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The Secret to
Effective Data StewardshipTreating marketing data as a key corporate asset
Custom Presentation | October 2002
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The Impact of Information
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The Information Age?
! We have an abundance of data, but:
How much of our data builds information value?How do we use this information for Knowledge
Creation?
! Often were unable to turn data to information
to knowledge due to the lack of data quality
within our organization
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Impact of quality data
! Provides maximum functionality to the system
! Breeds sound decision-making! Achieved through detailed attention to:
IntegrityAccuracy
Currency
InterpretabilityOverall value to the organization
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A Successful
Data Management StrategyTurning data into actionable information
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Responsibility of data quality
! Business Areas Primary
! IT/IS/IM Secondary! Enterprise Tertiary
Data quality is created by putting sound
business data management practices in place:A Data Stewardship Program helps data
become a key corporate asset.
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Concept of Data Stewardship
! Accountable and committed to the well-being
of the corporation by operating in service tothe total corporation
! Function, not a job title
Types of Data Stewards
Data Steward (from IT or IS)
Business Data Steward (from the defined businessarea)
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Data Steward Responsibilities
! Oversees the capture, entry, processing,
summarization, distribution, and usage of dataor information, application, or databasedevelopment and their management
Data Quality (conformance to standards andspecifications)
Monitor Data Quality (based on business rules)
Provide Quality control and auditingCoordinate Data recovery (disaster recovery)
Work with business areas in support of databasedevelopment and information acquisition andmaintenance
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Business Data Steward Responsibilities
! Oversees the definition and coordination of
the data resources in their subject ofexpertise, for others within the enterpriseData Definitions
Data Quality Standards (Accuracy,Completeness, Consistency, Timeliness)
Prioritize data issues for the business
Support understanding of data/information userelated to subject area
Regulatory and Legal Restrictions regarding use
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Business Data Steward Responsibilities
Resolve/Facilitate horizontal data integration
issues across subject areas
Control access to business data and information
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Data Stewardship Key Issues
! Security
! Quality! Sharing (external)
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Data Security
! Providing or terminating access to specific data
Internal requests to accessNew employees, transfers or terminations
External requests for access
Monitoring data access
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Data Quality
! Planning
Develop clear, concise data definitionsEstablish mechanism for tracking and monitoring
Establish appropriate data quality measures
! Quality Monitoring/ControlEstablish baseline measurements
Develop and hard-wire tracking and monitoringprocedures
Evaluate and report measurements
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Data Quality
! Quality Evaluation/Improvement
Continuous evaluation of data definitionsEvaluate and improve data measurements
Identify new measurements
Create, Refine, Update, and Delete data based on
customer needs
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Data Sharing
! External relationships
Reduce expenses (COGS)Increase revenues
Reduce administrative expenses
Enables added value to the customer
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Supporting Areas
! Information Management
! Corporate Data Security! Internal Audit
!Legal Affairs
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Process Overview
DataData
IssueIssue
Identified Data Issue
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Process Overview
DataData
IssueIssue
Identified Data Issue Report Data Issue
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Process Overview
DataData
IssueIssue
Identified Data Issue Report Data Issue Any Data Steward can
Initiate Action
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Process Overview
DataData
IssueIssue
Identified Data Issue Report Data Issue
Business Data Steward
has Final Approval
Any Data Steward can
Initiate Action
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Process Overview
DataData
IssueIssue
Identified Data Issue Report Data Issue
Business Data Steward
has Final Approval
Data Issue Resolved
Any Data Steward can
Initiate Action
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Data Stewardshipin Action
Customer Data Quality
Example
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Know your data
! Where is it?
Data in the wrong fieldsFloating data
Atypical words
Inconsistent structures and formats
! Is it accurate?
! Can you pull it together?
! Can you identify duplicates?
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Know your data
! Is it accurate?
VariationsMisspellings
Old information
Transpositions
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Know your data
! Can you pull it together?
Inconsistent abbreviationsUnusual titles
Misspellings
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Know your data
! Can you identify duplicates?
Business rule development What business rules do you have in place to identify
dupes?
Is it working properly?You should shoot for a 90% accuracy rate, or 10% kick-out for
manual review
If you input data has changed significantly, have youupdated your business rules?
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Data Hygiene
! Scrubbing
Options Database solutions
Combines algorithms with reference tables
Non-database solutionsRelies solely on algorithms
Address Cleansing
USPSNCOA
LACS
DSF
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Matching and Consolidation
! Logic options
Key-code matchingSoundex
Similarity matching
Weighted matchingSpecial purpose algorithms
Special-case logic
General-case logicSpecial-case multi-field logic
General-case multi-field logic
Combining approaches
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Keys take-aways
! The future of business requires successfuldata/information management
! Corporations must provide data quality,security and sharing needed to enable
strategic goals! Corporate data and information are
intellectual assets key to managing Corporateknowledge
! Must have a support network
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Thank you!Dave Harkins
Co-CEO
Taylor- Harkins Group
www.taylorharkins.com