“By 2015, 15 percent of organizations will have added social media data about their customers to the customer master data attributes they manage in their MDM systems” – Gartner
In my previous post on
Collaborative Data Management we analyzed how data governance, quality and Master Data Management (MDM) can be leveraged to bring about a coherent data conscious environment within an organization. But is data that can provide business insights present within organization boundaries alone? Well with the explosion of Social Media the answer is a big ‘NO’.
As a known fact, traditionally the customer buying pattern was analyzed from data gathered from in-house systems and leveraged for selling opportunities. The information that these systems provided are essentially what the customers wanted to provide, in other words the intelligence was limited to the data collected at the Point of Sales. With Social MDM in place the whole approach changes. Following are the recommended action points as to how organizations need to go about with their Social MDM strategy:
- Determine Attributes: Strategize on potential application of different Social Media and identify new attributes
- Integrate Attributes: Linking MDM within Enterprise and Identity on Social Media followed by Enhancing the ‘Golden Copy of Customer Data
- Build Social Intelligence: Take enterprise to the customer on Social Media
