Master Data Management

Master Data Management

Report Author(s): Philip Howard

Master data management has been something of a slow burner but it has now reached the stage that it is a mainstream activity. The reasons for implementing it are varied: very often it is aimed at supporting marketing initiatives and the sort of customer (or client or patient) insight discussed above. However, it is also often, and more prosaically, about improved customer service—though that could be viewed as an aspect of marketing in its own right.


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