If handled correctly, customer data can fuel new levels of customer acquisition performance, sales conversion rates and the overall lifetime value of a customer. IT research and consulting firm Enterprise Management Associates (EMA) has conducted a survey about master data management (MDM) initiatives that have been adopted within different organizations. Here are the top takeaways from the survey, including: As customer touch points are expanding over time, a more agile integration approach is required for success You can drive the greatest value from MDM through actionable customer-facing applications or customer-facing employees and business partners Shifting the data accountability to the lines of business is clearly a key differentiator for the most successful organizations

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©2016 Talend Inc
MDM Best Practices for Customer Centric
Organizations
Takeaways from survey and lessons learned at Ellie Mae

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Welcome
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©2016 Talend Inc
MDM Best Practices for Customer Centric
Organizations
Takeaways from survey and lessons learned at Ellie Mae

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©2016 Talend Inc
Fudong Yin
Sr Director, Business Systems
Jean-Michel Franco
Product Marketing Director
@jmichelfranco

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2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
(Revenue Growth)
Data
Integration
Master Data
Management
Data
Quality
Big Data
Application
Integration
Hadoop 2.0
Spark &
Cloud
Key Facts
• Founded in 2006
• 550+ employees worldwide
• 7 countries
• 1300+ customers
• 2M+ open source downloads
Talend in a nutshell
Data
Preparation

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A Modern Big Data and Cloud Integration Platform
Data Fabric
APPLICATION
INTEGRATION
CLOUD
INTEGRATION
DATA
INTEGRATION
DATA
PREPARATION
BIG DATA
INTEGRATION
MASTER DATA
MANAGEMENT

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Ellie Mae overview
Funded in 1996
970 Employees
42% four year CAGR, despite industry headwinds
Automation software for mortgage industry
Processes over 30% residential loans in US
119,000 active users
IT Landscape
Salesforce.com for Sales, Support and PSA
Workday for HCM and Finance
Eloqua/Google Analytics for Marketing
CRS, home-built order-to-cash system

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Survey Highlight
Respondents in North America102
From IT, 46% from Lines of Business
0 5 10 15 20 25 30
Public Serv.
Retail
Finance
Manuf
Healthcare
56%
https://info.talend.com/datadrivenorganizations.html

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©2016 Talend Inc
Designing the business case

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Survey highlights: the business case
Consider MDM to be vital or
important to their org.
Could measure ROI for most of
their MDM initiatives
receive funding outside of the
CIO’s budget.
70%
60%
40%
0 5 10 15 20
Cust experience Mgmt…
Compliance & privacy…
Operations efficiency
360° analytical view
Turn data into actions
Customer Data Access
Establish competititive…
Which are the business drivers for your
customer-facing applications?

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©2016 Talend Inc
Scoping the customer centric initiative

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Operational goals and business outcomes
Best in class focus mostly on digital marketing & data driven apps

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IT related objectives
Best in class are aiming at empowering the business with data governance

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How many touchpoints ?

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Takeaways from

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©2016 Talend Inc
Engaging the people

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Survey highlights: the “people” dimension
• The data architect plays a leadership
role in advanced orgs, especially in large
organizations
• Best in class orgs have been able to
move the ownership to business
analysts and data stewards
0 5 10 15 20
IT-focused data analysts
IT-focused project mgr
Bus. analysts from LOBs
LOB's execs
Enterprise data architects
LOB's project managers
Data stewards
Who has the end responsibility for the data
management practices ?

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©2016 Talend Inc
Overcoming the roadblocks

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What are the major roadblocks ?
Best in class consider lack of business case, and
misalignment of stakeholders as significant hurdles

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Key takeaways from the survey
1. Master Data Management is a foundation for customer centric
organizations.
2. Agile integration approaches are required to address the diversification
of data points
3. Customer 360° is a must. But actionable customer facing applications
that directly impact customers experience makes the difference.
4. Shifting the data accountability to the lines of business is a clear
differentiator for best performers.
5. Mature organizations succeed in their ability to fund their MDM
initiatives based on clear and quantifiable business benefits

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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
Platform

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©2016 Talend Inc
MDM Best Practices for Customer Centric
Organizations
Takeaways from survey and lessons learned at Ellie Mae