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®

IBM Software Group

© 2007 IBM Corporation

Information On Demand

SOA 기반

Master Data Management

차봉근 차장 ([email protected])

한국 IBM 소프트웨어 사업부

2

분산 환경에서의 비즈니스 데이터

Customer, Products, Suppliers, Locations, 그리고 Accounts 등 주요비즈니스 데이터에 대해 여러 개의어플리케이션과 데이터 저장소 존재

This results in:

고객 가치 파악 어려움

시스템간 상품 데이터불일치

데이터 처리 프로세스 불일치로 인한데이터 정합성 문제

채널간 고객 응대 서비스 일관성결여

Single version of truth 미비로상품 출시 지연, cross/up-sell 매출기회 상실

Purchased CD

Product: 15 yr CD

Web Site Contact Center Enterprise Systems Data Warehouse

Customer

ProductLocation

Order

Analytic / Insight

Supplier

Customer / Shipping

BusinessProcesses

OperationalFunctions

Collaboration

Analytics

Customer

ProductLocation

Order

Analytic / Insight

BusinessProcesses


Collaboration

Analytics

Product

Location

Order

Analytic / Insight

Customer / Shipping

BusinessProcesses


Collaboration

Analytics

Customer

ProductLocation

Order

Analytic / Insight

Supplier

BusinessProcesses


Collaboration

Analytics

Account

3

What is Master Data?

The facts describing your core business entities: customers, suppliers, partners, employee, products, materials, bill of materials, chart of accounts and location

The high value information an organization uses repeatedly across many business processes

Master Data is critical because it provides the business context by providing concrete data models and processes for a particular domain

… and Master Data is typically scattered within heterogeneous application silos across the enterpriseNumerous applications / many subsidiaries / various LOBsBecoming an inhibitor of a full scope enterprise transformation

Party(Individual and Org Customer,

Employee, Supplier,

Partner, Citizen)

“Who”“What”

Location(Address,

eMail, Phone,Ship-to

Jurisdiction)

“Where”

Account “How”

Product(SKU, Bundle,Part, Service,

Assets)

4

What Is Master Data Management (MDM)?

Decouples master information from individual applications

Becomes a central, application independentresource

Simplifies ongoing integration tasks and new app development

Ensure consistent master information across transactional and analytical systems

Proactively operate business data process such as data quality and consistency DW is “after the fact”

Current MDM solutions in market concentrate on domains such as:

Customer/Party (Customer Data Integration). IBM offering WebSphere Customer Center (WCC)Product (Product Information Management). IBM offering Websphere Product Center (WPC)

Historical /AnalyticalSystems

Existing Applications

MasterData

MasterData


MasterData

MasterData


MasterData

MasterData

Master DataManagement

System

NewApplications

5

Gartner

The CDI Institute MarketPulse Survey Press Release, March 31, 2005.

CDI Market GrowthSoftware & Systems Integration Services

50%36%

30%

35%

40%

$0

$200,000,000

$400,000,000

$600,000,000

$800,000,000

$1,000,000,000

$1,200,000,000

2004 2005 2006 2007 2008

Source: Gartner (August 2006)

Total PIM Software Revenue (2005-2010)

During 2005-06, the CDI-MDM market shifted gears from “early adopter” to “mainstream”

The PIM market is attracting end-user organizations that are trying to achieve a single view of product data. PIM has emerged as the primary technology component of an enterprise effort to achieve product content and data management (PCDM)

GartnerGartner

Customer Data Integration (CDI) and Product Information Management (PIM) solutions are proven and are receiving an increasing level of investment

6

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.

The Magic Quadrant is copyrighted May 2006 by Gartner, Inc, and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner’s analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product, or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the “Leaders” quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Source: “Magic Quadrant for Product Information Management, 2005” Gartner ID: G00139227, Andrew White, Published on 16 May 2006

Magic Quadrant for Product Information Management 2005

Magic Quadrant for Customer Data Integration Hubs 2006

Gartner

7

논리적 구성도

Real-time/Near-Real-Time Connectivity Services (ESB, EAI, Web Services, MQ, etc.)

Batch Data Integration (ETL, etc)

Billing/Admin

Order/ NewBusiness /Product

Call CenterWeb Phone Sales Business PartnerManagement

CRM SFA

New Systems (e.g. SOA –

based)

Decision Support

RDBMS

Application Logic J2EE Application Server

Others

Claims/Benefits

Customer Data Batch Load

IVRWeb

Security, HR, Mail, etcCustomer

ProductAccountOthers

CustomerProductAccountOthers


Real-time

XML Service

Data Warehouse/ Data Mart

Others


Content Management

Process Server

Info Server

Multi-form MDM Solutions

Customer(WCC)

Product(WPC)

Insights (EAS & GNR)

Industry Process, Function & Data Model

Data Warehous

Influence

Back-office Applications

External Data

Providers (e.g. D&B, ACXIOM)

8

CDI 솔루션

SOA J2EE 기반 어플리케이션 (Service Oriented Business Application; SOBA)

어플리케이션 중립적 (neutral to applications)

서비스와 데이터베이스 모두 바로 사용 가능한 형태로 제공 (Out-of-Box, ready-

to-plug-in)

유연한 수정 개발 프레임워크

비즈니스서비스 (약 500여개)트랜잭션처리및관리 (CRUD and Transaction Manager)

데이터품질관리 (Data Quality Management)

비즈니스규칙및이벤트관리 (Business Rule and Event Management)

보안및권한관리 (Privacy & Authority)

인터페이스 (Interface)

통합데이터베이스

고객중심통합데이터모델 (Party-centric)

고객마스터프로파일 (Customer Master Profile)

기본정보, 거래정보, 상품정보, 신용정보, 위치정보, 접촉이력, 계층구조, 관계, 역할,

식별정보, 소유물, 연락처등

중립적이고 표준화된 운영환경 고객 마스터

시스템

전사 고객 데이터 통합 및 처리 단일화 솔루션

Services

WebSphereCustomer Center

Database

9

CDI 운영 사례

Retail•Staples

•Carrefour

•REI

•Scholastic

Manufacturing•CISCO

•Honeywell

•Michelin

•Network Appliance

Travel & Hospitality•Carlson Hotels

•Hilton

•Choice Hotels

•Harrah’s

•IHOP

•Royal Auto Club of Australia

Government•CWI (Holland Workers Comp - Gov)

•US Department of Citizenship

•North Carolina Immunization

Registry

•DIMA (Department of Immigration &

Multicultural Affairs, Australia)

Healthcare•British Columbia Ministry of

Health

•Cardinal Health

•John Hopkins

•UK National Health

•Unum Provident

Telco•AT&T

•Bell Canada

•KPN

•South Africa Telecom

•Sprint

•TDC

•Telecom New Zealand

Insurance•CIGNA

•Co-operators

•Country

•Irish Life & Permanent

•MetLife

•Nationwide

•Norwich Union Life

•PZU

•Standard Insurance

•State Farm

•XL Insurance Switzerland

Banking

•Bank of America

•Citi Group

•Citizens Bank

•DLL (De Lage Landen International

B.V.)

•GE Money

•HVB

•Lloyds TSB

•Morgan Stanley

•National Bank of Australia

•Post Finance

•Sun Trust

•Wells Fargo

10

CDI Business Cases

Amount of

Data

Conversion Style

ThinSystem of

Access

FatSystem of Record

Continuous Conversion Traditional ETL Load

Initial Release Example:New Customer Administration

Timeline: FAST/MEDIUM

Initial Release Example:Full 360-degree view of existing customers

Timeline:MEDIUM/SLOW

Initial Release Example:Prospect ManagementPrivacy Preferences Administration

Timeline: FAST

Initial Release Example:Cross-reference lookup service for existing customers from multiple CDI instances

Timeline: FAST/MEDIUM

Timeline depends on:- Availability of data model and

services- Running de-duplication while

loading or using “evergreening” approach

- Support real-time updates or read-only

- Implementation experience

Green Field Full Panorama

Quick Step Virtual Registry

11

Conversion Style

Continuous Conversion Traditional ETL Load

NAB

MetLife

Citi GCG

Citi CBG

Bank of America

RACV

Morgan Stanley

LTSB

Misys

Honeywell

PZU

Nationwide

Unum provident

Bell Canada

Co-operators

SunTrust

Citizens Bank

CDI Business Cases

Amount of

Data

ThinSystem of

Access

FatSystem of Record

12

Bank of America

회사 소개

본사 미국, 전세계 약 40여개국 진출

LOB: 소매금융, 기업금융, 투자금융, 카드 금융, 그리고 보험

미국 최대 카드 금융 회사

2005년 매출 $57 billion(조원)

매출 50% 이상 개인 고객 공헌

5개 고객정보 CIF(Customer Information File) DB

고객 수 약 1억명

도입 이전 문제

전사 Single View of Customer 부재

고객 데이터 공유, 동기화 및 품질 정제 작업에 많은 비용 소요

고객 Value 생성에 많은 시간과 비용 소요

고객 기반 다양한 교차 판매 마케팅 전략 수립 어려움

Siebel UCM을 도입하여 KTC라는 시스템을 만들었으나, 근복적인 해결책이 되지

못하여 다른 솔루션 검토

검토 솔루션

Siebel, Oracle, IBM CIIS, In-house 자체 개발, 그리고 WCC

In-house로 가지 않은 이유

고비용

개발에 장기간 소요

완전한 SOA 개발 부담, 그리고 경험 부족

향후 유지보수 부담

5 고객정보 DB5 고객정보 DB

고객 DB통합 - KTCKnow The Customer고객 DB통합 - KTCKnow The Customer

Siebel UCM최초 사례

Siebel UCM최초 사례

WebSphere Customer

Center

WebSphere Customer

Center

2004년 3분기 최초 RFI2005년 3분기 1단계(Phase I) 시작

2007년 상반기 2단계(Phase II) 시작

Siebel과 Universal Customer Master(UCM) 공동개발

Siebel CRM 데이터모델 기반

90% 고객정보 통합

그러나 활용률 15% 왜? Only 데이터모델 기반

주변 인터페이스 어려움(C++ 어플리케이션)

운영환경 복잡도 및 비용 증가

계속된 인수합병으로 개별 고객정보(silo) 5개 존재Single View of Customer 부재로인해 운영 비용 발생, 마케팅 전략 수립어려움

소매 금융을 중심으로 고객 DB 통합

13

Bank of America

WCC이해결한것

5 CIF -> 1 CIF 통합단일화. System of Record

기존중복분산된고객 DB 통합으로 IT 비용절감

전사 Single Customer View 제공

차별화된서비스를통해기존고객유지율향상

교차판매를통한기존고객으로부터의매출증대

고객중심의새로운기능, 혹은시스템추가에높은유연성확보

1단계프로젝트 (2006년하반기종료)

다음WCC 컴포넌트이용

Party

Contract

Contract-party role

Relationships

Location – address & contact method

Identifier

WAS on pSeries, DB2 on zSeries

2단계프로젝트

2007년상반기중진행

1단계시스템기반확장.

비용 절감 효과 (1단계)

WCC 도입 이전, 3개 고객 DB 운영 비용 1,930억원/년

WCC 도입 후, 26%, 500억원/년 절감 (절감 목표 250억/년)

WCC 도입 비용 200억원

WCC 선정 이유

성능 및 확장성

SOA 기반 유연한 프레임워크

Out-of-box 형태의 풍부한 기능

이기종 환경 연계성 및 통합성

쉬운 유지보수

WCC 도입 효과

14

Bank of America

Architecture Context Diagram

Full PanoramaData – “Fat”Conversion – “Traditional ETL”

15

CitiGroup Global Consumer

회사소개

본사미국

크게 3개부문으로운영

Global Wealth Management (Smith Barney / Private Bank)

Corporate and Investment Banking

Global Consumer

Global Consumer:

고객수약 2억명

Citicards –전세계 140,000,000 accounts를보유한세계에서가장큰

신용카드회사,

Citibank –전세계 300,000 이상의직원과 3,000 개이상의지점

Consumer Finance – World consumer finance leader

Citicapital (Commercial Bank)

Citimortgage

The Student Loan Corporation

Primerica Financial Services

Banamex

도입이전문제

고객유지율하락

Cross-sell 기회상실로인한매출하락

고객만족도하락

M&A를통한시장확대규제

전사 Single View of Customer 부재

고객 Value 생성에많은시간과비용소요

검토솔루션

In-house Build

Significant issues with time to market and cost

Industry average is 2-3 years for first deliverable

Scalability / Performance

Oracle

Early stage product

Not J2EE

Scalability issues and performance concerns

No financial service clients

16


Sized to support 300 million accounts, 250 million customersInitial sizing volumes included estimates for RDG, Cards (IBS+RPL), Mortgage, Student Loans, Smith Barney, Insurance, Private Banking

Initial sizing focused on all accounts active in the past 12 months

Includes 33% projected headroom providing capability to support a major acquisition

Assumed implementation of the following customer channel interfacesAssumed messaging estimates of 400 business transactions/sec where a single business transaction may invoke one or more services via the bus

Failure IsolationNo single point of failure

A failure should not impact more than 25% of capacity

Design Guidelines

Benchmarked in excess of 2,000 business transactions/secBMT Result

Customer Information Environment (CIE)

Charles DeFeliceProgram Director – Office of CIO

Customer

Customer

Customer

Customer

Product Centric

Customer

Customer Centric

17


Contact Center

Branch

IVR

Web

Contact Center

Branch

IVR

Web

Contact Center

IVR

Web

RetailBank Finance . . .

Work Router

Line of Business

Management

Customer Analytics /Treatment Strategy

Customer Channels / Treatment Delivery

Cards

ETL

CIE (WCC)

C

C

PD

P

A AP

A

A

Work Routing Engine

Contact Center

Common Transport (WMQ)

Channel Unification

Common Transport (WMQ)

Treatment EngineC

C

PD

P

A

A

A

AP

A

A

A

Consumer

Commercial

Analytics Data Model

MISBusiness Rules

Treatment

Account Management

Branch

IVR

Web Data Model

Service

Dash Board UI

ExecutiveDash Board UI

External Services ACXIOM

Virtual RegistryData – “Thin”Conversion – “Traditional ETL” Customer Information Environment (CIE)

18

Multiple CIF’s across retail, commercial, securities, mortgage that didn’t communicate causing lost revenue opportunities and customer service challenges.

Business Problem

16 million customers (account owners, etc)

Lines of Business

Infrastructure

Volume

Retail Banking, Commercial, Securities, Mortgage

App server p-Series, DB server z-Series, WAS, DB2Integrated with new ATM software/hardware from NCRIntegrated to Plastic Cards legacy system

SunTrust

19

Total Customer View (TCV) Target Architecture with WCC

SunTrustQuick StepData – “Thin”Conversion – “Continuous Conversion”

20

PIM 솔루션

Product Information Management 솔루션인 WebSphere Product Center (WPC) 는 이미 IBM, HP, Panasonic, Philips, Sony 등 전자 산업체와 Carrefour, Albertsons, Staples, Gap 등 대형 유통업체에서 제품이나 서비스의 통합 마스터 데이터 관리솔루션으로 채택되었습니다.

제품/서비스, 채널, 파트너/조직 등의 정보를 유연하고 확장성 있게 관리/통합

정보를 손쉽게 모델링하고 관리하며 수집 및 등록 (웹 기반)

부서간/기업간 비즈니스 프로세스 지원을 위한 워크플로우 관리

기존 어플리케이션, 패키지 솔루션, 데이터저장소 등과의 정보 통합 및 동기화 유지

기업 내/외부의 다양한 매체를 통한 정보 배포

통합된 표준분류체계 Reference를 통해 생성 가능

통합 제품/서비스정보 운영을 위한 표준 프로세스가 Work Flow

기반으로 실행 (실수율 제거 및 생산성 향상)

필요한 모든 마스터 정보관리 요건 충족

제품 마스터, 채널, 조직, 협력업체, 계약 및 거래정보(가격,

프로모션 등) 등 관리/ 동기화

기업 내/외부간의 데이터 동기화를 위한 단일 솔루션

대형 전자 /제조업체 /반도체업체 구축을 통한 검증된 솔루션 (업계

선두 유지)

HP/Compaq, Panasonic, Philips semiconductor 등

IBM 내부 프로젝트 추진 (Parts 대상)

21

PIM 국내 사례 - 도입배경 및 목적

L사는 선진 사례와 비교하여 자사의 부품 관련 정보의 품질,프로세스,시스템의 이슈를 해결할 통합 관리체계의필요성을 절감하고 있었습니다

부품정보 운영 최적화

(Active 부품 50%감축)

부품정보 운영 최적화

(Active 부품 50%감축)

MDM 적용

구매

개발

운영 관리

시스템

전사 통합 구매 원가절감 저해

Maker별 품질/기술 관점의 차별화 불가

유사/중복 부품의 생성으로 인한 개발 비용증가

정보와 실제 간의 격차 발생으로 개발 지연 초래

부품수의 증가로 인한 관리비용 증가

분석리포트의 지연으로 표준화/공용화 추진 미흡

유연한 운영이 어려움에 따라 운영비용 증가

분석 리포트 업무과다로 시스템 운영 load증가

A부문 B부문

BIODSS

•사업부별 시스템 이원화

•인터페이스 오류에 의한 정합성문제 발생

•중복/오류 부품의 생성•부품수의 지속적인 증가

22

PIM 국내 사례 - 구축이미지

통합 부품 관리 시스템통합 부품 관리 시스템

Integration Layer

연구원 부품개발 생산/구매

통합 부품 정보

전사 부품관리

Single Truth of view 실현

전문화된 부품 검색

Global 표준 체계

부품정보 정합성 강화

Data Cleansing

전사 부품 관리 조직 운영

부품 문서 관리 PDM

SCM

MES

ERP

Workflow 관리

LegacySys.

품명 사전 관리

국내/해외 사용자

표준화 컨설팅을 통하여 도출된 과제에 대하여 Global 표준 부품체계, 관리 프로세스, 전사 부품관리 조직등의통합부품 관리체계를 구축하였습니다

23

PIM 국내 사례 - 구축 효과

통합 부품관리 시스템

Data Repository Workflow Interface Data Migration

구매구매 개발개발 운영관리운영관리 시스템시스템

A부문 B부문


통합 구매를 통한 원가절감 제품개발기간 단축신속한 의사결정

전년대비 부품 30%감소관리 용이로 운영비용 감소


품질승인원

연관정보유해물질

Electronic Component Capacitor

Diode

Resistor

Fuse

IC

Fixed

Chip

Array Res, Chip, Maker

Res, Chip

변경

통합 부품관리 시스템을 통하여 비즈니스 이슈의 해결은 물론 초기 목표인 부품의 획기적인 감소로 정량적인 성과를달성하였습니다

24

PIM 해외 사례

File System

FrameMaker

Supplier

eCommerceSite

Philips Philips Philips

Philips

•Supplier requests new product•Informal discussions take place on paper with Philips•When customer signs for new product, product goes into production process as a new “project”.

• As the product is being tested, results about the product are obtained. •This product information is then manually entered in Frame Maker

• Once the product has been finalized (developed and added to Frame Maker), a Philips user manually downloads the data sheet PDFs on to the file system.

• PDF files are manually copied to eCommerce system for upload to production

• Manual updates made to other product information

Duration: ~8 months

As-Is Business Process Architecture

25

PIM 해외 사례

No easy way to document products early in the product development process

Make product information machine readable and searchable

Business ObjectivesAs-is ChallengesDifficult to find linked/related products: Users have to search through documents as opposed to being able to perform a search on a system

Product specifications are inconsistent across similar products and it is difficult to apply industry standards to product data sheets

Move away from document based product information capture, adopt a technology for creating & maintaining product information as a business object during the product development life cycle

Adopt & Apply Rosetta Net standards to product definition internally & externally

Product information can’t be re-used effectively across all sales channels (data sheets, selection guides, RosettaNet PIPs, public & private web sites etc.) using Frame Maker

Create product information once with a standard data dictionary & leverage it as a single source of truth for all publication channels (data sheets, selection guides, RosettaNet PIPs, public & private web sites etc.) of product information

Data Sheet production takes WAY too long and is a key bottleneck in the new product introduction process

Accelerate Time-to-Market for product information by streamlining product creation & automating publication to all channels

26

PIM 해외 사례

eCommerce

FrameMaker

File System

WPC

Supplier Philips

Philips

New Item Adds

Item Searches

Automated update

SelectionGuide

Automated preparation

27

PIM 해외 사례

Design EngineerRedundant data-entryManually analyze impact of internal specifications to customer facing informationWrite device characterization tables into multiple systems

Technical Documentation Services Engineer [PIE]

Verify redundant contentCorrect errors

Marketing Communications StrategistCoordinate traffic between marketing channels and business linePublish selection guides

Design EngineerEnter once

Generate device characterization tables instead of entering manually

Changes in internal specs can be automatically reflected into generated publications

Technical Documentation Services EngineerPrevent errors

Verify accurate features and characteristics have been associated with a given device

Marketing Communications StrategistEmpowered publisher

Automated development of selection guides

With WebSphere Product CenterWithout WebSphere Product Center

Streamline Product Information Creation and Re-use

28

PIM 해외 사례

Product Marketing for Sales SupportWork on quotation processTedious data entry and managementManual BOM scrubbing

International Product MarketingEnters marketing features for the product into multiple repositoriesManually analyzes changes in internal spec and edits the customer facing information in multiple repositories to reflect the changeDependent on external supplier for product tree changes

Product Marketing for Sales SupportSemi-automated BOM scrubbingCustomer-focused resource spending more time on devising new ways to get greater share of customer order rather than chase product information

International Product MarketingEnters and edits marketing features for each product only onceModifies product tree as needed based on authorityChange to internal specifications can be automatically pushed out to customer facing publicationsPart of a single, integrated process with automatic notifications



29

Web Publisher

Collect data from a number of tools to populate product information pages

Inconsistencies and poor data

Limited process control

Customer

Pays for process limitations

Web PublisherInformation consistency guaranteed by designImprove customer experienceFull access to previous versions

CustomerObtains cost-effective solutionsImproved product content navigation and parametric search capabilities


PIM 해외 사례


30

PIM 해외 사례

Establish enterprise wide product information repositoryEstablish a single, standard data dictionary for describing all product features & characteristics internally & externally

Create, validate & leverage product information consistently throughout product life cycle

Synchronize RosettaNet compliance product information with trading partners

Provide accurate and consistent product information across product families and different Philips Semiconductor channels (data sheets, selection guides, public & private web sites, sales support etc.)

Assign & enforce clear ownership of product information using extensive security frame work of WebSphere Product Center

Dramatically improve time-to-market for customer facing product information (From 8 months to a few weeks)

Provide product marketing & sales teams the ability to search for product features in WebSphere Product Center, by machine readable data for timely and comprehensive response to Request For Quotes (RFQs)

WebSphere Product Center Solution Benefits

®

IBM Software Group

© 2007 IBM Corporation

Information On Demand

감사 합니다.

SOA 기반

Master Data Management

차봉근 차장

한국 IBM 소프트웨어 사업부

master data management - dbguide.net · 2007-10-09 · data warehouse/ data mart others customer...

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