Effective Strategies

for Data Integration

Charles Southwood – Denodo

RVP & GM, Northern Europe & Africa

Big Data London, 20 September 2023

The Universal Needs for Business Value

Increased revenues and margins

Reduced cost

Reduced risk

Increased customer satisfaction

Increased employee satisfaction

2
Trends and Challenges – Current IT Infrastructures
Typical IT architecture using physical approach (‘move and copy’ paradigm)

IT focused on data Hundreds to thousands of potentially brittle direct connections Business focused on data
collection, storage & and replication of large volumes of data visualization, analysis &
governance insights

CRM
(MySQL
) ETL
BI / Reporting
JDBC, ODBC,
Customer Voice
(Internet, Unstruc) SOA, Middleware, ADO .NET
Enterprise Apps
WS – SOAP
Inventory System Java API
(MS SQL Server) Web / Mobile
WS – REST
Log files JSON, XML,
Billing System HTML, RSS
(.txt/.log files)
(Web Service - Rest)

Product Catalog Portals

(Web Service -SOAP) JSR168 / 286,
Ms Web Parts MS Excel
Denodo Excel
Product Data Add-in
Big Data, Cloud
(CSV)
(Hadoop, Web)

3
Trends and Challenges – Business Demands

• Exponential growth in data volumes • Self Service capabilities

• Cloud migration, hybrid, multi-cloud • Easy/rapid integration and agility

• Talent shortage • Real-time insights

• Limited real-time analysis • End to end data management capabilities

• Poor agility • Digital Transformation

• Data silos and legacy • AI/ML requirements

• Increasingly disparate data storage

4
Trends and Challenges – Analyst-Reported Imperatives for Data Management

Companies able to make the most progress fastest, stand to capture the highest
value from data-supported capabilities”. *
* The-data-driven-enterprise-of-2025 - McKinsey, January 2022

→ Data is embedded in every decision, interaction, and process

→ Data is processed and delivered in real-time

→ Flexible data stores enable integrated, ready-to-use data

→ Data operating model treats data like a product for users to find,
access and integrate data quickly (no silos)

5
Data Strategy based Physical Data Models
“Move and Copy” approach

Premise:
• Creation of monolithic central repositories, and automation around those pipelines
• Focus on extract, transform and load (ETL) processes
• Move and copy models but with limited real-time federation
• Curated repositories for single point of access for Informational data consumers (D&A)

Challenges
• Slow data provisioning - imposing replication as a requirement for consumption of new
assets
• Solution Lock-in
• Single solution for all workloads: This forces all workloads into a single system
• Risk of high maintenance costs

6
How to we consume entertainment in the home?

The Legacy Paradigm The Virtual Paradigm

for music (1990’s) for music (2023)

● ● Virtual copies
Physical copies
● ● Almost infinite choice
Limited choice
● ● Very low cost for new content
Significant cost for new content
● ● On-demand - what you want when you
Inconvenience of local storage
want

So why do we not apply the same strategy in the enterprise?

7
Data Strategy based on a Logical Data Model
Logical Data Fabrics

Premise:

A data fabric must embrace the ideas of distributed data and logical access

• Distributed implies that the modern data ecosystem is composed of multiple elements incl data warehouses, data lakes,
operational stores, noSQL sources, SaaS applications, external sources, real-time feeds

• Logical means that access to data is done through a logical abstraction layer, hiding the complexity

Outcomes:
• Enables multiple integration strategies
• Direct access to the sources
• Real-time federation

8
 Data Strategy based Logical Data Model

A logical data layer that provides high-performant, real-time, and secure access to integrated business views of disparate data
across the enterprise

• Data Abstraction: decoupling • Data Catalog for self-service data

applications/data usage from data services and easy discovery
sources
• Unified metadata, security &
• Data Integration without governance across all data assets
replication or relocation of physical
data • Data Delivery in any format with
intelligent query optimization that
• Easy Access to any data, high leverages new and existing
performant and real-time/ right-time physical data platforms

9
Logical Data Fabric Strategy

Gartner defines Data Fabric as

“a design concept that serves as an

integrated layer (fabric) of data and
connecting processes. A data fabric
utilizes continuous analytics over
existing, discoverable and inferenced
metadata assets to support the design,
deployment and utilization of integrated
and reusable data across all
environments, including hybrid and
multi-cloud platforms. ”

10
Why use a Logical Data Fabric?
Data Fabric Strategy as a Vital Capability for Business Innovation

At a strategic level, it accelerates the traffic of information between different areas of a company, facilitating
innovation. A key tenet of the data fabric is the flexibility in data integration methods.
Provides a single environment for accessing and gathering all data, without needing to know where it is located or stored,
which eliminates information silos. It should:

• not require code

• support real-time, batch, and big data
• enable the addition of new data sources
• provide 360-degree views of all interaction information
• reduce dependency on legacy systems infrastructure and solutions
• support the increasing volumes of data, applications, and sources
• support data exchange with internal and external stakeholders via API

The adoption of data fabrics is projected to have a growth rate of 22.3% p.a. for the period 2018 to 2029

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Customer-reported benefits from a Logical Data Fabric
A logical data fabric approach to data management

• Better data discovery and self-service

• More flexibility
• Improved query performance in highly distributed data environments
• Automation across the board
• Centralised security and governance

12
What about using Data Mesh?
Data Mesh

First defined by Zhamak Dehghani at ThoughtWorks

• Data Mesh is a Concept not an Architecture

• Federation of ownership of the data amongst domain data owners

• Domain-specific data
• modelling and aggregation
• aiding data democratisation and self-service for the business

• “Data Products”

• Interoperability between domains

• data standards and rules for syntax and governance

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What about using Data Mesh?
A Decentralised Approach to Data Product Development

© Intelligent Business Strategies Ltd, 2022

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Why adopt a Logical Approach, now?
Gartner Data Management Hype Cycle – DV and LDW

“Data Virtualization
and Logical Data
Warehouse both are
in the Plateau of
Productivity” -
Signifies very low
risk and high-level
ROI from
investments in these
DM tools and
architectures

15
 ROI and Differentiators from the Logical Approach

<6 65% 67%

MONTHS FASTER LESS DATA
PAYBACK THAN ETL PREPARATION

Source: Forrester Total Economic Impact TM of Data Virtualization, 2021

Key Differentiators

Ease of Use Fast Query Integrated, Universal Modern Data Dynamic Data Automated Cloud
Response Active Data Catalog Connectivity Services API Layer Masking Management

16
Customer-reported benefits from a Logical Approach
A logical data fabric approach to data management

• Business agility
• Better data discovery and self-service/data democratisation
• More flexibility/support for data mesh or as part of a data fabric architecture
• Improved query performance in highly distributed data environments
• Automation across the board
• Centralised security and governance

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Denodo ‘Horizontal Solution’ Categories

Customer 360 / MDM Data Governance Data Services

✓ Complete View of Customer ✓ GRC ✓ Data as a Service
✓ Customer Service Unified Desktop ✓ GDPR ✓ Data Marketplace
✓ Data Privacy / Masking ✓ Data Services
✓ Unified Desktop for Contact Center ✓ Application and Data Migration
✓ Customer Self-Service Portal
✓ Single Customer View for Back Office

BI and Analytics Big Data Cloud Solutions

✓ Self-Service Analytics ✓ Logical Data Lake ✓ Cloud Modernization
✓ Logical Data Warehouse ✓ Data Warehouse Offloading ✓ Cloud Analytics
✓ Enterprise Data Fabric ✓ IoT Analytics ✓ Hybrid Data Fabric

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Case Study
Case Study
International Media Company uses Logical Data Fabric to Enhance CX, Reduce costs and accelerate
customer insight
Major provider of satellite television business with services across 50 countries and business operations across 9
countries. Services include Direct To Home (DTH), Digital Terrestrial Television (DTT) and online video entertainment
services. Also responsible for creating and securing the content rights from around the world.

Business Need Solution Benefits

▪ Reporting data in various formats, rising
volumes, extraction was complex
▪ Consolidated reports were taking some 80
hours of effort per report with 7 days to
process and 3 days of troubleshooting each
month
▪ Reporting data supplied by service provider
in various formats
▪ Extraction efforts complicated by change in
file structures
▪ They had spent over a year failing to figure out
their data, the POC was done in just 6 weeks
and fixed the issues
▪ Created a Virtual Abstraction Layer across the
enterprise data and application sources
▪ Identified valuable data to remove the ‘noise’
▪ Created LOGICAL data warehouse and
LOGICAL Data Marts without having to move
and copy data or change the sources
▪ First Minimum Viable Product was created
in just 4 weeks
▪ Augmented and Enriched the data in-flight
▪ Data consumers are empowered with self-
service and trusted data
▪ Data that historically would take 30 days to
collate is now available within 15 mins
▪ New data sources previously took up to 6
months to integrate, now delivered in 5
days

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Case Study
Leading telecom company implements a Logical Data Fabric to realize ROI from improved customer
service, increased customer retention and reduced cost
One of the world’s leading telecommunications & data transmission carrier with its own infrastructure who offer a range of
telecoms residential and business services incl. broadband solutions for voice, data and Internet traffic

Business Need Solution Benefits

▪ Needed to differentiate themselves from
their competitors
▪ Needed to provide better customer service
▪ Existing contact centre, with a CTI
solution, required the use of different
systems and was complex
▪ Large number of applications used by
agents
▪ Easily accessible information structure
from the new client view
▪ Information for each functional profile
presented in a single screen
▪ Data presentation follows a common
structure for all profiles independent of the
information viewed
▪ Reduce customer call times by 10%
▪ Increased the important 'first call
resolution' (FCR) 5% to >90%
▪ Customer satisfaction rose to 95%
▪ Customer retention doubled
▪ 50% reduction back-office work
▪ Reduced training

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