Gartner Research

Master Data Management: The Core of the Trusted 360-Degree View of the Customer

Published: 04 May 2016

ID: G00295289

Analyst(s): Bill O'Kane, Saul Judah

Summary

There is more demand than ever for trusted 360-degree views of customer-centric data to support operational and analytical use cases. Master data management and enterprise information management are essential in helping data and analytics leaders create these views.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Increased business demands for improved outcomes are driving more requirements for a trusted 360-degree view of their customers, forcing data and analytics leaders to initiate and later expand MDM programs increasingly rapidly
  • Organizations that have already adopted MDM programs are now broadening them into EIM programs to produce equally trusted and accessible nonmaster data, allowing data and analytics leaders to complete the 360-degree view of the customer

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