Published By - Brian Curtis

Tech Talk: 360-Degree, Insight-Driven Business Outcomes-the Master Data Management Way

Master Data Management (MDM)

During the past few years, many have observed traditional Master Data Management (MDM) evolve over time, especially when discussed in relation to analytics. Historically, MDM projects have focused on creating a single view of the truth for consumption by downstream business processes.

By managing and de-duplicating related entities from multiple sources across medium and large enterprises, one can attain significant cost savings and competitive advantages in any one of several ways:

  • Providing 360-degree views of customer information for call centre reps
  • Enriching the customer onboarding experience directly to clients
  • Supporting the product introduction lifecycle
  • Providing mechanisms to identify fraud

As a result, Master Data Management (MDM) continues to be a core technology foundation for multiple initiatives. However, in the age of big data and analytics, organizations are looking to gain a greater competitive advantage by utilizing their master data investment to provide added trust and accuracy to their analytical systems.

Analytics are only as good as the data you feed into it. If your analytical systems are fed by disparate, poor-quality, duplicated data, then the analytics and business decisions that are made from that analytics could lead to incorrect and ultimately damaging decisions.

As a result of the recognition of the power that master data management can bring to analytics, a number of innovations and evolution can support the move to entity analytics.

Technological innovations

Graph database technologies that support effective storage, discovery and manipulation of relationships between entities are seeing a marked rise in interest. Machine learning advancements enable data to be automatically discovered, classified and managed. And the growth of the application programming interface (API) economy can open up data to application developers for access in new and innovative ways.

Raised user expectations

A new breed of technology-savvy business users expects to be able to get access to data with a set of self-service tools and get on with their jobs without the need for IT. They have a job to do working directly on the data, and they don’t have the time or will to wait on anyone or anything else. In addition, traditional Master Data Management (MDM) has been very specific in handling core business entities and attributes that were considered master data. In the world of entity analytics, this definition is blurring. If a business user wants to augment MDM data with operational or transactional data, then that user should be able to do so.

Data explosion

The volume of data now available to business users who want to run analytics on it continues to grow. Enterprise-wide data lakes now empower users to go fishing for data that previously would not have been available to them. Cloud data providers and open data sets are more available than ever before and offer a significant value when being used in analytics. Add to this level of access the ever-increasing volume of social media data. And when you consider including unstructured data—documents, images and so on—you can see how a huge amount of new data is now available that can benefit from being related to the core master data when used for entity analytics.

Because of all this change and the increasing need to utilize MDM data for Entity Analytics, IBM is extending these capabilities to IBM Bluemix Data Connect a managed data preparation and data movement service. Data Connect is the main provider of data ingests capabilities for IBM Watson Data Platform. The latter also includes offerings for analytics, data persistence and deployment that enable data-driven professionals to work together to quickly find new and unexpected insights that can deliver business-changing results. With these new capabilities, Data Connect helps you cope with the changing industry environment and provide self-service Entity Analytics.

Watch this video and get to learn more about the 360 Degree analysis for the master data management.

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