Leading the Challenge in Data Quality

Multi Industry Data Anomaly Solution (MIDAS)

Bodhtree Consulting Limited

8-2-351/N/1 Road No 2,
Banjara Hills, Hyderabad 500034
AP India
Tel: +91-40-66547000
Fax: +91-40-66547029

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Copyright © 2009. Bodhtree Consulting Limited. All Rights Reserved.

Table of Contents
1 The Business need for quality data

2 Data Quality Management

3 Multi Industry Data Anomaly Solution (MIDAS)

3.1 MIDAS – Technology

3.2 MIDAS Offerings

3.3 MIDAS Expertise

3.4 Healthcare

3.5 Pharmaceutical

3.6 Social Networking Analysis

3.7 Publishing

3.8 Midas - Healthcare Implementations

3.9 Midas Pharmaceutical Implementation

3.10 MIDAS – CRM Integration

3.11 MIDAS - Advanced Analytical Engine

3.11.1 MIDAS - Marketing Campaigns

3.11.2 MIDAS - Sales

3.11.3 MIDAS - Service

3.11.4 MIDAS - Web Analytics

3.11.5 MIDAS - Health Care Cost per Adjusted Patient Day

3.11.6 MIDAS - Health Care Operating Margin

3.11.7 MIDAS - MIDAS - Profit and Loss Account

4 Bodhtree’s Value Proposition

5 Select Partners & Customers

6 References

7 Contact

© 2009 Bodhtree™
Telephone: 91.40.6654.7000
Fax: 91.40.6654.7029
midas@bodhtree.com
www.bodhtree.com
1.The Business Need For Quality Data
Early in 2007, during the Gartner Predictions for 2007:Customer Relationship Management conference held on 23 Jan
2007, Gartner predicted that “ Poor customer service will undercut all IT efforts.” It was recognised that re-architecting
the major application suite providers’ platforms would delay the adoption of next generation of customer service
contact centre products until the first half of 2008. The recommendation, in the interim, was to focus on other
high-value tasks, such as data cleansing, data integration and adding analytics for realtime offers and lead capture.

Ted Friedman, vice president of data management and integration at Gartner, and author of the Gartner report “Magic
Quadrant for Data Quality Tools, 2007,” says that “Companies have discovered that data quality has a significant impact
on their most strategic business initiatives.” Poor data quality severely inhibits many strategic business initiatives such
as customer relationship management (CRM), business intelligence (BI) or any effort requiring significant integration of
data. Here are some current statistics on data quality.

– According to The Data Warehousing Institute, U.S. businesses suffer losses, problems or costs of more than $600 billion
per year due to poor quality data, and typical business between 10% & 25% of revenues. Source

– Aug 2008 newsletter of ECCMA

– By 2012, “dirty data” will cause 50% of insurers to have compromised decision-making assumptions, despite the
deployment of enhanced BI and analytic tools. Source - Gartner Inc. research report of Feb 2008

– A European Gartner BI survey of more than 600 BI users found that more than 35 per cent identified data quality as a
top-three BI problem facing their organization in the next 12-18 months, making it the second biggest challenge
overall. Source - Gartner report of 22 January 2008 titled “Organizations Must Establish Data Stewardship Roles to
Improve Data Quality”

– Although 92% of companies surveyed believe having an integrated view of customer data is either “critical”
or “very important,” only 2% have actually managed to achieve this. Source - Forrester Research report

– Research by Marketing Direct magazine indicates that direct marketers waste £195m in postage costs by sending
incorrectly addressed international mail

– A survey by QAS found that 28 percent of the direct marketers admitted that their company rarely cleans its data or in
some cases, not at all

– £ 88 M per year is spent mailing the deceased(!), £100m per year mailing people who have moved house

– Up to 67% of UK B2B mailings contain errors

– 37% of companies still do not have a data quality strategy in place

– 88% of all data integration projects fail because of poor quality data– Source http://www.dqglobal.com/,
http://www.dataflux.com

Who owns the data?

Data quality is a business problem, not an IT problem. Technology is not going to solve the problem. The business side
needs to be involved in being accountable for the data quality and in maintaining the data. Business users know what
the data should look like; IT knows where it is and how to access it. Without cooperation and support of both the
business staff and IT, the data tends not to meet the needs of the company.

Another mistake is to believe that data quality is a “once done complete” approach. Data quality has to be monitored for
consistency and value. Different stakeholders have different data needs. The importance of data also varies over time
– what is useful today may not be relevant down the line.

© 2009 Bodhtree™
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2. Data Quality Management
Data quality management initiatives focus on the process of ensuring that an organization’s data assets are of sufficient
quality to meet its needs. It is well known that what you can measure, you manage. Data quality is no different, so first
you must define what good data is, then measure, analyse, improve and control it so that you know where you are on
the data asset improvement journey at any time.

Data has no value unless it can be used to make sound corporate decisions. Making decisions based upon bad data
leads to bad decisions being made with a high degree of certainty! Invalid information, so-called “dirty data,” increas-
ingly populates databases and operational history files. Reliance on unrecognized, often erroneous, data points to make
business decisions compromises the integrity of those decisions. Data quality often defines the success or failure of CRM
implementations. Gartner recommends that companies engage in data-cleansing projects in conjunction with business
intelligence adoption (refer Gartner: Insurers Must Invest in Tech to Meet Coming Trends by Pat Speer February 6, 2008).

Recognising the importance of data quality and the need to evolve standards for codification in the entire supply chain
system, the International Organisation for Standardisation, ISO, has come out with two standards – ISO 22745 that that
covers the tools for encoding data and ISO 8000 for information quality in terms of encoding, completeness, origination
and accuracy. Through a memorandum of agreement signed with Electronic Commerce Code Management
Association (ECCMA) in October 2004, the NATO Allied Committee 135 (AC/135) has promoted the NATO Codification
System as an international standard. The ECCMA Open Technical Dictionary (eOTD) is an industrial version of the Military
NATO Codification System (NCS). Along with the associated XML interchange formats, a vendor can build master data
that meets ISO 8000 data quality standards. These codes can be used in the entire data life cycle management, from
design to disposal, and allows for seamless date exchange between producers, distributors, customers and service
personnel, as shown in the diagram below. According to Friedman, the more powerful strategic approach to data
quality requires a more complex perspective: profiling, standardization, matching, and enrichment. And while customer
data has always been and continues to be the primary focus, the Gartner report notes that organizations are
increasingly looking to deploy data quality tools in other subject areas--in particular, product data and financial data.

Source – Defence Logistics Information Service, Battle Creek, MI

Data standards problems can occur in many areas, ranging from invalid mailing addresses to improperly formatted data,
such as a manufacturer part number that omits either a crucial prefix or suffix. As shown in the diagram below, data
anomalies can arise from various reasons.

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 Incorrect

Missing Inaccurate

Data Anomalies

Inconsistent Incomplete

Duplicate

The above anomalies can be grouped into three main areas of interest with respect to the quality of the data:

Completeness – does the organization have data assets that are incomplete or missing? Eg do all customers
have addresses?

Accuracy – Is the organizations’ data assets sufficiently accurate to meet internal (business
processes, decision making) and /or external (regulatory, third parties) requirements?

Integrity – Are the organization’s data assets consistent across the enterprise? – for ex, does the list of suppliers

in a company’s ERP system match those in the finance application? Do the relationships between different data assets
make sense? Are duplicates removed from the system?

Methodology

The general methodology in moving to a data quality standard across the enterprise involves the following stages:

1. Data Profiling - process of examining the data available in an existing data source (e.g. a database or a file) and
collecting statistics and information about that data and includes column profiling, dependency profiling and
redundancy profiling. “In data quality profiling, you identify what your defects are, and how your data compares against
your business rules,” says Frank Dravis, vice president of information quality at FirstLogic.

2. Metadata Analysis – understand the data, extract and organize them from any source within the organization

3. Outlier Detection – detect data values requiring further investigation

4. Data Validation – define data types and constraints on data

continue >>

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5. Pattern Analysis – analyse for correct data formats
6. Relationship Discovery – discover relationships eg primary - foreign key constraints
7. Statistical Analysis – perform statistical analysis, min-max values
8. Business Rule Validation – perform domain checking, range checking, look up validations etc
9. Data Quality / Enrichment – cleanse, standardize and categorize
10. Data Integration – integrate data from disparate sources within an enterprise. This may involve data
transformations from various sources into the target application
11. Data Monitoring – review data periodically to take corrective action

Master Data Management or Make-Do-Mend?

The final goal is to move to a Master Data Management System across an enterprise. Building an MDM is a
multidisciplinary project. An MDM strategy would benefit large organisations with diverse business functions,
e.g.,finance, sales, R&D, etc. which often extend over several countries, or companies formed by acquisition or merger.
These diverse systems usually need to share important or strategic data related to business intelligence, products,
customers and suppliers. MDM integrates the information from existing data sources, consolidates them into a master
data file, feeds the information back to the sources and thus allows consistent and accurate data tobe used across the
enterprise. This can include both Customer Master Data Management and Product Master Data Management.

Customer data integration (CDI), or the process of consolidating and managing customer information from all
available sources, if properly carried out, ensures that all relevant departments in the organisation have access tothe
most current and complete view of customer information.

The challenge is to create a common system for all users to access the information according to need, as well as
maintain accurate master data. This means that everyone needs to own the problem of data quality, seeing it as a
corporate asset.

3. Multi Industry Data Anomaly Solution (MIDAS)

Bodhtree Consulting Limited is ISO 9001:2008 certified and is headquartered in Hyderabad, India with presence
in USA, Thailand and Malaysia. Bodhtree was founded in 1999 by entrepreneurs from Silicon Valley and is managed by a
professional management and reputed board of directors.

Bodhtree has been providing Data management Services, Spend Management Services and Business Intelligence
Solutions to Fortune 250 and Forbes clients in Healthcare, Publishing, Media, Pharma, Life Sciences, Financial,
Entertainment, Retail and Distribution, with a customer base of over 300 customers.

3.1 MIDAS – Technology

MIDAS is open standard based J2EE application which adheres to best industry practices in form of vertical
specific pre-canned data Hygiene steps, data connectors and reports. More over MIDAS is SOA & JSR 168 compliant
architecture and comes with Role based access control (RBAC) mechanism. It has inbuilt data connectors for industry
leading OLTP / ERP / DSS systems:

– SAP – Quickbooks Transmission of data is handled through secure FTP channel

– Oracle EBS – EDI Connectors with data security compliance to BS-7799 equivalent standards.
– Salesforce – JMS & XML MIDAS is provided with 24/7 support from global delivery
– SugarCRM – CSV and Excel Files centers (GDC).
– Siebel onDemand

© 2009 Bodhtree™
Telephone: 91.40.6654.7000
Fax: 91.40.6654.7029
midas@bodhtree.com
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3.2 MIDAS Offerings
MIDAS addresses data hygiene issues across different verticals, using proprietary tools and processes which are flexible,
scalable and robust.
MIDAS offers convenient options:

– SAAS, where in customer data has been transmitted to

· Informatica
Bodhtree servers using secure FTP layer. Bodhtree performs
data hygiene operations and report back results and enriched · BO Data Integrator
data through web based portal. · Oracle Warehouse Builder
– On Premise, where in Bodhtree installs MIDAS at customer · XFusion (SAP Certified Product)
premises using data hygiene jump start templates. Jump start
· Pentaho Data Integrator (Open Source Product)
templates are set of tools and processes that Bodhtree has
built over years of experience in handling critical customer · JBoss Metamatrix
needs. These templates enable faster deployment of solution · Pervasive
at customer end.
– Turn-key Solutions, where Bodhtree proven processes would
be applied at customer location using customer specific tools.
MIDAS process is tool agnostic and can be applied on
customer data using any existing toolset that customer owns.
Bodhtree team has expertise with following data management
tools.

3.3 MIDAS Expertise

MIDAS has proven implementations in following industries.
– Healthcare – CRM A few samples of Bodhtree offerings in the
– Financial Services – EDI Transactions / Claims Processing data management across various verticals are
given below.
– Pharmaceutical – SCM
– Retail & Online Services – Product Data Management
– Media and Entertainment

3.4 Healthcare
Bodhtree provides data cleansing services, contract digitization services, price parity analysis and maintenance of
portals for various hospitals and distributors in the healthcare supply chain market. The Item master and vendor
master are enriched, standardized and categorized and reports of cleansed items are published on the data
cleansing portal.

Vendor ID Vendor Item Item Description Item Master Price

DRSG SURG COMBINE STRL 18.45 18.45
59320 DS-1510
SURGIPAD(tm) 8INX7.5IN

59320 DS1510 Dressing Surgical Combine 25.60

Same Same Differential Pricing

A-M SYSTEMS INC A-M SYSTEMS INC.

AM SYSTEMS

ABBOTT DIAGNOSTICS DIVISION ABBOTT DIAGNOSTIC DIVISION

ABBOTT DIAGNOSTICS

ABBOTT

© 2009 Bodhtree™
Telephone: 91.40.6654.7000
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In addition, customized Purchasing Trend Reports are produced, some of which are mentioned below.
Top Vendor Spend Report Top Spend by Category Report
Identify product and unit purchases by vendor for a single Identify product and unit purchases by United Nations
hospital and across the health system. Standard Products & Services Codes (UNSPSC) categories
for a single hospital and across the health system.
Top Manufacturer & Manufacturer Divisional Spend Report
Identify product and unit purchases by manufacturer for a Top Spend by Department (Location) Report
single hospital and across the health system. Identify product and unit purchases by department for a
single hospital and across the health system. This requires
Top Item Spend Report department codes and cross-reference information be
Identify product and unit purchases by item for a single contained in the PO History file.for a single hospital and
hospital and across the health system. across the health system.

3.5 Pharmaceutical
In the Pharmaceutical industry providing single view of the molecule across disparate systems is crucial. Typically
molecule would pass different stages such as
. Inception . Pending File Approval
. Sales . Under Development

As molecule passes these stages it would change its names as new compositions and brand names are added.
A standardization of molecule names is useful for tracking molecule journey in all stages.

3.6 Social Networking Analysis

It is possible to use social networking tools to map and characterize scientific communities. Research personnel and
scientists publish papers and articles; they also move from one institution to another. For example a person can be an
author on an article; or two people can be co-authors on an article. In either case, the same author must be identified
correctly on multiple articles. In short we must answer the question: “Is J.Smith on article one the same J.Smith
on article two?”
The ability to identify the “same” person that has had a name change (e.g. maiden name vs. married name) is neigh
impossible automatically, but as a person’s master record is built, the goal is to retain a list of all possible names for a
particular person, in order to successfully match future additional records for the same person.

Let us take an example of three publications from the author Peter Serfozo.
Selective migration of neutralized embryonic stem cells to stem cell factor and media conditioned
by glioma cell lines Peter Serfozo#1, Maggie S Schlarman#1, Chris Pierret1, Bernard L Maria2, and Mark D Kirk1
Cancer Cell Int. 2006; 6: 1. Published online 2006 January 25. doi: 10.1186/1475-2867-6-1.
1Division of Biological Sciences, 114 Lefevre Hall, University of Missouri, Columbia MO 65211
2Charles P. Darby Children’s Research Institute, Medical University of South Carolina, 135 Rutledge Ave.,
Charleston, SC 29425
#Contributed equally.

Identification of the True Product of the Urate Oxidase Reaction Kalju Kahn, Peter Serfozo, and Peter A. Tipton*
Am. Chem. Soc., 119 (23), 5435 -5442, 1997. 10.1021/ja970375t S0002-7863(97)00375-2
Copyright © 1997 American Chemical Society
Contribution from the Department of Biochemistry, University of Missouri-Columbia, Columbia, Missouri 65211
Received February 4, 1997

Identification and Purification of Hydroxyisourate Hydrolase, a Novel Ureide-metabolizing Enzyme*

Annamraju D. Sarma, Peter Serfozo, Kalju Kahn, and Peter A. Tipton
J Biol Chem, Vol. 274, Issue 48, 33863-33865, November 26, 1999
From the Department of Biochemistry, University of Missouri, Columbia, Missouri 65211

In the 1st article, Peter Serfozo is the author with one set of authors from Charles P. Darby Children’s Research Institute.
In the 2nd and 3rd articles, Peter is the 2nd author with different researchers. The need is to merge all these different
data and create a Master Record for Peter Serfozo.
© 2009 Bodhtree™
Telephone: 91.40.6654.7000
Fax: 91.40.6654.7029
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3.7 Publishing
In the publishing industry and book stores, information on a book may be stored is slightly varying formats.
A standardization of author names and book titiles is useful for tracking sales and inventory.

Vendor 1 Author Names Vendor 2 Author Names Reason for Non Match
Burton (translator), Sir Richard The first name and last name is
Sir Richard Burton (translator)
Francis reversed and also Francis is

missing in Vendor 2 Author

name

Fu His, Emperor Emperor Fu His First name and last name

reversed

Hubbard, L. Ron L. Ron Hubbard First name and last name

reversed

Marquis De Sade, Donatien Marquis De Sade Donatien is missing in Vendor

2 Author name

Robeson, Kenneth Kenneth Robeson First name and last name

reversed

Saint Augustine of Hippo Augustine, Saint, Bishop of Bishor is missing in Vendor 1

Hippo Author name

Suzuki, Daisetz, Teitaro Suzuki, Daisetz Teitaro Comma is missing after

Daisetz in Vendor 2 Author name

Tsunetomo, Yamamoto Yamamoto Tsunetomo First name and last name reversed

3.8 MIDAS - Healthcare Implementations

. Partnership with Owens & Minor (Fortune 250 Healthcare Supply Chain Solutions company
with > $7 Billion annual revenue)

. Implementations at some of the largest healthcare providers in US:

» University of Kentucky » Lennox Hill

» University of Rochester » New York University
» Catholic Health East » Yale New Haven
» Staten Island University Hospital » Allina Hospitals and Clinics
» Lafayette General Medical Center » Stellaris Hospitals
» Parrish Medical Center » NSLIJ Hospitals
» University of California, LA » Premier Health Partners
» Memorial Hermann Health Systems » University of Louisville
» IOWA Health System » John Hopkins
» University of Texas - South West » Bon Secours
» West Chester Medical Center » Sparrow Medical Center
© 2009 Bodhtree™
Telephone: 91.40.6654.7000
Fax: 91.40.6654.7029
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3.9 MIDAS Pharmaceutical Implementation
Executive Dashboard (BIS): Open standards based comprehensive dashboard solution for ‘C’ group. Integrated with BI
infrastructure and intranet portal. 3 Phases completed. Oct’ 02 to Dec’ 04. Phase – 4 started and expected to end by
Mar’ 09.
Product Portfolio Management: Centralized view of molecule, from inception, under development, pending approval to
sales. Integrating different OLTP systems. Completed in Mar’06. Phase – II started and expected to end by Mar’ 09

Financial Data Mart: Financial Data Mart Solution for Formulations SBU, with sales, budgets, manufacturing
information. Jul’04 to Dec ’05.
Integrated Demand & Supply Planning System: Implemented Integrated Decision Support System for capture and
analysis of all data required by Demand and Supply Planning Processes. Serves as a platform for calculation and
reporting of Demand and Supply Planning Metrics. Partnered with Accenture, where Accenture defined the SCM
processes and Bodhtree provided BI technology. 2 Phases completed. Jan’ 05 to Feb’ 06.

3.10 MIDAS – CRM Integration

- MIDAS integrates with industry leading CRM vendors, Salesforce and Siebel on Demand.
- Data in the CRM applications is accessed using MIDAS secure web services API.
- Using MIDAS users of CRM applications can detect duplicates among contacts, leads and prospects.

Siebel CRM On Demand

3.11 MIDAS - Advanced Analytical Engine

- Nearly 70% of the business metrics that executives in various industries track are “common”.
- Custom BI projects have < 30% success rate due to - Long Time-to-Value, Shelf-ware, Tepid Exec
Support, Lack Implementation Expertise;
- Bodhtree is leveraging prior implementation experiences to build “Pre-Built BI” solutions & offer them to
customers in SaaS / Jumpstart models, “MIDAS” in following areas:

>> Enterprise Analytics (Marketing, Sales, Service, Marketing Product) >> Finance Analytics
>> Healthcare Analytics (Operational, Spend, Clinical and Financial) >> Retail Analytics
>> Pharma Analytics >> Media Analytics
>> Service Analytics (Call Center Analytics)

- Ad Hoc Analysis: Business users can slice and dice around specified data cube and perform advanced
analysis of the data. Ad Hoc Analysis allows you to create various charts based on the business requirements and
analyze the data as per the need.
- Ad Hoc Query: Users can create detail reports by performing GUI based query tool.
- Dashboard: A dashboard is a visual display of the most important information needed to achieve one or more
objectives; consolidated and arranged on a single screen so the information can be monitored at a glance.
- Report Portfolio: Pre-canned domain specific reports which provides insights into details of data.
- Data Model: Pre-designed data models for analytical purpose.
-Data Mappings: Pre-built data mappings for extract, transformation and loading of data.
300+ pre built metrics and reports

© 2009 Bodhtree™
Telephone: 91.40.6654.7000
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3.11.1 MIDAS - Marketing Campaigns

3.11.2 MIDAS - Sales

© 2009 Bodhtree™
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3.11.3 MIDAS - Service

3.11.4 MIDAS - Web Analytics

© 2009 Bodhtree™
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3.11.5 MIDAS - Health Care Cost per Adjusted Patient Day

3.11.6 MIDAS - Health Care Operating Margin

© 2009 Bodhtree™
Telephone: 91.40.6654.7000
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3.11.7 MIDAS - Profit and Loss Account

4. Bodhtree’s Value Proposition

Bodhtree offers a truly scalable partnership, from software development services to strategic business relationship.
Outstanding software engineering expertise
- Increased efficiency through structured process and standards tools
- Real time visibility and accountability contributes value beyond cost efficiencies and ensures there are no surprises
- Highly optimized development environment
- Flexible processes, periodic status reporting, deep skills, stable teams

Leading client base and reputation as a long-term partner

- Successful relationships with highly reputed clients
- Open to explore new mutually beneficial business opportunities
- More than accommodative with true partnership spirit

5. Select Partners & Certifications

6. Select Customers

© 2009 Bodhtree™
Telephone: 91.40.6654.7000
Fax: 91.40.6654.7029
midas@bodhtree.com
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6. References

1. Fazal S Ahmed 2. Carl Natenstedt

Associate Director
Information Systems
Dr Reddys Laboratories Ltd
7-1-27, Ameerpet,
Hyderabad, AP, India.
500016
Mobile:- +91-99890-58868
Office:- +91-40-66511953 (Direct)
Email:- sfazal@drreddys.com
Operating Vice President
Commercial Technology & Innovation
Owens & Minor
621 East 6th Street
Austin, TX 78701
Mobile:-001-512-461-2301
carl.natenstedt@omsolutions.com

7. Contact

For Further details please email to midas@bodhtree.com

© 2009 Bodhtree™
Telephone: 91.40.6654.7000
Fax: 91.40.6654.7029
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www.bodhtree.com