Manjunath B Subramanian works as a Product Manager for IBM InfoSphere Master Data Management. Manjunath has more than 12 years of experience in the field of Master Data Management and has worked in a variety of client facing roles during this time. In his current capacity, he is responsible for defining the road map and strategy for InfoSphere Master Data Management installation, upgrade, configuration, and SaaS integration.
For any organization, enterprise master information is a strategic data asset. It is the “blood line” that connects applications, users, and processes in the areas of decision making and business transaction execution in all customer centric initiatives. Up until now, bulk of the master data originated from within the enterprise and is fed to the business applications which are also within the enterprise. However, this is changing rapidly with the emergence of the Software as a Service (SaaS) applications and hybrid topologies, which have given rise to a whole new generation of integration requirements.
Further, we also see a shift in the way master data is created and integrated when compared to the traditional methods. For instance, bulk of the core master information which typically originated inside the enterprise is now originating from outside the enterprise, in the form of big data, social data, and so on. Majority of the business applications (such as CRM applications, eCommerce applications) which resided within the enterprise and which either generated or consumed master information, are now residing outside the enterprise, in the form of SaaS. This is slowly but surely shifting integration epicenter from “enterprise only” to that of an “extended enterprise” which encapsulates enterprise applications and SaaS applications in one integrated operating environment.
In this era of Cloud computing and big data, nearly half of all initiatives are all customer centric. The depth and breath of information available about a customer drives the user efficiency and business function in customer centric programs such as customer relation management (CRM). Customer data and information was seen as the biggest challenge and inhibitor for implementing customer facing initiatives. This is because a customer can interact with your business in any channel and it is important that the latest and greatest customer information is funneled into a master repository such as InfoSphere MDM and is further propagated to other applications such as CRM. Enabling a user on Salesforce to be able to see a complete and accurate view of a customer can go a long way in building a healthy relationship with a customer. Therefore, access to accurate, complete, and up to date customer data information at Salesforce CRM or any customer facing SaaS application is critical.
Research has also shown that organizations who maintained high levels of data quality had greater success in implementing their CRM solutions. What this means is that not only are they able to serve their customers better, but they are also able to respond to their customers quickly because users have the confidence in the data. And they do not have to spend precious cycles searching for information in different applications in the enterprise.
Given these challenges, building a 360-degree view of customer information requires a seamless integration between MDM, SaaS applications such as Salesforce and all other available data sources, a possibility made reality by InfoSphere MDM and WebSphere Cast Iron Cloud Integration.
InfoSphere MDM and WebSphere Cast Iron Cloud Integration can help organization meet their business and IT goals in realms of enterprise MDM and it is integration with SaaS applications (such as CRM).
InfoSphere MDM can enable you to build a golden profile of your customer by integrating data from external SaaS applications such as Salesforce.com, internal systems such as ERP, and financial systems. This data can then be seamlessly integrated with other customer centric business applications (including Salesforce.com) to improve the effectiveness and productivity of sales and marketing teams, ultimately increasing win rate and increasing revenue.
WebSphere Cast Iron Cloud Integration provides connectivity and tooling that enables you to rapidly integrate with SaaS applications. It uses a Configuration approach instead of the traditional coding approach to facilitate cloud integration.
By using both these products, organizations can quickly gear up to meeting master information and governance challenges, both inside and outside the enterprise.
IBM Redbooks publication: Master Data Management for SaaS Applications, SG24-8220, -- coming soon