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Exploring Data Insights with IBM InfoSphere MasterData Management and IBM Watson ExplorerIBM Redbooks Solution GuideToday’s businesses, applications, social media, and online transactions generate more data than everbefore. This data can be explored and analyzed to provide tremendous business value. IBM Watson Explorer and IBM InfoSphere Master Data Management (InfoSphere MDM) enable organizations tosimultaneously explore and derive insights from enterprise data that was traditionally stored in "silos" inenterprise applications. This data can be in different data repositories and in different data formats.Applications that are developed by using Watson Explorer and InfoSphere MDM identify datarelationships across these silos. These solutions unlock the business value that is inherent in a unified,360-degree view of the information that is related to business entities, such as application users,customers, and products.Figure 1 shows how the MDM integration of data from multiple sources enhances the 360-degreeinformation applications that you can create by using Watson Explorer.Figure 1. Integration between Watson Explorer and InfoSphere MDMExploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer1

Did you know?Research indicates that today’s digital universe contains 2.7 zettabytes (2.7 x 1021 bytes) of data, andthis data is expected to grow to 35 zettabytes by 2020. Massive volumes of complex data are beinggenerated at a rapid pace. This phenomenon is known as "big data". Sources for this data include socialmedia, digital pictures and videos, customer transactions, system location and log data, and cell phoneGPS signals.Business valueImagine that you are a customer service representative and that your last caller of the day claims thatanother representative promised them a significant discount. You have no record of this customer or offer.Not wanting to risk losing the customer, you spend a significant amount of time searching through multiplesystems, trying to find the missing link or information. This situation is not uncommon because of the vastamount of information that is available across different corporate sources and the variety of customertouch points.Watson Explorer provides organizations with a combined, trusted 360-degree view of both structured andunstructured data from within and outside the enterprise.Master data management (MDM) is a key component to enable a single, trusted understanding ofproducts and customers. It provides the insights that are required to act appropriately.IBM InfoSphere MDM supports a consistent understanding of master data entities and their relationships.This trusted view can be presented to Watson Explorer to ensure that accurate information is delivered tousers. Watson Explorer can also leverage the master record to extract and include visibility from otherdata sources to create an even broader view of a customer or product. MDM might be unaware of thesesources.Solution overviewThe enhanced 360-degree view solution that is delivered by Watson Explorer combines structured datafrom enterprise systems. These enterprise systems include customer relationship management, supplychain management, order tracking systems, and customer support databases. The data might alsoinclude unstructured content from sources such as email, file shares, and content management systems.This solution creates a unified workspace for customer-facing professionals, marketers, and otherdecision makers that provide an enhanced 360-degree view of customers, products, and more. It deliversthe data and analytics that these users need in context and tailored to their role and current activities.Exploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer2

Applications that are based on the Watson Explorer Application Builder can incorporate data from bothinside and outside the enterprise, and analytics in context (Figure 2). The solution can combine all thisdata and content with analytics that are relevant to the current situation and user role while ensuring that itdelivers only trusted data.Figure 2. Applications incorporating data from various sourcesSolution architectureThe solution architecture is composed of two main IBM products: InfoSphere Master Data ManagementWatson ExplorerExploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer3

InfoSphere Master Data Management provides a trusted view of an entity, such as person, product, orlocation. The two products are connected through the InfoSphere MDM connector, as shown in Figure 3.The data from different sources is imported and indexed to get a 360-degree view of an entity.Figure 3. 360-degree view solution architectureUsage scenariosInfoSphere Master Data Management customers gain additional value by capitalizing on WatsonExplorer.Citizen servicesGovernment agencies face demands from taxpayers to provide access to information in an intelligent,citizen-centric manner. For example, someone that is involved in a home-remodeling project does notwant to provide the same information to the local planning commission and then to the permit department.Those departments should be able to access each other’s information seamlessly.Citizens expect the same level of integrated service from government agencies as they receive fromtop-rated service companies.By integrating Watson Explorer with MDM, governments are empowered with a complete, citizen-centric,e-Government application solution (Figure 4). InfoSphere MDM provides government services with theagility and flexibility to receive and share information rapidly. With the addition of Watson Explorer, theyprovide access to a current, accurate, and complete view of citizen and business information, making itpossible for them to respond to constituent needs in real time.Both governments and citizens save time and money, and taxpayer satisfaction increases.Exploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer4

Citizens gain the following advantages: Easy access to government information and servicesInstantaneous feedback on issues and topicsAble to engage in dialogs with officialsSeamless interoperability exists across agencies and departments, enabling officials to accomplish thefollowing improvements: Share and view the same information about individuals.Reduce administrative costs.Increase efficiencies and service levels.Figure 4. Example of citizen-centric application capitalizing on InfoSphere MDM and Watson ExplorerBankingBanks focus on building customer relationships, yet few can deliver the customer insight that can be usedto take action on all channels to transform operational processes. Customer and product information isstill fragmented across multiple systems. Without an authoritative master record of their customers andproducts, banks might struggle to provide consistent service across all channels. This situation can inhibittheir ability to sell the most appropriate products to customers or to reduce operating expenses.InfoSphere MDM enables banks to use this strategic vision by helping them make high-value coreinformation available across the enterprise to support critical business processes.Exploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer5

Customers want (and have been given) more ways to interact with their banks. Individuals no longerinteract solely with a single local branch. They can call and do business on the web and through mobileapplications. Banks must ensure that local branches, call-center customer representatives, and onlinesystems can access all customer information that was collected through all previous interactions. Thiscapability provides a seamless experience for customers, reduces attrition, and drives new sales.InfoSphere MDM enables banks to implement cross-channel integration and match the channel to theindividual. For example, a client with a few accounts and lower balances might prefer to use theself-service channel to avoid additional fees. Another customer with a complex financial situation might bewilling to pay a higher price for service if they can speak to a service representative in person.InfoSphere MDM also helps banks recognize customers across multiple systems and provides customerswith a complete view of their assets across channels. The result is a consistent experience, whether thecustomer is banking at the branch, online, or by mobile phone. At the same time, banks can useInfoSphere MDM to help reduce costs, streamline customer information processing, simplify clientonboarding and new account setup, and eliminate duplicate mailings.InfoSphere MDM makes it easy to manage a customer’s privacy across channels, and generate accurateand timely reports for regulatory compliance. Centrally managing the hundreds of reference tables thatare associated with regulations might help a bank save millions of dollars, significantly improve dataquality, and reduce (by weeks) the time that is required to complete all of the necessary reports. Becauseit helps companies consolidate information, InfoSphere MDM can also streamline business processes.For example, a financial institution wanted an aggregate customer view to enable new marketingstrategies and increase the number of products that are owned per customer. This company deployedInfoSphere MDM to integrate data from eight business systems to develop a more accurate view of itscustomers. The project helped increase the marketing effectiveness of the company's rewards programsand its account penetration.Exploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer6

Integrating MDM with Watson Explorer can further enable an institution to capitalize on internal andexternal documents and social data. This approach might further enhance its marketing effectiveness bymaking additional information about the customer available to client representatives, as shown in Figure5.Figure 5. Example of a client representative window when looking up or engaging with a customerSupported platformsA wide variety of platforms and combinations are possible for IBM Watson Explorer and InfoSphere MDMsolutions. You can find detailed information about the exact platforms that are supported within thedocumentation for both products: Watson nter/SS8NLW 9.0.0/dataexplorer 9.0.0.html InfoSphere MDMhttps://ibm.biz/BdFiFEExploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer7

Ordering informationInfoSphere Master Data Management V11.3 has several editions: InfoSphere Master Data Management Enterprise EditionInfoSphere Master Data Management Advanced EditionInfoSphere Master Data Management Standard EditionInfoSphere Master Data Management Collaborative EditionInfoSphere Master Data Management Reference Data ManagementInfoSphere Master Data Management Custom Domain Hub Stand AloneInfoSphere MDM ordering information is shown in Table 1.Table 1. Ordering part numbers and feature codes of InfoSphere MDMProgram namePID numberCharge unit descriptionIBM InfoSphere Master Data Management V11.35725-E59Per resource value unitWatson Explorer 9.0 consists of several editions, and is only available through IBM Passport Advantage: IBM InfoSphere Data Explorer Standard EditionIBM InfoSphere Data Explorer Enterprise EditionWatson Explorer ordering information is shown in Table 2.Table 2. Ordering part numbers and feature codes of Watson ExplorerProgram namePID numberCharge unit descriptionIBM InfoSphere Data Explorer 9.05725-I17Per resource value unitTo find the complete ordering information, go to the ordering information website:https://ibm.biz/BdFiF4Related informationFor more information, see the following documents: Building 360-Degree Information Applications, stracts/sg248133.html 5 Things to Know about IBM Watson Explorer 9.0.0.3:https://ibm.biz/BdFiP9 5 Things to Know about IBM InfoSphere MDM Probabilistic Matching Engine for InfoSphereBigInsights 11.3.0:https://ibm.biz/BdFiEJ A Practical Guide to Managing Reference Data with IBM InfoSphere Master Data ManagementReference Data Management Hub, 248084.html Smarter Modeling of IBM InfoSphere Master Data Management Solutions, 247956.html?OpenExploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer8

Aligning MDM and BPM for Master Data Governance, Stewardship, and Enterprise stracts/sg248059.html?Open Implementing IBM InfoSphere Change Data Capture for DB2 z/OS V6.5, dp4726.html?OpenAlso, product information is available at the following websites: IBM InfoSphere Master Data Management product fosphere-master-data-management IBM InfoSphere Master Data Management V11.3 center/SSWSR9 11.3.0 IBM Watson Explorer product son/explorer.html IBM Offering Information page (announcement letters and sales equest locale enOn this page, enter IBM Watson Explorer or IBM InfoSphere Master Data Management,select the information type, and then click Search. On the next page, narrow your search results bygeography and language.Exploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer9

NoticesThis information was developed for products and services offered in the U.S.A.IBM may not offer the products, services, or features discussed in this document in other countries. Consult your localIBM representative for information on the products and services currently available in your area. Any reference to anIBM product, program, or service is not intended to state or imply that only that IBM product, program, or service maybe used. Any functionally equivalent product, program, or service that does not infringe any IBM intellectual propertyright may be used instead. However, it is the user's responsibility to evaluate and verify the operation of any non-IBMproduct, program, or service. IBM may have patents or pending patent applications covering subject matter describedin this document. The furnishing of this document does not give you any license to these patents. You can sendlicense inquiries, in writing, to:IBM Director of Licensing, IBM Corporation, North Castle Drive, Armonk, NY 10504-1785 U.S.A.The following paragraph does not apply to the United Kingdom or any other country where such provisions areinconsistent with local law : INTERNATIONAL BUSINESS MACHINES CORPORATION PROVIDES THISPUBLICATION "AS IS" WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING, BUTNOT LIMITED TO, THE IMPLIED WARRANTIES OF NON-INFRINGEMENT, MERCHANTABILITY OR FITNESSFOR A PARTICULAR PURPOSE. Some states do not allow disclaimer of express or implied warranties in certaintransactions, therefore, this statement may not apply to you. This information could include technical inaccuracies ortypographical errors. Changes are periodically made to the information herein; these changes will be incorporated innew editions of the publication. IBM may make improvements and/or changes in the product(s) and/or the program(s)described in this publication at any time without notice.Any references in this information to non-IBM Web sites are provided for convenience only and do not in any mannerserve as an endorsement of those Web sites. The materials at those Web sites are not part of the materials for thisIBM product and use of those Web sites is at your own risk.IBM may use or distribute any of the information yousupply in any way it believes appropriate without incurring any obligation to you. Information concerning non-IBMproducts was obtained from the suppliers of those products, their published announcements or other publicly availablesources. IBM has not tested those products and cannot confirm the accuracy of performance, compatibility or anyother claims related to non-IBM products. Questions on the capabilities of non-IBM products should be addressed tothe suppliers of those products. This information contains examples of data and reports used in daily businessoperations. To illustrate them as completely as possible, the examples include the names of individuals, companies,brands, and products. All of these names are fictitious and any similarity to the names and addresses used by anactual business enterprise is entirely coincidental.Any performance data contained herein was determined in a controlled environment. Therefore, the results obtainedin other operating environments may vary significantly. Some measurements may have been made ondevelopment-level systems and there is no guarantee that these measurements will be the same on generallyavailable systems. Furthermore, some measurement may have been estimated through extrapolation. Actual resultsmay vary. Users of this document should verify the applicable data for their specific environment.COPYRIGHT LICENSE:This information contains sample application programs in source language, which illustrate programming techniqueson various operating platforms. You may copy, modify, and distribute these sample programs in any form withoutpayment to IBM, for the purposes of developing, using, marketing or distributing application programs conforming tothe application programming interface for the operating platform for which the sample programs are written. Theseexamples have not been thoroughly tested under all conditions. IBM, therefore, cannot guarantee or imply reliability,serviceability, or function of these programs. Copyright International Business Machines Corporation 2014. All rights reserved .Note to U.S. Government Users Restricted Rights -- Use, duplication or disclosure restricted byGSA ADP Schedule Contract with IBM Corp.Exploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer10

This document was created or updated on December 5, 2014.Send us your comments in one of the following ways:Use the online Contact us review form found at:ibm.com/redbooks Send your comments in an e-mail to:[email protected] Mail your comments to:IBM Corporation, International Technical Support OrganizationDept. HYTD Mail Station P0992455 South RoadPoughkeepsie, NY 12601-5400 U.S.A. This document is available online at l .TrademarksIBM, the IBM logo, and ibm.com are trademarks or registered trademarks of International BusinessMachines Corporation in the United States, other countries, or both. These and other IBM trademarkedterms are marked on their first occurrence in this information with the appropriate symbol ( or ),indicating US registered or common law trademarks owned by IBM at the time this information waspublished. Such trademarks may also be registered or common law trademarks in other countries. Acurrent list of IBM trademarks is available on the Web at http://www.ibm.com/legal/copytrade.shtml.The following terms are trademarks of the International Business Machines Corporation in the UnitedStates, other countries, or both:BigInsights DB2 IBM Watson IBM InfoSphere Redbooks Redbooks (logo) Watson z/OS The following terms are trademarks of other companies:Linux is a trademark of Linus Torvalds in the United States, other countries, or both.Other company, product, or service names may be trademarks or service marks of others.Exploring Data Insights with IBM InfoSphere Master Data Management and IBM Watson Explorer11