Beyond Big Data Using Social MDM to Drive Deep Customer Insight

Drive Powerful Business Value by Extending MDM to Social, Mobile, Local, and Transactional Data

Enterprises have long relied on Master Data Management (MDM) to improve customer-related processes. But MDM was designed primarily for structured data. Today, crucial information is increasingly captured in unstructured, transactional, and social formats: from tweets and Facebook posts to call center transcripts. Even with tools like Hadoop, extracting usable insight is difficult—often, because it’s so difficult to integrate new and legacy data sources.

In Beyond Big Data, five of IBM’s leading data management experts introduce powerful new ways to integrate social, mobile, location, and traditional data. Drawing on pioneering experience with IBM’s enterprise customers, they show how Social MDM can help you deepen relationships, improve prospect targeting, and fully engage customers through mobile channels.

Business leaders and practitioners will discover powerful new ways to combine social and master data to improve performance and uncover new opportunities. Architects and other technical leaders will find a complete reference architecture, in-depth coverage of relevant technologies and use cases, and domain-specific best practices for their own projects.

Coverage Includes

• How Social MDM extends fundamental MDM concepts and techniques
• Architecting Social MDM: components, functions, layers, and interactions
• Identifying high value relationships: person to product and person to organization
• Mapping Social MDM architecture to specific products and technologies
• Using Social MDM to create more compelling customer experiences
• Accelerating your transition to highly-targeted, contextual marketing
• Incorporating mobile data to improve employee productivity
• Avoiding privacy and ethical pitfalls throughout your ecosystem
• Previewing Semantic MDM and other emerging trends

Martin Oberhofer works as Executive Architect in the area of Enterprise Information Architecture with large clients world-wide. He helps customers to define their Enterprise Information Strategy and Architecture solving information-intense business problems. His areas of expertise include master data management based on an SOA, data warehousing, Big Data solutions, information integration, and database technologies. Martin delivers Enterprise Information Architecture and Solution workshops to large customers and major system integrators and provides expert advice in a lab advocate role for Information Management to large IBM clients. He started his career at IBM in the IBM Silicon Valley Labs in the United States at the beginning of 2002 as a software engineer and is currently based in the IBM Research and Development Lab in Germany. Martin co-authored the books Enterprise Master Data Management: An SOA Approach to Managing Core Information (IBM Press, 2008) and The Art of Enterprise Information Architecture: A Systems-Based Approach for Unlocking Business Insight (IBM Press, 2010) as well as numerous research articles and developerWorks articles. As inventor, he contributed to more than 70 patent applications for IBM and received the IBM Master Inventor title. Martin is certified by The Open Group as a Distinguished Architect and holds a master’s degree in mathematics from the University of Constance/ Germany.

Eberhard Hechler is an Executive Architect who works out of the IBM Boeblingen R&D Lab in Germany. He is currently on a three-year assignment to IBM Singapore, working as the Lead Architect in the Communications Sector of IBM’s Software Group. Prior to moving to Asia, he was a member of IBM’s Information Management “Integration and Solutions Engineering” development organization. After a two-and-a-half year international assignment to the IBM Kingston Development Lab in New York, he has worked in software development, performance optimization and benchmarking, IT/solution architecture and design, and technical consultancy. In 1992, he began to work with DB2 for MVS, focusing on testing and performance measurements. Since 1999, he has concentrated on Information Management and DB2 on distributed platforms. His main expertise includes the areas of relational database management systems, data warehouse and BI solutions, IT architectures and industry solutions, information integration, and Master Data Management (MDM). He has worked worldwide with communication service providers and IBM clients from other industries. Eberhard Hechler is a member of the IBM Academy of Technology, the IBM InfoSphere Architecture Board, and the IBM Asset Architecture Board. He coauthored the books Enterprise Master Data Management (IBM Press, 2008) and The Art of Enterprise Information Architecture: A Systems-Based Approach for Unlocking Business Insight (IBM Press, 2010). He holds a master’s degree (Diplom-Mathematiker) in Pure Mathematics and a bachelor’s degree (Diplom-Ingenieur (FH)) in Electrical Engineering (Telecommunications).

Ivan Milman is a Senior Technical Staff Member at IBM working as a security and governance architect for IBM’s Master Data Management (MDM) and InfoSphere product groups. Ivan co-authored the leading book on MDM: Enterprise Master Data Management: SOA Approach to Managing Core Information (IBM Press, 2008). Over the course of his career, Ivan has worked on a variety of distributed systems and security technology, including OS/2® Networking, DCE, IBM Global Sign-On, and Tivoli® Access Manager. Ivan has also represented IBM to standards bodies, including The Open Group and IETF. Prior to his current position, Ivan was the lead architect for the IBM Tivoli Access Manager family of security products. Ivan is a member of the IBM Academy of Technology and the IBM Data Governance Council. Ivan is a Certified Information Systems Security Professional and a Master Inventor at IBM, and has been granted 14 U.S. patents. Ivan’s current focus is the integration of InfoSphere technology, including reference data management, data quality and security tools, and information governance processes.

Scott Schumacher, Ph.D., is an IBM Distinguished Engineer, the InfoSphere MDM Chief Scientist, and a technology expert specializing in statistical matching algorithms for healthcare, enterprise, and public sector solutions. For more than 20 years, Dr. Schumacher has been heavily involved in research, development, testing, and implementation of complex data analysis solutions, including work commissioned by the Department of Defense. As chief scientist, Scott is responsible for the InfoSphere MDM product architecture. He is also responsible for the research and development of the InfoSphere Initiate matching algorithms, and holds multiple patents in the entity resolution area. Scott has a Bachelor of Science degree in Mathematics from the University of California, Davis, and received his Master of Arts and Doctorate degrees in Mathematics from the University of California, Los Angeles (UCLA). He is currently a member of the Institute for Mathematical Statistics, the American Statistical Association, and IEEE.

Dan Wolfson is an IBM Distinguished Engineer and the chief architect/CTO for the Info- Sphere segment of the IBM Information Management Division of the IBM Software Group. He is responsible for architecture and technical leadership across the rapidly growing areas of Information Integration and Quality for Big Data including Information Quality Tools, Information Integration, Master Data Management, and Metadata Management. Dan is also CTO for Cloud and Mobile within Information Management, working closely with peers throughout IBM. Dan has more than 30 years of experience in research and commercial distributed computing, covering a broad range of topics including transaction and object-oriented systems, software fault tolerance, messaging, information integration, business integration, metadata management, and database systems. He has written numerous papers, blogs, and is the coauthor of Enterprise Master Data Management: An SOA Approach to Managing Core Business Information (IBM Press, 2008). Dan is a member of the IBM Academy of Technology Leadership Team and an IBM Master Inventor. In 2010, Dan was also recognized by the Association of Computing Machinery (ACM) as an ACM Distinguished Engineer.

1. Introduction to Social MDM

2. Business Value of Social MDM

3. Solution Architecture for Social MDM

4. MDM-driven Social Media Analytics

5. Social MDM and Marketing

6. Social MDM and Customer Care

7. Mobile MDM

Appendix A. Data Privacy in the Social World

Appendix B. Brave New World for New Types of Data

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