The benefits of a 360-degree view of the customer make a strong business case for controlling master data via MDM. Gartner states that:
- Master data serves as a foundation for identifying customers and products, as well as for linking to other critical business entities across organizational, system and process boundaries
- Master data does not constitute all the data needed to fully support new or optimized customer-centric business processes
- Data and analytics leaders need to align, link and leverage people, processes, data and technologies across MDM, ECM and ADM. To do so, they need a program broader than MDM — an EIM program.
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Gartner Master Data Management Forms the Basis of a Trusted 360-Degree View of the Customer, Bill O’Kane, Michael Patrick Moran, 17 January 2018