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Organize Master Data, Personalize Customer 360: Learn from the Top Industry Experts

Ankur Gupta, Sr. Product Marketing Manager, Reltio

If connected and personalized customer experience is your immediate goal, and if you want to know everything about achieving it, look no further. Focusing on the modern way to organize master data, the upcoming Modern Data Management Summit 2019 is the best event to learn about big data analytics and machine learning to deliver personalized customer experience through 360 customer profile.

Sounds impressive? Don’t just take our word. Discover yourself. Join us in the most exciting #DataDriven19 event in San Francisco, CA. The summit promises the choicest real-world knowledge sharing sessions, unique panel discussions, and delightful industry networking opportunities.

Mark your calendar: February 26-27, 2019

With over 40 sessions featuring 60 speakers, the summit has three tracks – Modern Data Management, Personalize Customer 360, and Healthcare & Life Sciences. The best minds in industry discuss the hottest topics relevant to master data management, customer 360, data science, and business facing data-driven applications.

Rob Fuller, Digital Solution Architect, Principal Director, Accenture, will present the business and technology challenges of achieving true omni-channel marketing, and how Accenture and Reltio are joining hands in significantly reducing the time and effort required to deliver the finest omni-channel customer experience.

The master data management platforms are evolving to meet the needs of the digital economy. Aaron Zornes, Chief Research Officer, The MDM Institute will speak about the capabilities required for the next generation MDM platform that incorporates graph technology, infuses insights from the data using advanced analytics and machine learning, and offers big data scale performance in the cloud.

Michele Goetz, Principal Analyst, Forrester will discuss how businesses can transform customer experience, business models, and market competitiveness by investing in the right technology innovation, embedding intelligence into all tiers of their data management systems, and work toward customer insight systems that accelerate results.

Success Stories and Industry Best Practices

When the European regulation GDPR came into effect last year changing the way we manage personal data, it was time for businesses to rethink their data management. Srilakshmi Goparaju, Master Data Management Expert at Equinix will explore the key business benefits of using MDM to address compliance needs and how they can be smartly turned into business opportunities.

Modernizing data infrastructure and building an enterprise customer master across all acquired businesses help improve the end-to-end customer experience and uncovers new business opportunities. In an exciting session, Suresh Jawahar, Director Data Governance & MDM, Advance Auto Parts (AAP) will discuss the best practices for data management including data governance, and leveraging reliable customer data for advanced analytics to create the maximum business impact.

Omer Iqbal, Senior Vice President – Global Architecture – Digital Center of Excellence, Shiseido, will share what digital experience means for one of the leading beauty products enterprises, and how a new vision of beauty is delivered through data-driven digital strategy.

Enterprises recognize the value of connected experiences through every stage of customer journey, and want to provide relevant offers to maximize the customer lifetime value. Shree Seshan, Director – Digital IT – Data Management & Strategy, L’Oreal will explore how some of the leading organizations are succeeding in digital transformation to achieve personalized, connected customer experience in a compliant manner.

My earlier blog post The Fastest Way to Learn Modern MDM & Personalized Customer 360 highlights some more sessions on digital transformation, machine learning-enabled data management, and mega-trends around Customer 360.

Make the most of this #DataDriven19 event to stay ahead of the curve on your data strategy, digital transformation efforts, and business goals.

Learn more and request an invite at https://www.reltio.com/events/dd19

#DataDriven19 – The Fastest Way to Learn Modern MDM & Personalized Customer 360

Ankur Gupta, Sr. Product Marketing Manager, Reltio

Learn more and request an invite at https://www.reltio.com/events/dd19

The third Modern Data Management annual summit (#DataDriven19) will be held on February 26-27 2019 in San Francisco. It will have over 40 sessions and panels featuring 60 speakers.

There will be three tracks – Modern Data Management, Personalize Customer 360, and Healthcare & Life Sciences. This year’s theme “Organize Master Data. Personalize Customer 360” will cover the hottest topics relevant to master data management and customer 360, big data analytics, data science and business facing data-driven applications.

Some of the not-to-be-missed sessions are –

Learn from Ray ‘R’ Wang, Principal Analyst and Founder, Constellation Research how AI driven analytics will transform the future of business.

Michele Goetz, Principal Analyst at Forrester will discuss the pragmatic approach to machine learning enabled data management that delivers real business outcomes.

Manish Sood, CEO, Reltio will look at how leading digital organizations are using technology to meet the trust, privacy and customer experience needs today and preparing for the future.

As a data professional you face the convergence of mega-trends around Customer 360, AI, Big Data, programmatic marketing, ABM, and globalization. Scott Taylor, Data Whisperer & Principal Consultant, MetaMeta Consulting would discuss how to survive these unrelenting business pressures by putting your data to work!

Kevin McBride, Director, WW, Sales Data Management, HP Inc. will discuss the digital transformation journey at HP and how data management at scale helped enabled the transformation. Session will review multi-domain use cases for using data management at scale to build single view of customers with complex hierarchies.

Joanna Walker, Global MDM Architect, AstraZeneca (AZ) will discuss how AZ Center of Excellence team manage their cloud MDM platform as a service globally and innovative ways in which the AZ business is using MDM to provide reliable data to field reps.

Rick Camp, Principal & Founder Forward360 LLC will discuss a modern definition of patient centricity and provide insights into how agile Master Data Management (MDM) enables relevant & personalized patient engagement and commercial success.

There will be many more exciting sessions and panels from across the industry to set you on the right path for data-driven digital transformation for 2019.

Summit will also recognize leaders in IT and business with The Data Genius Awards. The recipients have blazed the trail for their creative use of data for the benefit of their companies raising their Enterprise Data IQ every day through continuous Data Organization and Customer 360.

Overall the event promises best in the industry networking opportunity and educational sessions that will offer new ways for companies to think about their data in the new digital economy. It will not be just about work; a fabulous evening reception on 2/26 will give you ample opportunity to mingle and play while enjoying amazing view of the beautiful San Francisco city!

We are all hands on deck working to make #DataDriven19 the most informative data management event of 2019.


Data Secrets to A Successful Drug Launch

Ankur Gupta, Sr. Product Marketing Manager, Reltio

Value from pharma should be measured in terms of clinical outcomes, patient satisfaction, and cost reduction. Using data, pharma companies can enhance value for patients along the entire lifecycle of a drug, from drug discovery to commercialization to end of exclusivity.

From the perspective of business strategy, value delivery can be seen as a three-step process as illustrated by David Ormesher, CEO of closerlook, in his PharmExec.com post.

  • Value Creation (discovery)

  • Value Capture (commercialization)

  • Value Extraction (end of exclusivity)

Discovery Phase: Value Creation via Data

It is important to capture unique customer insight to inform drug innovation. The drug should be relevant (to an urgent disease burden) as well as differentiated (relative to alternate therapies). These two factors will largely determine market access, provider endorsement and patient acceptance for a new drug. However, departmental silos between medical affairs and commercial side of the business, and lack of access to quality data lead to incomplete understanding of competition and the market.

A Self-Learning Data Platform goes beyond a traditional master data management (MDM) offering and brings together patient, provider, payer, and plan data from internal, third party, and public sources to cleanse, match, merge, un-merge, and relate in real time. Platform’s multi-domain data organization capability helps perform deeper analysis to better understand the needs of patients, providers, payers, and relationships among these players. A Self-Learning Data Platform breaks down silos among medical affairs, marketing, business intelligence and manufacturing, and helps develop a common understanding of customer data and market insight across all departments.

Research indicates that 81% of future drug sales performance is determined by actions taken during clinical development and early commercialization phase. It’s even more critical for a pre-commercial pharma which is planning to bring its first drug to the market. Early adoption of a Self-Learning Data Platform helps a pre-commercial pharma develop future-proof commercial infrastructure and put up business processes to launch their first drug with safety, efficacy, and desired formulary placement in place. Read the pre-commercial pharma success stories about how they successfully launched their first drug with the help of a Self-Learning Data Platform.

Commercialization Phase: Value Capture via Data

A new product’s commercial performance during the first six months after FDA approval is often considered a very important indicator for how the product will do over the course of its patent life. During Value Capture or commercialization phase, the purpose of data is to build trust and respect via data-driven personalization and engagement. However, pharma companies are unable to recognize prescribers and patients consistently across multiple channels and touchpoints. They often fail to increase content speed to market in their customers’ preferred channel. This leads to negative Net Promoter Score (NPS), increased defection to competitors, and loss of revenue and market share.

The more you know about your customers – the physicians who can write the product – and what they care about, the more you’re able to build an effective campaign around a new product. What you need – an out-of-the-box, data-driven affiliation management application, with built-in MDM, for managing all relationships within and across HCOs and HCPs to support commercial operations, identify the right key opinion leaders (KOLs), and understand their influence.

A Self-Learning Data Platform helps you organize launch as a micro-battle (See the Infographic “Make Your Drug Launch Truly Take Off”, Bain Insights, September, 2017), gather continuous front-line feedback from sales reps before, during and after the launch, and make rapid adjustments as needed to the launch strategy. It helps you make quick decisions on messaging, targeting and marketing investments. Such platform powers reliable advanced analytics by enabling master data profiles and graph relationships to be seamlessly combined with real-time interactions and analyzed in Spark. For example, when a new drug is launched, it helps track sales performance compared to projections so that you can adjust strategies whenever needed.

Read the success story of a French multinational pharmaceutical company that built Customer 360 on top of a Self-learning Data Platform to support their account-centric field operations and personalized engagement.

Loss of Exclusivity Phase: Value Extraction via Data

At the point when a drug loses its patent protection, its price typically drops quickly as generic competitors enter the market. During this phase, there is often enormous pricing pressure from competitive products and health insurers. In addition to these external pressures, there is also internal competition for attention and resources, usually from a promising new product.

The business strategy during Value Extraction is to increase efficiency via operational excellence. The main cost now is sales and marketing. This is where digital can play a very strategic role. Digital sales and marketing through non-personal promotion can become an effective substitute for sales rep promotion. By replacing expensive personnel costs with lower cost digital channels, we can reduce overhead costs but still maintain market share.

Read the success story of one of the oldest and largest global pharma that consolidated customer profile across all business functions to improve customer experience across all digital touchpoints, and better engage high-value customers.

Successful pharma companies use data as a competitive weapon to develop new sources of differentiation, focus on building superior customer experiences and treat drug launches as a micro-battle. How did your last launch perform vs. expectations, and what were the reasons for under-performance or over-performance? Which interactions matter most for your target physicians, and do you provide a superior customer experience? What are the three largest internal challenges your launch team faces, and what would it take to eliminate them?


These 3 GDPR Requirements You Must Support Today are Nothing Compared With What’s Coming

Ramon Chen, Chief Product Officer, Reltio

On May 25, 2018 GDPR (General Data Protection Regulation) went into effect. The primary objectives of the GDPR are to give control back to their EU citizens and residents over their personal data, to simplify the regulatory environment for international business, and to unify regulations within the European Union.

GDPR is relevant for any organization doing business with EU citizens, regardless of where the company is based. Personal data includes a wide range of personal identifiers, from addresses and public information, to social profiles, images, IP information, device IDs and medical and financial details.

Consumer personal data collected within your company is often distributed to multiple systems and organizations, resulting in duplication. Your organization may be considering master data management (MDM) solutions to address various data management needs including compliance challenges. Legacy MDM systems may comply with a small part of the regulation by managing profile data, but they also leave it to you to figure out how to manage the transaction and interaction information distributed across systems and channels.

Complying with GDPR should be part of your day-to-day operations. One philosophy is that a Modern Data Management platform should organically support the key elements of GDPR by managing your customer’s profile information, lineage and succession through your day-to-day data management activities.

  1. RIGHT TO BE FORGOTTEN – GDPR guidelines require your organization to support your customer’s Right to be Forgotten and purge their records upon request. Your business will also need to support your customer’s request for a copy of their information in a portable format. Any GDPR solution needs to guarantee purging of all traces by customer entity type in support of data erasure, including the removal of any attributes and historical transactions made by individuals captured as part of their digital activities, which is outside of the scope of traditional legacy MDM tools.

  2. CONSENT MANAGEMENT – Your company must also support a provision to produce any proof of consent provided by your customer on request, and a way for customers to withdraw the consent. Explicit consent is required before information is collected, and adult consent is mandatory when the collection of data involves children below the age of 16 years. Any solution that supports the management and maintenance of rights and consents must have the ability to capture and store consent types. Graph technology provides a great way to store relationships so you can easily capture and prove that an adult provided consent regarding the collection of information for a minor.

  3. AUDIT & LINEAGE – The new GDPR legal framework requires your company to support the ability to demonstrate the deletion of your customer’s private information. built-in audit and data lineage to support accountability for your business to demonstrate compliance. Attributes must also traceable back through lineage to the internal and external data providers they came from. In the case of a change request, the request can be routed back to its original source.

While there are many tools being offered to meet GDPR and other regulatory requirements, companies should use a Modern Data Management platform that supports both offensive (e.g. improve operational efficiencies, deliver better customer experiences) data strategies, and has defensive (e.g. maintain compliance, reduce costs) data strategies built-in.

Facebook has stopped short of promising GDPR level data compliance for US users. If you are a US company, even if you have no EU data, you should consider implementing a Modern Data Management platform that gives you GDPR-ready capabilities. Imagine the branding and goodwill you’ll get with your customers when they realize that you are taking measures above and beyond (exceeding that of Facebook) to respect their privacy and data.

Finally it won’t take long for the US and rest of the world to catch up, the State of California recent enacted The California State Assembly’s passage today of the California Consumer Privacy Act (CCPA) which has many elements of GDPR. My article listed three very basic GDPR requirements, there are certainly many many more. Regardless of the solution or tool you put in place today you know that many more regulations are coming. A Modern Data Management platform does the heavy lifting for you today, and protects you into the future, allowing you to focus on your business.

Four Ways to Use GDPR as a Strategic Driver

Ankur Gupta, Sr. Product Marketing Manager, Reltio

Post May 25, 2018, per the General Data Protection Regulation (GDPR), companies with business ties to the European Union need to comply to GDPR standards. The cost of non-compliance is huge, but the regulation is meant to benefit individuals as well as businesses. Let’s look at what it can unlock for you and your brand if you approach it in the right way. What about being able to say that you are the safest enterprise in your marketplace when it comes to data? How about if you can not only reduce operational cost but can also create new revenue streams by being compliant to GDPR and other upcoming regulations?

1. Replace Legacy Systems by Future Proof Cloud-based Applications

When companies are taking steps to comply with GDPR, they are required to perform a ‘spring clean’ of their data, which can in turn lead to multiple efficiency gains. Organizing data improves the way firms carry out analytics and take business decisions. To comply with the regulation, companies must be able to illustrate the entire data flow – how data comes into the company; how they store and manage it; and how they treat it at end of life. This will encourage businesses to replace legacy systems by flexible cloud services to be more nimble and transparent especially when regulatory regime keeps evolving. In addition, most large enterprises have grown through M&A. Thus, they can look at GDPR as an opportunity to get rid of obsolete software and accelerate application retirement.

2. Gain Brand Loyalty and Attract New Customers

Companies can leverage GDPR to change the landscape from risk mitigation to improving their long-term competitive advantage. They can see early GDPR compliance as a competitive differentiator and position themselves as leaders of an emerging new normal. We trust those businesses who values our privacy beyond mere legal compliance. Thus, GDPR is an opportunity for businesses to get their data in order, get compliant and become consistently transparent with their customers. In a post-GDPR world, data sharing would be seen in the context of mutual respect and value exchange. It is an opportunity to re-connect your business with your current and potential customer base and start a new relationship based on mutual trust and responsible personalization.

3. Invest for the Future

The criticism that GDPR compliance might restrict innovations in AI ignores a subject’s right to privacy and consent. In fact, not being GDPR compliant would impose far more constraints on data collection and processing, slow down the ability to leverage innovations in AI and pay an opportunity cost such as market share losses in the future. Read this article for more details – Understanding GDPR and Its Impact on the Development of AI. In addition, in an era of data-driven innovation, business partners need to work together across the value chain. Data-driven innovation requires a clear understanding of the data to be collected and the reasons for collecting it. There are double opt-ins in such value chain: both partners need to be clear about what data they have about each other, and why. It’s very important that their data sharing practices are compliant with GDPR and other upcoming data regulations. As a first step to GDPR compliance, companies must define the scope of GDPR-relevant personal data that is collected, processed, and shared. Once a company identifies the scope of GDPR-relevant personal data, it should catalog all internal and external data sources that fall within this scope.

4. Execute A Delicate Interplay of Offense & Defense Data Strategies

In the post-GDPR era, personal data protection will become a data strategy issue. To comply, businesses need to have solid data organization and data governance in place. The GDPR gives companies the opportunity to holistically re-assess all their data, not just personal data. Data defense is about minimizing regulatory risk and preventing theft. Data offense focuses on increasing revenue, profitability, and customer satisfaction. Strong regulation in an industry (e.g. financial services or health care) would move the company toward defense; strong competition for customers would shift it toward offense. The CDOs and the rest of the leadership should see GDPR as an opportunity to establish the appropriate trade-offs between defense and offense to support company’s overall strategy. Read this blog post for more details – Is Your Data Strategy Defensive or Offensive? Why Not Both?.

Data is a company’s most important asset, and it’s constantly growing. Taking mandated compliance and turning it into an opportunity to personalize, delight and exceed customer expectations would fuel innovation reliably and responsibly.