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Social networks and mobile engagement are creating a landscape of customer experience opportunity, but it also comes with pitfalls. Low barriers of entry contribute to less data about who we engage with even as we understand what interactions look like or the sentiment about our companies is clear. Master data management (MDM) has been at the center of providing a complete view of the customer, but when data is missing, MDM can seem like an ineffective if not outdated tool.
Don't be too quick to rule out MDM for solving this challenge. MDM can be as effective, if not more so, in the age of the digital customer. It only requires new thinking and leveraging an approach that is the convergence of analytics and data process.
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Vendors mentioned: IBM, Informatica, Information Builders, InfoTrellis, Oracle, Pitney Bowes, Redpoint, Reltio, and SAP.
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The increasingly complex task of managing data requires new master data management (MDM) capabilities. While the first MDM implementations focused on a single domain — such as customer data — that existed and could be controlled within the walls of the or
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