October 8, 2015

Embarking on a successful MDM journey

Ian West, VP & Head of EIM, Cognizant

2015 Cognizant
2015 Cognizant

Cognizant
From a captive arm to a market leading Global Services Provider

Founded in 1994
(CTSH, Nasdaq)

Headquarters
Teaneck, NJ

Revenue $10.26 bn in 2014

$12.33 bn guidance for 2015
(at least 20.1% growth)

2015 Cognizant

218,000+ Associates

20,000+ Projects in
over 40 countries

North America: 78.6%

United Kingdom: 9.6%
Continental Europe: 6.6%

100 + global delivery centers

*Numbers updated till Q2 2015

Forces that are driving todays business

Digital Economy
Changing
customer behavior
transforming businessesincreased competition,
globalisation and increased
need for customer centricity

changing business landscape at

macro and enterprise level
drive need for robust fraud detection
& prevention, risk management

Complex business environment

massive increase in government regulations,
compliance call for transparency
3

2015 Cognizant

Success lies in effective use of Data Assets

Today many enterprises are

Data

Insights
Rich

Starved

Information
Poor

2015 Cognizant

Perception is everything
The absence of an holistic view leads to incomplete and misleading insights
Its a Fan!

Its a Wall!

Its a Spear!

Its a Rope!

Its a Snake!
Source: Nature.com

2015 Cognizant

Its a Tree!

Opportunities exist at every touch point to derive tangible value from data
4. Repeat

2. Compute
Analyse aggregated
data to derive actionable
insights

Transaction
over !

Interaction
Channels

Loyalty

Regulation

In session
behavior

Establish business
processes to ensure
customer delight at
every touch point,
each time

Shopping

LISTEN
for improved
understanding
of the customer

Reviews

1. Collect
Integrate customer data
from multiple channels
to develop a 360
customer view

2015 Cognizant

With the right

audience through
the right channel

Consumption

Value
Chain

Online
conversations

Source: Partner websites

ENGAGE
Preference

Advocacy

Offer
evaluation
Devices
on the go

Needs vs
wants

Demographics
Decision

Customer
life cycle

3. Consume
Ensure seamless
omni channel
customer
experience

Master Data Management powers the Digital agenda

Data Digitisation
Analytics,
to generate
actionable insights

Data Monetisation

Mergers & Acquisitions

Ensuring regulatory
compliance,
audit and security

360 view of correlated

data assets

Information and
Big Data Governance

Omni-channel
Integration

Mobile Enablement
of Information

Revenue
Maximisation

2015 Cognizant

Governance,
Risk and
Compliance

Data Quality @ Source

Managing Unstructured Data

(RFID, Smart Meters, M2M)

IT
Agility

Cost
Optimisation

Improve
Customer
Experience

MDM provides halos of information across the business value chain

Customer halo

Customer segmentation & acquisition analytics

Offer optimisation
Usage campaigns & spend modeling
Cross-sell/upsell analytics
Lifetime value management
Retention analytics

Compliance
Market Risk
Governance
Fraud & abuse
Online reputation management

Organisation halo

2015 Cognizant

Process halo

Customer
behaviour

Process and transaction analytics

Call center analytics
HR analytics
IT management analytics
Supply chain & procurement analytics

POS analytics
Mobile analytics
Fraud detection & analytics
Misinformation reporting & management
Influence analytics

Product halo

Master Data Management unifies information silos to provide customer 360

Social Conversations
(Reviews, Blogs etc.)

Images/Videos
Jane
Age:...
Address:
Phone number:
Anniversary:
Loyalty card holder
since :

Credit score
Professional
Affiliations

Memberships

Call center
conversations

Point of Sale Data

2015 Cognizant

Creation of new
lines of business
/Data Monetisation
Improved
operational
efficiency
Enhanced
customer
experience
Seamless user
experience across
Devices,
Applications and
Platforms

Key financial services MDM solutions for business success

Risk Management, Regulatory

Compliance and real-time Fraud
Analytics
Increased adoption of BCBS 239 aimed
at effective risk data aggregation and
risk reporting
New initiatives to address current issues
of Enterprise Data Management
Investment in Data Management, Data
Aggregation, BI Capability, Data
Governance and DQ, Real-time fraud
analytics

10

2015 Cognizant

Digital Transformation
opportunities (Cost optimisation,
Operation efficiencies)
Single View of
Customer/Product/Portfolio and
Optimised Customer Journey
Increased adoption of Big Data analytics
for effective decision making
Leveraging innovative technologies to
move from CapEx to OpEx. Cost Center
to Profit Center
Executive reporting and real-time
operational analytics, real-time visibility
of performance, pervasive reporting

Reference Data Management and

Data Governance offerings to CDO
Build information strategy and
Governance, manage Data related risk
Participate in organisational design of
office of the chief data officer
Information Architecture Blueprint &
Data Modeling
Data Definition and Metadata
Management
Data-related Risk Management and
implement Data Quality & Governance

MDM roadmap for financial services

DATA INTEGRATION

DATA MANAGEMENT

ANALYTICS

DATA
VISUALISATION

An MDM solution integrated with Cognizants BigDecisions Platform

Processing
Systems

Data from 3rd Party

Data Providers

Unstructured data
Sources

11

2015 Cognizant

Sophisticated
BI & Analytics

Leverage
Universal Data

Select proven
Technologies

Agility for
Business
Change

Easy to Build
and Manage

Spend time on
BI & Analytics,
where it
matters most
(not on building
infrastructure)

Manage allstructures of
data with
Universal Data
Management

Faster
business value
realisation with
proven set of
technology
options

Deliver
Subject Areas
in weeks, not
in months or
years

Install,
Configure &
Customise,
dont
develop

Integration of
existing MDM
solutions
Client Central &
Securities
Central with
tools for Data
Visualisation

The right approach when embarking on MDM journey

Create Data Services

Abstraction
Wrapping MDM with a
as-a-Service layer to
enable seamless
consumption of
information in a true
commoditised format

12

2015 Cognizant

Establish Open
System Exchanges
Establish service
interfaces using Open
Standards for a
coherent exchange
of information
across departments
and organisations

Focus on Data
Governance &
Quality
Credibility of
information provided is
most important for
sustaining growth,
requiring focus on data
quality and discipline
through governance

Build Enterprise Data

Lakes
Ability to harmonise
data from every
possible source to
store and perform
analysis at a single
place.

Develop Data
Sciences culture
Data Sciences culture to
realise real value of Data.
Need insights to be
distributed that correlate
data from different data
sources and deliver
business value

Cognizant Data to Value Framework

Key imperatives to establish a successful data driven organisation

13

Information
Strategy

Information Architecture
& Data Modeling

Data Governance
& Stewardship

Data
Quality

2015 Cognizant

Data Definition,
Metadata Management

Data
Security

Master Data
Management

Organisation
Design

Single View of Customer @ a leading US insurer

Business challenge
Achieve superior customer delight through
targeted marketing campaigns

Solution dimension
Cognizants Insurance 360 to create a data
model
Customer Data Migration to load data from
multiple sources into single Hub
Implemented Informatica Data Quality,
Address Doctor, Master Data Management
tool for client
Integration with Acxiom to enrich data with
Analytics to drive sales

14

2015 Cognizant

Business benefits
Targeted retirement income strategies to
clients owing to 360 Customer view
Achieved operational efficiency through
significant reduction of cost

Snapshot of other businesses on their MDM journey.

Leading European energy

and home services provider
Master Management platform
Mobile enabled Smart Energy
Reports
Usage pattern based product &
services recommendations

Reduced energy use by 5%

Improved customer satisfaction

15

2015 Cognizant

One of the largest

telecom companies

One of the largest

consumer goods firms

Customer activity hub to measure

behaviour & derive inferred
preferences

Single view of Product Information across

countries on 4 continents
Enriched Product data for e-commerce:
right product information, rich content,
media & images
Improving operation efficiencies through
automated new product information ,
supplier collaboration etc.

Trigger based campaigns

Enriched view of calling circle

Highly personalised targeting

Improved brand image

Cross/up-sell offers aligned to

customer preferences

Reduced cost of product data

maintenance and operation

Key takeaways : Delivering value is the Light at the End of the Tunnel

Changing consumer behaviour in the digital age is reshaping businesses at macro and enterprise level

Enterprises recognise the importance of data as an asset and are leveraging data to drive
transformation through Data Management

Disruption caused by digital business will demand new approaches to monetise data

16

2015 Cognizant

Ian West
ian.west@cognizant.com
17

2015 Cognizant

Typical Customer MDM Implementation Roadmap

MDM acts as custodian of data: Provides a
SAS Model

shared service data pool used by all downstream

systems & apps with dynamic view of data

4
All the channels to access single
customer view in real time: Improved

Transactional

channel efficiencies

MDM linked to downstream systems

through common interface: De-risking from

Consolidated

Co-existence

the legacy systems

MDM acts as data repository

of customer master data

1
Start small & grow realize quick ROI keeping Enterprise vision in mind

18

2015 Cognizant