Master Data Management (MDM) represents a technology-enabled discipline that ensures uniformity, accuracy, and accountability of enterprise master data assets, particularly customer information scattered across disparate organizational systems. The implementation of MDM enables organizations to establish a single source of truth for customer data, thereby facilitating the creation of comprehensive Customer 360 views that consolidate every available data point and interaction into cohesive, actionable profiles. At the core of successful MDM initiatives lies sophisticated data matching processes that employ deterministic, probabilistic, fuzzy, and AI-driven methodologies to resolve customer identities across multiple data sources. These matching techniques must address numerous challenges, including data inconsistencies, duplicate records, missing information, and the inherent trade-offs between false positives and false negatives. The optimization of matching algorithms requires continuous refinement through iterative testing, validation frameworks, and strategic human oversight by data stewards. Organizations that successfully implement MDM with advanced matching capabilities achieve significant benefits, including enhanced customer experiences, improved operational efficiency, better regulatory compliance, and increased revenue through personalized engagement strategies. The dynamic nature of customer data necessitates that MDM and data matching be treated as ongoing operational commitments rather than one-time projects, requiring sustained investment in data quality, governance frameworks, and technological infrastructure to maintain the integrity and utility of the Customer 360 view over time.
Keywords: Customer 360, customer data integration, data matching, identity resolution, master data management
