Spending time at the MDM/DG Summit in NYC this week demonstrated the wide spectrum of MDM implementations and stories out in the market. It certainly coincides with our upcoming MDM inquriry analysis where:

Taking a step back from this, these items beg the question - how do you apply MDM within this new data ecosystem? During my keynote I tried to expand our perspective on MDM to be a hub for context in customer experience - sitting between systems of record and systems of engagement to translate, manage and evolve dynamically the full fidelity of customer identity through interactions directly or as viewed through indirect business processes and supporting activities. For example, what can you learn about an air traveler by analyzing baggage handling data? What can be learned about annonymous visitors to your website beyond the activity tracked on site - what did they look at prior to coming? what device did they use? where are they located? do you already have past behavior stored in a cookie? This opens up the customer master beyond the 25 - 250 data elements we might include today to potentially thousands or customer markers that define identies. All this metadata is master data.

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