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Beyond Big Data: Using Social MDM to Drive Deep Customer Insight

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Beyond Big Data: Using Social MDM to Drive Deep Customer Insight

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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.

InBeyond 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

意识在社会语言环境、位置和位置MDM 32

Advanced Relationships in Social MDM 34

Person-to-Person Relationships 35

Person-to-Product Relationships: Sentiment 37

Person@Organization:社会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

169年社会Media-Enabled营销活动

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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