Cloud based contact management software for Life Sciences

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[Music] hi everybody and thank you for joining today's webcast we're going to be diving into master data management for salesforce.com and talking quite a bit about viva systems and really focusing on how informatica can help drive business value in the area of crm in the life sciences and pharmaceutical organizations so i'm going to start today with the polling question how many of you uh we just want to get a sense for people on the call today to understand where you are with your software as a service application adoption we talked to companies at informatica who have are really just embarking on this journey they have no sas applications in-house yet we certainly talk to a lot of customers who have salesforce.com or viva or other sas applications that might surround that system um so one to three four to ten or over over ten cloud applications now informatica we're a company of almost three thousand employees and we have almost 100 cloud applications in our it organization so we're absolutely cloud first and increasingly we're talking to companies who are moving in this direction so just wanted to get a sense of where you are before we dive into today's discussion so today's agenda is quite rich we have josh minton is going to provide a detailed demonstration of informatica cloud for salesforce in action so you're going to see and be able to ask some specific questions for josh who is one of our primary specialists on informatica cloud mdm all about how it works and how it might help you in your organization ravi shankar is here to tie it all together to really help you understand how informatica thinks about and is implementing mdm from a universal multi-domain perspective and really tied together what you're seeing josh and i cover from a cloud mdm perspective with the broader universal mdm from informatica so that's today's agenda and it looks like from the polling questions most of you good news is nobody's at the non yet stage so you're all moving into the cloud the majority are at the one to three point and i suspect most of it is around salesforce or viva from a crm perspective and some of you are more moving into uh the next stage of four to ten cloud applications so great let's uh let's dive into uh a brief overview of informatica cloud mdm and informatica cloud in general before we hand it over to josh to uh to to show you what it all looks like so at informatica we've seen over the last few years three primary cloud data management challenges i think the first one has been the obvious one which is how to ensure that these cloud applications do not end up as disconnected data silos so we've spent a lot of time with customers helping them integrate cloud applications with on-premise systems often in a front office back office kind of use case where you're connecting say salesforce crm to sap and you want to make sure that you have things like opportunities and orders nicely synchronized the next uh the stage of uh really data management challenge that we've seen is it might even be the the first that most organizations struggle with is getting that single view of a customer even within a single org or instance of your crm environment that's really where we're going to spend their time today but i also want to let you know that informatica is is moving in into the next stage which is great we've helped our our our crm system uh get up and running we've made sure it's not a disconnected silo we're now starting to deliver a single version of our customers across crm environments or even within the single crm system the next stage we've been spending a lot of time with customers on is how do we then make sure that users are actually highly efficient and effective and we're moving more and more into process integration and process automation at informatica and josh will touch on a little bit of that in his demonstration so today's focus is clearly going to be on getting a single customer view and focusing on customer master data now i probably don't need to spend too much time uh articulating the the benefits of having a single view but i'll just do that very very quickly from what we've seen from our customers who have made this investment early on um are the right stage of adoption within crm is around increasing revenue so improved cross-sell upsells marketing campaign effectiveness conversion rates and so forth improving customer success is probably the most obvious getting that single view of your customer and really understanding how you should be interacting with them and making right the right investment decisions um as a result of having that information at your fingertips and then finally reducing risks so having credible forecasts having the ability to trust the reports and really growing in the adoption of crm now the risk that we've talked about specific to the data quality area or the data management side of things are often three-fold so first and foremost is having incomplete or inaccurate or what we talk a lot to customers about is a lot of duplicate data within the crm environment the second is then having as we've talked a little bit about already is having those disconnected systems but not only disconnected from other systems but even disconnected from each other we do talk to a lot of organizations that struggle with multiple orgs or instance of salesforce so being able to figure out the right strategy of consolidating and managing across multiple uh crm environments and many organizations actually have this as a deployment strategy where they do want independence and autonomy within specific geographies or divisions so having multiple orgs or instances of sales force isn't necessarily a bad thing and then finally josh is going to spend quite a bit of time on the hierarchy management area so informatica cloud has really evolved over the last few years where we've started of course is on the area of cloud integration so making sure that you can easily connect systems and we have a broad range of connectivity available with our cloud integration service the next layer for us is moving into cloud data quality and master data management which is what we're going to be showing you in today's demonstration and as i mentioned moving into process automation so informatica cloud is really evolved into a suite of capabilities and services all delivered in the cloud on demand and more information is available at informaticacloud.com so today's focus is really on how does this relate to life sciences and pharmaceutical companies so we wanted to provide you with a brief overview of informatica cloud mdm and walk through at a high level what a typical implementation will look like before we show it to you in action so the first thing you should know about informatica cloud mdm is it is built natively on the force.com platform so we decided and we saw that there was really a need to from a customer data perspective to have a native system native mdm option that's available to run right within your crm environment so to be able to duplicate the the health care professional or the health care organizational data right within where your users are working to prevent duplicates at the point of entry and get that single view across your crm environment so this is what informatica cloud mdm is is enabling for our customers um and you're gonna i'm just gonna walk you through a typical kind of deployment before i hand it over to josh to show it show you informatica cloud mdm so we're seeing three interesting use cases starting to emerge in the area of life sciences and pharmaceuticals in particular so one as i briefly mentioned is a regional type of deployment where you're deploying informatica cloud mdm locally but you're consolidating globally you're building regional hubs potentially out for specific uh regions or geographies that may be outside of the u.s and we've seen organizations deploy crm and give them certain level of autonomy say in latin america or to mia but making sure that it all ties back to the customer customer master data and product master data in the hub which which ravi will talk about from a universal mdm perspective the second is an area of affiliations being able to track your heos and http relationships across all systems and then be able to elicit feedback and engage with the field and josh will speak to that from a hierarchy perspective in this demonstration and then finally of course data data quality so having a point of entry management capability for all your users and ultimately improving the reporting and decision making so these are three use cases we're seeing emerge for informatica cloud mdm which really ties back to how you can deploy cloud mdm in conjunction with your multi-domain nvm from informatica so what does that mean from a process flow so here we're going to go through your cleanse integrate enrich consolidate relate and extend this is a typical type of implementation so first of all is cleansing is sealing off the points of entry validating addresses we have the ability to validate and cleanse addresses from over 260 global address databases and directories i'm all having this done natively within the crm environment so your users don't have to go to another system to get that that single version of the truth the second is on integration of course being able to connect to multiple systems both other cloud apps and on-premise systems and i should mention that informatica cloud has been recognized five years in a row by salesforce customers as the number one data integration solution on on app exchange something we're very proud of the next step would be being able to enrich your data being able to bring in the hierarchies and have it really giving that golden version of customer data within again right where the users are working but also to be able to bring in third-party data so augmenting your existing system with customer data from other sources then we've talked briefly already about consolidating across multiple systems this may not be something your organization is dealing with it really depends on on the deployment model and the history you have with uh with crm within your organization being able to relate advanced higher account hierarchies uh being able to model model more robust relationships and then import relationships from other systems into that crm view for your users and then the last two which is then really important from an operational reporting perspective is tying this all back to your dashboard being able to engage your dashboards and work with dashboards at any level of the hierarchy which which ultimately will drive best practices and innovation across geographies and brands and then we're talking to a lot of customers about that next mile which is extending the force.com platform and getting into uh being able to work with social sources uh all without having to write code i'm doing it natively on the uh within the crm platform again taking advantage of of force.com and really maximizing overall return on investment from crm so that's a brief overview from a process flow and specific capabilities perspective but now i'm going to hand it over to josh to really show you what this all means from a an end user perspective excellent thank you darren and hello everyone thanks for joining us today i'd like to walk everyone through the architectural and functional overview of the cloud and bm product my heritage is with salesforce itself i've been working on that platform for about 10 years now and in particular i've been working with the cloud and vm products for about the last year and a half so i have quite a bit of the experience working with this product and implementing it and i do have a couple pieces of slides that we'll walk through here a couple things to note about this product one primarily is that it's built right on force.com technology that means it's native to salesforce or viva or whatever isv application you're installing it in uh i mean it's a managed package you it on your particular org it's composed of apex code visual force custom objects everything you would expect when you download something off the app exchange and it is managed by informatica the second thing is cloud mdm deploys a complete business logic package inside of the force.com environment and we do this within a unique data space that's created by the system uh we can consider it a staging environment if you will and all of the behavior of that that business logic is configurable completely within the force.com application and i'm going to navigate over to an actual salesforce org here into the background and i'm going to click on the schema builder here what we're looking at is an actual salesforce.com org but viva of course being an application built on force.com is composed of the same essential skeletal framework here what we're looking at is the three standard customer objects in salesforce lead contact account the account object was always intended to be a global view object so i can go to any account record and gain visibility into these secondary objects like contacts opportunities etc as well as the tertiary objects to hang off of those like activities so i could go to any of these account records and get a nice roll up summary of all of that information plotting dm when it creates that unique data space as i zoom out here you may notice that we have two custom objects that hang under the surface here this these are the two primary objects that create that unique staging environment data space and we call them the bean and the master beam the bean has nothing to do with java beans if you're a developer it's just a name for a generic holder of data in the system and it doesn't matter whether the data is contact information cloud mdm makes no distinction between leads and contacts and sales force they're all just people so we call them all contacts or if it's account information custom object information any third party or backend data so if you purchase marketing lists if you have a relationship with a third party data provider those types of relationships those can all be defined as separate data sources of bean these beans are then poured through a probabilistic fuzzy matching engine that is completely configurable within this application and they are aggregated underneath common master records that we'll call the master beam those master records are then intimately associated with that single global view object on the system and so quantum dm comes in to effectively create a three-tier data mastering structure directly inside the force.com application which is completely configurable to your specific business use case so as i close this down i'm going to pop back to slideware for one brief moment and this screen shows uh basically a blowout of what we just looked at with that relationship diagram up at the top here we've got leads contacts accounts and custom objects in force.com and then we've got in light green the functionality the attributes of a system that all force.com customers enjoy whether that's the analytics package uh apex code etc the web services api which ties into the integration piece in yellow though we have what cloud and vm brings into forest.com that never existed before so we've got that data space the staging environment we've got the complete business logic package that includes the fuzzy matching engine the duplicate remediation tweaking the performance settings and then of course the consolidation and enrichment up to that single view of the customer and then we reach down into that matching logic criteria and we can bring that up to the surface so we seal off the entry points of new data being entered by users whether it's entering a lead contactor account or actually converting leads over into contacts and accounts which is traditionally a very risky area of moving data using standardforce.com functionality this next slide is going to walk us through the process on a conceptual level so down here at the bottom we have three data sources oracle ebusiness we have done in bradstreet in the middle and we have a force.com account record over here on the far right and you'll notice that the contact information is very similar for each of these records and also at the very bottom they each have their own version of a hierarchy so this is actually really important as we compare these first two bean records down here they have a similarity score of 92.72 if we assume that we've put a threshold in place of 90 points that says anything that meets that threshold or goes above it is going to be aggregated underneath its own master record and then we can apply consolidation logic on top of that so i may want to take the account name from oracle e-business and i want to may take all the address information here from dun and bradstreet and i want to consolidate that information to a master view up here on my master record and then if we take a look and see what the next comparison is obviously below that threshold as we compare beam three to beam one sixty three five five and as we compare beam three to be two it's also below that 90 point threshold so it's going to get its own master record so all this is taking place under the surface of where your users are engaging with your customer records from their point of view they are engaging unique account records that have now been verified and justified underneath the surface by all of this governance and data mastering that you've done under the surface the final stroke here is being able to reach all the way down through that three-tier structure to each of those data sources of staging data that those beams and to reach into there and grab the hierarchy information and as long as cloud nvm has two attributes of data for each of these bean records that is an external id within a hierarchy and a parent id within a hierarchy it can extrapolate what the ultimate parent is in that relationship and with those three attributes of data can triangulate and place each of these accounts in a more complex structure and allow the users to indeed navigate between those lenses of cluster relationships with with accounts so let's take a look and see what this is like in the actual application so i'm going to navigate to an account record in the database here let's take a look at the first one and the first thing we want to do is surface up these these potential duplicates to our users either directly through the user interface or we want to offer them up to a scheduled batch job to go ahead and run and mass auto merge as i navigate down this page layout you'll notice that we've actually got a nice table here where cloud mdm has flagged three records as a potential duplicate chain not only the record i have in focus on the screen but also these two that are listed in this table so cloud and dm executes standard salesforce merging behavior it's a great example of how building a master data management strategy on the force.com platform can utilize just standard functionality of the product and i as a user assuming that i have the permission set to merge these records uh also very important cloud nvm works completely off the force.com security model so if i don't have the create read update and delete permissions to merge these records together obviously cloud mdm is not going to supersede that but i do in this case so i'm going to go ahead and merge these and just like any standard salesforce merge i have field level granularity as to what field wins out in this merge i'm just going to go ahead and merge it as is and as i navigate back to this record you'll notice no more duplicates found if i already do a search up here for this account in the global search only one account would show up but when we talked about that three-tier data mastering structure cloud mdm has actually brought a brand new point of leverage into force.com so i'm going to click this consolidated view button and get a direct vision into what that three-tier structure looks like so up here at the top i have the account information in this top band then i have the master record or master beam information and the secondary band and down here beneath the surface three levels deep i have all the complexity of that staging data and you'll notice all the multiple different data sources we have down here as well also three accounts three of those are account records and only one of those is associated to an actual account in salesforce so what's happened is when we merge those other two losing account records together just like any standard sales force merge the related records to those that means opportunities contacts cases including the beans by the way are all stripped from those losing account records and re-parented underneath the survivor those two losing account records are sent off to the recycle bin but we retained the beams that were related to them the staging records that were related to them as a snapshot of that master data prior to the merge and that just flows right along with with the standard merge behavior so i can go back to these original beams down here and indeed use those as a point of reporting retention uh if i wanted to create new account records from those i could but more importantly from the data integration standpoint it's a brand new piece of leverage in the database so typically if we assume that we have a daily integration going on with some back-end system let's say it's sap for the point of argument every night it's going to perform what salesforce calls an upsert operation so it's looking for a unique external id from sap on the the account record in salesforce if it finds it it pushes updated information to that record if it doesn't find it it inserts a new record so that's one pass called an upsert if i just went through an extensive cleanup process and merged all my duplicates in salesforce tonight that sap job is going to go right back in there and dump those dirty duplicates into my account object with cloud and vm however we can actually subvert those integrations down to the complexity of this staging environment area and they don't break after we've cleaned up the data indeed you can look at this as a river of data that continues to flow underneath the surface of where your users are working at in salesforce and this ocean of complexity allows you to define the consolidation logic that will bring up the best elements amongst all the striation of data to this single view of the customer bringing you a consistent clean duplicate free enriched version of this customer close out of this obviously managing duplicates manually by merging these records is not the most efficient and effective way to do it cloud mdm actually offers up the ability to go ahead and mass merge those once you've got the system calibrated and you have a nice stewardship process in place and we'll talk about that in a moment we also want to extend that capability to users entering the data so i as a sales user by coming here to enter a new account record i'm going to misspell it as many users do but i want to force them through that same exact fuzzy matching process so based off of a misspelled account name cloud and vm actually allows you to define the behavior for null fields when users don't enter information how do you want to treat that as an exact match as a potential half match you control that that behavior completely in this case we've got 100 percent null behavior on all these fields so it's bringing up anything that could be close as you see there's a bunch of different ones down here in the staging area but for our purposes we want to drive users to existing records in the database and that's exactly what we have done effectively here so my user would be forced to navigate to this record that they found in the database you can also extend the ability for specific users to bypass this entire process and then go ahead and ignore and create this record anyway even though there's a potential flag for a duplicate and those would be your data stewards or system admins people you trust with your data quality so i'm going to go ahead and navigate to the single view of this customer we just created and you'll notice as i scroll down the page here that we actually have two contact related lists here one of them is leads in salesforce traditionally leads are very difficult to associate to accounts but because cloud mdm executes under the surface of the database it makes no distinction between leads and contacts they're just people once we've made those connections through that fuzzy matching engine we can then surface those results up on both sides thereby filling that gap that's always existed in the native salesforce.com platform so here we have a potential duplicate here obviously a different company very very related similar and notice as i navigate to this particular lead the company name is different than what the account name was we just looked at so what happens in a standard salesforce conversion notice we have a two convert buttons here one of them is standard salesforce and the other is our cloud mdm conversion normally in an implementation we would remove the salesforce version completely but this is a demonstration we want to show the difference so if i'm a standard user trying to convert this with normal behavior it's going to do one of three things it's either going to not read that as a potential duplicate and have me create and bifurcate this account and contact in the database and that's fairly typical it's uh going to find the connection which happens about 30 percent of the time or even worse when i click this drop down i'm going to get 10 to 15 maybe more choices to choose from and no user can be expected to make an intelligent decision based off of an account name for that so what crowd mdm offers is to execute that fuzzy matching process at the point of conversion and based off of configurable matching logic always find the correct answer and put it in there as as first and find the correct contact and put it in there is first so now we also have visibility into the other related information as well as the standard behavior when converting these these leads in contact so we sealed up that entry point filled in that gap and that generally makes the marketing and pre-sales area very very happy and here we are back on the single view of the customer so now let's talk about the fuzzy matching process cloud and dam actually offers you a data stewardship tool we call it the fuzzy matching tab and with this you can compare any two records whether they're the standard customer records or any of those staging records or master records and you can compare those using whatever the configured business logic is at the time so as we look at two very similar account records here pick this one we can see exactly why cloud mdm made the determination that these were indeed duplicated records so first of all we have a total score up here and then we have that configurable threshold and just as we saw earlier we've configured this one to be 90 points to determine when there's a duplicate in the first column here are the fields being compared in the fuzzy match and columns two and three there we've got these values inside those fields for each of these records column four is a pure similarity score so you'll notice that acme brick is 54 similar as acme bricks supplier and then in the spit column is really where we exert our control and we define exactly how valuable each of these field comparisons are in determining an overall match between these records we put a 75 point weight just on the company name alone that would be significantly contributing to the threshold up here this is exactly why we have the fuzzy match so 54 of 75 points is 40.5 and that computes our weighted score now we have we do have the ability to put in a hard breaker we call it so we can come to any of these field comparisons and if we put a 200 weight score in there that tells cloud and dm if these two values when compared are not a 100 match i want you to make this score zero and move on to your next comparison it allows you to create intended silos of duplication based on these hard yes or no checks beyond this it's all simple math we summarize the weighted score it equals this amount if it meets or exceeds this threshold cloud and mdm will create a holding record for these and they look like this very simple very simple very sparse information we've compared these two accounts with this score and you have three options here you can choose to ignore this duplicate pair if i if i check that cloud mdm will never compare those account records together again and it will never auto merge those a user of course can go in and merge those if they have the permission set the cloud and vm will not uh if we automate that you can toggle which one is the master record or you can create your own fields like i have here which flag this for steward review now what this means because this is a standard custom object in salesforce is it's now opened up to point and click workflow configuration more advanced apex work or as i'll show you in a moment you can use third-party tools such as the business process management cloud extend application that informatica sells as well so i could very easily go in and build out a process that says anything below the score of 90. i want you to check ignore duplicate move on anything above 100 leave it alone and auto merge it there's a delta between 90 and 100 though maybe check this flag for steward review and check ignore duplicate and assign a task to my data steward or my queue of data stewards to go and review that so i can always have a gray area where my human user can go in and make a determination now taking that one step further if we look at a product like cloud extend inside the application this allows you to build a very beautiful very easy point and click process management and of course extends to cloud mdm as well so we can come in here and review some of these duplicates as they are in place make a determination yes those are d duplicates move through that list and it holds all of this information in state so if i wanted to go back at any point it hasn't committed to the database so it's a very nice easy point-and-click workflow and of course does much more than just the duplicate review process but i thought it would be applicable to show during this demonstration so we've cleaned up all the data in the database that's the basic blocking and tackling of what you have to do before you build out an actual master data strategy and in this particular example we've brought multiple different data sources into that staging area done in bradstreet we have some oracle e-business accounts that we brought in there as well address doctor we've used to run all of our addresses through postal standardization so this is an example of the point and click one i click that it makes a live web service call out and uh you know 250 plus countries completely standardized ing to the way that you would do if you were to send it to the post office and get their best view of course all that data quality adds to the value of the fuzzy matching as well but for our purposes we want to bring in latitude and longitude from address doctor the duns numbers and naics code from the done in brass street and we want our erp ids coming from our backend oracle system traditionally this is also a very messy process if you're trying to do this directly on the account object cloud nvm fortunately once it's configured makes this very easy so as i click into the consolidated view here we again get that visibility into that three-tier structure and you'll notice under the surface here that we actually have oracle eloqua we've got eds done in brass street all of that information has been brought into the staging environment and cloud mdm allows you to prioritize on a field by field level on a data source by data source level exactly where the most valuable attributes of this data lies across this striation you've got down here so when the consolidation logic runs you'll notice we have null information here on the master record and when the consolidation runs either by a user clicking the button or we schedule tasks to be run it brings that information up and masters it to a consolidated view which then can turn around and enrich that single view of your customer so no matter how your users are engaging your information through the user interface over a website through your iphone ipad whatever that is this information is going to be ready and prevalent and apparent to them as soon as they log in and look at that and the final piece of cloud mdm involves hierarchies so i think we walked through earlier on as long as we have a unique external id a unique parent id per each data source cloud and vm can extrapolate who the ultimate parent is and then lay these over into their own version so as i scroll down the page you'll notice we have a nice section here for hierarchies and as i click this drop down not only am i looking at the standard salesforce account structure i can edit this as well so if i'm a user that has the permission set to do this i can easily click edit hierarchy do a nice fuzzy search add in any accounts that i see fit and you'll notice that it will pop in as a node under here i will save that navigate down stand it out you can see i've actually added that and when i navigate to this record you'll see that it caught in me and that bottom beam has actually enforced that relationship in salesforce uh but beyond that more importantly the ability to ingest and automatically uh remediate these hierarchies is an enormous boon so as i navigate to just done in brass review and expand that out you'll notice that we can get really really complex i mean multiple thousands of levels deep here in terms of these hierarchy nodes which goes well above and beyond what salesforce can do standardized but more importantly we can drive aggregated information based off of these particular lenses so here when i click show details i can see at a glance all of the opportunities leads contacts that are available through this particular lens of customer and this isn't on an automated feed so assuming that i've set up the integration to continue to push updated information into my staging environment it's always going to be accurate up to date here at the top and as i navigate to my oracle view this may be a structure that's managed on the back end but which i can also keep up to date and of course drive aggregated information based off of that as well so cloud and vm offers complete data management capabilities for all of your more advanced hierarchy needs and then of course you can use that information to drive analytics to push into other platforms environments and to expose throughout your entire organization once it's been mastered here and that essentially is the functional and architectural overview of how cloud and vm works darren i'll pass it back to you now excellent uh ravi shankar is has been leading a lot of informatica's core mdm initiatives for for some period of time and he can provide a brief introduction into his area of focus but a lot of the questions have been coming in around how what you've seen today from josh on the cloud mdm side very specific to salesforce and viva and how that relates to the broader multi-domain or universal mdm from informatica so ravi why don't i hand it over to you and you can really answer some of these questions and take us through the broader informatica perspective on mdm sure thanks daryn um so just as a introduction my name is ravi shankar i run the product marketing for mdm here at informatica i came through the siberian acquisition which is now branded as the informatica mdm now uh preface here this is specifically for the pharma and life sciences which is where siberian was very successful and a number of customers using our siberian slash informatica mdm for managing uh multiple domain data within uh their enterprise connecting to salesforce connecting to viva in addition to a lot of other crm applications and back office applications uh so given that scenario what i wanted to kind of explain to you is the benefits of how the cloud mdm that is very specific native to salesforce and viva integrates with the on-prem informatica mdm and provides the sync across both of them so the cloud mdm on the left side is what you heard just now which is very specific and native to salesforce and the multi-domain mdm is the informatica mdm which is very generic has a flexible data model and it is can be used in a very broad context across operational use cases and also analytical use cases taking the data from the mdm uh for sales and reporting into data warehouse bi and so on and it is hosted or or it is available on-prem within your four walls and it is it is broadly used right now so the way uh informatica multi-domain mdm works with the cloud mdm is to provide a holistic view across all types of data so you have the cloud mdm that is very specifically focusing for doing the point of entry uh deduplication and managing the data just within that particular interface for your sales and marketing and customer service users and it provides the best value of customer data within within that environment now the multi-domain mdm holds not only the hcp the healthcare professional the healthcare organization data but it also holds other types of data such as your product data your location data and so on um and it integrates with third-party application third-party data coming from ims or ama and also to several of your applications now um by having the multi-domain mdm in the next slide i will talk about how we do it under the covers but the integration between cloud mdm and multi-domain mdm provides one in the cloud mdm very specific use case within salesforce and the multi-domain very broadly within the enterprise expanding it to multiple domains and the cloud mdm sensor has already mastered the data and it has standardized the data when you feed the data back into the multi-domain mdm for the broader enterprise use you're passing on better data so you're accelerating the congestion of the the hcp or the hits your data into the multi-domain and making that broadly available to other applications to other data warehousing or business intelligence systems so uh and also since the cloud mdm has already duped the data uh the value that it brings to the multi-domain is that there is no more a lot of matching that is required to be done on the multi-domain side so it really in just the data masters it and and it uses it so you essentially you're mastering the data in one of the systems and you're making that available in another mdm system the hierarchies that you saw within the cloud mdm that josh showed are very specific to the accounts uh leads uh hierarchies within the multi-domain you hold much more broader uh hierarchies across multiple domains so the customers type the products to locations and so on now within salesforce while you're viewing the the account hierarchy we also have the capability to display the broader multi-domain relationships and hierarchies so we as you open an account as you open an opportunity you can see uh the account hierarchy like the geico example that you saw but also within that particular record you can see which hospitals are they tied to which locations are they practicing in so you can see a lot of other sphere of network influencers those kind of information right within the sales force and or your viva systems and we enable that to a technology called the data controls so how we do it under the covers we have four specific capabilities at the uh the bottom level is the universal services that attributes to the universal mdm uh which is the concept that i talked about in the previous slide connecting the cloud mdm to the multi-domain mdm under universal services we have platform services such as your data integration your data quality your data synchronization and federation that actually orchestrates the data between the source systems between salesforce and the mdm system and you can do it in any modality you can do batch real-time messaging and so on and also connected as the metadata the business glossary and the data quality for cleansing profiling and added standardization now between the cloud mdm and the and the multi-domain mdm uh true to the concept of your master once used anywhere you we are sharing the common uh the model that is within the sales force and the model within the multi-domain we can exchange the information across those two two models uh the history and lineage information that is stored within the multi-domain can be made available this you're bringing the data from the cloud mdm into the multi-domain uh and the under rules um we are integrating the matching engine between the two products so once you master it in the cloud mdm the same matching rules apply within the cloud within the multi-domain mdm as well so it can be readily used so like this there's a lot of integration that is readily exist between the two products that you can that provides a lot of out-of-the-box energy and from uh the governance level you have common components uh from a user interface like the data controls that i talked about that can be projected within salesforce uh the workflow that i talked about uh that josh actually demonstrated within the within the salesforce the same uh on-prem component is available within the multi-domain mdm so it shares the same kind of rules information the hierarchies that are being exchanged between the cloud mdm and the multi-domain mdm so there is a lot of there are a lot of synergies between the two and we are kind of orchestrating that on a backbone between the uh between the cloud mdm and the multi-domain mdm and we have and we are providing uh synchronous data across the two systems great thanks for the overview and update ravi so that really takes us to the end of today's presentation and we really want to just wrap up with a few next steps for you all hopefully you've gotten a good understanding of informatica cloud mdm for salesforce and how informatica cloud mdm fits into our broader universal mdm strategy and solution set so next steps as we see it are really to first of all help us understand your use case you might have a regional mdm uh requirement where you want to deploy locally and consolidate globally you may have in pharmaceuticals and life sciences an affiliation use case where you're looking to track hcos and hcp relationships across all of your systems and really give your users that single view that they need to be more productive and then finally like any crm customer we've ever worked with you may be challenged with some degree of data quality how do you make sure that you don't have a garbage in garbage out situation and one area to think about beginning is either an area of deduplication or point of entry management across all of your devices and systems so that's an overview of informatica cloud mdm and hopefully you found this useful to help you think about accelerating your crm success in the pharmaceuticals and life sciences industry but also for anyone looking to really get the most out of salesforce and you can find out more about our salesforce solutions on the app exchange you can get look into demos and overviews of informatica cloud mdm you can take a look at our data loader for salesforce our salesforce integration we also have a point of entry application as well as our cloud extend solution for process automation so thank you all for joining and we look forward to working with you