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Tales from a Master Data

Management Road Trip


 
March 17, 2010
 
1:30 – 2:30 pm

Art Garanich Jaime Fitzgerald

Architects of Fact-Based Decisions™

2010-3-17 Enterprise Data World Presentation 1


Table of Contents

1 Introducti
on

2 Overview : Why Did We Embark on This


Journey?

3 Key Landmarks on the


Journey
Jo an

4 A Crucial Turning Point : Moving to


Tr

Execution
ur sf
ne or

5 Lessons
y ma

Learned
of ti
MD on

6 Results : What Makes it All


Worthwhile
M

2010-3-17 Enterprise Data World Presentation 2


Table of Contents

1 Introducti
on

2 Overview : Why Did We Embark on This


Journey?

3 Key Landmarks on the


Journey
Jo an

4 A Crucial Turning Point : Moving to


Tr

Execution
ur sf
ne or

5 Lessons
y ma

Learned
of ti
MD on

6 Results : What Makes it All


Worthwhile
M

2010-3-17 Enterprise Data World Presentation 3


Introduction :
What Are We Going to Cover Today?

 
Today, we would like to:

§ Introduce ourselves

§ Share our experiences on the “Journey of MDM


Transformation”

§ Share the lessons we’ve learned – what worked well, what


didn’t

§ Answer questions you may have

§ Encourage others to start their own transformation!

2010-3-17 Enterprise Data World Presentation 4


Who Are We?

Art Garanich Jaime Fitzgerald

Architects of Fact-Based Decisions™

§Private label credit card §Boutique strategy consulting


issuer firm focused on fact-based
bout My Company §Subsidiary of Bridgestone decisions
Firestone §Takes a holistic approach to
turning
“data into dollars ”
§25 Years in Technology §13 years in Management
§Focus on legacy modernization Consulting
About Me §Focus on the strategic value of
§Enjoys metaphors and parenting
data, and helping companies
profit from it
§Enjoys cycling and parenting

2010-3-17 Enterprise Data World Presentation 5


Table of Contents

1 Introducti
on

2 Overview : Why Did We Embark on This


Journey?

3 Key Landmarks on the


Journey
Jo an

4 A Crucial Turning Point : Moving to


Tr

Execution
ur sf
ne or

5 Lessons
y ma

Learned
of ti
MD on

6 Results : What Makes it All


Worthwhile
M

2010-3-17 Enterprise Data World Presentation 6


Before our Journey , the Data Environment at CFNA was
“ Messy ”
CFNA’s data environment was not actively managed…causing pain and tension in
 

many places

 
Our Legacy Data Environment
Prior to our MDM Transformation, we faced:
 

§ Multiple platforms
§ Numerous locations of data
§ Limited documentation of:
– Data locations
– Data elements
– Relationships between elements
– Business rules
– Business purposes & users of data
– Data flow
– Existing documentation not always utilized
§ No holistic view of our customers
§ Extremely time-consuming to pull new
information
§ Significant tension between business
users, analysts, and IT staff

 T h is p re se n ta tio n is a b o u t o u r jo u rn e y to “ a b e tte r p la ce ”

2010-3-17 Enterprise Data World Presentation 7


E x a m p le s o f th e T e n sio n “ B a ck T h e n ”

r data, systems, and product features are holding us back!”

Sales and Marketing

Analytics Team Operations Functions

s of“When
dollars
I talk
in to
newcustomers
value… but
I scroll
it tookthrough
forever12toscreens
obtainto
andfind
clean
thethe
infodata
I !”
need…then I do

2010-3-17 Enterprise Data World Presentation 8


Examples of the Tension “ Back Then ”

§So they kept demanding more new reports


Users didn ’ t trust
existing reports . . .
§They created “homegrown” reports with “surprising resu

Executives An unhealthy relationship


de - prioritized developed between users
fact - based decisions and IT …

have data to measure


“I THINKcustomer
we should
“value
Whytry.”“new
bother pricing
Before ….”
I can
asking tell
for you whatthey
something I want
can’tfrom
do?”it, I need to

2010-3-17 Enterprise Data World Presentation 9


An Ongoing Journey Towards Improvement
Our adventure got underway via three main phases…

Phase of 1 2 3
Journey Suffering Led … and to a
to Interest … Which Led to Desire for A Cure Never
…- Ending Journey
“What is MDM?” “How do we get there?” Towards Better MDM …
“Should I care?” “Feeling better every day”

State of
Informati MDM Knowledge: Low There Is a Cure! MDM Function Setup
on

Landscape Data Situation: Messy Get Me to It! MDM Governance in Place


:

Many Pain Points… Where To? “Show me the Results!”

Results Brittle Systems “Targeted” Application to Gain:


of List of Pain Points Growing
“We can’t change that!”
Current §More confident decisions
State : §More effective system modernization
Complexity Increasing Let’s Stop the Bleeding …
“Here’s a workaround.” §Reduced operational risk
§More transparency
Data Quality: Low …And Start with the Basics

2010-3-17 Enterprise Data World Presentation 10


Table of Contents

1 Introducti
on

2 Overview : Why Did We Embark on This


Journey?

3 Key Landmarks on the


Journey
Jo an

4 A Crucial Turning Point : Moving to


Tr

Execution
ur sf
ne or

5 Lessons
y ma

Learned
of ti
MD on

6 Results : What Makes it All


Worthwhile
M

2010-3-17 Enterprise Data World Presentation 11


Key Landmarks
Since beginning this journey, we passed four key landmarks…

Key Landmark : What it was like :

me problems were SO painful and SO immediate, we needed to apply MDM principles “surgically” even before we had a fully f
r example1: building our customer profitability database, we encountered and solved data quality issues and created a “safe

Stopping the Bleeding

2 §A few early wins on analysis increased the appetite for even better information
§The organization recognized the role of MDM in improving information AND agility
§The IT department shifted towards more strategic imperatives
Getting Buy - in & Alignment

3 §We built a new MDM function to define and institutionalize key best practices
§Established our policies, standards, governance, and stewardship roles
Building the MDM§WeFunction
reached a fork in the road: lots of new knowledge built, where should we begin apply

4 §The list of pain points is long: we realized that we can’t “boil the ocean”
Turning the Corner §We developed a “targeted approach” to applying MDM capabilities
to
§Our first successful case: a new Data Warehouse for the growing analytics team
“ Targeted Application ”

2010-3-17 Enterprise Data World Presentation 12


About “ Stopping the Bleeding ”
We had tried many times to fix data-related problems, without addressing the

root issues well…

You can TRY and FAIL to If the skills , experience , and


stop the bleeding . . . best practices are missing . . .

New SQL instance with


consolidated data This preserved existing problems with data and created

Created self-serve Led to more misuse of data


data access via Intranet (right data, wrong use)

“Home-grown data stores” Data security issues arose

2010-3-17 Enterprise Data World Presentation 13


Our First Landmark : “ MDM Critical Care ” to “ Stop the
Bleeding ”
We needed to stop the bleeding before we could resolve the systemic patterns

causing them…
Symptom Symptoms
s (Immediat Diagnosis
(Systemi e)
c)
Systemic Issue : Immediate Issue :
“ The Downward Spiral ” “ Toxic Data ”
1. A Systemic Problem w / Data Systems . Frequent symptoms point to a larger

. Request for Change to Systems / Data


High Stakes Analysis Underway . . .

Prescriptions

2. Workaround Solution Data Quality Low


Change the Way you Manage Data . Manage data as distinct from systems or processes,

3. Increased Complexity Strategic Growth At Risk


1. Short
2. -term
Once: bleeding
stop the stops
bleeding
: deal with the more fund

2010-3-17 Enterprise Data World Presentation 14


Our Second Landmark : Gaining Buy - In
We took the time to “connect the dots” in ways that built buy-in for an MDM

function…
Drivers of Buy - In How Buy - In Was “ Formalized ”

Strategy for Growth

Required more analytics


Required better systems, new products, etc.

§Creation of MDM function

§Establishment of governance
Value of Analytics Increases

§Skills and knowledge built and acquired


§High profile “wins”
§Desire for more

Dissatisfaction with Status Quo

2010-3-17 Enterprise Data World Presentation 15


Our Third Landmark : Building the MDM Function
Establishing the function included creation of 1) the MDM Team itself and 2) the
data stewards…

§Responsible for optimizing the benefits of data at the


enterprise level
§Reviews and advises on MDM consequences of IT/Business
MDM Team changes
(Enterprise Level) §Builds & Maintains MDM function, including:
1)Guiding principles

2)Essential capabilities

3)Documentation

1 . Sales & Marketing


2 . Operations 3 . Finance 4 . Analytics
5 . Information Technology

Data Stewards (Department Level)

§Responsible for optimizing the benefits of data at the departmental level


§Responsible for ensuring standard use of data according to MDM principles and standards
§Ensures clear business requirements with regard to data elements, usage, business rules, and
communication with IT

2010-3-17 Enterprise Data World Presentation 16


Our Fourth Landmark : Turning the Corner to “ Targeted
Application ”
To get value from our investment, it was essential to move from theory to

execution…

Selection of Opportunities

Pain-Point Identification Initiative-Level Prioritization


Prioritization of Pain Points Resource Allocation

Application of MDM Principles

Implementation standards and Integration with SDLC (System


frameworks Development Lifecycle) and Project


Tools Management Standards

2010-3-17 Enterprise Data World Presentation 17


Table of Contents

1 Introducti
on

2 Overview : Why Did We Embark on This


Journey?

3 Key Landmarks on the


Journey
Jo an

4 A Crucial Turning Point : Moving to


Tr

Execution
ur sf
ne or

5 Lessons
y ma

Learned
of ti
MD on

6 Results : What Makes it All


Worthwhile
M

2010-3-17 Enterprise Data World Presentation 18


Execution
 
At first, we were overwhelmed with choices . . .

 
Where to start? What
destination first?
Our Legacy Data Environment
Prior to our MDM Transformation, we faced:
§ Multiple platforms
§ Numerouslocations of data
§ Limited documentation of:
– Data locations
– Data elements
– Relationships between elements
– Business rules
– Business purposes & users
– Data flow
– Existing documentation not always utilized
§ No holistic view of our customers
§ Extremely time-consuming to pull new information
§ Significant tension between business users,
analysts, and IT staff

2010-3-17 Enterprise Data World Presentation 19


Our Solution : “ Work Backwards from the Goal ” of ROI on
MDM Programs

Ultimate Goal = Return on Investments in MDM Programs

How Do We “Bridge this


Gap”?

Precondition : Application of MDM Principles in High ROI Ways . . .

Applied Case 1 Case 2 Case 3 Case 4

2010-3-17 Enterprise Data World Presentation 20


“ Unpacking the Steps ” on the Pathway to ROI . . .

Ultimate Goal = Return on Investment


Precondition
s:
1. Organizational Commitment
Commitment  Understand Problems it Solves, and Therefore the Value Proposition
 Understand Concepts, Principles, Application, and High-Level Techniques to Measure Value

2. Develop Governance Capability : “ How do we manage this? ”


Governance
 Principles  Governance Framework
 Best Practices  Data Stewardship Roles and Processes

3. Capability to Select & Execute on the Best Opportunities


Selection
 Pain-Point Identification  Initiative-Level Prioritization
 Prioritization of Pain Points  Resource Allocation

4. Apply MDM Principles & Best Practices to High - Impact Use - Cases
Execution
Implementation Standards and Frameworks Integration with SDLC (Solution Development

Tools Lifecycle) and Project Management Standards

2010-3-17 Enterprise Data World Presentation 21


Challenges at Each Stage

Stage (Precondition) Challenges Solutions and Learnings

1. Organizational Without broad buy-in, implementation will beUse specific examples to help people

Commitment “messy” understand the problems MDM solves


The linkbetween MDM and business results Solve a problem right away, even if this

is not obvious to everyone. Some people happens before a full-fledged program


NEED specifics to believe in it… exists
2. Develop Governance There is a lot to learn
 Align governance with OTHER key

Capability: “How do We Governance requires ongoing commitment areas where standards already exist
Manage This?” Governance alone doesn’t unlock results Link with Knowledge Management

Maximize cross-functional breadth

3. Capability to Select Users often report pain points without


Look for projects with the biggest

& Execute on the Best broader context business benefit AND most likely to
Opportunity The business case for solving individual pain
benefit from MDM
points can be ambiguous “Bundle” pain points into the projects

that would solve them


4. Apply MDM Some organizations try to jump right to this A good “toolkit” is essential
Principles & Best Practices point! (the myth of turnkey application) Facing specifics improves the

to High-Impact Use-Cases Even WITH preparation, this is a tough frameworks and standards also
transition to make Getting results maintains momentum

2010-3-17 Enterprise Data World Presentation 22


Our Decision :
To Focus our Limited MDM Resources on Building a Better Data
Warehouse …
The Data Warehouse will provide consolidated data which enables better strategic
decisions
Benefits of the Data Warehouse
Category Current State Future - State Benefits with Data
Warehouse
High Stakes Decisions often made with
 Better data (more accurate , relevant and
Decisions imperfect data holistic) will enable better decisions
Efficiency of Analysis is time consuming Increased speed of analysis
Analysis Invol vement from IT More frequent updates available
necessary to source data Fewer resources needed per analysis
 Analysts will not be accessing operational

data, reducing operational burden

Integration of Incon sistent data limits Combined data will provide holistic view
Sources ability to use multiple data of customer and business
sources
Security Ad - hoc use of data exports is Data Warehouse data will mask sensitive
not optimal customer data
Analysts access operational Standard source will limit ad - hoc usage
data, causing some risk to Analysts will not be accessing operational
systems data
Data Clarity Data sources are not Greater clarity about data thanks to:

documented  Well documented sources


Incon sistent fields across  Data management standards
data sources  Data dictionaries

2010-3-17 Enterprise Data World Presentation 23


Table of Contents

1 Introducti
on

2 Overview : Why Did We Embark on This


Journey?

3 Key Landmarks on the


Journey
Jo an

4 A Crucial Turning Point : Moving to


Tr

Execution
ur sf
ne or

5 Lessons
y ma

Learned
of ti
MD on

6 Results : What Makes it All


Worthwhile
M

2010-3-17 Enterprise Data World Presentation 24


Lesson Learned : Value of Buy - in
 
Buy-in from the Executive team was essential to moving forward

2010-3-17 Enterprise Data World Presentation 25


Lesson Learned : An Iterative Approach Maintains
Momentum
By taking an iterative approach that mixes building and applying capabilities,
 

we’ve found it easier to maintain momentum and buy-in…

Building Capabilities
Applying Capabilities
Measureable Benefits Unlocked

§Target next
↑ opportunity
$ §Get value
§Measure value

More Capabilities

§Target high ROI


↑ application
$ §Get value
§Measure value
§Communicate and promote

Capabilities

Time and Money Invested

2010-3-17 Enterprise Data World Presentation 26


Lesson Learned : Importance of Capability Building
We had to put in place the basic infrastructure and skills before we could move
 

forward

Governance Policy , Standards , and Procedures

MDM Team Data Stewards

Develop Basic Knowledge Develop Basic Skills

2010-3-17 Enterprise Data World Presentation 27


Table of Contents

1 Introducti
on

2 Overview : Why Did We Embark on This


Journey?

3 Key Landmarks on the


Journey
Jo an

4 A Crucial Turning Point : Moving to


Tr

Execution
ur sf
ne or

5 Lessons
y ma

Learned
of ti
MD on

6 Results : What Makes it All


Worthwhile
M

2010-3-17 Enterprise Data World Presentation 28


A Better Pattern : Then vs . Now

Old Pattern Via a New Pattern


Long
“ The D ownward Sp iral ” Journey

1. Request for Change to Systems / Data


Business Results
Pain
Points

2. Workaround Solution MDM Function ROI

Business Goals

Learnings
3. Increased Complexity

2010-3-17 Enterprise Data World Presentation 29


Results : Enterprise - Level Progress !

Our strategy is working, analytics has become a strength, IT is more nimble, and
 

profits are up!


Area of Progress :

§Growth strategy has gained traction, with new capabilities driving growth in card sales volume, fee rev
Strategy
§Confidence in organizational capacity for continued growth is up

g with construction of customer profitability analytics, the team has unlocked tens of millions of doll
cs team has Analytics
grown from one person to six (and from a team to an official function!)

§We have begun phased legacy modernization that will enable more strategic growth
Legacy Modernization
§Our MDM capabilities will be essential to this modernization initiative

§Despite the economic crisis, we achieved record sales and profits this year
§WhileProfit
regulatoryGrowth
uncertainty has increased this year, our analytic capabilities are helping us to r

2010-3-17 Enterprise Data World Presentation 30


Continue the Journey with Us !
Our journey continues…we hope to stay in touch with you, our “fellow
 

travelers,” to learn from each other and improve results!

Art Garanich Jaime Fitzgerald

Architects of Fact-Based Decisions™

garanichart@cfna . com jfitzgerald@fitzgerald -


analytics . com
216 - 362 - 3418 917 - 846 - 3759

2010-3-17 Enterprise Data World Presentation 31