Using Force.com and Dell Boomi MDM to Drive Better Master Data Management

Presenting CROSSMARK's journey with implementing several domains with Dell Boomi MDM.

1. Case Study: Using Force.com and Dell Boomi MDM to Drive Better Master Data Management March 16, 2015 Rob Saker Chief Data Officer

2. 2 People Presence Performance Record speed to shelf World-class sell-in rates Industry-recognized in-store and out-of-store programs 35,000 + employees Highly trained & experienced World-class talent 1,100+ customer buying points 700,000 + US retail outlets served 29,000,000+ in-store hours/ yr 7,000,000+ out-of-store hours/ yr GROWING BRANDS FOR OVER 110 YEARS HEADQUARTERED IN PLANO, TX WITH OFFICES THROUGHOUT THE U.S., CANADA, MEXICO, AUSTRALIA, AND NEW ZEALAND

3. CROSSMARK IS THE SMARTER WAY TO FASTER GROWTH. Crossmark sits in a unique position in the market with direct engagement across manufacturers, retailers and consumers. Consumers Retailers Manufacturers Digital, social, experiential, affinity, panel, consumer incentives Hundreds of thousands of direct engagements Millions of loyalty/affinity card members Helping manufacturers activate their products with retailers and consumers. Planning , forecasts, sales to retailer, promotion, digital Helping retailers manage their store activities. POS , assortment, planograms, beacons, loyalty, digital . Billions of direct observation data points at retail per year Manufacturer Data Consumer Data Retailer Data

4. 4 Consumer Packaged Goods Retailers

5. Integrated Retail Solution 5 CROSSMARK Agency 2 Agency 3 SELL PLAN ASSIGN EXECUTE REPORT Category Resets Voluntary Vendor Spend Experiential Marketing Store Projects Crowdsourcing Agency 4 Agency 5 Work Planning & Creation Agency Assignment Collaboration Work Results Reporting & Dashboards Worker Assignment Work Execution Collaboration Field Activation Field Reporting Configurations Leverage standard service templates to support

6. Cloud Powers CROSSMARK’s Modern Architecture 6 Enterprise Workforce Management Managing a workforce of 35,000 in the US, Canada, Mexico, New Zealand and Australia Enterprise Reporting & Analytics CROSSMARK leverages cloud based reporting to power tens of thousands of both internal employees and our customers. Retailer Solution CROSSMARK has built several proprietary industry solutions on the Force.com platform, including our widely recognized Retailer Management Solution. Data CROSSMARK leverages Azure to power its big data capabilities. Support Systems CROSSMARK leverages many cloud based support platforms to run it’s business. MDM Authoring Platform Using the Force.com platform and Dell Boomi MDM, CROSSMARK built a location authoring platform.

7. 7 How do you define a place? Blood Mountain as part of Georgia Appalachian Trail, via Google Maps USGS Benchmark Coin Appalachian Trail Section Map from “2015 Northbound The AT Guide” Blood Mountain, GA via Google Maps 34.74002,-83.93743

8. How our Customers Define a Place 8 There are inconsistencies in definitions within the same industry, and even the same company on the definition of a place. Consumer Packaged Goods Place may be a reflection of supply chain focus (ERP), including Ship to’s , Sold to’s , distribution centers , and wholesalers. For Marketing and Sales, “Place” may be an industry definition of a location from Nielsen TDLinx or VIP. Retailers Place may be individual stores, regions, divisions or market areas. Retailers may also look at place from a source of supply, including their own distribution centers .

9. When is a Place not just a Place? 9 The Superbowl isn’t just a 4 hour event on television O r what happens in the stadium

10. 10 It’s a weekend of activities shared by millions.

11. When a Place is More Than a Place 11 The right Place definition enables us to monitor & measure the interaction with brands at key events before, during and after the event. And integrate with our internal knowledge & execution data to identify unique opportunities.

12. How CROSSMARK Defines a Place 12 A Place is not just where we sell. It is anywhere we engage in the activation of brands. We must be able to monitor, target, plan and activate against one definition of a Place. Location Area A Location is a specific place registered for an activity. An area is a set of geocoordinates that defines a space, path or area. The benefit of an area is it allows us to identify all Locations and Sublocations within or near the area, without having to name each Location . The purpose of the Area is to enable better targeting and planning. Retail outlets Residences/domiciles Business locations Stadiums Amusement parks Parks Mass transit locations Government offices Standard circumference around a location (KML) Effective boundary of a large Location (e.g. amusement park, stadium) Street festivals A path such as a trail or parade route Predefined Areas could include countries, states, MSAs/DMAs, counties, census blocs What it is Examples

13. 13 Where CROSSMARK began the MDM journey

14. The Situation 14 CROSSMARK had seen it’s technology ecosystem grow organically over 15 years, consisting of primarily internally built, internally hosted solutions. Our new CIO started the digital transformation of the organization 18 months ago with a push to a cloud-first approach centralized around Salesforce and the Force.com platform. In addition to transforming the application architecture, CROSSMARK still had traditional MDM challenges: “Master data management” was an unknown formal practice Extensive point-to-point integrations Multiple versions of the truth; inefficient “mastering” processes The MDM project began in late April of 2015.

15. 15 The key to successful Enterprise Information Management isn’t the technology, it’s the discussions and processes around creation, governance, and extending the use of data. We want technology that is quick to deliver value, robust, flexible and fast, so we can focus on the value drivers.

16. MDM Maturity 16 Level 1 Initial Level 2 Developing Level 3 Defined Level 4 Managed Level 5 Optimizing Vision None Bottom-up initiatives only Top-down, but limited in vision Unifying vision for cross-enterprise MDM Key enabler of business success Strategy None No enterprise strategy Focus on domains or use cases Consistent and integrated approach Ongoing investment and improvement Governance No one has responsibility IT-led; lacking business involvement Domain-level governance Cross-enterprise multidomain governance Well-established cross-enterprise governance Organization No data stewards Developing the culture of data stewardship Potentially strong team, but limited in scope Centralization or federation of data steward groups Well-established cross-enterprise stewardship Processes Silo-based – applications or functions Starting to think in terms of the data life cycle Focus on data life cycle at domain level Best practice shared across the enterprise Continue to optimize the life cycle Technology Few or no data quality tools Data quality tools, but no MDM solutions One or more disconnected MDM solutions Integrated and consistent set of capabilities Integrated and consistent set of capabilities Metrics No metrics scheme for master data Starting to develop DQ metrics Successful use of metrics at the domain level Using metrics to measure success cross-domain Basis of management and investment Previous state

17. Point-to-Point Integrations of Master Data 17 The previous “master data” approach was a series of point-to-point-to-point integrations. Hosted entirely internally with limited ability to integrate with external solutions. Often conflicting data from multiple sources creates multiple sources of truth. Multiple silo’s of management for the same domains Added cost and complexity to development and support Increased operational costs due to incorrect master data.

18. Complex Authoring Process( es ) 18 Up to 4 weeks

19. High Upfront Costs of Traditional MDM Solutions 19 Software purchase On-premise server purchase Traditional MDM solutions require a large upfront CapEx investment Realized value + + Ongoing support Ongoing support Ongoing support Year 0 Year 1 Year 2

20. 20 Our Approach

21. MDM Priorities 21 CROSSMARK’s key priorities for Master Data Management: Place. 01 D rive increased business agility . Define a Place once in a way that enables us to plan, manage and engage with CPG firms, Retailers and Consumers. 03 Elastic Scalability . The solution must allow CROSSMARK to efficiently scale as the company grows. 02 04 Cloud-first architecture . The MDM solution must support integration with Salesforce, Force.com and other cloud providers, as well as internal platforms. Enhanced Authoring . The solution must reduce the operating time needed to author master data while maintaining data quality. 05 Accelerate Timelines . The MDM solution needed to help drive Digital Transformation, despite starting 14 months after the inception.

22. Project Approach 22 Leveraged cloud based platform to accelerate the realization of value. Custom Force.com application for the creation of Place records. Dell Boomi MDM for the mastering and management of Places. Dell Boomi for integration between Force.com , Boomi MDM and other systems. Loquat for address cleansing and enrichment. Google Location API for additional enrichment. Place data sourced from multiple locations. Initially Agile approach, later switched to Kanban.

23. Development & Implementation Timeline 23 Total time from initial kickoff to production was 4 months. Cleansing Using the Boomi MDM process and other tools, cleansed 800,000 place records. Design Modeled existing & future needs for Place data. Develop Developed authoring UX and Boomi integrations, including advanced matching algorithms. Training Developers attended both Dell Boomi MDM and Force.com training. Finish START Data cleansing & preparation Scoping Integration Design Develop Migration

24. Multisource Model of Place Data 24 Place One record for a place CROSSMARK Source Syndicated Source Retailer Source Client Source CROSSMARK receives Place data from vendors and customers that are often duplicative but not linked. The Dell Boomi MDM platform provides us the ability to develop custom models that span our clients, vendors and our definition of a domain. When a Place from a different source is identified, the system establishes a cross-reference to that source identifier . The cross-reference capability also was critical in migrating from old systems to new, allowing us to build a deprecation path. This enables CROSSMARK to master a Place once, while being able to communicate natively to our customers with their identifiers.

25. Governance 25 We did not follow the suggested “best practices” in establishing our data governance structures. CROSSMARK had very low data maturity and needed to be “shown” how the process should work. We did establish standard processes for creation, editing, mastering and use of data. We did secure a domain owner at the start of the initiative. We did not establish business data stewards at launch. We did not immediately grant business users the ability to create records. Data Entry Data Steward Data Owner

26. Force.com Mastering Application 26 Individual Entry Enables data entrants to enter or modify individual domain records. Bulk Upload Provides data entrants the ability to directly upload up to 10,000 places via a file.

27. Dell Boomi MDM Stewarding Interface 27 Quarantine Summary Dell Boomi MDM provides a consolidated view for data stewards to manage records in the quarantine. Quarantine Detail Dell Boomi MDM provides prebuilt views for data stewards to view and depose quarantined records.

28. Leveraging Algorithms & API’s Radically Speeds Mastering & Enrichment 28 New Authoring Process We decreased our location mastering time from a maximum of 4 weeks (50,000 places) of all manual effort. We have one process for the creation and mastering of Places. The process uses Loquat service to enrich and standardize relevant location records across 170 countries. We integrate with additional API’s to further enrich records. We developed advanced algorithms and fuzzy matching on Boomi MDM to manage previously manual tasks. We have decreased the amount of manual touching of records. Most records are processed automatically within seconds.

29. Cloud-based MDM Efficiently Scales to Size of the Business 29 Software license Boomi MDM enables CROSSMARK to quickly scale out cloud based AtomSphere nodes to meet increased demand as our business continues to grow Realized value Year 0 Year 1 Year 2 Software license Software license

30. MDM: Place Maturity 30 Level 1 Initial Level 2 Developing Level 3 Defined Level 4 Managed Level 5 Optimizing Vision None Bottom-up initiatives only Top-down, but limited in vision Unifying vision for cross-enterprise MDM Key enabler of business success Strategy None No enterprise strategy Focus on domains or use cases Consistent and integrated approach Ongoing investment and improvement Governance No one has responsibility IT-led; lacking business involvement Domain-level governance Cross-enterprise multidomain governance Well-established cross-enterprise governance Organization No data stewards Developing the culture of data stewardship Potentially strong team, but limited in scope Centralization or federation of data steward groups Well-established cross-enterprise stewardship Processes Silo-based – applications or functions Starting to think in terms of the data life cycle Focus on data life cycle at domain level Best practice shared across the enterprise Continue to optimize the life cycle Technology Few or no data quality tools Data quality tools, but no MDM solutions One or more disconnected MDM solutions Integrated and consistent set of capabilities Integrated and consistent set of capabilities Metrics No metrics scheme for master data Starting to develop DQ metrics Successful use of metrics at the domain level Using metrics to measure success cross-domain Basis of management and investment Current state

31. Place Master Data at Use 31 Using Place Master Data to Drive Operational Activities 2 4 1 3 5 Reporting & Analysis Providing CROSSMARK, CPG’s and Retailers direct access to view activities at retail. Finance GL, Financial Planning & Analysis tools for managing the profitability of our business. Billing & Payroll Internal system that collects work data and mileage, bills clients, and compensates employees. Workforce Management Tool that optimizes the work and collects details for 35,000 field workers. Retailer Solution CROSSMARK system used by retailers used to manage work within their stores.

32. 32 Simplification . New Force.com authoring platform for Locations that consolidates from four to one the ways Locations were being maintained . Faster updates and more accurate . N ew records went from 4 weeks of manual effort to 1 hour Improved accuracy . Eliminated 40,000 duplicate records and improved the accuracy of all records worldwide. Stronger client and customer communication . Cross-referencing capability that enables us to match client, customer, Nielsen and other location identifiers back to one CROSSMARK location . Flawless implementation! 800,000 locations migrated 0 hours business disruption 0 support tickets created From up to 4 weeks to 1 hour on average

33. The “Let’s Make a Bet” Project 33 Coming off a highly successful Location implementation, challenged the team to build a new end-to-end solution for our Services. Three-tier service definition. Leveraged across the US, Canada, Mexico, and AsiaPac . Dealing with our CPG, Retail, and Marketing work. Is central to the accurate selling, planning, execution and measurement of over 30 million events per year. One month to build authoring & editing, implement domain in Dell Boomi MDM, integrate Force.com to Boomi MDM, and setup one subscribing system.

34. 34 Success 100 top level services implemented Custom Force.com application created Integration to our data warehouse (and BTW, did it in 3 weeks)

35. 35 Our MDM Path Start Q2 2016 Services Domain One month to create domain end-to-end for the definition of our services. Q1 2016 CROSSMARK has been live on Dell Boomi MDM since August 2015. Locations Domain Four months to create domain end-to-end for the definition of our Locations.

36. 36 Questions Domain Driving standardization across our work activities. Q3 2016 Q4 2016 Products Domain Begin implementing consumer products domain with ordering and consumer product attributes.

37. 37 To be Continued….. Additional Domains We have identified 9 domains in total for mastering, including Employees, Clients, Customers, Products, Services, Places and more.

38. 38 Key Learnings Far faster development than we expected We had working prototypes of the end-to-end process in place within 1 month . Algorithm development was the most complex, with 2 months of iterations. Be pragmatic about “Expert” advice We ignored ½ of the Gartner “must dos to be successful,” and yet were very successful. Your implementation must reflect reality of your organizational readiness. API Integration is very powerful The ability to integrate to external API providers is extremely powerful. We think it will enable the next waves of analytically derived master data. Mock cutovers helped We did one mock cutover that exposed process challenges. Our full cutover went flawlessly. Dell Has Listened We’re working with Dell on continued development in data stewardship and profiling capabilities. They have quickly embraced our suggestions and integrated them in their roadmap

39. 39 THANK YOU Rob Saker Chief Data Officer, CROSSMARK @robsaker [email protected]