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Beyond Big Data: Using Social MDM to Drive Deep Customer Insight
- By Martin Oberhofer, Eberhard Hechler, Ivan Milman, Scott Schumacher, Dan Wolfson
- Published Oct 17, 2014 by IBM Press. Part of the IBM Press series.
Book
- Sorry, this book is no longer in print.
About
Features
- Breakthrough techniques that go beyond segmentation to deliver truly personalized experiences for every customer
- Shows how to leverage the unprecedented wealth of customer information now available on Facebook, LinkedIn, Twitter, and other social media platforms
- Includes cutting-edge techniques for more effective social interactions with mobile customers
- By a team of IBM’s leading experts in Master Data Management, Big Data, and CRM/marketing analytics
Description
- Copyright 2015
- Dimensions: 7" x 9-1/8"
- Pages: 264
- Edition: 1st
- Book
- ISBN-10: 0-13-350980-X
- ISBN-13: 978-0-13-350980-9
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
Sample Content
Online Sample Chapter
Beyond Big Data: Understanding Social MDM Reference Architecture
Sample Pages
Download the sample pages (includes Chapter 4 and Index)
Table of Contents
Preface xviii
Chapter 1 Introduction to Social MDM 1
Definition of Social MDM 1
Customer Insight and Opportunities with Social Data 2
Product Insight and Opportunities with Product Reviews 3
Traditional Master Data Management 4
Master Data Defined 5
Master Data Management—Today 8
Business Value of Traditional MDM 10
Customer Service 11
Marketing and Targeted Product Offers 11
Compliance 11
Hidden IT Costs 11
Case Study: Financial Institution 11
Social MDM 13
Data Distillation 14
Profile Linking 16
Available Throughout the Enterprise 16
Governance 16
Business Value of Social MDM 16
Conclusion 17
References 17
Additional Reading 17
Chapter 2 Use Cases and Requirements for Social MDM 19
Business Value of Social MDM—Use Cases and Customer Value 19
Improved Customer Experience Use Cases 20
Improved Target Marketing Use Cases 26
Underlying Capabilities Required for Social MDM 30
Cultural Awareness Capabilities for Social MDM 30
Locale, Location, and Location Awareness in Social MDM 32
Advanced Relationships in Social MDM 34
Person-to-Person Relationships 35
Person-to-Product Relationships: Sentiment 37
Person@Organization: The Social MDM–Driven Evolution of the B2B Business Model 40
Conclusion 43
References 43
Chapter 3 Capability Framework for Social MDM 47
Introduction 47
Data Domains 49
Differences Between Metadata, Reference Data, and Master Data 53
Embedding of the Social MDM RA in Enterprise Architecture 57
Capability Framework 58
Insight 60
Information Virtualization 61
Information Preparation 64
Information Engines 65
Deployment 73
Information Governance 74
Server Administration 76
Conclusion 78
References 78
Chapter 4 Social MDM Reference Architecture 81
Introduction 81
Architecture Overview 81
MDM as Central Nervous System for Enterprise Data 82
MDM: Architecture Overview 83
Component Model 87
Component Relationship Diagram from an Enterprise SOA Perspective 88
Component Relationship Diagram for Social MDM from an Information Architecture Perspective 89
Component Interaction Diagram 91
Subject-Oriented Integration 94
Conclusion 95
References 95
Chapter 5 Product Capabilities for Social MDM 97
Social Master Data Management (MDM) 99
Master Data Governance and Data Stewardship 100
Probabilistic Matching Engine (PME) 102
Social MDM Matching 104
InfoSphere BigInsights Architecture 106
Connectivity, Integration, and Security 108
Infrastructure 112
Analytics and Discovery 115
InfoSphere MDM and BigInsights Integration 119
IBM Watson Explorer Integration with BigInsights and Streams 120
Trusted Information Integration 121
InfoSphere Information Server 122
InfoSphere DataStage Balanced Optimization for Hadoop 124
Real-Time Data Processing 125
Pervasive Analytics Capabilities 127
References 129
Chapter 6 Social MDM and Customer Care 133
Gauging Social Media Data 133
Customer Centricity 135
Moving Toward Social Customer Centricity 135
Social Customer Care Reference Model 136
Customer Lifetime View 140
Next Best Action (NBA) 142
NBA Technology Components 143
NBA Solution Architecture 143
Sentiment Analytics 147
Scope of Sentiment Analytics 147
Solution Capabilities 148
MDM and Sentiment Analytics Scenario 148
Social Influencer Determination 150
Solution Capabilities 151
Key Concepts and Methodology 152
Social Network Analytics 154
Types of Social Networks 154
Insight Derived from Social Networks 157
Trustworthiness of Social Media for Customer Care 158
References 161
Chapter 7 Social MDM and Marketing 165
Social Media Marketing and the Role of MDM 166
Social Media–Enabled Marketing Campaigns 169
Contextual Marketing: Location and Time 172
Social Media Marketing 173
Mobile Marketing 176
Viral Marketing 178
Interest Groups 184
Summary 187
References 188
Chapter 8 Mobile MDM 191
Evolution of Interaction with Consumers 191
Master Data and the Mobile Revolution 193
Combining Location and Sensor Data with Master Data 193
Empowering Knowledge Workers on the Go: Data Stewardship 195
IT Impact of Mobile MDM 195
Architecture Overview for Mobile MDM in the Banking Industry 196
IBM MobileFirst 197
Mobile Banking Applications 198
IT Impact of a Mobile Channel 200
Security 204
Conclusion 204
References 205
Chapter 9 Future Trends in MDM 207
Entity Resolution and Matching 208
Semantic MDM 209
Ethics of Information 214
Explore and Analyze 219
Decide and Act 220
An Ethical Framework 221
Conclusion 223
References 223
Index 225
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