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Present Master Data in a contentual and constent manner
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Single version of truth
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Relationships between various master records. eg. influncers, hierarchies, households
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Events related to the records - Life events, merges, splits
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Why
- Governace and Compliance
- Consitent Customer Information
- Eliminate Duplicate Data
- Provide a 360 degree view of the customer
- Tracebility
- Accurate Reporting
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Patterns of Integration
- Sync UI Integration - Custom link to MDM to administer data which then sends data back to Salesforce
- Sync Web Services Integration - Visualforce page which calls seach API and then triggers updates back
- Async Web Service - Record update in Salesforce triggers a process in MDM to identify and create a record
- Async Batch Integration - Daily changes synchronized
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How
- Analytical MDM - Leveraged by the BI team. Data is augmented by insights. Created async.
- Referential - Hub contains linkage which are created async. Data resides in each system.
- Operational - All applications directly create data in MDM.
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Implementional Approaches
- Registry Hub - Light weight, easy to build, governance is a challenge
- Transactional Hub - Has core attributes, long implementation cycle, single version of truth, Data Governance and Stewardship is built in.
- Hybrid - In between the two (point in time)
- Cloud based MDM eg. Data.com, Unified front end, Social Stewardship
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Data Stewardship
- Process should be easy
- Automate process through rules
- Leverage Chatter, approval process etc
- Mistake proof application for better data capture
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MDM and CRM complement each other. CRM enables MDM to create better master data. MDM provides better visibility to CRM related data.