Trends Report

Market Overview: Master Data Management, Q2 2013

A Critical Component For Data Agility

April 23rd, 2013
With contributors:
Leslie Owens , Emily Jedinak


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 organization, today's solutions must cope with external data, multidomain, and unstructured data, such as sensor readings and QR codes. For example, a global machinery company collects data from farming equipment to analyze crop tending. In the past, enterprise architects focused on tightly defined master data models to persist the "golden record" and support data integration and cost reduction. Today, organizations need an agile "golden profile" that is created and syndicated for a multitude of contextual patterns to support systems of engagement and drive business outcomes. This report identifies the key trends influencing a new world for MDM and how vendors are changing the master data landscape.

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