Welcome back the 21 convention tenure anniversary Rolando, Florida Our next speaker was known in the best-selling book of the game as Rasputin He's been coaching men around the world for over 25 years quarter of a century about as long as I've been alive Without further ado, please let me welcome hypnotica to the stage All right, man, I gotta tell you guys This is the first time in a really long time that I look out and I see men that get it For the last eight years after the game that went through this really weird phase Where all guys were coming out and they wanted to be men and they want to say oh I'm the best in the world and she like that and it got really weird and The cycles kind of coming through now again Well, I'm starting to see the real essence of men come back out instead of a bunch of guys wanting to peacock and being like Look at me and things like this. I'm the best. It's not about competition This is about you being the best version of you that's available and looking out and seeing you guys And and even the level of this conference the professionalism that's here is really showing so it's coming back out to this professional Powerful where men this is stuff that we get to talk about that we get to share our experiences with So that we can be the best versions are of self. That's possible. And so Anthony Thank you for putting on such a great professional thing I Can talk about a lot of things been around ran strip clubs still do for the last 25 years had lots of Experiences and all kinds of things I consider what I specialize in in sexuality and seduction very skilled at hypnosis Design human engineering all kinds of things like this. We can go really deep There's gonna come a point in time where we're gonna ask questions I want the question to be asked because I want to answer them There's a group dynamic going on and I want to make sure that we can all Understand and have questions and answers that probably everyone has thoughts about now. What do you think? is a man's purpose in life In my opinion really very simple a man's purpose in life is to navigate successfully his own reality It's very simple Nobody else is gonna come in and navigate your reality. You have to do it. You're a man Okay, what Alan talked about yesterday. You're not gonna get a pass I've been talking a lot of the teachers and you've seen me kind of in the background I'm not too social cuz I'm watching I'm asking questions. What do you guys want? What do you guys want?  This is my life I'm a man I'm gonna do what I want when I want. Okay, as long as don't hurt anyone else But you got to step into your power. I see a lot of guys Unsure about it. They're in their heads and they're analyzing. Should I do this? Should I do this? They're meta processing themselves So when they're out, they're fully not connecting.     No, I'm not cool with this You know what that's not at my level. That's not my style. Most guys are just like okay I'm gonna bend my rules because I want to get laid.  Okay, life's gonna grind most people out When I first started I was terrible with women. I was fat missing teeth You know if you ever see there's a book back there. Look at the picture where I started from terrible with women horrible. I Just a normal dude So I was like, how am I gonna get better?  I was like this works The girls are into it like a cool. Then I went to a show choir Then I went to Starting in a strip club, but think about it at the time in that time. I made a Goal for myself. I wrote it down. I want to be the best in the world with women Now the young kid coming out of high school, you know, sitting there in the back of a show choir lifting girl Was that realistic to think at that point in time that at one day I'm gonna be up on stage being all the books, you know have more sex with women than most men do in ten lifetimes Did that seem realistic to me? Do you think it was realistic to me? You think I completely believed it? I didn't But I dream big and you have to dream big too if you want this. Is it hard fuck? Yeah, it's hard. It's completely hard. It's what separates the men from the boys The moment like you move from boyshood to manhood you cross the line called responsibility 100% You give up the professional victim game and you start thinking to yourself, you know what? Why not me?  Why not me like this is my experience when you move to that level of experience where you're looking down the world And you're thinking you know what this is here for me I'm here. I Have the only and probably will ever have a unique DNA with the solution to every problem here on earth through your unique perspective Nobody else can take that from you. That's how rare you are You're so rare in the world that you have something to offer that nobody else has you have your own solution So what are you gonna do with it? How are you gonna look at situations? What are you gonna want for yourself? You have to know that if you don't know that someone else is gonna come along and say well, I'll give you something to do Why not?  I don't focus on that and go well They're better than me. There is no competition among other men Okay, the only competition you have is what level are you going to raise the bar to?   I love dancers. Okay. I love them. I think they're great I think what they do they have to do because they're making money. It's a fantasy.  They put bad names on dancers But I was talking to Anthony earlier or I'm sorry Matt and And we're talking about it and said think about this Anthony was talking about the war on men masculinity Do you know that after 40 there's a four times increase in men suicide than women? Did you know that? Okay, why? Think about this. Why is the strip club so valuable? Anyone have any ideas? Men are lonely It's an outlet for men yet.  You want to be going to a strip club? Hopefully you do kind of mine, you know lots of good girls I'll even show you the best girls that give the best dances, you know be like Okay, but the point that I really want you guys to understand is man It comes down to a decision your destiny is formed in the moments of the decisions that you make and as small As mundane as they seem in the moment every moment is just as powerful as every any other moment Okay, you can sit there and you can say well, I'm not gonna do that And what does that lead to? at least Just yeah, I'm no big deal Okay, every decision you make forms in your mind a neural pathway Every time you do that behavior gets stronger and stronger and stronger so the habits start to rule you And it's a hard place to be I've been there You know and coming back from that and having to unlearn Things is hard Changing a habit So why not do the best that you can do to get into your own level of reality what you want I mean how many people here have your own beliefs your values what you're used to what you're gonna put up with what you're not gonna put Up with in life down and stick to it Okay, that's not a lot So think about it.  You got to hit it hard you got to say hey, this isn't it Alan was talking about time wasters yesterday and There's a girl. I did about six girls right now, and I have a wife all up on the table Upfront they actually let me so if I flip off the story. Let me go back to it I'm gonna want to something else that I saw Johnny and I went and watched King's Kingsman yesterday The new Kingsman you've seen it That's cool I like it and There's a scene in there These are the like the most trained guys and fighting and stuff like this and there was a scene in there with a guy Had to sleep with this girl to put this thing up her vagina so it would transmit this energy and he called her up He's like ah He got weak. He didn't have it worked out And so he got he got worked One of the best in the field that I was thinking man if he like had if he came to one of our seminars He'd have that shit all down and on lock.  I have great respect for people that are monogamous But I don't think it's for everyone and the society doesn't really reward men who have multiple women So you got to understand okay, what are you about so you can be upfront about it when I meet women for the first time I just go like this I say basically say hey I'm really only will date and I'm really using the date, you know, I hang out with Bisexual women. Oh, well, I'm federal what could be hang out. I go it doesn't do me any good It doesn't do you because what if we hang out we start having sex we start developing feelings What's gonna happen?  So let's just be friends You know when you put something like that on a woman, you say let's just be friends or you know It's it's not really working out on a sexual level. That's a new paradigm for most women So I want you to understand that if you have your philosophy down and be powerful with it and have examples and Analogies of why it's important a guy came up to me says how do you have all these? Relationships with women and and and not have any issues with it. I go. I never said I didn't have any issues Okay, like even my wife sometimes it's funny, you know, my wife and I may split up It's not because we don't get along it's because she really wants kids and I'm not feeling it You know, I'm like look at your it's probably at that point where we need to split But she was saying that one point. She's like well, this doesn't seem to be working out with a lot of the girls Sometimes she has conflict with girls that in itself Minaj management is kind of rough I said, so wait a second. So it hasn't worked but for the last 25 years. I've had four girlfriends consistently At the same time and there's a cycle sometimes they come and they go I'm like, so I've been living this lifestyle for 25 years and it doesn't work.   Yeah, I've learned a lot and the nice thing is is I'm at this level now We were all talking about Xan Johnny. We're at this level now. We're fully content. We went into the gutter We went into the basement. We got dirty There's there's a fulfillment there when you live your life the way you want to you can't explain it All I can say is there's a certain piece because I knew that I put myself in those situations that were grinding me out and The thing that's really cool about that is you guys are young like it took me 25 years to do this We didn't have seminars like this. This is why it's so cool We didn't have guys that are true and tried we went to that weird phase where a bunch of guys were coming out They were you know, they got laid three times. They're like, I'm a guru You know, you know like bad advice You know most of the guys that I know I think we're doing it just because I think they were secretly gay and that was their frontal well, look at me So there's a lot of bad advice But now we're at the point where we have guys that have been here over the years that are consistent That really know what they're doing and what took me 25 years because I didn't have any real role models Now you guys can get the best material and if you really look at it like any other subject It's only going to take you I would say for the average person two to four years to figure it out And that's that's quick. That's pretty simple. It's just like any other subject. You got to study it Dynamics, especially between men and women are hard.   Okay Guys always try it, but they hang with me and I always ask them I'm very curious about it because I've come such a long way in my dream and I asked them I said well How fast does it take for you? To forget about a guy when he comes up and says hello. She goes what guy now? I was like the guy who comes up and says hello She goes no, that's how fast I forget what guy And I was like really? Then I was like whoa So if you guys are out there worried about you know like approaching a woman and her saying something and feeling bad You're the only one feeling bad because she probably doesn't even remember Two minutes later you're gone.  What we're who's got that was out lunch like the waitress was there And I'm like can I give you a right back there? So can I give you a little advice? I was listening to his conversation.  I read his book and he said you know what at his level He always talks to people wherever he goes no matter what he gets in the habit of just hey How you doing how you doing so now it's such an ingrained behavior that it's natural for him talk to everyone So I'm like if you just talked to with the woman and and she says oh, I live down the street I said well, you know, you know, I live right down here. Maybe we can meet halfway joking You know, I'd love to take you out or and and get you food poisoning joking something like that You're still saying something that is putting it out there playfully, you know, it's not like creepily But if you do that for the course of a month every girl you just say something playful not creepily Okay, you got to learn the difference. All right, you're gonna get in the habit where it's gonna be so natural to you Even to do what he said talk to everyone Because talking is one of the forms of communication imagine that mysteriously that Get you to be intimate with a woman So I just want you to understand that there's like things that you could do you could just say okay I'm gonna focus on this. I'm gonna focus on this and get it done really quick because most of the basics are out there You know, they're perfect for you as far as that goes and think about this All life, I'm an optimist, okay, and I've done lots of experimental things in my life Okay, and so I know that there's another side.   I Was I what did I offer you?  I already got all the other answers But what did you do specifically when you do push yourself a little further? Do you think about that like every moment and see it seems it's so scary on some part Because it's so elusive because you think this moment right here is just normal You know, she's seen that woman over there is just like I'll do it later put it off But that's the moment the powers in the moment and there it almost seems like there's no energy there You have to create your own energy in the moment to get momentum to be powerful to move forward into the future And it becomes a habit they get stronger and stronger and you have more and more self-belief in yourself You know what level like if it's your if you had You have the platinum man who did everything you said and your gold man did most of everything silver Where would you be at? You know as far as the best way to build confidence is to get the things done that you say you're gonna do Because then you can trust your word and you know that you can follow through with what you do So like I say like if you're at If you like 90% of the things you're gonna be pretty good above average probably great 80% good 70% average 60% below average So think about your word think about what you want to do have some goals for yourself because when I was going back to the Goal thing and we're talking about what I wrote down this you think that I'd ever be saying like out of the billions of people on the Planet I've taught most of the major coaches.  You know you think that I would ever have that experience. No, so going back to what we said you have to dream big There's energy in dreaming big.   I got you're too fat.  No, okay third time you want to dance Next time You don't want to dance to you All right next time.  So that's what women do You think you can be a little bit better than that? I mean women are soft. They can get beat up. What excuse do you have? You know, what's a woman gonna do to you?  They're pliable.   I fold Doesn't happen like that.    I'm at this level cool Like it's better than that level but when you're getting tossed around you think that you're going underwater That's the way it works You know you never think that this is where it's at Even even at this phase right now like everyone's like oh you're mad you've done all the shit Yeah, I have but I'm still running into new things You know the the intensity that I used to have because I've had so many experiences.  All right, and the girls like yeah, come on over. I was like I'm kind of hungry.  That's a whole new look. So there's always stuff along the way Don't get to the point and be like I haven't done any of my work.  I'm getting into you know middle-aged. Now.  They'll drag you down. You got to take the rocks out when they're there Write them down figure out what's going on when I first started. I was an insecure motherfucker big time I'll tell the story because I don't know if you guys heard it But I literally was like I'm gonna fix this and this is what Evan Pagan or David D'Angelo We used to do this in the early game because we're curious I wrote down all the beliefs that I had this how you do you get a book spend a day I just be aware of the thoughts going through your head came up the hundred forty negative beliefs about myself and Consistently one at a time. I hit it.  Well if you put an hour Into just sitting down writing your beliefs. That's good. You're investing in yourself.   I think is to be successful and to have freedom and When you live your life by a physical shining example of that Women want to be around you because you've raised your level so high that you're not like every other guy Okay, you can hold them to a higher expectation I hold my the women that are in my life at a super high expectation not to be a dick, but because they're so used to men Placating to them. They're so used to our society living at a level. That's not cool like this one girl And I'm gonna see if she'll pick up She's on the she's on the cutting block. Okay, beautiful woman But she's late all the time and she she wastes my time and I sit around I'm like look this isn't gonna work and every time she comes over she'll have a little bit of drama I go this I go you got a really young mentality.  I said be here at 8 o'clock.  Okay.  I'm all you're not gonna make it might as well turn around She goes no, I'll make it she pulled up my house at 8 o 2 and I was gone. She's like, where are you gone? Down the street. She's like, what do you mean? I said, I told you should go. I can't believe you I go hey, that's how it works now. You know what it's like and how she got better not at all All right, so I don't even know if you can hear this, but I'm this is not planned, okay, but She's gonna she'll tell you hopefully she picks it up Can you hear that Now I may come across harsh. Okay, cuz this is live She may not pick up. She may pick up She doesn't pick up that silence again One more time and we'll give it up All right, maybe she'll call back. I'm gonna leave there the point oh something about silence all right silence in Communication is probably the most powerful seducer that there is People are talking talking talking, you know men think that the more they talk the faster that she's gonna spread her legs for you Don't work that way. Okay. It's the silence It's the pictures if you're talking she's not able to really make the pictures on her own in ways that she prefers So when you're silence about the often you have that depth You let her feel it you feel that the void of the universe It's a fulfilling like okay, and you're grounded and you communicate with a woman and you're looking at her directly in the eye She feels that You know and time most people think that time it's the lack of time Which really creates the seduction in a woman's mind. Do you seduce the woman?  He wasn't he didn't wait around.  So stop thinking the more you talk to her the more you're hanging around her The more you're leveraging yourself to get laid You know, I know guys that are that are super super powerful and strong that have a quick interaction And also boom they leave and the girls like what where that guy go? You know, especially in the strip of who's that? Okay, that's my friend. Oh, he said you were gonna give his number. I go did he know all right, you know Cuz I know he's doing what he's doing. It's a very powerful thing to do, you know, so so be more exciting How do you be more exciting with a woman? Well first of all you create the life you want to create You know, you decide for yourself to raise the bar and to live an exciting life And know that living an exciting life one that you have to go above and beyond is Is a sacrifice you have to sacrifice stuff being a man. You have to learn to sacrifice What are the things that you're gonna sacrifice? Sometimes it's friends TV. Are you gonna respect yourself? Like what do you do? Just as a base line to be healthy put out the best energy like I had to play my full stack when I was there I was like, okay, I got to take care of working out Got done worked out got it down eating eating equals good energy if you eat, right, okay? Learning about stuff. I had to do what I had to do to place the best hand because I wasn't the most prettiest kid I mean that I would consider myself a brutally rugged. That's you know, that's I'm not a pretty man You know, it's one of those things but women appreciate that ability to go through and get grinded out because it It chisels away you it brings you grounded into that masculine energy Like I you'd be amazed if you came to my house like how many women will climb up in bed that are welcome at my house Anytime they'll climb up in bed and just like come in the bed and they'll just put their head on my chest And then and I'm cool with it. I'm not I don't look for sex all the time Okay, but they're just like I would they they all say the same thing they just you ground me You center me Because they don't know what's going on in real life, you know women can be grounded in their own nature But with all the wishy-washy guys that are of the you know, the men that are out there these days they're all over the place so a good strong masking man who knows what he wants who has a high level of Expectation for himself is gonna probably have a high level of expectation for the person that he's with That makes sense and that's what they really want You know one of the best things like money and money's cool.  I have to do stuff on the fly to get him to go back out there to make their money Okay, that's what they appreciate because they're like, you know what?   I'm like and this other girl. She's wearing these clogs brand-new girl matter of fact I'm actually dating her kind of now, but she was wearing these clogs like, you know stilettos are sexy, right? I've seen that women with these clogs and she came in she's 21 And she's like jump stairs. I'm like, hey I said come here. I said you like losing money. She's like, what do you mean?   I go.  Laundry things it's like an outfit, but it comes down here and they snap it together here It's like snap it opens. Well, she she was wearing that and she didn't know and she's like bending over like this And I said, I'm hammering this poor girl. I said hey come here She's like what I go. There's a house mom in the back. She's an older lady.  She's so stuff. I said You need to cut those things on the bottom of your pants She's like why I'm all because when you bend over the edges fold out.    It's like no, I don't like that even though it may hurt them You just tell them like it's my it's not a personal. It's my own personal opinion. I could be wrong I don't like it And then they said well these people said it's been good then wear it That's my own personal opinion stick strong with your personal opinion. Your personal opinion matters Your personal opinion doesn't matter when you don't respect your own opinion to do the things that you want to do So it's coming back to this bottom line is why not you You have to get good at you It's the hardest thing in the world but a man if he's gonna be Satisfied in life if he's gonna be stoked in life and look back and be proud of his own unique Contribution because really it's about it's an institution of contribution to be a man. Think about that You are an institution to give Contribution if you're gonna be a high-level man, you have to contribute Whether it's your own unique personality Whether it's you're going and doing things above and beyond because that's really where it's at When you can start doing service when you can start giving more and more and more of the energy you get more and more energy When you're all worried about yourself and you're just working on yourself and I gotta do a retreat I gotta do this and you work on yourself. You're never gonna get that good energy You got to go above and beyond and start to help it out other people as long as you're not being like codependent on it Understand it's a tough love. It's tough love not only for you But for everyone else around you if we're gonna be a high level man like that Now this is my opinion. I can't come across. I might have been a little slightly jaded working 25 years in the strip club All right, but I get along with all women for the most part except my sister She is a feminist Trust me trust me it gets exciting sometimes You know and it's real simply like if a girl says no you say next That quick you should have that worked in no next No next, you know work on because it doesn't matter in her mind to that degree and like I remember like I said Man it every level. There's another devil No matter how high you get there's another devil at every level.  That's way harder whoo But it's worth it That's the cool thing. It's a grind, but it's worth it and And just remember man like I said To understand who you are and what you're about like there's guys here that can support you Okay, there's guys here that that can understand what you're going through as long as you don't become a professional Victim Okay, and waste your time like you should give yourself some serious goals, whether it's like I'm gonna walk up to a woman 30 minutes a day something simple Whether it's gonna be I'm gonna communicate with women. I'm gonna learn this I'm gonna ask questions If you're brutally honest with them you can be brutally honest with you Ask them ask women and the conversation like you just had a conversation you can stop like it's amazing How much women want to help?  Where would you say I went wrong? Self-exploration like it's out there. That's why I say use what's out there and they'll tell you And pretty soon you'll start to get the habit.  That's live.   I mean when you worry about what other people think about I'm sure you heard it.  That's a weak weak way of being Okay, you can't be like that. I'm well you can't be like that. There's there's consequences There's things called strap-on that girls use with guys like that sometimes.  So go ahead Eric so you go into strip club. How do you go in there and Not be looked at as a mark You know and a wallet that they're looking to extract money from Okay.  Here's what I do walk in there and just say you know what? This environment Relaxes me. I know and usually these are what they call NLP Anchors, okay, like spatial anchors.   And so what you're doing when by doing this, you're separating yourself from all the other guys And you're saying then there's you know, then there's guys that you probably met that are really cool You know and have you ever met a guy when you're in a club that you're like you went home with or you became a boyfriend Or there are other girls that you've seen that do that What what happened like I'm curious about the nature of this business because this is amazing what you guys do Do you see how you can come in there and do that like you're walking through the door It's not think that you're a mark on some level. It's unrealistic Okay, but there is a difference in the girl's mind about a guy who's in there thinking that he's gonna get laid Because he's in the fantasy world of that and a guy who's actually pretty cool a Guy who's not you know having a good conversation because in that conversation They're gonna go in his mind. He's different so help separate yourself like this do things like this Have fun with them like the strip club the reason I got into the strip club business because I had the worst eye contact with women Probably of any guy like I couldn't even look at all the Because as soon as I looked at him I just my body is what I mean ever feel that like it your lights up and I was like All right, so I forced myself to go in there because for a buck I could sit there and force and not be like some creeper, you know Even way back then to get better at it and I was like, okay, three seconds. Let's do this three seconds one All right, three seconds, right? Well To you know, I would be like concentrating on my breath like I micro-managed it, but that's why I went in there It's a fantastic place to practice your skills and get good with women I mean even in conversation Conversations where it's at, you know a lot of guys talk talk talk, you know but I mean the conversation will reveal the depth of the Experience that you can have with a woman like does anyone want to play role play like, you know On how many questions you can ask I highly recommend everyone, you know Study a little bit over they call mind lines or sleight of mouth patterns It's it's how to get into the depth of things that people say how to listen deeper to conversations Because when I woman has a conversation with me, I'm exploring her world. I'm not talking about me Okay, I'm exploring her world and I'm teaching her more about her way of life Because I'm asking the right questions and when she is going to those depths of questions that I ask her and she's Exploring she's like I never thought about that, but she's processing.  You know, there are good aspects of it Okay, and then there's the personalities behind it Okay, it works for you don't Any other questions? fears a few years ago. I left an abusive relationship. It was mostly and physically abusive and It's left me devastated. I've left other relationships just fine But this one has left a deep impact on me and has affected me still to this day three and a half years later What would you suggest to get over and find worth in myself past that abuse? Why would you give worth to a woman to define who you are as a man? Like who's setting the standard for you? You're looking to say someone else is going to Infuse me or define my life for me.  Remember all life ends in tragedy. Okay, what you do with it is are you a professional victim? Are you not because you can make that? Yeah, we all feel shit I mean like I told the story with the get over your ex I created that program because I was dating a girl for five years that lived right across the way Went south and she was not open. I was like trying to like getting information from her shut down I was feeling it. I was like I had this thing and if you're a man and you're doing this kind of stuff And you're having multiple relations.  Okay, so you'll have to be able to do that and the opportunity that you have is That all that extra time that you're wasting on it because I know that there's a lot of energy involved in that You know you can man up and say hey all this extra time that I'm wasting I'm gonna be able to reach handle it to something much more productive and powerful and I was talking to you before I said do this how many time we all I'm thinking about I guess stop thinking about her.  Let's just say you make a hundred dollars a day a hundred bucks a day. What is that like? I'm not a mathematician.  What would that average around? Okay per minute You did good there Okay, what would it be average like throw it out there because like I said man, I'm I'm next to well When it comes that so eight bucks an hour. What would that average a minute? Okay, so 40 cents. So that's what you figure your time is worth if you're making a hundred bucks a day 40 cents a minute and I put this on guys. Okay, so you keep on thinking about this girl I want you to get a stopwatch.   Okay, but it reveals you as a man You get to redefine who you are You get to figure out wearing your life. Did you give permission to people to run your life like that? That's the thing, you know every person has to relearn we come into this world and we learn what society our parents our friends Okay, and then we get to this level where we boom take the red pill and we're like shit I got to unlearn a lot of stuff and that's a process for a man Every man is gonna have to go through that okay It was scary in my life when I went through that took me a number of years You know that's how I start off massage and I'm like well this didn't work out crystals, you know I went through LSD. I mean I've done over 250 hits trips of DMT Mixed with ketamine.  You think I can get hooked up at cheetahs Sure You know when I'm picking up parties in the van the most disgusting thing the reason why I hammer on guys so hard is because I'm Sick and tired and disgusted and men that are like hey guys. Okay. No listen.   She's there to compliment you. She's not there to be your better half She's there to be the icing on your cake. You're the cake.  You're gonna start to see the patterns in your life where you're looking around and saying That's weak. Where's that gonna lead to?     I was arguing with this girl. She's like, no, it's not that easy.  I go, you know what? Open up a Tinder account right now, and I'm gonna open up my Tinder account same time exact same time. I said watch what happens Five hours later. I had two hits Five hours later. She had three hundred and something. I Forgot about it. You know like five days later. I remembered. I'm like, how many you at right now? I'm all I got 10 Sway, I was not good on tender. I got late a couple times, but you know like said it just didn't work I had like 10. She was at 3,500. I said now. Tell me how it's not easier for a woman Tell it shut her down.  You're gonna just be average.  This is it.  I'm dredging in all right just the way it is, but It helps Okay, haircut. It's pretty good the way I talk the way I communicate Leveraging and then you have to be able to do that You have to respect yourself if you don't respect yourself to do the things that are good for you What was that gonna respect you or you're gonna get a woman that's on the same level? I mean the most amazing thing is when you have two people working together or three as a powerful unit moving forward progressively Okay to be more productive to be more happy to be more healthy all these wonderful things in life It's such a powerful thing. I just want you guys to get this like deep down Like I want my voice to become one little cell in your body.  I'll check myself.  I have to work this out.   I'll say I look at life as pure potential Pure potential like potential in every moment of what I'm gonna do what I choose to do what I want to do I live life complete by how I want to do things in the moment at any one point in time like full 100% choice My wife gets pissed and a lot of girls that I'm hanging out with get pissed because I will sit there in a parking lot And I'll get out and I'll open the door and I have mason jars Okay, that's what I drink when I go to the yeah, and I'll be like I got a pee. I'll pee I Little repeated there was another seminar that was going on a couple weeks ago I was in this big event like this.  I just want like this It's not tacky.    He's a caveman But I enjoy my life Happiest person that I know and that's what it comes down to because I make that in the moment and as far as like the speed of it The speed of it really comes down to your own commitment You have to be committed and everyone knows they both you can't bullshit the mirror you look at yourself and you're bullshitting You have you have to have that commitment You have to like I said set the bar and say you know what every behavior that you do is gonna have a Consequence that leads into something else and it goes down the line You can track every behavior if I don't approach her. I'm gonna feel bad.  All right, that's gonna build a stronger pattern for next time It's gonna see more easier. I'm gonna come up with an excuse compared if I walk up to her. Hey, you know what?  I'm like, okay. Well, she at least had this kind of voice She talked high my map of reality is stronger It's more realistic because I have an actual representation that can go on the map of the world and explain things and Define things so everything is about data. Everything is about how to Enrich your world and in your reality through experience because the more data you have the richer your map is if that makes sense You have to get so curious.  Okay, so I got okay.    Hope you enjoyed


Here we go. Hello, and welcome my name is Shannon Kemp and I'm the Chief Digital Officer of Dataversity. We would like to thank you for joining the latest installment of the Monthly Dataversity Webinar Series Advanced Analytics with William McKnight, sponsored today by precisely and relative. Today William will be discussing common misconceptions about master data management. I have two points to get us started. Due to the large number of people that attend these sessions you will be muted during the webinar for questions we will be collecting them by the Q&A section. And if you'd like to chat with us or with each other we certainly encourage you to do so to open the Q&A panel or the chat panel you will find those icons in the bottom middle of your screen for those features. I hope the chat defaults has ended just the panelists but you may absolutely change it to network with everyone. As always we will send a follow-up email within two business days containing links to the slides, the recording of the session and any additional information requested throughout the webinar. Now let me turn it over to Sue from Precisely for a brief word from our first sponsor. Sue, hello and welcome. Hey, thanks Shannon and thanks to everybody for joining us today. As she said my name is Susan Pollock and I'm the senior manager of product marketing for Precisely. Let's jump right into master data management powered by data integrity. To compete and thrive in today's dynamic economy, your core business needs to be right compliant, and just as important it must be available wherever it's needed by the business, faster than ever. We're talking about the core master data that describes your business. One of the misconceptions about master data not to steal Williams thunder is that it's that most people think it's mostly customer or product data. This is not so. All of these are examples of master data that your business relies on to drive data driven decisions, improve operational processes and manage your risk. And as sources get more diverse and complex, and data continues to increase in volume and velocity, modern master data management is becoming a business imperative, yet it has its challenges. Each of these quadrants that you see on the slide represent challenges that every organization faces. One of the biggest obstacles is that we typically see is poor data literacy. This can be something as simple as having exactly the same name for a term but two totally different meanings depending on which line of business within your company you're in. Or you can have things that have slightly different names and you think they're the same but they're not. And you just don't know what the source of truth is you don't know where to go get the right data. And this is all poor data literacy. So if you have poor data literacy that's almost always going to result in the lack of data readiness as modern master data management has emerged, just having data that's complete and conforming, and fits in the field that it goes into in the application is not anywhere close to enough, the bar has moved really way up data now has to be trustworthy, it has to be timely, it has to be the right data the right place the right time, and that process has to be seamless, there can't be any gaps in the data. So if you have poor data literacy, you end up with a lack of data readiness, and that exposes you to a lot of data risk without documented lineage or no traceability of those changes. You tend not to know what to protect and the data that needs to be and not knowing what data needs to be protected and encrypted. And something that a lot of people don't think about these days that is becoming more and more important is that you retain data longer than it's needed for a valid business purpose. A lot of the requirements and rules now say that you're not allowed to hang on to data, if you don't need it. You can't have it if you don't have a demonstrated business use. And the last thing that we see is lack of sustainability, a key indicator here is your data lack, your data updates lag reality. If you don't move at the speed of business because of either manual tasks or complex or incomplete processes, and you have a conflict around custodianship and ownership of the data. Custodianship is who maintains it while ownership is who's empowered to make the decisions about what good data looks like. So successful master data management has to have clear and automated processes. To achieve your goals, you need what we call data integrity. Data integrity is data with maximum accuracy, consistency and context for confident business decisions. But data integrity is a journey and master data management is just one piece of that journey. The precisely data integrity portfolio can help you wherever you are on that journey. Through 12,000 businesses leverage precisely technology across the globe to build value and work seamlessly with both your traditional and modern tech stacks to help you optimize your investments now, and in the future. This precisely data integrity portfolio empowers you with data integration to break down those data silos and derive real time analytics quickly by building modern data pipelines and models, or data governance to manage data policy and processes with greater insight into your data's meaning, lineage and impact. You can observe ability to deliver data that's accurate consistent and fit for purpose across operational and analytical systems and proactively uncovered data anomalies to act before they become costly downstream issues. Precisely data integrity also includes the ability to leverage location intelligence to derive and visualize spatial relationships to reveal critical context for better business decisions or enrich your business data with expertly curated data sets containing thousands of attributes for faster, confident decisions. The precisely data integrity solutions all work together and are powered by machine learning intelligence to optimize your teams, resources and investments. With data integrity powered master data management, you can expect outcomes like enterprise wide understanding, so that you have a recognized and reliable system of record, you've minimized those data silos, your data stories are democratized, and you take action on trusted data. Your data is fit for purpose with enterprise wide data governance, you can look at cross domain intelligence, you've got visibility into lineage, impact and relationships, and you've enriched your data with data sets and location intelligence for more precise data outcomes. And greater data policy management and allows you to believe that you are working with reduced risks, while maximizing your compliance with data that's standardized and normalized, and you're leveraging machine learning and automation to be proactive in understanding that risk. And last but certainly not least, there's a more sustainable process by being able to automate and reduce costly manual tasks and rework, you can scale on demand, and you've got the flexibility to adapt to emerging requirements that are undoubtedly going to be coming. The value of data integrity powered master data management is that your business will be able to go faster, be more agile and improve the quality of your most important data. So your business can compete and thrive in today's dynamic economy to quickly find insights and adapt to data changes in your key data. So complete confidence in your critical business data and ensure that your master data management strategy is flexible and sustainable to grow with your business in an ever changing and expanding business environment. As the leader in data integrity precisely as data integrity solutions contain everything you need to deliver accurate consistent contextual data to your business, wherever and whenever it's needed. Thank you so much for spending some time with us today. It's going to be a great conversation. If you want to continue the conversation here. Please visit our website by visiting the scan code, or contacting us if you'd like to have a chat about how we might be able to help you out wherever you are on your journey. Back to you Shannon. Thank you so much for kicking us off and thanks to precisely for sponsoring. If you have questions for a suit feel free to submit them in the Q&A section of your screen as she'll be joining us in the Q&A at the end of the webinar. And now let me turn it over to Anne from RELTO for a brief word from our second sponsor. Anne hello and welcome. Thank you Shannon and thank you everybody for joining. I'm going to share my screen here real quick before diving into my portion of today's session. I'm the Senior Director of Product at RELTO and what I'm going to talk to you about today is how at RELTO we solve master data management challenges that our businesses have. And so if we look at our customer base it's really about getting their core data and creating that single source of truth that they can rely and trust and drive business decisions. What I meant to data is a problem in every organization every enterprise data is typically siloed it's dirty it needs to be cleansed consolidated unified and that's where we come in. But beyond that though we also provide very high performance low latency apis. So our systems are designed to be operational and transactional in nature so we're real time in the sense that anytime data is being changed or updated across the enterprise. So we can ingest those updates and also push out those updates to downstream systems within a very short time frame so that that's really kind of what differentiates us is those real time capabilities. And then the third thing here is we offer very quick time to value so we've proven with our customers that we can get them up and running with their MVP MDM implementation within 90 days. I'll talk a little bit more about this in a second. And then our MDM has been proven to save a lot of costs and drive organizational efficiency because of the way we do things and because of how we set up our systems. So we're driving real business impact for all of our customers day in and day out. Oops. So what the key way we drive business value within 90 days and we can master our customers data within 90 days is because of what you see here. This visual shows you just a high level diagram of what we call a velocity pack, which is a pre configured out of the box data model along with rules and configurations that are all pre packaged and pre created. And in essence, this is offering customers and out of the box MDM where everything is defined by relative because we are the experts we know what our customers are doing with all of their data. And so by industry by verticals, whether it's life sciences, healthcare, insurance, financial services, we have created very specific custom velocity packs. And the name velocity just means that the solutions are very fast and they can our customers can get up and running very, very quickly. And as I mentioned within 90 days we're seeing implementations that have been stood up because of our prescriptive approach. And because we're leaning on years of our experience and all of these verticals and helping guide our customers to set up the exactly the right kind of implementation that they need for their master data management needs. And in addition, we have pre built connectors to many of the popular application integrations and data and merchant providers that our customers typically use. So a few business examples here of how we're driving it savings with our customers so you can see with these logos we work with some of the largest customers in the world. One example that I want to point out is AstraZeneca, a leading life sciences company. They have used relative MDM to consolidate 66 different MDM sources into three. And because of that they're now saving 3.6 million pounds a year because of what relative was able to do and this is just one example. So we have a forester study to show the overall economic impact of MDM. And because of what we're doing, we're saving companies, nine months of time to add data sources, increasing operational efficiency by 78% and some of these other data points that you see here. So the business impact here is far and wide. And then with the forester wave, you can see that relative has been selected as the number one and MDM strategy. And for four years in a row now we've been consistently ranking high in the forester wave. And we've earned the highest score in all of these criteria that you see here, including matching entity resolution, multi domain scalability and so on. And some of these quotes that I'm pulling from the report are the real time AI driven aspects of it that customers really come to appreciate. It's providing that customer 360 view. So not just static entities, but also the transactional and interaction pieces that give you the entire 360 view of the customer. We also have machine learning models that can help customers integrate entities do entity resolution matching merging in an automated fashion. And then behind the scenes, we have graph modeling capabilities that allow us to generate those relationships in an automated fashion. And all of this happens on a secure scalable platform. And then last couple points here is that we are available on all three public clouds Azure Google Cloud Platform and AWS where a cloud native solution. And that's how we were built from day one, and that's something many of our customers really appreciate and then lastly, we're not just about customer data we also offer MDM capabilities in other domains like products supplier asset reference data and so on. And then we have a lot of options to enrich that data with popular data providers that might exist. I'll end with this slide, which is obviously William is going to go into this in a lot more detail. But we hear a lot of these myths and misconceptions from our customers when they think about master data management. The three that I want to highlight that we come across is that an MDM is a complex project that doesn't really deliver on business value or outcomes. That's definitely not the case. I talked about AstraZeneca and I'm reemphasizing it here where they lowered their overall total cost of ownership by 3.6 million pounds by working with Raltio. The second myth is that MDM takes many, many years to implement, but that's not the case as well with velocity packs with Raltio with our prescribed implementation methodology. We really break it down into milestones that are achievable. So we focus on an MVP implementation. So not the entire sort of boil the ocean type implementation, but getting in a couple of data sources, integrating those creating a customer profile and showcasing the value and doing that in a quick manner within three months. That's been something that's been a game changer for us and customers are really impressed by how quickly they can stand up MDM using Raltio. And then the last one is MDM is not just about data duplication, which many of our customers might think going into a sales cycle. It's actually so much more than that. We offer so many more capabilities than just deduplication. There's data integration, there's cleansing, standardization, there's enriching the data, there's governance and compliance and so much more that's wrapped around it. And so when we work with our customers, we work with them at that holistic level, not just about data duplication. So that's all I wanted to share today. I'll now hand it back over to Shannon. Hi, and thank you so much and thanks to Raltio for sponsoring. If you have questions for Anne, feel free to submit the questions in the Q&A section of your screen as they'll be joining us in the Q&A at the end of the webinar. And thanks to both of our sponsors for helping to make these webinars happen. Now let me introduce our speaker for the series, William McKnight. William has advised many of the world's best known organizations, his strategies for the information management plan for leading companies in numerous industries. He is a prolific author and a popular keynote speaker and trainer. He has performed dozens of benchmarks on leading database, data lake streaming and data integration products. And with that, I'll give the floor to William to get his presentation started. William, hello and welcome. Hello. Thank you, Shannon. And thank you, Sue and Ian. That was a great setup to what I'm here to talk about both Sue and Ian. I am, excuse me, got into misconceptions about master data management. We all see a lot of misconceptions out there. I spent a lot of my time justifying these MDM projects. So if you're out there trying to shape or champion master data management within your organization or for your client as the case may be. And you're finding that it's difficult, it may be because the people that you're talking to and trying to explain this to have misconceptions about MDM and they probably have different misconceptions about MDM to an individual. I started to call this talk top 10 misconceptions about master data management, but I couldn't stop there I think I must have close to 20 for you here today so I'm going to be rattling through them for you. Now, I'm not going to spend a lot of time defining MDM. I did that for you more or less back in May so you can catch that webinar in a rears if you like. But I am going to spend a few minutes level setting just so we're on the same page with MDM and how important it is today. Even today, when things are a little bit more challenged I would say than they were in the past few years. Yes, we are still seeing MDM projects kick off and advance into new subject areas and so on. When all of these misconceptions are cleared off cleared up. So I'm going to start with something that I must say a refrain of a couple times a week. And that is that robust MDM is half of the effort for success of all these projects and many more. It would be impossible to list all the projects that MDM is good for it's whatever data is good for which is just about everything right. Certainly, we see it in fraud detection call center chat box. These are some of the more popular applications that companies are doing today.  Now Sue mentioned it's more than customer and product and I'm going to repeat that a little bit later but yes it's about all of these and much more and much more than you and I can even think about today for even your enterprise. So we're going to get into that. But my point is that you can cross reference these applications. And you will find that if those subject areas are really mastered. And in the way that they, they could be at high levels, then if that data just needs to get used for these applications you are well like half the way to success of that application you have to build the application on top of the data at that point. And by the way, this is very true for artificial intelligence based type of applications like we're all getting into right. So those AI based applications need a voracious amount of data. Where's it going to come from. Well the detailed data is not going to come from MDM, but a lot of the supplementary type of data that really puts the spotlight on the data and makes the data alive. That's MDM data. And that's going to come from MDM. Now, what are people using MDM for today? Different things. I would say this probably captures a good 60, 70% of the market here though customer deduplication, name and business matching, the things that you see on there all important, don't get me wrong, but there are some organizations out there really leading the way, and they've got the ball rolling downhill with master data management so they're able to do things like mastering in supply chain management just pick on that delivery shipments carriers transport modes material insights once you do that. How far are you to mastering your supply chain. You are far. And there's so many more uses for MDM we'll get into some of that. Let me start by by let me share with you where you can look for the MDM opportunities in your organization. And a lot of you are trying to shape MDM for your organization. We have to find a business target for it. We can't just say it's a technical exercise so and so said that we should have it, and so on we have to find some business targets business targets that need data shouldn't be that hard to find really. The products that you make the supply chain for those products, your business operations, the intelligence that you use in designing your product and services and the intelligence used in the marketing and approval funnel. What haven't I covered here. It's a lot but MDM really can affect all of these things I think that's, that's really a big part of the problem with getting MDM projects kicked off. What you can see it is, it can be once you get past the misconceptions, it can be a lot. And there may be, I don't know let's say it can do 20 things which probably about true. And you don't need 15 of them that doesn't mean that you don't need MDM or that doesn't mean that MDM won't pay for itself or be beneficial to you just means that you can ignore those 15 for now. Because I think a lot of the functions of MDM are interesting as you go forward so it sets you up very well for getting into all of those additional functions. Alright, so this is a reference architecture for MDM. This is an Azure example we have sources of data we have our data lakes we have our data warehouses and so on. This is right in the heart of this, of all of this, and if I showed all the arrows in a, in a, in a very elegant architecture or just make a mess of the slide because there'd be so many arrows from MDM, because it really does interface with everything that's fully manifest within an organization. So, yes, it sits somewhere in the, in the, in the organization either operationally. Well, I would say operationally, but it affects all the operational environments and the analytical environments, or it can, it can grow into that. So I would say by way of definition, I want to share with you that it's not just about the core attributes, which is how you get started, I would say most people get started that way with all these things that are, for example, one to one to a customer date of birth customer status marital status accepted things you see there but also these was what a lot of people call analytical attributes I call them empowering attributes because that takes your value of MDM up to another level. So MDM can be operational and analytical, and we're going to get into that that's actually misconception so let's get into our misconceptions about MDM here we go. These by the way, are good misconceptions, meaning, meaning there are things that you need to add on to your MDM program for it to succeed. Some of them are really misconceptions that people have about MDM the discipline that hold you back from getting more into MDM like for example this first MDM isn't necessary. We have ERP or CRM but I think a lot of times, people who say this that they know that MDM fits somewhere within a Venn diagram in their organization. But it's a lot of work to kind of ferret out. Okay, what's MDM going to do and what's ERP going to do and what's CRM going to do. And when you, when you don't want to go over that hill, you can easily leave MDM aside, and that's that's that would be wrong to do, because MDM fills the gap, even if you have ERP or CRM or both. Either one of those are really great distribution systems. ERP is not great for for example data quality CRM is not really great for instantiating the data on and on really MDM does a lot of things which leads me to my next misconception. It's kind of a big blanket, big tent misconception MDM is just blank. Yes, depends on your perspective, but people come at MDM, and I can tell I'm always trying to figure out okay what's this person think MDM is data integration. Or maybe it's about architecture maybe it's about data modeling we're not doing modeling very well so let's do MDM. How about data merge and match. That's huge data quality. Yeah, that's a big part of it. How about workflow for for for building out the master data. Department A passes to department B etc etc till we have a master record how about that yeah that's a part of it too and also what about hierarchy management. Not as widely used as the others but some shops will use that the most. So you see it all kind of depends on your perspective and your business needs. That's why I want you to effectively fit MDM into your environment and use the functions that you need out of MDM, knowing that the others are there, and that you'll probably grow into it but don't try to borrow the ocean here with MDM find a business need make it happen. You can load it scaleably so you can grow out within your enterprise and which leads me to something that I also say a lot of and that is that MDM should be enterprise MDM. It shouldn't be just about a singular application. Yes, it can start there, but once you build out customer and product for example, who doesn't need customer and product which application out there doesn't need customer or customer. Okay, there's a few, not too many. Most of them need it, and most of them will home grow their own. If you don't have your data as a service to provide them from your MDM pub, which is how I express MDM within the organization is data as a service. So it's all the things I mentioned again, data integration architecture modeling data merge and match data quality workflow and hierarchy management. Now another misconception is that it's only about technology and it. So business users don't have to be involved. That's an it thing that's a technology thing don't give me these buzzwords because I'm you know I'm not going to hang with that just just show me the results. It's not going to work like that so this is a bit of a warning that you need to get the business involved in MDM so this may be a warning for you MDM champions out there. Who are going to do MDM to not do it this way and to not even really get into it with this thinking. This is this is a hill I will absolutely die on for a project, meaning that if if I know the client thinks of this, and I can't disabuse them of it, and they're not going to give me any business help in the project to define the data define the data quality rules, help me place it in the organization, so that it's doing maximum benefit for them. Yeah, it's probably not a non starter for MDM I hate to say it that way, but it is, you've got to get more than technology and it involved in these projects and also. It's not a one time project this is again another kind of warning to MDM champions out there. It can be it can start as a one time project doing something for one application, but I say that on the side, you need to be developing a strategy, you need to be developing a strategy of where it's going to go and the reason for this is that MDM it will it'll pay for itself with with one project but it will weigh more than pay for itself the more it goes the more use you get out of it. The more you build that thing once and you use it many many times over that's that's the my goal for you is to build true enterprise MDM. Some of my misconceptions again have been trying to help you get to MDM. This one is a bit of a warning of something that you need to do. I'm not trying to burden you with strategy and doesn't have to be a huge deal, but to get the maximum benefit and really sometimes just to justify the project. It needs to, you need to have a strategy around it. Okay. Next, MDM is expensive. You need to get into dollar numbers here in terms of how expensive is MDM because it really does depend on several scope features but these are true things about MDM here as an enabler. It means improve project results that's what it's all about MDM by itself and if you think this way inside of an enterprise that Oh if I build that data warehouse over there if I build that data lake over there. That's not good. Or if I build MDM that's no good. What was the ROI on just that we got to think a little bit beyond. Okay, into the uses of these things like MDM. And for MDM it's going to reach out and touch a project or projects within your organization. What is it going to help make them better. The easiest thing I found to do is to justify the are the, the TCO, excuse me the TCO, meaning you're going to save money by actually doing MDM because you're going to do it right you're going to do the data part right. I'm sure then saying well we're going to sell, you know, 50,000 more donuts if we do MDM on this program to sell donuts. That's a little bit harder. So MDM should be made in conjunction with most projects yes most projects that are on the docket MDM should be a part of and project benefits are indirect. And that turns that turns people into naysayers about MDM but these are things you have to go through. MDM also enables lower operating costs. And here's another one, MDM is only for large organizations. I think small organizations midsize organizations I've seen them do very well with MDM their scope is smaller and that's okay. They're just lower, and they're actually able to get through a lot of the value proposition for MDM a lot quicker and that's all good. And that lowers costs and that means it's not just for large organizations, all organizations out there that want to compete really need to compete on their data. This is this is MDM is the elegant way to compete on data today to be that what's the word for it. Data champion, if you will, data driven data driven organization yeah that's it. Okay, next is another to do slide for you staff MDM projects entirely with technical people I kind of touched on this a little bit ago. Yeah, kind of bears repeating and a lot of times what I've seen is that this is acknowledged upfront that oh yeah we have to have business involvement and, and yeah we'll offer up this and this person and that person at 10% and so on and then we get into the project. And they're not there and then we go back to okay it's just for technical people to do. It's not so you want that commitment. That's a misconception. Okay. Okay, another bit of warning here. It will fix all our data issues instantly like data quality. I actually have had conversations with people who want to install an MDM tool because it will fix our data quality problems. And it will not I could probably do a misconceptions about data quality presentation I would have enough material, trust me on that. But one of them has got to be that MDM or anything really a data quality tool, a data integration tool will fix all your issues instantly. It won't it's a misconception. Misconceptions. This is a similar misconception to what we buy a tool and implemented and we're on our way to the promised land without having to do all the messy work around it. Sorry, this is another to do a warning out there for you MDM champions data quality needs business input back to my prior misconception. If we get these cleared up though we're going to we're going to do quite well with MDM. MDM is another data warehouse. Well, if you squint your eyes at it. It kind of looks like a data warehouse there's data coming in, and this data going out. Yes, but there's a lot of differences. MDM is operational. It's not analytical. It's, it's very transactional in terms of moving data around. MDM is for master data only you wouldn't put your transactions in MDM. Now you might bring transactions into the hub to glean some analytical value out of it. You can put updated analytical attributes in MDM. That's all great. That's not what I'm talking about here I'm talking about as a storage mechanism. Right now we are certainly living in a world where there's no one size fits all you need your MDM you need your data warehouse. You don't want to take and on and on and on. Maybe time over time that will abate a bit, but right now we need them all MDM is real time by the way most data warehouses are not. There are similarities though in terms of data quality and data integration. Now data quality. What I'd like to do with my architectures is for MDM to feed the data warehouse, it's data. So all those, all that dimensional data for those of you that know what I'm talking about all that dimensional data in the data warehouse, that should come from MDM, because in MDM that's where we're really cleaning the data up and that's the dimensional data that the data warehouse needs so MDM should feed the data warehouse it is not another data warehouse. Right, similar to that one. The MDM hub is downstream analytical and post operation. No, it's, it's very much operational if you're not familiar with post operational. That's a term I use a lot to mean the analytical environment except when I say analytical environment people tend to think it's just the warehouse and maybe this or that analytical hub but I mean everything post operational. Everything that collects data from an operational environment and an operational environment, meaning one that is transacting your business. Okay, I hope that helped and didn't hurt but MDM hub is not a downstream analytical after the fact kind of database and by the way, most of, most MDM implementations out there and certainly most of mine do involve an MDM hub, sort of the physical MDM, not the logical school of MDM. Okay, here's a big MDM is for customer and product only and we're kind of doing a half job at that we're, we're getting by so I don't want to make that investment I hear that a lot. Well, I doubt that half job, or whatever you're doing outside of MDM is really good enough for giving you the most value for your book. In terms of what you're doing for customer and product let's start with that but the misconception here says MDM is for customer and product only. There's other subject areas that it's for Sue listed a few I listed a few earlier real quick, but there's no limit. So, I'm not trying to limit you, we're not trying to limit you here. It goes beyond I have one client that uses MDM for DNA. I couldn't have thought of that when I walked in the door and we started talking about customer or product I forget what it was, but eventually they got the hang of it. They figured out, oh, this is what MDM is. This is what it can do for us we want to do more with it. We get beyond our first target we get beyond that customer product which that's where most companies get into MDM. And usually they go to the next one customer or product after that one, but beyond that we're probably talking a good six months to a year into the program here. You're actually at the point then when I hope that you're able to spin up multiple scrum teams not just one doing one subject area at a time. You're able to do multiple and really pick up the pace there.  But I don't know anybody that's done done with their business by the way of MDM. There's been, there's probably some out there. If so get in touch with me I'd love to do a case study on you but most likely everybody's still on the journey it is a journey which might be another misconception that it's not a journey. It's definitely a journey, although any journey in business today must have points at which we can say okay now we're delivering ROI now we're delivering the value that exceeds the cost for what it is that we're doing here. And MDM certainly has to be that as well so don't get off on some theoretical exercise with MDM make sure you stay in touch with those applications that need the data. And you provide that data as a service to those applications and do be open minded that MDM can go well beyond customer and product into many subject areas and by the way we could probably spend some time talking about how you define subject areas I won't do that right now. But I'll move on to the next misconception which is about MDM and workflow. These are the misconceptions here. And the M has workflow that's not a misconception by the way, it certainly does. And we must use it that's the misconception that you must use the workflow if you think you already have master data in the environment somewhere. Okay, great. You can just move that data into MDM for all the other functions of MDM, especially the data integration part where that data is going to get integrated into all your operational systems or analytical systems and so on. So, MDM is still great in those environments that think they have MDM because it's probably sitting in a CRM system or an ERP system or somewhere, where it's not really a great place to distribute that data, or do hierarchy management or the other things that MDM does. Okay, great. But you know, oftentimes, I find that even though some people think that they may have great master data that really don't at the end of the day. So, by scrutinizing that data, you might find that you actually do want to use the workflow inherent within these MDM products. That's really where I land for most subject areas. I have one client where we did some subject areas with the workflow and we did some without that's okay too. That could be another misconception you got to do them all one way you don't. And the next misconception is MDM doesn't have workflow. So we must bring the master data to us so we still got to do that function. Well, if you have to do that function outside of MDM, then MDM's value proposition is drastically lowered I would say so all the things that MDM does to create master data. It's fairly unique to MDM in terms of technologies out there so MDM does have workflow you don't have to use it, but it's very valuable. Okay. This is one that most people don't resonate with me on this. MDM is not for syndicated data. That's a misconception I think it is. Usually, the reason that it's, this data is not brought into the MDM hub and now here I'm talking about customer attributes, product attributes, things that you get from a third party marketplace, or you're buying data which third party has taken off recently so there's a lot of data out there. Think about that data though in terms of is it isn't really master data. Is it something that many applications will be interested in in my enterprise and you'll probably find it yes, many of that much of that data is, especially around customer if you're enhancing the customer dimension. That's just customer data. That's just customer data from a different source. So, MDM is for the syndicated data most syndicated data, I would say, although it doesn't seem to work out that way and many enterprises because the people who manage the syndicated data are fairly removed from enterprise data architecture. Well, maybe that's what has to change to make it happen. Next misconception, and this is a two-parter. MDM is for operational data or MDM is for analytical data. It's for both. Okay. We can definitely use MDM to bring in operational data, change it, generate the analytical data from there. Like I showed you before, the empowering attributes, add them in there, get that exponential value uptake from MDM with that analytical data. If you have to start with operational data, that's fine. But keep in mind that what you're doing there is you're solving the problem probably of real-time data integration, which is a big problem. Okay, great, solve that problem. But do know that you can go beyond that into these analytical attributes. All MDM data will go as slow as the first one. The first one took an egregious amount of time or at least in somebody's view. Who's to say really how long it should take. I guess an experienced consultant could help you out with that one, but ultimately there are different challenges along the way for sure. And in my experience, having gone through multiple subject areas with some clients, we do pick up the steam that I was talking about before. We do get to the point where you see the value, you want the value, you have all these subject areas now that you want to get that value from, and you can spin up multiple Scrum teams and pick up the pace that way. Here, I'm really just talking about first time through, you don't have your processes in place, you're putting them in place, you're building the airplane in the air, if you will. But the next time through, as long as it's not five years later with a brand new team, you are adding, you are going much faster. So there's no way for anybody to say, okay, a subject area takes three months, this subject area is going to take six months, well, it depends on a lot of things. How are you staffing it, what kind of experiences on the staff, what kind of numbers is on the staff, what kind of skills and training, and which tool did you buy, is it a good fit for you? What are you trying to do with MVM by the way? What are you trying to do with MVM? Are you trying to do all the things that it does? That might take longer, but if you're just trying to do basic data integration with the MVM, it'll take a lot shorter. So there's no one-size-fits-all with this. You know, I like round numbers that say you have to break things up into quarters. So in a quarter what are you going to get done? You may not be the whole subject area, by the way. In fact, your first subject area, people pick customer or product, like I said before, those are a couple of the most difficult subject areas in the enterprise, but I get it. That's where a lot of value can be derived from, but don't think that they're all going to go that way, especially if they're a smaller subject area. So, subject areas, yeah, you'll pick up the pace. What everybody's talking about, and I had to get it into my presentation, generative AI. MVM will be unaffected by generative AI. Generative AI will automate many of the tasks that are currently performed by human analysts, such as data cleaning, feature engineering, and model training. As this generative AI begins to take on the analytics function in organizations, it will utilize the data in master data management. This has yet to be done, or at least in my walk, but I'm sure that it's coming. Customer segmentation, for example, generative AI can use MVM data to segment customers into groups based on their demographics, purchase history, and other factors like that. And this can help organizations to target their marketing campaigns more effectively. For example, this is also true around product recommendations, fraud detection, risk assessment, demand forecasting, etc. So, MVM is for fully centralized organizations. Now back in April I gave a presentation and I got into data fabric and mesh, so if you're not familiar with that. You can check out that presentation. A lot of people are talking about data fabric and mesh and these decentralized types of architectures. I am too, by the way. I am somewhat becoming an advocate of doing things of this nature. I think I already have been doing it for quite a while and now we're adding a little science to our data architecture environments, which is great. But the choice of whether updates should be performed centrally or decently within the organization. It's a key consideration to master data management as well. A decentralized approach may be simpler to manage within a large organization because it leaves data closer to where it's created and used. So instead of having one big hub for the whole organization, you might have a few. You might have them out in different departments and then they might come together in some sort of centralized hub or they may not. But either way, MDM fits into these decentralized architectures. And by the way, I love to put MDM on the data mesh, because that just makes that data much more accessible by all the applications within the environment, which I hope is our goal. And finally, my last misconception for you today, you won't need organizational change management with MDM and nobody's job will change as a result of MDM jobs will change if you do it if you do it in a big way. Jobs will change if you do it right jobs will change if you want to fully utilize MDM. And one of the big ways that it will change is in the use of the workflow remember the workflow where data gets passed around from department to department before a master record is formed at the end of the day and pushed into the hub for distribution. So whatever process you're using today to do that and I've been in environments where literally involved file cabinets and faxes. And this is, yeah, 20 that was 2022 and various other environments that do, maybe not faxes and file cabinets, but they do other forms of master data management, if you will, and those jobs absolutely change with MDM. And that might be a big example but I'm sure within every MDM project that jobs will change and let's not be afraid to, to say this upfront early and often and sometimes even to make it happen with the job description of the people involved. Yes, I go to that, I go to that extreme, because I want people to understand how important MDM is we're not just doing something casual. So, remember, when you say MDM upfront, half of the people are going through the, the seven, whatever it is the seven stages of distress where they go through the denial the anger and all that all that stuff right. And, but what coming out the other end of your MDM projects is going to be success so they're going to have to get around to acceptance. They're going to need some organizational change management. And by the way, OCM is not just about job changes it's about communication it's about people understanding what the new world is going to look like, once you have MDM in place. And this gives me an opportunity to say, come back next month, because next month, organizational change management with these data projects is going to be the topic of our advanced analytics webinar so I'll see you then and we're going to talk in more detail about organizational change management for now. I'm going to summarize the presentation. If you have any questions, hopefully you've been putting them in the q amp a go ahead and do that now. If you have any questions for me, pursue for iron. We're going to answer your questions in just a minute here.  Have I made that clear. I made it clear that not only is it full of misconceptions there. Everybody's coming at it with a different set of misconceptions. So you as the champion of MDM have your work cut out for you. MDM is much more versatile than most people realize. Yes, and don't boil the ocean with MDM find your little wins. You check in quarterly with what the ROI is, etc, etc. And one thing I love that MDM is not an option you got it, you got to have master data in some way shape or form. Again, which application doesn't need it. I can't think of any MDM is not an option. What is an option is how you do it. If you do it the right way with a great tool, and you know everything that's involved, and you have a plan, and you execute on that plan, but, you know, the halfway that many folks are doing today and which I did for years and years and years to write is to do things like, you know, let's let's use the data warehouse for MDM or let's use this operational database and we'll squeeze it out of CRM and stuff like that. Okay, though that's your option to really but to do master data itself, not an option. So let's dispel the misconceptions out there about master data management. Shannon back to you and let's see if we have any questions. William, thank you so much and just to answer the most commonly asked questions just a reminder I will send a follow up email by end of day Monday for this webinar with links to the slides and links to the recording to diving in here lots of great questions coming in. This question came in early, you know, do you need RDM before MDM. And Sue I know that this was something you wanted to look at as well. So go ahead. Actually, I RDM before MDM I'm not sure that's something that we did talk about I'm assuming we're talking about requirements doc right do you need to have the end reference data management. Do you need reference data management that I was looking at it a couple of different ways. So just on what your, what your use cases, right. I think you really need to look at what it is that you're trying to accomplish. If reference data is part of the use case that you're looking at as far as whatever the domain is that you have. I can jump in there real quick so I would say RDM is not something you need before MDM and the reason I'm saying that is because as part of what we offer at relative we do have reference data that we provide along with the MDM solution. So we can get that all set up for you. And this is something that rubs people the wrong way sometimes when I say and I'm not going to have time to really develop the statement but I'll just make it and I think that reference data management is really just MDM light. It's MDM for subject areas that really don't have a lot of complexity to it you can still handle them through MDM as Ian just said, but you need a plan for which which subject areas are important to to the applications under development. And you need a plan for bringing them together in time for those applications needs. And if that means that some of these are going to get classified as reference data management then so be it. Perfect. So I, so I'm curious on the AstraZeneca case study, I mean, or example, to consolidate how long was the timeline to consolidate their 66 MDM systems to three. Yeah, that was as you can imagine a pretty complex undertaking and task. And that took about a year to rationalize all of that data from all those systems and it's a global company data spread out everywhere. And so we had an implementation team global GSI partner, and all of us worked on it together and then got them to that outcome and saving them that amount of money. So, how is generative AI being used to automate the manual process of MDM tasks for example matches that are below a minimum threshold and require human review, have many vendors incorporated generative AI to improve MDM results. So, I will let the Sue and Ian answer respectively for their products but I would say that I do see, I do see this getting into products these days, and I think that there's a lot of opportunity for automation within MDM using generative AI, especially around that workflow which the questioner kind of touched on there right. These decisions that are made in the workflow can be automated definitely the ones that say have so and so review it and answer yes or no, or whatever to the to the workflow that can definitely be automated. I just understand what so and so is is is doing when they actually look at the record and let's bake it in. And if it's artificial if it's to the complexity of an artificial intelligence need and then so be it with generative AI so that's a couple areas that generative AI will affect MDM. Absolutely, we're definitely seeing AI bringing being brought in for doing things, as William just mentioned, but also like looking at recommendations for quality improvements recommend recommendations for enrichment. And actually this is a big one recommendations around policy enforcement so looking for PII and information that may be coming in that needs to be scrutinized further along that line so it's definitely going to impact things. Yeah, and I'll jump in there. You know, obviously, many of our customers are expecting some sort of advanced automated solution in the future, using generative AI like large language language models and LP. So the first thing that we have done we're continuing to do is just using machine learning models to automate the process of matching. So instead of putting in rules and manually creating the rules for matching and getting to that single consolidated view of a record, have the model automatically detect and create that matching mechanism for you. So that automates the process of matching records that are similar generative AI obviously adds even more capabilities on top of that the area that's interesting for us at least is using natural language processing so one example is, as you try to search for records within the system, you could have a conversational interface where a user types in give me all of the customers that are located in this region that meet criteria X, Y and Z. And simply just type in the results are populated so looking at MDM holistically there's a lot of ways to incorporate that technology and we are certainly going to incorporate and integrate that work makes sense and automated and automate bits and pieces of MDM moving forward. Perfect. I love it's such a hot topic right now right. How is generative AI going to be incorporated into anything and everything. I love it will. So many great questions but I'm afraid that is all the time we have today, William and I and so thank you so much for speaking today, and thanks to precisely and thanks to relative for sponsoring today's webinar and helping make these webinars happen. And just a reminder to everybody I will be sending a follow up email by end of day Monday with links to the slides and links to the recording of the slides recording of the webinar and so hope you all have a great day. Thanks everyone.


Before I go into today's video, I want to show you the Golden Gate Bridge is Right above my finger in that finger there When I'm here in person I can see it very clearly But here in this camera, it doesn't show very clearly is and I just think the human eye is so amazing It's better than most cameras in the world even in some of the advanced ones. Anyway Today's video is about renewal, which is one of the essential habits for authentic business success And I want to share with you a simple technique that you can use any time of day or night and It goes like this any experience you are having especially when you are not as happy as you'd like to be I Invite you to bless that experience specifically bless something you are experiencing whether it's a thing or a Part of you Part of your thoughts a person I Came across this technique because I was walking along this the street the other day And I started getting annoyed by the construction sounds. I was hearing for whatever reason I the stock came to me to bless that sound and I don't even really know what that meant to bless that sound but basically it was a feeling of sending positive energy and gratitude and an alignment a Oneness with that sound it's sort of like a you are we're all on the same team Like you're on my team. I'm on your team kind of feeling to bless that sound and then as I kept walking I started trying to bless the ground as I walked and it as I did that What's interesting was I felt a jolt of positive energy and a liveness come back to me it was like it was like I was tossing a Ball against a wall and it came back to me with this equal amount of force so as I bless that thing I felt more alive and awake and Some spiritual paths believe that every single thing in creation Has a spark of consciousness Of course, there are some things with more consciousness like sentient beings like human beings But even a rock even the wind has consciousness again some spiritual paths believe and I think that One day physics may discover Something like that that everything has a spark of of Awareness or consciousness or light or even choice So anyway, I invite you next time you are feeling a need for More happiness more energy to bless something in front of you Whether it's a sound a sight a taste a thing a part of yourself one of your thoughts and I invite you to comment below and let me know how that went for you a similar idea was taught to me by a friend years ago When and she told me that when she was taking a shower when she's taking a shower and she's soaping herself She blesses each part of she sends gratitude and blessing to each part of the body as she soaps And then I tried that for a couple of months and I think it actually helped me heal from some things I was dealing with back then so try this idea of blessing Something and let me know how it goes for you Or if you have any other technique that is Simple easy to do that you can share in the comment that helps you to feel more awake alive More positive very easily share that I'd love to know as well. So until the next video I bless and Send positive energy to you Be well