Databases Reference
In-Depth Information
MDM and Big Data Integration Scenarios
Are there any guidelines and best practices available? Below we will discuss a few
scenarios to give you a head start on how to integrate MDM and big data:
•
You are searching and matching for the same entity types over
and over.
If your big data project requires you to know whether
a social media blogger is a customer, and you will run this same
determination every time an interesting social media post is
detected, then you have a master data problem. You need to know
your customers.
•
You are performing targeted analysis, not an aggregate
analysis.
When you are looking for particular product feedback
to respond to isolated incidents versus general sentiment
toward your brand, or you are looking for a particular customer's
multi-channel service experiences versus tracking the general
service levels, then you have a master data problem. You need to
know specific customers and products in order to guide your big
data analysis.
•
You want to combine the analysis of multiple master data
domains from new big data sources.
If your big data use
case involves matching multiple data domains and deriving
new insights from big data sources, you likely have an MDM
requirement. For example, telecommunications companies
are increasingly interested in mobility: i.e., understanding the
location of mobile devices and the potential opportunities
(selling new products, proactive service alerts, etc.). In order to
realize this use case, the company will need to understand unique
accounts, devices, customers, households, and locations. This is a
multi-domain MDM problem to start with.
MDM Hub as a Foundation for Big Data
Master data is really just a subset of big data. This subset tends to be already in structured
format, reasonably trustworthy, and shared and common across different lines of
business or departments.
When clients start discussing big data projects, they usually want to start making better
use of all their data beyond just the core master data elements. As organizations plan these
projects, it is crucial that they leverage their MDM hub as a foundation for big data.
The MDM hub is where you keep the most complete view of your customers,
products, accounts, and more. As you uncover more information about those same
entities, the MDM hub is the logical place to keep those new insights. The MDM hub can
keep a traditional “golden record” of trusted information side-by-side with a less-trusted
view of the same person or product based on what you find among your big data. These
two views can be combined to provide a more insightful complete view, but they can still
be kept separately in cases where your business can't afford to base decisions on the
