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Monday, August 10, 2009

What is Customer Data Hub (CDH) ?

Customer Data Hub is:

  • Flexible, extensible world-class customer data model
  • High volume import tools with integrated data quality options
  • Survivorship rules for conflict resolution
  • Configurable data sharing and security-based privileged access
  • Embedded Data Quality Management (DQM) Engine
  • Duplicate prevention, identification and resolution
  • Address validation services (Adaptors available from Trillium and Firstlogic)
  • Out-of-the-box integration with D&B (batch and real-time)
  • Integrated application for data quality professionals

Oracle Customer Data Hub provides a comprehensive set of services, utilities and applications to create and maintain a trusted master customer identity across the enterprise. Instead of requiring one to ‘rip and replace’ legacy investments, Oracle Customer Data Hub allows companies to maximize their return on investment in legacy systems by consolidating customer data from heterogeneous systems into a central location and establishing enterprise-wide data quality and integrity at the lowest possible cost.

Oracle Customer Data Hub (CDH) centralizes customer data from disparate systems across your enterprise into a master repository. Existing systems are integrated in real-time with the Hub, allowing you to leverage legacy platform investments while capitalizing on the benefits of a single customer identity.

Customer Data Hub (CDH) is a concept; it is not a process or navigation path in Oracle. It is implemented by using the TCA API's and the functionality in Oracle Customers Online and Data Librarian Applications.

CDH in reality is not an application. To implement the CDH, you would use the functionality of our existing applications i.e. Customer Data Librarian (CDL) and Oracle Customer Online (OCO).

Existing solutions such as OCO, ODL, and TCA have been enhanced for the Customer Data Hub to facilitate bi-directional integration with 3rd party systems. So, the Customer Data Hub comprises the newly enhanced versions of Oracle Customers Online, Oracle Data Librarian, and the Trading Community Architecture, which together with Oracle Application Server 10g (or other middleware) creates the truly complete customer hub.

If you have already licensed these Oracle Applications then you can implement the Customer Data Hub. You should talk with your Sales Rep, they would be able to demo how the existing Oracle Applications can be implemented as a Customer Data Hub solution.

Customer Data Hub (CDH) provides a data model and infrastructure (TCA) to create and maintain a physical, central customer database. E-Business Suite applications are native users of CDH, but CDH is application agnostic.

CDH “comes with” any and all Oracle Applications. It allows you to bring in data from outside sources and map them to the Oracle Customer (TCA) data.

Customer Data Librarian (CDL) and Oracle Customer Online (OCO) are the applications used to manage the CDH.
-CDL manages all data in TCA whether it comes from an EBS application or an external system.

-OCO provides a comprehensive UI to view, create, and update data stored in TCA.


  • Enables real-time, high quality, enterprise-wide customer knowledge by consolidating customer data from disparate systems
  • Enriches data centrally, and shares the cleansed master record across the enterprise to provide all users access to a single, accurate customer master identity
  • Embedded data quality engine improves integrity through duplicate prevention, identification and resolution
  • Integrates with standards based third party data cleansing services
  • Reduces the total cost of ownership through simplified, low-cost integration based on granular business services

CDL focuses on the three Cs of customer data quality: consolidation, cleanliness, and completeness. A quality customer database benefits the entire enterprise, helping everyone to make real-time decisions with the confidence that the supporting data is accurate, timely, and complete.

Ø Consolidation

• Import customer data from external sources into the TCA Registry.

• Map records between external source systems and the TCA Registry, to tie customer information from multiple sources to the Registry and maintain a single, enterprise-wide view of your customer information.

Ø Cleanliness

• Resolve duplicate parties within the TCA Registry, as well as duplicate information within a party.

• Permanently purge parties from the TCA Registry.

• Maintain party information such as status, internal indicator, and certification level

Ø Completeness

• Enrich customer data with information from third party data sources, such as D&B.

• Both TCA and CDL belong to the Oracle Customer Data Management (CDM) product family. CDM also includes Oracle Customers Online (OCO). Oracle Customer Data Librarian contains all of the Customers Online features.

De-duplicate function is given in CDH:

§ Use de-duplication to:

• Merge duplicate parties in the Oracle Trading Community Architecture (TCA) Registry.

• Cleanse a specific party so that it does not have any duplicate information.

§ De-duplication provides functionality for the entire process of resolving duplicate parties and information in the TCA Registry:

Identify duplicates: Create merge requests, which contain information about the duplicate parties that you want to merge or the party that you want to cleanse.

Automatically merge duplicates: Optionally run Automerge to automatically merge parties identified as definite duplicates. Automerge bypasses manually creating, mapping, and submitting merge requests.

Manage merge requests: Review, assign, and reject specific requests.

Map merge requests: Determine the results of the merge by specifying the information that remains after the merge. You map the duplicate information to merge either among parties or within the party that you are cleansing.

Submit merge requests: Run the Party Merge process to perform the actual merge, either for duplicate parties or within a party to cleanse it.


  1. i love it, i just wish i had some information about cdh tutorial mainly focusing on the data librariane

  2. Damn good article I must say...
    Simple and understandable...

    Thanks a lot man...
    Garry Thomson

  3. Good artical.

    But do you feel CSM is really required if I have a Single CRM, Billing and ERP apps intracting and where all teh customer data is mastered only in the CRM system and Billing/ERP used the truth recorded in the CRM system only?

    Your Inputs on this will be appreciated.


    Murthy (

  4. Thanks for your comment Murthy.
    I did not get what you mean by CSM, as I understand you want to ask about CDH.

    You may need CDH even if you have single CRM, Billing and ERP. CDH is for cleaning your customer data, capturing more data about customer, you can give ranking to you customers, having more accurate information makes you understand your customer more correctly, can analyze customers buying patter and accordingly you can delight your valuable customers.
    At the same having consolidated single source of truth for customer data empower you to club your services provided to you customer which help is cost effectiveness, also it helps in introducing new products to appropriate customers / target correct audience.

    It all about handling customer data in a better way…


  5. Hi,

    do I understand it right, that Oracle Customer Data Hub is not the same as Oracle Customer Hub under Application Integration Architecture? Maybe it's a dummy question, but I'm a bit confused from information provided by Oracle..

    Thanks, John

  6. Hi Devendra,

    I am trying run deduplication for Party data and in the process trying to create one Party with multiple sites. But this does not seem to work in R12.1.

    can you please guide ?


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