Operationalize your Data Warehouse with Oracle MDM
By David Butler on Jul 07, 2011
Have you ever felt like your Enterprise Data Warehouse (EDW) acts more like a data jailhouse. We all know how much extremely valuable information is generated in the EDW, but bringing that data to everyday business processes has been difficult. This is because business processes act in an on-line transaction processes (OLTP) environment, whereas data warehouses are designed for maximizing long running query efficiency. These are two fundamentally different data architectures that explain why one the prime directives for IT is to separate operational and analytical systems. This directive has held up for 25 years in spite of the significant problems such a separation entails. For example, this split degrades the quality of the results derived by the analytical systems and limits operational access to these results.
In previous blogs, I have explained how MDM brings quality dimensions to the star schema in any data warehouse. This dramatically improves the quality of the results derived by the analytical systems. Today, I thought it would be good to cover how the data warehouse segmentation information can be brought back to the operational side of the business creating a closed loop business intelligence system.
The following example shows how this works and illustrates how important it is. We start with a data warehouse that has produced segmentation information on customer loyalty and customer profitability.
Oracle MDM Classification tables are designed to hold this information. These are OLTP tables that are designed to create rows for new categories rather than adding columns. Here we have created a table for Loyalty and given it four levels: Bronz, Gold, Silver, and Wood to match the four levels created in the data warehouse. Profitability has 5 tiers arranged around revenue and cost-to-serve analytics.
Moving the segmentation results from the DW into the MDM tables is a simple ETL mapping. Once the data is in the MDM Hub, it is automatically connected to all applications and business processes that are connect to the hub. The data is in effect ‘Operationalized’.
The benefits for the operational side of the business are substantial. Orchestrated business processes have real time access to all the information needed to optimize every decision made along the way. And the people operating the applications and interacting with customers, suppliers, and partners have all they need at their fingertips for maximizing each touch point. In our example, everyone from call center operators to sales executives know all about each customer.
When anyone in the organization reachs out to ‘Mary Evans’, they will know that they are dealing with a Gold Loyalty Tier 1 customer and will treat her accordingly.
Operationalizing the data warehouse creates a closed loop information environment that brings significant benefits across a wide spectrum. This has driven a large number of IT developments to try get data out of the jail house. But none of them have succeeded like MDM, because only MDM has the OLTP data model with all necessary operational connections. If you already have an MDM solution in place to take care of your operational data quality issues, then you are already very close to operationalizing your data warehouse. No additional software is needed! If you don’t already have MDM in place, than count this as another reason why you should.