Master data management (MDM) has been around as a solution technology for a number of years now. The increasing consolidation in the data management industry, in which mega-vendors are acquiring MDM companies, demonstrates the degree to which the concept has been accepted as part of an enterprise solution. I have done a relatively informal survey of articles, research reports, white papers, webcasts – all sorts of available content – that purport to advocate MDM as a silver bullet. Some examples of benefits of (customer) MDM include achieving a 360-degree view of the customer, the ability to cross-sell and upsell products, better customer retention, reduced time to closure, larger sales, and more effective marketing, to name a few. So it is no wonder that at this point in the maturation of the MDM solution space, many potential consumers are itching to implement a master data management application without considering whether that application might just be a solution looking for a problem.
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