Gartner Research

Master Data Management Forms the Basis of a Trusted 360-Degree View of the Customer

Published: 17 January 2018

ID: G00345515

Analyst(s): Bill O'Kane , Michael Moran

Summary

The pressing need for a trusted, all-encompassing view of the customer is forcing organizations to grapple with the master data that makes such a view possible. Data and analytics leaders must make an MDM program the foundation for enabling optimal transactions and interactions with customers.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • A 360-Degree View of the Customer Requires Trusted Data, Which in Turn Demands Effective Master Data Management
  • A 360-Degree View Also Requires Trusted Nonmaster Data, Achieved by Enlarging an MDM Program Into an EIM Program

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client