Oracle MDM Value Chain MDM and Customer Relationship Management

By David Butler on Sep 08, 2011

Customer Relationship Management (CRM) was the fertile ground that spawned Master Data
Management. It was the need to integrate customer data across channels and applications that drove the
Customer Data Integration (CDI) technology. CDI was the first example of MDM and clearly demonstrated
its value for applications designed to support Marketing, Sales, and Service departments. Customer
loyalty, targeted marketing and the 360 degree customer view needed for successful customer service
define the MDM CRM value chain.
Youll find a wide variety of MDM-CRM Value Chain sessions at OpenWorld this year. To set the context
for MDMs role, dont miss our MDM General Session - Oracle MDM Vision, Strategy and Roadmap at 2
pm on Monday, October 3rd in Moscone West 3014. Here are the MDM CRM value chain sessions you
shouldnt miss:
On Sunday, October 2nd at 9:00 am, in Moscone West, join Rhapsody Technologies, Inc. for
Session 28381 Customer Data Management SIG (Special Interest Group)
The Customer Data Management SIG focuses on Oracle's MDM applications: Oracle Supplier Hub;
Oracle Supplier Lifecycle Management; Oracle Product Hub; Oracle Site Hub; Oracle Hyperion Data
Relationship Management; Oracle data quality products; data governance; and, most importantly, best
MDM practices. The SIG's focus also includes the flagship Oracle Trading Community Architecture.
Further, the SIG includes discussions of prebuilt integrations known as PIPS that use the Oracle
Application Integration Architecture framework and integrate master data between various application
suites. This session includes an introduction, discussion of new features and functionality in the MDM hub
and Oracle Fusion Applications' MDM hub, and their future direction.
On Monday October 3rd at 11 am, in Moscone West room 3016, join Oracle and Church Pension Group to
get a good look at the Fusion Customer Hub with
Session 18212 - Turn Customer Data into an Enterprise Asset with the Oracle Fusion Customer
Hub
In this session, you will learn why managing customer information as an enterprise asset is a critical part
of creating a customer-centric enterprise. See how leading companies have deployed Fusion Customer
Hub to provide a solid foundation for managing customer information within the enterprise, and as the first
step in migration onto next generation application platform. Discover how Fusion Customer Hub can help
your enterprise to recapture knowledge from distributed customer information, achieve
compliance/governance, reduce risks and maintaining super customer data quality, and how the
capabilities are deeply embedded into all fusion application modules as single source of truth for
customer information for transactions and analytics.
Also on Monday at 12:30 pm, in Moscone West - Room 3007, join Oracle and AARP for
Session 17726 Customer MDM is your key to strategic business success
Creating an authoritative and trustworthy view of customer data is key to strategic business success.
Learn how the world's leading organizations deliver 360-degree view of customer data relationships
leveraging Oracle Customer MDM. This session covers all aspects of Customer MDM including adopting
Data Quality, Governance and bridging silos using Integration strategies.

At 3:30, still on Monday, in the Intercontinental Grand Ballroom, in to hear Infosys Technologies Limited
discuss
Session 8255 - Making the Shift to Cloud Computing: A Practical Guide
Cloud computing is a new, evolving technology that represents a paradigm shift in how
an enterprise can manage its infrastructure; platform; software; and its most valuable
asset, information. An enterprise's infrastructure typically comprises multiple applications,
so what is the impact of introducing a cloud into the mix? What are the issues:
management, security, visibility, governance, legal, support, performance . . . ? Based on
a digital marketing platform use case (Oracle WebCenter, Oracle Identity Management,
Oracle Customer Hub, Oracle E-Business Suite, Oracle's Siebel applications, third-party
software, and more), this presentation highlights best practices and lessons learned on
this journey. At the end of the day, it is all about the business, not the technology.
And for our final MDM-CRM session for Monday, in the Westin Franciscan II, join Brocade for
Session 4180 - Customer Intelligence with Oracle Master Data Management Solutions
Customer Intelligence is a key business success factor for Brocade that is looking for flexibility and
scalability with evolving business needs. This requirement led to a Customer Data Hub and a Business
Intelligence initiative. This presentation highlights the success story of a rapid CDH deployment and also
emphasizes the need for a Business Intelligence component to get the maximum ROI. It is a compelling
story of taking two architectural initiatives from concept to production in a year with no experienced
resources in Oracle MDM and OBIEE. The presentation highlights the rapid development methodology
that was used and some unique best practices including early involvement from the business and
common pitfalls to avoid.
On Tuesday October 4th at 5:00 pm in Moscone West Room 2009, join Kaygen for
Session 9970 - Customer R12 Oracle MDM - Better Customer information Now!
Customer Master Data flows through your operational systems (ERP/CRM) and down to your analytics
(BI). How reliable is your customer registry? This presentation will highlight how Kaygen MDM Solution
Team helped Guidance Software (GSI) get on the road to a clean Customer Registry along with better
MDM practices and integration with Salesforce.com. We will discuss how R12 Customer Data Hub (CDH)
and Trading Community Architecture (TCA) were used as the foundation for data quality, integration and
governance at GSI.
On Wednesday October 5th at 11:45 am in Moscone West Room 3007, join Oracle and Royal Caribbean
Cruise Lines for
Session 17729 - Learn how clean data has a significant business impact with Oracle Data Quality
Poor customer data quality can hinder the success of any MDM or CRM project. Oracle Data Quality
enables customers to implement data quality on their customer data. The Customer Data Quality Servers
combine powerful data analysis, cleansing, matching, address validation as well as reporting and
monitoring capabilities with unparalleled ease of use. In this session, you will listen to what Oracle Data
Quality is all about along with the case study on how the Customer Royal Caribbean Cruise Ltd
implemented Oracle Data Quality as the lynchpin of their Oracle MDM Solution.
On Thursday October 6th at 3:00 pm in Moscone West Room 32010, dont miss our grand final MDMCRM value chain session
Session 18280 - Maximize the return on CRM investment with Oracle Customer Hub and Data
Quality
Every CRM instance needs accurate and complete customer information to realize the benefits of the
implementation. From service calls to outbound cross-sell and up-sell campaigns to ecommerce order
management, well-governed, quality information about the Customer is absolutely essential for a

successful outcome. In this session you will learn how Oracle Data Quality, Siebel Universal Customer
Master, and Oracle Customer Hub can quickly make a difference for you. We shall address the need for
improving the data quality, consistency and integrity of information required to make fact-based decisions
from your CRM Instance.
For all our MDM sessions, consult the Focus on Master Data Management document. And dont forget to
register today for OpenWorld. Ill see you there.