LightWeight Stewardship in IBM MDM Express Chat With

Light-Weight Stewardship in IBM MDM Express Chat With the Labs April 2019 IBM Unified Governance & Integration | 2019 | © IBM Corporation

Agenda 1. Welcome & Why are we here? Today’s Speakers 2. Overview & Positioning Don Bowsher Scrum Master Info. Sphere Master Data Management 3. Live Demonstration Jason Mathew Offering Manager Info. Sphere Master Data Management 4. Q&A IBM UG&I | 2019 | © IBM Corporation 2

The Challenges with a Changing Data-Driven Landscape C IBM UG&I | 2019 | © IBM Corporation Saa. S Explosion Increasing Compliance Disconnected Data Rapid growth in the amount of data produced by Saa. S applications Expanding global regulatory compliance require firms to have better control over their data (i. e. GDPR) No clear view on data relationships as available across the enterprise 3

What is Master Data Management? BUSINESS FUNCTIONS IT APPLICATIONS Workday Name: Billie Jones Address: 36 West 15 th Street Address: NY, NY 32453 Salesforce Name: William Jones Address: 53 West 15 th St. Address: Toledo, OH 12345 Warehouse Name: B. Jones Address: 35 West 15 th St. Address: Toledo, OH 12345 Offline Data Name: Barbara Jones Address: 35 West 15 th St. Address: Toledo, OH 12345 IBM UG&I | 2019 | © IBM Corporation Customer Service Same Person? Multiple Accounts? Sales Supply Chain Marketing Related? Business Analytics 4

What is Master Data Management? A Discipline that provides a consistent understanding of master data entities, and their relationships A set of Technologies that provides mechanisms for consistent use of master data across the organization, prescribed by governance policies A set of governance Practices and Processes designed to accommodate, control and manage change in your master data assets IBM UG&I | 2019 | © IBM Corporation IT APPLICATIONS MASTER DATA MANAGEMENT Workday Name: Billie Jones Address: 36 West 15 th Street Address: NY, NY 32453 B. Jones 35 West 15 th Street Toledo, Ohio 12345 SAME PERSON ACCOUNTS HELD Salesforce Name: William Jones Address: 53 West 15 th St. Address: Toledo, OH 12345 Warehouse Name: B. Jones Address: 35 West 15 th St. Address: Toledo, OH 12345 Offline Data Name: Barbara Jones Address: 35 West 15 th St. Address: Toledo, OH 12345 BUSINESS FUNCTIONS Customer Service Sales Account #429 Policy #A 43 C Supply Chain William Jones 35 West 15 th Street Toledo, Ohio 12345 Marketing PRODUCTS OWNED Item #44596 Item #56433 Item #87213 Business Analytics 5

IBM’s MDM Portfolio Collect: Hybrid Data Management COLLECT • Collect all data: structured, unstructured • Single programming model: Write once and deploy anywhere • Common tools for provisioning, management & operations Organize: Unified Governance & Integration ORGANIZE • Find, profile, understand, and catalogue data • Create data pipelines between apps, processes, & people • Control and protect business critical data & analytics assets Analyze: Data Science & Business Analytics ANALYZE IBM UG&I | 2019 | © IBM Corporation • • Predictive, Descriptive, and Prescriptive analytics End to end data science platform including ML & text analytics Dashboards, visualizations, and business intelligence Financial planning and performance management 6

IBM’s MDM Portfolio Collaborative MDM Collaborative Edition Operational MDM Express Standard Edition Advanced Edition Big Match for Hadoop Reference Data Management Entity Analytics Identity Insight Global Name Management IBM UG&I | 2019 | © IBM Corporation 7

What did Master Data Management become? - Perceived as Expensive - License based on data volumes / processing power - Implementation effort - typically 3 x License costs - Time to value - Minimum 6 Months - Up to 2 Years - Large IT Footprint - Mainly targeting large Enterprise customers - Seen as Complex and IT centric - Lacks Agility IBM UG&I | 2019 | © IBM Corporation 8

To address this reality, IBM MDM undertook radical simplification Past Present 15+ Year History A new MDM offering aligned to clients jobs-to-be-done: Enterprise-Grade Built for Orgs That Explicitly Ask for MDM 1. Upload Data 2. Match Data 3. Leverage Master Data 4. Manage User Consent Think this: IBM UG&I | 2019 | © IBM Corporation 9

Introducing IBM MDM Express: A Solution for Departmental & SMB Class MDM New IBM MDM Express Low cost entry-level MDM Solution Fastest Setup of a MDM Environment + Intuitive Self service MDM , Built for nontechnical users + Lightning fast Provisions in minutes, Fast Data • • • Deduplication (high accuracy matching) Establish entities for ‘Persons’ & ‘Organizations’ Consent Management for individual entities • • • Self service & incredibly intuitive UI Accessible through APIs for integration Export capabilities for downstream use + AI-ready Machine learning everywhere IBM UG&I | 2019 | © IBM Corporation Built for Business Users Data Admins 10

Not all organizations leverage MDM the same way OPERATIONAL ANALYTICAL Marketing System Online Big Data – Streaming Analytics HR System CRM System Master Data Management EDW/BI Tool ERP System e. Commerce System Call Center IBM UG&I | 2019 | © IBM Corporation Decision Support Tools 11

What is IBM MDM Express? • IBM MDM Express was built for small-medium enterprises, departmental deployments or individual LOB users, to be able to easily and rapidly implement a solution to overcome duplication of key entities, creating & managing a single view of customer • Utmost importance is towards organizations that require management of data subject consent information to be able to quickly meet GDPR requirements • It’s intended use is largely for business users, allowing for master data to be consumed in batch via REST APIs, by business systems and downstream processes • Designed to accomplish these goals in hours or days without requiring IT-level resources 1 IBM MDM EXPRESS IDEAL CUSTOMER PROFILE CATEGORY CHARACTERISTICS Geos English version 1 Buyer Head of Function (i. e. Marketing, Sales) Or Individual Line of Business User End User Technical Sophistication Non-Technical to Semi-Technical Users Verticals Technology, Telecom, Financial Institutions, Insurance & Services Lines of Business Marketing, Sales, Procurement, Strategy, Human Resources Specific Use Cases Single Customer View, Customer Segmentation, GDPR, Mergers & Acquisition Based on initial release; additional coverage for other geos with upcoming updates IBM UG&I | 2019 | © IBM Corporation 12

L W IBM MDM Express Key Capabilities M D Currently Available in MDM Express: M © 2 0 1 8 I B M C o r p o r a t • Unlink a record from an existing entity into its own entity • Move a record from one entity into another • Merge two entities together • • Editing records UI for viewing/analysing master data and a single 360 degree view • Configurable survivorship to create golden view • Embedded Consent Management capabilities (view and maintain) • Real Time integration through REST APIs • Matching using Probabilistic Matching Engine • Auto-classification to person or organization data model IBM UG&I | 2019 | © IBM Corporation • Understand why records were matched by the system and look at the scores assigned to each pair of records inside an entity • Import & Export to CSV and TSV files • 10 MM + Capacity • Extendable Data Model • Simple & Advanced Text Search 13

IBM MDM Express is a Trusted, Easy, Self-Service Master Data Solution SAMPLE USE CASES Lead/Prospect Automatic classification of data fields for fast & intelligent mapping IBM UG&I | 2019 | © IBM Corporation Customer Segmentation Next Best Action Line of Business User Mergers & Acquisitions Single Customer View 14

The Power of Data Stewardship MASTER DATA MANAGEMENT B. Jones 35 West 15 th Street Toledo, Ohio 12345 Entity #1 SAME PERSON B. Jones 35 West 15 th Street Toledo, Ohio 12345 IBM UG&I | 2019 | © IBM Corporation ACCOUNTS HELD Account #429 Policy #A 43 C William Jones 35 West 15 th Street Toledo, Ohio 12345 PRODUCTS OWNED Entity #2 William Jones 35 West 15 th Street Toledo, Ohio 12345 Item #44596 Item #56433 Item #87213 15

The Power of Operational MDM Master Data Management Express CRM IBM UG&I | 2019 | © IBM Corporation 16

The Power of Analytical MDM Marketing System CRM System Enterprise Data Warehouse Master Data e. Commerce System IBM UG&I | 2019 | © IBM Corporation 17

Live Demonstration IBM UG&I | 2019 | © IBM Corporation 18

What is IBM Community Day? A live, online event focused on helping companies build a trusted analytics foundation for digital transformation. IBM and industry experts will share how governance can be used to optimize the value of data, clarify the ownership of data, and enable businesses to make better decisions. #Business. Ready. Datafor. AI What can I expect? Who should attend? Keynote for all attendees and three concurrent tracks throughout the day: There is something for everyone: • Track 1: Success Stories: Clients & Partners • Track 2: Strategy & Innovation • Track 3: Deep Dives with IBM experts • • Enterprise Architects Data Governance Leaders GRC Leaders • CAO, CDO • Data Stewards • Data Engineers Sample topics covered: • • • Successful Data Lakes Master Data Management Cognitive Data Governance Application Modernization Unstructured Data Management • • • Data Integration Data Quality Data Discovery Data Catalog Information Server & Data. Stage Hold your calendar for April 25, 7 am-5 pm EDT / 11 am-9 pm GMT Register today by visiting: ibm. conference. bemyapp. com/governance 19

April 25, 2019 Virtual Community Day: Sessions 7 am-5 pm EDT / 11 am-9 pm GMT For most updated agenda, please visit website Keynote 9 am EDT/1 pm GMT Business-Ready Data for AI and Digital Transformation Speakers from Aberdeen and IBM Track 1 Success Stories: Clients and Partners JB Hunt Transport Services, Inc The Vanguard Group New Jersey Court System Alaska Airlines Mastech Info Trellis Prolifics Estuate, Inc. Integro Info. Magnetics Technology Corp Viqtor. Davis Lighthouse Computer Services #Business. Ready. Datafor. AI Track 2 Strategy & Innovation Track 3 Deep Dives Data Governance Has Evolved from "Should Do" to "Must Do"-But How to Prove Its Value? GDPR: Overcoming Data Discovery Hurdles with the Next Generation of IBM Stored. IQ Demystifying Metadata Management and Data Catalogs: The Missing Link to AI Data Integration and Transformation from IBM: What's New and Where Do We Go from Here? Successful Data Lake Implementation through Data Integration, Quality and Governance Exploit the Full Potential of Real-Time Analytics in Your Data Lake Regulatory and Corporate Compliance: Privacy, GDPR and CCPA Successes Know your customer - Latest Trends and Innovations in IBM Master Data Management Cognitive Data Governance at Enterprise Scale Data Discovery Rapid Data. Stage Upgrade Offering Self-Service Analytical MDM Leveraging Technical Capabilities across the Portfolio Automagic ETL-Smarter, Faster, Simpler, More Resilient Accelerate Application Modernization with IBM Info. Sphere Virtual Data Pipeline

Packaging & Pricing SIMPLE PRICING SIMPLE PACKAGING • IBM MDM Express uses Docker container technology • Simplest pricing in MDM Portfolio yet • Simplifies installation greatly to less than an hour • Charge metric is “Per Install” • List price is $150 k • Includes WAS as a Supporting Program (under the covers) IBM UG&I | 2019 | © IBM Corporation 21

Appendix IBM UG&I | 2019 | © IBM Corporation 22

IBM MDM Express Key Differentiators & Positioning o o o • Leverages core components from other MDM portfolio offerings including our proven and highly accurate matching Conversely new capabilities in MDM Express (cognitive data mapping/classification) will be taken forward into the core MDM offerings But IBM MDM Express addresses a new space of the MDM market, where our existing offerings have proven to be too costly or too complex, thus it represents an incremental opportunity o MDM Express should not be positioned where our core MDM offerings are the right fit o We will create a migration path from IBM MDM Express for those that find over time that more comprehensive functionality is needed IBM MDM Express for Consent Management o IBM MDM Express includes a subset of Consent Management that addresses most common needs o Express’ consent management functionality should not be positioned where there are demanding requirements and MDM AE’s consent is the better fit (View Detailed Comparison) o Fastest way to implement Consent Management for organizations that are being in the midst of their GDPR projects IBM UG&I | 2019 | © IBM Corporation Broad MDM Use Case Coverage • IBM MDM Express -- Integral part of the IBM MDM Portfolio IBM MDM Advanced Edition (Registry and Centralized) IBM MDM Standard Edition (Registry) Enterprise Class MDM Departmental and SMB Class MDM IBM MDM Express (Registry) Some may grow to Enterprise MDM Basic Low Skills Required Complexity When IBM MDM Express? High When IBM MDM AE/SE? ü Use cases are simple (common matching) ü Go with SE/AE when it is enterprise MDM ü No IT skills available ü Large number of consuming applications ü Highly accurate matching through preset algorithms ü Highly accurate matching and ability to refine for specific needs ü Consent management is a key driver ü Survivorship rules ü LOB scope ü High volumes (>10 million) ü Sophisticated consent management ü High availability 23

Market Positioning Offering MDM Express Base Subscription I am a. . I need MDM Express to. . Individual Line of Business User • Bring in information [from external source] and compare it to my existing [customer] data. SAMPLE USE CASES MDM Express Matching Internal & External Data Customer Segmentation Consent Management Mergers & Acquisitions MDM Express Base Subscription MDM Express Small Team/Department Individual Line of Business User Small Team/Department Single Customer View MDM Express IBM UG&I | 2019 | © IBM Corporation Small Team/Department • Bring in information [from external source] and compare it to our existing [customer] data. • Bring together & operationalize customer data which exists in multiple systems within our organization • Identify missing, incomplete, poor quality customer data and microsegmentation of customer data and exporting said segmentation to improve ROI on marketing campaigns. • Recent Regulatory requirements such as the California consumer privacy act and GDPR levels make it imperative for companies that deal in personal data for their customers to make significant changes to the way they manage consent. 24

IBM MDM Express is Built for Differing User Personas 2 1 Download & Set-up LEGEND Get Started IBM UG&I | 2019 | © IBM Corporation 3 Easily add data Work with data Auto-mapping & Data Matching Master & Consent Data IBM MDM Express “I need a. . . • fast, easy to configure solution • simple way to share data within my organization 4 Data Export Share Data “I need a. . . • full view of our customers • way to view and manage customer consent 25

Comparison of MDM Express & MDM Advanced/Standard Editions IBM MDM Express IBM MDM AE/SE DEPLOYMENT WITHIN MATTER OF HOURS VIA DOCKER CONTAINER YES NO PRIMARY INTEGRATION PATTERN Batch Style – File Based and API Based Automated – System to System REST APIS YES (Lightweight) YES (SOA) SOAP APIS NO YES BUNDLING OF INTEGRATED ETL CAPABILITIES NO YES (IBM Information Server) WORLD CLASS MATCHING ENGINE YES CONFIGURABLE MATCHING ALGORITHIM NO* YES DATA STEWARDSHIP NO* YES DATA MODEL EXTENSION YES (via API only) YES SURVIVORSHIP RULES SIMPLE YES CONSENT MANAGEMENT SIMPLE SOPHISTICATED DATA RECORD VOLUME DOUBLE DIGIT MILLIONS BILLIONS IBM SUPPORT AND DOCUMENTATION YES *NOTE: Matching algorithm can be configured by Lab Services & Business Partners Lightweight Stewardship in H 1 2019 IBM UG&I | 2019 | © IBM Corporation 26

Comparison of Consent Management in MDM Express & MDM AE IBM MDM Express General Differences • The consent data model in MDM Express has a lighter weight consent model while the consent model in MDM AE is more feature rich • The consent model in MDM Express is a subset of the data model in physical MDM IBM MDM AE Defined Processing Purpose Simple Capture of ‘Yes’/’No’ Consent Deployment within matter of hours • There is currently no OOTB Migration Feature from MDM Express to the Enterprise MDM product (AE or SE) Conditions & provisions on Consent When to Use either MDM Express or MDM AE Details outside of simple channel name (i. e. details of call center rep) • If a SMB/Departmental Customer has a need to manage user consent, use MDM Express Grouping of Processing Purposes (i. e. B 2 C contacts, contacts of suppliers) • If an enterprise customer has a need to manage consent and IS NOT already an MDM customer, lead with MDM AE and its external profile feature to manage consent for profiles stored in the customers profile systems • If an enterprise customer has a need to manage consent and IS already an MDM customer, use the consent management feature support available in physical MDM - from 2 Q/18 - which can also manage profiles stored in the virtual MDM engine Integration with IGC to capture Processing Purpose definitions Track consent for profiles managed outside of MDM Support for enterprise-grade NFRs (i. e. DR across 2 data centers) Basic Reporting Advanced Reporting IBM UG&I | 2019 | © IBM Corporation COMING SOON 27

Call to Action Use IBM MDM Express as a door opener o o o Data Matching o Line of Business Users o Smaller Enterprises that aren’t explicitly looking for MDM Light Weight Operational MDM § Departments and Divisions of larger organizations who are looking for MDM § Smaller Enterprises that aren’t ready for full MDM Compliance/GDPR/Consent management § Many organizations still in early stages of GDPR projects § Use Consent Management as key GDPR topic § Point out importance of MDM to do GDPR right … Be sure to download and try MDM Express today, to gain hands on experience IBM UG&I | 2019 | © IBM Corporation 28

Materials Available and Whom to Contact ZACS Contacts o One Pager - Internal o FAQs - Internal § Jason Mathew (jason. mathew@ibm. com) o Sales Enablement Web Session § Henk Alblas (halblas@ca. ibm. com) § This slide deck § Session recording (to be added) o IBM MDM Express Presentation – External o Demonstration Video o Prospecting Guide o Prospecting Emails o Competitor Battle Cards o o Offering Management Development § o Marketing § o Pankuj Chachra (pankuj@us. ibm. com Bharath Chari (Bharath. chari@ibm. com) Digital Technical Enablement § Tera Chung (thchung@ca. ibm. com) Digital Technical Enablement o Guided Demo IBM UG&I | 2019 | © IBM Corporation 29