1. Information Management Strategy from Business and IT Viewpoints
Mike Myhrom
Director, Research, Analysis and Consulting
Marina Kerbel
Principal Architect / Director of Information Architecture
Thrivent Financial
The Twin Cities Business Architecture Forum (TCBAF) May 15, 2012

2. November 2011 “Integrated BA And IA Artifacts Are Valuable — And Hard To Find”
Most Organizations With Formal BA And IA Practices Link Their Architectures

3. Architecture for Business Results
Business Goal: Grow Membership thru Movie Viewers Satisfaction
Bus Arch: Define Movie Watching Capability & Roadmap
Tech. Arch: Define tech. components that enable Wi-Fi TV streaming
Info. Arch: Define Movie Catalog for Movie Subject Area and where and how viewers can access it
Without a movie catalog a viewer who wanted to see 5-stars Romantic Comedy may instead get 2-stars Horror Movie

4. About Thrivent Financial …
Faith-based, not-for-profit financial services
Nearly 2.5 million members strong
Fortune 500 organization, >$73 billion in assets under management
Largest fraternal benefit society in the U.S.
Full complement of financial products and services
Mission: strengthen Christian communities by helping members be wise with money and inspiring them to live generously

5. Information Management Strategy is focused on maturing key business capabilities
Cross-sell to Existing Customers Initiative/Campaign ROI Calculation New Customer Acquisition High-Value Customer Retention Agent Recruiting High-Value Agent Retention Underwriting Pricing Etc.
Example of
selecting
key
capabilities

6. Five Rules guide our work
Business + IT partnership. (Early and throughout.)
Executive support based on ROI + expanded capabilities.
Constant focus on supporting key business strategies.
A framework that’s holistic, simple, iterative.
Common language.
partnership
support
focus
framework
language

7. Business, Technology, Data growing complexity, diversity and volume
partnership
support
focus
framework
language

8. From Business to Data bringing order to complexity partnership support
Find data.
Trust it,
access it.
Connect, share, draw insights.
Leverage what’s there.
Easier, more efficient, minimizing cost.
Business
Strategy
Capabilities
Enterprise
Information
Management
(EIM)
Can’t find data. Don’t trust it.
Can’t access it.
Complex, redundant, costly.
Can’t leverage what’s there.
Keep making more and not sharing it.
partnership
support
focus
framework
language

9. The EIM Strategy Building Blocks:
subject areas & capabilities
Subject Areas large groupings of data (such as Customer, Contract, Employee)
Capabilities large groupings of functions (such as Business Intelligence, Data Warehouse, Data Services, Master Data Management / Customer Data Integration, ECM, Data Governance)
Building
Blocks
clean, secure, unified, sharable data
available for the right people at the right time.
EIM ensures
partnership
support
focus
framework
language

10. The EIM Building Blocks:
subject areas
Each subject area consists of one or more sub-areas.
Used to:
Provide common framework and language across business and IT.
Establish clear boundary of data ownership and stewardship.
Identify common data needs across projects.
Provide basis for designing, managing and documenting data.
partnership
support
focus
framework
language

11. The EIM Building Blocks:
capabilities
clean, secure, unified, sharable data
available for the right people at the right time.
EIM ensures IT
Data Warehouse & Data Marts
Business Intelligence
Master Data Management (MDM) / Customer Data Integration (CDI)
Data Governance: Metadata ,Quality, Security
Enterprise Content Management (ECM)
EIM Capabilities B U S I N E
Data Integration / Data Services
partnership
support
focus
framework
language

12. EIM Principles for subject areas and capabilities partnership support
All data is classified into Subject Areas to logically divide it into manageable pieces.
Each subject area has Data Owner/Stewards assigned as a critical part of the Data Governance program.
Data is sourced from the System of Record or Certified Copy to ensure integrity and known quality.
Each system that maintains sharable data provides Standard Interface to this data to support common data definitions and data reuse.
Data Reusability Approach is used to identify common data needs across all projects so optimal enterprise solutions can be developed.
Information Management Strategy that defines and promotes key principles is maintained and all projects adhere to it.
partnership
support
focus
framework
language

13. EIM Principles:
Each subject area has Data Owner/Stewards assigned as a critical part of the Data Governance program
partnership
support
focus
framework
language

14. Data Requirement Matrix
EIM Principle:
Data Reusability Approach is used to identify common data needs across all projects
Goal: Implement data solutions that are most beneficial for enterprise rather than a single project
Approach: look at data needs across programs (high priority business capabilities) and develop common data solutions, prioritized by how many programs need the same data
Data Requirement Matrix
partnership
support
focus
framework
language

15. EDW R20 – Contract Term Life
Roadmaps for Reuse
(using EDW as Data Capability example)
ROI due to reuse:
Cost to build for reuse = 2.5 X cost to build a silo
Positive return if 3+ consumers use the same solution
Build sharable data by subject areas
EDW R100 – Campaigns
Compliance R10
Marketing R40
CRM R100
EDW R20 – Contract Term Life
Fraternal R20
Marketing R30
EDW R1– Customer Groups
Consume data by Programs (Business Capabilities)
Marketing R1 Fraternal R1 Self-Service R1
Compliance R2
CRM R1
Compliance R1
2007
2008
……..
2012 +

16. Projects Implement Common Solutions
based on Reuse roadmap
Customer Data Integration (MDM)
Provide sharable Customer data
Policy Admin Systems
Provide sharable Contract Data
Enterprise Data Warehouse (EDW)
Integrate sharable data
30+ major initiatives participated in Data Reuse
Many Others…
CRM
Leverage sharable MDM Customer & EDW Contract data
Compliance
Leverage EDW Customer, Contract, Agent data
Marketing
Leverage EDW Customer, Product, Agent data
Self Service
Leverage MDM Customer, EDW Contracts

17. EIM Story bring order to data complexity, enable business results 1 2
Fraternal
Self Service 1 2
Loyalty program rewards Members for Fraternal product ownership and engagement with organization
Member logs on to company website to review points earned to date, updates personal preferences
Fraternal Tools
thrivent.com
Benefit Points
Preferences 3
Marketing
Marketing conducts analysis on customer information to identify members and prospects for offers and communications
Policy Admin
DW & Marts
Contracts
Segmentation
Compliance Package
Sales
Suitability 5
SalesForce.com
Compliance 4
CRM
Suitability analysis completed on new business contracts
Financial representative responds to lead sent to SalesForce, meets with member, sells new contract

18. Business Use of Data: Some Examples

19. Five Rules guided our work
Business + IT partnership. (Early and throughout.)
Executive support based on ROI + expanded capabilities.
Constant focus on supporting key business strategies.
A framework that’s holistic, simple, iterative.
Common language.

20. Information Management Strategy is focused on maturing key business capabilities
Cross-sell to Existing Customers Initiative/Campaign ROI Calculation New Customer Acquisition High-Value Customer Retention Agent Recruiting High-Value Agent Retention Underwriting Pricing Etc.
Example of
selecting
key
capabilities

21. Cross-Sell Model identifies each household’s likelihood to purchase each product
Each existing household assigned a probability of purchase
Households rank-ordered based on probability of purchase; placed in one of twenty groups based on rank
Lift for top group over 7x average

22. Household Assigned a Number of Stars for each product based on its model group
Top 10%
Next 10%
Next 50%
Remaining 20%
0 stars

23. Model Output Delivered to Agents via salesforce for cross-sell success
Household – Bob Jones – HHID: 12345
Variable Annuity
Term Life
Cash Value Life
Mutual Fund
Health

24. Scorecard
automatically calculates and displays ROI of each campaign / event / initiative

25. New Member Acquisition Model and Pilot Campaign in progress: an example of projected ROI
Data: $80,000
Model Development: $70,000
Printing and Mailing Costs: $100,000
Management and Agent Time: $200,000
Total Expense: $450,000
Member Households Contacted: 100,000 X
Projected Response Rate Range: 0.3% to 1%
Average Value per Response: $1,800 =
Total Revenue Range: $540k to $1.8M
Net Return Range: $90k to $1.35M

26. Five Rules guided our work
Business+ IT partnership. (Early and throughout.)
Executive support based on ROI + expanded capabilities.
Constant focus on supporting key business strategies.
A framework that’s holistic, simple, iterative.
Common language.