Project Architecture Background

Origin of the strategy

CLIENTs CRM processes were

documented by the Data
Domain in 2004 with the
introduction of the Conceptual
Business Framework
Defining major components for
closed loop CRM
Derived from industry research,
internal expertise and existing
business practices

The framework was the starting

point for the creation of the
Customer Information
Management (CIM) Strategy

2
Decomposition of the strategy

3
Summary of strategy
Enterprise Analytics
Business Intelligence Platform
Data Profiling
Extract, Transform, & Load
Marketing Services
Campaign Generation
Outbound Marketing
Prospecting
Reporting Tools
Analysis
Dashboards
Interactive & Static Reports
Statistical
Data Sources
Systems administered by the Sales Solutions Business Operations
Programme Steering Committee Channel
Resource Management
Product Transaction

4
One Project Business Intelligence
Approach
Summary of product strategy

Build an business intelligence platform, using current Group

standards, that enables Enterprise Analytics. The platform
must enables:
The move from product-driven approaches to customer
centric methods of doing business
Gaining access to better information
The implementation of tools that allow for the leveraging
of knowledge to improve customer interactions
Establishing a culture that prepares and rewards
employees for successful interactions with customers
The retirement of old, non-R2 compliant data sources

6
Goal of product suite

To support the overall CIM strategy and SWH engineering

principles, by
Adopting the consistent use of core standards and
processes (e.g., data models, metadata, R2 technologies)
Facilitating shared information access to support
individual lines of business as well as regional and
enterprise users
Being independent of specific front or back end
operational systems (i.e. a standalone warehousing
solution)
The challenge is not purely technical this effort requires
management vision and skills capable of driving a
knowledge-led business strategy

7
Vision of product suite

Customer Product
Transaction

Channel / Event
Mgmt

People Analytics
T.B.D.

8
Conceptual Architecture

Customer, Product &

Transaction Data Incl. (not
(not
limited to)
to)
- Core Banking
Customer, Product & Transaction - Commercial Banking (CMB)
Common

- Credit and Risk

Data

- Consumer Finance
Channel & Event - Credit Cards

People Channel Data Incl. (not

(not
limited to)
to)
- Channel Metrics: call centre,
internet & other channels
- Channel Activity: logons, calls,
web metrics
- Sales and Leads
Regional Regional
C&R CMB Other
Layer
( Extended ( Extended ... ( Extended ... Layer
( Extended ( Extended
Well ) Well ) Wells )
Well ) Well ) People Data Incl. (not
limited to)
- Staff information
- Performance Matrices
Common Data / Subject Areas - Career and Training
- Involved Party,
- Customer
- Location,
- Product
- Event etc

9
Scope of product suite ( ~2 years )
The Project vision initially supports three base analytical
data sources, but ultimately will facilitate the creation of
extended wells for detailed analytical processes (e.g.,
warehouses specific to Credit Risk or Marketing)

Module Scope Current Status

Customer / Product / Customer, product/account, ver1.6 available in OHGS 1.0

Transaction Data transaction data With ongoing development

Channel / Event Data Channel activity and usage Initiated, multiple key
data such as key events, core deliveries targeted
metrics, etc. throughout 2009

People Data Staff information, including Piloted in NA and being

career and training packaged for general
availability

10
Current State Project Conceptual Architecture

Cross Reference Area, Common Master Data Cross Reference Area, Common Master Data

Customer, Customer, Product

Product & Channel People & Transaction Channel People
Transaction

C&R CMB Other C&R CMB Other

(Extension (Extension (Extension (Extension (Extension Well) (Extension
Well) Well) Well) Well) Well)

Local Additions (extension to OHBI)

11
Future State Project Conceptual Architecture (CPT -> PT)

Cross Reference Area, Common Master Data Cross Reference Area, Common Master Data

Product & Product &

Transaction Channel People Transaction Channel People

C&R CMB Other C&R CMB Other

(Extension (Extension (Extension (Extension (Extension Well) (Extension
Well) Well) Well) Well) Well)

Local Additions (extension to OHBI)

12
Appendix
project End to End Logical Architecture

14