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Data Virtualization for Master Data Management

Gain a Complete View of the Customer Using Data Virtualization and Master Data Management 

For many organizations, it is critical to have a complete view of the customer, product, or supplier, to more effectively manage call centers, R&D initiatives, or supplier management operations. Master Data Management (MDM) systems can create a single view of the customer, product, or supplier, as well as a 360° view into the relationships across these entities, but MDM systems are not equipped to capture transactional data. But without transactional data, organizations cannot leverage the power of master data views for high-quality customer support or segment based marketing. 

Data virtualization, when coupled with MDM, provides organizations with a complete view of master data entities along with their associated transactions and interactions. The Denodo Platform’s ability to create virtual views of complete customer information, in real-time, has helped customers across telecommunications, technology, finance, and many other industries, to significantly grow their business and improve customer satisfaction.

Data virtualization supports the three most common patterns, or use cases, of building a complete customer view:

  1. Analytical:
    In this scenario, the MDM system draws master data from disparate data sources, reconciles discrepancies, and creates golden records, and the data warehouse draws transactional data from a similar range of transactional sources. Data virtualization creates a unified view, composed of data drawn from both the MDM system and the data warehouse. 
  2. Operational:
    In this scenario, there is no data warehouse, as the data does not need to be stored for historical or analytical purposes. Instead, the virtualization layer combines data from the MDM with data drawn directly from transactional systems.
  3. Virtual MDM:
    Traditional MDM systems, which store golden records in a separate database, often cannot be used in industries with heavy restrictions on data replication, such as healthcare and the public sector. In such cases, the virtualization layer itself provides many of the functions of a traditional MDM system, while also creating a virtual view of the transactional data across myriad sources, as in the operationally focused architecture.

Single View of Customer

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