Multidomain MDM Gartner MDM Summit 2014

Jean-Michel Collomb

Enterprise Architect

MDM Program Manager

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Index

_ Amadeus presentation

_ MDM Program Overview

_ Workforce MDM

_ Product MDM

_ Reference Data Management

_ Conclusion and advices

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Amadeus…

Our solutions facilitate journeys and enrich the travel

experience for hundreds of millions of people every year.

to shape the future of travel

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We are working together with

our customers and partners

We have a clear purpose

Amadeus is a technology company dedicated to the

global travel industry.

We are present in 195 countries with a worldwide team of more than 11,000 people.

Our solutions help improve the

business performance of travel agencies, corporations, airlines,

airports, hotels, railways and more.

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Amadeus in a few words

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A history of shaping the future of travel

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Connecting the travel industry

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We support the traveller life cycle

Post-trip

On trip

Pre-trip Book

Shop

Inspire

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MDM Program Overview

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MDM Program Scope

Workforce • Employee

• Organization

• Location

Product • Product

• Project

• Service

• Application

Customer • Account

• Contact

• Groups

• Contract

Vendor • Vendor

• Supplier

• Partners

Reference • Geography: Countries, Cities,…

• Commercial structure

• Airports, Airlines,…

• ..

Complexity

Priority

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MDM Program Roadmap

2013 2014 2015

Workforce

domain

Product

domain

Customer

domain

Reference

data

Workforce Data

Basic Employee data – Contributors – Comp. & ben.

MDM for Product & Service Data

Product – Project - Service - …

MDM for Customer

Data

MDM for Reference Data

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MDM Program

Architecture Overview

MDM Core

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MDM Program Data Governance process

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Workforce MDM

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Workforce MDM

Problem statement

Problem statement: Workforce data cannot be used globally for analysis and decision making because of poor quality.

Main quality issues with Workforce Data:

• Heterogeneous data: ACOs/Sites/Regions are using

different definitions, different values for the same data. • Example: Employee Group/SubGroup used to categorize

employee activity/inactivity

• Incomplete data: ACOs/Sites/Regions are not always

filling and maintaining all workforce data • Example: Birth date, gender, nationality… is missing

• Inconsistent data: ACOs/Sites/Regions do not always

follow the same rules for data maintenance • Example: ‘Retired’ employee still seen as ‘active’

Top down approach for a global MDM and Data Governance process : Define the Workforce data globally at company level

Improve and Measure the quality of the data

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Workforce MDM Data Governance

_ The Data Dictionary is the result of the Data Governance process, it contains the definition of all Workforce related data approved by all stakeholders.

_ It also include data quality rules and metrics.

Business

Stakeholders

Data Experts

MDM

Core Team

Review

Approve

Contribute

Review

Contribute

Publish

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Workforce MDM Data Maintenance

Amadeus Businesses

Data

Managers

MDM

Core team

Data quality analysis

Amadeus data

Data Quality dashboard

Data stewards

DIS

…

Fix data

quality “non

compliances”

support

Analyze data quality

metrics & KPIs

Define priorities

support

Dispatch and monitor

data stewardship

activities

Amadeus Businesses

_ The Data Quality Dashboard reflects the level of compliance of data against the quality rules defined by the Data Governance.

_ The Data Manager is driving the data stewardship (maintenance) activities.

_ The Data Stewards (Businesses, R&D,…) are either correcting the data to comply with the data Dictionary, or providing the necessary information to align the data with the data Dictionary

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Workforce MDM Data Quality Monitoring

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Workforce MDM

Employee view with Data Quality status

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Workforce MDM

Employee details with Data Quality non-compliance

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Product MDM

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Product MDM

Multiple facets of Product Data in Amadeus

Common Product

View

Product Management View

Marketing/Sales View

Branding View

Operations View

Development/PMO View

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Product MDM

Key Objectives

Setup a Data Governance process to build a common understanding of the multiple facets of Products and enforce the changes in business processes and solutions to align with it.

Deploy a solution that can rapidly improve the quality of Product data, guaranteeing its integrity over time and organizational changes, and provide a unique referential for all businesses.

Make the Product data available to enable the full Amadeus Organisation to base their decisions regarding Product on reliable facts.

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Product MDM

Approach

_ Leverage Existing Initiatives:

• Finance “Product Profitability”

• New CRM

• Marketing “Product Essentials”

_ Investigation phase

• Validate approach

_ Bottom up, Iterative, non disruptive implementation

• Iteration 1: Product Cycle Solutions

• Iteration 2: CRM Sales, Ordering/Billing

• Iteration 3: Help Desk, Training, Operations

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Reference Data Management

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Reference Data Management

_ Geographic Referential

• Countries / Regions (ISO)

• Amadeus Legal Entities

• Airports, Locations (IATA, ICAO,…)

_ Commercial Structure • Market hierarchies

• Distribution Channels

_ Currencies, Unit measures... • …

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Conclusion

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Conclusion and advices…

1. High level (exec) sponsorship is mandatory for the success of any MDM Project Do not under estimate resistance to change

2. Start small and achieve significant business value, get buy-in and expend MDM usage. Start with a business case that is visible and achievable in a reasonable timeframe

and budget

Mitigate risks of disruption on existing products / processes

3. Bottom up initiatives (Proto, PoC), focusing on small use case, can contribute on Data Quality and MDM awareness. Help stakeholder understand how their DQ problems can be solved by MDM, get

their buy in.

Switch to a Top down approach when awareness is there.

4. Manage expectations carefully Data Quality of often the root cause of wider problems

MDM is often just an enabler for other projects that bring the real value to the Business stakeholders

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Thank you

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