1. M ASTER D ATA AS A S ERVICE A MDM E VOLUTIONARY J OURNEY Frank Cerwin DAMA Chicago – December 10, 2014

2. McDonald’s - Director, Data Architecture & Services – Master Data Management – Data Movement / Enterprise Application Integration – DBMS Financial Services – JPMorganChase – Discover Card – Allstate Insurance Government – DuPage County Cross-industry Consulting – Financial Services – Union Pension & Welfare – Manufacturing – Education Frank Cerwin Background Copyright 2014 - Frank Cerwin2

3. A Multi-company MDM Journey JPMorganChase $97B revenue 50MM consumer households 7700 corporate customers Growth thru mergers and acquisitions 8th largest bank in the world McDonald’s $27B revenue > 34,000 restaurant locations 119 countries World’s largest food retailer Serving 69 million customers per day Distributed business model 85% franchised globally 1.9 million employees (5 th largest employer in world) Copyright 2014 - Frank Cerwin3

4. Timeline of the Journey 1993 2014 1995 2004 2010 The Financial Services’ M&A Years The Quick Service Restaurant Years MDM 1.0 launched MDM 2.0 – NBD integration & new channels MDM 3.0 – BankOne integration MDM 1.0 launched MDM 2.0 – Redesign w/ new domains Copyright 2014 - Frank Cerwin4 Proof of Concept 1998 JPMC integration

5. Financial Services’ Customer MDM Overview Copyright 2014 - Frank Cerwin5 Multi-CIS integration Customer-Account relationships Customer authentication & authorization Customer profiles Customer offers Standardized subscriptions Multi-CIS integration Customer-Account relationships Customer authentication & authorization Customer profiles Customer offers Standardized subscriptions Credit Card Accounts Investment Accounts Deposit Accounts Deposit Accounts AnalyticsCall Center Personal Financial Mgmt. Software IVR – Bank By Phone Teller ATM Customer Information System offers cases customer profiles accounts & relationships Web Banking

6. Quick Service Restaurant MDM Overview Copyright 2014 - Frank Cerwin6 Multi-domain integration Entity inter-relationships Quality profiling Master data authoring Governance Publishing controls Custom Subscriptions Metadata management Multi-domain integration Entity inter-relationships Quality profiling Master data authoring Governance Publishing controls Custom Subscriptions Metadata management ERP Restaurant Operations HR Systems ID & Access Provisioning ProductLifecycle Manager Crew Portal Consumer Web Sites Product Lifecycle Manager GS1 Supplier Portal Human Capital Locations Learning Mgmt Market-specific Organizational Structures

7. Keys to Success Positioned as an “enabler” Data lifecycle focus Holistic, future-looking approach to architecture “Fit for Purpose” not “Good or Bad” data perspective Quick and frequent deployments Low complexity technology Low Total Cost of Ownership (TCO) Better data insights via broader responsibilities Easy source and subscriber onboarding Focus on operational apps over analytical apps Central funding, at least at first Copyright 2014 - Frank Cerwin7

8. Other Lessons along the Journey B2B eCommerce lessons: – Managing suppliers – Creating a catalog taxonomy – Taking orders via the Web ITIL (IT Infrastructure Library) lessons: – Service definition: A means of delivering value to customers by facilitating outcomes customers want to achieve without the ownership of specific costs or risks – Creating a Service Catalog – Practicing financial diligence – Developing OLAs, SLAs, KPIs Copyright 2014 - Frank Cerwin8

9. The Next Leg of the Journey: Evolving MDM into a Service Business Copyright 2014 - Frank Cerwin9

10. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin10 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment

11. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin11 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Marketing Promoting awareness Stimulating selection and adoption

12. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin12 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Product Ordering Online Shopping for master data Demand management Creating estimates: Time and Cost Approving requests for sensitive data

13. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin13 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Sourcing Finding suppliers for your master data Supplier negotiations Taking delivery of master data

14. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin14 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Quality Control Profiling Source comparison Managing your suppliers’ reliability Determining if there is a better supplier for the master data

15. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin15 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Inventory Management Documenting available data Determining inventory levels Tracking spoilage: data’s shelf-life (usefulness) has expired

16. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin16 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Authoring Standardizing / Normalizing Translating

17. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin17 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Order Fulfillment Creating MDM subscriptions Considering your fulfillment frequency to a subscriber

18. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin18 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Distribution / Logistics Determining options to deliver subscriptions Determining delivery locations

19. Master Data as a Service Service Model Copyright 2014 - Frank Cerwin19 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Finance Calculating your TCO Pricing your service Budgeting

20. Copyright 2014 - Frank Cerwin20 Marketing Quality Control Quality Control Product Ordering Order Fulfillment Distribution / Logistics Invoicing & Payment Finance Inventory Management Inventory Management Sourcing Manufacturing / Enrichment Invoicing & Payment Determining your chargeback model: when, who, how much Understanding of your financial tools Master Data as a Service Service Model

21. Product – What is your market? – What does your market want from your service? – What is it to be called? – Do you have competition? Place – Where can customers find your service? – Where do they order your service? – Where do you have to deliver your master data? Price – What is the value of the service to your customer? – What does the customer think is a fair price? – How and when will you charge for your service? Promotion – What is the objective of your advertising message – How and when do you get across your marketing messages out Copyright 2014 - Frank Cerwin21 Launching Your Service

22. The Master Data Marketplace Benefits Provides lifecycle structure to master data management Manages master data as a true asset Value realization Expense recovery Long-term MDM sustainability Copyright 2014 - Frank Cerwin22

23. Q&A Copyright 2014 - Frank Cerwin23