Conceptual data modeling is a crucial communication tool that bridges the gap between technical data concepts and business understanding, enabling organizations to derive tangible business value by clarifying core business concepts and rules.
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hello and welcome my name is Shannon
Kemp and I'm the chief digital manager
for day diversity we want to thank you
for joining the latest in the monthly
webinar series lessons in data modeling
with Donna Burbank and sponsored today
by idira today Donna will be discussing
conceptual data models how to get the
attention of business users just a
couple of points to get us started due
to the large number of people that
attend these sessions you will be muted
during the webinar we very much
encourage you to chat with us and with
each other throughout the webinar to do
so just click the chat icon on the top
right hand corner for that feature for
questions we'll be collecting them via
the Q&A section in the bottom right hand
corner of your screen or if You' like to
tweet we encourage you to share
highlights or questions via Twitter
using hashtag lessons DDM as always we
will send a follow-up email within two
business days containing links to those
slides and links to the recording of the
session and any additional information
requested throughout the webinar now let
me introduce to you our speaker for
today Donna Burbank she is a recognized
industry expert in Information
Management with over 20 years of
experience helping organizations enrich
their business opportunities through
data and information she is currently
manage the managing director of global
data strategy limited where she assist
organizations around the globe in
driving value from their data she has
worked with dozens of Fortune 500
companies worldwide in the America's
Europe Asia and Africa and speaks
regularly in Industry conferences in
fact she will be speaking at one of the
day diversity upcoming conferences
Enterprise data World 2017 in Atlanta
the first week of April here and just um
little over a week she'll be starting
with a tutorial on best practical steps
to implementing metadata strategy at
that event so Donna hello and
welcome hello thank you always a
pleasure to do these webinars and it's
good to see some familiar I would say
familiar faces but familiar names and
some some of the names are faces are
familiar as well so thanks guys whove
joined us on a regular basis um and as
Shannon mentioned today we are talking
about conceptual data models and
hopefully we'll make them less
conceptual and F focus more on the
second part of the conversation which is
really how to they get the attention of
business users and probably more even
valuable um how to get business value
out of these models so uh Shannon has
always did an excellent overview of me
so I don't want to keep going on that um
just a few things I am on Twitter at
Donna Burbank and then today there's a
hashtag lessons DM so if you are a
Twitter fan uh continue the conversation
online and I know there's always a lot
of good questions uh at these events so
hopefully we'll try to leave some time
for that at the end um I think U my bio
is up there so kind of had a long
background in data modeling metadata
management both in the field and with
several uh product vendors written a few
books on data modeling and probably most
notable for this conversation um was
product ma director of product
management for a while at idira or back
then it was um in barcadero ER studio so
any of the really great uh features of
that product that you use are mine and
anything that doesn't work you don't
like was built after I left so just
kidding so that's a little bit about me
um a bit about the series and as Shannon
mentioned these are all recorded um and
the slides are available too so if you
missed any in the past they are still
out there and I know a lot of folks who
are busy during the day you know often
have to catch them later so we
appreciate that as well uh so we've done
some things on Enterprise architecture
business intelligence in the past you'll
see the theme is to really put data
modeling in context which hopefully
we'll do a little bit slightly
differently this time but hopefully in
that same theme um his data modeling end
of itself is is well we might find it
interesting but it's not really that
interesting as just a standalone
artifact and that's what we'll try to
head on today if it's really only useful
and useful to a business when you're
doing something else with it like bi or
understanding the Enterprise and that
kind of thing uh so that's kind of the
theme we tried to cover as well as some
of the new technical Technologies things
like graph databases that are
H now so hopefully you can join us in
some of the future events as well they
are all available for registration if
you want to get them on your calendar
early I know some people do it all in
January and then just have them out
there so appreciate those folks that
seem to keep coming back so I appreciate
that so today the topic is going to be
really about how a data model
facilitates communication and that to me
um is really the main topic of
conceptual data modeling um is is that
business focus so if we remember and
we'll go more about this the focus is
really on a business audience and so the
display and the rules and the things
we're capturing really should be all
about the business at this level and the
second note I love distress um
Simplicity does not mean lack of
importance and and I think a lot of us
in the industry the more simple you make
it you should have SE get less credit
right anyone can make it hard um can you
take a very complex topic like an
organization or all the data that's
flowing through an organization and
really sum that up in a one pager um and
that's really the beauty of a
well-formed uh conceptual data model and
and that that's the goal is to make
something very complicated and make it
really intuitive so you can really sus
out those Core Concepts that really make
sense um and as always a model or a tool
or any technology is only part of the
solution and I think this is even more
important when we are talking about uh a
conceptual data model because the whole
point of it's communication and for some
of you I might go a little outside the
lines of what some people think of when
they think of
conceptual data model and I'll stick to
it because I think the goal is
communication right so if someone wants
to fly a plane with you know smoke
signals in the back to get the attention
of the business um go for it you know I
think so I think we have to be a little
more creative sometimes to get some of
the stakeholders that we're not
particularly used to dealing with so and
the process and best practices around
that to get that consensus and buy in
you know so that plays into some of the
other things we'll be talking about
throughout the year like the had
governance and some of those things that
really are another piece of the puddle
puzzle when we talk about data
modeling um so again you've probably
seen this framework again hopefully it's
helpful to kind of Bring It Back uh to
some some of the Core Concepts so you
know in our practice we always start
with the top down why are we doing this
what's the business strategy and how
does that align to a data strategy and
then we start from the bottom up as well
of what all the technology and we're
talking about unstructured data here is
it all relational databases etc etc and
all the pieces in between and I don't
won't go in detail on this at time if
you've joined other webinars you've seen
this but what I wanted to cover here is
really how data modeling and data
architecture and I'm going to include
metadata in this because a lot of the
value in a data model is the metadata
around it are really a core part of any
strategy you can have a great strategy
but if you don't know what your data
means or or where it is or how it's
stored um and particularly uh in this
conversation what it means and and the
rules around it you're not going to get
much value so we often start at the very
top of a business strategy starting with
a conceptual data model what are the
Core Business Concepts we're worried
about we have a campaign we're talking
about customers prospects product you
know those are the core pieces of a
business and I think when you
communicate that right to a business
audience folks get that in you're part
of the conversation and how you really
can link that
strategy so again you've probably seen
this triangle too if you've joined other
webcast but again hopefully it's helpful
to put it in context so when I'm talking
about business data I tend to stay
either at this conceptual model um or
you know it does tie into the logical
and we could have a whole topic just on
this but you know is a logical model
physically focused or business focus and
I'll say both and you can see that line
is strategically placed it captures
business rules and at this point you are
starting to think about how that may
apply to a data structure the focus is
still business um but there is some
structure around that that we're trying
to put in but I would say with the
conceptual level we really are really
trying to model the business unless the
technology or it shouldn't be at all
about technology behind it it should be
completely a business focus um you also
see that the pyramid gets smaller at the
top and that sort of hits on the point I
mentioned before is that less is more
and simplicity is the beauty of a
conceptual model so if you can think of
the bottom of that pyramid where there
may be thousands of physical tables can
you logically and conceptually summarize
those that we're really just getting
that view of customers product Styles um
inventory that kind of thing that's the
beauty of a conceptual model so simp is
better so you've heard me say conceptual
modeling we always get the question so
hopefully proactively we'll say this and
I will say there's our friend
Shakespeare up in the corner if you
didn't recognize him um or I'll say the
cob children have no sues right as an
industry the whole point is creating
common definitions we're pretty bad at
that ourselves um and there's a lot of
different names for this model I'm
talking about uh some people call us
subject area model some call business
data model Enterprise model um seems to
be the major theme uh is is folks call
that a conceptual data model so in the
book that I referenced in my bio um data
modeling for the business my co-author
Steve hberman actually did this not a
very scientific survey we had it out in
at that day the DM review with a big
publication um of what people call this
thing we describe this thing without
using a word we've called it in our book
a highlevel model just to avoid that
conversation because in full disclosure
Steve hobman calls it a subject area
model so I think those 12% go to his
classes I'm just kidding a lot of
respect for Steve he's a good guy so I
can tease him um and the rest of us call
it a conceptual data model so I can say
haha Steve I'm right because we actually
did a survey but I particularly don't
care uh what you call it I think the
point and hopefully by the end of this
presentation is it doesn't matter what
you call it you probably shouldn't call
it a conceptual data model to a business
user I I would actually recommend not
doing that that sounds very vague right
so maybe it's your business model your
business data model your business
information about whatever you call it
um the point is communication so I won't
argue sotic although I think I just
spent a minute doing that see I'm guilty
myself um but we we tend to do that
because we're modelers and we think of
semantics and definitions and sometimes
we can go a little too far so I will
talk about that more in the presentation
but if you call the thing I'm discussing
any of these things that's fine we'll
have you in our club um and as long as
you know what I'm talking about I think
we're fine so highle model I think is
what we use in the book just to keep it
neutral um so and just to set the
context I mentioned things about
metadata so technical metadata is hugely
important um often folks start there
because it's easy and in many cases to
kind of reverse engineer I won't say
managing technical Med is necessarily
easy but um you know it's going to get
your structure of energ an energer Car
Bar car whatever we're talking today of
more of the business metadata so what do
we mean by employee what do we mean by
customer and then of course the data is
the actual customers themselves but um
more of the reasons I put a picture of
Mr John there is um we'll come back to
this I think visual of presentation
especially at the business level is so
important um and I'd like to highlight
that when I build my conceptual models
because really if you're thinking of a
business these are concrete things one
of the reasons I don't like the name
conceptual data model it's actually to
me the opposite we're talking about the
actual concrete things that run a
business right locations and customers
and products and employees those are the
things they're things they they exist
they live and breed in some cases so um
kind of remind that in the picture I have
have
there uh Med again is this is a survey
um report uh I did earlier last late
last year uh with dataversity um on what
are some of the emerging Trends in
metadata management again this was
broadly metadata and not specifically
data modeling but what was interesting
is that 80% of the users of metadata are
the business and and when we did a
survey of a lot of the customers um or
users of metadata a lot of the
conversation was around just this it
helps business users and it really
understand the context around
information um and really the usage and
the business rules and all of that so
for those folks who say oh you know that
the business doesn't care about data I
would I would argue with you um that I
think 80% are saying they are I think
there's some frustration of how we
communicate to those folks in a way they
understand and one tool by all means not
the only Tool uh but one tool at least
at a starting point can be this
conceptual data model so that they will
be interested in listening I do believe
in fact my next quote I I just remember
this from one of my Consulting
engagements we we
the group try sort of convince the you
know we were in the IT department
talking to the business about how we
have to get common definitions and and
almost apologizing for talking to them
of we're trying to get the relationships
between data and and they said you mean
you're not doing this
already they sort of expected that we
were doing a lot more of this business
level design in our systems um and and
we're sort of shocked that we hadn't so
we were a little embarrassed but that
was a a positive feedback that of course
you guys would do this we would want you
to have these definitions and you know I
think sometimes so the how how do we
have this um linkage between folks that
you know their day job is either selling
product or managing Finance or you know
they they may use data but that's not
their main number one job uh in the day
that's ours right so how do we
communicate with those
folks so and and there conceptual data
modeling M I think in data modeling and
hopefully we get over this soon I'm
guilty of it myself we almost feel like
we have to defend ourselves for why
we're doing this but it is at the core
of so many things so a big driver in the
growth of data and we are seeing growth
there things like business intelligence
and analytics and and here's an example
of I think why a conceptual model is
important so say you know the
traditional business user they in the
corner saying can you show me all the
customers by region and I think we all
many of us in the call have understand
it atypical way we get this at least
historically for data warehousing you
kind of have your Source systems and a
data model helps there with getting kind
of the data structures and how it's
stored and structured um you might put
that in the dimensional dat warehouse
and kind of get your starc run in fact
we talked about that last month
um and that's it could be busy but it's
sort of on the on the technical side so
we we decided in this hypothetical
situation and we're going to start with
a conceptual data model because we saw
Don's dat diversity webinar and we are
all gung-ho about conceptual data
modeling so we started off with just a
very very simple model with the basics
what do we mean by customer right and we
spent a lot of time on this definition
because if anyone who builds definitions
knows that there's an art to this and a
bit of a science as well it's not just a
customers a c customer or custom you
know you know the very simple
definitions a product ID is an ID of a
product we've all seen those that aren't
very helpful so we one thought it's a a
person or an organization you know we
could do B2B or b2c they've purchased
one of at least one of our products
could be more they have an active
account now that that could be important
maybe they're a product but they they've
dropped maintenance or you know
something simple like that so we spent a
lot of time on this and we were wearing
it well you know are people going to
think this is a little too simple um is
this too academic um
and they did unfortunately this team
didn't really understand you know they
thought we were okay you academics up
there in your Ivory Tower you can go
debate the definition of customer duh
that's so obvious we're going to go do
the hard stuff we're going to you know
build all that warehouse stuff we talked
about in the previous slide they reverse
engineered and created physical data
models for each systems that was great
and they created the ETL scripts and
migrated to the warehouse and then you
know one of the key things I always
stress um in all my whenever I can is um
you the business value of this we don't
do data just for philosophical reasons
it's generally for some business value
um so often it's hard to kind of get Roi
from this so we were actually saying you
know that bottom bullet if we can
actually send out a welcome email and
give people a coupon and say we can
actually show Roi that we built this
reporting warehouse and these are the
actual results of all the people that
purchased something as a result so I we
were pretty clever for doing that um the
impementation went perfectly the scripts
were fine you know we had done all the
physical stuff great because we did have
the model behind that well until we
showed it to the sponsor uh and of
course you know the business folks they
know their customers more than anything
else you know just gut feel if nothing
else and she said you know we can't have
2,000 customers in this I noce gut feel
we have about 400 and Jones TI they were
actually evaluating our product for a
10% Global discount you just G 50% off
you know some sales rep is going to find
you uh your house and break your
kneecaps because you just really ruined
their commission um the main thing is
you spent all this money in it to build
the port and the data was bad um and
that's always me in the front the one
getting the Heat and the guy in the back
like nope not me not me anyway um what
did go wrong right we did All the Right
Stuff technically by the textbook well
typical what do you mean by customer um
and before anyone laughs or think this
is too simple I have worked for
companies that have made this mistake
and I don't want to call out a name
because I'm sure it's it happens often
um unfortunately these kind of basic
definitions what was happening is we had
our quote customer database and our
quote customer database used by sales
those were actually prospects right
that's an easy thing I mean most sales
people say I'm going to go visit a
customer today well often that's
actually technically a prospect you mean
who who corrects them right but you know
if we're going to put in a database
those are actually different things so
what happened this is actually a
business result we sent a discount
coupon to 1,600 of the wrong people we
gave upper management Report with the
wrong finger figure and now we actually
have to go back and fix it right so
what's that saying if you don't have
time to do it right you have time to do
it again right so a lot of problems just
kind caused by something as simple as a
bad definition so this time we started
again with a conceptual data model that
with our beautiful definition that's
there so a prospect is a person or
organization who doesn't own a pro
product is looking at it and a customer
is someone who does and has an active
account so again super simple business
definition but very very important
business results so again hopefully this
very simple business
definition uh kind of showed that this
does have an actual business impact and
the other thing I talked about this a
lot in the Enterprise architecture
webinar I gave a couple months ago this
doesn't have to take forever I mean it
can I mean some of these things maybe we
don't agree with the definition of the
customer and it takes some iterations
but sometimes it's an afternoon
whiteboarding and just taking that first
step and starting um go a long way and
yes the metadata repository behind it
and published models is all great but I
I wouldn't be afraid of even starting um
because sometimes you can dis fles out
some really simple stuff by a simple
white board in an afternoon or hour with
some folks um so uh the importance of
business definitions you've probably
seen these cartoons in other forums
before because I'm hey if you have data
modling cartoons use them where else can
you see data oning cartoons um and this
probably isn't funny unless maybe it's
not funny at all um but unless you're in
the business right we're all all done
with acceptance testing and everything
looks great and this new marketing
application this little question what do
you mean by customer well as we just
showed that it's really hard to fix
after the fact you built the whole
system and your basic definitions are
wrong right so get the basic
requirements before you start and that's
where a conceptual data model and
help another data modeling cartoon um so
the other thing and I may differ with
some others in the industry use the
language of your audience in the model
um so a couple things one is display a
way that's intuitive to so some folks
say a business person can't understand a
model you know two type well you should
build it in a way they do we use
PowerPoint all the time right we think
in pictures we tend to um understand
thing so a lot of I've seen
presentations from business users they
didn't call it a data model but it sort
of looked like one you know they might
have even boxes with things like product
and customer alliance between them
they're just trying to sus out their
things themselves um and it becomes very
much like a conceptual data model you
know put it in the PowerPoint do the
model and put it in PowerPoint if that's
how folks want to see it um use business
terms and avoid excess detail which I
think it's a beauty if you think that
pyramid again keeping it simple um and
to totally show show my ultimate nerdery
this is one of my favorite quotes a shoe
ofation so if you're not familiar with
what that means it basically means avoid
using big words to over complicate a
simple term which is sort of I don't
know I live in Boulder Colorado where
there are many other nerds I guess
because this is actually a bumper
sticker that people have um and in
writing circles this is of a joke that
people use you know if you can use 10
words but you could use two use two you
don't use a big word just to make
yourself sound smart and I think uh we
do that sometimes in technology if we
just use a lot of big words and show
people how smart we are in technology
won't they think we're great no actually
I think the opposite I think we scare a
lot of business people they don't want
to talk to the tech it either we're
talking down to them or we're talking
that geek stuff so you know asso obus
keep it simple stupid I guess is the the
quick version of that um and Talking
your business's language so this raises
the Eternal question that I know keeps
you up at night um
can and should a business person learn a
data modeling notation so can I think I
already talked to that yeah of course
they can it should not be hard this is
not brain surgery um I think the beauty
of a model is that it's simple the
concepts that we're describing can be
hard uh should should they I would say
we should build the models in a way that
they don't have to um but they can and
I'll go through a quick you know 101 of
modeling for those folks who might be
business people on the call who might be
familiar with modeling Andor a nice way
for you to describe modeling to your business
business
stakeholder um so here it is so again if
you've never seen modeling this is a
little primer for you but I think more
importantly for the technical people in
the call you should be able to explain
your model uh to a business person in
about 5 to 10 minutes quickly with
slides like this and I think they should
be able to get it people are smart um
and the model should be simple so an
entity those are your nouns of the
business right the who what where why
when the who might be a salesperson what
might be a product you know know how
we're invoicing people through an
invoice uh there's the dma dictionary
definition of it but again I wouldn't
start there I just say this the nouns
right you might even start looking
through requirements documents to or I
mean business documents when you build
your model and I often do this just draw
boxes around the nouns right those are
often your business entities I keep
hearing about products and this well we
must it's probably an entity right so
nouns are the
entities um attributes or or ways to
further describe that entity so again
employee last name first name higher
date again this is fairly basic I think
most business people would understand
this is the descriptions the adjectives
about the thing um and even the model
there at the bottom that's pretty
straightforward we don't have to get
into the fact that that thing on top is
a primary key but if you did just call
us a unique identifier for this thing
you know people can understand that um
and then the attributes are around it so
that should be fairly straightforward to
people um the next one are the verbs of
the organization
um and if any of you uh have heard my
full story which I'll shorten here um I
was probably one of the few I don't even
know if they teach it in school anymore
but diagramming a sentence I think I was
six years old and they did the
diagramming sentence which kind of um
you you underline the verb and you you
Circle the nouns and you put a downward
line to a prepositional phrase very much
like data modeling actually so I knew I
was a data modeler back then I think it
was the only kid in class that really
got into it I still diagram sentences
time to time um in a way it's like often
start with drawing a box around the
nouns one at the bottom a department
employee draw a line under the verbs
that's really your your relationship
line right a department can contain more
than one employee again you can take a
lot of these business rules that are
part of your organization that might
exist in some documents and really kind
of easily that way start turning it into
a data model Department can contain an
employee a customer can have more than
one account those are you know uh those
are the relationships the sentences of
your business and some tools are you
going to write scripts around the tools
that can take your data model and
generate these type of sentences so we
just did a workshop in our practice
actually I wasn't there my team in the
UK did this but um where we took the
model and created these business roles
when we had the meeting with the
business stakeholders we read them the
sentences we didn't necessarily well we
also showed them on model but to kind of
check the model is you know does the
sentence make sense to you uh no a
customer can only have one account the
customer and account those are almost
the same thing in fact we could call an
account customer so wrong you might have
more than one um you know wallet we call
them wallets what you call an account
you know all those kind of thing they
get flushed out by sometimes just these simple
simple
sentences um and then cardinality that's
a great big word um that we can make go
that issue OB we can make a really
simple thing sound really techy and
scary um all that is is the how many
right and I like this little picture
it's if you if you're using the IE um
notation instead of look if you look at
that on the employees that the one to
many one is really if you think of a kid
how many they hold up their hand right
one is one finger the other one you
could turn almost looks like a hand
several fingers I actually and I am fun
at parties let me tell you this is the
type of stuff I talk about um but when
we did the data modeling for the
business book uh again we were curious
there's a lot of different notations
some people like I def some people like
iie you know there's a lot of different
ones I actually created a simple
business rule and put it in a data model
and ran up by a bunch of my friends
again I am fun um and folks that one was
a painter one was a sculptor one was a
musician One Was An Architect that built
houses there was a finance person one
was an engineer none of them were in
data per se and I kind of said what do
you think this means most of them looked
at the one that was the the notation
here and could kind of get it well
there's one thing and there's kind of
many things and it looks like a
department can have more than one
employee I me a lot of people got it
without my even explaining anything they
just by the notation so I'm a big fan of
this one but again let's not be too
academic I just find that when I'm
talking to business users this one seems
to kind of make sense for folks so I
tend to like information engineering
which is crows feet a lot of people call
it um or children's fingers what I call
that um it kind of looks like a crow's
foot as well but that doesn't show the
the menu so anyway that is it I mean how
long did that take right here's another
one super types and subtypes can sounds
so complicated but it really isn't it's
either or or and right so here maybe
just draw an example a vehicle if it's
an exclusive or is it X exclusive again
in this notation um can be a car or a
truck it cannot be both we can argue
there some cars that are some but in
this particular business there are cars
and there are trucks and they're not the
same thing you can't be a car and a
Truck at the same time you're one or the
other or you could have an inclusive
subtype where I'm a person and I can be
a customer and I can be employee of that
company and that might be kind of a
thing to talk about oh wow if our
employees are buying the product they
get a discount do we not let them buy
the product we you know could be a
conversation right there um and just as
a joke I I was a spent a time in
marketing at a data modeling company and
my boss at the time was not a data
modeler she had grown up in marketing
pure business person um wanted to know a
little bit of modeling and I would I put
this in a presentation and at first
she's like what's that X and I just
explained she like oh um it made a lot
of sense it just was a way to explain we
were talking about campaigns and we were
segmenting customers and this is my way
of saying we don't want prospects we do
want customers that kind of thing um and
she it and like she kind of joked oh
that's an exclusive sub type
relationship and that was sort of a joke
the rest of the uh time I worked for her
she was a marketing person she loved to
talk about exclusive sub type
relationships that's probably rare you
should you should not use that type of
terminology um when you're talking to
business um but the point is this is a
particularly easy one to understand and
you know I've heard folk again I might
go outside the lines when we say what's
purely a conceptual model there's been
an argument of you know are should super
typ sometimes be in the conceptual model
I think so because I think it makes a
lot of sense you're you're starting
to flush e can talk business rules like
can a car and a Truck be the same thing
or a car manufacturer what about these
hybrid vehicles could there be a third
thing you these are very important
Concepts and it's pretty easy to
understand so yes I would say I'll put
myself out in the limb that yes you
could put um a super type sub type in a
conceptual data
model the other thing that might cause
some disagreement with me but I'll stick
to it um is it do we use the business
terminology or you know a common thing
in the industry is this idea of say a
party right the beauty of the party
model that sounds like it's a good time
is you know you you could have a there's
there certain things about a customer an
employee or or a client and a customer
that are similar can we roll them all up
into this concept of a party that's a
reusable thing that's a great idea to
use but I would say when you're talking
to the business person unless you know I
might be legal and there's a party in a
dispute and they use that term party for
their customers that means something
then I would use it but say had a party
associated with an entity what the heck
does that mean it could be a legal party
is associated with a a legal entity
which is the company unless it means
that it's very very vague it's a thing
relates to thing you could you could
summarize things so much that you just
said you know things relate to things
and everything's a thing and that gets
crazy right so I particularly prefer to
say things like a customer PR a product
or employee works for a department
that's the terms the business people are
using and maybe there's some redundant
see when you use the actual physical
model maybe you want to do that
differently but at this point we're
trying to get the difference between a a
you know business terminology so I will
ask the question I ask a lot of
questions when I do this is a customer
the same as a party is the customer the
same as a client is the customer the
same as the pro you know that that's the
type of stuff you're trying to flush out
um you could have two versions of
customer on a conceptual data model with
two different definitions and trying to
say are they different you know this is
might up to the endgame but you're
trying to understand okay maybe that's
Europe's definition of customer in North
America America uses something different
let's try to understand that more again
you're just trying to communicate when
you're talking about this conceptual
data model and keep the focus in the
business as I mentioned we can often get
academic I mean one of the reasons we
like or I like the other thing it is
that kind of logic we go through but
don't make it a logical exercise it
should be a business exercise so if
you're arguing let's think why we're
arguing is it a different entity then
yes we should really flush this out is
it different names for the same entity
Maybe yes that's something we should be
discussing could it be a super type
subtype relationship and how you resolve
that could be different ways maybe we
keep the different names maybe we try to
make it one name but again you should be
arguing where it's a business definition
not semantics or just theoretical we can
I I have to catch myself sometimes it's
just sort of fun to start to think these
through but at some point you're like
does this matter does this matter to the
business or we just being academic so as
a client a customer those the same thing
what's the difference between an
ingredient and raw material we had a
customer we give an example in the state
of Ming for the business book that there
was an argument about that right some
folks is raw sugar an ingredient into a
piece of candy or is it a raw material
shipped from Brazil that's actually cane
right so could be either one there's no
answer to that the answer is how the
business uses it um again I mentioned we
just did a modeling workshop with the
our team in the UK and there was
actually an argument whether water was a
liquid so I mean this was a uh
environment group that was doing
environmental testing so it made sense
but I think I joked them I said I hope
your business sponsor didn't walk by the
room when you're arguing with water is a
you know some of these things can seem
really academic so I think we should
just check ourselves and say are we
arguing this because it means something
to the business that we need to resolve
or does it really not matter if you call
a customer or client is the same thing
just pick one and move on you know I
think the move on is sometimes what we
have to remember when we're doing is it
should not draw out unless it needs to
it should be as quick as possible to do
these kind of
models definitions are important so
don't slack on them um I think this is a
lot of the part of of the model that can
be difficult and to think through and as
we showed in the example you can have a
lot of big business issues caused by
just something like a IL defined term um
you know what do you mean by customer
would beat that one to death you know
how are R defining household if you've
been doing that in your business there's
a lot of different ways is it family
members is it people that live with the
same address you see I like this stuff
because it's just fun to think through
all the different combinations or
something as simple as how calculating
total sales and again it doesn't mean
that you're you're the folks at the top
defining this for everyone lots of times
it's just showing it I have some
companies working it's a particular tool
I like in the market that will show all
of the different definitions and just
the why I'm using this definition of
total sales for this report and this one
for a different report and this why
because you the different definitions
and and as long as you're clear about
that that's fine it's not you're
dictating necessarily um how people
should do it it's just being clear about
it you know sometimes you need to dict
but not all the time um and then any
Italian speakers in the phone you'll get
my little joke about appy API means B
Italian I was that was kind of cute um
so anyway but you know if we're in the
financial industry what an equity
derivative what's one of my first big
metadata projects was just listing all
these financial terms and what they mean
for the Brokers and then we built the
bit the technical stuff behind it but
the hardest thing was getting the
definitions right for some of these
terms and making sure every was
calculated in the same way so don't
slack on your definition that's a huge
part of conceptual data modeling um some
tools that actually you can show it on
the model I'm a big fan of that um
because then I think you know I think
sometimes showing something like customer
customer
account that just okay yeah but when we
start to say you know customers a person
organization with an active account
how's that different from a client or a
client has an active brokerage account
uh no we can roll those into the same
thing you know again that's what the
business person would have to make that
decision but often until you can't
until you see them you know is a broker
different from a salesperson oh wait
yeah you're right I think clients are
different because those are the high net
worth individuals and a salesperson is
any account under $100,000 US you know
something like that but unless you see
the definitions it's often hard to see
why you have client customer on the same
model um so anyway just a tool I like to
use it could be anything you could
export these out into a spreadsheet I
would say start with a model but again
it's however your audience wants to
consume them because the the big reason
we're doing this is for that community
so again if a a sign out in the street
is going to get people to read this I
would I would do that but I don't think
you have to try that hard often I think
that like as the quote said earlier a
lot of business people are actually
relieved that someone's thinking about
this um as long as you keep it simple I
don't have a slide for this one but it
was a thing you know respect people
times make the I think a lot of business
people if they are none willing to look
at your model might have had bad
experience in the time in the past I
have been in meetings where there's a
logical and priz model with 200 entities
printed on the wall would take up two
walls and we say to the business person
we're just going to spend an entire day
going through all of this and if you
don't mind we're going through the
cardinality and the relationship you no
surprise they don't want to do that
again I I had one customer that he would
put five entities on a blotter you know
when when his sponsor came in it would
have it on her desk he' just say five
entities 5 minutes and you could just
look at these really quickly and you
just sort of do a little subject area
every morning just I I just
if I could have 15 minutes your time or
whatever often some of these questions
don't take a long time if you can do it
in small chunks and more importantly do
it something that makes sense to them
that's a business problem hey I know
you're doing this marketing campaign can
I just double check with you when you
say customers you mean existing
customers and Prospects or just existing
customers that wasn't hard um but it's
just asking the question or if you need
to model a small model like this I just
wanted to know what do you mean the
difference between customer and client I
I drew this out does this make sense to
you something like that sometimes that's
all you need it doesn't have to be a
whole day workshop with you know
thousands of entities on a wall because
I would hate that as well no actually I
would like that but I'm I'm weird um and
and again human metadata I always say
avoid that dreaded I just know I cringe
when I hear that we don't need to Define
customer I get that well you get that
but your definition may not be somebody
else's you know so a lot of this
metadata in a company is an employee's
head you know the guy in the picture
well part number oh that used to be
called a component number those are
really the same thing well he knew that
then anyone else putting that in the
model and making you know this tribal
knowledge Enterprise knowledge is a huge
part of the model So it's talking to
these people it's it's getting it in the
model having the different pieces of it
it might be showing this person a small
model kind of making sure excuse me that
this is kind of published out to the
organization and here's my little my my
counseling for the day I I think of this
wouldn't the world be a better place if
we all did conceptual data modeling
because it really helps communication
and wouldn't this help our daily life
too so one of the weird things we do in
the US for some of us uh I never have
had to do it but children have a summer
vacation and parents say what's this
great idea we've got this lovely large
country we're going to drive across in
the summer we're going to see all the
different sites and I think many a
divorce and many a you know brotherly
sisterly Feud have been caused by being
stuck in a car for weeks on end driving
across the United States um so wouldn't
it have been better if we all said let's
go in a family vacation what do you mean
by vacation right so maybe the father is
like you know I think this is a great
opportunity to learn new things and I
want to step in every state park in
every state and learn a new fact in each
one and mom goes you know I really have
been working really hard I just want to
read a book so you can you know go to
your stupid state park I'm going to sit
in the car and read a book and Jane has
been studying at University for a while
she goes you know Dad you can stay in
your stupid Park and Mom read your book
I'm going to go out and take a run
because I have been studying in for
weeks and I just want to get outside in
the state park I'm not going to go look
at the interactive exhibit dad that's so
stupid um and Bobby didn't want to go at
all he's like for me vacation staying
home being with my friends so could I
just skip this whole thing all together
and Don's like well as long as I have my
laptop um and I can be building data
models in the car then I'm good right
and then Ian the Brit he's like you
Americans I call that a holiday you
don't even know the right word right so
all of this conflict uh just from
something as simple as what should have
been fun the vacation so if you think of
it if we often find our terms right uh
let's let's go to a party on Friday what
do you mean by party um maybe you could
be annoying but I think you can see that
sometimes just getting basic definitions
of things before you start a project uh
can avoid issue so um feel free to dat
them Mar with your family if that is
going to help things hopefully an
illustrative example so the other part
we've been talking about a bit is that
we are visual creatures and the other
Beauty you I mentioned you can put some
of this in a spreadsheet that's fine um
but the beauty of a data model is that
it is graphical and we tend as humans
think in pictures in fact this is an
actual cave drawing found in southern
France no just kidding it was actually
an Ida notation that one uh bad joke U
but we do we had to draw we TRW the
thinking pictures we draw pictures so
that's one of the beauties of a
conceptual D model is that is very
graphical and pictoral so one of the
things I do uh in most of my Consulting
projects and it it's something that most
people if any of my clients are on the
phone they may get
because most people do the first time
until they look at it and then they're
like oh this makes a lot of sense so I
often just put literal pictures of
things in a model right and this has
been very helpful at several clients uh
so you know I'm talking about a
salesperson that sells a product Oh
product and a box no no no no our
products are all online games you know
we wouldn't actually have a box for that
anymore we used to sell them in stores
and now it's all online so there's no
okay well there's a you know thing right
there and salesperson support rep okay
the support rep on the phone but you
know sales people are actually on the
phone too we don't have any you know so
I I I've had several customers where it
you know things came out of the model
just uh from drawing it out this way um
the other thing that sort of makes it in
fact it it sort of makes a drawing of
what the business is so several of my
clients I have one I did some work for
an outdoor industry and it was Stefan
Krauss and he worked in St maritz and he
was a ski instructor and he purchased
products so we had the thing all around
Stefan there was also a Stefan cruss who
is an accountant in zerk um he had
certain characteristics in a certain
salary and because he was in the Europe
he was subject to gdpr you know all the
sort of stories around that customer
especially when you're trying to explain
you know the connections between data or
why it's important um I think it really
starts to click with a business person
the customer down the right was he was
Stefon no he was Martin stes he was the
high Networth individual who had
different accounts in different
countries and he had yacht insurance and
all these sort of things um and it's
funny during the product people start to
say well well Stefon would you actually
start to sort of relate to it but that's
the purpose right um the client I met
today is a healthcare provider and their
their complaint was the the picture we
had the guy looked too healthy like how
many hospitals actually people are
actually just very attractive with a
Band-Aid on right you don't actually
have sick people but the story was
around you the hospital visits and the
the different claims and all that so it
really is is kind of a nice one pager at
a pictoral level um I've had different
aha moments with different um business
people one was a l us describe our
customer generally they're younger or
they're older or so you could laugh that
that's the feedback they had or you
could say wow we got them engaged
they're stared to see their business in
this right or another business person
said oh so I get it the hard part of the
warehouse is the relationships between
those things right that we might have
been missing a relationship yes there's
no connection between a salesperson and
product we need to add that or you know
it sort of makes it very real um because
you're literally seeing your business
and the reason I started doing these is
a am a goofball and D it helped me when
I go into another customer new customer
new business May haven't worked with it
helps me tell the story of what is this
data doing why are we doing it how does
it flow um and I said well might as well
show it to other people and there's my
tip for you I think it really does work
because it it kind of makes it very
concrete um for the
business um because we do tell stories
not only tutorial but everything is a
story right we can't even sleep without
dreaming which is really stories right
and so I think that the impact of this
is what I'm trying to say is they no one
cares about your data model you might
have heard me say this before and it's
sort of sad um but they do care about
the results they don't not that they
don't care about data modeling um they
want to see the real world impact what's
the story why are we doing this what are
the results of that model and what we're
trying to say is that we can't like
sales to salesperson because there's no
relationship there or if we could think
of all the great things we could do and
I think sometimes we missed the so what
um when we do modeling we can stay too
much in the database level so um you
know I'm not saying you necessarily read
data models to your children before they
go to bed but but the the point is it's
not the model it's the message um and I
had to remind myself in fact many my
training classes I kind of say that I'm
sorry but nobody cares about your model
and I I was working with a customer and
we do we get into what we're doing it
could be anything it could be a thing
you're writing an article you're writing
it could be your own taxes you know
anything you're in the middle of
something you're you're you're in it and
and the customer you know wasn't
connecting that day I think they
probably had a big meeting and I had to
joke to myself Donna nobody cares what
your data model you know what was a
story you were trying to tell so you
know I tease myself too it's like these
are the things you have to remember it's
why are you showing this to somebody
what's the
scenario um another you know you might
have seen my guy in the lower left but
somebody encouraged me that they said
they actually liked it though you're
going to see him again um but it reminds
me this is me you saw my picture in the
beginning but inside I'm that little guy
in the lower left
and so my point of this slide is that
there are different personalities and
different goals in the organization
everybody's that guy in the middle
what's in it for me right but I think
there's also different personalities so
we as data Architects we probably went
into data architecture because we're
focused on things like architecture and
technology and often just we're sort of
hired to fire find problems right we
find find problems and we fix them and
that can often make us seem very
negative right so business people
they're very results or oriented the
salesperson almost by definition is just
genetically positive you know the
customer said no I'm then to ask again
you know and and it's all about
opportunity and business growth so there
sometimes where we clash and we can be
seen as really nerdy that might be
surprising so you might be wondering
this little with this little guy I'll
explain it so we're often seen that kind
of that weirdo in the side of the street
you know holding up the sign going the
world is going to end if their model
isn't their normal form you we might be
right maybe the world will end if our
model isn't in third normal form but the
business person doesn't care you why
should I care that it's in third normal
form tell me the what so what so that's
my recommendation on the right can we be
the same person on the left
inside but but but put on the hat we all
wear different hats of more of a data
advisor less architect and more advisor
so think of the opportunities less hey
guys we can't do this with a modeler
this is broken or this is really hard
hey if we could Link customer day with
product think of the stuff we could do
um so what are we doing different on the
right well we're talking the business
person's language
why what do they want to do they want to
get more money they want to increase
sales so we could do this we're being
we're thinking of opportunities not
problems there could also be a product
problem we can't link customer with
product um and we're trying to get
funding to do that but we're saying it
in a positive way think all the great
stuff we could do if um because that's
often how really successful business
people live and work that's why they're
successful always that next same thing
and we can get annoyed by them because
sometimes they forget the details and
that's what we clean up after if we're
talking to them that's really what
they're thinking of and that's really
what I think is fun about data
management why I'm still in the business
um because especially with data now
there are so many cool things we could
do um so putting on mat hat especially
when you're speaking with the business
executive that's where you become data
adviser unless data architect who the
weirdo with with the sign in birken STS
which we all are part of probably all of
those right so just think of your
audience I guess is the message there um
and and we do the same thing right as I
mentioned before do we really we're all
into our model do we care about the
details of other people's jobs so think
of an accountant right so we talk to the
accountant we knock on his door he's
like you know we recently switched to a
Cru based accounting based on cash based
accounting because and you're like I
really just want my paycheck do I need
to know all the details of the
accounting system I I just want my
paycheck so again business people are
the same thing with a data model well
why would I care I just want the data
for this report or I just want to make
more money through sales how can I do
that how can data help me so you know
it's not that folks are bad people that
people don't like data I think actually
a lot of people are interested you just
really don't care about the details of
what we do because we do the same thing
I give any job you know I have a an
electrician come to fix my house I
really just want the light switch to go
on I don't know the detail you know
sometimes you are you kind of want to
know what they're doing but in general
you just want the results you don't care
about the
details so um again if you've been in
any of my workshops we often kind of
have this as one of the the uh exercises
and I think you know driving home think
of this or if you're at work or wherever
dinner think of this um how would you
describe your project to the CEO in two
minutes and this actually happened to be
once in the US we always said what
what's the elevator pitch right you're
riding up the elevator with the CEO and
they ask you what you're working on or
you have a sales Prospect in the
elevator what would you say to them in
two minutes or how fast your elevator is
to sell them so what you probably don't
want to do in the left is you know I'm
working on a project to rationalize
metata across data you've lost them
right that's really not very interesting
to other folks but if you can put it
their context well I'm working on that
big uh online marketing campaign you're
doing we're going to get a better
customer list so that you can have
better content targeting or you know
whatever it is you're working on think
of that the context targeting you know
my story is this actually happened to me
I was working at a custom one of my
first programming jobs way back in the
day when I was a software engineer um
and I was riding up the elevator with
the CEO and he did say almost literally
just this so what are you working on and
I told him about the program he said but
what does that program do and why and I
couldn't answer it so it was partly my
manager's fault for never filling Us in
with a big picture but it was partly my
fault for not thinking of the big
picture I was so focused on getting that
application to run I knew what my little
piece did but I really couldn't tell the
big story so that was embarrassing
enough that that never happened again um
and hopefully you think of it before
that may ever happen to you um or you
know in anything it's not just riding up
the elevator could be anything when
before you give your presentation before
you do anything what's the so what and
why do you care and why would people
care um so that that's basically it when
we're thinking of the you know a lot
more we could to talk about but again in
the spirit of keeping it simple um with
conceptual models we're focusing on the
business business stakeholders business
rules so focus on what is interesting to
them have your presentation suit the
audience keep it simple and think of the
story right well it's your elevator
pitch um and don't make it overly
complicated so before we over up the
questions just a little bit if you did
have a question and it doesn't get
answered today or you just want to say
hi um I'm here's my email I'm also on
Twitter as well as our company and my
personal website
um a little bit about my company global
data strategy we do this for a living so
if you want help let me know um there is
a metadata management course online in
addition if you're at edw in Atlanta we
all do the whole half day metadata
session um but if you just want the the
Nuggets online and in your pajamas you
can watch this um and just if you can
join us for any of the others there's a
whole lineup for the rest of the year if
you are interested so without further
Ado Shannon we can open it up for questions
questions
Donna thank you so much for another
fantastic presentation we had a lot of
great questions coming in to answer the
most commonly asked question just a
reminder I will be sending out a
follow-up email by end of day Monday
with links to the slides the recording
and anything else requested throughout
the webinar we did have a request for
the um the report the metadata uh report
that you were showing earlier so I'll
get that out to everybody as well so
just diving in here Donna to the to the
questions you know this C this question
came on um you may have addressed it a
little bit but um have you seen
conceptual data models done for the bi
later yes
and in fact I had a slide I took out um
and and that is something I've often
heard why isn't um bi your star schema
isn't that just a physical thing um and
I had a slide that actually looked like
a star and and I think when you're
thinking think of a star scheme I'm
reporting on sales by region by customer
all those things you're reporting by I
mean I often just do a very high level
model that is the star schema and make
sure do I understand just what those
Dimensions mean do I understand how
we're summarizing so I think yes and I'm
not sure why that is so often fought
with me that well no no no it's a of
course it's a physical you're building a
warehouse but if you don't get I would
think even more importantly with bi if
you don't get those core definitions
then your reports aren't right so I and
and try to just understand with the
business what are we reporting by and I
have just kind of a very simple you know
might be
you know the
the entity in the middle and some Stars
around it and that kind of makes sense
this is the main thing we're reporting
on this is the slices of the dimensions
we're reporting by so yeah I think it
makes a lot of sense for
business so uh as I know Dr Peter Chen
the inventor of er model diagram
considers ER model as conceptual and
wished it to be used by the business
people from the very beginning but with
very um what has been changed in since
Peter's time and approach
approach
um well I mean I think I would agree
with them that you know there are
business people that can understand a
pure data model um I think well I'm just
seeing a trend in the business in
general I mean I had to kind of switch
my thinking um you know often has been
very prescriptive you know you should of
designed and then you implement and you
build and I almost think the difference
between encyclopedia and Wikipedia you
know this whole idea of of
crowdsourcing um so I guess I've just
been more creative in my Approach and
and so you some of these things like
pictures I think you know I I've sort of
seen even just metadata repositories
where there's comments and threads and
almost like a slack channel from
metadata um so I think I think some of
the Core Concepts are the same um he's
done a lot for the industry but I think
and I I've can get my brain around it
often and say you know this is a good
thing it's not as structured might be
more agile um but I think so some of
these creative maybe it is a slack
channel for metadata maybe it is a
picture that just gets the idea across
and maybe you put in the model later or
maybe it's iterations of the model um I
think the smaller bite-sized chunks in
the add world with small amounts of time
happen so you know I think the Core
Concepts are the same I think we've
gotten a little more creative on the
front end for some of this when we talk
about the conceptual model my two cents
on that one sure so one of the
challenges I find in building data
models is showing the relationships in a
way that is simple and palatable for
business users do you have any opinions
or recommendations on software options
for develop data models
models
um the relationships I have two ways I
show those let's see if I can go back to
my screen um one answer because I think
the relationship well one answer as I'm
looking for my slide is I wouldn't I
show only the relationship that makes
sense I mean if you're doing a bigger
model sometimes it is those relationship
lines that get really gnarly the LA of a
better word very quickly um so that's
one thing and this many of the data
modeling tools in the market I never say
the name of any tool so stop asking me
if that people did not that you did I
often get that question I will not
answer that one um you can hide and show
on the same model different relationship
lines um but if we think of the one that
I had that was just the oh gosh I'm
losing my mind it's late in the day uh
just this kind of one that the the story
kind of one I often will do this in a
PowerPoint and and just this if I'm
really just breaking Down The Core
Concepts um I doing PowerPoint just so
PowerPoint line and this almost looks
more like a data flow and it's not
typically your one to any relationships
but it depends what you're trying to
show if you're just showing basic these
things relate to these things and the
connections are hard I show that if I'm
showing relationships I do it more in
the way that we showed with the IE um
and I will show crow's feet uh because I
think that does make a lot of sense I
think very quickly even on this one what
I like about that is that a customer can
have one or more employees and he starts
from the cad cardinality and I often
hide the detail you'll see here in this
modeling tool it's just just the name
and you know it kind of simplifies it so
I'm a fan of crow feet notation and most
of the data modeling tools have that so
it's not necessarily always the tool
it's either PowerPoint if you're doing
really simply or in the modeling tool
use the notation but just simplify it
don't show all the attributes and all
the relationships just a few of them
that makes sense sub sure yeah so um
when building an Enterprise conceptual
data model um should you capture all
attributes key attributes or no
attributes oh good question who answered
that one so that was that's another I
would say here's the great consultant
answer it depends no but I will say what
it depends on I think if you're just
trying to get this main I'm trying to
get Department of more than one
employee um then yeah I think sometimes
hiding that detail is is good um for
example sometimes if the I like to show
attributes if they're not overwhelming
probably not every single after for
example I'm talking about customers um
and I show gender code and people say oh
no we only sell the corporations that
wouldn't have a gender so I think if the
attributes show um help clarify the
meaning I definitely show them well what
what's the department well we have a
department head you know these example
might not be good because it might be
but were it not obvious U or here with
the example I had with a car or a truck
well what are the attributes of truck
that would be different from the
attributes of car and that might help
answer if they're different so if it's
helpful I add them I probably would say
you don't unless there's only a small
amount of attributes show all of them I
would say probably never show because
that's when you're starting getting into
logical and it gets overwhelming shouts
to either none or that small subset that
kind of adds Clarity to your discussion
of these are the things that seem to be
different or this is what makes up a
customer that's different than a client
or something like that so hope that
help indeed so you know how do we
incorporate this data modeling into the AA
AA
methodology I think it is perfect for
agile methodology um the partly when
when you're doing a um model writing it
is a small subset and and often when you
think of agile or a Sprint or a
requirements phase it's getting that
requirement from the business and
turning them into stories so this would
be at the very beginning just making
sure we're getting the right um right
requirements is a huge part of it and
the beauty of these Concepts they should
be iterative you should change them as I
I mentioned before but arguing arguing
is that thing that's exactly the point
the point is communication so it should
change around and at the beginning of a
Sprint or during a Sprint you can use
this to help kind of vet out the data
aspect of it and it should change and it
should generate discussion and kind of
turn into the stories it's the context
ban the stories you're you're doing in
your Sprint so I think it's perfect for
because it's so quick it isn't like you
have to develop a whole physical or
logical model you can just start to do
some of the conceptual stuff to Z out
just the pieces that make sense or get
clarity I almost always draw a model
when I start have questions do you mean
X or Y or Z and often that model can
help be Clarity generate Clarity is a lot
faster all right I think we have time to
sneak in one more question here uh do
you have recommendations considerations
for the taxonomy standards selected for
model
um no I mean I think I mean taxonomies
can mean different things for people
some people like it kind of the super
type subtypes um I would say whatever
makes sense often taxonomies are good
outside of a model sometimes kind of
just showing a hierarchical approach and
kind of um a list a structured list help
so I think whatever kind of makes sense
for the business I kind of sometimes
like this approach kind of a hierarchy
kind of taxonomy um I think I think also
sometimes everyone me something
different about some tonomy which I'm
being vague in my answer um the other
thing that often comes up is if I have
different meanings of a a thing um a
customer could be a client you know I
often will just show kind of dotted line
relationships to those rather than try
to I think oftentimes people try to
force everything to be the same or it
might just be a taxonomy or a hierarchy
so I think sometimes the uh conceptual
model can help flush that
out well Donna thank you so much for
another fantastic presentation and
thanks to our attendees for being so
engaged in everything we do we just love
the questions that coming in but
unfortunately that's all we have time
for today just a reminder I will send a
follow-up email by end of day Monday
with links to the slides the recording
of the session and also include the
research report that we uh worked with
on with Donna that she talked about on
metadata and thanks to idear for
sponsoring today's webinar and helping
us make it all happen we appreciate it
and I hope everyone has a fantastic day
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