Reference & Master Data Management (MDM)
Master and reference data are like the names and keys in your address book—consistent, accurate, and vital to connecting everything correctly.
Definition
Reference & Master Data Management (MDM) is the practice of managing the critical data entities used repeatedly across systems and business processes—such as customers, products, employees, and locations. It ensures consistency, accuracy, and a single version of truth.
- Creates single sources of truth for core business entities
- Supports accuracy, consistency, and trusted reporting
- Used by multiple applications across departments
Core Components
- Master Data Models (Customer, Product, etc.)
- Reference Data Definitions (Countries, Currencies, Codes)
- Golden Record Creation & Matching
- Data Synchronization & Stewardship
- Hierarchy & Relationship Management
Example in Practice
A company consolidates customer records from multiple CRMs and ERPs into a single master profile per person, ensuring marketing, billing, and support teams all work from the same data—and eliminating duplicates and errors.
Key Techniques & Tools
- Informatica MDM, Semarchy, Reltio
- Microsoft Purview, Oracle CDM
- Data matching, deduplication, and survivorship rules
- Data stewardship workflows and governance
Upcoming Events & Content
January 15, 2026: "Mastering Master Data: Strategies for Business Alignment"
Who Should Attend: Data stewards, CRM/ERP owners, data modelers, enterprise architects
Vendor Partners in this Space
DAMA International (DAMA-I) is a not-for-profit, vendor independent association of technical and business professionals dedicated to advancing the concepts and practices for data resource management and enterprise information. DAMA-I is the parent organization of the DAMA-MN, and has chapters and members throughout the world.