1. Customer Centricity: How the MDM Journey Creates Business Success
Anne Ratcliffe
WW InfoSphere MDM Sales Executive
Information Management
IBM Software Group

2. Agenda The Information Supply Chain Master Data Management Overview
The IBM® InfoSphere™ MDM Portfolio
Customer Success Stories

3. Data Explosion in a Smarter World!
Volume of Digital Data
57% CAGR for enterprise data through 2010
Machine generated data : Sensors, RFID, GPS..
Variety of Information
80% of new data growth is unstructured content
s, images, audio, video..
Velocity of Decision Making
Rapidly changing business climate
Need to get ahead of the curve : predict issues and fix them
Summary
Volume and variety of information (structured and unstructured) is exploding, as the Planet becomes Smarter. Also, current economic times require corporations and governments to analyze new information faster and make timely decisions for achieving business goals!
Full Script
There are several factors driving the need for a new way of looking at information and the way we make decisions based on that information…
Volume of Digital Data: The data explosion, of course, but also shifts in the nature of data. Once virtually all the information available to be "processed" was authored by someone. Now that kind of data is being overwhelmed by machine-generated data – spewing out of sensors, RFID, meters, microphones, surveillance systems, GPS systems and all manner of animate and inanimate objects.
By 2010, the amount of digital information will grow to 988 Exabytes (equivalent to a stack of books from the sun to Pluto and back)
Every day, 15 Petabytes of new information are being generated. This 8 times more than the information in all U.S. libraries
The number of s sent every day is estimated to be over 200 billion
By 2010, the codified information base of the world is expected to double every 11 hours
Variety of Information (diversity and heterogeneity): With this expansion of the sources of information comes large variance in the complexion of the available data -- very noisy, lots of errors -- and no time to cleanse it in a world of real-time decision making.
80% of new data growth is unstructured content, generated largely by , with increasing contribution by documents, images, and video and audio
38% of archiving decisions receive input from a C-level executive and 23% from legal/compliance professional
The average car will have 100 million lines of code by 2010; the Airbus A380 alone contains over 1 billion lines of code
Velocity of Decision Making: This is about optimizing the speed of insight generated as well as confidence that the decisions and actions taken will yield the best outcomes based on more proactive, planning around the management and use of information sources, and creating far more advanced predictive capabilities:
Every week, the average information worker spends 14.5 hours reading & answering , 13.3 hours creating documents, 9.6 hours searching for information, 9.5 hours analyzing information
For every 1,000 knowledge workers, $5.7 million is lost annually in time wasted reformatting information between applications.
Not finding the right information costs an additional $5.3 million per year
An Institute for Business Value Agile CFO Study in 2007 indicated that only 9% of senior finance executives believe they excel at gathering, interpreting & conveying information to senior management
42% of managers say they inadvertently use the wrong information at least once per week
New Data  New Information:
All of this data is creating challenges – It also provides an excellent opportunity for driving new information and business insight! Companies are governments are looking at ways to sort through the data, understand and connect the key pieces of information and drive smarter business outcomes based by leveraging the information assets! (Transition to the next slide)
New Data New Information! 3

4. But, How Do We Leverage Information for Smarter Business Outcomes?
42% of managers use wrong information at least once a week
59% of managers miss information valuable to their jobs because they can't find it
47% of users
don’t have confidence in their information
Summary
Information challenges faced by managers and business users – If we don’t do it right, we only make bad decisions faster…we need to think differently! We can’t continue to do business as usual, need to think differently to address this information challenge! As we address this challenge, let’s use that as an opportunity to take the business performance to next level.
Full Script
Recent surveys conducted with managers and business users shows the impact of information explosion on the organization. The need to find the accurate, relevant and up-to-date information has never been greater! You will see a picture in the middle of this chart – that’s an actual application architecture diagram from a large retailer! Years of organic growth as well as acquisitions has resulted in a very complex environment across your IT landscape – multiple ERP, CRM, supply chain management and legacy applications implemented in various geographies and business units over a period time!
It’s time to start thinking differently – shifting focus from what application I should deploy next to what information I need to drive smarter business outcomes! (Transition To Next Slide)
Sources: Accenture Survey, January 2007, AIIM Survey, July/August 2007 4

5. Call Center Operations
Think Differently to Drive Smarter Business Outcomes
Optimization
Summary
Time to make the transition from Application Agenda to Information Agenda..
Full Script
Let’s look at the landscape within which our customers have been operating to understand the need for an Information Agenda.
Application Agenda - To help drive efficiencies and competitiveness our customers have been focused on an Application Agenda . Enabling Faster Processing at a Lower Cost. Deploying ERP, CRM, HRM, SCM, Financial Management packaged or custom built applications to drive faster processing of a business function at a lower cost. This is good! It has enabled a business to be more competitive and streamline their operations.
Information Agenda - While business automation is good, our customers are finding this is not enough. As our customers’ competitors are deploying application based agendas the ability to compete with an application agenda alone is diminishing. As our customers need to respond quickly to an ever changing global landscape, they want to move beyond automation to optimization and an Information Based Agenda for competitive gains. They want to optimize relationships they have with their customers, cross selling and up-selling across their portfolio of offerings at any customer touch point. They want to optimize their product portfolio, accelerating time to market of new products. They want to do real-time product bundling or promotion at the point of interacting with their customers. They want to look across their relationships of customers and suppliers and optimize the interactions. We call this business optimization and customer have realized that they need to focus on this to get to the next level – higher revenues, greater productivity, lower costs and risks and increased pace of innovation!
Information Agenda is the proven approach to help you accomplish this!
As we are discussing all of this, it’s important to come back to what Smart Business Outcomes do we want to drive in our organizations (Transition to Next slide)
Human Resource
Management
Call Center Operations
Application
Agenda
Automation
ERP &
Financials 5

6. Key Business Drivers for MDM
Revenue
Identify cross-sell, up-sell opportunities
Customize product offerings and bundles
Introduce new products quickly
Identify high value customers
Improve customer retention
Agility/Strategic Initiative
Consolidate data from silos/integrate new systems quickly (M&A)
Meet demands of new business channels
Grow with the business
Identify key relationships and hierarchies
Cost
Automate manual business processes
Reduce data errors
Eliminate excess mailings
Identify risk (credit)
Supports system consolidation initiatives
Compliance
Reduce risk
Control access to data
Adhere to government and corporate regulations
Manage customer privacy preferences
Improving strategic decision making and business agility - using single trusted views to improve the effectiveness of strategic decisions
Lowering operational costs - improving operating efficiencies and reducing costs through better quality master data that enables optimized business processes
Improving customer service and customer intimacy – gleaning a better understanding of the breadth and depth of customer relationships and making that information readily available to help increase customer retention and loyalty
Complying with regulatory requirements and reducing risk – using trusted master data to improve regulatory compliance processes that depend on accurate representations of data to function properly
Cross-sell and up-sell - increasing wallet share and profitability of existing customers through better and more complete information about customers and their relationships
Entering new markets, introducing new products, gaining new customers - providing single trusted views to the people, processes & applications that most affect revenue, profit and customer insight
The business demands above and the business drivers for MDM in general span four key areas: revenue growth, cost efficiency, agility, and regulatory compliance or risk management.
Revenue Growth as a Business Driver
If we take a look at increasing revenue as a key business driver for implementing MDM, we recognize how a trusted, single view of master data can help enable cross-sell and up-sell opportunities. For example, companies can enhance lead-passing capabilities across channels and lines of business through a single view of customers and products they purchase. As points of contact and the channels used to reach customers expand and change, organizations need to be able adapt to ensure that they’re providing customers with the best possible experience. This means consistent information and messages across channels from the web to mobile, call centers and storefronts. When companies add or expand channels, they need to ensure that they can identify their most valuable customers and provide customized offers and experiences to all customers based on their preferences, demographics or purchase history.
MDM can drive significant revenue and competitive advantage by getting new products and services to market quicker. And, by having better, cleaner, more accurate and complete data about customers, organizations can identify high value customers to ensure reduced churn and identify more opportunities for increased revenue from those high value customers by ensuring high levels of customer service across all channels. These high value customers, and really all customers, can be consistently recognized across channels through access to a single, 360 degree view. MDM enables organizations to easily understand households, and identify relationships between customers and hierarchies, which makes it easier to identify which individual customers are the most valuable.
IBM Customer Example: A leading telecommunications firm leveraged MDM to increase revenue by getting products to market faster than competitors. Revenue increases over $10M if time to market is reduced by 2 weeks.
IBM Customer Example: A leading high tech software manufacturer increased customer retention, dropped customer churn by 5% and increase cross-sell, up-sell revenue by 10%
Cost Efficiency as a Business Driver
Cost is a key business driver for MDM – what company doesn’t want to do more with less, make more money with less cost, or service their customers with less expense? MDM can automate business processes such as customer or supplier on boarding, new product introduction or address standardization. This reduction in manual processes dramatically reduces data errors which can be extremely costly. One perfect example is around customer mailings. Each of has experienced a situation where we received multiple catalogs or credit card applications from the same company day after day, or sometimes on the same day. Likewise, we may receive multiple mailings to a single household. MDM allows companies to recognize who their customers are, who they are related to, and who they may share an address with and then apply targeted mailing strategies based on that trusted information – dramatically reducing mailing costs and actually increasing brand image and customer service.
Another area where costs can be avoided is mergers and acquisitions. The challenge is how to ensure the process of assimilating a new organization is as efficient as possible. Not only do operations groups across companies need to be combined or streamlined, but legacy information systems from the acquired company must be integrated and data aggregated, analyzed and rationalized so that they can leveraged by all systems and operating units across the enterprise to better business decisions.
MDM can streamline the process of onboarding new customers, products and suppliers into the systems already deployed by the acquiring company. The process, which can be seamless across heterogeneous technologies with MDM, enables rapid integration without a lot of expense and customization. The result is that customers and suppliers receive great customer service and support and products and services can be delivered efficiently by the newly combined organization
IBM Customer Example: A leading manufacturer of electronic goods reduced the time for creating and maintaining product information by up to 50%. It saves €2 million per year due to reducing data entry errors from 5% to 0.1%.
IBM Customer Example: A leading bank used MDM to prevent duplicate customer records. They identified a 10% duplication rate in client data and reduced it to <1%, realizing annual costs savings in the millions.
Agility as a Business Driver
Being agile with IT systems enables organizations to meet demands of new business channels – such as reacting to changing consumer preferences and ways of interacting. For example, who could have imagined 20 years ago that we could be checking our bank statements or checking into a flight via a smart phone. Banks, retailers and even government agencies need to react to changing times and communicate with their customers in many ways. In addition, being able to leverage IT systems to identify key relationships and hierarchies among an organization’s customers and product catalogs can affect business. MDM can enable a 360 view of customers and products so that key relationships can be understood and then business decisions and processes driven off that key information.
Although business growth is a fairly common goal, when it happens rapidly it can significantly impact an organization’s information infrastructure and its employees. Not only does rapid growth usually create large amounts of new data and increasing data volumes that can be difficult to manage, it often results in organizations introducing new manual processes to attempt to accommodate for their increasing data needs.
MDM can help companies eliminate or prevent manual processes, while efficiently managing growing data volumes, decreasing duplicate, incomplete or inaccurate data, and making it easy to scale or add new systems as needed to accommodate growth. MDM enables organizations to get new systems online quickly because they can already access accurate and complete data from the single location where it resides, and there is no need to build new interfaces to acquire or cleanse data. MDM also provides organizations with valuable insight into why they are growing rapidly, whom their most important new customers are, and what products are delivering the greatest value. Organizations can leverage this information to continue to grow even more and are able to focus their limited resources on the highest profitability areas of the company.
IBM Customer Example: A leading insurance company shifted from policy-centric systems to a customer-centric strategy. They have realized faster time to market with new services and offerings due to real-time availability of key data.
IBM Customer Example: A leading health insurance organization enabled provider self-service for checking status of claims and provided additional value with strategic analytical reports.
Regulatory Compliance as a Business Driver
All businesses have to comply with some level of internal security policies, customer privacy preferences and government regulations. These requirements also change and evolve as organizations add new internal processes or new laws require action. For example, all publicly traded companies are now required to comply with Sarbanes Oxley, organizations that handle any patient health records are bound by the Health Information Privacy and Accountability Act (HIPAA), financial institutions are regulated by Graham Leach Bliley (GLB), and many organizations are required to monitor the Office of Foreign Asset Control (OFAC) watch list. These are just a few of the regulations impacting enterprises today. In addition, data and IT security policies and customer privacy preferences that are usually driven either by state laws or internal customer service initiatives also need to be audited and upheld, which creates a lot of additional work for most enterprises.
MDM can help companies meet these requirements by making it easy to add need source systems or data types or build new custom domains to comply with increasing demands. For example, the OFAC watch list, or any other new external data source, could be added, new data fields could be added to customer information to indicate whether someone had opted in or out for GLB compliance or to support customer privacy preferences, or a new domain could be added to provide access to information in a newly required code table. [NOTE: I suggest that information be added here about tracking access to records and creating audit trails that ensure compliance and protect privacy and security
IBM Customer Example: A leading high tech software manufacturer used MDM to create a single point of management for a global customer reference system. They recognized a 300% increase in customer privacy compliance across the entire organization 6 6 6 6 6

7. What is Master Data? Why is it important?
Master data is a subset of all enterprise data
Master data is the high-value, core information used to support critical business processes across the enterprise
Master Data is information about customers, suppliers, partners, products, materials, employees, accounts and more
Master Data is at the heart of every business transaction, application and decision
Master data
Master Data is data about customers, suppliers, partners, products, materials, employees, accounts and other critical “entities,” that is commonly stored and replicated across the organization’s business systems.
Master Data is the high-value, core information used to support critical business processes across the enterprise. It is at the heart of every business transaction, application, report and decision. 7 7 7 7 7 7

8. What is Master Data Management?
Provides a consistent understanding and trust of master data entities
Provides mechanisms for consistent use of master data across the organization
Is designed to accommodate and manage change
CRM
Data Warehouse
ERP
eBusiness Application
John Jones
112 Main Street
Customer Value – High
Risk Score – Low
Solicit – Do Not Call
John Jones
112 Main Street
Customer Value – High
Risk Score – Low
Solicit – Do Not Call
J. Jones
1500 Industrial
Customer Value – Low
Risk Score – High
Solicit – No data
High value information that a company uses across their business
customers, suppliers, partners, products, materials, bill of materials, chart of accounts, location and employees
The challenge companies have is master data is scattered throughout their enterprise and there is no consistent view of master data
John Jones
Customer Valiue High
Risk Score Low
Do Not Call
MDM
Master Record
Single View 8 8 8

9. Current Business Automation…Since the Beginning of Info Technology
Headquarters (e.g Risk Mgr, Administrator)
Other Users (e.g business partners)
Agent / Sales
Application Agenda Era …
Web
Phone
Call Center
IT Applications built in silo to solve specific business problems (Order, billing, service, compensation, etc)
Line-of-business focused (by product)
Common data (e.g Customer) in disparate systems resulting in duplicates and non-trusted data
Business Intelligent
(e.g. COGNOS)
Web
IVR
CRM/
Call Center
Sales
Force
Automation
Process Server
Real-time/Near-Real-Time Connectivity Services (ESB, EAI, Web Services, MQ, etc.)
Product
Order
System
Billing
System
Service
System
Comp.
System
& Others
New Systems (e.g. SOA –based)
External Business Partners
Security,
Mail, etc
Content Management
(e.g. FileNet)
Customer
Product
Account
Others
Customer
Product
Account
Others
Customer
Product
Account
Others
Customer
Product
Account
Others
Batch Connectivity (e.g. ETL Tools) 9

10. Non-Trusted Data Common Data in Disparate Systems Cause Data Quality Problems…
Name:
System A
Nancy Smith
Gender:
Female
Birth Date:
1 Aug 1980
ID:
Passport: BA26355
Address:
1 Main St, …
Marital Status:
Single
System B
Nancy Jones F
1/8/1980
DLN:
1 Main Street, …
Married
System C
Mark Jones
Male
9/2/1963
DLN:
No 1 Main St, …
Married
Sales
Comp-
ensation
Nancy Jones
Female
8/1/80
DLN:
2 Main Street, … M
Organizations across all industries that embrace this vision and employ the InfoSphere software portfolio can see incredible business results. InfoSphere customers often see huge returns on their investment, and help drive their businesses to new levels of optimization. Just to take a couple examples from this slide, Panasonic Europe was able to save €1M per year while increasing sales by 3.5% by improving the management of the product and part information across their business. Louis Vuitton Moet Hennessy (LVMH) increased daily deliveries by 100% by rationalizing order fulfillment systems into a single SAP instance and delivering key inventory data to employees through hand-held devices in real-time.
Results like these are possible when you take a holistic approach to information and begin to manage it outside of the scope of any individual application.
Are they the same person?
Are they related to other customers?
Is the customer also an agent
Which address is correct 10

11. Leaders Investing to Optimize Information Assets Clients Tell Us What They Are Looking for…Trusted Data
Insightful
Derive meaning from information changes
In Context
Real-time delivery of relevant information when and where it’s needed
Complete
Related information reconciled into a single and holistic view
Trusted information enables innovation. Very simply. If your IT department can deliver accurate and complete information in context for a business user then they will be able to make the right analysis to draw out true business insights. Using bad data as a strategic asset is simply not an option. Having Trusted information is the way to ensure success.
IBM clients have told us that they need information to be accurate, complete, in context, and insightful in order for it to be considered “trusted”. Achieving these elusive results across the enterprise requires a different kind of information infrastructure, one that allows information to be integrated and managed holistically.
Accurate
Complex and disparate data transformed, cleansed and delivered 11

12. Other Users (e.g. business partner)
IBM® InfoSphere™ Solutions to Provide Trusted Data to Drive Business Optimization…
Headquarters (e.g Risk Mgr, Administrator)
Other Users (e.g. business partner)
Agent / Sales
IBM® InfoSphere™
Information Server
Web
Phone
Call Center
Every capability needed to understand, cleanse, integrate & deliver information across heterogeneous systems
Broad native connectivity to any data source
Massive scalability for integrating large data volumes in batch or real-time
Unique metadata-driven design for acceleration & business-IT alignment
Business Intelligent
(e.g. COGNOS)
Web
IVR
CRM/
Call Center
Sales
Force
Automation
Process Server
INFOSPHERE INFORMATION SERVER
Understand
Cleanse
Transform
Deliver
COMMON META DATA
Real-time/Near-Real-Time Connectivity Services (ESB, EAI, Web Services, MQ, etc.)
Product
Order
System
Billing
System
Service
System
Comp.
System
& Others
New Systems (e.g. SOA –based)
External Business Partners
Security,
Mail, etc
Content Management
(e.g. FileNet)
Customer
Product
Account
Others
Customer
Product
Account
Others
Customer
Product
Account
Others
Customer
Product
Account
Others 12

13. INFOSPHERE INFORMATION SERVER
Non-Trusted Data Common Data in Disparate Systems Cause Data Quality Problems…
Name:
System A
Nancy Smith
Gender:
Female
Birth Date:
1 Aug 1980
ID:
Passport: BA26355
Address:
1 Main St, …
Marital Status:
Single
System B
Nancy Jones F
1/8/1980
DLN:
1 Main Street, …
Married
System C
Mark Jones
Male
9/2/1963
DLN:
No 1 Main St, …
Married
Sales
Comp-
ensation
Nancy Jones
Female
8/1/80
DLN:
2 Main Street, … M
INFOSPHERE INFORMATION SERVER
Understand
Cleanse
Transform
Deliver
COMMON META DATA
Organizations across all industries that embrace this vision and employ the InfoSphere software portfolio can see incredible business results. InfoSphere customers often see huge returns on their investment, and help drive their businesses to new levels of optimization. Just to take a couple examples from this slide, Panasonic Europe was able to save €1M per year while increasing sales by 3.5% by improving the management of the product and part information across their business. Louis Vuitton Moet Hennessy (LVMH) increased daily deliveries by 100% by rationalizing order fulfillment systems into a single SAP instance and delivering key inventory data to employees through hand-held devices in real-time.
Results like these are possible when you take a holistic approach to information and begin to manage it outside of the scope of any individual application.
Are they the same person?
Are they related to other customers?
Is the customer also an agent
Which address is correct 13

14. CONTACT METHOD (Phone, e-Mail, etc)
Master Data Management The Path to Managing & Providing Trusted Data…
Master Data …
ADDRESS &
CONTACT METHOD (Phone, , etc)
PERSON or ORG (Party)
NAME
DEMOGRAPHIC
(Gender, Birth Date,
Establish Date, etc)
IDENTITY
PARTY
X-REF
PARTY HIERARCHY
PARTY
RELATIONSHIP
Common Data
CAMPAIGN
SUMMARY
PARTY
VALUE
INTERACTION HISTORY
Directory (X-ref) Data
ACCOUNT/ POLICY X-REF
PRIVACY &
PREFERENCE
Organizations across all industries that embrace this vision and employ the InfoSphere software portfolio can see incredible business results. InfoSphere customers often see huge returns on their investment, and help drive their businesses to new levels of optimization. Just to take a couple examples from this slide, Panasonic Europe was able to save €1M per year while increasing sales by 3.5% by improving the management of the product and part information across their business. Louis Vuitton Moet Hennessy (LVMH) increased daily deliveries by 100% by rationalizing order fulfillment systems into a single SAP instance and delivering key inventory data to employees through hand-held devices in real-time.
Results like these are possible when you take a holistic approach to information and begin to manage it outside of the scope of any individual application.
Summary Data 14

15. Master Data Management Centralized Management of Master Data via Services to Provided Trusted Operational View of Business …
INTEGRITY
service
INTEGRATION
service
INTELLIGENCE
service
Organizations across all industries that embrace this vision and employ the InfoSphere software portfolio can see incredible business results. InfoSphere customers often see huge returns on their investment, and help drive their businesses to new levels of optimization. Just to take a couple examples from this slide, Panasonic Europe was able to save €1M per year while increasing sales by 3.5% by improving the management of the product and part information across their business. Louis Vuitton Moet Hennessy (LVMH) increased daily deliveries by 100% by rationalizing order fulfillment systems into a single SAP instance and delivering key inventory data to employees through hand-held devices in real-time.
Results like these are possible when you take a holistic approach to information and begin to manage it outside of the scope of any individual application.
AUTHORIZATION
service 15

16. Other Users (e.g. business partner)
IBM® InfoSphere™ Solutions to Provide Trusted Data to Drive Business Optimization…
Headquarters (e.g Risk Mgr, Administrator)
Other Users (e.g. business partner)
Agent / Sales
Web
Phone
Call Center
INFOSPHERE MDM SERVER
Real-time
Business Intelligent
(e.g. COGNOS)
Web
IVR
CRM/
Call Center
Sales
Force
Automation
Process Server
INFOSPHERE INFORMATION SERVER
Understand
Cleanse
Transform
Deliver
COMMON META DATA
Real-time/Near-Real-Time Connectivity Services (ESB, EAI, Web Services, MQ, etc.)
Batch Load
INFOSPHERE WAREHOUSE
Product
Order
System
Billing
System
Service
System
Comp.
System
& Others
New Systems (e.g. SOA –based)
External Business Partners
Security,
Mail, etc
Content Management
(e.g. FileNet)
Customer
Product
Account
Others
Customer
Product
Account
Others
Customer
Product
Account
Others
Customer
Product
Account
Others 16

17. Over 10 Years Experience & 600+ Customers
4 of top 6 US Insurance Companies
6 of top 10 US Financial Services
10 of top 12 US Retailers
5 of top 6 US HC Payers; EMPI & HIE leader
IBM has over a decade of experience in MDM
IBM has over 600 customers
More than competitors…
Leader for large national & local governments 17 17

18. Customers Across Industries are Addressing a Broad Set of Business Challenges With MDM
Government
Healthcare
Telco
Energy & Utilities
Improve Case management
Reduce fraud across benefit Applicants
Improve revenue collection across Taxpayers
Improve Citizen services
Streamline Asset management across Locations
Improve Patient care and reduce medical errors
Encourage Physician loyalty
Improve Compliance and Patient privacy
Streamline Hospital Asset management or medical Products across supply-chain and Locations
Improve Customer service and billing Contracts, and reduce churn
Support Regulatory compliance for Customers / Organizations
Grow Customer wallet share through tailored Product offerings and bundles
Energy Price data management
Asset and Location management (e.g., reservoir, oil field, meter)
Improve Customer service
Summary
Information Agenda approach also includes industry accelerators – specific assets built out to accelerate your information-centric projects and help you achieve business outcomes faster!
Full Script
Along with the proven industry-based methodology for building your strategy and roadmap, Information Agenda also provides a set of industry accelerators that help you implement these projects faster! We have over 200 assets built out for over 18 industries and these assets have been deployed at thousands of customers worldwide to implement information-centric projects for specific industries!
After we define your strategy and roadmap, let’s look at how to get your arms around the information needed for implementing the roadmap – That’s the Define and Govern piece ---- (Transition to Next Slide)
Sparklers
240+ Industry-specific Assets
30+ Performance Management
150+ Enterprise Content Management
10+ InfoSphere
6 IBM Industry Models
10+ GBS Analytical Assets
25 Information Intensive Applications
Once the roadmap of projects and infrastructure needs are identified we can leverage a set of capabilities designed to accelerate deployment and business outcomes. Information Accelerators, or over distinct industry specific assets – business optimization solutions, document centric process solutions, master data and warehouse solutions and industry models – are designed to help speed deployment.
IBM’s Information Accelerators span our Information On Demand portfolio and incorporate solutions created by GBS, and a number of other partners 18 18 18 18

19. Customers Across Industries are Addressing a Broad Set of Business Challenges With MDM
Financial Services
Insurance
Retail
Manufacturing
Regulatory compliance for Customers
Improve Customer satisfaction
Grow Customer wallet share through tailored Product offerings and bundles
Understand full exposure and reduce credit risk across Accounts
Streamline Member enrolment
Improve claims processing for Members
Create custom Product offerings and bundles
Optimize Policy management
Manage compliance and privacy across Members
Superior Customer multi-channel experience
Improve Customer loyalty
Faster Product launch across Locations
Improve Vendor / Supplier on-boarding
Streamlined Asset management
Improve Supplier / Dealer financial management
Food Products safety compliance
Manage Customer preferences and lifecycle
Faster Product launch across Locations
Summary
Information Agenda approach also includes industry accelerators – specific assets built out to accelerate your information-centric projects and help you achieve business outcomes faster!
Full Script
Along with the proven industry-based methodology for building your strategy and roadmap, Information Agenda also provides a set of industry accelerators that help you implement these projects faster! We have over 200 assets built out for over 18 industries and these assets have been deployed at thousands of customers worldwide to implement information-centric projects for specific industries!
After we define your strategy and roadmap, let’s look at how to get your arms around the information needed for implementing the roadmap – That’s the Define and Govern piece ---- (Transition to Next Slide)
Sparklers
240+ Industry-specific Assets
30+ Performance Management
150+ Enterprise Content Management
10+ InfoSphere
6 IBM Industry Models
10+ GBS Analytical Assets
25 Information Intensive Applications
Once the roadmap of projects and infrastructure needs are identified we can leverage a set of capabilities designed to accelerate deployment and business outcomes. Information Accelerators, or over distinct industry specific assets – business optimization solutions, document centric process solutions, master data and warehouse solutions and industry models – are designed to help speed deployment.
IBM’s Information Accelerators span our Information On Demand portfolio and incorporate solutions created by GBS, and a number of other partners 19 19 19 19

20. IBM® InfoSphere™ Master Data Management
2020
IBM® InfoSphere™ Master Data Management
A broad set of capabilities to enable adaptive master data management solutions
Adaptive MDM for diverse requirements
World’s largest MDM customers and implementations
Rapid time to value with multiple deployment options
Support for any data domain and industry
Strong master data stewardship capabilities
Pre-packaged capabilities speed time to market
Customizable and extensible foundation
Seamless scaling as data volumes grow
IBM offers an adaptive MDM solution that addresses a wide set of business requirements within and across industries, provides flexibility in deployment options and implementation styles and supports the ability to migrate from one style to another during the MDM journey.
Adaptive MDM
Address a wide set of business requirements across all industries
Enhances MDM with content, analytics for broader use
Flexibility in deployment options & implementation styles
Quickly master other types of unique and industry specific domains
Support short and long-term strategic vision 20 20 20

21. Phased Implementation Drive Business Optimization with Positive ROI
Reduce cost and improve customer satisfaction via once-and-done processing … e.g. address change
COST REDUCTION
Reduce risk exposure via holistic view customer household and product holdings
IMPROVE RISK
MANAGMENT
Improve up-sell and cross-sell with relevant offers meeting customer requirements
IMPROVE SALES CAMPAIGN
Organizations across all industries that embrace this vision and employ the InfoSphere software portfolio can see incredible business results. InfoSphere customers often see huge returns on their investment, and help drive their businesses to new levels of optimization. Just to take a couple examples from this slide, Panasonic Europe was able to save €1M per year while increasing sales by 3.5% by improving the management of the product and part information across their business. Louis Vuitton Moet Hennessy (LVMH) increased daily deliveries by 100% by rationalizing order fulfillment systems into a single SAP instance and delivering key inventory data to employees through hand-held devices in real-time.
Results like these are possible when you take a holistic approach to information and begin to manage it outside of the scope of any individual application.
Comply with government regulations…privacy act, risk exposure reporting, etc
REGULATORY COMPLIANCE
Forming a customer chassis to reduce M&A integration points and improve integration speed and cost
ASSIST MERGER & ACQUISITION 21

22. IBM MDM Customer Success Story
The Facts:
Multiple customer information systems from acquisitions
Inability to identify value of customer across mortgage, bank account, sales, and life administration systems
Bottom line:
Removed 400,000 duplicate records to date
Greater ability for cross-sell and up-sell
Led to increased revenue and improved customer loyalty
"Now that we manage our customer information as an asset, the opportunities for innovation and optimization are endless. We can respond to the dynamics of our business twice as fast."
Irish Life & Permanent was formed from the merger of Irish Life plc, Ireland’s largest life assurance company, and Irish Permanent plc, a leading retail bank and the leading provider of residential mortgages in Ireland. Business need: Customer information duplicated in and spread across a variety of systems and groups made it difficult for staff to understand and respond to customer needs Solution: A customer-centric hub built within a service oriented architecture that provides staff with a single and accurate view of each customer across all lines of business Benefits: Improved customer satisfaction; reduced costs; improved ability to cross-sell services; strengthened governance and compliance processes; enabled the delivery of new services Case Study “With IBM WebSphere Customer Center, we can deliver new types of services that we simply couldn’t have provided before.” –Noel Garry, Executive Manager, Irish Life & Permanent “IBM is an expert in the area of master data management and its offerings satisfied our need for a high-volume, realtime data processing solution within a service oriented architecture.” –Noel Garry “We’ve standardized our customer name and address data using IBM WebSphere QualityStage. This allows us to identify, match and merge duplicate records so we have a single view of our customers.” –Noel Garry Who are our customers? Are we giving them the best possible service? Are we complying with customer requests? Are we missing opportunities? Questions like these pervade businesses today—in any industry, in any geographic location, in any company large or small. However, at Irish Life & Permanent, a leading provider of personal financial services in the Irish market, obtaining the answers to such questions is becoming easier thanks to IBM Information on Demand. Irish Life & Permanent was formed from the merger of Irish Life plc, Ireland’s largest life assurance company, and Irish Permanent plc, a leading retail bank and the leading provider of residential mortgages in Ireland. Because of this merger, customer information is stored across many different systems, including policy administration systems, sales and marketing systems, customer account systems and mortgage systems. As a result, it was challenging for staff to gain a complete picture of clients’ interactions with the company. Sales representatives often didn’t know if one of their clients recently reported a service problem. Likewise, when clients called the company’s banking or insurance offices, service staff could not easily determine if there was an opportunity to cross-sell other products. Additionally, the company couldn’t provide customers with online access to all of their holdings using a single PIN number. Customers typically required different PIN numbers for each policy, making logging on to the Web site to obtain account information a difficult and time-consuming process. “In the past, our organization emphasized client acquisition,” says Noel Garry, executive manager, Irish Life & Permanent. “Now, to maintain our substantial market share, it is increasingly important to focus on customer retention. To do this, we needed to move from a policy-based approach to a more customer-centric situation.” Creating a single source of truth To achieve its goals, Irish Life & Permanent launched a master data management initiative that would integrate information in realtime and provide a single, complete and accurate record of customers across the company. Leveraging service oriented architecture (SOA) principles, the company hoped to integrate customer information into a single hub that could be accessed by any business process or service. As a first step, Irish Life & Permanent executives created a Client Data Council through which key business staff across all divisions worked together to define where and how data could be standardized and connected across systems. After a thorough evaluation of several technologies and recommendations from industry consultants, the company selected as its integration engine IBM WebSphere Customer Center (WCC), IBM WebSphere MQ, as well as IBM WebSphere QualityStage and IBM WebSphere DataStage, both IBM Information Server modules.  

23. IBM MDM Customer Success Story
The Facts:
Create and maintain product information 10% faster
Data entry errors reduced from 5% to 0.1%
Bottom line:
Anticipated operational savings of €5 million annually
Partners reduce costs by 25%
Two additional weeks of sales for new products leading to 3.5% increase in revenue
Panasonic is one of the world’s leading consumer electronics manufacturers with presence in every major country.
Business need: Panasonic required a more effective way to create consistent and complete information about its products for customers, dealers and Websites.
Solution: Using IBM’s InfoSphere Master Data Management for Product Information Management (PIM), Panasonic Europe was able to increase sales and lower operating costs, achieving a significant return on their investment.
Benefits: Panasonic has now achieved global simultaneous product launches, correct information for catalogs and advertising, faster price change notifications and better Point of Sale (POS) integration.

24. IBM MDM Customer Success Story
The Facts:
Integrates over 52M customer records within and across disparate systems
Acts as the single point of management for a global customer identifier
Bottom line:
Reduced data standardization costs by 50% and marketing costs by 10%
Decreased customer churn by 5% and increased cross-sell, up-sell revenue by 10%
Recognize a 300% increase in customer privacy compliance across the entire organization
Reduce Costs Initiate reduced data standardization software costs by more than 50% and marketing costs by 10%
Increase Customer Retention Initiate dropped customer churn by 5% and increase cross-sell, up-sell revenue by 10%
Ensure Customer Privacy Initiate helped recognize a 300% increase in customer privacy compliance across the entire organization
Initiate Master Data Service® Software Provides a Single, Trusted System of Record Across Intuit Systems
Integrates over 52M customer records within and across disparate systems across the organization
Acts as the single point of management for a global Intuit identifier for each party (customer)
Provides meaningful customer analysis by assembling a set of interested parties
Implementation in under 5 months

25. Q & A / Thank You Anne Ratcliffe For More Information, Please Contact:
WW InfoSphere MDM Sales Executive
Information Management
IBM Software Group
Ph: 25 25

26. Appendix

27. Business Intelligence Applications Transactional Business
Delivering Business Insight Requires Mastering Your Information Going Beyond Simply Managing… to Optimizing Business Results
Clients’ Information Supply Chain
Applications
& Processes
Analyze
Business Intelligence Applications
Integrate
Reports & Dashboards
Master Data
Transform
& Cleanse
Business
Applications
Data
Warehouse
Govern
Data Quality
Security
Lifecycle
Management
Database
Infrastructure
Content
Transactional Business
Applications
Streaming
Data 27

28. IBM MDM Product Portfolio28 28 28

29. IBM MDM Product Portfolio
IBM® Initiate® Master Data Service®
Virtual master registry for delivering single, trusted versions of master data and their relationships
IBM® InfoSphere™ MDM Server
Physical master repository of customer, account and product data for the business to consume as services
Governance
Single View
Common
Components
IBM® InfoSphere™ MDM Server (for PIM)
Capabilities to flexibly manage products and other entities across enterprise
IBM® InfoSphere™ Identity Insight
Analytical capabilities to discover where threat and fraud exists to enable immediate action.
The IBM InfoSphere MDM portfolio delivers a single, unified, trusted version of truth about an organization’s critical entities – customer, supplier, product and more. Armed with this single, trusted view, organizations can make better decisions and improve business outcomes – higher revenue, better customer satisfaction, lower cost and risk. With InfoSphere MDM, organizations can understand their core master data (customer, products, etc.) at all touch points, improve cross and up-sell, optimize the value of ERP, CRM, analytics and warehouse systems, support governance initiatives and make business processes more effective.
The IBM InfoSphere MDM product portfolio consists primarily of the four products shown here.
Frist, the Initiate Master Data Service was a recent acquisition made in March of this year to add depth to our MDM portfolio. Initiates’ core competency lies in the ability to serve as a VIRTUAL master registry for delivering the single, trusted versions of master data and their relationships.
IBM’s InfoSphere MDM Server core competency lies in it’s ability to server as a PHYSICAL master repository of customer, account and product data for the business to consume as a SOA-enabled SERVICE.
Our third offering, MDM Server for PIM specializes in it’s capabilities to flexibly manage product across the enterprise. PIM creates a single repository of product information by defining, creating, and synchronizing the master data.
Our fourth offering, Identity Insight specializes in fraud and threat detection – specifically in fraudulent loss, detecting patterns, focus investigative efforts and maximizing resources
The IBM MDM offerings provide a way to apply governance to your master data using, using our ‘Best of Breed’ MDM solutions and to create the all important single view from the perspective which best suits your business goals. 29 29 29 29 29

30. IBM® Initiate® Master Data Service®: Functional Overview
Data Stewardship
Inspect and resolve data quality issues
Visualize and manage relationships
Master Data Engine
Highly accurate and flexible matching and searching across multiple data domains
Load, match and link master data in hours
Flexible & Extensible Data Model
Model complex master domains and relationships
Employ data models that are built and optimized specifically for master data management
MDM-Powered Solutions Framework
Streamline creating MDM-powered solutions for end users
Integration
Integrate with multiple real-time and batch options
Deliver trusted master data to downstream data warehouse, analytics and BI systems
Message-based support (HL7, JMS, MQ Series)
IBM® Initiate® Master Data Service®
Data Stewardship
Master Data Engine
Match & Link
Workbench
Relationships
Data Model
Data Quality and Transformation Services (2) Hub and Hub Services (3) Stewardship/Governance 
Proprietary sophisticated technology matches and links records across heterogeneous data sources in real time
From this ‘360° view’, Initiate delivers appropriate ‘golden’ record to the right applications in real time
By maintaining linkages and golden record Initiate assures data remain accurate and actionable on an ongoing basis
Initiate provide tools to search, reconcile, analyze, intuitively view and automatically manage the data
Product Description: The Initiate Master Data Service delivers single, trusted versions of critical data assets and their relationships whenever and wherever they are needed. It helps organizations unlock the value of their data assets and elevate the effectiveness of their most important business processes.
What does the product do?
The Initiate Master Data Service integrates the Master Data Service platform into heterogeneous environments leveraging a variety of methods and across a variety of data formats in both batch and real-time. The software accurately resolves data records at high speeds and creates and maintains a trusted system of record for the data. It is able to do this accurately because the Master data engine uses advanced statistical techniques and methods to resolve and manage data quality issues that typically require manual intervention, thus it creates and delivers enterprise views into the data automatically. MDM is very much about relationships and the Master data engine creates relationships and hierarchies from multiple internal or 3rd party sources. The product does all this in complex enterprise and global environments while delivering enterprise class scalability / performance, high availability characteristics, security, and language and standards support. Supports all common styles (registry, hybrid, transactional) offering the quickest deployment times and ROI so organizations can benefit immediately
Integration Suite – integrate quickly with virtually any application or platform infrastructure and includes a number of integration options
Accuracy – Accuracy at extreme scale and speed. Master data engine uses advanced statistical techniques and methods to resolve and manage data quality issues that typically require manual intervention
Master data engine creates and delivers enterprise views into the data automatically and creates relationships and hierarchies from multiple internal or 3rd party sources
Supports all common styles (registry, hybrid, transactional) offering the quickest deployment times and ROI so organizations can benefit immediately
Performance / scalability – In 3rd party evaluations we receive the highest scores for performance from reference customers
The engine supports multiple instantiations for scale and is multi-threaded and throughput scales linearly with processing resources. The architecture supports load balancing between multiple engines running against a single database for increased performance and high availability.
Enterprise Ready – proven in the most complex, mission-critical applications involving millions to hundreds of millions or even billions of records
Security and Privacy – Align with existing enterprise security models.
Internationalization – Supports all Unicode compliant languages.
Platforms supported – platform agnostic – takes advantage of your existing skill sets.
Application Server Support - compatible with market-leading proprietary application servers, Websphere and Weblogic,
RDBMS Support: Oracle, Microsoft SQL Server, IBM DB2, Informix
OS/Hardware Server Support: Microsoft Wintel, IBM AIX, Sun Solaris, UNIX, LINUX, HP UX
Standards (Messaging & Data Load Formats) – Supports common development, database and integration standards. Integrates with J2EE or .Net
Monitor, administer and maintain control over your environment from a single Eclipse-based console - view the configuration of data or relationships with visual manipulations, source control, and deployment options.
Language Support - The Initiate Master Data Service supports all Unicode languages, meaning that Initiate software can process, persist and present any Unicode-based language character set. For single and multiple language implementations, language packs have been developed for the following languages: Arabic, French, German, Japanese, Chinese, Korean, Portuguese and Spanish.
Proven –
Solutions Framework
Components
Blueprints
Integration
SOA
Java/.Net
Industry 30 30 30

31. IBM® InfoSphere™ MDM Server: Functional Capabilities
Business Services
Enables business process to easily leverage master data
Speed time-to-value, reduce subsequent phase investment
Functionality
Stewardship: Data Quality, Stewardship, & User Interfaces
Events: Event Management & Business Rules
Security & Entitlement: ROV
Multi-domain
Extensible data model supporting domains including Party, Product, Account & Location
Relationships between domains
MDM Workbench
Tooling for easy extensions to data and UI generation
Robust Data Integration
Pre-built Data Integration & Quality
IBM® InfoSphere™ MDM Server
Data Stewardship
Business Services
Pre-built
Customizable
MDM Domains
Party
Account
Product
Custom
MDM Server is the strongest multi-domain SOA MDM product in the market
Key differentiators
Multi-domain MDM – pre-built data domains
SOA architecture
Application-driven MDM – we design from the consuming system down, not the source system up (like INFA) - Pre-built 800 business services – pick the ones you need for your business process
Event management – proactively respond to data events and trigger business processes – e.g., cross selling, retention campaigns, etc.
Performance – the most proven transaction hub MDM for high volume system of record implementations
Flexibility – ability to extend and define OOTB domains/services/UIs, or build new ones from scratch – again its domains, services, and UIs (to differentiate from INFA which is data and CRUD service only)
Integration
Content
Data
Analytics 31 31

32. IBM® InfoSphere™ MDM Server (for PIM): Functional Capabilities
Collaborative Business Processes
Workflows for Collaborative Tasks
Extendable Authoring UI
Business User Interface for Authoring and Search
Flexible Data Model
Product Catalogs, Category Hierarchies, Attributes, Relationships
Data Synchronization
Imports and Exports with Deltas and Versioning
Job Scheduler
User and Role Security
Granular Access privileges to enforce complete and accurate data
Attribute Level Security
IBM® InfoSphere™ MDM Server (for PIM)
Collaborative Authoring
Business Process workflow
NPI
Catalog Mgt
GDS
Multi-Commerce
MDM Custom-Built Domains
Product
Location
Supplier
Others 32 32