Good systems development often depends on multiple data management disciplines that provide a solid foundation. One of these is metadata. While much of the discussion around metadata focuses on understanding metadata itself along with its associated technologies, this perspective often represents a typical tool-and-technology focus, which has not achieved significant results to date. A more relevant question when considering pockets of metadata is whether to include them in the scope of organizational metadata practices. By understanding what it means to include items in the scope of your metadata practices, you can begin to build systems that allow you to practice sophisticated ways to advance their data management and supported business initiatives. After a bit of practice in this manner you can position your organization to better exploit any and all metadata technologies in support of business strategy.
Takeaways:
Metadata value proposition: How to leverage metadata in support of your business strategy
Understanding foundational metadata concepts based on the DAMA DMBOK
Guiding principles & lessons learned
1. Metadata Management Strategies
Copyright 2014 by Data Blueprint
Good systems development often depends on multiple data
management disciplines that provide a solid foundation. One of
these is metadata. While much of the discussion around metadata
focuses on understanding metadata itself along with its
associated technologies, this perspective often represents a
typical tool-and-technology focus, which has not achieved
significant results to date. A more relevant question when
considering pockets of metadata is whether to include them in the
scope of organizational metadata practices. By understanding
what it means to include items in the scope of your metadata
practices, you can begin to build systems that allow you to
practice sophisticated ways to advance data management and
supported business initiatives with a demonstrable ROI. After a bit
of practice in this manner you can position your organization to
better exploit any and all metadata technologies in support of
business strategy.
Date: November 11, 2014
Time: 2:00 PM ET/11:00 AM PT
Presenter: Peter Aiken, Ph.D.
2. Commonly Asked Questions
2
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1)Will I get copies of the
slides after the event
2)Yes this is being
recorded
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4. MONETIZING
DATA MANAGEMENT
Unlocking the Value in Your Organization’s
Most Important Asset.
PETER AIKEN WITH JUANITA BILLINGS
FOREWORD BY JOHN BOTTEGA
Peter Aiken, Ph.D.
4
Copyright 2014 by Data Blueprint
The Case for the
Chief Data Officer
Recasting the C-Suite to Leverage
Your Most Valuable Asset
Peter Aiken and
Michael Gorman
• 30+ years data management
experience
• Multiple international awards/
recognition
• Founder, Data Blueprint (datablueprint.com)
• Associate Professor of IS, VCU (vcu.edu)
• (Past) President, DAMA Int. (dama.org)
• 9 books and dozens of articles
• Experienced w/ 500+ data
management practices in 20 countries
• Multi-year immersions with
organizations as diverse as the
US DoD, Nokia, Deutsche Bank, Wells
Fargo, Walmart, and the
Commonwealth of Virginia
6. Whither the "data dictionary?
6
• The classic "data dictionary" pretty much died by the early '90s
- ... they ever-so-kindly renamed "data dictionary" to "metadata repository" & then promptly
went belly up. Ask pretty much IBMer today if they've ever heard of AD/Cycle or
RepositoryManager... guaranteed response will be a blank stare.
• My calculation says 5% survival rate from 1973 to 2003
• Metadata has morphed into a meaningless buzzword …
- Yet organizations are suffering from unprecedented amounts of new forms of seriously
unmanaged metadata.
• I've essentially given up on trying to grok what metadata is other
than "required buzzword" (Dave Eddy/deddy@davideddy.com)
Copyright 2014 by Data Blueprint
7. Metadata Management Strategies
7
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
8. Metadata Management Strategies
8
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
9. Uses
What is data management?
9
Copyright 2014 by Data Blueprint
Sources
Data Governance
Data
Engineering
Data
Delivery
Data
Storage
Specialized Team Skills
• Data management practices connect data sources and
uses in an organized and efficient manner
– Storage
– Engineering
– Delivery
– Governance
• When executed, engineering, storage, and delivery
implement governance
11. Five Integrated DM Practice Areas
Manage data coherently.
Share data across boundaries.
Data Program
Coordination
Organizational Data
Integration
Assign responsibilities for data.
Data Stewardship Data Development
Engineer data delivery systems.
Maintain data availability.
Data Support
Operations
11
Copyright 2014 by Data Blueprint
14. Data Management Practices Hierarchy
You can accomplish
Advanced Data Practices
without becoming proficient
in the Foundational Data
Management Practices
however this will:
• Take longer
• Cost more
• Deliver less
• Present
greater
risk
(with thanks to Tom DeMarco)
Technologies Capabilities
Advanced
Data
Practices
• MDM
• Mining
• Big Data
• Analytics
• Warehousing
• SOA
Foundational Data Management Practices
14
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Data Governance Data Quality
Data Platform/Architecture
Data Management Strategy
Data Operations
15. Data Management Body of Knowledge
15
Copyright 2014 by Data Blueprint
Data
Management
Functions
16. DAMA DM BoK & CDMP
16
Copyright 2014 by Data Blueprint
• Data Management Body of Knowledge
(DMBOK)
– Published by DAMA International, the
professional association for
Data Managers (40 chapters worldwide)
– Organized around primary data management
functions focused around data delivery to the
organization and several environmental
elements
• Certified Data Management Professional
(CDMP)
– Series of 3 exams by DAMA International and
ICCP
– Membership in a distinct group of
fellow professionals
– Recognition for specialized knowledge in a
choice of 17 specialty areas
– For more information, please visit:
• www.dama.org, www.iccp.org
18. Metadata Management Strategies
18
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
19. Metadata Management Strategies
19
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
20. What is a Strategy?
20
• Current use derived from military
• "a pattern in a stream of decisions" [Henry Mintzberg]
• "a system of finding, formulating, and developing a
doctrine that will ensure long-term success if followed
faithfully [Vladimir Kvint]
Copyright 2014 by Data Blueprint
21. Meta data, Meta-data, or metadata
21
• In the history of language, whenever two words are
pasted together to form a combined concept initially, a
hyphen links them
• With the passage of time,
the hyphen is lost. The
argument can be made
that that time has passed
• There is a copyright on
the term "metadata," but
it has not been enforced
• So, term is "metadata"
Copyright 2014 by Data Blueprint
22. Definitions
22
• Metadata is
– Everywhere in every data management activity and integral
to all IT systems and applications.
– To data what data is to real life. Data reflects real life transactions, events,
objects, relationships, etc. Metadata reflects data transactions, events,
objects, relations, etc.
– The data that describe the structure and workings of an
organization’s use of information, and which describe the
systems it uses to manage that information.
Copyright 2014 by Data Blueprint
[quote from David Hay's book, page 4]
• Data describing various facets of a data asset, for the purpose
of improving its usability throughout its life cycle [Gartner 2010]
• Metadata unlocks the value of data, and therefore requires
management attention [Gartner 2011]
• Metadata Management is
– The set of processes that ensure proper creation, storage, integration, and
control to support associated use of metadata
26. Defining Metadata
26
Who
What How
Copyright 2014 by Data Blueprint
Metadata is any
combination of
any circle and the
data in the center
that unlocks the
value of the data!
Adapted from Brad Melton
Data
Why Where
When
27. Library Metadata Example
Libraries can operate
efficiently through careful
use of metadata (Card
Catalog)
Who: Author
What: Title
Where: Shelf Location
When: Publication Date
A small amount of
metadata (Card Catalog)
unlocks the value of a large
amount of data (the
Library)
27
Who
What How
Copyright 2014 by Data Blueprint
Data
Library Book
Why Where
When
28. Outlook Example
28
"Outlook" metadata is used to navigate/manage email
Copyright 2014 by Data Blueprint
What: "Subject"
How: "Priority"
Where: "USERID/Inbox",
"USERID/Personal"
Why: "Body"
When: "Sent" & "Received”
• Find the important stuff/weed out junk
• Organize for future access/outlook rules
• Imagine how managing e-mail (already non-trivial)
would change if Outlook did not make use of
metadata Who: "To" & "From?"
29. What is the structure of metadata practices?
Uses
29
Copyright 2014 by Data Blueprint
Sources
Metadata
Engineering
Metadata
Delivery
Metadata Governance
Metadata Practices
Metadata
Storage
Specialized Team Skills
• Metadata practices connect data sources and uses in an
organized and efficient manner
– Storage: repository, glossary, models, lineage - often multiple
technologies
– Engineering: identifying/harvesting/normalizing/administer
evolving metadata structures
– Delivery: supply/access/portal/definition/lookup search
identify/ensure required metadata supplies to
meet business needs
– Governance: ensure proper/creation/storage/integration/control
to support effective use
• When executed, engineering and delivery implement governance
30. Polling Question #1
• My organization began using or is planning to use a formal
approach to metadata management
30
Copyright 2014 by Data Blueprint
a) Last year (2013)
b) This year (2014)
c) Next year (2015)
d) Not at all
31. Polling Question #1 (from last year)
• My organization began using or is planning to use a formal
approach to metadata management
31
Copyright 2014 by Data Blueprint
a) Last year (2012) 38%
b) This year (2014) 13%
c) Next year (2015) 14%
d) Not at all 15%
32. Metadata Management Strategies
32
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
33. Metadata Management Strategies
33
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
35. Business Process Metadata
35
Who
What How
Copyright 2014 by Data Blueprint
Who: Created the
documentation?
What: Are the
important
dependencies
among the
processes?
How: Do the business
processes
interact with
each other?
Email
Messag
Data
e
Why Where
When
42. Metadata Management Strategies
42
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
43. Metadata Management Strategies
43
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
48. Metadata Management Strategies
48
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
49. Metadata Management Strategies
49
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
50. Metadata History 1990-2008
• The history of Metadata management tools and products
seems to be a metaphor for the lack of a methodological
approach to enterprise information management:
• Lack of standards and proprietary nature of most managed
Metadata solutions cause many organizations to avoid
focusing on metadata
• This limits organizations’ ability to develop a true
enterprise information management environment
• Increased attention given to information and its importance
to an organization’s operations and decision-making will
drive Metadata management products and solutions to
become more standardized
• More recognition to the need for a methodological
approach to managing information and metadata
50
Copyright 2014 by Data Blueprint
51. Metadata History: The 1990s
51
• Business managers began to recognize the value of
Metadata repositories
• Newer tools expanded the scope
• Potential benefits identified during this period include:
– Providing semantic layer between company’s system and business
users
– Reducing training costs
– Making strategic information more valuable as aid in decision
making
– Creating actionable information
– Limiting incorrect decisions
Copyright 2014 by Data Blueprint
52. Metadata History: Mid-to late 1990s
• Metadata becomes more relevant to corporations who were
struggling to understand their information resources caused by:
– Y2K deadline
– Emerging data warehousing initiatives
– Growing focus around the World Wide Web
• Beginning of efforts to try to standardize Metadata definition and
exchange between applications in the enterprise
• Examples of standardization:
– 1995: CASE Definition Interchange Facility (CDIF)
– 1995: Dublin Core Metadata Elements
– 1994 – 1999: First parts of ISO 11179 standard for Specification and
52
Standardization of Data Elements were published
– 1998: Common Warehouse Metadata Model (CWM)
– 1995: Metadata Coalitions’ (MDC) Open Information Model
– 2000: Both standards merged into CSM. Many Metadata repositories
began promising adoption of CWM standard
Copyright 2014 by Data Blueprint
53. Metadata History: 21st Century
• Update of existing Metadata repositories for deployment on
the web
• Introduction of products to support CWM
• Vendors begin focusing on Metadata as an additional product
offering
• Few organizations purchase or develop Metadata repositories
• Effective enterprise-wide Managed Metadata Environments
are rare due to:
– Scarcity of people with real world skills
– Difficulty of the effort
– Less than stellar success of some of the initial efforts at some
53
companies
– Stagnation of the tool market after the initial burst of interest in late 90s
– Still less than universal understanding of the business benefits
– Too heavy emphasis on legacy applications and technical metadata
Copyright 2014 by Data Blueprint
54. Metadata History: Current Decade
Sarbanes-Oxley, and privacy requirements with unsophisticated tools
– Emergence of enterprise-wide initiatives, e.g. information
governance, compliance, enterprise architecture, automated
software reuse
– Improvements to the existing Metadata standards, e.g. RFP release
of new OMG standard Information Management Metamodel (IMM),
which will replace CWM
– Recognition at the highest levels that information is an asset that
must be actively and effectively managed
54
• Focus on need for and importance of metadata
• Focus on how to incorporate Metadata beyond traditional
structured sources and include semistructured sources
• Driving factors:
– Recent entry of larger vendors into the market
– Challenges related to addressing regulatory requirements, e.g.
Copyright 2014 by Data Blueprint
55. Why Metadata Matters
• They know you rang a phone sex service at 2:24 am and spoke for 18
minutes. But they don't know what you talked about.
• They know you called the suicide prevention hotline from the Golden Gate
Bridge. But the topic of the call remains a secret.
• They know you spoke with an HIV testing service, then your doctor, then
your health insurance company in the same hour. But they don't know what
was discussed.
• They know you received a call from the local NRA office while it was
having a campaign against gun legislation, and then called your senators
and congressional representatives immediately after. But the content of
those calls remains safe from government intrusion.
• They know you called a gynecologist, spoke for a half hour, and then
called the local Planned Parenthood's number later that day. But nobody
knows what you spoke about.
55
Copyright 2014 by Data Blueprint
– https://www.eff.org/deeplinks/2013/06/why-metadata-matters
56. Metadata Strategy
drivers, issues, and information requirements for the enterprise Metadata program
56
• Metadata Strategy is
– A statement of direction in Metadata management by the enterprise
– A statement of intend that acts as a reference framework for the development
teams
– Driven by business objectives and prioritized by the business value they bring to
the organization
• Build a Metadata strategy from a set of defined components
• Primary focus of Metadata strategy
– gain an understanding of and consensus on the organization’s key business
• Need to understand how well the current environment meets these
requirements now and in the future
• Metadata strategy objectives define the organization’s future
enterprise metadata architecture and recommend logical progression
of phased implementation steps
• Only 1 in 10 organizations has a documented, board approved data
strategy
Copyright 2014 by Data Blueprint
58. Polling Question #2
58
• Compliance laws have influenced my organization to pay
more attention to and/or put more resources into:
Copyright 2014 by Data Blueprint
a) Data quality improvement efforts 29%
b) Metadata management efforts 6%
c) Database management, in general 27%
d) No impact 13%
59. Metadata Management Strategies
59
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
60. Metadata Management Strategies
60
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
64. Activities: Noteworthy Metadata Standards Types
• Common Warehouse Metadata (CWM):
• Specifies the interchange of Metadata among data
warehousing, BI, KM, and portal technologies.
• Based on UML and depends on it to represent object-oriented
Warehouse Process Warehouse Operation
Transformation OLAP Data
Mining
Information
Visualization
Business
Nomenclature
Object
Model Relational Record Multidimensional XML
Business
Information Data Types Keys and
Type
Expression Indexes
Mapping
Software
Deployment
Object Model
Management
Analysis
Resource
Foundation
64
Copyright 2014 by Data Blueprint
data constructs.
• The CWM Metamodel
65. Information Management Metamodel (IMM)
65
Copyright 2014 by Data Blueprint
• Object Management
Group Project to replace
CWM
• Concerned with:
– Business Modeling
• Entity/relationship metamodel
– Technology modeling
• Relational Databases
• XML
• LDAP
– Model Management
• Traceability
– Compatibility with related
models
• Semantics of business
vocabulary and business rules
• Ontology Definition Metamodel
• Based on Core model
• Used to translate from
one model to another
69. Polling Question #3
69
• Do you use metadata models and/or modeling tools to
support your information quality efforts?
Copyright 2014 by Data Blueprint
a) Yes 49%
b) No 39%
70. Metadata Management Strategies
70
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
71. Metadata Management Strategies
71
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
74. Metadata Management Strategies
74
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
75. Metadata Management Strategies
75
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
76. • Example:
– iTunes Metadata
• Insert a recently
purchased CD
• iTunes can:
– Count the
number of tracks
(25)
– Determine the
length of each
track
09/10/12 66
Example: iTunes Metadata
76
Copyright 2014 by Data Blueprint
77. • When connected to
the Internet iTunes
connects to the
Gracenote(.com)
Media Database and
retrieves:
– CD Name
– Artist
– Track Names
– Genre
– Artwork
• Sure would be a pain
to type in all this
information
09/10/12 67
Example: iTunes Metadata
77
Copyright 2014 by Data Blueprint
78. • To organize iTunes
– I create a "New
Smart Playlist" for
Artist's containing
"Miles Davis"
09/10/12 68
Example: iTunes Metadata
78
Copyright 2014 by Data Blueprint
79. Example: iTunes Metadata
• Notice I didn't get the
desired results
• I already had another
Miles Davis recording in
iTunes
• Must fine-tune the request
to get the desired results
– Album contains "The
complete birth of the cool"
• Now I can move the
playlist "Miles Davis" to a
folder
09/10/12 6979
Copyright 2014 by Data Blueprint
80. Example: iTunes Metadata
• The same:
–Interface
–Processing
–Data Structures
• are applied to
–Podcasts
–Movies
–Books
–.pdf files
• Economies of
scale are
enormous
09/10/12 7080
Copyright 2014 by Data Blueprint
81. Metadata Management Strategies
81
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
82. Metadata Management Strategies
82
Copyright 2014 by Data Blueprint
1. Data Management Overview
2. What is metadata and why is it important?
3. Major metadata types & subject areas
4. Metadata benefits, application & sources
5. Metadata strategies & implementation
6. Metadata building blocks
7. Guiding Principles
8. Specific teachable example
9. Take Aways, References and Q&A
Tweeting now:
#dataed
83. • Metadata unlocks the value of data, and therefore requires
management attention [Gartner 2011]
Uses
Metadata Take Aways
83
Metadata
Engineering
Metadata
Delivery
• Metadata is the language of data governance
• Metadata defines the essence of integration challenges
Copyright 2014 by Data Blueprint
Sources
Metadata Governance
Metadata Practices
Metadata
Storage
Specialized Team Skills
84. Data Management Body of Knowledge
84
Copyright 2014 by Data Blueprint
Data
Management
Functions
90. Polling Question #4
90
• My organization began using or is planning to use a
metadata repository (purchased or homegrown)
Copyright 2014 by Data Blueprint
a) Last year (2013)
b) This year (2014)
c) Next year (2015)
d) Not applicable
91. Questions?
+ =
It’s your turn!
Use the chat feature or Twitter (#dataed) to submit
your questions to Peter now.
91
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92. Upcoming Events
92
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Data Systems Integration & Business
Value Pt. 2: Cloud
August 13, 2013 @ 2:00 PM ET/11:00 AM PT
Data Systems Integration & Business
Value Pt. 3: Warehousing
September 10, 2013 @ 2:00 PM ET/11:00 AM PT
Sign up here:
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