MDM Reimagined:

Unleash the Power of

Intelligent Engagement
October 5, 2017
Welcome & Overview

Reimagine Customer Getting Started with MDM

Engagement Customer Data Mastery Customer 360

Monica Mullen Salema Rice Prash Chandramohan Nick McHugh

Principal Solutions Global Chief Data Principal Solutions EMEA MDM Product
Marketing Manager Officer and Industry Marketing Manager Specialist
Informatica Advisor to Large Informatica Informatica
Complex
Organizations
2 © Informatica. Proprietary and Confidential.
Reimagine Customer
Engagement
 Engagement &
Experience:
We live in an ultra-
connected world

5 © Informatica. Proprietary and Confidential.

What’s missing from customer engagement initiatives

People Process Technology Data

6 © Informatica. Proprietary and Confidential.

The typical 360 customer view
Marketing Salesforce
Automation Automation

Customer Financial
Service Systems

7 © Informatica. Proprietary and Confidential.

The typical 360 customer view
Marketing Salesforce
Automation Automation

Customer Financial
Data Data Analysis Cloud
Service Systems
Warehouse Lake & BI
8 © Informatica. Proprietary and Confidential.
The 360 customer view in your data
ID Name Account Number Revenue
IDA22246t436546 Monica Smith Mullen Customer #11-12226546565 $1,000
IDZ2226 Monica Mullen Customer #11123-256465 $1,500

IDQ22811 Mr. M. Mullen Account #09-129956547 $550

IDW223099 Monica Smith Account #61132-354367 $750

IDT223187454354 Monica A. Mullen Loyalty Card #45323-675765 $2,500

What has Monica Mullen purchased?

What is the annual spend of Monica Mullen?
Who is Monica Mullen connected to?
Where did Mr. M. Mullen come from?
9 © Informatica. Proprietary and Confidential.
The 3 dimensions of a 360-degree customer view

Business &
Consumer Social
Information Relationships

Contact
Information

Business
Sam’s Relationships
Profile
Sam Smith

Contact Household
Preferences Relationships

IoT & Transactions Products

Devices & Interactions & Services

Sales Offers & Marketing Customer

Activities Responses Service Issues
& Needs

10 © Informatica. Proprietary and Confidential.

Building
blocks of
intelligent
customer
engagement Customer
Contact Data
Verification &
Product
MDM
MDM
Enrichment

Data Data Quality Salesforce

Integration & Data
& Catalog Governance Management

It all leads to trusted data

Creating an Intelligent 360 View:
Trusted Customer & Product Data
Data Sources Strategic Data Management Data Consumers
Data Consumers

Marketing data Business Partners

Customer data Model

Discover E-Commerce Site
Cleanse
Product data
Applications
Master
Sales data Data
Relate
Enrich Analytics
Service data
Dashboards
Online data
Merge Match
Data Warehouse
Internal data
Data that’s actively managed,
verified, validated, enriched, and shared
External Data on an ongoing, automated basis. Data Lake

12 © Informatica. Proprietary and Confidential.

Informatica Master Data Approaches to Customer Centricity

MASTER DATA CUSTOMER CUSTOMER RELATE

MANAGEMENT
360 360 360
for Salesforce

MDM Multidomain Application Data Master Data Fueled Big Data Management
Platform Management Application
Used on all business Provides clean customer Supports workflows for Designed for large scale
critical data to consolidate, data immediately to customer onboarding, data volumes with graph
manage, and discover improve upsell revenue, ongoing customer data capabilities. Explore
relationships across sales effectiveness & management, relationship relationships, quickly link
multiple domains including customer service. Share discovery and customer customer information,
Supplier, Customer, Asset, mastered customer data engagement. identify duplicates, when
Reference, Product, with any other Informatica data volumes are not easy
Employee, etc. MDM product/ service. to handle in traditional
infrastructure.

13 © Informatica. Proprietary and Confidential.

14 © Informatica. Proprietary and Confidential.
 Getting Started with
Customer Data Mastery
Getting Started with Customer Data Mastery

Salema Rice
Prash Chandramohan
Global Chief Data
Principal Solutions
Officer and Industry
Marketing Manager
Advisor to Large
Informatica
Complex
Organizations

16 © Informatica. Proprietary and Confidential.

Getting Started with Customer Data Mastery
How do companies get started with a master data program?
How does a company use its data to make a shift to customer centricity?
Could you talk a little bit about your experience with complexities and nuance
of mastering customer records.
How do you explain master data to the business?
What’s the best way to address the needed shift in culture?
What do you feel is possible to deliver the highest level of business value?
What are some of the keys to success as well as lessons learned?
How is it working with Informatica?
What should companies look for in a vendor?

17 © Informatica. Proprietary and Confidential.

Getting Started with Customer Data Mastery

Salema Rice
Prash Chandramohan
Global Chief Data
Principal Solutions
Officer and Industry
Marketing Manager
Advisor to Large
Informatica
Complex
Organizations

18 © Informatica. Proprietary and Confidential.

Customer 360
Demo
 RAPID VALUE BUSINESS READY ENTERPRISE SCALE INTELLIGENCE

Centrally Strategically Securely Share

Onboard New Manage Customer for Customer
Customers Information Engagement

Validate & Enrich Discover Embedded

Customer Customer access to
Information Relationships Product 360

20 © Informatica. Proprietary and Confidential.

MDM Customer 360

Nick McHugh
EMEA MDM Product
Specialist
Informatica

21 © Informatica. Proprietary and Confidential.

Thank you

Reimagine Customer Getting Started with MDM

Engagement Customer Data Mastery Customer 360

Monica Mullen Salema Rice Prash Chandramohan Nick McHugh

Principal Solutions Global Chief Data Principal Solutions EMEA MDM Product
Marketing Manager Officer and Industry Marketing Manager Specialist
Informatica Advisor to Large Informatica Informatica
Complex
Organizations
22 © Informatica. Proprietary and Confidential.
https://informatica.brighttalk.com/summit/mdm-reimagined/