relevant and meaningful

John Smith Glen Carter

Informatica confidential. For discussion only. Do not distribute. 10

Per Incident Cost of Data Breach¹

EU Data Privacy Directive , 45%

¹2007 Annual Study: Cost of a Data Breach, Ponemon Institute

Informatica confidential. For discussion only. Do not distribute. 11

Informatica confidential. For discussion only. Do not distribute. 12

• Development and Testing John Smith

• Training 100 Cardinal way

• Data Analysis 654-45-2643

Informatica confidential. For discussion only. Do not distribute. 13

A Financial Services Organization needs to setup an offshore development center

Solution PowerCenter Data masking option can preserve referential integrity

Informatica confidential. For discussion only. Do not distribute. 14

Challenges • It needs to mask all sensitive health related information to comply

Solution PowerCenter Data masking Option provides features like Blurring,

Informatica confidential. For discussion only. Do not distribute. 15

Audit, Monitor, Report

Access Discover Cleanse Integrate Deliver

Develop & Manage

Informatica confidential. For discussion only. Do not distribute. 16

Production Environment Test Environment

Mainframe and Mainframe and

Standards and Standards and

Informatica confidential. For discussion only. Do not distribute. 17

Informatica confidential. For discussion only. Do not distribute. 18

• Multiple techniques and algorithms

Informatica confidential. For discussion only. Do not distribute. 19

• Replace sensitive field with a randomly generated value

Informatica confidential. For discussion only. Do not distribute. 20

Customer Accounts Customer Accounts

Production Database Test Database

Informatica confidential. For discussion only. Do not distribute. 21

Blurring – Mask BALANCE with a

Informatica confidential. For discussion only. Do not distribute. 22

Range – Generate a random

Informatica confidential. For discussion only. Do not distribute. 23

Mask Format – Mask ACCTID

Result string replacement

Informatica confidential. For discussion only. Do not distribute. 24