MDM Server

IBM Master Data Management
Master Data Management Server v 8.0

Q1, 2008
2005 IBM Corporation
Agenda
Master Data Management Market Update
IBM Multiform MDM Strategy Keep it simple
Introduction to IBM MDM Server v8
Key Supported Features
Implementation Styles
Packaging and Pricing
CDI Entry Level Concept
Case Studies
Gartners View of the CDI market
By 2010, the customer

data integration hub
software market will grow
to $706 million, with a
five-year compound
annual growth rate of
30%.
CDI Hub Total Software Revenue,

2003-2010
800
160%
Revenue
700
140%
Growth
600
120%
500
100%
400
80%
300
Source: Gartners Market Share

and Forecast: CDI Hub Software,
Worldwide, 2005-2010 by Fabrizio
Biscotti and John Radcliffe,
December 2006
60%
200
40%
100
20%
0%
2003
2004
2005
2006
2007
2008
2009
2010
Source: Gartner Dataquest (December 2006)
Gartner Estimates Significant Growth in PIM Market

Increasing customer recognition that
inaccurate product data is the root cause of
significant business challenges
Value of PIM extending beyond early adopter
industries, e.g. A&D, Industrial manufacturing
Requirements are becoming more complex
Business drivers such as multi-channel and
eCommerce
Nature of data in new industries (e.g. A&D) is
inherently complex
Gartner expectations:
By 2010, IBM, Oracle and SAP will command
more than 50% of PIM SW revenue (0.7
probability)
PIM SW (lic. & maint.) $ in millions
Gartner Estimated PIM Market Opportunity

2009 Est. $860M
2007 Est. $460M

$300M
$214M
No leader will emerge in the PIM market

before 2009 (0.7 probability)
Analysts estimate that IBM will capture significant percentage of

PIM market opportunity over next three years
4
Source: Magic Quadrant for Product Information Management, 2Q07, Gartner, Inc.
Master Data Management Market

Master data management is a large, fast growing,
highly fragmented market
$4 billion software and services in 2005
(IDC)
>15% CAGR through 2009

Key infrastructure requirement across all industries
Consolidation occurring across all segments
Complexity of integration, scalability, product
extensions, and service skills driving investments
IBM views this market as core to Services Oriented

Architecture (SOA) strategies
Enable the delivery of composite applications across
heterogeneous environments
Drive efficiencies and new processes in multiproduct, multi-channel, multi-geography based
companies
5
Gartner Magic Quadrants

Magic Quadrant for Customer Data Integration Hubs 2007
Source: Gartner, Inc. Magic Quadrant for Customer Data Integration Hubs,
2Q06 by John Radcliffe. May 26, 2006. This Magic Quadrant graphic was
published by Gartner, Inc. as part of a larger research note and should be
evaluated in the context of the entire report. The Gartner report is available
upon request from IBM.
Gartner Magic Quadrant For Product Information Management 2007
Source: Magic Quadrant for Product Information Management,

2005 Gartner ID: G00139227, Andrew White, Published on 16
May 2006
IBM is #1 rated MDM solution Perfect Score!

IBMs MDM product portfolio is very threatening to competitors because it leverages
best-of-breed DBMS, DW, DI, DQ and data governance products; has been packaged,
customized and licensed effectively for the leading MDM horizontal and vertical markets;
and is delivered through IBMs global professional services force. Current Analysis, Inc.
Growth of the MDM Market

IBM already fields one of the strongest MDM suites on the market, having
made several DM vendor acquisitions in recent yearsmost notably, EII/ETL
pioneer Ascentialto build up its portfolio, while providing packaged MDM
offerings targeted at the CDI and PIM markets.
- Jim Kobielus, Current Analysis, October 2007By 2012, the market for enterprise MDM solutions (software & services) as
both strategic initiatives and to refresh aging legacy MDM capabilities will
exceed US$3BThrough 2009-10, mega IT vendors (IBM, ORCL, SAP, &
TDC) will dominate the MDM market with niche/best-of-breed vendors
thriving in specific industries & horizontal/corporate applications.
- Aaron Zornes, Chief Research Officer, The CDI Institute, December 2007
Now that MDM is starting to mature it has the potential to become the
authoritative way to manage the single trusted view of the customer.
- Judith Hurwitz, The Hurwitz Group, October 20078
Agenda
Case Studies
Multiform Master Data Management

The Application Process and Function Problem
Data and
Functionality
unique to each
application
Data and data

functionality
common to
applications:
Customer,
Account, Product
CRM
Billing
ERP
Application-unique
Functionality & Data
Application-unique
Application-unique
Common
Common
Common
Symptom
Data is inaccurate, incomplete
and conflicts with other systems
10
Root Cause
Common data and data
function is siloed

Definition
Definition of Master Data

Key facts describing core
business entities
High value information impacting
most important business
processes
Siloed in multiple processes,
applications, and LOBs
Definition of Master Data Management Application
Support all applications that create and consume master data
Contain configurable functionality to maintain and be the system of truth for master data
Maintain and leverages relationships among master data entities
Manage the complete data lifecycle
11
Support all implementation approaches
The Simple Story!

Multiform MDM Strategy
Master Data Management has 2 requirements:

1. Data Domains Manage master data on party, product, account and location and
maintain relationships among them
2. MDM Function Business processes associated with the Master Data

MDM Function
Collaborate
Operationalize
Create and
Define
Real-time
business services
MDM Data Domain

Party, Product, Account, Location
12
Analyze
Insight and
Analysis
1. Multiform Master Data Management

Defining Domains
Party can reflect any legal entity,
whether individual or organization
Product encompasses both
physical goods as well as services
Account includes terms and
conditions, and associated
relationships
Location may serve as a primary or
secondary domain
...Not only must these domains be
managed but also the relationships
among them...
13
Party, Product,
Account, Location
Party
PRODUCT
Agent
Customer
Employee
Prospect
Supplier
Part
Product
Product Bundle
Item/SKU
Service
Terms & Conditions
ACCOUNT
LOCATION
Contract
Agreement
Transaction
Reward Program
Financial Account
Location
Address
Contact Method
Geography/Region

Master Data Domains
An MDM application must
manage deep data on a single
primary data domain party,
product, account
Party
Account
Product
Location
14
Multi-domain Relationship
Management
An MDM Application must
manage complex relationships
among data domains to gain
understanding of master data

Why Multiple Functions?
Op
Co
lla
al
n
io
t
a
er
Data
Lifecycle
Management
bo
ra
Data is dynamic, not static
Applications that use master data

play different roles
tive
the same application may

create data, consume it, and
require analysis of it
One Functional style can trigger

another
An MDM System must be able to

1. Provide mechanisms for
consistent use of master data
across the organization
Analytical
15
2. Integrate the functional styles

to manage data lifecycle
processes

Characterized By Multiple Users, Multiple Usages
Operational Business Applications
Application-unique
Application-unique
Application-unique
Application-unique
Common
Common
Common
Common
Operational
Data Usage
Real-time SOA data access
Collaborative
Data Usage

Collaborate
Operationalize
Analyze
Define, create and synchronize

Master Information
Deliver Master Information as a

service for business operations
Drive real time

business insight
Analytical
Data Usage
Party (customer, citizen, prospect, organization, supplier, distributor, etc.)

Application-unique
Data Creators e.g.,

Administrators,
Business
trading partners,
Applications
etc.
Common
Define and create

master data
16
Product (good, service, product bundle, catalogue, product component, etc.)

Account (Agreement, financial account, reward program, etc.)
Data
Warehouses
Reporting &
Analytics
Analyze
master data
The Simple Story! One Small Addition

Master Data Management has 2 requirements:
1. Data Domains Manage master data on party, product, account and location and
maintain relationships among them
2. MDM Function Business processes associated with the Master Data
and MDM may be implemented in 4 different styles

MDM Function
Collaborate
Operationalize
Create and
Define
Real-time
business services
Analyze
Insight and
Analysis
MDM Data Domain

MDM Implementation Style
17
Consolidation
Registry
Co-existence
Transaction

Consolidation Example
Consolidation
Registry
Co-existence
Transaction
Consolidation
Full data model across multiple
data domains
Batch import capabilities +
Information Server integration
Data stewardship and
governance functionality
Batch export to target systems
Batch Import
MDM Database
Full Data Model
Matching
Governance
Batch Export
18

Registry Example
Consolidation
Registry
Co-existence
Transaction
Registry
Index (cross-reference) capabilities
for any data entity and attribute in
the IBM MDM Server database
Search and inquiry services
Capabilities for virtual consolidated
view via Information Server
capabilities (federated queries)
Data stewardship and matching
19
Source
Source
MDM Database
Index
Virtual View

Co-existence Example
Consolidation
Registry
Co-existence
Transaction
Batch Import
Co-existence
Full data model across multiple data
domains
MDM Database
Full Data Model
Matching
Cross-reference keys, subscription

management, and message notification
capabilities
Governance
Application
Search and inquiry SOA services
Application
Application
20

Transaction Example
Application
Consolidation
Registry
Co-existence
Transaction
Application
Application
Transaction
System of record add and update SOA
transactions, with full business logic
Transaction audit logging and database
change logging and auditing
Authorization an the data attribute level
rules of visibility to control data access
Transaction processing capabilities
transactional integrity across all business
services and ability to participate in
enterprise (cross application) transactions
21
MDM Database
Full Data Model
Matching
Governance
Application
Application
Application

Consolidation
Registry
Co-existence
Transaction
Multiform MDM requires multiple Implementation Approaches to ensure

customer success
IBM is the only MDM vendor able to deliver on all 4 Implementation

Approaches:
The Transaction approach is a superset (100% functionality) encompasses the
full functionality of all others
Consolidation, Registry and Co-existence are a partial deployment/use based
on specific use cases/requirements
Multiple approaches may be used simultaneously (i.e, single deployment,
single install) to meet specific business needs/requirements within:
Data domains or individual subject areas/attributes
Business units
Consuming applications
Geographies
22
IBM Is Uniquely Positioned to Deliver On Multiform MDM

Through IBM MDM Server and WebSphere Product Center
IBM Master Data Management Server
Integrity
Action
Maintains single
record
MDM business
services
Data
Governance
Rules of visibility
Knowledge Master Profile
Services interface
Intelligence
Business rules to
manage events
IBM WebSphere Product Center

Insight User Interface
Intelligence
Leverage
Interaction
Business rules to
manage events
Aggregate and
syndicate data
User and Rolebased Access
Knowledge Flexible data model
IBM MDM Server and IBM WebSphere Product Center deliver Multiform MDM capabilities

MDM Function
Collaborate
Operationalize
Create and
Define
Real-time
business services
Analyze
Insight and
Analysis
MDM Data Domain

23
Consolidation
Registry
Co-existence
Transaction
IBM MDM Server Addresses Multiple Domains via Operational Functionality

IBM MDM Server is first product to
deliver significant capability across
domain and function. IBM is also able
to address multiple implementation
styles.
Primarily operational but offers some
collaborative and analytical.
Multiform MDM is IBMs strategy for the
most complete MDM offering by
addressing:
MDM Domains
MDM Functions
MDM Implementation Styles.
24
Index
Reference System of
Data Record Data

WPC Addresses Collaborative Style, Product Domain
Collaborative Usage of MDM:
Manages the process of Creating, Defining, and Verifying
master data
Focused on the definition of Master Data that can be
synchronized with Operational and Analytical Systems

Collaborate
Operationalize
Analyze
Party (Customer, citizen, prospect, organization, supplier, distributor, etc.)

Product (good, service, product bundle, catalogue, product component, etc.)
Account (Agreement, financial account, reward program, etc.)
25
IBM WebSphere Product Center

The most experience with Product
Information Management
implementations
Largest customers in the world
Multi-faceted requirements
Multiple verticals
Ranked as leader by industry analysts
Recognized leader in expanding
collaborative and operational
requirements for product domain into
broader MDM offering
Out of the box functionality
Excels in heterogeneous
environments
26
WebSphere Product Center allows companies to create a single, up-to-date

repository of product information that can be used throughout their organization for
strategic business initiatives.
IBM MDM Server Release Summary

Technology Benefits
Cross-domain capabilities
Manage Risk & Compliance
Master Data Lifecycle Support
Manage Information Complexity
Optimized Infrastructure
WPC
Collaborative Prod
Cambridge
Collab
Party
Collaborative Prod
Hollywood
Collab
nt
e
09
em
20
g
na
a
aM
Operational
Party
Glendale
Acct
Prod
Multiform Phase II
Auckland
Operational
Operational
27
Party
Acct
Prod
Multiform Phase I
Party
Prod
Bordeaux
Collaborative Prod
WCC
Acct
Multiform Phase III
WPC
Customers
WCC
Customers
Analytical
WPC
Customers
WPC
WPC
Operational
08
20
M
IB
r
e
v
r
Se
at
D
r
e
t
s
Business Benefits
Revenue Enhancement
Ma
Customer Care
Thread and Fraud
Services Optimization
Operational Efficiency
10
20
Agenda
Case Studies
28

Operational MDM
Operational Function of MDM:
Use and Maintenance of Master Data occurs within
Operational process/applications
Master Data is consumed by other systems via real-time
accessible SOA Services
MDM Function
Collaborate
Operationalize
Create and
Define
Real-time
business services
MDM Data Domain

29
Analyze
Insight and
Analysis
IBM Master Data Management Server v. 8.0

Manages the complete master
record for operational
customer data to all systems
& channels
Capable of being the system
of record with full
transaction processing and
business logic capabilities
Provides accurate and
complete customer data to all
operational business
processes that require
customer data
Improved and
differentiated customer
service
Increased revenue via

improved cross-selling and
event management
Ability to persist new

customer data such as
privacy preferences,
events, and multi-channel
interactions
Regulatory compliance
30

MDM Function
Collaborate
Create and
Define
Operationalize
Real-time
business services
MDM Data Domain

Analyze
Insight and
Analysis
Action
Maintains single record
MDM business services
Data Governance
Rules of visibility
Services interface
Integrity
Intelligence
Business rules to
manage events

MDM Server is a service-oriented business application
31
Action
100% service oriented every function is a business service to maintain the master customer profile
More than 700 large and fine grain business services
Integrity
Data quality components are integrated with MDM business services
Detection of duplicate parties, data validation rules
Data stewardship UI managing data and data quality within MDM Server customer master profile
Intelligence
Business rules event detection and notification
Critical data change management
Data Governance
Privacy, data security & governance manage user/role access to data at a granular level
Knowledge
Party-centric model with complex hierarchies
Contains operational database and history/audit trail database to maintain master data audit trail
Note: all information represents IBM's current intent, is subject to change or withdrawal, and represents only goals and

Adding a New Customer
Action- MDM Server kicks

off a large grain business
service called add new
customer to begin
transaction
Knowledge MDM Server

houses and stores the new
record
32
MDM Servers Integrity and

Intelligence called on to
perform search, data
validation, party matching
and event notification
capabilities to ensure
accuracy of data and
notification to other systems
Data Governance provides
security around who can
view and edit the data
Action
Name
Address
Add
Customer
Search
Person
Check for
Duplicates
Add
Customer
Contact Method
Identification
Relationship
Financial Profile
Intelligence
Check User
Authorization
Event Notification New

Customer Added
Integrity
Duplicate Suspect
Processing
Information Integrator for

Standardization & Matching
Knowledge

Multiform MDM Function - Operational
Action
Data Governance
Rules of visibility
Services interface
Integrity
Intelligence
Business rules to
manage events

Designed for integration to multiple applications
Contains both large and fine grain services
Add customer, value package management, add product (large
grain)
Business Logic components integrated

with business services
Update phone number, add hierarchy node (fine grain)
Rules of visibility to authorize data access
Flexibility
Easily extend or build new services from existing services
Critical data change business rules

Event processing
Duplicate suspect processing
33

Multiform MDM Function - Operational
Action
Data Governance
Rules of visibility
New business services

Account & agreement
Value package management
Product
Product category & hierarchy management
Know-your-customer compliance
Needs analysis
Person and organization demographics
Coarse grain cross-domain business services

34
Services interface
Integrity
Intelligence
Business rules to
manage events
IBM MDM Business Services - Categorization
New in IBM MDM Server v8
Party Demographic
Services
Roles-related Services
Customer Service and

Sales Services
Account Services
Product Services
Party
Basic Demographics
Definable Demographics
Party Names
Party Values
Party Search
Delete Party
Delete Party History
Party Macro Roles

Contract Party Roles
Rebate/Claim Party Roles
Grouping Party Roles
Hierarchy Part Roles
Relationship Party Roles
Search by Party Role
Interaction History
Campaigns
Privacy
Customer Preferences
Party Values (Value Profile)
Notes/Alerts
Data Stewardship
Services
Party Relationship
Services
Location Services
Contract
Contract Component
Contract Party Role
Contract Details
Contract Location
Contract Terms & Conditions
Contract T&C Override
Contract-Product Relationships
Contract Note/Alert
Contract Search
Contract Relationship
Value Package Management
Duplicate Suspect Management

Collapse/Split Parties
Aggregate View Duplicates
Collapse with Rules
Source System Data
Data Decay Metadata
Suspect Search
Create Search
Party Relationships
Party Grouping
Hierarchy Management
Role Relationships
Line of Business
Address
Contact Method
Household
Location Group
Role Location
Address Standardization
Address Demographics
Product
Product Type Hierarchy
Product Values
Product Search
Product Terms & Conditions
Product Relationship T&C
Product Category Hierarchy
Product Identification
Product Equivalency ID
Product Content Mgmt Ref
Product Relationships
Category Hierarchy Equivalency
Category Hierarchy Search
Category Hierarchy Values
Terms & Conditions
Terms & Conditions Parameters
Party Financial Profile

Services
Party Identification &

Directory Services
Events & Customer

Insight Services
Bank Account
Credit Cards
Payroll Deduction
Income Source
Party Identification Registration

Party Equivalency ID
Search Party Equivalency ID
System Key ID
Acxiom Abilitec KeyRetrieval
Party Events
Events
Customer Value Profile
Corruption Management
Needs Analysis
KYC Questionnaire
35
Contract Services
Contract
Contract Component
Contract Party Role
Contract Location
Billing
Rebate/Claim
Contract Note/Alert
Contract Search
Holding
History & Audit Services

Party History Audit Trail
Account History Audit Trail
Product History Audit Trail
Transaction Audit Log
Delete Party History

Multiform MDM Function - Collaborative
Action
Data Governance
Rules of visibility
Services interface
Integrity
Intelligence
Business rules to
manage events
Integration with Information

Server Quality Stage
Probabilistic matching
Standardization
36
Data Stewardship
Application enhancements
Task management
Party management
capabilities
Data decay and recency
Hierarchy management
Grouping and relationship
management

Multiform MDM Function - Analytical
Action
Data Governance
Rules of visibility
Services interface
Integrity
Intelligence
Business rules to
manage events
Event management engine

Detect master data events
Trigger actions notification
messages
37
Integration with IBM Industry

Model Data Warehouses
Banking Data Warehouse
Insurance Information
Framework
Telco Data Warehouse
Retail Data Warehouse
Ability to interface with insight
stored within DW or store
value profiles within IBM MDM
Server

Platform Features
Action
Data Governance
Rules of visibility
Services interface
Integrity
Intelligence
Business rules to
manage events
Flexibility
Federated Deployments
Multiple extension methods dynamically

extend/add data model via multiple
mechanisms.
Multiple application instance deployments
Data model/service configuration (rename and

disable parts of the product)
Message Notification Engine
Performance
Metadata management
Performance management reporting
Integrated platform tooling

Development, Test & Deployment
Performance optimization
38
Data Validation Engine
Common Audit Trail

Multiform MDM Data Domains
Integrity
Maintains single
record
Action
MDM business
services
Intelligence
Data
Governance
Services interface
Replication of data in
siloed projects
Requirements grow over
time and require different
POVs
Single view of
Single view of
CUSTOMER
PRODUCT
Agent
Customer
Employee
Prospect
Supplier
Part
Product
Product Bundle
Item/SKU
Service
Terms & Conditions
Master
Single view of
ACCOUNT
record
Contract
Agreement
Transaction
Reward Program
Financial Account
39
LOCATION
Location
Address
Contact Method
Geography/Region

Integrity
Maintains single
record
Action
MDM business
services
Intelligence
Data
Governance
40
Services interface
Hierarchy
Party
Events & Insight
Identification
Product
Roles
Relationships
& Groups
Account
Interactions
Location
Terms & Conditions

Integrity
Maintains single
record
Intelligence
Action
MDM business
services
Data
Governance
Location
Services interface
KYC Compliance
Demographics
Interaction
Relationships
Privacy
Roles
Party
Contract
and Product
Financial
Profile
Events
and Insight
41
Data
Identification Stewardship
Party model with

support for different
Party Roles
Agent
Customer
Employee
Prospect
Supplier

Integrity
Maintains single
record
Intelligence
Action
MDM business
services
Data
Governance
Services interface
Terms and Conditions

Crossreference
Keys
Account to
Product
Relationship
Base Contract
Relationships to Party
Relationships to Product
Contract Terms and Conditions
Contract Services
Value Package Sample
Account
Relationships
Agreement
Account
Account to
Party Role
Account
Components
Account
42
Account
Alerts
Account model with

Party Roles
Contract
Agreement
Transaction
Reward Program
Financial Account
Account MDM Domain The natural evolution

Customer Domain always had the notion of holdings as those items that make the customer a customer
These where initially expressed as agreements (in fin. serv.) or contracts (other industries)
As customer centricity objectives advanced, a more comprehensive need emerged: a comprehensive ability to offer, capture
and administrate accounts for customers, that can support complex holdings, i.e. wide-ranging products, services
subscriptions, product owned/registered, etc. or bundled versions thereof
Account is a natural linkage point between the customer (party) and product domains
Retail Examples: Store Card Accounts, Contracts with Suppliers etc.
The Account domain would be used to manage the Contract between a Retailer and Vendor (Supplier)
The Account domain would be used to manage the Contract (Store Card Account) between a Retailer &
Customer
43
MDM Account
MDM Account provides a single source of truth of
accounts and relationships among accounts.
It can be used to offer new services for existing

accounts
Consolidated Statements
Consolidated Billing & Payments
Account Sweeps
Rewards Points across accounts
It can be used to offer new products by

aggregating existing accounts
Value Packages
MDM Account
Value Package X
(Managed Account)
Cheque
Account
(Ref Account)
Savings
Account
(Ref Account)
Credit
Account
(Ref Account)
In all cases, the Account hub is made up of

Managed Accounts and Reference Accounts
Managed Accounts are system of record and can

be transacted against.
Reference Accounts are managed in other
systems (analogous to WCC contract)
IBM MDM Server v8.0 focuses on foundational and

value packages.
44
Cheque
Account
Savings
Account
Credit
Account
Cheque System
Savings System
Credit System
Account Details
Account Services
Contract
Contract Party Role
Contract Details
Contract Location
Contract Terms & Conditions
Contract T&C Override
Contract-Product Relationships
Contract Note/Alert
Contract Search
Value Package Management
Examples of some elements added to contract:

agreement type, agreement status type,
service level type, managed account indicator,
agreement name / nickname,
signed / executed / terminated dates
45
Value Package Example

How do we govern the terms and conditions of a value package?
Value Package product is defined using product structure
This includes terms and conditions with attributes
Eg, Core components must be in a valid status with attributes normal-open, etc
When a Value Package is sold to a customer, a contract (account) is created

with relationships to the contracts included in the package.
When a subsequent transaction updates contract details (for a reference
account), event manager entries created. Rule executed to re-evaluate
conditions.
Have ideas on how to advance design around terms and conditions to provide
more support for condition evaluation. Looking for feedback. Also with other
topics such as product model.
46
Value Package (Product Bundle) Example

Account Domain
Triple Account Value Package
(Managed Account)
Product
Checking
Account
(Ref Account)
47
Savings
Account
(Ref Account)
Party
Credit
Account
(Ref Account)
Checking
Account
Savings
Account
Credit
Account
Cheque System
Savings System
Credit System

Integrity
Maintains single
record
Action
MDM business
services
Intelligence
Data
Governance
Services interface
Good
Category
Service
Hierarchy
Product
Terms and
Conditions
48
Crossreference
Keys
Features
Base Product
Product Dynamicity
Product Terms and Conditions
Category Hierarchy
Localization
Product Services
Product model with
Party Roles
Part
Product
Product Bundle
Item/SKU
Service
Terms & Conditions
Product Domain
Support for large, complex product implementations
Millions of products and relationships
Complex data model requirements
Validation framework
Auditing and Effectivity Dating
Out of the box product data model
Flexible and Extensible
Standards based
Links to other data domains
Support for complex product structures and relationships
Item to Item, Up-Sell, Cross-Sell, Bundles, Packaging

Hierarchy
Support for multiple product hierarchies and mapping
Inheritance
Out of the box business services
49
MDM Product
MDM Product provides a single source of truth for product information.
When deployed as a Collaborative Hub supports the collaborative

authoring of products.
When deployed as an Operational Hub provides product information
out to the enterprise.
Basic constructs include Products, Relationships, Product Catalogs,
Product Terms and Conditions.
Product domain addresses the fact that different types of products have
different attribution associated to them.
The definition of a CS service is different than the definition of a credit

card product which is different than the definition of a deposit account
product
IBM MDM Server v8.0 focuses on foundational and the Operational Hub
style.
50
Card Product
Product Details
Product Services
Product
Product Values
Product Search
Product Terms & Conditions
Product Relationship T&C
Product Category Hierarchy
Product Identification
Product Equivalency ID
Product Content Mgmt Ref
Product Relationships
Product History Audit Trail
Category Hierarchy Equivalency
Category Hierarchy Search
Category Hierarchy Values
Terms & Conditions
Terms & Conditions Parameters
51
Loan Product
Credit Facility
Deposit Prod
Sample Set of Services
52
AddProductInstance
AddProductType
UpdateProductInstance
UpdateProductType
GetProductInstance
GetProductType
SearchProductInstance
GetAllProductTypes
AddProductAdminSysKey
AddProductTypeSpecUse
UpdateProductAdminSysKey
UpdateProductTypeSpecUse
GetProductTypeSpecUse
GetAllProductTypeSpecUsages
GetAllProductSpecs
CategorizeProduct
CategorizeProducts
GetProductAdminSysKey
GetProductAdminSysKeyByProductId
GetProductAdminSysKeyByIdPK
GetAllProductAdminSysKeys
AddProductIdentifier
UpdateProductIdentifier
UpdateProductCategoryAssociation
RecategorizeProduct
GetProductIdentifier
GetAllProductCategoryAssociations
GetAllProductIdentifiers
GetProductCategoryAssociation
AddProductInstanceRelationship
GetAllProductsInCategory
UpdateProductInstanceRelationship
GetProductInstanceRelationship
About 20 Category-Hierarchy services not shown in this list
GetAllProductInstanceRelationships
TermCondition services not shown in the list.
(bordeaux)
(bordeaux)
(bordeaux)
Product Bundle Example

Product Data
Account Data
Starving Student Bundle
Joe Eager (Student)
Student Checking Product

Student Savings Product
Starving Student
Bundle Shell
No Frills Credit Card Product
(managed account)
iPod
Student Checking Account
Will receive a rate discount

on the credit card
Student Savings Account
(reference account)
(reference account)
Discount = 5%
Free iPod if accounts in good
standing after three months
The accounts within the bundle
must be in a valid status
Status = Active
Status = Credits Only
53
Credit Card Account

(reference account)
override
Will receive a rate discount

on the credit card
Discount = 7%
Implementation Approaches
Consolidation
Registry
Co-existence
Transaction
Multiform MDM requires multiple Implementation Approaches to ensure

customer success
IBM is the only MDM vendor able to deliver on all 4 Implementation

Approaches:
The Transaction approach is a superset (100% functionality) encompasses the
full functionality of all others
Consolidation, Registry and Co-existence are a partial deployment/use based
on specific use cases/requirements
Multiple approaches may be used simultaneously (i.e, single deployment,
single install) to meet specific business needs/requirements within:
Data domains or individual subject areas/attributes
Business units
Consuming applications
54
Geographies

Action
Data Governance
Rules of visibility
Consolidation
Registry
Co-existence
Transaction
Full data model across multiple data domains

Batch import capabilities + Information Server integration
Data stewardship and governance functionality
Batch export to target systems
55
Services interface
Integrity
Intelligence
Business rules to
manage events

Action
Data Governance
Rules of visibility
Consolidation
Registry
Co-existence
Transaction
Index (cross-reference) capabilities for any data entity and

attribute in the IBM MDM Server database
Search and inquiry services
Capabilities for virtual consolidated view via Information
Server capabilities (federated queries)
Data stewardship and matching
56
Services interface
Integrity
Intelligence
Business rules to
manage events

Action
Data Governance
Rules of visibility
Consolidation
Registry
Co-existence
Transaction
Full data model across multiple data domains

Cross-reference keys, subscription management, and
message notification capabilities
Search and inquiry SOA services
57
Services interface
Integrity
Intelligence
Business rules to
manage events

Action
Data Governance
Rules of visibility
Services interface
Integrity
Intelligence
Business rules to
manage events
Consolidation
Registry
Co-existence
Transaction
System of record add and update SOA transactions, with full business logic
Transaction audit logging and database change logging and auditing
Authorization an the data attribute level rules of visibility to control data
access
Transaction processing capabilities transactional integrity across all business
services and ability to participate in enterprise (cross application) transactions
58
Key Business Drivers for MDM

Revenue Enhancement More intelligent cross-sell & upsell via complete understanding of customer (profile,
accounts & interactions) to leverage bundling opportunities
Consistent Customer Treatment Blending channels to
deliver common customer interactions /experiences across
all touch points
Operational Savings & Efficiencies Once & done
enterprise-wide services for key customer processes such
as account changes (name, address)
Privacy & Regulatory Compliance Central location for
consistent rules of visibility & entitlements
M&A Infrastructure Shortening M&A customer, desktop, &
billing integration timeframes
59
Inconsistent Customer Treatment
Siloed views of customer information lead to inconsistent customer service.
Web Site
Contact Center
Store
Yet to the call center she is

completely unknown
Name: Jane Smith
Name:
Name: Jane F. Smith
Address: 437
Easy Street
Address
Address: 123
Main Street
Jane places an order via the contact

center
High value
customer 10% off
The call center rep does not see that

Jane is a High Value customer
Sales History
Product: 1234, 5748
Jane Smith
Is a high value web customer
And is not given the discount promotion

she is offered on the web site
60
Preferences
Customer Value:
High
Sales History
Product: 6574
Consistent customer treatment
Deliver common customer interactions / experiences across all touch points.

Web Site
Contact Center
Store
Jane Smith
MDM Server business services provide
every customer interaction point with the
complete view of the customer
Jane is now viewed and treated equally
across channels
And Service Improves
Yes I do see the order you placed on 2/2.
Did you know you qualify for a discount
promotion?
Would you like me to send that to your
home address?
61
getParty Service
Customer-centric Business Service
Name: Jane F. Smith
Address:
Home - 123 Main St
Billing 437 Easy St
Interaction History:
Service Issue 4/23/06
Web Order 2/2/06
Store Order 1/5/06
Relationships
Household:
Daughter Jenny
Husband John
Employer IBM
X-Sell Up-Sell: Items 5432, 4355
Privacy Preferences:
Solicitation - No
Customer Value: High

Sales History: Product 1234, 5748, 6574
Identifier IDs
Demographics:
Income - $100,000
Interests - Running
Age - 41
Life Events:
Daughters Birthday
Wedding Anniversary
Agreements & Contracts:

Service Contract
Warranty
Operational Inefficiencies
Problem: Inability to sell and service bundled product
Web Site
Product Sys 1
Name: Jane Smith
Product A:
Address: 437
Easy Street
Product B
Discounted
Product Sys 2
Jane Smith
The marketing department wants to
offer this ideal customer bundled
products to increase revenue and
drive customer loyalty
Operational systems are not
capable of managing bundles,
which are relationships among
existing products
The result is significant manual
effort and cost to create the illusion
of a bundle (e.g., manually
discounting a product in multiple
systems) and no way to manage or
track the bundle over time
62
Product 3345 67
High value
customer 10% off
Product C
Sales History
Product: B, 2234 68
Customer Value:
High
Product 2234 68
Discounted
Operational Savings and Efficiencies
Lower costs by managing and servicing valuable product bundles centrally.
Web Site
Product Sys 1
Product Sys 2
Jane Smith
MDM Server lets you manage the

terms and conditions of the
product bundle
It lets you manage eligibility
who can buy the bundle, and at
what terms and conditions
Account service the bundle
once purchased
MDM Server manages bundle data
the discount, relationships,
Terms & Conditions
63
Customer-centric Business Service

Name: Jane F. Smith
Address:
Home - 123 Main St
Billing 437 Easy St
Interaction History:
Service Issue 4/23/06
Web Order 2/2/06
Store Order 1/5/06
Relationships
Household:
Daughter Jenny
Husband John
Employer IBM
X-Sell Up-Sell: Items 5432, 4355
Privacy Preferences:
Solicitation - No
Customer Value: High

Sales History
Product: B, 2234 68
Identifier IDs
Demographics:
Income - $100,000
Interests - Running
Age - 41
Life Events:
Daughters Birthday
Wedding Anniversary
Agreements & Contracts:

Bundle
Service Contract
Warranty
Agenda
Case Studies
64
MDM Packaging and Pricing Highlights

Tiered approach helps maintain value based price point
Pricing done through Passport Advantage via offline
calculator
More simplistic than previous WCC model
Will provide more consistency in pricing
Reduces need for heavy discounting
Collapsed number of Party record types
Sold with Value units as the pricing metric
New structure for selling according to functional style
More enablement coming prior to launch***
65
MDM Server: Overview of Chargeable Components

Sold with Value Units as metric
Value units calculated on three factors:
Industry (5)
5 choices align with IBM Sectors (i.e. COMM, DIST, FSS, IND, PUBLIC)
Types of Records (4)

Functional Usage Styles (2)
Foundation is pre-requisite for Transaction Hub

No relevant product functionality at this time for Transaction Hub usage style
for Product record type
Industry: XYZ
Functional
Usage Styles
Foundation
Transaction Hub
66
Types of Records
Party: Individual
Party: Organization
Account
Product
MDM Server Pricing: Step 1 Industry

MDM Servers LI (and calculator) will include all industries in IBMs standard
sector/industry definitions (see below)
Communications
Sector
Distribution
Sector
Financial
Services Sector
Industrial Sector
Telecommunications
Retail Industry
Banks
Automotive
Government
Media&
Entertainment
Consumer
Products
Financial Markets
Electronics
Education
Insurance
Health
Utilities
Travel &
Transportation
Aerospace &
Defense
Chemical &
Petroleum
Industrial Products
67
Public Sector
Life Sciences
MDM Server Pricing: Step 2 Records

Customers will determine the number and type of records required based on the following 4 categories
of records:
Party: Individual
Party: Organization
Account
Product
Types of Records
Party: Individual
Party: Organization
Account
Product
A Party: Individual record

describes an actual person
represented. Examples of Party:
Individual include: person
customer, person prospect,
employee, agent, broker, and
citizen.
A Party: Organization record

describes a recognized legal
organization or logical grouping of
individual person parties. Examples
for party-organization include:
organization customer, organization
prospect, supplier, vendor, and any
group defined legal entity.
An Account describes a contract or

agreement that is owned by an
individual (an actual person) or
recognized legal organization or logical
grouping of individual person parties.
Examples for Account include: a
savings account, an insurance policy,
and a service agreement
A Product record describes a

finished physical good or
contract or agreement that is
offered to either individuals or
organizations. Examples of
Product include: a box of cereal,
a food processor, a savings
account, an insurance policy or
a service agreement.
68
MDM Server Pricing: Step 3 Functional Usage Style

Customers will determine the Functional Usage Style(s) required for their deployment needs
Customers may need both Foundation and Transaction Hub to address their needs
Purchase of the Transaction Hub usage style mandates a pre-requisite of the Foundation usage style
for that particular Record category
E.g. If a customer requires a Transaction Hub Usage style for their Party: Individual records, the customer
would need to purchase both Party: Individual Foundation and Party: Individual Transaction Hub
MDM Server team plans to install ITLM compliance switches for second release of MDM Server
Functional Usage Styles
69
Foundation
The Foundation functional usage style describes when the MDM Server is
used to store and use party data as an Index, Operational Data Store, or
referential system.
Transaction Hub
The Transaction Hub functional usage style describes when the MDM Server is
used as a system of record in a transactional manner. The Transaction Hub
functional usage style pre-requisites the Platform functional usage style for any
given category of Record.
MDM Server Pricing More detail

Industry: XYZ
Types of Records
PARTY
ACCOUNT
PRODUCT
Functional Usage
Styles
Foundation
Indexes & Source Values: party equivalency, native key,

product x-ref table, default source value, granular services,
contract role
Basic account data (reference data):

Contract and contract component, billing
summary, claims
Basic Party data & functionality: person, org, person name,

org name, identifier, granular data services, large grain services
(data centric), data validation engine, data decay
Supporting part data & functionality: org type, industry type,
party misc values, financial profile (bank accts), person and org
demographics, income source, granular data services, privacy
data (no rules/defaults)
Hierarchy & grouping & relationships: hierarchy, grouping
Alerts: notifications, party alert, account alert, campaigns
Interactions: interactions
Duplicate suspect processing & matching engine: data
steward UI, Dup suspect services & tables, Evergreen app, Data
corruption mgmt
Other: History, D&B
Transactional Hub
Advanced party data & functionality: LOB relationships,

critical data change management (pending), advanced duplicate
suspect processing (known duplicate) management, federation
services, KYC & needs analysis, ROV, macro role, coarse grain
business services, transaction security & user authentication,
delete services, privacy rules/defaults, large grain services
(business functionality)
Events: event manager, evergreen
Other: Axciom, Fast Track, ILOG
70
Account relationships
Value package management (all
relationship services)
Product Data: all

basic services in v8
release
Agenda
CDI Entry Level Concept MDM CoreAdvantage
Case Studies
71
Current Challenges in the MDM Market

We are seeing niche vendors in more and more deals
Past WCC messaging reemphasizes competitor's messaging
One size fits all not as effective
Desire to increase volume of MDM deals
Difficulty deploying POCs
Implementation effort seen as too large and expensive
Customer misperception that one vendor fits one style
Customer having limited capital resources to start their projects
More than 98% of WCC phase I implementations are
Coexistence/Registry and NOT Transactional!
72
MDM CoreAdvantage Concept

Project team in place building capability
Availability expected end of Q1 2008
Built on MDM Server v8
Will be priced via Foundation for MDM Server Pricing
Model
Leverages Information Server v8
Data Stage for Initial Load, delta updates
QualityStage for Standardization and Matching
Information Analyzer for data analysis
Implementation options for multiple phases

Each phase less than 2 months/200K
73
MDM Entry Level Offering

Industry: XYZ
Types of Records
PARTY
ACCOUNT
PRODUCT
Functional Usage
Styles
MDM CoreAdvantage
Foundation
Indexes & Source Values: party equivalency, native key,

product x-ref table, default source value, granular services,
contract role
Basic account data (reference data):

Contract and contract component, billing
summary, claims
Basic Party data & functionality: person, org, person name,

org name, identifier, granular data services, large grain services
(data centric), data validation engine, data decay
Supporting part data & functionality: org type, industry type,
party misc values, financial profile (bank accts), person and org
demographics, income source, granular data services, privacy
data (no rules/defaults)
Hierarchy & grouping & relationships: hierarchy, grouping
Alerts: notifications, party alert, account alert, campaigns
Interactions: interactions
Duplicate suspect processing & matching engine: data
steward UI, Dup suspect services & tables, Evergreen app, Data
corruption mgmt
Other: History, D&B
Transactional Hub
Advanced party data & functionality: LOB relationships,

critical data change management (pending), advanced duplicate
suspect processing (known duplicate) management, federation
services, KYC & needs analysis, ROV, macro role, coarse grain
business services, transaction security & user authentication,
delete services, privacy rules/defaults, large grain services
(business functionality)
Events: event manager, evergreen
Other: Axciom, Fast Track, ILOG
74
Account relationships
Value package management (all
relationship services)
Product Data: all

basic services in v8
release
How to recognize an entry-level opportunity?

Are you competing against niche vendors(Siperian, Initiate, Purisma,)
Does your customer only need access to basic party data?
Is your prospect not requiring bi-directional real-time updates?
Does your prospect have severe budget limitations?
Is your customer mainly concerned on short term results?
Is the scope defined to a single department or LOB?
Are there only one or two channels of many being integrated?
75
76
Recent Win - Physicians Mutual Insurance

Company Overview
Company
Life and Health insurance provider
Approx 1 million customers
Big IBM shop extensive user of IAA model

Competitive Situation
Engaged in head to head competitive situation with Siperian
Siperian had offered low license price of less than 500K
First WCC quote was 1.5 million
Siperian already had verbal agreement for POC
How we won the deal
IBM was the preferred choice from a strategic perspective
Executed a 4 week POC and stopped Siperian POC effort
Gave a competitive license price based on PM requirements
Bundled in QualityStage for 356K license price

76
77
Classic Example of Style Progression

BUSINESS PROBLEM
Guest data scattered across dozens of property and reservation systems
Inability to recognize high value guests and target for reward program membership
Poor data quality and inability to recognize customers
SOLUTION
Phase 1
Phase 2
Phase 3
Implementation
Registry
Registry, Co-existence,
Transaction hub
Transaction hub,
Registry, Co-existence
Function
Operational
Operational,
Collaborative
Operational,
Collaborative
Data
Guest, reservation
Guest, reservation,
preferences
Guest (deep),
reservation, preferences
77
IBM MDM Server

The most experience - numerous proven high
volume MDM implementations
Ranked as leader by industry analysts
The most complete MDM application available to
the market - significant out-of-the box MDM
application functionality
Enables any MDM strategy - simple or the most
complex or anything in between
Allows for phased, multi-style, multi-phased
implementation
Begin with our proven rapid start implementation
Evolve to any level of complexity and scale using
the same platform, technology and skills
78
79
Appendix
Case studies
79
Client Example
Consolidation, Co-existence, & Transaction style

Challenge
Full understanding of business relationship with clients
Need to understand credit risk
Improve credit decisioning
Improve ability to provide complete Basel II compliance
Solution & Components
80
Phase 1
Phase 2
Phase 3
Implementation
Consolidation
Consolidation, Coexistence
Transaction hub,
Registry, Coexistence
Usage Style
Operational
Operational,
Collaborative
Operational,
Collaborative
Data
Party(Person,
Organization);
D&B data
Party, Account,
D&B data
Party, Account,
D&B data
APPROVED FOR EXTERNAL USE
BUSINESS PROBLEM
Guest data scattered across dozens of property and reservation systems

Inability to recognize high value guests and target for reward program membership
Poor data quality and inability to recognize customers
SOLUTION
81
Phase 1
Phase 2
Phase 3
Implementation
Registry
Registry, Coexistence,
Transaction hub
Transaction hub,
Registry, Coexistence
Function
Operational
Operational,
Collaborative
Operational,
Collaborative
Data
Guest, reservation
Guest, reservation,
preferences
Guest (deep),
reservation,
preferences
BUSINESS PROBLEM
Multiple brands from acquired companies no single face to the customer

Low cross selling rates across LOB
High costs, operational inefficiencies
SOLUTION & COMPONENTS

Phase 1
Phase 2
Implementation
Registry
Transaction, registry Transaction, registry,

co-existence
Function
Operational,
Collaborative
Operational,
Collaborative
Operational,
Collaborative
Data
Person customer,
name, address, ID,
account, data
stewardship
+ privacy
preferences (SOR)
+ Person customer
(deep), account
(reference data),
privacy preferences
82
Phase 3
BUSINESS PROBLEM
Client data fragmented across multiple systems inability to deliver a consolidated view of the customer
Inability to effectively cross sell to customer base
Inability to introduce service differentiation and efficiencies
83
Phase 1
Phase 2
Phase 3
Implementation
Transaction - Retail
Transaction Institutional
Transaction,
consolidation
Function
Operational,
Collaborative
Operational,
Collaborative
Operational,
analytical
Data
Party (deep),
location, account &
claims (reference),
Party (deep),
location, account &
claims (reference),
Party (deep),
location, account &
claims, insight value
scores
BUSINESS PROBLEM
In the process of implementing new web-based ATMs across the entire banking company. Their existing CIF system didnt have the ability to store ATM customer preferences without significant costs for changes
Need to eventually replace core CIF
Integrate with the Banking Data Warehouse for Basel II compliance

Implementation
Phase 1
Phase 2
Phase 3
Registry,
Consolidation,
registry
Transaction,
consolidation, registry
Operational, analytical,
collaborative
Transaction
Function
Operational
Operational,
collaborative,
Analytical
Data
Party (light), account

(light), preferences
Party (deep), location, Party (deep), location,

account (reference)
account & claims,
insight
84
BUSINESS PROBLEM
Customer and policy information scattered across multiple applications and lines of business
Needed to shift operational focus from product-centric to customer-centric
Inefficiencies in sales and back-office systems due to redundant processes

Phase 1
Phase 2
Phase 3
Implementation
Transaction LOB 1 new

business processing
Transaction Additional
LOB 50+ apps integrated
where IBM is system of
record
Transaction, Coexistence style for

smaller LOB
Function
Operational
Operational, Collaboration
Operational,
Collaboration
Data
Party (deep), account

(policy), product, location
Party (deep), account

(policy), product, location
Party (deep),
account (policy),
product, location
85
BUSINESS PROBLEM
Customer and policy information scattered across multiple applications and business units
Lacked consistent practices for data cleansing and matching with application-independent rules and processes
Need single customer view for web-based account management, privacy management, and improved compliance and cross-selling
86
Phase 1
Phase 2
Phase 3
Implementation
Transaction (new
business)
Transaction, Coexistence
Transaction, Coexistence
Function
Operational,
Collaborative
Operational,
Collaborative
Operational,
Collaborative
Data
Customer (location,
Customer (location,
privacy); Mutual Fund privacy), Org; Mutual
(account)
Fund, Policy
Customer (location,
privacy), Org; Mutual
Fund, Policy
Notice The MDM Pattern?
Simultaneously address multiple requirements

Initial MDM Deployments
Implementation
Function
Domain
Approaches
Customer
Success
Business Value
Operational
Customer
Party
Account
Co-existence
Transactional
Account/policy
Operational
Product
Collaborative
Customer
Party
Registry
Transactional
Operational
Guest
Location
Party
Location
Registry
Product
Co-existence
Enhance customer identification and service

across all hotels and brands
Operational
Collaborative
Customer
Supplier
Hierarchy
Consolidation
Location
Co-existence
Enhanced sales and executive planning via

complete relationship understanding of
customers and suppliers
Operational
Collaborative
Customer
Account
Party
Registry
Transaction
Increased ability to cross-sell/up-sell, while

reducing IT related costs
Collaborative
Product
Location
Supplier
87
Co-existence
Consolidation
Streamline new business process to increase

revenue and retention
Capture preferences to increase customer

retention and revenue
Automated and streamlined New Product

Introduction processes

MDM Server

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IBM Master Data Management

Master Data Management Server v 8.0

2005 IBM Corporation

Gartners View of the CDI market

By 2010, the customer

CDI Hub Total Software Revenue,

Source: Gartners Market Share

Source: Gartner Dataquest (December 2006)

Gartner Estimates Significant Growth in PIM Market

PIM SW (lic. & maint.) $ in millions

Gartner Estimated PIM Market Opportunity

2007 Est. $460M

No leader will emerge in the PIM market

Analysts estimate that IBM will capture significant percentage of

Master Data Management Market

>15% CAGR through 2009

IBM views this market as core to Services Oriented

Gartner Magic Quadrants

Gartner Magic Quadrant For Product Information Management 2007

Source: Magic Quadrant for Product Information Management,

IBM is #1 rated MDM solution Perfect Score!

Growth of the MDM Market

Multiform Master Data Management

Data and data

Multiform Master Data Management

Definition of Master Data

Definition of Master Data Management Application

Support all applications that create and consume master data

Maintain and leverages relationships among master data entities

Manage the complete data lifecycle

Support all implementation approaches

The Simple Story!

Master Data Management has 2 requirements:

Multiform Master Data Management

MDM Data Domain

1. Multiform Master Data Management

1. Multiform Master Data Management

2. Multiform Master Data Management

Data is dynamic, not static

Applications that use master data

the same application may

One Functional style can trigger

An MDM System must be able to

2. Integrate the functional styles

Multiform Master Data Management

Real-time SOA data access

Multiform Master Data Management

Define, create and synchronize

Deliver Master Information as a

Drive real time

Party (customer, citizen, prospect, organization, supplier, distributor, etc.)

Data Creators e.g.,

Define and create

Product (good, service, product bundle, catalogue, product component, etc.)

The Simple Story! One Small Addition

and MDM may be implemented in 4 different styles

MDM Data Domain

MDM Implementation Style

Multiform Master Data Management

Multiform Master Data Management

Multiform Master Data Management

Cross-reference keys, subscription

Search and inquiry SOA services