Master Data Management

Master your data, master your business.

What is Master Data Management?

Master data management (MDM) is a methodology that identifies the most critical information within an organization—and creates a single source of its truth to power business processes.

MDM involves a number of technology solutions, including data integration, data quality, and business process management (BPM). It delivers:

  • A single view of the data—Creating a single, authoritative view of business-critical data from disparate, duplicate, and conflicting information lets you see, for instance, that Rob Barnes and Robert Barnes are the same person.
  • A 360-degree view of the relationships—Business rules let you identify the relationships among the data, so you can combine data showing Robert Barnes owns a Razor scooter with data showing he bought it at a Target store.
  • A complete view of all interactions—Integrating the transactions and social interactions that have occurred with that product, customer, channel partner, or other data element gives you a complete view of that customer.


c09-products-mdm-marketers-revenue Marketers that say they could generate more revenue if they had better customer information
c09-products-mdm-median-fortune-boost-revenue The amount that the median Fortune 1000 company could boost revenue annually by increasing data usability 10%

Your business runs many applications that store data—financial systems, marketing systems, customer service systems, and so on. Each application has built its own version of data “truth.” But which one is right? Not knowing can cost your organization significantly.

You know you’re in trouble when business processes start breaking down. You don’t know what products your customers have bought. You don’t know which products are selling well, or through which channels. You can’t get important compliance documents completed on time. You can’t get marketing campaigns out the door, and when you finally do, ROI suffers. 

What to look for

Not all MDM solutions are created equal. When considering options, look for these features:

  • Flexibility—MDM is a journey. Although your business may first buy a product for one type of data integrity problem, you should be able to use that solution to solve additional ones.
  • Built for data variability—Likewise, it needs to handle multiple data types: customer records as well as products, locations, accounts, and all related elements.
  • Designed for complexity—Not understanding relationships can cost your company money. You should know if two people belong to the same household or if a customer owns more than one of your products.
  • Scalability from small to big projects—Many MDM problems are exceedingly complex. But you don’t want to take a year for the initiative to get off the ground. You want the ability to break down a data problem into smaller components.
  • Configurable—An MDM system shouldn’t require coding, which comes with testing and maintenance headaches.


c09-products-mdm-customer-retention-rate The customer retention rate of best-in-class companies who have established a consistent view of customers across systems compared to laggards
c09-products-mdm-number-one Informatica has been #1 in customer loyalty for nine years running

Why Informatica?

Informatica Master Data Management is the only MDM solution that is both easy to deploy and flexible enough to solve your unique business challenges.

  • Agility—Our solution can be deployed rapidly and easily, and includes the full assortment of data integrity, data quality, and BPM capabilities required to successfully complete any MDM project.
  • Business user-focused—We deliver value directly to your business users by immediately improving business processes and helping them discover relationships in the data that gives them powerful insights.
  • Focused on customer success—A dedicated group within Informatica’s MDM division, our customer success team was created with the sole purpose of ensuring customer satisfaction. As a result, Informatica has been named number one for customer loyalty nine years in a row by independent research firm TNS.

2015 Gartner Magic Quadrant for Master Data Management of Customer Data Solutions

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The Information Difference: MDM Landscape Q2 2015

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Master Data Management Products

Multidomain MDM

Deliver business value by providing complete and accurate views of critical master data.

Identity Resolution

Searches systems and databases to discover hidden connections between people.

Business Applications

MDM applications empower your business to directly access, manage, and analyze business-critical data.

Product 360 (PIM)

An application focused on centrally managing information about products sold through different distribution channels.

Cloud Customer 360 for Salesforce

Integrated data quality enables you to take full advantage of Salesforce's capabilities.

Business Process Management

Automates processes and enables service-oriented application integration.

Customer Success Stories


UPMC used a collection of Informatica products to improve research outcomes in the quest to cure various diseases

M.D. Anderson Cancer Center

Informatica empowered scientific and clinical collaboration at this renowned cancer center by turning data into knowledge and facilitating self-service business intelligence


Citrix uses Informatica solutions to gain complete customer insight on all products