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Marketing & Value of Meta Data
Presented: January 9, 2006
By: Andrea Malick
To: IRMAC Meta Data SIG
Contents
• Context: CTC’s meta data environments
• Focus on Enterprise meta data (BI environment)
• Marketing meta data - What works
• What doesn’t work
• Who at CTC cares about meta data?
• Key takeaways
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Context: CTC’s meta data repositories
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Focus on Enterprise meta data (BI system)
DATA STEWARDSHIP
IT Supported
Applications
Enterprise Analytical Data Model (EADM)
Data Sources
Business
Supported
Applications
Data Sources
3rd Party
Applications
Metadata
Repository
Data Quality
Data
Integration
Operational
Data Store
Data
Mart
Enterprise Data
Warehouse
Data
Integration
Data
Mart
Data
Mart
Data
Mart
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Data Extraction
Data Sources
SECURITY
BI Competency Centre
Common Tool Suite
Canned
Reports/
Queries
Score
cards
Online
Analysis
Data
Mining
Information
Downloads
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Marketing meta data -What works
 Shop it around, have a short hand-out in your pocket, establish a presence
 Communications plan / consultant
 Make meta data easy (e.g., standardized templates, procedures)
 Educate, use easy non-IT language, start with context
 Have an enterprise vision, but implement in phases
 Embed meta data requirements in existing familiar processes (e.g., SDLC)
(Becomes just a part of the routine)
 Be aware of / attach yourself to key business initiatives & their pain points
(Meta data proves its value best during real-life transitions and changes)
 Set up formal ongoing process for meta data management work
(e.g., regular weekly meetings, sub-committee)
 Make meta data a part of data stewardship / ownership responsibilities
 Provide real examples of cost & risk of not having good meta data
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Marketing meta data -What doesn’t work
 Meta data management as IT-driven
 Big bang approach
 Tackling meta data initiatives without formal project resources
 Relying on technology as the answer to all your meta data problems
(Better to focus on process and organization than software)
 Having multiple meta data efforts going on around the enterprise
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Who at CTC cares about meta data?
 Data Stewards / Owners !
Transition of ownership from IT to business means they will need to start to
understand their data
 CEO/CFO Certification projects
Meta data is the key to documenting classifications required for certification.
 Project managers / teams
No sign-off on project proposals until meta data and data integrity
considered.
 Business sponsors / Decision makers
Systems have made more and more business intelligence available to more
people -- even more argument for the descriptive meta data that will help
them make sense of it all.
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Key takeaways
 Accountability for data
 Business driven
 Real solutions for real pain points, especially regulatory ones
 Can demonstrate value without expensive software
 Communicate & educate ongoing
 Make meta data an easy but integral part of the routine
 One visibile centre of meta data expertise
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