Marketing & Merchandising in MDM: Extending the Value of MDM Through High Impact Master Data

1:45 p.m. - 2:30 p.m.
Can marketing data serve as a key component in measuring ROI within an MDM program? Structured and governed referential data is often the guiding business case for master data management - but what about marketing data? Marketing data is time intensive, specific to business units and channels, and in many cases, ambiguous. In this talk, Vinny and Sean will uncover the overlooked impact of maintaining data used for customer conversion (i.e. marketing and merchandising). You will walk away understanding:

• Real life scenarios where marketing is successfully folded into enterprise master data programs
• How to capture ROI through enabling marketing and merchandising master data
• The value of governance in a merchandising Center of Excellence