Enterprise master data management and Big Data: destined to go together?

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Enterprise master data management and Big Data seem destined to be together in the future, although at the moment their relationship is not entirely clear.
Enterprise master data management and Big Data seem destined to be together in the future, although at the moment their relationship is not entirely clear.

At first glance, the two seem quite different. Big Data encompasses large volumes of text and other forms of unstructured data from various sources , such as social media, server logs, and other data produced by sensors and machine data. Enterprise Master Data Management, on the other hand, aims to create a trusted source of highly structured data transactions across the organization.

But even with this apparent disconnect between the two, data management analysts see a common future, with Enterprise Master Data Management processes playing an important role in incorporating useful information from Big Data and comparing it with that contained in the Master Data of the company's transactional systems.



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With an eye on the customers
The main goal is to provide a more complete view of gcash database for marketing, sales, and customer service purposes . For example, customer service staff can use a combination of Big Data and Enterprise Master Data Management to reach out to customers who make their complaints via Twitter or other social media. Meanwhile, marketing and sales teams could get a better idea of ​​people's interests and hobbies from social media to help them in their sales processes.

Applying MDM to raw, unstructured data is of questionable value, but filtering that content thoroughly to get some kind of meaning and then linking it to a specific customer makes MDM potentially useful.

Companies are beginning to see at least a connection between Enterprise Master Data Management and big data , according to the results of a survey released by The Information Difference Ltd., a London-based MDM research and consulting firm. According to the survey, only 17 percent of the 209 companies that responded to the survey in North America, Europe and Asia said they expected big data applications to generate new master data in their organizations. But 59 percent said they thought MDM and big data could be linked together for business uses, including the ability to use master data to automatically detect customer names in big data sets.







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Enterprise Master Data Management and Big Data disconnected
Just because a common future for the two appears to be in sight doesn’t mean this pairing is free of complications. For one, Big Data applications are often developed with a disposable mindset . They are quickly spun up to support specific analytics tasks and then disposed of. Business architecture and practices regarding Big Data are ephemeral. They simply come and go rather quickly, and that works against MDM.