Master Data Management in Practice: Achieving True Customer MDM [NOOK Book]


Praise for Master data Management in Practice

"[The authors] turn out the core components of MDM—data governance, ROI analysis, implementation processes, data stewardship, and data quality, among them—in a way that's as easy for beginners to grasp as it is for experienced practitioners to execute. As seasoned MDM delivery experts themselves, they've seen the pitfalls from on high and warn you away from them even as they help navigate a better path for delivery." —From the Foreword by Jill Dyché, coauthor of ...

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Master Data Management in Practice: Achieving True Customer MDM

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Praise for Master data Management in Practice

"[The authors] turn out the core components of MDM—data governance, ROI analysis, implementation processes, data stewardship, and data quality, among them—in a way that's as easy for beginners to grasp as it is for experienced practitioners to execute. As seasoned MDM delivery experts themselves, they've seen the pitfalls from on high and warn you away from them even as they help navigate a better path for delivery." —From the Foreword by Jill Dyché, coauthor of Customer Data Integration and author of The CRM Handbook

"Responding to the growing demand for tried and true knowledge on how to successfully implement and manage customer MDM practices, this book from Dalton Cervo and Mark Allen delivers very insightful and practical hands-on techniques from both the program manager and data steward points of view. It should be at the top of the must-read list for anyone looking to implement a customer MDM initiative."—Ron Powell, Associate Publisher and Editorial Director, BeyeNETWORKTechTarget Enterprise Applications Group

"Organizations today are awash in a sea of structured and unstructured data, often lacking the tools, framework, and human resources to effectively manage their most valuable resource. In MDM in Practice, Cervo and Allen knock the ball out of the park. Rife with practical lessons, this how-to guide is essential reading for those determined to maximize the value of their information and avoid mistakes made far too frequently."—Phil Simon, author of The New Small and The Next Wave of Technologies

"Dalton Cervo and Mark Allen demystify the theories and industry buzz surrounding MDM, and provide a practical guide for successfully implementing a Customer MDM program. Dalton and Mark explain how MDM does much more than just bring data together—it provides a set of processes, services, and policies that bring people together in a cross-functional and collaborative approach to enterprise data management, where people, empowered by high-quality data and enabled by technology, can optimize business processes for superior business performance."—Jim Harris, independent consultant, speaker, and Blogger-in-Chief at Obsessive-Compulsive Data Quality

"Dalton and Mark's book provides some practical advice for those looking to implement a customer data integration program. They have clearly done a great job at abstracting good master data management practices in a succinct yet approachable way. Another great addition to the field!"—David Loshin, President, Knowledge Integrity, Inc.

"This book provides a very practical guide to understanding and implementing Customer Master Data Management. Dalton and Mark draw from their experience in actual implementations to provide insights and best practices that can be used by the most experienced implementers. At the same time, it offers a clear background and foundation on MDM to those that are just getting started."—Tony Fisher, President and CEO, DataFlux

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Product Details

  • ISBN-13: 9781118085684
  • Publisher: Wiley
  • Publication date: 5/25/2011
  • Series: Wiley Corporate F&A , #559
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 272
  • File size: 3 MB

Meet the Author

DALTON CERVO is Senior Solutions Consultant at DataFlux Corporation, assisting customers with master data management, data governance, and data quality implementations.¿Prior to joining DataFlux, Dalton was a senior program manager at both Sun Microsystems and Oracle, leading the data quality efforts as a member of the data governance team responsible for defining policies and procedures governing the oversight of master customer data. He is an expert panelist and a featured blogger for Data Quality PRO and a contributing author in The Next Wave of Technologies: Opportunities in Chaos (Wiley).

MARK ALLEN is a Senior Consultant and Enterprise Data Governance Lead at WellPoint, Inc. Prior to joining WellPoint, Mark was a senior program manager in customer operations groups at both Sun Microsystems and Oracle. Mark has led Sun's Customer Data Governance Board and has been a member of customer advisory boards for DataFlux, Oracle, and Dun & Bradstreet, where he was a presenter and panel member for various data governance and master data management events and forums.

Please visit their website at

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Table of Contents





Part I: Planning Your Customer MDM Initiative.

Chapter 1: Defining Your MDM Scope and Approach.

MDM Approaches and Architectures.

Analytical MDM.

Operational MDM.

Enterprise MDM.

Defining the Business Case.

Cost Reduction.

Risk Management.

Revenue Growth.

Selecting the Right MDM Approach.

Data Management Maturity Level.

Addressing the ROI Question.



Chapter 2: Establishing Effective Ownership.

The Question of Data Ownership.

Executive Involvement.

MDM with Segmented Business Practices.

A Top-Down and Bottom-Up Approach.

Creating Collaborative Partnerships.

Can Your Current IT and Business Model Effectively Support MDM?

The Acceptance Factor.

Business Access to Data.

Coordination of MDM Roles and Responsibilities.



Chapter 3: Priming the MDM Engine.


Positioning MDM Tools.

Data Integration and Synchronization.

Data Profiling.

Data Migration.

Data Consolidation and Segmentation.

Reference Data.




Part II: The Implementation Fundamentals.

Chapter 4: Data Governance.

Initiating a Customer Data Governance Model.

Planning and Design.

Establishing the Charter.

Policies, Standards, and Controls.


Process Readiness.


Maintain and Improve.



Chapter 5: Data Stewardship.

From Concept to Practice.


MDM Process Core Team.

Operational Process Areas.


Data Caretaking.


Chapter 6: Data Quality Management.

Implementing a Data Quality Model.

A Process for Data Quality.


Data Quality Forum (DQF).

Controls/Data Governance.

Data Analysts.

Design Team.

IT Support/Data Stewards.


Establishing a Data Quality Baseline.


Data Quality Dimensions.

Entities and Attributes.

Putting It All Together.

Data Alignment and Fitness Assessment.

Data Correction Initiatives.



Chapter 7: Data Access Management.

Creating the Business Discipline.

Beyond the System Administrator.

Creating the Right Gatekeeper Model.


Employee Data.

Access Management Requirements.

Add User Group Names.

Map Privileges to Requirement Categories.

Profiling the Data.

Implementing and Managing the Process.

Testing and Launching the Process.

Resolve Issues Immediately.

Auditing and Monitoring.

Segregation of Duty Management.



Part III: Achieving a Steady State.

Chapter 8: Data Maintenance and Metrics.

Data Maintenance.

Specify, Profile, and Analyze.


Data Quality Metrics.





Chapter 9: Maturing Your MDM Model.

How to Recognize and Gauge Maturity?

Data Governance Maturity.

Data Stewardship Maturity.

Data Quality Maturity.

Data Access Management Maturity.



Part IV: Advanced Practices.

Chapter 10: Creating the Customer 360° View.


Hierarchy Management (HM).

Operational versus Analytical Hierarchies.

Single versus Multiple Hierarchies.

Number of Levels in the Customer Hierarchy.

Virtual versus Physical Customer Records.

Legal versus Non-legal Hierarchies.

The Elusive, yet Achievable, 360° Customer View.


Chapter 11: Surviving Organizational Change.

How Adaptable Is Your Customer Master Data?

Data Quality Factors.

Data Completeness.

Data Consistency.

Data Integrity.

The Change Management Challenge.

Data Governance Can Greatly Assist a Transitioning State.

Leveraging the Data Stewards and Analyst.

Adopting Best Practices.


Chapter 12: Beyond Customer MDM.

The Leading and Lagging Ends.

Technology Influence on MDM.

Overcoming the IT and Business Constraints.

Achieving an Effective Enterprise-wide MDM Model.

Where Does MDM Lead?



Recommended Reading.

About the Authors.


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