Presentation by Chris Bradley, From Here On at the joint BCS DMSG/ DAMA event on 18/6/15. YouTube video is here • “In our division any internal unit we cross charge services to is called a Customer” • “Marketing call Customers Clients”  • “Sales refer to Prospects and Suspects, but to me they all look similar to Customers” • “We have “Customers” who’ve signed up for a service even though they haven’t yet placed an order – it’s about the Customer status” This is by no means an unfamiliar dialogue when trying to get agreement on terms for a Business Modelling or Architecture planning exercise.  There’s no point in trying to define business processes, goals, motivations and so on unless we have a common understanding on the language of the things we’re describing. Since Information has to be understood to be managed, it stands to reason that something whose very purpose is to gain agreement on the meaning and definition of data concepts will be a key component.  That is one of the major things that the Information Architecture provides.  At its heart, the Information Architecture provides the unifying language, lingua franca, the common vocabulary upon which everything else is based.  Each other modelling technique within the complimentary architecture disciplines will interact with each other, forming a supportive; cross checked, integrated and validated set of techniques. Furthermore. the way in which data modelling is being taught in many academic institutions and it’s perception in many organisations does not reflect the real value that data models can realise.    Information Professionals must move away from the DBMS design mentality and deliver models in consumable formats which are fit for many purposes, not simply for technical design. This talk emphasises the role of Information at the heart of all Enterprise Architecture disciplines & how well formed Information artefacts can be exploited in complimentary practices.

1. P / 1
Information is at
the Heart of ALL
Architectures
B C S D A M A “ I N F O R M A T I O N T H E
O R G A N I S A T I O N A L E N A B L E R ”
J U N E 1 8 T H 2 0 1 5 – L O N D O N
C H R I S T O P H E R B R A D L E Y

2. P / 2
Christopher Bradley
Blog: Information Management, Life & Petrol
http://infomanagementlifeandpetrol.blogspot.com
@InfoRacer
uk.linkedin.com/in/christophermichaelbradley/
Christopher Bradley
Information Management Strategist
T: +44 7973 184475
chris@chrismb.co.uk

3. P / 3
Christopher Bradley
Chris has 34 years of Information Management
experience & is a leading Information Management
strategy advisor.
In the Information Management field, Chris works with
prominent organizations including HSBC, Celgene, GSK,
Pfizer, Icon, Quintiles, Total, Barclays, ANZ, GSK, Shell, BP,
Statoil, Riyad Bank & Aramco. He addresses challenges
faced by large organisations in the areas of Data
Governance, Master Data Management, Information
Management Strategy, Data Quality, Metadata
Management and Business Intelligence.
He is a Director of DAMA- I, holds the CDMP Master
certification, is an examiner for CDMP, a Fellow of the
Chartered Institute of Management Consulting (now IC) a
member of the MPO, and SME Director of the DM Board.
A recognised thought-leader in Information Management
Chris is the author of numerous papers, books, including
sections of DMBoK 2.0, a columnist, a frequent contributor
to industry publications and member of several IM
standards authorities.
He leads an experts channel on the influential
BeyeNETWORK, is a sought after speaker at major
international conferences, and is the co-author of “Data
Modelling For The Business – A Handbook for aligning the
business with IT using high-level data models”. He also
blogs frequently on Information Management (and
motorsport).

4. P / 4

5. Recent Presentations
DAMA UK Webinar: June 2015; “Data Modelling” Disciplines of the DAMA DMBoK”
PRISME Pharmaceutical Congress: May 2015, Basel, CH; “Building & exploiting a Pharmaceutical
Industry consensus data model”
MDM DG Europe (IRM): May 2015, London; “CDMP Examination Preparation” & “Data Governance
By Stealth?, Can you ‘sell’ Data Governance if the stakeholders don’t get it?”
DAMA UK Webinar: April 2015; “Master & Reference Data Management” Disciplines of the DMBoK”
Enterprise Data World: April 2015, Washington DC USA; “Data Modelling For The Business” and
“Evaluating Information Management Tools”
DAMA UK Webinar: February 2015; “An Introduction to the Information Disciplines of the DMBoK”
Dataversity Webinar: February 2015; “How to successfully introduce Master & Reference data
management”
Petroleum Information Management Summit 2015: February 2015, Berlin DE,
“How to succeed with MDM and Data Governance”
Enterprise Data & Business Intelligence 2014: (IRM), November 2014, London, UK “Data Modelling 101
Workshop”
Enterprise Data World: (DataVersity), May 2014, Austin, Texas, “MDM Architectures & How to identify
the right Subject Area & tooling for your MDM strategy”
E&P Information Management Dubai: (DMBoard),17-19 March 2014, Dubai, UAE “Master Data
Management Fundamentals, Architectures & Identify the starting Data Subject Areas”
DAMA Australia: (DAMA-A),18-21 November 2013, Melbourne, Australia “DAMA DMBoK 2.0”,
“Information Management Fundamentals” 1 day workshop”
Data Management & Information Quality Europe:
(IRM Conferences), 4-6 November 2013, London, UK
“Data Modelling Fundamentals” ½ day workshop:
“Myths, Fairy Tales & The Single View” Seminar
“Imaginative Innovation - A Look to the Future” DAMA Panel Discussion
IPL / Embarcadero series: June 2013, London, UK, “Implementing Effective Data Governance”
Riyadh Information Exchange: May 2013, Riyadh, Saudi Arabia,
“Big Data – What’s the big fuss?”
Enterprise Data World: (Wilshire Conferences), May 2013, San Diego, USA, “Data and Process
Blueprinting – A practical approach for rapidly optimising Information Assets”
Data Governance & MDM Europe: (IRM Conferences), April 2013, London, “Selecting the Optimum
Business approach for MDM success…. Case study with Statoil”
E&P Information Management: (SMI Conference), February 2013, London,
“Case Study, Using Data Virtualisation for Real Time BI & Analytics”
E&P Data Governance: (DMBoard / DG Events), January 2013, Marrakech, Morocco, “Establishing a
successful Data Governance program”
Big Data 2: (Whitehall), December 2012, London, “The Pillars of successful knowledge
management”
Financial Information Management Association (FIMA): (WBR), November 2012, London; “Data
Strategy as a Business Enabler”
Data Modeling Zone: (Technics), November 2012, Baltimore USA
“Data Modelling for the business”
Data Management & Information Quality Europe: (IRM), November 2012, London; “All you need to
know to prepare for DAMA CDMP professional certification”
ECIM Exploration & Production: September 2012, Haugesund, Norway:
“Enhancing communication through the use of industry standard models; case study in E&P
using WITSML”
Preparing the Business for MDM success: Threadneedles Executive breakfast briefing series,
July 2012, London
Big Data – What’s the big fuss?: (Whitehall), Big Data & Analytics, June 2012, London,
Enterprise Data World International: (DAMA / Wilshire), May 2012, Atlanta GA,
“A Model Driven Data Governance Framework For MDM - Statoil Case Study”
“When Two Worlds Collide – Data and Process Architecture Synergies” (rated best workshop in
conference); “Petrochemical Information Management utilising PPDM in an Enterprise
Information Architecture”
Data Governance & MDM Europe: (DAMA / IRM), April 2012, London,
“A Model Driven Data Governance Framework For MDM - Statoil Case Study”
AAPG Exploration & Production Data Management: April 2012, Dead Sea Jordan; “A Process
For Introducing Data Governance into Large Enterprises”
PWC & Iron Mountain Corporate Information Management: March 2012, Madrid; “Information
Management & Regulatory Compliance”
DAMA Scandinavia: March 2012, Stockholm,
“Reducing Complexity in Information Management” (rated best presentation in conference)
Ovum IT Governance & Planning: March 2012, London;
“Data Governance – An Essential Part of IT Governance”
American Express Global Technology Conference: November 2011, UK,
“All An Enterprise Architect Needs To Know About Information Management”
FIMA Europe (Financial Information Management):, November 2011, London; “Confronting
The Complexities Of Financial Regulation With A Customer Centric Approach; Applying a
Master Data Management And Data Governance Process In Clydesdale Bank “
Data Management & Information Quality Europe: (DAMA / IRM), November 2011, London,
“Assessing & Improving Information Management Effectiveness – Cambridge University Press
Case Study”; “Too Good To Be True? – The Truth About Open Source BI”
ECIM Exploration & Production: September 12th 14th 2011, Haugesund, Norway: “The Role Of
Data Virtualisation In Your EIM Strategy”
Enterprise Data World International: (DAMA / Wilshire), April 2011, Chicago IL; “How Do You
Want Yours Served? – The Role Of Data Virtualisation And Open Source BI”
Data Governance & MDM Europe: (DAMA / IRM), March 2011, London,
“Clinical Information Data Governance”
Data Management & Information Management Europe: (DAMA / IRM), November 2010,
London,
“How Do You Get A Business Person To Read A Data Model?
DAMA Scandinavia: October 26th-27th 2010, Stockholm,
“Incorporating ERP Systems Into Your Overall Models & Information Architecture” (rated best
presentation in conference)
BPM Europe: (IRM), September 27th – 29th 2010, London,
“Learning to Love BPMN 2.0”
IPL / Composite Information Management in Pharmaceuticals: September 15th 2010, London,
“Clinical Information Management – Are We The Cobblers Children?”
ECIM Exploration & Production: September 13th 15th 2010, Haugesund, Norway: “Information
Challenges and Solutions” (rated best presentation in conference)
Enterprise Architecture Europe: (IRM), June 16th – 18th 2010, London: ½ day workshop; “The
Evolution of Enterprise Data Modelling”

6. Recent Publications
Book: “Data Modelling For The Business – A Handbook for aligning the business with IT using high-level data models”; Technics
Publishing;
ISBN 978-0-9771400-7-7; http://www.amazon.com/Data-Modeling-Business-Handbook-High-Level
White Paper: “Information is at the heart of ALL Architecture disciplines”,; March 2014
Article: The Bookbinder, the Librarian & a Data Governance story ; July 2013
Article: Data Governance is about Hearts and Minds, not Technology January 2013
White Paper: “The fundamentals of Information Management”, January 2013
White Paper: “Knowledge Management – From justification to delivery”, December 2012
Article: “Chief INFORMATION Officer? Not really” Article, November 2012
White Paper: “Running a successful Knowledge Management Practice” November 2012
White Paper: “Big Data Projects are not one man shows” June 2012
Article: “IPL & Statoil’s innovative approach to Master Data Management in Statoil”, Oil IT Journal, May 2012
White Paper: “Data Modelling is NOT just for DBMS’s” April 2012
Article: “Data Governance in the Financial Services Sector” FSTech Magazine, April 2012
Article: “Data Governance, an essential component of IT Governance" March 2012
Article: “Leveraging a Model Driven approach to Master Data Management in Statoil”, Oil IT Journal, February 2012
Article: “How Data Virtualization Helps Data Integration Strategies” BeyeNETWORK (December 2011)
Article: “Approaches & Selection Criteria For organizations approaching data integration programmes” TechTarget (November
2011)
Article: Big Data – Same Problems? BeyeNETWORK and TechTarget. (July 2011)
Article “10 easy steps to evaluate Data Modelling tools” Information Management, (March 2010)
Article “How Do You Want Your Data Served?” Conspectus Magazine (February 2010)
Article “How do you want yours served (data that is)” (BeyeNETWORK January 2010)
Article “Seven deadly sins of data modelling” (BeyeNETWORK October 2009)
Article “Data Modelling is NOT just for DBMS’s” Part 1 BeyeNETWORK July 2009 and Part 2 BeyeNETWORK August 2009
Web Channel: BeyeNETWORK “Chris Bradley Expert Channel” Information Asset Management
http://www.b-eye-network.co.uk/channels/1554/
Article: “Preventing a Data Disaster” February 2009, Database Marketing Magazine

7. P / 7
Data Drives the Business
– Make sure it’s Correct
In today’s information age, data drives
key business decisions.
Executives ask questions such as:
_ How many customers do I have?
_ What is total revenue by region for last fiscal year?
_ Which products drove the most revenue this
quarter?
Behind the answers to those questions
lies a data model:
_Documenting the source and structure
of data
› What database(s) store customer information
› How are these databases structured to store
customer information
_Defining key business terms
› What is a product? e.g. Finished goods only? Raw
materials?
_Regulating business rules
› Can a customer have more than one account?
“Data errors can cost a company millions of
dollars, alienate customers, suppliers and
business partners, and make implementing
new strategies difficult or even impossible.
The very existence of an organisation can
be threatened by poor data”
Joe Peppard – European School of Management
and Technology
“Ultimately, poor data quality
is like dirt on the windshield.
You may be able to drive for
a long time with slowly
degrading vision, but at some
point you either have to stop
and clear the windshield or
risk everything”
Ken Orr, The Cutter
Consortium

8. P / 8
In many case Data IS the
Business – Make sure it’s Correct
In many cases, data IS the core business asset.
vs

9. P / 9
Information in Context
T H E R E ’ S M O R E T O D A T A T H A N M E E T S T H E E Y E
I’d like a
report showing
all of our
customers
SUPPORT
ENGINEER
A person’s not a
customer if they
don’t have an
active
maintenance
account.
SALES
A customer is
someone who
wants to buy
our product.
SYBASE
DB2
ORACLE
SQL SERVER
MS
SQL AZURE
INFORMIX
TERADATA
SAP
DBA
Which customer
database do you
want me to pull
this from? We have
25.
BUSINESS
EXECUTIVE
DATA
ARCHITECT
And, by the way, the
databases all store
customer information
in a different format.
“CUST_NM” on DB2,
“cust_last_nm” on
Oracle, etc. It’s a
mess.
ACCOUNTING
A customer is
someone who
owns our
product.
HUMAN
RESOURCES
My customers
are internal
employees.

10. P / 10
BUSINESS
ARCHITECTURE
Business Objectives
& Goals
Motivations &
Metrics
Functions, Roles,
Departments
BUSINESS PROCESS
ARCHITECTURE
Overall Value Chain
High-Level Business
Processes
Workflow Models
Architecture Disciplines
WHAT we are trying to accomplish
WHY is this important (“so what”)
HOW do we measure this?
WHO … what roles and structures
are required to undertake this?
The company is
undertaking a radical
approach to enhance
Customer experience,
service and satisfaction
by providing seamless
multi-channel
Customer access to all
core services
The sequence of steps carried
out by the actors involved in the
process
The process or activities by
which a company adds value to
an article or service, including
production, marketing, and the
provision of after-sales service.
The major high level business
processes. Not yet
decomposed into sub-processes
or workflow

11. P / 11
Architecture Disciplines
Business systems (manual or IT)
Cross reference of Business
Processes to Systems
A business service that is triggered in
order to complete a business event
How an actor completes a
process step by interacting with a
system to obtain a service
The things of significance about
which the organization wishes to
know or hold, together with the
facts about them.
The organization may maintain
records of these and processes and
systems will act on them.
APPLICATION / SYSTEMS
ARCHITECTURE
Systems within
Scope
High-Level Mapping
Business Services
Presentation Services
(use cases)
INFORMATION
ARCHITECTURE
Enterprise Data
Model
Conceptual Data
Models
Logical Data Models
Physical Data
Models & DB’s

12. P / 12
BUSINESS
ARCHITECTURE
Business Objectives
& Goals
Motivations &
Metrics
Functions, Roles,
Departments
BUSINESS PROCESS
ARCHITECTURE
Overall Value Chain
High-Level Business
Processes
Workflow Models
Architecture Disciplines
The company is
undertaking a radical
approach to enhance
Customer experience,
service and satisfaction
by providing seamless
multi-channel
Customer access to all
core services
NOUN:
Customer
VERB : QUALIFIER: NOUN:
QUALIFIER
Credit Check Customer

13. P / 13
Architecture Disciplines
APPLICATION / SYSTEMS
ARCHITECTURE
Systems within
Scope
High-Level Mapping
Business Services
Presentation Services
(use cases)
INFORMATION
ARCHITECTURE
Enterprise Data
Model
Conceptual Data
Models
Logical Data Models
Physical Data
Models & DB’s
VERB : QUALIFIER: NOUN:
QUALIFIER
Credit Check Customer
NOUN :
Customer
ACTOR : VERB : QUALIFIER:
NOUN:
Customer inserts card

14. P / 14
BUSINESS
ARCHITECTURE
Business Objectives
& Goals
Motivations &
Metrics
Functions, Roles,
Departments
INFORMATION
ARCHITECTURE
Enterprise Data
Model
Conceptual Data
Models
Logical Data Models
Physical Data
Models
PROCESS
ARCHITECTURE
Overall Value Chain
High-Level Business
Processes
Workflow Models
APPLICATION / SYSTEMS
ARCHITECTURE
Systems within
Scope
High-Level Mapping
Business Services
Presentation Services
(use cases)
The company is undertaking
a radical approach to
enhance Customer
experience, service and
satisfaction by providing
seamless multi-channel
Customer access to all core
services
BUSINESS OBJECTIVES INFORMATION SERVICES BUSINESS SERVICES
PRESENTATION SERVICES
BUSINESS PROCESS
Information Is At The HEART Of
ALL Architecture Disciplines

15. P / 15
What Is Data Modelling?

16. P / 16

17. P / 17
Entities are the “Nouns”
of the Organization
_ Who? Employee, Customer, Student, Vendor
_ What? Product, Service, Raw Material, Course
_ Where? Location, Address, Country
_ When? Fiscal Period, Year, Time, Semester
_ Why? Transaction, Inquiry, Order, Claim, Credit, Debit
_ How? Invoice, Contract, Agreement, Document

18. P / 18
Is the “Data Asset” really different?
OIL
MONEY
BLOOD
PEOPLE
PROPERTY
MATERIALS
IP
DATA

19. P / 19
Is the “Data Asset” really different?
COPYABLE
OIL NO
MONEY NO
BLOOD NO
PEOPLE NO
PROPERTY NO
MATERIALS NO
IP NO *
DATA YES

20. P / 20
Is the “Data Asset” really different?
COPYABLE “USE”
DEPLETES IT
OIL NO YES
MONEY NO YES
BLOOD NO YES
PEOPLE NO NO
PROPERTY NO PART
MATERIALS NO YES
IP NO * NO
DATA YES NO

21. P / 21
Is the “Data Asset” really different?
COPYABLE “USE”
DEPLETES IT
ASCRIBE
££ TO IT
OIL NO YES YES
MONEY NO YES YES
BLOOD NO YES PART
PEOPLE NO NO NO
PROPERTY NO PART YES
MATERIALS NO YES YES
IP NO * NO PART
DATA YES NO NO

22. P / 22
Is the “Data Asset” really different?
COPYABLE “USE”
DEPLETES IT
ASCRIBE
££ TO IT
REAL or
ABSTRACT
OIL NO YES YES REAL
MONEY NO YES YES REAL *
BLOOD NO YES PART REAL
PEOPLE NO NO NO REAL
PROPERTY NO PART YES REAL
MATERIALS NO YES YES REAL
IP NO * NO PART NOT
DATA YES NO NO NOT

23. P / 23
Is the “Data Asset” really different?
COPYABLE “USE”
DEPLETES IT
ASCRIBE
££ TO IT
REAL or
ABSTRACT
PROCESS
TO YIELD
VALUE
OIL NO YES YES REAL YES
MONEY NO YES YES REAL * NO
BLOOD NO YES PART REAL YES
PEOPLE NO NO NO REAL YES
PROPERTY NO PART YES REAL NO
MATERIALS NO YES YES REAL PART
IP NO * NO PART NOT PART
DATA YES NO NO NOT YES

24. P / 24
Is the “Data Asset” really different?
COPYABLE “USE”
DEPLETES IT
ASCRIBE
££ TO IT
REAL or
ABSTRACT
PROCESS
TO YIELD
VALUE
OIL NO YES YES REAL YES
MONEY NO YES YES REAL * NO
BLOOD NO YES PART REAL YES
PEOPLE NO NO NO REAL YES
PROPERTY NO PART YES REAL NO
MATERIALS NO YES YES REAL PART
IP NO * NO PART NOT PART
DATA YES NO NO NOT YES

25. P / 25
Summary
_ Information is different to most
other assets we encounter
_ All of the business depends on
information to a greater or lesser
degree
_ The quality & management of
Information can affect the very
existence of an organisation
_Ignore information management
at your peril

26. P / 26
@inforacer
uk.linkedin.com/in/christophermichaelbradley/
+44 7973 184475
infomanagementlifeandpetrol.blogspot.com
Chris Bradley
Information Management Strategist
chris@chrismb.co.ukE