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


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


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

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