1. Webinar Data Governance Disrupts The MDM Status Quo
Michele Goetz, Principal Analyst
November 14, Call in at 12:55 p.m. Eastern time

2. Sitting in the perfect storm — age of the customer
Agenda
Sitting in the perfect storm — age of the customer
Today’s data ecosystem has big implications for MDM relevancy.
It’s not MDM for big data; it’s MDM for all data.
Comparing first generation (2011) to today’s generation (2014) MDM
MDM innovations are coming — prepare for data citizenship.

3. Sitting in the perfect storm
Age of the customer

4. Transform the customer experience. Embrace the mobile mind shift.
Forrester’s four market imperatives are motivating new integration scenarios
Transform the customer experience.
Embrace the mobile mind shift.
Age of the customer
Social and mobile
Mobile and social
Mobile, social, cloud, and big data
Big data and cloud
Turn big data into business insights.
Become a digital disruptor.

5. Age of the customer example: microinsurance
“SureNow” microinsurance
Escape the insurance competition for some time.
Transform the customer experience.
Embrace the mobile mind shift.
Become a digital disruptor.
Turn big data into business insight, e.g., for fraud detection.

6. Context between systems of engagement and systems of record is the key integration challenge
Systems of engagement guide people in their physical world.
Context
MDM and DG
Systems of record host transactions in the virtual world.
Source: November 16, 2012, “Great Mobile Experiences Are Built On Systems Of Engagement” Forrester report

7. Customer experience is enabled by the context between systems of engagement and systems of record

8. True business innovation derives from the dynamic ecosystems of value
Traditional linear value chain
Dynamic ecosystems of value
Priority shifts to real-time MDM.

9. Today’s data ecosystem has big implications for MDM relevancy
Trusted data is a core value

10. Hybrid landscapes become the norm
“Which of the following middleware platforms are you planning to replace or complement with cloud middleware platforms (PaaS)?”
Base: 582 North American and European software decision-makers who are involved in platform and infrastructure software (20-plus employees); Source: Forrester’s Forrsights Software Survey, Q4 2013

11. Direct-to-consumer is a critical path for global CPG.

12. MDM — the master of context and variety
Mapping
Mastering
Integration hub
Data dictionaries
Data syntax
Data parsing
Data matching
Lineage
Structured
Rigid
Information hub
Data linkage
Semantic model
Profiles
Navigation
Structured, unstructured, and semistructured
Agile

13. The importance of data governance is understood . . .
“How important do you rate the following aspects of an information governance strategy?”
Sixty-two percent to 86% under-stand the impor-tance of data gover-nance.
Base: 452 North American technology decision-makers; Source: Business Technographics® Global Data And Analytics Survey, Note: Respondents answering “don’t know” are not shown.

14. . . . which drives MDM adoption as a solution versus a tool
Master data management tool
Data quality tool
Data profiling
Up to three-fourths of all MDM solutions have a cross-sell with data quality tooling.
Metadata tool

15. . . . but data governance implementation is fragmented
“To what extent has your firm implemented the following aspects of information governance?”
Only data security and privacy are implemented cross-enterprise.
Base: 452 North American technology decision-makers; Source: Business Technographics® Global Data And Analytics Survey, Note: Respondents answering “don’t know” are not shown.

16. . . . and lacks investment except for security and privacy
“When considering data governance for all of your BI and analytics initiatives, what is the level of annual investment for the following data governance capabilities companywide?”
Companies invest approximately 5x more in data security as compared to any other governance area.
Base: 452 North American technology decision-makers; Source: Business Technographics® Global Data And Analytics Survey, Note: Respondents answering “don’t know” are not shown.

17. IT still owns much of data governance, but the shift toward CDO role is evident
“Which organizational unit currently has primary ownership of the following tasks or responsibility areas?”
Tactical
Strategic
Base: 249 North American technology decision-makers; Source: Business Technographics® Global Data And Analytics Survey, Note: Respondents answering “don’t know” are not shown.

18. It’s not MDM for big data; it’s MDM for all data
Modern data strategies causing organizations to reassess MDM

19. 2011 to 2014: MDM shifts from recipes to charting new paths
MDM shifts from program to strategy.
32% of inquiries seek ways to evolve MDM as they evolve their overall data strategies. That represents a twofold increase from 2011.
MDM strategy replaces data governance in priority.
75% of MDM inquiry reduction between 2011 and 2014: The back story is that data governance inquiries are taking on an enterprise perspective.
Ownership and interest are shifting toward business stakeholders.
77% of technology management decision-makers feel they own MDM.
54% of business decision-makers agree. 
A 23% gap indicates that business decision-makers are beginning to consider MDM under their purview.

20. MDM pivots from tactical to strategic
*Data governance is a broader program today; MDM is part of the overall program and is less project-oriented.

21. Strategy: Big data emerges to influence today’s MDM strategy

22. Best practices: MDM is entering the expansion and optimization phase

23. Vendor selection: Vendors are assessed on multidomain capabilities; PIM rises in demand

24. MDM innovations are coming
Prepare for data citizenship

25. . . . driven by distinct data governance archetypes that match business outcomes and data types
Source: February 25, 2014, “Data Governance Archetypes Shape The Focus And Fate Of Your Business” Forrester report

26. The citizen — personal responsibility
Focus
Collaborative governance
Accountable roles
Contributor to data evolution
Coordinated controls
Fate
Ideation
Personal responsibility
Agile governance

27. MDM market is a shark tank: Competing on core MDM capabilities is a war of fractions . . .
Business and data governance are in the driver seat.

28. Semantic MDM
Building context

29. Analytical MDM
Building knowledge

30. Social governance
Building data citizens

31. Business application
Building bridges

32. Intelligent MDM is in your future.
Inferring context

33. Vendors are not leaving their developers behind . . . they are strengthening
Faster, agile, and consumable MDM content and APIs
Bluemix, GitHub, etc.
Integrating MDM development with big data, cloud, and application development
Strengthening developer communities

34. Key takeaways

35. Key takeaways
Do not equate focused MDM implementation with an MDM silo.
Hybrid ecosystems will require mastering data variety.
Include semantic development skills when implementing MDM.
Support developers, data stewards, and business culture during implementation.
Building MDM without data quality, data definitions, and data profiling will lead to failure.

36. Michele Goetz