Applying Cloud MDM to Drive Integration, Execution and AnalyticsOctober 5, 2015

Rob SakerChief Data Officer

2Blood Mountain Shelter, Georgia Appalachian Trail

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5 day precipitation map, Southeast United States

Speaking of clouds…

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Smarter Way. Faster Growth.SM

People Presence Performance

• Record speed to shelf• World-class sell-in rates• Industry-recognized in-store

and out-of-store programs

• 40,000+ employees• Highly trained & experienced• World-class talent

• 1,100+ customer buying points• 550,000+ US retail outlets

served• 29,000,000+ in-store hours/yr• 7,000,000+ out-of-store

hours/yrGROWING BRANDS FOR OVER 110 YEARS HEADQUARTERED IN PLANO, TX WITH OFFICES THROUGHOUT THE U.S., CANADA, MEXICO, AUSTRALIA, AND NEW ZEALAND

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At the Intersection of CPG and Retail Data

CROSSMARK must be able to natively communicate with Manufacturers, Retailers and Consumers the way they see the world.

CROSSMARK works with CPG and Retailer firms to help brands grow faster and more profitably. Consumer

s

Retailers Manufacturers

• Digital, social, experiential, affinity, panel, consumer incentives

• Hundreds of thousands of direct engagements

• Millions of loyalty/affinity card members

Helping manufacturers activate their products with retailers and consumers.

• Planning, forecasts, sales to retailer, promotion, digital

Helping retailers manage their store activities.

• Instore activation and execution data

• POS, assortment, planograms, beacons, loyalty, digital.

• Billions of direct observation data points at retail per year

Manufacturers

Consumers

Retailers

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How do you define a place?

Blood Mountain as part of Georgia Appalachian Trail, via Google Maps

USGS Benchmark Coin

Appalachian Trail Section Map from “2015 Northbound The AT Guide”

Blood Mountain, GA via Google Maps

34.74002,-83.93743

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How our Customers Define a Place

There are inconsistencies in definitions within the same industry, and even the same company on the definition of a place.

Consumer Packaged GoodsPlace may be a reflection of supply chain focus (ERP), including Ship to’s, Sold to’s, distribution centers, and wholesalers.

For Marketing and Sales, “Place” may be an industry definition of a location from Nielsen TDLinx or VIP.

RetailersPlace may be individual stores, regions, divisions or market areas.

Retailers may also look at place from a source of supply, including their own distribution centers.

When is a Place not just a Place?

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The Superbowl isn’t just a 4

hour event on television

Or what happens in the

stadium

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It’s a weekend of activities shared by

millions.

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When a Place is More Than a PlaceThe right Place definition enables us to monitor & measure the interaction with brands at key events before, during and after the event.

And integrate with our internal knowledge & execution data to identify unique opportunities.

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How CROSSMARK Defines a PlaceA Place is not just where we sell. It is anywhere we engage in the activation of brands. We must be able to monitor, target, plan and activate against one definition of a Place.

Location Area

A Location is a specific place registered for an activity.

An area is a set of geocoordinates that defines a space, path or area. The benefit of an area is it allows us to identify all Locations and Sublocations within or near the area, without having to name each Location.

The purpose of the Area is to enable better targeting and planning.

Retail outletsResidences/domicilesBusiness locationsStadiumsAmusement parksParksMass transit locationsGovernment offices

Standard circumference around a location (KML)Effective boundary of a large Location (e.g. amusement park, stadium)Street festivalsA path such as a trail or parade routePredefined Areas could include countries, states, MSAs/DMAs, counties, census blocs

Wha

t it i

sEx

ampl

es

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Where CROSSMARK began the MDM journey

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The SituationCROSSMARK had seen it’s technology ecosystem grow organically over 15 years, consisting of primarily internally built, internally hosted solutions.

Our new CIO started the digital transformation of the organization with a push to a cloud-first approach centralized around Salesforce and the Force.com platform.

In addition to transforming the application architecture, CROSSMARK still had traditional MDM challenges:

• “Master data management” was a new formal practice• Extensive point-to-point integrations• Multiple versions of the truth; inefficient “mastering” processes

Point-to-Point Integrations of Master Data

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SalesTrak Employees

D2

SalesTrak Rep-Supervisor

RelationshipD4

Service Now Employees

D18

Concur UsersD4

Active Directory Internal

AccountsD6

Office 365 Accounts

D7

Kenexa Employees

D20

Kenexa Applicants

D22

Import Lawson Employees into

SalesTrakP1

Import Lawson Employees into

KenexaP6

Import Hiring Managers into

KenexaP5

Kenexa Hiring Managers

D21

Import Lawson Employees into

KMSP7

KMS Employee

MasterD24

KMS New HiresD23

Import Hired Applicants into

KMSP31

Service Now Division

ManagersD19

Update Employee-Supervisor

Relationship for Retail Reps

P3

SalesTrak Field Management

InterfaceI12

Retail Supervisors Change Rep Territory

AssignmentP2

Kenexa Applicant Tracking Interface

I6

Export New Hires Who Have completed their

OnboardingP32

New Hire FileD24

Import New Hire File into Lawson

P33

Fill open positions with new hires or

existing employees

P32

Lawson Employee

Change LogD12

Export Employee

Changes to Change Log

TableP36Personnel Action

FormI13

Submit a PAF for Employee

Changes to HRP35

MindLeadersI9

PutnamI10

Benefit FocusI11

Mercury Fulfillment

I14

TALXI8

Add Employee ID Into Kenexa

P34

Division Manager Table

D11

Extract List of Division

Managers to Service Now

Employee ID-AD Cross-Reference

TableD26

Extract Employee ID & Active Directory Account

Active Directory Changes

P40

Employee Database View

Lawson to Concur

Employee ExportP4

Address Change Batch file

Direct Deposit & Emergency

Contact Updates

AMS Employees

D10

CROSSView Planner Interface

I10

List of emps who need Food Safety certifications to

MindLeadersP10

List of Employees to Putnam

P11

List of Employees to Benefits Focus

P12

List of Employees to Mercury Fulfillment

P16

Employee data and ACA data to TALX

P19

Mercury Fulfillment

I14

CignaI1

List of Employees to Mercury Fulfillment

P16

(Future) Employee data to Cigna

P29

ComDataI2

Chase Pay CardsI3

Employee data to ComData

P21

Send list of employees who will be paid on a payment

cardP23

List of all Employees to

AMSP13

List of Employees to Service Now

P17

Manually Update Division Manager

List

Send list of employees who will be paid on a payment

cardP23

Timesheet Employee Data

D8

Send list of employees who will be paid on a payment

cardP23

Timesheet Manager data

D9

Send list of employees who will be paid on a payment

cardP23

Timesheet Manager data

D9

Employee data to Workers' Comp Insurance provider

P27

Workers Comp Insurance Provider

I5

Employee Self Serve

I15

KMS User Interface

I7

New Hire Fills out KMS

Paperwork

BlueVueI16

Employee data to BlueVue

P25

Gigwalk Entity Integration

D17

New Employee Mailbox Creation

P36

Employee Data to Gigwalk

P28

Gigwalk Customers

I17

Hyperion EmployeeD15

Employee data to Hyperion

P26

Employee Client Permissions

D5

Manually Manage List of

Employee Client Permissions

P37

CAP User Create Application

I19

Create CAP (Au & NZ) users in Active

DirectoryP41

Create CAP (Australia & NZ) employees in

SalesTrakP42

Lawson Employees

D1

The previous “master data” approach was a series of point-to-point-to-point integrations.• Hosted entirely internally with limited ability to

integrate with external solutions.• Often conflicting data from multiple sources creates

multiple sources of truth.• Multiple silo’s of management for the same domains • Added cost and complexity to development and

support• Increased operational costs due to incorrect master

data.

Complex Authoring Process(es)

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Receive list with no TDLinx IDs

Size?

Preferred Retailer?

Compare with Store Assignment Spreadsheet Is complete?

Compare with STNG

Match Locations

Location #ConcatenationBannersGroup match

No conformingNo enrichment

Opportunity to check active status

Is inactive & needs to be

active?New Store? Ticket to create TDLinx IDs

Ticket to change status

YesNo

NoYes

Yes

No

Yes

Small

IT Operations Receives Ticket

No

TDLinx Match?

Location DB

TDLinx Request

Surrogate ID

Yes

Receive updated TDLinx ID

Nielsen receives and processes request

Large

Match Locations

Location #ConcatenationBannersGroup match

No conformingNo enrichment

Opportunity to check active status

Functional Teams IT Operations Nielsen

High Upfront Costs of Traditional MDM Solutions

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Software purchase

On-premise server purchase

Traditional MDM solutions require a large upfront

CapEx investment

Realized value

+

+

Ongoing support

Ongoing support

Ongoing support

Year 0 Year 1 Year 2

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Our Approach

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MDM PrioritiesCROSSMARK’s key priorities for Master Data Management: Place.

01 Drive increased business agility. Define a Place once in a way that enables us to plan, manage and engage with CPG firms, Retailers and Consumers.

03

Elastic Scalability. The solution must allow CROSSMARK to efficiently scale as the company grows.02

04 Cloud-first architecture. The MDM solution must support integration with Salesforce, Force.com and other cloud providers, as well as internal platforms.

Enhanced Authoring. The solution must reduce the operating time needed to author master data while maintaining data quality.

05 Accelerate Timelines. The MDM solution needed to help drive Digital Transformation, despite starting 14 months after the inception.

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Project Approach

• Leveraged cloud based platform to accelerate the realization of value.• Custom Force.com application for the creation of Place records.• Dell Boomi MDM for the mastering and management of Places.• Dell Boomi for integration between Force.com, Boomi MDM and other systems.• Loquat for address cleansing and enrichment.• Google Location API for additional enrichment.• Place data sourced from multiple locations.• Initially Agile approach, later switched to Kanban.

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Development & Implementation Timeline

Total time from initial kickoff to production was 4 months.

CleansingUsing the Boomi MDM process and other

tools, cleansed 800,000 place records.

DesignModeled existing & future needs for Place

data.

DevelopDeveloped authoring UX and Boomi integrations, including advanced matching algorithms.

TrainingDevelopers attended both Dell Boomi MDM and Force.com training.

Finish

START

Data cleansing & preparation

Scoping

Integration

Design

Develop

Migration

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Cloud MDM Powers Our Modern Architecture

Enterprise Workforce Management

Managing a workforce of 35,000 in the US, Canada, Mexico, New

Zealand and Australia

Enterprise Reporting & AnalyticsCROSSMARK leverages cloud based reporting to power tens of thousands of both internal employees and our customers.

Retailer SolutionCROSSMARK has built several proprietary industry solutions on the Force.com platform, including our widely recognized Retailer Management Solution.

Internal ERPCROSSMARK still hosts billing,

payroll and finance applications onsite.

Support SystemsCROSSMARK leverages many

cloud based support platforms to run it’s business.

MDM Authoring PlatformUsing the Force.com platform and Dell Boomi MDM, CROSSMARK built a location authoring platform.

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Multisource Model of Place Data

PlaceOne record for a placeCROSSMARK Source

Syndicated Source

Retailer Source

Client Source

CROSSMARK receives Place data from vendors and customers that are often duplicative but not linked.

The Dell Boomi MDM platform provides us the ability to develop custom models that span our clients, vendors and our definition of a domain.

When a Place from a different source is identified, the system establishes a cross-reference to that source identifier.

This enables CROSSMARK to master a Place once, while being able to communicate natively to our customers with their identifiers.

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Force.com Mastering Application

Individual EntryEnables data entrants to enter or modify individual domain

records.

Bulk UploadProvides data entrants the

ability to directly upload up to 10,000 places via a file.

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Dell Boomi MDM Stewarding Interface

Quarantine SummaryDell Boomi MDM provides a consolidated view for data stewards

to manage records in the quarantine.

Quarantine DetailDell Boomi MDM provides prebuilt views for data stewards to

view and depose quarantined records.

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Leveraging API’s & Algorithms Radically Speed Mastering

Receive list with no TDLinx IDs

Match Locations Process

Location #ConcatenationBannersGroup match

No conformingNo enrichment

Opportunity to check active status

Ticket to create TDLinx IDs and/or change statusYes IT Operations Receives

Ticket TDLinx Match?

Location DB

TDLinx Request

Surrogate ID

Yes

Receive updated TDLinx ID

Nielsen receives and processes request

Check against Location DB

Functional Teams IT Operations Nielsen

New Authoring Process

We decreased our location mastering time from a maximum of 4 weeks (50,000 places) of all manual effort, to no more than a week.• We have one process for the creation and mastering of

Places.• The process uses Loquat service to enrich and standardize

relevant location records across 170 countries.• We integrate with additional API’s to further enrich records.• We developed advanced algorithms and fuzzy matching on

Boomi MDM to manage previously manual tasks.• We have decreased the amount of manual touching of

records.• Most records are processed automatically within seconds.

Cloud-based MDM Efficiently Scales to Size of the Business

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Software license

Boomi MDM enables CROSSMARK to quickly

scale out cloud based AtomSphere nodes to meet

increased demand as our business continues to grow

Realized value

Year 0 Year 1 Year 2

Software license

Software license

MDM: Place Maturity

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Level 1 Initial

Level 2Developing

Level 3Defined

Level 4Managed

Level 5Optimizing

Vision None Bottom-up initiatives only Top-down, but limited in vision

Unifying vision for cross-enterprise MDM

Key enabler of business success

Strategy None No enterprise strategy Focus on domains or use cases

Consistent and integrated approach

Ongoing investment and improvement

Governance No one has responsibility IT-led; lacking business involvement Domain-level governance Cross-enterprise

multidomain governanceWell-established cross-enterprise governance

Organization No data stewards Developing the culture of data stewardship

Potentially strong team, but limited in scope

Centralization or federation of data

steward groupsWell-established cross-enterprise stewardship

Processes Silo-based – applications or functions

Starting to think in terms of the data life cycle

Focus on data life cycle at domain level

Best practice shared across the enterprise

Continue to optimize the life cycle

Technology Few or no data quality tools

Data quality tools, but no MDM solutions

One or more disconnected MDM

solutionsIntegrated and consistent

set of capabilitiesIntegrated and consistent

set of capabilities

Metrics No metrics scheme for master data

Starting to develop DQ metrics

Successful use of metrics at the domain level

Using metrics to measure success cross-domain

Basis of management and investment

Current state

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Place Master Data at UseUsing Place Master Data to Drive Operational Activities

2

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3

5Reporting & AnalysisProviding CROSSMARK, CPG’s and Retailers

direct access to view activities at retail.

FinanceGL, Financial Planning & Analysis tools for managing the profitability of our business.

Billing & PayrollInternal system that collects work data and mileage, bills clients, and compensates employees.

Workforce ManagementTool that optimizes the work and collects

details for 35,000 field workers.

Retailer SolutionCROSSMARK system used by retailers

used to manage work within their stores.

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Our MDM Path Forward

StartQ4 2015

Go Live CROSSMARK has 800,000 places in production with most systems cutover to the new source.

Q3 2015

CROSSMARK has been live on Dell Boomi MDM since August 2015.

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Services DomainCROSSMARK will be deploying Services

domain using similar mastering architecture.

Q1 2016

Q2 2016

Products DomainImplementing consumer products domain

with ordering and consumer product attributes.

Analytic MDM PilotIntegrating Dell Boomi MDM with Big Data efforts to unlock additional value, including generation of dynamic polygon places and

hyperlocal targeting.

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To be Continued…..

Additional DomainsWe have identified 9 domains in total for mastering, including Employees, Clients, Customers, Products,

Services, Places and more.

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Key Learnings

Far faster development than we expectedWe had working prototypes of the end-to-end process in place within 1 month. Algorithm development was the most complex, with 2 months of iterations.

PerformanceMost of our performance issues have been specific to the Salesforce platform. We’re still learning how to optimize the entire environment.

API Integration is very powerfulThe ability to integrate to external API providers is extremely powerful. We think it will enable the next waves of analytically derived master data.

A flexible platform with a few opportunities for growthWe are not constrained by standard definitions of domains. Where there are limitations we were able to overcome by building them within the Force.com authoring application.

Dell Has ListenedWe’re working with Dell on continued development in data stewardship and profiling capabilities. They have quickly embraced our suggestions and integrated them in their roadmap

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THANK YOURob SakerChief Data Officer, CROSSMARK @robsaker