1©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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3©2016 Talend Inc

MDM Best Practices for Customer Centric Organizations

Takeaways from survey and lessons learned at Ellie Mae

4©2016 Talend Inc

Fudong Yin

Sr Director, Business Systems

Jean-Michel Franco

Product Marketing Director

@jmichelfranco

52006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016(Revenue Growth)

DataIntegration

Master DataManagement

DataQuality

Big Data

ApplicationIntegration

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

6

A Modern Big Data and Cloud Integration Platform

Data FabricAPPLICATION INTEGRATION

CLOUD INTEGRATION

DATAINTEGRATION

DATAPREPARATION

BIG DATA INTEGRATION

MASTER DATA MANAGEMENT

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Ellie Mae overview

Funded in 1996970 Employees42% four year CAGR, despite industry headwinds

Automation software for mortgage industryProcesses over 30% residential loans in US119,000 active users

IT LandscapeSalesforce.com for Sales, Support and PSAWorkday for HCM and FinanceEloqua/Google Analytics for MarketingCRS, home-built order-to-cash system

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Survey Highlight

Respondents in North America102From 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

9©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?

11©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

13

IT related objectives

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

15

How many touchpoints ?

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Takeaways from

17©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 ?

19©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 applicationsthat 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

24©2016 Talend Inc

MDM Best Practices for Customer Centric Organizations

Takeaways from survey and lessons learned at Ellie Mae