Three Master Data Management Trend Predictions for 2006
||Online News published in DMReview.com
December 19, 2005
Pete Daffern, CEO of Purisma, makes some trend predictions for 2006:
Data quality matching will become a commodity. Over the last few years, data quality has become a basic feature for data matching and cleansing. That being said, current data quality functionality does not provide the differentiated capabilities needed for successful BI applications and CDI deployments. In 2006, the vendors who succeed will offer advanced solutions that allow users to truly understand all their customers, from the simplest to the most complex accounts.
Answering questions about customers, such as "who are my most important customers?" can be answered within days, rather than months or years. While there are vendors out there who can eventually provide enterprises with the machinery to answer such questions, most master data management (MDM) applications take months or sometimes even years to implement. In 2006, the vendors who succeed will be able to provide enterprises with important information about their customers within days of implementation.It will become clear that there is no true single view of the customer. Different users and different situations often require different views of the customer to do their jobs. By default, MDM deployments standardize, deploy and require a single "right" view of the customer, but who fits into this view? Each line of business and functional organization typically defines the customer differently to model how they interact with the customer. For instance, marketing views the customer primarily as a contact; the strategic account sales team views the customer as a global entity with many buying organizations; and the IT manufacturing team often sees the customers as simply a ship-to address. In 2006, the vendors who succeed will offer enterprises solutions that allow the users to see customers in the perspective necessary to do their jobs.
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