Managed data
What is Data as a Service (DaaS) and why it matters
A clear definition of Data as a Service (DaaS): what it includes, how it differs from building your own infrastructure and why more companies adopt it.
Read articleKey takeaways
- MDM creates a single, reliable source for master data.
- It solves the same customer or product duplicated and different in each system.
- It improves quality, reporting and operational efficiency.
- It is especially valuable in multi-system, multi-entity groups.
- It is a continuous capability, not a one-off project.
How many versions of the same customer exist in your company? In the ERP, the CRM, the marketing tool and some spreadsheet, probably with slightly different names and codes. Master Data Management tackles exactly that chaos.
What it is
Master Data Management (MDM) is the discipline that establishes a single, reliable source — a "master record" — for the key business entities: customers, products, suppliers, employees or accounts.
What problems it solves
Without MDM
DuplicatesInconsistencies
MDM
Single masterrecord
With MDM
Reliablereporting
- Duplicates: the same customer counted several times distorts metrics and revenue.
- Inconsistencies: data that does not match across systems and causes errors.
- Unreliable reporting: impossible to consolidate if each system counts differently.
- Inefficiency: time lost reconciling information by hand.
MDM in multi-company groups
MDM’s value multiplies in groups with several entities and heterogeneous systems. Without a common master record, consolidating group information — shared customers, product catalogues, suppliers — becomes manual and error-prone. MDM provides the basis for reliable consolidated reporting.
How it is approached
Implementing MDM combines technology and governance: rules to detect and merge duplicates, criteria for which source prevails, and owners who maintain quality. It is a continuous capability, not a project that "finishes". In a managed data service, creating and maintaining master data is part of preparing the data layer.
MDM turns many inconsistent versions of an entity into one reliable record everyone trusts.
In summary
Master Data Management establishes a single, reliable record for key entities — customers, products, suppliers — solving duplicates and inconsistencies that distort metrics and reporting. Especially valuable in multi-entity groups, it is a continuous capability combining rules, governance and owners.
Sources & further reading
Frequently asked questions
Is MDM only for large companies?
It adds value to any organisation with several systems sharing entities. It is especially critical in groups with multiple entities.
How does it differ from a CRM?
A CRM manages the customer relationship in one system; MDM ensures the definition of "customer" is single and consistent across all systems.
Is it a one-off project?
No. It is a continuous capability: it requires rules, governance and maintenance, because master data evolves with the business.
What problems does MDM solve?
Duplicates that distort metrics, cross-system inconsistencies, unreliable consolidated reporting and time lost reconciling by hand.
Why is it valuable in groups?
Without a common master record, consolidating shared customers, products and suppliers across entities is manual and error-prone.
How is MDM implemented?
By combining technology (rules to detect and merge duplicates, source precedence) and governance (owners who maintain quality).
Turn this data into results
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