Master Data Management

Everyone has a role to play in making sure the business’s master data management strategy succeeds. Salespeople building leads lists should follow guidelines so that contact records are complete. Marketers running campaigns need to consider how metrics are tracked and ingested so that results can be included in existing reports or programs. C-suite executives who are familiar with the MDM strategy will be better positioned to interpret results and spot errors. In short, master data management isn’t just a concern for data scientists — it’s a process that needs to be understood by each player.