Transcript Blank Presentation

Building Success
Presentation to IRMAC
May 27, 2004
Denial, Anger,
Acceptance, Resolution…
Business Perils of
Ignoring Sound CDM
Principles
Simple Input Data
Name:
Address:
Geography:
Telephone:
Birth Date:
SIN:
Mr. John Smith Sr.
10 Wolfe Crescent N.
RR#2
Bolton ON L7E 5R8
(905) 880-1292
03/14/1963
478 827 905
Veritas Singularis™
We know with certainty only when we know little,
with knowledge doubt increases.
J.W. von Goethe
Veritas Singularis™
Multitude of Components
Street data
House number
Street title
Primary street type
Secondary street type
Primary street direction
Secondary street direction
Additional Street Line Data
Route name, number, type
Box name, number, type
Dwelling1 name, number, type
Dwelling2 name, number, type
Complex name, type
Geographic data
Country name
Neighbourhood name
City name, Postal Code
State/province/county name
Miscellaneous Personal Data
Social Insurance Number
Bell/Cellular Number
Date of Birth
Email Address
Name Data
Number of names
Name form (P, B, R)
Prefix: title
First Name
Middle Name 1, 2, 3
Last Name
Suffix: secondary title
Generation: Jr., Sr., III, etc.
Gender: M, F, N
Connector: and, or, etc.
Relationship: Executor, Beneficiary
Candidate Codes: for each name
Veritas Singularis™
Average Customers
John Smith
10 Wolf Cres.
Jane Smith
10 Wolf Cres.
Chequing
$1,000
Chequing
$1,000
Savings (j)
$1,000
Savings (j)
$1,000
1. One Household
2. Two Customers
3. Three Legal Entities
• John Single
• Jane Single
• John/Jane Joint
4. Three Accounts
Veritas Singularis™
Best Customers = Highly Complex Matching
John Smith
Individual #1234
Jane Smith
Individual #1235
Single--DDA
Single--DDA
Single--MMA
Single--MMA
Single--RSP
Single--RSP
Single--Gold CC
Single--Mutfund
Single--MutFund
Single--SDB
Joint--Mortgage
Joint--Mortgage
Joint--LOC
Joint--LOC
Joint--DDA
Joint--DDA
Joint--Credit Cd
Joint--Credit Cd
Contributor-RSP
RSP--(Spousal)
I.T.F.--RESP
John Smith Jr.
Individual #1236
Jack Smith
Individual #2345
Single--DDA
RESP (I.T.F.)
P.A.--DDA
DDA (P.A.)
P.A.--Savings
Savings (P.A.)
Veritas Singularis™
Business Imperatives
• Profitability
• Segmentation
• Direct Response
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Cross-Selling
Upselling
Retention
Activation
Bundling
• Service Quality
• Internet Banking
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Propensity Models
Pricing
Fraud Detection
Compliance
Telemarketing
Event Triggers
GIS Applications
RFM Analysis
Product Penetration
Veritas Singularis™
Duplicate Customers?
Customer ID: 222
John Smith
10 Wolfe Crescent
Bolton ON L7E 5P5
Customer ID: 333
John Smith
10 Wolf Crescent
Bolton ON L7E 5P5
Chequing:
Savings:
Mortgage:
LOC:
Credit Card:
$1,700
$2,000
$55,000
$10,000
$1,200
Term RSP:
$150,000
Mutual Funds:$175,000
Assets:
Liabilities:
$3,700
$66,200
Assets:
$325,000
Veritas Singularis™
Consolidate Duplicate Customers
Customer ID: 333
John Smith
10 Wolf Crescent
Bolton ON L7E 5P5
RSP:
$150,000
Mutual Funds: $175,000
Chequing:
$1,700
Savings:
$2,000
Mortgage:
$55,000
LOC:
$10,000
Credit Card: $1,200
Assets:
Liabilities:
$328,700
$66,200
Veritas Singularis™
Marketing Implications
Customer ID: 333
John Smith
10 Wolf Crescent
Bolton ON L7E 5P5
• How is profit score now affected?
• What is risk profile now?
• What now represents best cross-sell
opportunity?
• What is now the next best product to
upsell?
• How should service strategy be tuned?
• How does segmentation assignment
differ?
RSP:
$150,000
Mutual Funds:
$175,000
Chequing:
$1,700
Savings:
$25,000
Mortgage:
$55,000
LOC:
$10,000
Credit Card:
$1,200
Assets:
$328,700
Liabilities:
$66,200
Veritas Singularis™
Joint Account Treatment
John Smith
10 Wolf Cres.
Jane Smith
10 Wolf Cres.
Chequing
$1,000
Chequing
$1,000
Savings (j)
$1,000
Savings (j)
$1,000
Veritas Singularis™
Decision Point: Joint Account Processing
Ownership and balance assignment for marketing metrics:
1. Double Count Dollar Values for both Owners?
2. Assign Dollar Value to First Name on the Account?
3. Split Value 50/50 between Owners of Account?
IS RECONCILIATION IMPORTANT?
Veritas Singularis™
Decision Point: Joint Account Processing
Ownership and balance assignment for marketing metrics:
1. Double Count Assets and Liabilities?
John: $2,000
Jane: $2,000
2. Assign Value to First Name on the Account?
John: $2,000
Jane: $1,000
3. Split Value 50/50 between Owners of Account?
John: $1,500
Jane: $1,500
Veritas Singularis™
The Players…
“…the data access issue, the query tool issue, the data
integrity issue…
...given the universality of these issues, it is strange that
entire industries are being organized around the first
two issues but the third issue seems to be something
that we don’t want to talk about.”
Ralph Kimball, DBMS September 1996
Veritas Singularis™
Data Cleansing and Linking Software
Veritas Singularis™
Core Software Capabilities
• Data Conversion
• Data Profiling
• Name and Address Parsing
• Address Verification and Correction
• Data Enrichment
• Matching—Household; Individual;
Business
Veritas Singularis™
Trillium Software System
• Trillium Software: Division of HarteHanks Inc.
• Market Co-Leader
• Launched 1994
• Strongest Canadian Presence
• Strengths—Parsing; Matching
Veritas Singularis™
Firstlogic: IQ Insight &
Information Quality Suite
• Market Co-Leader
• Founded in 1984 (Postal Soft;
idCentric)
• Privately Held
• Limited Canadian Presence
• Strengths—Data Profiling; Name
Parsing; SERP II verification &
correction
Veritas Singularis™
Ascential Software: QualityStage
• Acquired Vality’s Integrity Software
2002
• Public Company
• Diminishing Canadian Presence
• Strengths—Data Investigation;
Ascential DataStage bundle
Veritas Singularis™
Enterprise-Wide CDM Strategy
Data Cleansing &
Linking Software Callable
INV
DEP
MTG
Cards
MFD
CIF
TD
Data Cleansing &
Linking Software
SDB
LNS
LOC
Trust
Batch
Entity Keys
OCV; MCV; BCV
HHLD
EDW
Profitability
Consumer
SME
Scores/Promotion History
Feedback Loop to CIF
Cards
Compliance
Veritas Singularis™
Steps to a successful
implementation of a
customer centric
database
Steps to Success
• Business Requirements
• Best of Breed Software
• Data Discovery & Investigation
• Functional Specifications using a
proven methodology
• Iterative Development
• Quality Assurance
• Ownership of Business Rules
Veritas Singularis™
Business Requirements
• Face-to-face working sessions
• Gather specific requirements without getting into
solutions
• Business Users may not know or be able to
articulate exactly what they want, but they will
“know it when (they) see it..”
– Provide guidance
– Do research beforehand
– Use Cases and Diagrams
• Comprehensive documentation… for the benefit
of the clients supplemented with Use Cases
• High level overview of solution
• Confirmation and sign-off
• To be continued….
Veritas Singularis™
Best-of-Breed Software
• Do your research
• Knowing the questions to ask
– Experience - get an expert
– A compilation of issues and points gleaned from vendors
and integrators who operate in this space
• Proof-of-concept using your own data
• Canadian experience
• Market leaders with the best software and a deep
heritage in this space also offer a proven
methodology and “out-of-the-box” rules to fast
track your implementation
• Don’t just ask “will it..” ask “how..”
• References – make sure they are recent
• “Poor man can’t afford to buy cheap”
Veritas Singularis™
Data Investigation
• Its worth it!
• Discover the true contents and quality of
your data before you start on a full
development cycle
• Give your developers a hands-on
experience with software
• Refine the business requirements and
provide meaningful project timelines
• Full file processing!
• You’re now ready to do the Functional
Specifications…
Veritas Singularis™
Functional Specifications
• More than a necessary evil
• It is a vital communication vehicle between the
Business Analyst and the Developers and Project
Managers
• Helps the Business Users validate that their
requirements have been correctly translated
• Supplement with Diagrams, Tables and robust Use
Cases
• It is the documentation that will survive and be
referenced by future users
• Must be subject to a rigorous review process that
includes analysts, developers, business users and
project managers
• Can be adapted to an Iterative Development approach
Veritas Singularis™
Iterative Development Approach
• What is it?
• Why is it required if you have
comprehensive Functional
Specifications?
• Why is effective?
• When is it not appropriate?
• Do you believe?
Veritas Singularis™
Quality Assurance
• Involve your QA team from the beginning
• Involve expert users and analysts from the
Business in the testing
• Be involved with your QA team
• Experience counts – and subject matter
experience counts even more
• Full file processing!
• Predefined Control and Balancing with significant
input from the Business Analyst
• End to end User Testing
• If possible, do multiple cycle runs with real data
in parallel
Veritas Singularis™
CDMS Top 5 Keys
Technical Success
Factors in building a
Customer Centric
Information Database
1. Parsing Technology
• The Parsing technology is the single most
important factor in creating cleansed
standardized customer data for
successfully Address verification and
correction and superior Matching
• What to look for:
– Robust out of the box rules
– Significant Canadian content
– Flexibility to add and modify rules specific to
your data
Veritas Singularis™
2. Addressing Technology
• The Name and Address is the cornerstone of a
building a linked consolidated database
• The Address is entered in a myriad of ways and
prone to error
• The Address Validation and Correction Technology
(in conjunction with the Parsing Technology) will
provide significantly superior matching results
• What to look for:
– Canada Post Certification
– Built by Vendor not a third part add-on
– Tight integration for a total solution
Veritas Singularis™
3. Multiple Match Passes
• Using a single match (typically Name and
Address) is insufficient to build a robust linked
profile of your customers and household
• Leverage all information available to the
organization:
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Customer/Department/Subsidiary Id’s
Telephone Numbers
Identification Numbers
Payment Methods
Ownership Identifiers
Linked Accounts
• What to look for:
– Provision for independent multiple matchers
– Ready facility to reconcile and consolidate the results of
each matcher
Veritas Singularis™
4. Control of Match Scores
• Must be able to explain precisely why records are
matched
• Must be able to control and tune the rules at the
token level
• Work with a baseline (from vendor) and enhance
the rules to meet the needs of your firm
• Must have ability to create potential or suspect
matches as part of the development cycle
• What to look for:
– Ability for users to score data elements and build rules
– Interface that is easy to add, delete and modify rules
– Method to review and evaluate the results of each rule
Veritas Singularis™
5. Key Management
• The least understood and most underestimated
module
– Select convenience over true requirement
• Driven by customized organization needs that
cannot often be met by a canned approach
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Flat File or Database
Multiple inter-dependant hierarchy
Track changes over time
Survivorship rules
Business owners will have difficulty articulating their
requirements
• Requires professional guidance
Veritas Singularis™
Contact Information
•
•
Jeff Mehlenbacher
– Telephone:
– Cellular:
– Email Address:
905-880-1212
416-662-7092
[email protected]
Dan Bulsara
– Telephone:
– Cellular:
– Email Address:
905-948-0755
416-738-1357
[email protected]
Veritas Singularis™