Drive Powerful Business Value by Extending MDM to Social, Mobile, Local, and Transactional Data   Enterprises have long relied on Master Data Management (MDM) to improve customer-related processes. But MDM was designed primarily for structured data. Today, crucial information is increasingly captured in unstructured, transactional, and social formats: from tweets and Facebook posts to call center transcripts. Even with tools like Hadoop, extracting usable insight is difficult—often, because it’s so difficult to integrate new and legacy data sources.   In Beyond Big Data, five of IBM’s leading data management experts introduce powerful new ways to integrate social, mobile, location, and traditional data. Drawing on pioneering experience with IBM’s enterprise customers, they show how Social MDM can help you deepen relationships, improve prospect targeting, and fully engage customers through mobile channels.   Business leaders and practitioners will discover powerful new ways to combine social and master data to improve performance and uncover new opportunities. Architects and other technical leaders will find a complete reference architecture, in-depth coverage of relevant technologies and use cases, and domain-specific best practices for their own projects. Coverage Includes How Social MDM extends fundamental MDM concepts and techniques Architecting Social MDM: components, functions, layers, and interactions Identifying high value relationships: person to product and person to organization Mapping Social MDM architecture to specific products and technologies Using Social MDM to create more compelling customer experiences Accelerating your transition to highly-targeted, contextual marketing Incorporating mobile data to improve employee productivity Avoiding privacy and ethical pitfalls throughout your ecosystem Previewing Semantic MDM and other emerging trends    

Table of Contents:
Preface    xviii 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 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 InfoSphere BigInsights Architecture    106 Connectivity, Integration, and Security    108 Infrastructure    112 Analytics and Discovery    115 InfoSphere MDM and BigInsights Integration    119 IBM Watson Explorer Integration with BigInsights 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 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