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Himanshu Mishra
Medtronic: Managing Customer Master Data Integration to Build a Singular and
Authoritative View of Customers
1. Medtronic and SAP NetWeaver MDM1.1. About Medtronic1.2. MDM Project Drivers1.3. Master Data Implementation Planning and Project Team Structure1.4. Medtronic Customer Master Landscape1.5. MDM Vision – Customer Master1.6. Data Maturity1.7. Enterprise Data Stewardship1.8. Application Architecture1.9. Third Party Data Enrichment1.10.Centralization1.11.Process Flow1.12.Challenges1.13.Lessons Learned1.14.MDM Initiatives
3. Demo4. Questions and Answers
AgendaAgenda
Medtronic:History and BackgroundMedtronic:History and Background
BeyondInnovation
Changing the Way the World Manages Chronic Disease
� Founded in 1949 as a medical equipmentservice company� First external wearable pacemaker� Expanded into implantable technology,other devices for chronic diseases� Today: 7 business lines, Revenue: 13.5B(FY08)
Medtronic Today…Medtronic Today…
• Cardiac Rhythm Disorders• Cardiovascular Disease• Spinal Conditions and
Musculoskeletal Trauma• Neurological Disorders• Urological and Digestive Disorders• Diabetes• Ear, Nose and Throat Conditions
Treating Many Chronic Conditions
World’s Largest Independent Medical Technology Company
Definition – What is Master Data Management?Definition – What is Master Data Management?
•DDefinitions
Master Data– Is the key entity to defining core business entities such as
customer, employee, location, product etc.– Is static, non-transactional, constant– Interacts with and is referenced by transactional data– Is highly shared across several applications – Has a definition independent of other data
(ASUG Influence council)
Master Data Management– Is the practice of defining and maintaining consistent
definitions of master data, then sharing them via integration techniques across multiple IT systems within an enterprise (TDWI MDM research)
Key tenets� Master data describe the key business entities of an enterprise� High quality master data is the foundation of efficient business process execution and well-founded business decisions� Master Data Management provides competitive differentiation and is a requirement for enterprise SOA initiatives
Key tenets� Master data describe the key business entities of an enterprise� High quality master data is the foundation of efficient business process execution and well-founded business decisions� Master Data Management provides competitive differentiation and is a requirement for enterprise SOA initiatives
SUPPLIEREMPLOYEE CUSTOMERPRODUCT
MDM
© SAP 2008 / Page 6
Jane Smith
4418 N. Str.Chicago, IL
60611
� Extensive matching framework
� Provides web services to customer data access
� SAP & Non-SAP integration
Customer Data Integration One View of Customer Information Anytime AnywhereCustomer Data Integration One View of Customer Information Anytime Anywhere
Analysis
Jane Peters
199, 3rd StreetPalo Alto, CA
94304
Jane Peters Smith
4418 North St.Chicago, IL
60610
…our focus
Project DriversThe Physician
Payments Sunshine Act
Legislation
No "closed loop" between operational and analytical
Lack of data standardization
andconsistency
OperationalSilos and lack of ownership
Heterogeneity of operational IT applications and data fragmentation
Ongoing
Acquisitions
More Complex Business
Relationship
No Single version of
Customer Master Data
Customer Master
Business ChallengesBusiness Challenges Information ChallengesInformation Challenges
CDICDIHubHub
•CCONSOLIDATIONEstablish a unified view on master data originating from various sources
Master Data Implementation Planning and Project Team StructureMaster Data Implementation Planning and Project Team Structure
•HHARMONIZATIONCleanse and distribute across entire landscape
•CCENTRAL MDMCreate consistent master data from the start centrally
DataQuality
Time
Release1
Master Data Management
Improve data quality in steps
Release2Future
Release
Consolidation
Harmonization
Central
MDM
Implementation ContinuumImplementation Continuum
CustomerData Council
Plan Data Consolidation
Third Party DataEnrichment
Customer DataSynchronization
Customer MasterProcess
Management
�Build Global Data Model
�Extract, Standardize and Load Source Records
�Provide an environment to manage de-de-duplication across systems
�ManageCustomer Data De-duplication�Provide Unique
Customer MasterInformation to downstream applications�Provide
Customer MasterRelationship to Reporting application�Controlled
access in Source System
�Centralized Management of Customer Data Creation Process�Seamless
Integration of Source Systems and Data Quality Tools with MDM�Transactional
applicationsbuilt on topof customerdefinitionacross sources�Manage
business process associated with customer data/transactionmanagement
�Enrich Source Data
�Define Process for Source System Merge
�Merge Records in Source Systems
�Define System of Records for Entity Type
�Build Customer Relationship based on Third Party
� Load Customer Affiliations
�Define Enterprise
Customer Data Model
�Need for MDM/ CDI
Solution
�Evaluate MDM Technology
MDM/ CDIWorkshop
IntroduceData
Governance
Customer Master Landscape - TodayCustomer Master Landscape - Today
SAP R/3Customer & Vendor Data
SiebelAccount & Contact Data
Expense ReportPhysician Spend
Multiple points of entry
Singlepoint of entry
Text-onlycustomer names
DIH
EDW
Reporting
RDA*(SHV)
Can
LA/PR
CR
DM
SpinalE
NT/N
T
SAP Accounts
Siebel Contacts
CR
DM
Neuro
Spinal
DA
RT
* Americas’Regional Data Admin team
Types:• Sold-to• Ship-to• Bill-to• Payer
eCATSPhysician Contracts
Types:• Accounts (from SAP)• Contacts
Student/InternGovernment/ Municipalities
KOLCorporations
ProspectMedical Practice
ResearcherClinic
PatientBuying Group
PhysicianHospital
PeopleOrganizations
Customer Categories
Vend
ors
Vendo
rs:Con
tract
Controlled Data Entry Less Controlled Data Entry
CV
Neuro
Customer Vendor data
Multiple points of entry
DRSDevice Registration
Implanting physicianReferring physicianPatient
Why do we need MDM for Customer Data?Why do we need MDM for Customer Data?
•“Customer” = Any person, other than an individual patient,
– including, without limitation, any medical or health care professional or entity in a position to purchase, lease, recommend, use, influence or arrange for the purchase or lease of, or prescribe Medtronic products.
– Encompasses: Physician, Contact, Key Opinion Leader, Researcher, Prospect, Subscriber, Student/Intern, Hospital, Clinic, Buying Group, Medical Practice, Business Entity, etc.
•Medtronic Customer Master data management landscape characterized by:
– Multiple Systems. There are many different systems used across Medtronic to managevarious interactions with customers
– Duplicate Records. Contact records (referring physicians, patients, consultants, clinical study leads, etc.) are entered and spread across all these different systems, creating duplicate records for the same contact
– Weak and Varied Standards & SOPs. Weak standards and varied data entry practices are obstacles to preventing duplicates and relating all valid separate records for a single customer
We need Master Data Management (People, Processes, & Technology)to enable 360 degree view, use and reportability of all interactions with an individual customer
to support all functional needs across sales, marketing, compliance, etc.
MDM-CM ProjectMDM-CM Project• Urgent Business Driver: Physician
Arrangements Tracking– Physician spend tracking and reporting
(aka, CIA)
• MDM-CM Project Objectives:• Provide a data hub• Enable expense tracking to
Unique IDs• Store customer master affiliation• Duplicate check for new
Customer Request
• Key Scope Notes:• No customer creation /
maintenance in MDM• No patient records in MDM
MDM Vision - Customer Data MgmtMDM Vision - Customer Data Mgmt
John Stanton-Smith
Single “Best” Customer Recordassigned a unique ID that relates all valid separate records
Siebel SAP
ExpenseReporting
DRS
MDM
Multiplecustomerrecordslinked
throughMDM
“Transactional”Data
Warehouse
“Transactional”Data
Warehouse
Portals &DashboardsPortals &
Dashboards
Medtronic MDM Process and TechnologyMedtronic MDM Process and TechnologyPeople
Process Technology• Create new customer• Maintain customer• Global change process
• Central repository• Data Quality & Stds check• Match/Merge & Unique ID• Process/governance tools
Data
StandardsTimely-Accurate-Consistent
- Data Standards - Quality Metrics- Cleansing - Controls
�Executive Governance Committee�CM Data Council �Standards Working Group�CM Stewards & Administrators
Governance Structure
IncreasingMaturity of CDI
Level of CDI Maturity0 1 2 3 4 5
UnawareIsolatedCustomer Records in Source
Aware
DuplicateExists in SourceSystems
Reactive
Identityduplicatecustomers
EnterpriseData Standard
Proactive
Build Control in the Source System
Global LOV
MergeRecords
Managed
A unifying visionemerges
CentralizedMaster Data Management
Optimized
MDM is the way we do things around here
Managingmaster data as an asset
Continuing to learn and improve
Data Maturity Roadmap
MDM Application ArchitectureMDM Application Architecture
MDM Maintenance� Cleansing� De-Duping� Matching� UID Assignment� Best Record� Best Address
� Unique Global ID
�CIA Reporting
� AggregatePhysician spend
� Enhanced dataenables (onesource of truth,consistent, accurate)
Siebel
“ Global Business PartnerElements
PI
SAP
MD
M
Informatica
SAP CMSAP VM
Customer Information� Unique identifier for Source Records� Best Record and Best Address� Customer Affiliation
Informatica
Informatica
• First Logic Integration• CBSA Score
SAP MM
PI
ExpenseReporting
PI
WebService
WSII
Oracle Fusion/ Siebel
WebService
Third Party Data Enrichment ArchitectureThird Party Data Enrichment Architecture
Centralization: New Contact Request ProcessCentralization: New Contact Request Process
SIEBEL
Sales Rep logs into application
Siebel Web Service
Creates new contact in Siebel
Create Contact in Siebel
Reject Expense Express Request with valid reason
Create Record in Siebel Manually and update Siebel Row ID in Request
CreateExpenseReport
CustomerRecord not
found
Submit aRequest forNew Contact
Application Website Notification to Integrated Stewards
ReviewNew Contact
Request
IdentifyPotential
Duplicates
CompareRecords andTake ActionPortals
SOASOA
SOASOA
High-Level Process FlowHigh-Level Process Flow
DataHub
EnterpriseReporting
ExpenseReporting
CRM Siebel
Assign Siebel Potential Match Relationship
Assign Across System Sibling Relationships
Assign Unique ID and Best Record
Sieb
el S
tew
ard
by B
UIn
tegr
ated
Stew
ard
SiebelMerge
CP SAP
MDM
MDM Matching and RelatingMDM Matching and Relating• Source Stewards perform the following
in MDM:– Review customer records for entries that do
not conform to data standards– Search and flag duplicate customer records
within their Source• Integrated Team Stewards perform the
following in MDM:– Relate “sibling” records for the same person
from across systems– Assign a Medtronic Unique ID to the one or
more records that represent a single person or entity
– Select a “best” record that is the most complete and accurate for a particular person or entity
• Identify a best address for a Best Record
Manual reviewManual reviewLowestpossible
score
Lowestpossible
score
Highestpossible
score
Highestpossible
scoreDon’tlink
Don’tlink LinkLink
Lowestthreshold
Upperthreshold
Should be related
Should not be related
Key ChallengesKey Challenges
New Customer &Relationship Centric Business Processes
CDIConsumingApplications
CustomerIdentification,Correlation &
Grouping ServiceOriented
Architecture
Data Standards
Data EnrichmentData Acquisition,
Distribution &Synchronization
MDM Tool integration
With Data Quality
MDM Tool and Technology
DataGovernance &
Standards
InformationQuality
External DataProviders
� Existing Customer Master Data
– Variety of data models• Customer structures are not
consistent across Source Systems
– Duplicate data• Duplicate data exists in
customer and address records in Source System
• Duplicate data exists in one system and also across system
� Process– Data entered casually from
many sources – Multiple points of data
integration– No proper duplicate check
� Lack of consistency in approach to data modeling
� Need for data governance, stewardship, and information quality strategy
Lessons LearnedLessons Learned• Customer data quality is more about enterprise
wide consensus and process than technology.• Review your organization's capabilities and challenges in
creating and using a single view of customer record• Issues impacting data were people, processes and tools
• Established goals and scope • – What are we solving for?• Adopted a phased approach • – Don’t boil the ocean• Beware of Scope Creep…• - Data/ System/ Process• Initial Data De-duplication
• Involve Data Stewards, Business Units• Leverage Third Party
• Changes to legacy systems and applications to support enterprise wide data standards
• Apply best practices for data governance and change management
MDM-IT Key InitiativesMDM-IT Key Initiatives
•ProductMaster
SAP SBL MiniMedExpenseExpress
• Customer Master
FY09 FY10
SAP R/3DIHMDMMapinfoServer
DART Portrait Focus 360 etc…
• Sales Structure
Same SourceMatch and Relate ProcessSame SourceMatch and Relate Process
Source: IFO/ SiebelContact: 560310Contact: 560311
ExecuteMatching Strategy
ChooseParent
(Survival)
RelateRecords
Source: SAP CPSold To: 560303Sold To: 560304
ExecuteMatching Strategy
RelateRecords
DownloadFile for Merge
Data StewardsEmail communication
Across Systems (Different Sources)Match and Relate ProcessUnique ID, Best Flag and Best Record
Across Systems (Different Sources)Match and Relate ProcessUnique ID, Best Flag and Best Record
Source: IFO
Contact: 560310
Source: SAP CPSold To: 560303
Vendor: 560305
ExecuteMatching Strategy
RelateRecords
Source: SAP MMCustomer : 560306
Vendor : 560307
AssignUID
ChooseBest Record
ChooseBest Address
Record: 560310Record: 560310
Record: 560311Record: 560311
Record: 560303Record: 560303
Record: 560304Record: 560304
Record: 560305Record: 560305
Physician Payments Sunshine Act: BasicsPhysician Payments Sunshine Act: Basics• Requires manufacturers to submit
reports to HHS disclosing a wide range of payments made directly or indirectly to physicians. Threshold is $25
• Fairly broad set of state laws or regulations relating to reporting and disclosure requirements of drug and device manufacturers
• Applies to reporting or disclosure requirements regarding payments or other transfer of value to physicians
• Payments of all sizes and types
The Physician Payments
Sunshine Act Legislation