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©2014 Talend Inc.

Creating the Golden Record that Makes Every Click Personal

Presented by Jean-Michel Franco and

David Wilmer

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Welcome

• This presentation is available as an online webinar at the following URL: https://info.talend.com/en_mdm_360view_customerdata.html

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Connecting the Data-Driven Enterprise

Data-Driven companies…

• 23 times greater customer acquisition

• 6 times greater customer retention

• 19 times more profitability

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Connecting the data driven enterprise with

Information

as an asset

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Master Data Management is a cornerstone for data-driven processes

Know Your Customer

Highlight Your Products

Trust Your Suppliers

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“Customer Data” is everywhere

Centralized Cloud Big Data Social, Mobile

Return On

Information (ROI)

Value

Time

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Companies struggle to reconcile their data

And the data gap seems insurmountable

Of contact Data Is inaccurate

25%

Of marketing orgs do not have a customer 360° view across

channels

65%

Of contact Data had at least 1 change

in past 12 months

71%

Sources: Sirius Decision, Integrate, Experian,Garnter, Privacy Clearinghouse, Target Marketing, Forbes insights

Personal records compromised in the US since

2005

534M

Annual financial impact of bad data quality per org.

14M$ 34

Data sources make-up “customer data”

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Creating the golden record that makes every click personal

There must be a way

Transform customer facing tasks into data driven process :

1. Collect data across touch-points

2. Transform into a 360°view

3. Turn data into insights with segments, scores, forecasts and recommendations

4. Connect in real-time with your customer and take action

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From Customer Master to the Customer Data Platform

1. Collect customer data at each touch-point

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2. Connect customer data across touch-points From Customer Master to the Customer Data Platform

Customer Data

Platform

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Example: Creating the Customer 360° with Big Data

2. Connect customer data across touch-points

Source : Intelligent Business Strategy

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From Customer Master to the Customer Data Platform

3. Augment, and turn data into insights

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Reconciling the customer journey, and guiding the next steps

3. Augment, and turn data into insights

Customer Timeline

Opt for the

loyalty card

Click to opt

For the promotion

Receive a

promotion

Order

online

Post a claim

Connect to free

Wifi On store

Compare

Price with amazon

Buy the product

Get a real-time

offer

Next best Action

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From Customer Master to the Customer Data Platform

4. Drive customer interactions in real-time

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Talend Master Data Management The shortest path to trusted & actionable Customer data

Model

Explore & Cleanse

Enable Stewardship

Consolidate & Enrich

Operationalize

• Total flexibility (-> your customer

data, rules & processes)

• Active Data Model (including

embedded controls and role

based access, data propagation

and audit trails)

• Manage customer data in

real time

• Bring customer data to

the customer touch points

and customer facing

processes and apps.

• Profiling and parsing of

unstructured, semi

structured

• Powerful matching and

contact management

capabilities

• Organize the daily tasks

for manual data curation

• Orchestrate collaborative

data governance

• Create the golden record

• Create the Augmented

Customer 360° view with Big

Data

MDM

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Demo: Customer MDM

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Create a shareable and sanctioned view

of the customer data with the Active data Model

Key capabilities • Create your customer data model • Protect, share, and customize your model

according to role and stakeholders • Control access and audit the access and the

data flows • Extend your model over time from a golden

record to a 360° view

Business Benefits • Design a shared view of your customer data • Get total control of your master data • Unleash the access to your master data

through User interfaces and connectivity • Start small, expand quickly

Modeling

Co

nn

ec

tors

Co

nn

ec

tors

Access &

Authoring

Design, change mgmt. and

administration

Triggers

Audit log

& timeline

Role Based

Access &

Controls

Data

Modeling

ACTIVE

Model

Talend MDM

Implementation team Data Stewardship Team

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Turn your disparate sources into unified, shared and trusted data

Key capabilities • Understand your data • Standardize and parse • Unify, match and deduplicate • Enrich data with external sources • Measure, Analyze, Detect, Improve and

Control

Business Benefits • Improve your process efficiency through

timely access to accurate data • Cut the cost linked to your information

supply chain, to detect errors, and find the root cause

Explore & cleanse

Connectors

Standar-

dization

Data

Augmen-

tation

Profing

Matching

ACTIVE

Model

Talend MDM

Implementation team

Data Stewardship Team

Implementation team

Data Stewardship Team

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Create and orchestrate accountability on your customer data

Key capabilities • Data stewardship organize the work with

unsanctioned data needing a human intervention for correction/validation

• Business Process Management organizes information authoring and collaborative stewardship across activities

• Logging and lineage capabilities allow to redo/undo tasks at any time

Business Benefits • Lines of business can be accountable on the

content of the data • Processes can evolve over time from error

fixing to root cause detection and coorection. • Workflow approach breaks silos across

customer facing activities (marketing, sales, support)

Enable Stewardship

Connectors

Data Stewardship Team

Data Stewardships team

Lines of Business Uers We

b IU

S

tew

ard

sh

ip

co

nso

le

Ms

ter D

ata

Se

rvic

es

Bu

sin

es

s

Pro

ces

s

Mn

gm

t

Talend

MDM

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Augmenting the customer 360° with Big Data

Key capabilities • MDM provides the single view of the online

visitor with matching capabilities across online identifies

• MDM provides Data Governance capabilities to Big Data , e.g. for managing privacy

• MDM links the visitors to customer when applicable

Business Benefits • Create a single view of the customer across

channels • Augment traditional data about customer

with Big Data to understand customer intentions

• Create customer timelines and use it to predict next actions including sales opportunities

Consolidate & Enrich

External Data

Sources

Big Data

Web Analytics & targeting

Web Logs

Customer

Master data

MDM

Big Data

Analytics

Online Visitor

Master data

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Turning Customer Data into actions with Master Data Services

Key capabilities • Leverage the power of the Unified Platform • Using Talend MDM as a Lookup to retrieve

potential matching accounts with Fuzzy Matching Algorithms

• Back-end can be MDM but also CRM (SFDC…), customer database, Big Data…

Request JSON or

XML Parsing

Talend ESB Request

Response

Ma

tsre

da

ta s

erv

ice

s

Js

on

or

HT

ML

Pa

rsin

g

Business Benefits • Know your customers (from web visitors and

clickstreams to ongoing interactions with known customers)

• Personalize web interactions and propose next best offers

• Avoid duplicates in your customer database • Manage consistently customer interactions

across channels

Lookup

Accounts Fuzzy Matching

Talend

MDM Potential Matching Accounts

Operatio-nalize

Entity resolution

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©2015Talend Corporation

Questions?

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©2014 Talend Inc.

Creating the Golden Record that Makes

Every Click Personal with Talend MDM and Big Data

- Unified

- Flexible

- Open

- Ready for Big Data Presented by Jean-Michel Franco

and David Wilmer