11:30 am: Anne Buff of SAS energetically takes the stage, advocating the creation of a Chief Data Officer within organizations. She says the laser focus on data that a CDO provides and maintains will improve not only the actual value of the data but, perhaps more importantly in some cases, the perceived value of the data. The CDO is responsible for the data strategy, including the design and architecture, process and policy of what’s right for the business and the administration and enforcement. The creation of this c-level position will allow the CIO to become more business focused while the CDO is in charge of tactics for getting there. The right CDO will also understand the business perspective, act as a translator for the business folks and IT. For the role to make a difference in the organization it is important, Buff emphasizes, for the CDO candidate to have authority for decisions and resources.


10:45 am: Arka Mukherjee of Global IDs and Samir Mehta of Integrated Data kick off the next keynote. Mukherjee notes that the shift from an enterprise data world to a big data world requires a new approach and new way of thinking. “We may be able to understand silos,” he says, but are we prepared to manage the complexity of the entire landscape? We need to understand the system as a whole, and Mukherjee believes graph databases help manage that complexity.


9 am: Naveen Sharma of Cognizant and Dagmar Garcia of Citrix take the stage. Citrix began their MDM journey in July of 2012, and Garcia emphasized the need to deliver value at every stage and to align to a larger enterprise data management strategy. Citrix determined their business value metrics at the beginning of the program, evangelizing what they would do with the program. This included specific numbers regarding lead to opportunity conversion, operational efficiencies and data quality improvements. A key takeaway from her experience thus far: “Technology isn’t something that just happens; you need to align closely with IT,” she says.

Naveen Sharma elaborated on some of the trends in data management driven by the “SMAC stack” – social, mobility, analytics/big data and cloud. With all the new sources and types of data, data integration is key, and he advocates “GRiD” – Getting the Right Data.


8:00 am: MDM and Data Governance Summit kicked off this morning with the Chairman’s Keynote from Aaron Zornes, chief research office of the MDM Institute. Zornes emphasized how the megatrends of cloud, mobile, social, big data and in-memory computing influence the next generation of master data management technologies.

Cloud brings a new dimension to master data management. It is necessary to integrate the data, architectures, processes for an overall environment. Cloud apps need to take advantage of and integrate with on-premise applications. Zornes advises to dip into on-prem MDM hub to understand customer and prevent bad data from polluting the environment.

In Zornes’ view, mobile MDM is GPS or location awareness data that needs to be analyzed and integrated to serve up mobile marketing. This requires big data analytics.

Smaller organizations are now picking up MDM and doing it at a smaller scale than large organizations, but large or small, Zornes says you can still plan that for every dollar you spend on software, you will need 3-4 times that for implementation costs during the first year. For this year he advises that you need to pick an implementation partner very carefully because they’re the ones doing the work to make your ongoing program successful.

One of the main takeaways from the session is that data governance is vital to master data management, particularly for sustainability, execution of an ongoing program. Unfortunately, Zornes contends that data governance currently doesn’t exist as an integrated solution.

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