1. Industry Analyst Perspective:
What Does the Next Generation of MDM Look Like
16th Annual MDM & Data Governance Summit
2021 date t.b.d.  NYC
Aaron Zornes
Chief Research Officer
The MDM Institute
aaron.zornes@the-MDM-Institute.com
www.linkedin.com/in/aaronzornes
@azornes
+1 650.743.2278

2. About the MDM Institute
“Independent, Authoritative, & Relevant”
 Founded 2004 to focus on MDM
business drivers & technology challenges
 MDM Advisory Council™
of 150 Global 5000 IT organizations with unlimited
advice to key individuals, e.g. CTOs, data architects
 MDM Business Council™ website access
& email support to 55,000+ members
 MDM Road Map & Milestones™
annual strategic planning assumptions
 MDM Market Pulse™ monthly surveys
 MDM Fast Track™ one-day
public & onsite workshop rotating quarterly
through major North American, European & Asia-
Pacific metro areas
 MDM & Data Governance
Summit™ annual conferences in
London, Madrid, NYC, San Francisco, Singapore,
Sydney, Tokyo & Toronto
About Aaron Zornes
 Leading industry analyst authority on topics of MDM, CDI, RDM & Data Governance
 Founder & Chief Research Officer of the MDM Institute
 Conference chairman for MDM & Data Governance Summit conference series
 Founded & ran META Group’s largest research practice for 14 years
 M.S. in Management Information Systems from University of Arizona
© 2021 The MDM Institute www.the-MDM-Institute.com

3. MDM Institute Advisory Council
Representative Members
150 organizations who receive unlimited MDM advice to key
individuals, e.g. CTOs, CIOs, & MDM project leads
 Mayo Clinic
 McKesson
 Médecins Sans Frontières
 Medtronic
 Microsoft
 Motorola
 National Australia Bank
 Nationwide Insurance
 NetApp
 Norwegian Cruise Lines
 Novartis
 Pearson
 PC Connection
 Polycom
 Pratt & Whitney Canada
 Qwest
 3M
 Allergan
 BCD Travel
 Bell Canada
 Caterpillar
 Cisco
 COUNTRY Financials
 Educational Testing Svcs
 EMC
 GateGourmet
 GE Healthcare
 Highmark Vision
 Honeywell
 Information Handling Svcs
 Intuit
 Loblaw
 Ralph Lauren
 Roche Labs
 Rogers Communications
 S&P Global
 Scholastic
 Stryker
 SunTrust
 Sutter Health
 TNT Express
 Telkom South Africa
 UCB Pharma
 UK Home Office
 Visa Europe
 W.W. Grainger
 Westpac
 Weyerhaeuser
 Woolworths Australia
© 2021 The MDM Institute www.the-MDM-Institute.com

4. MDM Market Growth** slowing from historical 18%
CAGR to ~10% or less
 CDI (MDM of Customer) software
 $644 million market YE2012 & $1.1 at YE2016
 PIM (MDM of Product) software -- incl store content info & metadata
 $688 million market YE2012 & $1 billion at YE2016
 > 50% of MDM revenue led by offerings from small & best-of-
breed vendors
 Investors vote via funding – IBI, INFA, Magnitude, Profisee,
Reltio, Riversand, Talend, TIBCO & more
** Source: Gartner Research = “Though slowed from prior years, the MDM market continues to grow on a YOY basis. For
2017, Gartner estimates the overall rate of growth within the market at 5.6% to $1.37 billion, up 0.3 % on 2016’s growth
rate. We are observing previously leading MDM vendors shedding market share. This is being taken up by smaller vendors
increasing their market share on a YOY basis, as well as by new entrants.”
© 2021 The MDM Institute www.the-MDM-Institute.com
The MDM market continues to grow & evolve – more specifically as
a key enabler of Digital Transformation

5. Macro MDM Market Trends
 Market consolidation – MDM+DI+DQ+Apps
 IBM InfoSphere MDM = DWL+Initiate+Trigo+Lombardi+Ascential+Vality+SRD+LAS
 Informatica MDM = Siperian+DataScout+Heiler+Similarity+Evoke+Identity
Systems+AddressDoctor+Diaku+AllSight
 Magnitude MDM = Kalido+Agility Multichannel
 Microsoft MDM = DATAllegro+Stratature+Zoomix
 Oracle MDM = Siebel UCM+SilverCreek+Datanomics+Sun MDM+Hyperion
MDM+GoldenGate+Sunopsys+Carleton
 SAP MDM = A2i+Business Objects+FirstLogic+Purisma+Hybris
 TIBCO MDM = Velosel+Netrics+Spotfire+JasperSoft+Composite S/W+Orchestra Networks
 MDM Duology – Mega vendor (IBM, INFA, Oracle, SAP) for Customer/Product/Supplier
& 2nd/3rd tier for “everything else” (RDM, location, et al)
 Cloud economics – Compelling but problematic for customer & employee data
– key sales enabler but not yet delivering business value
 Graph – Providing “missing link” between domains + big data analytics + IoT
© 2021 The MDM Institute www.the-MDM-Institute.com

6. MDM & Data Governance Market 2021-22:
Facts vs. Beliefs
1. Graph database is CONCEPTUALLY THREATENING MDM due
to its ability to simplify complexity, but is also augmenting
MDM & DG via UI & Query
2. Multi-domain operational MDM remains DOGMA not
PRACTICE
3. Proactive Data Governance integration with MDM platforms
REMAINS CONCEPTUAL (+ lots of hard coding & RPA)
4. MDM as “Managed Service” = HOT
5. Machine Learning is stealing spotlight at MDM & DG party
In short, 2021-22 will continue to provide
MDM market watchers with lots of entertainment
© 2021 The MDM Institute www.the-MDM-Institute.com

7. Next-Gen MDM (Master Relationship Management)
Strategic Planning Assumption
 During 2021, evaluation teams will assume/insist MDM platforms targeted for
enterprise or mission-critical deployment fully support both PARTY & THING
entities; this dogma remains known as Universal MDM or Multi-Domain MDM
 Through 2021-22, mega vendors will continue to deploy separate CDI & PIM
stacks while nouveau vendors position this as "legacy MDM"; MDM-ready data
models will continue to bolster mega vendor MDM sales; given majority of
operational CDI hub vendors have "PIM light" & concurrently PIM vendors
added B2C PARTY, degree of support for RDM remains key differentiation
 By 2022-23, graph DB will provide “hub of hubs” layer to rationalize complex
relationships for “Master Relationship Mgmt”; this next-gen MDM will enable
cognitive data-driven apps to drive next gen of business e-transformation
Lack of lightweight footprint + inflexible pricing resulting in “MDM duology”–
wherein mega vendor MDM hub deployed for Customer/Product/Supplier with
lesser priced 2nd/3rd tier MDM solution for "everything else" (RDM, location, et al)
© 2021 The MDM Institute www.the-MDM-Institute.com

8. Recent North American Uptake of MDM
Representative Sample
 Shopko
 Smith & Nephew
 Sony Pictures Entertainment
o Spectrum Pharmaceuticals
 Sun Edison
 T-Mobile
 Target
 Teach for America
 TELUS
Time-Warner Cable
 TJ Max
 Toyota
 Toys R Us
 Travelport
 TrueValue
 Umstead Hotel & Spa
 Union Bank
 US Bank
 US Office of Personnel Mgmt
 Ulta
 Uti
 Viacom
 Visa
 Walt Disney Resorts
 Warner Brothers
 Wellcare
 Wellmark
 Whataburger
 Whole Foods
 Williams-Sonoma
 WR Berkley
 Wyndham
 XTO Energy
 Zoro Tools
 7-11 (US)
 Dean Foods
 Delhaize America
 Desjardins
 Devon Energy
 Dignity Health
 Domino’s
 Ellie Mae
 Essilor
 Federal Reserve Board
 Federated Co-Operatives, Ltd.
 FHA
 Financial Engines
 First American
 Flagstar Bank
 Florida Blue
 Frontier Communications
 First American Title
 Fox
 Giant Eagle
 Global Hyatt
 Gogo
 Greendot
 Grupo Bimbo
 Guy Carpenter
 HCA
 Hilton Worldwide
 Home Depot Canada
 Houghton Mifflin Harcourt
 Huntington Bank
 Intact Financial
 John Wiley & Sons
 Jones Lang LaSalle
 JP Morgan Chase
 Kaiser Permamente
 KeyBank
 Kroger
 Laticrete
 Levi Strauss
 Liverpool
 Logitech
 Maersk
 MassMutual
 MasterCard
 Mayo Clinic
 McKesson
 MeadWestvaco
 Men’s Wearhouse
 Morgan Stanley
 Nextel
 Northern Trust
 NY Times
 Oakley
 Oppenheimer Funds
 Pacific Life
 Panera Bread
 Payless
 Paramount
 Pearson
 PetSmart
 Pitney Bowes
 Polycom
 PriceSmart
 Prudential
 PTC
 Quicken Loans
 RadioShack
 Rockwell Automation
 Sabre
 SC Johnson
 Scholastic
 AARP
 Accolade
 ADP
 Allied World Assurance Co.
 Ally Bank
 Apria
 AutoTrader.com
 BB&T
 Belk Stallergenes
 BestBuy
 Biogen Idec
 BJ's Wholesale Club
 Blackstone Group
 BMC Software
 Bombardier
 Bose
 BNY Mellon
 British Columbia Cooperative
 Burlington
 Canadian Border Security Agency
 Canada Revenue Agency
 CarFax
 Celgene
 Chartis
 Chevron
 Chipotle
 Chubb
 Clorox
 Collective Brands
 Comerica
 Convergys
 Costco
 Coty
 Covidien
 Crossmark
© 2021 The MDM Institute www.the-MDM-Institute.com

9. Master Data Management (MDM)
“Top 10” Evaluation Criteria
© 2021 The MDM Institute www.the-MDM-Institute.com

10. MDM Institute Field Reports – MDM**
 Ataccama ONE
 Civica (fka VisionWare)
 Contentserv
 Dell Boomi
 EnterWorks (Winshuttle)
 IBM InfoSphere MDM
 Informatica MDM
 Information Builders
Omni-Gen
 Innovative Systems Inc.
 Magnitude Kalido MDM
 Microsoft MDS
 Oracle CDM (CDH, DRM,
UCM)
 Profisee MDM
 Reltio
 Riversand
 Salesforce Customer 360
 SAP MDG
 SAS MDM
** Persisted CUSTOMER or PRODUCT data hubs
© 2021 The MDM Institute www.the-MDM-Institute.com
• Semarchy
• Software AG
• Stibo
• Syncsort SPECTRUM
(fka Pitney Bowes)
• Talend
• Teradata MDM
• TIBCO Ebx
(fka Orchestra Networks)
• Viamedici
• Vin MDM

11. Overview of MDM Field Reports
NOT presented at conference but incl in this PPT deck

12. Data Governance
Strategic Planning Assumption
 Through 2021, most enterprises will struggle with enterprise DG while they
initially focus on customer, vendor, or product; integrated enterprise-
strength DG that includes E2E data lifecycle will remain elusive as most
organizations turn to lightweight glossaries with modest Data Steward
workflows to support devolved autonomy & multi-disciplinary, bi-modal
teams
 During 2021-22, the majority of MDM software & service providers will
focus on productizing such lightweight DG frameworks while mega MDM
software providers struggle to link governance process with process & data
hub technologies
By 2022, mega vendor DG solutions will finally move from
“passive-aggressive" mode to “proactive" Data Governance mode
© 2021 The MDM Institute www.the-MDM-Institute.com

13. Master Data Governance (MDG)
“Top 10” Evaluation Criteria
© 2021 The MDM Institute www.the-MDM-Institute.com

14. MDM Institute Field Reports – DG
 Adaptive
 Agile Solutions AIM
Framework
 Alation Data Catalog
 ASG-Rochade, ASG-
metaGlossary
 Ataccama
 BackOffice Associates
Data Stewardship
Platform
 Collibra DGC
 DCR DataVantage
 erwin DG
 Global Data Excellence
 Global IDs MDG Suite
 Gaine Solutions DG Hub
 IBM IGC & Stewardship
Center
 Information Builders MD
Center
 Infogix Data3Sixty +
DATUM Info Value Mgmt
 Informatica Axon, EDG,
EIC, IDD, MM
 IO-Tahoe
 Microsoft DG Console &
AZURE Catalog
• Oracle Data Catalog, DGF,
Oracle Data Relationship
Governance
• Prodago
• SAP MDG
• SAS Data Governance
• STG Winshuttle SAP Master
Data Governance
• Teradata MDM Studio
• TopQuadrant TopBraid EDG
• Xtivia
• Winshuttle
© 2021 The MDM Institute www.the-MDM-Institute.com

15. Overview of DG Field Reports
Available on www.the-MDM-Institute.com download website

16. Reference Data Management (RDM)
Strategic Planning Assumption
 Thru 2021, reference data will continue as key entry point for enterprises & in
turn unduly influence choice of MDM for Customer, Product & other domains;
large enterprises will continue to mandate that Reference Data be part of MDM
platform's native entity types
 During 2021-22, MDM vendors will begin to market RDM to apply an MDM
approach for centralized governance, stewardship & control; while many
organizations will apply RDM to manage & rationalize reporting dimensions
across data marts (or monster marts via Hadoop), increasingly the compelling
use case is data standardization on the way into Big Data lakes, i.e.
cleansing/taxonomizing of R/T data streams feeding Big Data Lakes
 By 2022, pervasive, low cost RDM will be commoditized via the efforts of
Ataccama, Microsoft and Oracle; mega vendors will respond by providing
“throttled” MDM hub with RDM as licensed domain
Managing “simple” reference data will prove
to be a key sales entry point for MDM vendors
© 2021 The MDM Institute www.the-MDM-Institute.com

17. Reference Data Management (RDM)
“Top 10” Evaluation Criteria
© 2021 The MDM Institute www.the-MDM-Institute.com

18. MDM Institute Field Reports – RDM
 ASG metaRDM
 Ataccama RDM
 Collibra Reference
Data Accelerator (sunsetted)
 IBM RDM Hub
 Informatica MDM Reference 360
 Magnitude RDM (Kalido)
 Microsoft MDS
 Oracle Site Hub, DRM
 Profisee LightSwitch for RDM
 Reltio Reference 360
 Semarchy Agile RDM
 Software AG WebMethods
OneData
 Teradata LRDM
 TIBCO/Orchestra EBX
 TopQuadrant TopBraid RDM
© 2021 The MDM Institute www.the-MDM-Institute.com
Available on www.the-MDM-Institute.com download website

19. Overview of RDM Field Reports
Available on www.the-MDM-Institute.com download website

20. Budgets/Skills
Strategic Planning Assumption
 During 2021, the number of IT professionals trained in a specific MDM
solution will increase 5-10% Y2Y, however, IT organizations & consultancies
will struggle to recruit & retain IT veterans who have had a major role in a
successful MDM or DG deployment
 Thru 2021-22, enterprises will continue to spend 3X to 4X in “plan” &
“build” services vs. MDM software; MDM & Data Integration COE leadership
will increasingly evolve into CDO careers
 By 2022, supply of MDM-experienced consultants will catch up w/ demand
& SIs will scramble to find new Big Data-driven opptys for their expensively
recruited & trained talent; Data Governance positions will continue to
demand strong native language skills & localized presence
Given substantial investment businesses undertake with SI
partners, this area must be given scrutiny – not only to contain
costs, but to insure success of this vital infrastructure investment
© 2021 The MDM Institute www.the-MDM-Institute.com

21. MDM & Data Governance
Implementation/Continuity/Maintenance Services
This area must be given scrutiny – not only to contain costs,
but to insure success of this vital investment
 Market for MDM & Data Governance services reached $2.5B during 2012 & exceeded
$4 billion by YE2016 w/ CAGR reduced to ~10-12%
 Systems integrators are essential to success of majority of MDM projects, yet
previously incumbent SIs usually are no longer so
 SIs are undergoing “digital transformation” themselves & downsizing to adjust to
“Managed Services” conundrum
 “Digital transformation” is superseding “classic MDM implementation projects as key
revenue focus for all SIs ... Many more “tactical” projects than “Enterprise”
 Data Governance assistance from SIs will remain especially critical to success of
MDM programs during 2021-22 as organizations deal w/ shortage of tools,
experience & tool expertise
© 2021 The MDM Institute www.the-MDM-Institute.com

22. “TOP 20” MDM/DG Global Consultancies
 Accenture
 BearingPoint
 Capgemini/iGATE Patni
 Cognizant
 Deloitte
 E&Y
 Genpact
 HCL Technologies
 IBM BAO & Lab Services
 Informatica Pro Svcs
 Infosys
 L&T InfoTech
 Oracle Pro Services
 PwC
 Syniti (fka BackOffice Associates)
 Tata Consultancy Svcs
 Tech Mahindra (Satyam)
 Utopia
 Winshuttle
 Wipro
© 2021 The MDM Institute www.the-MDM-Institute.com
NOT presented at conference but available upon request

23. “TOP 25” MDM/DG Specialists
(North America)
 Adastra
 Amberleaf Partners
 Amplifi Commerce
 AST/Serene
 Codifyd
 Datasource
 eVerge Group
 First San Francisco Partners
 Genpact
 GlobalSoft
 HighPoint Solutions
 Hitachi/Sierra Atlantic
 IMT
 Infogix/Datum
 Information Asset
 Infoverity
 Kingland Systems
 Knowledgent (acquired by ACN)
 LiquidHub
 LumenData
 Mastech (InfoTrellis)
 Northgate Info Svcs
 Perficient
 Prolifics (Stream Integration)
 SapientNitro
 Slalom
 SoftPath
 Trianz
 VIQTOR DAVIS (fka Entity Group)
 ZS Associates
© 2021 The MDM Institute www.the-MDM-Institute.com

24. “TOP 20” MDM/DG Specialists (Europe)
 Adastra
 Affecto
 Arhis
 ATOS
 BAE Systems Applied
Intelligence (formerly Detica)
 Business & Decision
 Camelot
 CGI-Logica
 eCenta
 Edifixio
 Global Data Excellence
 Infordata
 Komtas
 Micropole
 Platon (Deloitte DK)
 SAP Professional Svcs
 Sopra Steria
 Tieto
 VIQTOR DAVIS
(fka Entity Group + Jibes)
© 2021 The MDM Institute www.the-MDM-Institute.com

25. Next-Generation MDM
 Savvy IT architects are moving on to planning for next-gen MDM capabilities to
address increasingly mobile society – “system of engagement” preferred to
“system of record”
 These capabilities are needed to address opportunities & challenges of
increasingly mobile & Big Data-driven world
 For many G5000 enterprises, MDM is a relatively mainstream business strategy
when it concerns CUSTOMER or PRODUCT master. Or so they thought...
 With "perfect storm" of Big Data, Cloud & Mobile brewing, once leading-edge
MDM architectures are increasingly becoming obsolescent &/or IT "money pits“
Because master data is required to provide competitive advantage, increase
customer service levels & drive new product/service combinatorial market
offerings, MDM must embrace Big Data in order to deliver such capabilities ...
as well as Cloud-enablement/deployment/integration
© 2021 The MDM Institute www.the-MDM-Institute.com

26. Top 10 Evaluation Criteria
for Next-Gen MDM
1. Complex/graph
relationships
2. Mobile, micro
segmentation
3. Social, IoT = Big Data
4. Machine learning, AI
productivity/accuracy,
especially for DG
stewards
5. Time-travel
6. Cloud - extreme
scalability, flexible
delivery, pricing model
7. Action-enablement vs.
data management
8. Real-time
9. Microservices
architecture
10.Proactive/integrated/
federated DG
All vendors need to better focus on next-gen MDM requirements as we move
from “system of record” to add “system of reference” & (ultimately) move
into “system of engagement” wherein relationship-driven analytics form the
foundation of MDM-innate, data-driven & context-driven “cognitive”
applications to fully enable the “digital enterprise”
© 2021 The MDM Institute www.the-MDM-Institute.com

27. Macro Trends
 Big Data – Data volumes + 3rd party reference data + Social network
data + Unstructured data
 MDM Duology – Mega vendor (IBM, INFA, ORCL, SAP) for
Customer/Product/Supplier & 2nd/3rd tier for “everything else” (reference
data, location, et al)
 Cloud Economics – Compelling but problematic for customer &
employee data – key sales enabler but not yet delivering business value
 Graph Technologies – Providing “missing link” between domains + big
data analytics + IoT
 Machine Learning – Scalability, complexity and agility are only certain
of the problems increasingly being solved by machine learning (ML)
© 2021 The MDM Institute www.the-MDM-Institute.com

28. Machine Learning
 Not just raw data scalability, but also human process scalability
is enabled by ML
 ML will augment (more than replace) MDM+DG to provide
increased agility & scalability
 Areas where ML will be applied include: data discovery &
mapping, entity resolution, relationship discovery & mapping,
taxonomy & ontology; & governance & stewardship
 Most of currently-marketed classic DG tools do not exist as
integrated solutions & also are lagging in “ML-guided”
stewardship
© 2021 The MDM Institute www.the-MDM-Institute.com

29. Graph
 Graph is conceptually threatening MDM due to ability to simplify complexity,
but also augmenting MDM & DG via UI & Query
 Simpler modeling of complex relationships yields more humanistic UI for all
concerned ... model agility + extensibility enables users to easily & quickly add
new data dimensions, hierarchies & linkages
 Querying of analytics via graph tech also simplifies & turbocharges ability to
query (& discover) relationships critical to “system of engagement”
 Majority of purist graph-specific implementations are either (a) unable to
transact for high volume scalability in operational mode or (b) primarily being
used as adjuncts to operational mode/transactional MDM hubs to cross-
walk/analyze across domains
 As MDM evolves towards “master relationship management”, analytical
upstarts from Graph world will increasingly add operational capabilities for
performance & robustness
© 2021 The MDM Institute www.the-MDM-Institute.com

30. MDM Bottom Line
 $2B MDM software market continues to grow 10% annually
 > 50% of MDM revenue led by offerings from small & best-of-breed
vendors
 Proactive Data Governance integration with MDM platforms remains
conceptual (+ lots of hard coding)
 Investors vote via funding – Information Builders, Informatica,
Magnitude, Profisee, Reltio, Riversand, Talend, TIBCO & more
The MDM market continues to grow & evolve – more
specifically as a key enabler of Digital Transformation
© 2021 The MDM Institute www.the-MDM-Institute.com

31. Bottom Line: Data Governance
 Invest in DG for long-term sustainability & ROI of MDM
 Acknowledge currently-marketed classic DG does not exist as
integrated solution
 Plan for most MDM vendors to deliver classical DG during next 6-18
months; innovative best-of-breed DG s/w firms to focus on ML
 Recognize mega vendors (IBM, INFA, ORCL, SAP) focused to deliver
DG capability in 2021-22 with resultant partner chaos
 Manage SI partner to integration roadmap with MDM platform of
choice & to avoid “brain drain”
Plan now to realize economic value & competitive differentiation
via modern data management-driven Digital Transformation
during next 2-5 years
© 2021 The MDM Institute www.the-MDM-Institute.com

32. Run, Grow & Transform the Business
 MDM is a major IT initiative underway at most market-leading G5000 enterprises
 Most enterprises & solutions vendors are finding near-term success with single-
faceted approach inherent with 3rd or 4th generation MDM solutions
 Myopically focusing solely on single data domain & usage style is detrimental to
longer term business strategy of integrating supply, demand & info chains across
both intra- & extra-enterprise boundaries
 Coming to market during 2021-22 are next-gen MDM solutions which address
req’mnt for Cloud economics, Big Data integration & ML-driven UI & processes
 Integrated Data Governance & Cloud leverage remain the “X” factors
 Digital transformation initiatives requiring “Master Relationship Management” &
“system of engagement” will provide new business drivers for MDM adoption
Clearly, without single view of X (customer/supplier/product) your
organisation cannot be fully effective, efficient or manage risk ...
moreover, your enterprise will be unable to effect “digital transformation”
© 2021 The MDM Institute www.the-MDM-Institute.com

33. Action Plan for 2021-22
 Promote MDM as essential business strategy with IT deliverables to leverage
high-value info used repeatedly across many business processes
 Position MDM as enabler of key business activities such as improving
customer communication & reporting – rather than an important
infrastructure upgrade
 Begin MDM projects focused on either customer-centricity or product/service
optimization
 Plan for next-gen MDM juggernaut evolving from “early adopter” into
“competitive business strategy” while preparing for “Master Relationship
Management” as digital transformation enabler
 Insist on Enterprise MDM software capable of evolving to multiple usage
styles & data domains
Plan now to realize economic value & competitive
differentiation via next-gen MDM during next 2-5 years
© 2021 The MDM Institute www.the-MDM-Institute.com

34. MDM Institute Advisory Council
 Advisor agrees to provide Institute’s
consultants with advice & insight regarding
the use of MDM software & related business
processes at Advisor’s convenience
 Advisor agrees to participate in at least one
fifteen (15) minute survey teleconference call
every sixty (60) days
 Optionally, Advisor may respond to the bi-
monthly survey request via email or Internet-
based survey fulfillment
 Results of such MDM market research surveys
shall be aggregated by the Institute & made
available to all Advisory Council members
 In no case, shall any Advisor-specific survey
information be made available to other parties
unless Advisor has specifically agreed to the
release of such information in writing
150 organizations who receive unlimited MDM advice to key
individuals, e.g. CTOs, CIOs, & MDM project leads
Representative
Members
• 3M
• Bell Canada
• Caterpillar
• Cisco Systems
• Citizens Communications
• Doctors Without Borders
• Educational Testing Services
• GE Healthcare
• Honeywell
• Information Handling Services
• Intuit
• JC Penney
• Mayo Clinic
• McKesson
• Medtronic
• Microsoft
• Motorola
• National Australia Bank
• Nationwide Insurance
• Norwegian Cruise Lines
• Novartis
• Pearson
• Polycom
• Roche Labs
• Rogers Communications
• Scholastic
• SunTrust
• Sutter Health
• Visa
• Westpac
© 2021 The MDM Institute www.the-MDM-Institute.com

35. About the MDM Institute
“Independent, Authoritative, & Relevant”
• Founded 2004 to focus on MDM business
drivers & technology challenges
• MDM Advisory Council™
of 150 Global 5000 IT organizations with unlimited advice
to key individuals, e.g. CTOs, data architects
• MDM Business Council™ website access &
email support to 55,000+ members
• MDM Road Map & Milestones™ annual
strategic planning assumptions – e.g.,
• MDM Market Pulse™ monthly surveys
• MDM Fast Track™ one-day
public & onsite workshop rotating quarterly through
major North American, European & Asia-Pacific metro
areas
• MDM & Data Governance Summit™
annual conferences in London, NYC, San Francisco,
Singapore, Sydney & Tokyo
About Aaron Zornes
 Leading industry analyst authority on topics of MDM, CDI, RDM & Data Governance
 Founder & Chief Research Officer of the MDM Institute
 Conference chairman for MDM & Data Governance Summit conference series
 Founded & ran META Group’s largest research practice for 14 years
 M.S. in Management Information Systems from University of Arizona
© 2021 The MDM Institute www.the-MDM-Institute.com

36. Authoritative
Relevant
Independent
Aaron Zornes
Founder & Chief Research Officer
www.the-MDM-Institute.com
aaron.zornes@the-MDM-Institute.com
www.linkedin.com/in/aaronzornes
+1.650.743.2278 @azornes
© 2021 The MDM Institute www.the-MDM-Institute.com

37. Following charts provided as reference, but not presented

38. 2021-22 MDM Planning Assumptions
 Next-Generation MDM
 Pervasive MDM-Enabled
Cognitive Apps
 Data Governance
 Cloud MDM
 Reference Data
Management (RDM)
 Business-Critical
MDM
 Social & Mobile MDM
 Big Data (& In
Memory)
 Business Process
Hubs
 Budgets/Skills
Strategic planning assumptions to assist IT organizations & vendors in
coping with flux & churn of emerging MDM vendor landscape
© 2021 The MDM Institute www.the-MDM-Institute.com

39. Pervasive MDM-Enabled Cognitive Apps
(Master Data as a Svc) Strategic Planning Assumption
 During 2021, mega MDM vendors will increasingly build &
market data-driven apps that compete directly with mega ERP &
vertical industry app providers
 Through 2021-22, SaaS vendors will struggle to provide
integrated/native MDM; select SaaS providers will finesse this
issue via strategic partnerships & investments in MDM; Graph
DB technology is one area of focus by all vendors to support the
need for managing & analyzing increasingly complex
relationships & hierarchies, in turn which will enable data-
driven cognitive apps of all sizes & shapes
By 2021, the market for data-driven cognitive (MDM-innate)
applications will exceed that for MDM platform software
© 2021 The MDM Institute www.the-MDM-Institute.com

40. Working Definitions
Data Governance (DG)
Formal orchestration of people, process &
technology to enable an organization to
leverage data as an enterprise asset
across different LOBs & IT systems
“Passive” Data Governance
Data steward consoles & other reactive data
management capabilities focused on
after-the-fact data compliance;
often batch-like & not integrated with MDM
Master Data Governance aligns IT-centric viewpoints & business-
centric viewpoints regarding data quality; MDM & MDG are becoming
natural way of aligning data with business processes
“Proactive” Data Governance
Metrics-driven, crowd-sourced capability for
business users & IT to actively control their
shared data across different lines of
business & IT systems
“Active” Data Governance
Metrics-enabled, upstream data policy
enablement; replaces manual data admin
processes with role-based, real-time SME
empowerment
© 2021 The MDM Institute www.the-MDM-Institute.com

41. Cloud MDM (Cloud-Enablement, Architecture & Integration)
Strategic Planning Assumption
 During 2021, Cloud MDM will continue to attract SMBs (+ increasingly large
enterprises) to achieve MDM benefits; such offerings will provide enticing
entry point (opex vs. capex, cost effective POCs) + potential for infinite
elasticity + federated architecture for geo-distributed orgs; native Cloud
MDM will underwhelm market expectations while concurrently such
solutions’ pricing models will stress mega software vendors’ EBITA
 Thru 2021-22, integration of on-prem MDM with SaaS apps will arrive via
SFDC, SAP BBD, et al, however, enterprises will wrestle w/ data integration
issues between on-prem & Cloud with majority of orgs unwilling to house
sensitive data in public cloud; Enterprise reference data remains an
exception; concurrently, MDM-enabled apps will migrate to public Cloud
By 2022, Cloud-innate services for Data Quality and Data Governance will be
more prevalent; however, enterprise operational MDM will remain “on
premise” with increasing integration-to-Cloud applications
© 2021 The MDM Institute www.the-MDM-Institute.com

42. Most Common MDM Topologies
Composite/Hybrid is majority architectural preference;
Registry/Virtual 2nd choice
IMPLEMENTATION STYLE DESCRIPTION
External (Service Provider) • Database marketing providers
• Data service providers
• Service bureaus
• Data as a Service, DQ as a Service (both Cloud-based)
Persisted (Hub/Database) • Master customer information file/database
• Operational data store/active data warehouse
• RDBMS + Extract-Transform-Load (ETL) + Data Quality (DQ)
Registry (Virtual/Index) • Metadata layer + distributed query (enterprise information
integration or EII)
• Enterprise application integration (EAI)
• Portal
• Hierarchical layer
Composite (Hybrid) • Ability to fine-tune performance & availability by altering
amount of master data persisted
• XML, web services & service-oriented architecture (SOA)
“Chernobyl” • Encapsulate legacy applications
© 2021 The MDM Institute www.the-MDM-Institute.com

43. Business-Critical MDM
Strategic Planning Assumption
 Thru 2021, dogmatic spats re: analytical vs. operational vs. collaborative MDM
use cases become historic artifacts as each become biz-critical MDM which
demands zero downtime; certain vendors will continue to sell better in RDM
use cases due to lack of scalability imposed by semantic flexibility; similarly, as
multi-domain MDM commoditizes among mega MDM vendors, need to compete
at app-level will surge; clearly, MDM is all about improving biz processes as
enterprises demand enterprise-strength MDM-powered apps targeted at their
industry or problem set
 During 2021-22, enterprises will increasingly focus on 1:1 mktg as the
importance of “master relationship mgmt” & “system of engagement” becomes
leading biz case for many industries; concurrently, MDM platforms will provide
in-situ capabilities to change data model, business rules, etc. … without taking
MDM services offline
By 2022, this will impact way master data services are syndicated &
delivered … regardless of regular ablutions such as software upgrades
© 2021 The MDM Institute www.the-MDM-Institute.com

44. Classical MDM “Use Cases”
For most G5000 enterprises, multiple (often all) variants will
be needed to make MDM initiatives successful
Analytical MDM
Definition, creation & analysis of
master data to measure the
business; examples: counterparty
risk management applications &
financial reporting consolidation
Collaborative MDM
Definition, creation & synchronization of
master reference data via workflow & check-
in / check-out services; examples: PIM data
hubs & AML
Operational MDM
Definition, creation &
synchronization of master data
req’d for transactional systems & to
run business; examples: customer
hubs & securities masters
© 2021 The MDM Institute www.the-MDM-Institute.com

45. Social & Mobile MDM
Strategic Planning Assumption
 During 2021, 360° view of “X” will take on new meaning due to “data blind
spots” of trad’l MDM; enterprises will realize need to reconcile social
identity with corporate/household identity to provide authoritative master
data to drive e-marketing & commerce within social networks
 Thru 2021-22, next-gen MDM will address “sphere of influence” to
incorporate both extended & non-obvious relationships to grow share of
wallet from individual to exo-ego network as disruptive sales strategy (vs.
ego-centric marketing); “system of engagement” will begin to surpass
“system of record” for most industries and use cases
 By 2022, mobile location-based services enhanced with location-specific
customer info will raise ante for e-commerce within & outside major social
networks
Data-related processes must align with real world intricacies – esp. complex
relationships/hierarchies of mobile customers & extended social networks
© 2021 The MDM Institute www.the-MDM-Institute.com

46. Big Data (& In Memory)
Strategic Planning Assumption
 During 2021, performance of all major aspects of base MDM functionality
will benefit from performance-enhancing capabilities of big/in memory
configurations — from batch loading of MDM hubs to R/T identity resolution
to operational updates; managing BI dimensions of “monster marts”
(Hadoop) will revitalize notion of “analytical MDM” use case
 Through 2022, Big Data will continue to repatriate itself into MDM fabric as
yet another source via registry overlays; mining of Big Data to populate
Social MDM & perform entity matching on Big Data stores will help
provision 360° view of entity from public, subscription & enterprise data
 By 2023, very large enterprises (e.g., fin svcs, large government agencies)
will look to real-time MDM flows & scaling of MDM solutions via elasticity of
Cloud-based solutions, in-memory DBs & next-gen ETL/MDM
Big Data innately requires both MDM & Data Governance to be effective &
sustainable; in-memory DB will further escalate ability of Graph DB to
deploy as super layer onto multiple MDMs
© 2021 The MDM Institute www.the-MDM-Institute.com

47. Business Process Hubs
Strategic Planning Assumption
 During 2021, MDM solution providers & BPM solution providers will
moderately collide in market as former acquire or build out BPM-centric
MDM; both camps will be challenged to unify domains as there exist
different business processes for CDI & PIM; again, Graph DB technology will
be seen as the solution to domain cross-walks & rule/data
integration/analytics
 Thru 2021-22, however, BPM-centric MDM will continue to suffer from BPM’s
traditional focus on modeling & not executing MDM rules, as well as BPM-
centric vendors' ineffectiveness in marketing against MDM-centric vendors
 By 2023, all mega MDM & BPM vendors will have overcome this dogmatic
bias as enterprise BPM needs to execute within governance & vice versa be
able to execute MDM workflows within BPM
From the enterprise perspective, a complete MDM solution requires both
Rules & Reference Data to be applied across domains
© 2021 The MDM Institute www.the-MDM-Institute.com