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Lyndsay Wise

Hi and welcome to my blog! I look forward to bringing you weekly posts about what is happening in the world of BI, CDI and marketing performance management.

About the author >

Lyndsay is the President and Founder of WiseAnalytics, an independent analyst firm specializing in business intelligence, master data management and unstructured data. For more than seven years, she has assisted clients in business systems analysis, software selection and implementation of enterprise applications. Lyndsay conducts regular research studies, consults, writes articles and speaks about improving the value of business intelligence within organizations. She can be reached at lwise@wiseanalytics.com.

Editor's Note: More articles and resources are available in Lyndsay's BeyeNETWORK Expert Channel. Be sure to visit today!

Earlier this week I attended the MDM Canada Summit in Toronto.  The main conference topics were master data management and data governance with a focus on developing a cohesive view of the customer. One of the interesting points made by Aaron Zornes, Chief Research Officer at the MDM Institute, was that a single view of the customer is incomplete if only coming from structured data sources. Consequently organizations need to capture information stored in CRM records, emails, etc. as well as information identified in transactions.  Even though this seems obvious, certain companies that attended the conference and that are supposedly on the road to MDM are still known (based on the fact they are Canadian service providers - banking, telecom, etc.) as being far from providing their customers with the value added customer service that is associated with successful MDM initiatives.

It seems like organizations' MDM is paved with good intentions but that many businesses are still struggling with how to move to the next level towards integrating data governance through business process and policy integration with master data management initiatives and concepts. As mentioned at the conference, because technology is so advanced and consumers can get what they want when they want it, the way any organization differentiates itself from the pack is through providing more value to customers through the relationships they build and service they provide.  To just compete on price, or to offer extra incentives, may get a customer to initially try a service or product, but will rarely keep them satisfied.  Consequently, successful MDM initiatives, coupled with data governance offers businesses the first step of giving their customers better service and tailoring offerings to individual needs.  The role of unstructured data will only continue to increase as businesses looking to move to the next stage within their MDM lifecycle look at ways to adapt to the needs of their customers in an ever changing market place.

Posted June 16, 2010 5:37 AM
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