Beyond big data using social MDM to drive deep customer insight

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Hauptverfasser: Hechler, Eberhard (VerfasserIn), Milman, Ivan (VerfasserIn), Schumacher, Scott (VerfasserIn), Wolfson, Dan (VerfasserIn)
Format: Buch
Sprache:English
Veröffentlicht: Upper Saddle River, NJ [u.a.] Pearson, IBM Press 2015
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adam_text Titel: Beyond big Data Autor: Oberhofer, Martin Jahr: 2015 Contents Preface.....................................xvili 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 Locale, Location, and Location Awareness in Social MDM.........................32 xjj Contents Advanced Relationships in Social MDM.............................................34 Person-to-Person Relationships...............................................35 Person-to-Product Relationships: Sentiment.....................................37 Person@Organization: The Social 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 Contents xiii InfoSphere Biglnsights Architecture................................................106 Connectivity, Integration, and Security........................................108 Infrastructure............................................................112 Analytics and Discovery....................................................115 InfoSphere MDM and Biglnsights Integration...................................119 IBM Watson Explorer Integration with Biglnsights 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 Social Media-Enabled Marketing Campaigns........................................169 Contextual Marketing: Location and Time......................................172 Social Media Marketing....................................................173 Mobile Marketing.........................................................176 Viral Marketing..........................................................178 xjv Contents 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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Wolfson, Dan
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publishDate 2015
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record_format marc
spellingShingle Hechler, Eberhard
Milman, Ivan
Schumacher, Scott
Wolfson, Dan
Beyond big data using social MDM to drive deep customer insight
Big Data (DE-588)4802620-7 gnd
subject_GND (DE-588)4802620-7
title Beyond big data using social MDM to drive deep customer insight
title_auth Beyond big data using social MDM to drive deep customer insight
title_exact_search Beyond big data using social MDM to drive deep customer insight
title_full Beyond big data using social MDM to drive deep customer insight Martin Oberhofer, Eberhard Hechler, Ivan Milman, Scott Schumacher, Dan Wolfson
title_fullStr Beyond big data using social MDM to drive deep customer insight Martin Oberhofer, Eberhard Hechler, Ivan Milman, Scott Schumacher, Dan Wolfson
title_full_unstemmed Beyond big data using social MDM to drive deep customer insight Martin Oberhofer, Eberhard Hechler, Ivan Milman, Scott Schumacher, Dan Wolfson
title_short Beyond big data
title_sort beyond big data using social mdm to drive deep customer insight
title_sub using social MDM to drive deep customer insight
topic Big Data (DE-588)4802620-7 gnd
topic_facet Big Data
url http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027700384&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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