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How Master Data Management Can Help Sales and Build Brand

Master data management (MDM) isn’t what it used to be. It’s so much more, according to Forrester Analyst Michele Goetz, who wrote about it in a 2014 first quarter report, “The Forrester Wave™: Master Data Management Solutions.”

“Prior to 2011, MDM helped enterprises solve challenges pertaining to data quality and data integration that manifested as duplicate records in application systems and data warehouses,” Goetz writes. 

At that time, it was basically a way to purge excess or defective data from customer or product data, depending on its heritage. It couldn’t really handle scale, complex relationships or hierarchies, she added. Then came Big Data, with new challenges related to “hyper-federated data landscapes,” as she calls it. Vendors adapted quickly.



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