Master Data Management (MDM)

 Master Data Management (MDM) ?

Master Data management (MDM) is a process used to identify and manage master Data to ensure that data used across different systems and groups is accurate and is referred using the consistent terms.

Master Data is the attributes of key business objects required conduct business operations . Ex: Customers, Prospects and Partners.

What’s not master data ?

—> Unstructured data

—> Transactional Data

—> Metadata

—> Hierarchical data

Identifying master data requires business data architecture capturing business objects and their attributes, definitions and contextual information.

Master data examples in salesforce

Product

Account

Employee

Supplier

Location

Contacts

Benefits of MDM system 

—> Consistent information across channels

—> Understand your customer better

—> Unified view of your masters (builds across domain relationships)

—> Better data governance

—> Easier integration with other system entities

—> Increase accountability of your data

Steps for Implementing MDM :

—> Master data source identification

—> Producers & consumers identification of master data

—> Owner identification for Master data

—> Data Stewards appointment

—> Data Governance Council implementation

—> Master data Model development

—> Infrastructure designing

—> Master data generation and testing

—> Toolset identification

—> maintenance process implementation

Architecture Models of MDM :

1.Registry Architecture

—> Mainly used to spot duplicates by running data cleaning logic.

—> Source systems update the master data but master data updates are not sent back to source systems.

—> Information needed to identify the duplication is stored in the master data repo.

—> Few elements of data are stored in master data, master data is created by a job.

2.Consolidation 

—> Keys and most attributes are stored in MD and each Source System has Master data.

—>Source Systems Update the master data and after cleansing the MDM hub updates the source systems.

—> Information needed to identify the duplication is stored in the Master data repo.

3.Hybrid 

—> Complete Master data record is kept in MDM

—> Source Systems update the master data and updates to Master data in source systems is done in real time.

—> Information needed to identify the duplication is stored in the master data repo.

How to keep a check on duplicates entering the system?

—> Keeping a mandatory field on each object handling customer data. Use duplicate rules and matching rules.

—> Ensuring your data is clean while migrating from old CRMs.

—> Cloning should be avoided at any cost. Clone button can even be disabled.

—> Defining lead sources clearly

—> Using standard Salesforce Reports for tracking duplicates entering the system.

Top Dedupe Apps on Salesforce 

1. Cloudingo
2. Dupecatcher
3. Duplicate check for Salesforce
4. Complete Data Quality Suite
5. Advitya