Which MDM approach is right for you?

MDM, in the past 5 years, has come a long way in its maturity model. Most of the MDM implementations fall under 2 different kinds of approaches.

1. Operational MDM (the tougher among the two)
2. Analytical MDM

Operational MDM enables synchronization of master entities and their attributes between the transaction processing systems. Why does one need such an MDM? Let's take an example. ABC Corporation is a manufacturing firm. It conducts roadshows and marketing campaigns to advertise its products. The salesperson collect customer information during those roadshows and feed it into their IT systems for further followup. There are a different set of sales representatives who conduct feedback on their products sold, with their customers. They too enter the customer feedback into their IT systems. These are 2 different sets of CRM processes.

Typically what happens in a mature company is, there are a set of batch processes which pick up the master data from one system and transfer it to the other. Now this introduces delay, inconsistency, inaccuracy of data and lot of manual reconciliation (same customer name can be entered by 2 different salesperson or the latest survey from a salesperson can erase previously collected information about the customer). So the IT develops custom programs to clean up the data, write reconciliation programs but still cannot manage to do all this in real time.

This mess can be reduced or eliminated by deploying an operational MDM. Operational MDM tools solve the synchronization problem using complex match-merge algorthims. Some of the tools currently in the market are Siperian, IBM, Purisma, Oracle and SAP.

Analytical MDM is an architectural approach if the problem revolves around inconsistent reporting for business performance management. In simple terms, inconsistent hierarchies are getting reported out. This needs for a unified reporting view of the master data. The audience for this system would be the downstream data warehousing and business intelligence applications. Some of the MDM vendors selling their expertise in this area are Kalido, Oracle, IBM.

It is essential that an organization has to build both these models to address their MDM needs. But which one to chose first depends on which problem is in their high priority list.