There is a shift underway with master data management (MDM) that can't be ignored. It is no longer good enough to master domains in a silo and think of MDM as an integration tool. First-generation implementations have provided success to companies seeking to manage duplication, establishing a master definition, and consolidating data into a data warehouse. All good things. However, as organizations embrace federated environments and put big data architectures into wider use, these built-for-purpose MDM implementations are too narrowly focused and at times as rigid as the traditional data management platforms they support.
Yet, it doesn't have to be that way. By nature, MDM is meant to provide flexibility and elasticity to managing both single and multiple master domains. First, MDM has to be redefined from a data integration tool to a data modeling tool. Then, MDM is better aligned to business patterns and information needs, as it is designed by business context.
Enter The Golden Profile
When the business wants to put master data to use it is about how to have a view of a domain. The business doesn't think in terms of records, it thinks about using the data to improve customer relationships, grow the business, improve processes, or any host of other business tasks and objectives. A golden profile fits this need by providing the definition and framework that flexes to deliver master data based on context. It can do so because it is driven by data relationships.