MDM Institute Field Reports on Top 15 MDM Solutions

Field Reports
for the “Top 15” MDM Solutions
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

“Top 10” MDM Evaluation Criteria
1. Data model
2. Business services
3. Identity resolution
4. Data governance
5. Architecture
6. Data management
7. Infrastructure
8. Analytics
9. Developer productivity
10.Vendor integrity
Infrastructure fracas will escalate as mega app vendors rush to
dominate business services/processes & data models as high ground
© 2021 The MDM Institute www.The-MDM-Institute.com

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
 Neo4j
 Oracle CDM (CDH,
DRM, UCM)
 Profisee MDM
 Reltio
 Riversand
 Salesforce Customer
360
 SAP MDG
** Persisted customer or product data hubs
 SAS MDM
 Semarchy
 Software AG
 Stibo
 Syncsort SPECTRUM
(fka Pitney Bowes)
 Talend
 Teradata MDM
 TIBCO Ebx
 TigerGraph
 Vin MDM

MDM Academy Award “A” List = “Vendors that Matter”
1. Enterworks/Winshuttle
2. IBM InfoSphere MDM
3. Informatica MDM
4. Microsoft MDS
5. Oracle CDM
6. Profisee MDM
7. Reltio Cloud MDM
8. Riversand
9. SAP MDG
10. Semarchy
11. Stibo
12. Syncsort Spectrum
(fka Pitney Bowes)
13. TIBCO EBX

MDM Academy Award “B” List = “Also Ran...”
1. Ataccama ONE
2. Civica (fka VisionWare)
3. Contentserv
4. Dell Boomi MDM
5. Information Builders
Omni-Gen
6. Innovative Systems Inc.
7. Magnitude Kalido MDM
8. Oracle DRM
9. Software AG OneData
10. Talend MDM
11. Teradata MDM
12. Viamedici

Field Report: Ataccama ONE Master Data Ctr V12.4 (June 2019)
 Strengths
 Multi-domain MDM incl RDM & full DQ
 Consolidation, coexistence, centralized & mixed
MDM styles
 Strong data stewardship UI– x validations, issue
mgmt & side-by-side record comparison & changes preview
(sandboxing)
 Robust, scalable w/ Big Data connectivity
 Real-time, streaming & batch ready
 Strong matching & GDPR/CCPA-ready identity
mgmt
 Fully configurable w/ fast TTV w/ flexible
deployment options– incl AWS Cloud, Azure & SaaS
 •Native platform Single Sign On (SSO)
 Caveats
 Nascent PIM capability
 Nascent BPM integration
 Limited BI reporting
capability
© 2021 The MDM Institute www.the-MDM-Institute.com
1 – Resellers: Infor, Information Builders ... B2C customer (95
licenses), B2B customer (51) and location/site (39)
2 – Implementation partners: Accenture, Adastra, APGAR
France, Capgemini, Cenisis, Cognizant, Deloitte, Emisha
(APAC), Infosys (global), RXP (Australia), Trace3 (US),
Slalom (global), TCS, …
3 – MDM-focused customers: American Airlines, Argo,
Auchan, Avast (NL), Aviva, BCBSA, BMO, Canadian Tire
(CA), City of Winnipeg (CA), Daiichi-Sankyo (US), Darden
(US), Edwards Lifesciences (US), Finnair, First Data, GE
Capital, Getinge AB, GSK, HCA, Helaba Landesbank (DE),
Husky (CA), Industrial Alliance Financial Group (CA),
Kaspibank, KBC Group (CSOB Leasing), Lufthansa AirPlus,
Markel International (UK), Neon, NKBM, Novozymes,
Otsuka (US), Raiffeisen Bank, RNLI (UK), RSA (UK), SAG-
AFTRA, SOCAN (CA), Societe Generale, Swisscom,
Telefonica, ZapLabs, ...

Field Report: Dell Boomi MDM (October 2017)
 Caveats
 Early market for Cloud MDM
 Nascent RDM
 Lite PIM
 Nascent collaborative
authoring
 Limited BPM strategy
 Limited references –
Crossmark, Genesys,
Moderna Therapeutics, PCL
Construction, …
 Strengths
 Significant support for next-gen MDM incl– multi-
domain, R/T synch, bi-directional data flow & data
enrichment (not just validation)
 Integration of 3 key technologies: MDM, Data
Integration & API Mgmt– tightly coupled =
consistent UX, ease of use & reduced training time
 Control console driven by integrated analytics
 Crowd-sourced/collaborative domain modeling
providing cognitive Data Governance (extensible,
modular, embeddable)
 Choice of pre-packaged, branded DQS from Boomi &
SDK for public or private DQS
 100% cloud-based solution bridges data silos
between on-premise & cloud apps
1 – Dell Boomi AtomSphere Integration
Platform as a Service (iPaaS), Dell Boomi
MDM & Data Quality Services (DQS)

Field Report: Enterworks Enable v10 (1Q2019)
 Caveats
 Acquisition by WinShuttle
provides synergy but
meanwhile usual M&A pains
 Current focus in NA –
several multi-national
customers, esp. Europe
 Nascent customer data
matching for
customer/party (OEMed)
 Traditionally under invested
in marketing – but no longer
an issue
 Minimal partner ecosystem
 Strengths
 XML based MDM architecture – enables complex
& custom data models without development
 Strong TTV & low TCO
 Deep B2B2C PIM functionality + Ref Data –
comprehensive & well integrated (product,
supplier, location, DAM, workflow, print
publishing) ... PARTY/vendor data initiative
driven by Digital Foodie
 Robust workflow / business process mgmt
engine – dashboard interface delivers greater
visibility & control
 Highly scalable architecture – 10M+ entities …
cloud or on-premise
 Quality of PIM references1
 Financial stability
1 – Bbraun; Digital Foodie (EU & US); Essendant; Fender Musical
Instruments; HNI Corporation; Mary Kay; Mercer; Owens &
Minor; Publishers Clearinghouse; Restoration Hardware;
Thomson Reuters; United Stationers; US Foodservice

Field Report: IBM InfoSphere MDM v11.6.0.10 (2H2019)
 Caveats
 Industry/use case-specific
solutions just emerging
(outside of traditional strengths
of Healthcare/Fin Svcs)
 Perceptions – large technical
footprint & complex
 Strengths
 Integration of 4 best-of-breed platforms1
 Strong offerings in Big Data Governance & RDM
 ML-assisted Data Stewardship
 Move to in-place upgrades/”continuous delivery”
 Strong near R/T processing w/ business svcs, MDM
App Toolkit & BPM Express
 Real-time probabilistic search/match accuracy,
scalability & performance– e.g., Big Match
 Very strong in Fin Svcs, Public Sector, Healthcare &
Retail … w/ industry-specific R&D
 Now building “modernized MDM” as Cloud-native
implementation (4Q2019)– e.g., containerization (Docker) &
orchestration (Kubernetes & Red Hat OpenShift) w/ ability to move
btw Public & Private Cloud deployment ... can migrate from classic
MDM to Cloud using IBM Publisher & Operational Cache ... Persona-
based UX ... persistence via Graph & NoSQL
1 – MDM Server family nomenclature
^ MDM Express 1.0 = GA March 2018
^ Collaborative Edition = formerly MDM Server for PIM
^ Standard Edition = Initiate Master Data Service w/ 415+ sites
^ Advanced Edition= Initiate MDS + MDM Server w/ 300+ sites
^ Enterprise Edition = Collaboration Server +
Initiate MDS + MDM Server
^ pMDM = physical MDM, formerly the MDM Server
^ vMDM = virtual MDM = registry style/architecture
2 – v11.4 (4Q2014) reduced cost licensing; simplified RDM
licensing; Big Match standalone; Product & Customer 360 with
Watson Explorer; free text search with Watson Explorer
3 – v11.5 = IBM Stewardship Center support for hierarchies &
ACCOUNT domain; Product 360 integration
4 – InfoSphere MDM on Cloud = single part # incl h/w & s/w;
simplified per instance license (no RVU or record counts),
multi-domain entitlement ... CastIron MDM Connector for
hybrid integration (Cloud, on-premise)

Field Report: Informatica MDM 10.3 (Sept 2018) (10.5 2Q2021)
 Strengths
 Modular end-to-end MDM – from platform to apps
 Pre-built, configurable MDM-based apps1
 Higher performance & scalability (as of 9.5)
 Auto-generated business entity-based restful svcs
 Multiple deployment – on-premise, cloud, hybrid …
plus Cloud MDM2
 Multiple implementation architectures/use cases
– e.g., registry/transactional/coexistence; operational & analytical
 4th gen features: integrated BPM (Active Endpoints),
packaged data integration, data quality, data-as-a-
service, identity resolution (IIR), metadata
 Relate 360 (formerly Big Data Relationship Management),
native on Hadoop with graph database support =
substantial core MDM investment
 Caveats
 Nascent DG3
& RDM strategies ...
multiple DG product streams,
minimal integration
 IDP strategy still emerging –Intelligent
Data Platform for Enterprise Cloud Data Mgmt
w/ unified meta data & AI (CLAIRE Engine,
formerly VIBE)
1 – x360 = data-fueled app; common built-in BPM, common built-in DQ,
common meta data, common search ... Customer 360; Supplier 360;
Product 360); with industry-specific vertical apps delivered through
partners, including ZS Associates for life sciences, Wipro for
manufacturing
2 – DataScout rebadged as “Cloud MDM” & then “Customer 360 for
Saleforce”
3 – Acquisition of Diaku AXON for DG = 4Q2017 integration; Informatica
Data Director (IDD) is data steward console app for entity lifecycle
management … *major* makeover in v10
4 – Momentum 700+ sites for Customer domain = Amazon, BBVA, China
Southern Grid, Celgene, Chubb, Coca Cola, ConocoPhilips, Disney,
Fannie Mae, FDA, Ford, Galderma, GE, Houghton Mifflin Harcourt, HP,
Hyatt, JJL, Kroger, LPL, MasterCard, McAfee, Metlife, QBE, Tesla,
Westfield, Wyndham, Sutter Health, Williams-Sonoma … in total 1,400+
MDM clients

Field Report: Informatica AllSight 2019-2 (Sept 2019)
 Strengths
 Strong CDI/customer-centric MDM heritage
– DWL, IBM, Initiate Systems, InfoTrellis
 Aggregates complete customer context &
infers new intelligent customer attributes
 All customer data + big & unstructured data
via streaming, real-time & batch
 Business-proven next-gen MDM subsystems
– Hadoop & Spark w/ machine learning, graph &
columnar data stores plus natural language processing
 MDM + BI/Analytics + BPM + graph-
enabled UX apps for business end-users
 Saas/Cloud or on-premise, registry quick
TTV
 Caveats
 Nascent market
presence1
 Mixed message about
augment vs. replace
existing MDM or C360
 RDM capability available
as a separate module
1 – Customers: Dell, Espresso Capital, Farmers
Insurance, Toyota

Field Report: Information Builders Omni-Gen v3.1 (October 2017)
 Caveats
 PIM evolving via canonical models in
Omni-Gen for Supplier (& Customer)
(4Q2017)
 Nascent DG vision & roadmap
 Nascent reference data strategy
 No discrete BPM strategy
 SI channel ramping up
 Strengths
 Multi-domain MDM plus unified data
integration/quality1
+ Omni-HealthData
(Provider & Payer editions)
 Exploits synergies between BI, DQ & MDM
 Real-time data integration – including process-
level integration with Oracle & SAP
 Competitive price point & fast TTV
 New name customer momentum2 from
 MDM as integral component of go-to-market BI
strategy
 OMNI industry apps in Healthcare– Omni-HealthData
Provider edition (includes data management + BI for
hospitals and health networks) + Omni-HealthData
Payer edition (includes DM + BI for health insurance
companies)
1 – Omni-Gen platform has superseded all of the prior suites via 3 editions: The
Data Integration Edition; the Data Quality Edition, which includes all of Data
Integration Edition technology & adds data quality capabilities and the
Remediation Portal, Omni Data Quality Workbench, & Omni-Data Quality
Monitor; & MDM Edition, which includes all of DQ Edition technology + adds
MDM, & 360° Viewer. iWay Big Data Integrator is optional component for
users of Omni-Gen
2 – Bank United, BCBS of TN, BNY Mellon, City of Brampton, City of Charlotte,
City of Winnipeg, Clicks, CNWL NHS, Floyds Medical Center, Gore Mutual,
Henry Ford Health Systems, Ministry of Transportation (Ontario), Mt. Sinai
Hospital, MSP, NextGear Capital, NFI Industries, Noridian Mutual Insurance,
RainTree Oncology Services, SABRE Marketing, SiteOne Landscaping, State of
LA Department of Children & Family Services, State of LA Health and
Hospitals, St. Luke’s University Health Network, Vree Health …

Field Report: Innovative Systems Inc. Synchronos (1Q2018)
 Caveats
 Relatively new entrant in MDM;
long-established player in DQ &
CDI
 Strongest on customer/party;
nascent on product
 No separate RDM tool; instead,
integrated with MDM offering
 Offers DG consulting vs. a DG
tool
 Strengths
 Multi-domain MDM for operational or decision
support; Cloud, on-premise & hybrid
 Easy to use & maintain
 Minimal cost, resources & risk through:
 Option to start with “Instant 360° View” of 100% of data at
99.5%+ accuracy in 30 days for immediate business use,
then transition to full MDM when ready
 Cognitive approach– more accurate & faster than typical
cleansing & probabilistic/deterministic matching
 Guaranteed fixed-time/fixed-cost implementations– including
system integration and 99.5%+ accuracy across full data set
 50+ years DM expertise w/Global 20002
 Highly scalable; hierarchy management; workflow
management
1 – Synchronos Enterprise Platform v5.0.1.0
2 – Strong presence in Global 2000 companies, including Allied Irish
Bank, Ally, Bank Central Asia, Bank of Ireland, Bank of Montreal,
B-Connect, Charles Schwab, Comerica, Eir, Hallmark, Kemper,
L.L. Bean, National General, Prudential, Safe Auto, Scotiabank,
Círculo de Crédito, First Citizens Bank, Mutual of Omaha …

Field Report: Magnitude Kalido MDM v10 (Spring 2018)
 Caveats
 Evolving strategy impact from Agility
PIM acquisition
 Harmonization (match/merge)
recently upgraded in V10
 Cloud hosting available ... more
prevalent in Agility PIM
 Lack of awareness for operational
use cases vs. kudos for analytical
MDM/RDM
 Employee flux post-M&A now over
1 – Customer, product, financial, supplier, employee, location, KPI, etc. –
i.e., CDI/party + PIM/supply- & buy-side + RDM
2 – Momentum in CPG, financial services, insurance, pharma, as well as
established successes in AB InBev, Abbvie, Abbot Labs, Adidas, Axa,
British American Tobacco, BP, Comcast, Daymon Worldwide, Easai,
Electronic Arets, Erico, ESPN, FHL Bank, Friends Life, Genworth, Great
American, GMO, GSK, HBOS, HSBC, Hydro Quebec, Imperial Tobacco,
Intelsat, JNJ, Lilly, MTV, QBE, P&G, Pentair, Post Office Ltd, Royal Mail,
Scottish Power, Shell, T. Rowe Price, US Bank, Unilever, Virgin Media,
VISA Europe, XL Catlin, …
 Strengths
 Time-to-value/ROI – ranging from simple to complex
relationship mgmt
 Multi-domain approach, complex relationship mgmt via
flexible model-driven approach1
 Broad use case support – incl RDM, hierarchy mgmt,
centralized authoring/harmonization
 Dedicated MDM consumer UI incl Excel-based
stewardship & graph browsing
 Visual business modeler w/ process flows & workflow
engine for data governance/stewardship
 Model-driven user-specific customized interfaces w/no
coding (incl mobile devices)
 Enterprise scalable across multiple domains
 MDM complementary to Magnitude strategy w/
connectivity & analytics + acquisition of Agility PIM

Field Report: Microsoft SQL Server 2016 MDS*
 Caveats
 RDM capabilities shelved
 Lacks high performance
identity resolution
 Not enterprise scalable
 Copious coding required for
integration & extensibility
even within MSFT stack
 Cloud plans incl integration w/
Azure Data Catalog (register,
share & discover across an
enterprise) + DG for E2E
lifecycle mgmt & data lineage
* Master Data Services (MDS)
** Formerly Stratature +EDM (Enterprise Dimension Mgmt)
 Strengths
 Customer, product, financial, supplier, employee,
KPI, etc. – ships with extensible
models incl Customer, Product, Employee
 Hierarchy management incl m:m
 Tight integration w/ SQL Server Integration Svcs –
for ingesting data & DQS for cleansing & matching
 Excel integration – w/ easy modeling & entity mgmt
 Data Governance – entity level ability to manage
Business Rules via email, custom action or
workflows
 Operational MDM via Entity Sync
 Integration w/ SharePoint, MS Office &
MS Dynamics CRM & ERP
 PSFT, SAP BW, R/3 hierarchy import
 Surface-level low TCO / SQL Server 2016 bundling

Field Report: Neo Technology Neo4j v3.4 (May 2018)
 Caveats
 Lacks pre-built tooling & UI = best
for custom solutions
 DIY technology (excellent) for
building DG platform – incl data
lineage, reference data & versioning
 Noisy/confusing market due to
multiple technologies4
being used to
offer graph capability = due
diligence required to pick best fit for
your use case
 Strengths
 Native Graph DB for DIY MDM =
complementary to classic MDM hubs (CDI, PIM,
RDM, operational, analytical)
 Handles complex relationships & related
analytics
 As data models evolve, easier to expand
dynamically vs. RDBMS
 No need to consolidate data into single hub ...
simply put metadata into graph
 Scalable performance for graph analytics
 Data lineage graph maintained simultaneously
w/ master data graph
 SaaS-based tiered pricing model
 Deep engineering staff & market experience1,
2 & 3
1 – Product developed in London & Sweden since 2000 = reliable
R&D staff ... Only added marketing & sales in 2011
2 – Sufficient cash burn rate = Raised USD$80M to date w/ $35M in
bank; expected to be profitable in FY2018
3 – 20+ MDM use case sites = Adidas, AMD, eBay, Cisco, Pitney
Bowes, RBC, Scripps Networks, UBS, UofWA …
4 – DataStax, FlockDB, Franz, IBM, Microsoft Trinity, MongoDB,
Objectivity, Oracle Graph, OrientDB, StarDog,Teradata Aster ...

Field Report: Oracle Customer Data Hub (CDH) v12.2 (2013)
 Caveats
 Minimal high-end references
 Fair-to-meek customer recognition
capability
 Best fit is B2B & mid-market
 Lack of industry-specific data
models
 Strengths
 Multi-entity platform1
 Trading Community Architecture
 Mid-market references2
 High-tech manufacturing expertise
 Global ID generation, mgmt & x-ref
 Integrated DQ & Analytics
 Global reach3
1 - Parties, Products (PIM Hub), Locations (Site Hub)
2 – 400+ sites = Agrokor, Church Pension Group, Etat de
Geneve, GGB, Hanjin Shipping, Kangwon Land, LG
Telecom, Network Appliance, Rand Merchant Bank,
Symantec,, …
3 - Security blanket for government, high tech, &
manufacturing industries

Field Report: Oracle Customer Data Mgmt Cloud1 r13 (June 2017)
 Strengths
 Cloud-only, subscription-based SaaS platform ... but
can be run on premise via Oracle’s Cloud Machine
 Consolidation hub for “best record” creation/mgmt
w/ registry cross-app key linkages/hierarchy mgmt
 Key capability sold w/ Sales Cloud incl pre-built
integration to Oracle Service Cloud, Marketing
Cloud, OSN & Commerce Cloud via Oracle ICS
 Exportable Hierarchies & Household Mgmt, improved
PII Security, Xref, new RESTful APIs, batch
DeDupe/Cleanse, address cleansing, KeyGen
capability
 Data as a Service (DaaS) provides comprehensive
3rd party data inventory incl millions of companies,
contacts & social media profiles (Oracle Social
Network)
 Caveats
 Immature product (e.g. DQ config
& no SDH) ... slow improvements
 Still limited inbuilt DQ / match
controls ... promised full Oracle
EDQ integration not yet available
 $10/1K recs/month &
$20/user/month based on total
estimated volume of unique
person, organization & address
records
 Includes one user of Applications
Extensibility Framework for every
20 users + one full-size test
environment
1 – Somewhat related to former CDH for Fusion, but yet a further subset
2 – Oracle states 200+ customers ... We are aware of Church Pension Group,
Kenya Airways, Lindt, Michelin Europe, Montage Hotels

Field Report: Oracle Hyperion DRM 1,2 11.1.2.4.340 (Apr 2016)
 Strengths
 Integrated MDM, Data Governance & RDM
solution
 Graph-based, in-memory, config-only, model-
driven product architecture
 Operational MDM (Ledger Hub) for
chart of accts, cost centers, legal entities
 Robust business rules engine (BPM)
 Proactive data governance – i.e., change
request/approval workflows, role-based access, granular
security, model-driven w/ expanded Federated DG
(external lookups & commits)
 Deep integration with Oracle ERP/GLs,
Hyperion EPM apps & others
 Strength in both financials & Financial Services
industry
 Mature product, strategic technology3
 Sold by Oracle EPM & MDM sales force
overlays w/ single SKU purchasing model: Oracle DRM
Suite
 Caveats
 Lack of CDI references – multi-
domain solution with strengths
in RDM, chart of accounts
mastering, mappings master,
dimension mgmt & enterprise
hierarchy mgmt
 Minimal marketing of the
solution
 Premium pricing
1 - Formerly Hyperion MDM … Fusion Edition V.11.1.2.1
2 - DRM = data relationship management
3 - Potential to provide hierarchical unification across CDH &
UCM (as well as IBM, SAP, & others); frequent use as
master reference data system

Field Report: Oracle Customer Hub (OCH - Siebel 8.3 UCM)1
 Caveats
 Active Data Governance strategy
emerging – Oracle Data Governance
Manager = DQ workflows
 Fusion MDM is new, separate platform &
different timeline
 Registry strategy still evolving
 Strengths
 Strong enterprise MDM vision & roadmap
 Enterprise-strength vertical Hub
applications
 OOTB integration w/ both Oracle & non-
Oracle apps
 Momentum & expertise in Telco & Retail
Banking
 High-end production sites2
 Integrated DQ & identity resolution (EDQ
formerly Datanomics) & analytics
 Strong SI channel
1 - Formerly Siebel Universal Customer Master 8.3 a.k.a.
“UCM”
2 – 475+ sites = Areva T&D, Bank of Riyad, CSFB, Home
Depot, Ikea, KPN, Liverpool, Nokia, Ontario MOT, NY Post,
PNC, Qwest, Royal Caribbean Cruise Lines, Saudi Telecom,
Sberbank, Toyota Financial Services, Westpac, Zebra
Technologies, …

Field Report: Profisee MDM 2019 R1 (v7.1) (Aug 2019)
 Caveats
 Modest partnership ecosystem
 Perceived MSFT dependency
 Growing enterprise scalable
references
 Analytical MDM = Domino’s Pizza
750M
 Operational MDM = E&Y global
vendor & supplier onboarding
/staging for SAP; ITT –
harmonization of SAP & other ERPs
1. Removed previous Microsoft MDS dependency
2. Original team that built & sold Stratature +EDM
(Enterprise Dimension Management) which became basis
for MSFT Master Data Services (MDS)
3. Momentum = Aaron’s Rents, AMBU, Ameriprise Financial
Services, Anheuser Busch, Australia Post, Caesars
Entertainment, Co-op Financial, Freeman, ITT, GSO
Capital Partners, Harbor Health, Iberia Bank, JR Simplot, L-
3 Communications, MacMillan Cancer Support, NASDAQ,
Oasis Petroleum, Rank Organisation, RBS, Rockwell
Automation, Software One, Red Robin, St. Luke’s Health,
UnderArmour, Volvo Group, …
 Strengths
 Full function MDM hub built on MSFT stack2 1, 2
 Cloud deployable (Azure, AWS, et al) in PaaS mode
 Customers strongly multi-domain incl Customer, Product,
Location, Reference, etc.
 Strong focus on “Fast, Affordable, Scalable” incl
significant investment in self-study/online education
 Essentials edition = low-priced off-ramp for MDS
customers & entry point for MDM newcomers
 Transparent pricing – unlimited domains/users/cores + SaaS
 Strong “Single View” golden record management
 Built-in workflow, reporting, analytics & data governance
 Configurable web UI for data stewards & business users
 “Integrator” – enables real-time, bi-directional
integration, w/ identity resolution

Field Report: Reltio 2019.3 (4Q2019)
 Caveats
 Cloud only (public or private)
… on premise not supported
 Data-driven applications are
offered by partners in media
& entertainment, healthcare &
life sciences, high tech, oil &
gas, retail & distribution
 Strengths
 Full, native & flexible Cloud architecture & performance1 w/
global deployments w/ millions of R/T API accesses/day
 Big Data scale w/ multi-model columnar, graph & polyglot
storage DB storage for master, relationship & interaction data
 Agility to add new data sources & attributes quickly
 CCPA/GDPR & multi-industry compliance built-in w/ field-level
revision/audit history, remediation workflow
 DaaS built-in for 3rd party data & for inter-enterprise sharing
 Full PaaS to develop consumer grade applications w/ mobile UI
for business users
 ML & Advanced Analytics integrated via Apache Spark– w/
connectivity to analytics such as AMZN RedShift, Google Big Query, Snowflake
 ML-based external matching for better DQ + ML-based
ranking, rating & segmentation
 Collaborative curation & workflow for DG
1 – Multi-domain, multi-tenant, multi-cloud (AWS &
GCP) for zero migration upgrades 3x/year
2 – Strong data & SI partner ecosystem
3 – Customers: AbbVie, AstraZeneca, ClubCorp, HP
Inc., Equinor, Fairview Health, MGM Resorts,
PennyMac, Portola Pharmaceuticals, Subway,
Unity,...
4 – Built-in RDM at no additional cost
5 -- Founders were original Siperian/Informatica
MDM team

Field Report: Riversand MDMCenter v8 (Summer 2019)1
 Caveats
 Operational MDM for
‘customer/party’ in progress
 Current focus on NA & EMEA
 Strengths
 Cloud-native platform with core apps for PIM, MDM,
etc. w/ built-in DQ, DG & DAM
 NoSQL data modeling capability supporting multi-
entity MDM focus – product, supplier, material,
location, …
 Modular, highly-integrated solution = better process
orchestration + ability to blend MDM w/ analytics
 Deep PIM functionality– well-integrated, search, digital
asset mgmt, workflow, print publishing
 Deterministic & probabilistic matching + next-gen
ML matching engine
 Retail, CPG, Energy & Mfg expertise
 Quantity of PIM references2
1 – PIM, Vendor Portal, MDM, DAM, Connect apps
2 – RETAIL: Bloomin’ Brands, Bluestem Brands, Guitar Ctr,
JTV, VF Corp; MFG: Beiersdorf; Ingersoll-Rand, Saint-
Gobain, SC Johnson, Siemens; DISTRIBUTION:
ScanSource, Schneider Electric; ENERGY: Chevron,
ConocoPhillips, Spectra Energy; PHARMA: GHX; HIGH
TECH: Brightstar, FireEye, Sony
3 – Apps marketed include: Product Experience 360 (PX
360) & Customer Experience 360 (CX 360)

Field Report: Salesforce Customer 360 (Spring 2019)1
 Caveats
 Nascent operational MDM for
‘customer/party’ ... Initial focus on
B2C not B2B
 Claimed to “not be a new product”
but ...
 Rudimentary fuzzy logic & exact
matching rules
 Lacks graph approach to UI for
other key C360 relationships
 Lacks rudimentary governance
processes for GDPR2
, CCPA3
or
governance councils/committees,
etc.
 Strengths
 Cloud-native platform inherent in all SFDC apps ...
Based on common data model (Standard & Custom Objects)
 Point & Click UI/UX for simplistic data cleansing,
matching & linking customer IDs across SFDC apps –
sales, service, marketing & commerce
 Appears to be “virtual MDM” a.k.a., registry/super-
index across silo’ed data
 C360 IDs generated as “profiles” along with “unique”
attributes
 Pre-built pkgs provide consistent UX across touchpoints
 “Anypoint” integration with ERP, HR & “other” non-
SFDC data via MuleSoft (acquired May 2018)
1 – Announced Sept 2018
2 – EU‘s General Data Protection Regulation
3 – The California Consumer Privacy Act of 2018

Field Report: SAP NetWeaver MDM v7.1 (no longer marketed)
 Caveats
 Operational MDM for ‘customer/party’
not field proven
 Did not support “full data” model until
7.13 &
not limited number of MDG-C sites
 No longer “strategic” platform
 Strengths
 Analytical MDM reporting for
customer/party
 Operational MDM for supplier
& product
 Quantity of MDM references1
 Supply chain expertise
 Multi-entity MDM focus2
& consistent
product strategy
 Integration with BOBJ
data quality & integration (ETL)
 SAP underpinnings for sys mgmt 1 – CDI-related = Adidas, Intel, Nortel, Whirlpool, … 1,600+ sites for PIM
2 - Including full PIM capability & support for material, vendor, etc.
3 –Very conservative ramp up; previously lacking due to party model
limitations ; 2,500 total licenses w/ *only* 60% active

Field Report: SAP Master Data Governance (MDG) v9.1
 Caveats
 Nascent B2C customer references
 More work needed on hierarchy
mgmt still
 Nascent big data & analytics
support for social CRM data ..
Hybris provides matching of Social
data w./ MDG ... Also SAP Data
Hub has specific use case for this
 Strengths
 Long term strategy is HANA-based services
for MDM, DQ, DG, etc.
 Flagship MDM Hub to replace SAP NW MDM
 Predefined & extensible data model
 Proven high-end performance via HANA
 Prebuilt & flexible workflows
 Multi-mode data replication
 Contextualized HANA-based analytics
 Integration with HANA & BOBJ DQ/validation
assets (cleansing, matching, & consolidation)
1 –SAP MDG-F (finance), MDM-M (materials), MDG-S (suppliers),
MDG-C (customers), MDG-EAM (asset mgmt), Fashion & Retail
2 – v8 s4 address analytical hierarchies using graph DB
technology (v9 also summer 2017)
3 – v10 due 2H2017
4 – Gigya is now SAP Customer Data Cloud, part of the SAP
C/4HANA Suite of CX solutions. SAP Customer Data Cloud
provides foundation for building trusted customer relationship
(Sept 2017) a.k.a. customer data platform (CDO)
5 – Partners ITEGO (reference data mgt) & Utopia (EAM, Fashion
& Retail) apps

Field Report: SAS MDM 4.3 (Summer 2017)
 Caveats
 Modest support & references
for PRODUCT master data
 Relatively small # of
customers adding product
master to customer master
 Lack of SI channels
 Strengths
 Graduated approach to MDM – DQ->DG->MDM
 Quick time-to-value – no
per-record or per-domain charges
 Integrated DQ (incl entity resolution) + quality
knowledge DBs + SAS Visual Analytics & Reporting
+ shared metadata with other SAS analytics
 Flexible data model – domain-neutral & multi-
entity-based
 Commitment to active Data Governance, lineage,
remediation & business glossary
 SAS “deep pockets”, common data & workflow
mgmt, channel & stability
 Midmarket CDI references1
1 – 90+ sites = Accident Compensation Corp., Actelion
BSN Medical, Carl Zeiss, Cosmopolitan Casino, CPP,
Dignity Health, Edwards Life Sciences, Feu Vert,
Highmark, Hyundai Capital, Invacare, Macy’s, MGM,
Northern Virginia Electric Coop, Pep Boys, Salix,
Umstead Hotel & Spa, West Midlands Police, …
2 – Renewed SAS corporate emphasis on SAS Information
Governance in 2020-21

Field Report: Semarchy xDM v5 (March 2019)
 Caveats
 Newer entrant in global MDM
market (founded 2011)
 Misperception as *not* mission-
critical/operational/consolidation
capable
 Growing # of w/w references1
with 75+ customers
 Still growing SI channel – initially
Accenture & Deloitte ... Now
Mastech InfoTrellis, Keyrus, Fresh
Gravity, Slalom
1 – AAIS, Acxiom, AG2R La Mondiale, April, BAE Systems, Billabong,
Bose, Chipotle, CMA-CGM, COMAP, Digital Realty, DS Smith, El
Corte Ingles, Edenred, Elsevier, FamilyLife, Feu Vert, Fortum,
GranVision, GrDF, Group BCPE, Groupe Beaumanoir, IMA, La
Redoute, Merck, Mundipharma, Oakley, Oxford University Press,
PIMCO, RES, Somfy, Thames Valley Housing, Timac Agro, Total,
Volkswagen, WWE, Yves Rocher, Zodiac Aerospace
 Strengths
 Automated, semantic modelling flexibility via
graph “whiteboarding”
 Strong multi-domain, multi-style support
 Integrated platform providing all critical MDM
functionality – incl classical MDM functionality typically
found only in mega-vendor hubs
 Architectural flexibility via AI-enabled
microservices – e.g., AMZN, GOOG APIs
 Enterprise scalability – On-premise, Cloud & Hybrid
 Hyper-productivity features for Data Stewards
 Google-inspired (Material Design) user interfaces,
UX, design & vision
 Integrated collaborative Data Governance
 Fast-start "Proof-of-Value" for business sponsors

Field Report: Software AG webMethods OneData v10.1 (2017)
 Caveats
 Lack of market awareness of MDM
acquisition
 SI channel ramping up
 Under invested in marketing
 Modest number of CDI references 3
 Strengths
 Fully integrated multi-domain (incl RDM)1
 Multiple architectural styles & use cases in one
instance2
 Agile data modelling, dynamic domain linkage
 Sophisticated, governed hierarchy mgmt
 Full lifecycle with DG framework
 Internal DQ engine — incl address verification/
geocoding
 Enriched UI/multi-language screens
 Application-wide, fuzzy search
 Integration of Software AG’s BPM strengths to MDM
 BigData/Hadoop connectivity
 Full, hybrid integration capabilities
1 – Enterprise data model covering all domains, or a
portion, generates the framework of the MDM solution
which can be extended or configured
2 – Supports all architectural styles except Registry;
supports operational MDM & analytical MDM use cases
3 – Ahlstrom, Chevron, DHL, Elis, Edeka, Givaudan,
Greyhound, GSK, GSK, Lego, Outerwall, Santa Clara
County, Walgreens...

Field Report: Stibo Systems STEP Trailblazer 9.2 (August 2019)
 Caveats
 Nascent ‘customer/party’ but
continued/dedicated R&D
 Pro-active (overarching) Data
Governance missing
 Beginning RDM strategy
 Ramping up Government &
Utilities verticals
 Cloud strategy evolving ... private
cloud currently (AMZN web services,
etc.)
 Strengths
 Deep functionality for MDM – comprehensive, well
integrated (product, supplier, party/customer, location, digital assets)
 Scalability – In-memory for high perf rollout in
complex, high volume situation
 Golden Record for PRODUCT
 Strong progress developing customer MDM
functionality (e.g., seamless integration to D&B for data enrichment,
Experian for DQ, Tableau and Qlik BI tools, Salesforce Data Quality app, etc.)
 Qty of PIM references1
& momentum2
+ multi-domain
references momentum3
 Mfg, CPG, Distribution, Retail, Automotive expertise +
vertical add-ons
 Multi-entity MDM focus & consistent product strategy
 Deep pockets/financial stability
 Global sales & support + strong partner network – 50+
incl ACN, Capgemini, CGI, Cognizant, Deloitte, IBM, Infosys, TCS
1 – Advance Auto Parts, Army & Air Force Exchange Service, Auchan,
BlueLinx, Bol.com, Brady, Brammer, Brütsch/Rüegger Tools, Carrefour,
Colruyt, Competec Group, Cooper Lighting, Dansk Supermarked, Delta
Faucet, Denios, Figleaves, Flyeralarm, Fujitsu, Globus, Goodman
Manufacturing, Grainger, Hach, Harbor Freight, Howden Joinery,
Hubbell, IDEA, Kelloggs, Kraft Heinz, Kramp Group, Lapeyre, Mitchells
Butlers, Modyf, Netshoes, Office Depot, Officeworks, Peak Performance,
Rituals, Scholastic, Screwfix, Siemens, Standard Solutions Group,
Vistaprint
2 – EU (Auchan, Carrefour, Dansk Supermarked, Globus,Standard Solutions
Group), NA (Army & Air Force Exchange Service, IDEA, Goodman
Manufacturing, Vistaprint), APAC (MasterCard, Staples) ...
3 –Les Schwab Tires, McCormick, Rituals, SGMW (China), …

Field Report: Syncsort Spectrum MDM v11 (Oct 2017)
 Strengths
 Single unified framework for E2E customer data mgmt
& analytical solutions + Cloud/SaaS offering
 Natural language search/UI for customer data
 Customer data visualization & dynamic exploration - w/
built-in social network analytics to measure influence
 Intuitive graph-oriented modeling for complex,
connected data (vs. normalization & simple hierarchies) incl
“virtual hub” federated graph against RDBMS, NoSQL & Big Data
 Multi-domain support via semantic modeling & OO layer
 Integrated metadata layer – for physical/logical/ semantic
modeling, profiling, lineage & impact analysis
 Integrated data integration, data quality, data
federation, governance & analytics
 Growing partner network – Alpine, Capgemini, EY, ICC, iKnow
Solutions, Ironside, RCG, ...
 Caveats
 Acquisition of Pitney Bowes
Spectrum division = usual M&A
pains
 Relatively new entrant in MDM
space; one of market share leaders
in DQ
 Nascent DG capabilities
 By design multi-domain support
does not include deep PIM (NPI,
PLM) or RDM focus
1 – Large data volumes, 3rd-party reference data, social network
data, unstructured data; high performance queries on
complex, connected data
2 – Recent Pitney Bowes rebranding with focus on Digital
Commerce Solutions increasing awareness in technology
markets
3 - Single Customer View & Financial Crimes solutions built on
Spectrum MDM
© 2021 The MDM Institute www.The-MDMInstitute.com

Field Report: Talend Enterprise MDM v6.4 (2H2017)
 Caveats
 Requires “JAVA jockey” for
tuning & integration/extensions
 Nascent software-as-a-service
MDM capability (iPaaS)
 No MDM as full “Managed
Service” yet
 Strengths
 XML-based MDM w/ non-intrusive SOA
 Multi-entity MDM support – customers, suppliers,
products, organization, employees, ...
 All standard architectures & uses cases – transactional,
analytical, MDM w/ Big Data, etc.
 Tight integration w/ Talend Data Fabric (DI, ESB, Big
Data, DQ + Talend Integration Cloud)
 Production customers w/ “big data” ETL-MDM alignment
– Accolade, AIG, Johnson Controls, Lincoln Financial Group, Symphony
Health, TrueCar
 Commercial open source expertise & business model for
open source data integration
 V6 - Spark, Rest API, data masking & semantic auto-
discovery in DQ
 Flexible licensing model vs. proprietary MDM
1 – 200+installations w/w … 180 active paying customers
2 – Accolade; Adeo; ADP-GSI; AIG; Aruba Networks; Bill &
Melinda Gates Foundation; BF&M; Brown Forman; BUT;
Carhartt; Chegg; Coca Cola; Compucom; Ellie Mae; Hilton
Grand Vacations; HomeServe; Johnson Controls; Kiva Group;
Lincoln Financial Group; Loyola; Lufthansa Cargo; Orange;
SAQ; Symphony Health; Tata Communications; Travelex;
Travis Perkins; TUI; Univar; Veolia Water, Vinci; Vizio…

Field Report: Teradata MDM 4.0.1 (3Q2017)
 Strengths
 Single code base for multi-domain analytical &
operational MDM & RDM
 Party, product, financial, location & RDM1, 2
 Strong offerings in areas of RDM & hierarchies
bundled with MDM
 Full lifecycle & process flows for multi-entity support
 Consolidated EDW & MDM platform + focus on RDM
for DW
 Integration with Teradata DB, Profiler, Customer
Interaction Mgr, Hadoop et al
 Integration with GBG Loqate, Trillium, SAP BODS,
SAS Data Quality, INFA for address standardization
 In-database matching engine
 Deployments on-premise, Teradata IntelliCloud and
public clouds
 Caveats
 Modest # references3
 Active data governance
strategy evolving
 SI support ramping up
1 – Packaged CDI Solution released with MDM 3.2 in June
2012
2 – Entry level package focused on RDM only (codeset
mapping, excel enablement, hierarchies) available
3 – 3M; Air Canada; Amgen; ANZ Bank; AU Dept of
Agriculture; Fisheries & Forestry; BevMo!; Charter
Spectrum; Cornerstone; Electronic Arts; Hershey’s;
Intel; large Indonesian mobile communications firm;
Lloyds; Meredith; Metcash; MillerCoors; Monsanto;
NAB; NCR; Pepsico; Pratt & Whitney; P&G; Standard
Chartered Bank; Telstra; T-Mobile; Teradata; Verizo;
Vodafone Australia

Field Report: TIBCO MDM1
9.1 (Oct 2017); Cloud 2.1
 Strengths
 Operational & collaborative MDM
 Full lifecycle & process flows for multi-domain
support + reference data
 Multi-hub, multi-application MDM w/ templates for
many domains2
 Active DG via integrated BPM/workflow for
collaborative authoring & orchestration
 Architecture fits well w/ R/T & distributed svcs
nature of SOA + BPM
 Integrated (Trillium) data discovery & DQ
 MDM Analytics for business users (SpotFire)
 Intelligent MDM-integrated search (Netrics)
 MDM part of TIBCO's “Fast Data” platform
 MDM 9.0 features focused on performance & Cloud3
 Caveats
 Big data strategy not “in
market”
 No formal RDM
 Under invested in mktg
 Prof svcs org somewhat
competitive vs. SIs
 Taken private by Vista Equity
for $4.3B … now 6th biggest
S/W vendor
1 – formerly Collaborative Information Mgr (CIM) 8.x
2 – 300+ sites incl 115+ for Customer domain = Alstom, Co-
operative Bulk Handling (CBH), Covance, Essilor, Lafarge,
Lion Nathan, Mahindra & Mahindra, RAC of WA, Rent-a-
Center, Sanofi Pasteur, Vodafone, Yellow Pages Canada, …
3 – (a) Performance throughput via w/ parallel rules execution;
(b) Enhanced matching w/ machine learning component; &
(c) Embedded option for Cloud MDM service

Field Report: TIBCO EBX 5 v5.9 (June 2019)
 Strengths
 Multi-capability – MDM/MDG/RDM in one product
 Multi-RDBMS – SAP HANA (new) + Oracle, PostgreSQL, SQL
Server, Amazon RDS, Azure SQLDB, H2
 Multi-domain OOTB – Automatic sync w/cross-domain links
between party, thing, reference data
 Multiple deployment options – On-prem, Cloud (AMZN, MSFT,
GOOG, ORCL), Hybrid, & Edge computing
 Multiple methods for access, publication & distribution –
Browsers, Mobile (iOS & Android), embeddable UIs w/workflow
(user adoption focus)
 Unlimited std & alt hierarchies, graphs, data lineages, etc.
 Integrated proactive DG – Data models, DQ rules &
dashboards, workflow config, role-based security, business
glossary, regulatory support (GDPR, BCBS, etc)…
 Caveats
 Modest marketing
budget
 Developing presence in
AP & LA
 Growing SI channel
 Growing references for
B2C CDI
 Formerly “Orchestra Networks”
 1 – Momentum = AMF; Aramark; Arcos
Dorados; AXA; Bank of New York Mellon;
Bandai Namco; BNP Paribas; Burger King;
Carlyle Group; Citi; Credit Suisse; Credit
Agricole; Desjardins; Disney; Doctors Without
Borders; Dunkin Brands; Elisa; Essilor; Hertz;
JP Morgan Chase; Lennox; Michelin; National
Bank of Canada; Novartis; Outotec; Panera
Bread; Paramount; PilotFlyingJ; Postnord;
Rabobank; Sabre; Swiss Re; Technip; Toyota;
UbiSoft; United Technologies Corp; Viacom …

Field Report: Vinculum Vin MDM1
 Strengths
 Multi-domain MDM on Cloud – OOTB support for
CUSTOMER, PRODUCT, SUPPLIER & LOCATION
 Multi-tenant architecture – Manufacturing, Retail,
Distribution & Hospitality
 Flexible deployment modes/ architecture –
registry/virtual & consolidation hub, transactional
 Full lifecycle & process flows for multi-domain
support + reference data
 Single UI for ETL, MDM & BI
 Catalog mgmt
 Active data governance via integrated workflow
for distributed collaborative authoring &
orchestration
 Social MDM via integrated social media adapters
– FB, Linked In, Twitter, etc.
 Deterministic & probabilistic matching
 Caveats
 Nascent presence in North
America & EMEA
 Nascent SI channel support
1 – Vinculum (HQ in Singapore) is a venture-funded
Indian company focused on supply chain
solutions in retail, CPG & mfg industry verticals
with some major customers — mainly in Asia-
Pacific
2 – Customers include: Fiat, Jardine Shipping
Services, Metro, Prudential, Ricoh, TESCO …

Field Report: VisionWare MultiVue v5 (Nov 2016)
 Strengths
 Analytical-capable + operational-focused MDM
 Multi-domain – people, property & assets
 Public sector, healthcare & insurance expertise
 Sophisticated, yet well-packaged core MDM functionality
– e.g., DB partitioning, web services, BPM & automation
 Product suite with dedicated modules – Match, Cleanse
& Merge/Verify & Enrich/Steward-focused Governance &
Automation/ Visualize Data Insights/ CRM Plug Ins
 Mid-market pricing & “services lite” approach
 MSFT software stack affinity = Good performance on
mid-stack h/w ... Quick TTV
 MSFT as channel, richly integrated, OOTB MS Dynamics
Adaptor, cloud-enabled & quick delivery & TTV within
MS Azure
 Caveats
 Rebranded as Civica
 UK HQ/presence;
dedicated US sales team,
successful delivery to 29
US customers
 Matching algorithms for
data custodianship
evolving – not automated
self-tuning level yet
 Registry style more than
persisted hub
1 – Product tested up to 50 million records with no
performance issues; additional future testing with
Microsoft Scalability labs
2 – 115+ sites – all Customer domain

Prologue
 Understanding scope, diversity & limitations of current Data
Governance solution offerings is tremendously challenging –
even more so, given fast pace of M&A & complexities of integrating
such diverse software portfolios
 Nonetheless, business & IT leadership chartered with defining
& executing MDM programs need help to understand &
navigate through numerous Data Governance options
 “Go governance, go early” is rallying cry of savvy enterprise &
solution architects chartered with setting scope & direction of
their enterprise’s data integration programs

BOTTOM LINE
 Acknowledge no single MDM vendor “does it all well”
 CDI vs. PIM vs. RDM
 Analytical vs. Operational vs. Collaborative MDM
 B2B vs. B2C vs. B2B2C
 Batch vs. real-time
 Recognize that industry expertise matters
 Test drive identity resolution/matching & consulting expertise
 Reference check based on complexity of use case & scalability
 Insist on Data Governance capabilities contractually with
specific deliverables

How to Leverage the MDM Institute
 Kick start the “MDM evaluation process”
 Attend public workshop
 Bring workshop on-site
 Fine tune in-process MDM strategies
 Due diligence on reference checking & contract details
 Stay ahead of curve via MDM Business Council
 Re-qualify every 6 months via survey
 Receive MDM Alerts & access to Web-hosted research
 Increase your knowledge & negotiating strengths
via MDM Advisory Council Membership
 Participate in quarterly email surveys & receive updated industry scorecard
 Receive monthly MDM consultation via telephone
“Independent, Authoritative, & Relevant”

Authoritative
Relevant
Independent
Aaron Zornes
Founder & Chief Research Officer
www.the-MDM-Institute.com
+1 650.743.2278 @azornes

About the MDM Institute
 Founded in 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, CIOs, data
architects
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strategic planning assumptions
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through major North
American, European, & Asia-Pacific
metro areas
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SUMMIT™ annual conferences in London,
Madrid, NYC, San Francisco, Singapore, Sydney,
Tokyo & Toronto
About Aaron Zornes
 Most quoted industry analyst authority on topics of MDM, RDM & Data Governance
 Founder & Chief Research Officer of the MDM Institute
 Conference chair for MDM & Data Governance Summit global conferences
 Founded & ran META Group’s largest research practice for 14 years
 M.S. in Management Information Systems from University of Arizona

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
• McKesson
• Medtronic
• Microsoft
• Motorola
• National
Australia Bank
• Nationwide
Insurance
• Norwegian
Cruise Lines
• Novartis
• Polycom
• Roche Labs
• Rogers
Communications
• Scholastic
• SunTrust
• Sutter Health
• Visa
• Westpac
• Weyerhaeuser

Product Evaluation Criteria & Field Reports
for the Leading Data Governance Solutions
Aaron Zornes
The MDM Institute
@azornes
+1 650.743.2278

Prologue
 Data governance (DG) is vital to success of MDM projects – both initially
& ongoing
 During 2018-19, Global 5000 enterprises will increasingly mandate that
“no MDM program be funded without the pre-requisite DG framework”
 “Proactive DG” that includes entire master data lifecycle will increasingly
be mandated as a core phase zero or phase one deliverable of most
large-scale MDM projects
 Given substantial investment required for MDM programs, co-
dependence/synergy of DG & MDM must be given close scrutiny – not
only to contain costs, but also to insure success

Data Governance Working Definitions
Data Governance (DG)
Formal orchestration of people,
process & technology to enable an
organization to leverage data as an
enterprise asset across different
lines-of-business and 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

Prologue
 Through 2018-19, major SIs & boutique consultancies will
focus on productizing DG frameworks while MDM software
providers struggle to link governance process with process
hub technologies
 Concurrently, Global 5000 size enterprises will struggle to
evolve enterprise-strength DG both in cost-effective &
practical ways that shift from “passive” to “active” to
“proactive” DG modes
 DG assistance from SIs will remain especially vital to success
of MDM programs during 2018-19 as organizations deal with
a shortage of DG experience, tools & tool expertise

Prologue
 Understanding scope, diversity & limitations of current
Data Governance solution offerings is tremendously
challenging – even more so, given fast pace of M&A &
complexities of integrating such diverse software portfolios
 Nonetheless, business & IT leadership chartered with
defining & executing MDM programs need help to
understand & navigate through numerous Data
Governance options
 “Go governance, go early” is rallying cry of savvy
enterprise & solution architects chartered with setting
scope & direction of their enterprise’s data integration
programs

Master Data Governance Challenges
 Break down functional & organizational stovepipes
 Integrate processes across the enterprise – including
corporate technology, all LOBs, functional areas &
geographic regions
 Engage all levels of management & adjudicate between
centralized vs. decentralized data stewardship
 Evolve key stakeholders from “data ownership” to “data
stewardship”
 Overcome lack of process integration in current “data
governance” offerings
Based on recognition of issues at hand, an improving economy &
increasing regulatory requirements, businesses are now recognizing
opportunity to take more strategic view of data governance

Rosetta Stone of DG Maturity Models
Stage Name
I Anarchy
II Feudalism
III Monarchy
IV Federalism
The MDM Institute
Common inquiry is “How do I get from Level 2 to Level 4 or 5?”
IBM Data Governance Council
DataFlux/SAS Gartner Research
Stage Name
I Initial
II Managed
III Defined
IV Quantitatively Managed
V Optimizing
Stage Name
1 Undisciplined
2 Reactive
3 Proactive
4 Governed
Stage Name
0 Unaware
1 Aware
2 Reactive
3 Proactive
4 Managed
5 Effective

MDM Institute’s Data Governance Maturity Model
 “Anarchy” (basic) – Application-centric approach; meets business needs
only on project-specific basis
 “Feudalism” (foundational) – IT policy-driven standardization
on technology & methods; common usage of tools & procedures across
projects
 “Monarchy” (advanced) – business-driven, rationalized data with data
& metadata actively shared in production across sources
 “Federalism” (distinctive) – SOA (modular components), integrated
view of compliance requirements, formalized organization with defined roles &
responsibilities, clearly defined metrics, iterative learning cycle
Fin Svc providers are leading the way – in spend & discipline;
technology can only achieve so much as organization must be
prepared to continually adapt & treat data as enterprise asset above
project level; data needs to be an asset not a liability.

Data Governance
Strategic Planning Assumption
 Through 2018, 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 2019-20, 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 2020, mega vendor DG solutions will finally move from
“passive-aggressive" mode to “proactive" DG mode
DG *must* evolve from point products (i.e., to address
customer or product DG only) to enterprise data governance
(supporting multiple domains such as customer, product, supplier, location, price, etc.)

MDM Institute Field Reports – Data Governance
 Adaptive
 Agile Solutions AIM Framework
 Alation Data Catalog
 ASG-Intelligent Data Catalog, ASG-
metaGlossary
 Ataccama
 BackOffice Associates Data Stewardship
Platform
 Collibra DGC
 DATUM Information Value Mgmt
 DCR DataVantage
 Denodo Data Catalog
 erwin DG
 Global Data Excellence
 Global IDs Master DG Suite
 Gaine Solutions DG Hub
 IBM IGC & Stewardship Center
 IBI MD Center
 Infogix DG Suite (Data3Sixty)
 Informatica Axon, EDG, EIC, IDD, MM
 Microsoft DG Console & AZURE Catalog
 Oracle DGF, Oracle Data Relationship
Governance
 Orchestra Networks
 Prodago
 SAP MDG
 SAS Data Governance
 Semarchy
 STG Winshuttle SAP Master Data
Governance
 Teradata MDM Studio
 TopQuadrant TopBraid EDG
 Trillium

Master Data Governance
“Top 10” Technical Evaluation Criteria
1. Methodology
2. Data exploration/profiling
3. Data model, policy model
& business glossary mgmt
4. Rules/policy mgmt
5. Decision rights mgmt
6. MDM hub integration
7. Enterprise application
integration
8. Integrated metrics
9. Multi-level, role-based
security
10.E2E data lifecycle support
Understanding scope, diversity & limitations
of currently-marketed MDG offerings is tremendously challenging

MDG = People, Process & Technology
"A fool with a tool is still a fool.“
Grady Booch, one of original authors of Unified Modeling Language (UML) &
IBM Chief Scientist for Software Engineering

Field Reports

Field Report:
Alation Data Catalog 4.x
Strengths
 Metadata catalog focused on
supporting analytics
 Customizable dashboards & alerts
for data stewards & non-technical
business users
 Strong market presence due to in-
direct sales channel – Cloudera,
Hortonworks, MicroStrategy, Tableau,
Teradata, Trifacta ...
Caveats
 Modest customer base after 4
years
 Missing classic DG capabilities,
i.e. Data Profiling, Lineage &
Impact Analystics , Metrics,
decision rights mgmt, ...
 Nascent SI/consultant partner
strategy
1 – Customers: Alberstons, Allegro, BCBS Michigan,
Chegg, City of San Diego, eBay, GoDaddy,
Invoice2Go, LifeWay, MarketShare, Munich Re, Pfizer,
Safeway, Square, Tesco, Weebly, ...

Field Report:
Collibra Data Governance Center 5.3 (Catalog, Business Glossary)
Strengths
 Web-based, collaborative Data Governance
platform
 Includes all key DG functions– business
semantics glossary, reference data accelerator & data
stewardship manager
 Configurable predefined, operating model
 3D visualization data lineage
 Tableau integration
 Non-IT, business user focused UI incl iOS
& Windows
 Embedded business metrics from
Information Asset LLC
 Supported by Cognizant & other major SIs
Caveats
 Modest proof points for
integration with IBM MDM &
Informatica MDM (Collibra
Connect)
 Nascent impact analysis,
lineage & semantic frameworks
1 – Collibra Data Governance Center, Collibra Catalog &
Collibra Connect for metadata management
2 – Customes (~200 w/w): Aspen Re, Barry Callebaut,
COLT Technology Services, Eandis, ENTSO-E
(European Network of Transmission System Operators
for Electricity ), Flemish Government, HSBC, ING,
Janssen Research, NetApp, Novo Nordisk, Philips,
Spectrum Health, Standard & Poor’s, VDAB

Field Report:
DATUM Information Value Management 5.7 May 2017
Strengths
 Metrics-focused, SaaS-based platform for
enterprise wide “system of record”
governance & digital transformation
 Integrates existing DQ & MDM tools w/
data automation, workflow & metadata
 Cloud governance & enforcement
 On-premise discovery & intelligence via Catalog
 Discovery & Catalog functionality to
connect DG line-of-sight to business value1
 Makes “data shopping” possible by making
data assets findable, understandable &
accessible via automated data discovery &
search
 Content-rich, industry-specific Accelerators
Caveats
 Nascent integration with
MDM hubs for proactive/
integrated DG
 Integration primarily via
extracts
 Growing out of historical SAP
customer base2
 Nascent SI channel
1 – Link fields, rules, standards, processes, algorithms
& metrics to drive business value calculations
2 – Focused initially on manufacturing (mfg supply
chain & CPG) -i.e., Baker Hughes, BJ’s Wholesale,
Bosch, Bunge, Colgate-Palmolive, Commscope,
ConAgra, Eli Lilly, Energizer, General Mills,
Hershey’s, Under Armour, Johnson & Johnson,
Johnson Controls, Mars, Patterson Companies,
Versum, Weber, ...

Field Report:
erwin DG May 2018
Strengths
 SaaS solution
 Role-based UI
 Integrated Business Glossary, Data
Dictionary & Catalog
 Data profiling via universal data source
harvesting + lifecycle management
 Data Lineage + impact analysis
 Integrated via common metadata
repository w/ erwin data modeling,
enterprise architecture & business process
Caveats
 Nascent integration with
MDM hubs for proactive/
integrated DG
 Integration primarily via
extracts
 Growing out of historical
erwin DA2
 Nascent SI channel
1 – Link fields, rules, standards, processes, algorithms
& metrics to drive business value calculations
2 – xxxxx, ...

Field Report:
IBM Stewardship Ctr1 & Information Governance Catalog2
Strengths
 Common DG layer across Standard
& Enterprise MDM Server editions
 Create diverse policies defined in
natural business language
 Ultimately will integrate with
Guardium (data lifecycle),
Optim (security), et al
 Ongoing integration w/BPM
(BPMExpress a.k.a. Lombardi)
 IBM BAO/GBS teams available w/w
 Available as hosted or on-premise
Caveats
 Lack of integration w/
Reference Data asset
 Big IBM stack req’d
 Lack of integration with Smart
Governance Council assets
 No longer a separate product,
but instead is bundled w/
MDM Server
1 – Formerly named IBM Master Data Policy Manager (MDPM)
2 – Formerly named IBM Business Glossary

Field Report:
Infogix Data3Sixty Govern (April 2017)
Strengths
 Browser-based, self-service business
glossary
 Policy & business rule management
 RACI-style UX & personas
 DQ metrics & dashboards
 Built-in support for big data
aggregation/quality + UI for
SQL/R/Python
 SaaS architecture & pricing models
Caveats
 Nascent market presence w/
~ customers
 Lacks formal accelerators for
reference data
 Lack of integration with
market-leading MDM
platforms
 Lack of integration with 3rd
party BPM
1 – Customers: xxxx

Field Report:
Informatica Data Governance
Strengths
 Completed acquisition of Diaku & launched
Axon DG stewardship app 1Q2017
 Machine learning for data discovery &
profiling
 DG vision = Enterprise Data Governance1
incl
IDQ, Enterprise Information Catalog *and*
Axon for DG ... supports E2E collaboration w/
both business & technical stakeholders
 Leverages Enterprise Unified Metadata
Intelligence & Claire™ AI for risk mgmt &
compliance – e.g. BCBS 239, UID/IDMP, HIPAA,
Solvency II, GDPR + PII security & portability (e.g. GDPR,
HIPAA) scenariosCCAR
 Cloud or on-premise
Caveats
 No product integration w/
other INFA s/w until 4Q2017
 Confusing marketing – Axon,
EDG, EIC/EDC, IDD, MM, ...
1 – Enterprise Data Governance (formerly Live Data Map) to unify
Cloud DQ Radara, Big Data & all other metadata-drive INFA tools
2 – Enterprise Information Catalog = metadata-driven repository
3 – As Diaku AXON
- Belgium bank, Lloyds Bank, McGraw-Hill Education, Merck US,
UK bank
- “Collaborative Enterprise Understanding” phone book of
business data
- Fast time to value for BCBS 239, IDM
- “All you can eat” pricing
- Only modest integration to MDM hubs, i.e., expose
Diaku API to INFA IDQ
4 – Post acquisition new name customers incl Merck Research Labs,
Bank of Ireland & KBC Bank

Field Report:
Informatica Data Director (IDD)
Strengths
 Good for robust MDM administration
as data steward console
 Visualization of history & data lineage
 Master data dashboards for proactive
monitoring of data quality
 Dynamic masking of data for security
 Embeddable UI components within CRM/ERP
applications
 Supports centralized architecture
with direct input of master data
 Integration with MM & Business Glossary
 Externalization/integration via Controls
Caveats
 Easy for end users to
inadvertently downgrade
hub performance with ill-
advised queries
1 – Formerly Siperian Business Data Director
2 – Informatica Data Director (IDD) is data
steward console application for entity lifecycle
management

Field Report:
Orchestra Networks EBX5
Strengths
● Integrated MDM/MDG/RDM product –
Policies & biz rules auto-applied to MDM/RDM hub
● Master linkages between conceptual &
physical, definitions & data
● Standalone DG or integrated with MDM
● Support for 3rd party governance operating
models
● RACI/Governance workflows OOTB –
Review/approval, issue management, etc.
● Standard ontologies/taxonomies support,
business glossary, metadata registry1,
governance policies2(RACI), & business rules
● OOTB performance reporting/DQ
dashboards++/benchmarking/
Caveats
● Not perceived as a data
governance pure-play
● Small presence in AP & LA
● Modest marketing budget
● Growing SI channel
1- Based on metadata registry standards (ISO/IEC 11179)
2 – Governance policy (RACI) integration with MDM/RDM
– integration with permissions, workflow ...
3 – Dynamic models, dictionary reuse, lifecycle
management
4 – Fully integrated MDM/MDG/RDM in one product

Field Report:
SAP Master Data Governance (MDG) 9.0 May 2017
Strengths
 Ready-to-use governance
applications integrated w/SAP
ERP
 Predefined & extensible data
model
 Prebuilt & flexible workflows
 Multi-mode data replication
 Integration with HANA & BOBJ
DQ/ validation assets (cleansing,
matching, & consolidation)
 Verifiable audit trail
Caveats
 Late-to-market with B2C customer
 Lacks flexible hierarchical
management of data
 Lacks master data within
transactions
 Lacks identification of data
pattern profiles
 Nascent cloud-enablement &
integration
 Nascent big data & analytics
support for social CRM data
1 – SAP MDG-F (finance), MDM-M (materials), MDG-S (suppliers), MDG-C (customers), MDG-X (reference data)
2 – Related SAP data governance capabilities incl: Information Steward, Data Services, Information Lifecycle Mgmt, ...
© 2021 The MDM Institute ewww.The-MDM-Institute.com

Field Report:
Utopia
Strengths
 Strong growth North America1
 SAP, Open Text & ACN partnerships
 Utopia Lab/COEs, Uni
 Multiple entry points for sales in
migration, quality & governance
 Support (via Open Text) to integrate
unstructured
 Full E2E lifecycle methodology (EDLM)
– Assessment, Strategy, Roadmap
 Cloud & HANA
 MENA2
depth
Caveats
 No longer sole preferred
partner for SAP MDM/MDG
as of 2012
1 – Captaris, Coca Cola Enterprises, ConAgra, CSL Behring,
CVS/Caremark, Dubai Aluminum, DuPont, ExxonMobil,
Grainger, Harley-Davidson, John Deere, Kellogs’s, Kennametal,
Kimberly-Clark, Kraft, Malaysia Airlines, Neptune Orient Lines,
Newmont Mining, Pertamina, RasGas, Saudi Arabian Airlines,
Suncor Energy, Tyco Electronics, Wolters Kluwer
2 – MENA = Middle-East & North Africa

How to Leverage the MDM Institute
 Kick start the “MDM evaluation process”
 Attend public workshop
 Bring workshop on-site
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 Increase your knowledge & negotiating
strengths via MDM Advisory Council Membership
 Participate in monthly email surveys & receive updated industry scorecard
 Receive monthly MDM consultation via telephone

MDM & Data Governance Summit™ Conference Series
“More Digital Transformation programs get their successful start at
MDM & Data Governance Summits than anywhere else”
MDM & Data Governance Summit Chicago
Marriott Marquis – Chicago ▪ July 10-12, 2019
MDM & Data Governance Summit New York
Marriott Marquis ▪ November 4-5, 2019
MDM & Data Governance Summit Europe
Radisson Portman BLU – London ▪ May 2020

About the MDM Institute
 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,
CIOs, data architects
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annual strategic planning assumptions
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About Aaron Zornes
 Most quoted industry analyst authority on topics of MDM & CDI
 Founder & Chief Research Officer of the MDM Institute
 Conference chairman for MDM & Data Governance Summit series
 Founded & ran META Group’s largest research practice for 14 years
 M.S. in Management Information Systems from University of Arizona

MDM Institute Advisory Council
150 organizations who receive unlimited MDM advice to key
individuals, e.g. CTOs, CIOs, & MDM project leads
Representative Members
 3M
 Autotrader
 Bell Canada
 Caterpillar
 Cisco Systems
 Citizens Communications
 COUNTRY Financials
 Educational Testing Svcs
 EMC
 GE Healthcare
 Honeywell
 Information Handling Svcs
 Intuit
 Loblaw
 McKesson
 Medtronic
 Microsoft
 Motorola
 National Australia Bank
 Nationwide Insurance
 Norwegian Cruise Lines
 Novartis
 PC Connection
 Polycom
 Roche Labs
 Rogers Communications
 Scholastic
 Stryker
 SunTrust
 Sutter Health
 W.W. Grainger
 Westpac
 Weyerhaeuser
 Woolworths

Authoritative
Relevant
Independent
Aaron Zornes
Founder & Chief Research Officer
The MDM Institute
The-MDM-Institute.com
http://twitter.com/azornes

Product Evaluation Criteria & Field Reports
for the Leading MDM (RDM) Solutions
13th Annual MDM & Data Governance Summit
July 11-13  Chicago
Aaron Zornes
The MDM Institute
@azornes
+1 650.743.2278

MDM Working Definitions
Master Data Management (MDM)
Authoritative, reliable foundation for data used across many
applications & constituencies with goal to provide single view of truth
no matter where it lies.
CDI is mandatory first step for most organizations on journey to MDM
Product Information Mgmt
(PIM)
Processes & technologies for
recognizing PRODUCT,
SUPPLIER, & PRICING master
data
Customer Data Integration
(CDI)
Processes & technologies for
recognizing a customer & its
relationships at any touch-point
while aggregating, managing &
harmonizing accurate, up-to-date
knowledge about that customer to
deliver it ‘just in time’ in an
actionable form to touch-points.

MDM Working Definitions - continued
Multi-Entity Master Data Management (MDM)
An MDM solution to concurrently manage
multiple, diverse master data domains
(customers, accounts, products) across intra-
and extra-enterprise business processes
Reference Data Management (RDM)
Non-volatile reference data shared across the
enterprise in context within applications (&
possibly within the industry via “exchanges”);
examples: units of measure; currency rates;
calendars; other look-up tables
Large enterprises assume MDM = multi-entity MDM when evaluating software;
Managing “simple” reference data will prove to be a key sales entry point for
large enterprises i.e., a "ramp up" point of entry for many organizations planning
for CUSTOMER, PRODUCT master & other domains

What is Reference Data?
Reference data =“coded, semantically stable, relatively static
data sets shared by multiple constituencies”
(people, systems, & other master data domains)
Customers
Product
Industry
Sales
Person
Geo
Cost /
Revenue
Acct
Business
Unit ID
In the logical view, private & public forms of reference data
connect domains & application; consistent values
(& semantics) required for multi-domain views & hierarchies

Why Reference Data? Why Now?
 Errors in reference data will ripple
outwards affecting quality of master data
in each domain, which in turn affects
quality in all dependent transactional
systems
 RDM needed in both operational &
analytical MDM use cases where capability
often used to provide attributes,
hierarchies
& KPIs
Central role of reference data means RDM becoming
“starting point” for many organizations planning MDM & MDG
Systemic
Failure
Inconsistent
Reporting
Transaction
Failure
Regulatory
Non-compliance

RDM Prologue
 In addition to MDM functionality, RDM systems also manage
complex mappings btw different reference data
representations & different data domains across the enterprise
 Manual or custom RDM often lack change management, audit
controls & granular security/permissions
 Because reference data is used to drive key business
processes &application logic, errors in reference data can have
a major negative & multiplicative business impact
 Mismatches in reference data impact on data quality affect the
integrity of BI reports & also are a common source of
application integration failure
Just as businesses no longer build own CRM, ERP, &MDM systems, so too are
organizations beginning to acquire commercial RDM, which can be easily
tailored or configured & have full ongoing support of major software vendor

“Analytical MDM” ala “RDM for Big Data”
 Analytical MDM” use case being reinvigorated as reference data in the
form of dimensions (enterprise finance especially) being managed
around Hadoop big data systems a.k.a. “monster marts”
 Similar to the way that early commercial RDM systems were used to
rationalize reporting data marts

Reference Data Categories
Multi-Domain
RDM Use Cases
Real-Time / Transactional
RDM Use Cases
Public
(External)
Countries & Subdivisions (FIPS10)
Currencies (ISO 4217)
Time Zones (ISO 8601)
Industry Classification (NAICS, ISIC)
Security Prices
SWIFT BIC Codes (Payments)
ICD-9/10 Codes (Healthcare)
ACORD/ISO Codes (Insurance)
Private
(Internal)
Legal Entities
Chart of Accounts
Organizations
Employees
(i.e., much of HR & Finance Data)
Reference data required for
transaction processing
Semi-
Private?
(Shared)
Customized Public Reference
Standards (e.g. customized D&B)
Shared Private Data (Finance)
RDM needs to support multiple domains (kinds) of reference data to avoid RDM silos

Multi-Domain MDM
Multidomain
RDM
Vendor RDM Approach Indicates
Level of Multi-Domain Ability
Two main approaches to RDM = Synchronization-driven (buy lots of ETL) vs.
Multi-domain (buy commercial RDM) … Synchronization-driven requires $$$
for data integration & lacks semantic stability/governance of hub approach
Customers
Product
RDM
RDM
Suppliers
RDM
Synchronization-Centric
Private RD
RDM
ETL/
DI
Private
Public
Customers
Product
Suppliers
RDM Hub or Multi-Domain
MDM Implementation

Why Manage Reference Data Independently?
(“Hub of hubs”? Federated vs. Centralized?)
In the logical model, reference data connects domains & applications; in
implementations local copies exist for each consumer; challenges include:
governance, synchronizing, versioning, & custom
hierarchies/internationalizations
Customers
Product
Industry
(NAICS, ISIC)
Sales
Person
Geo
(ISO3166,
FIPS)
Cost /
Revenue
Acct
Business
Unit ID
Geo
Geo
ERP
Finance HR
BI/Analytics
Geo
Geo
Geo
Geo

Critique of Current Approaches
for Multi-Domain Reference Data
RDM Solution Drawback Recommendation
Custom-built, manual
solutions
Heavy TCO burden Avoid unless reference data
demands are truly unique
Spreadsheets Difficult to govern, secure,
version, & audit; no modeling,
poor hierarchy management
Distribute data in spreadsheets;
govern data in RDM solution
Repurpose hierarchy
management solution
(MSFT MDS, ORCL DRM)
Poor cross-domain support, no
classification mapping, few
enterprise integration options
Seek out multi-domain RDM
solution with hierarchy
management
Customize existing
domain-specific MDM
(Customer or Product)
Rudimentary data modeling,
lifecycle mgmt capabilities, &
governance features (esp.
authoring & workflow)
Use multi-domain RDM solution
to maintain connections &
govern/update into CDI & PIM
via data services
ERP / Enterprise
Application
Limited governance, versioning,
distribution; also reference data
customized use in app may have
limited appeal in other systems
Master in external platform.
RDM can be used to govern
baseline set, versions and
adaptations
Real-time / industry-
specific RDM
Premium priced R/T RDM
solutions do not represent good
economic sense
Leverage R/T RDM solutions for
R/T use cases (trading, claims
processing, payments)

“Top 10” RDM Technical Evaluation Criteria
1. Administration of diverse reference data types
2. Ability to map reference data
3. Management of reference data sets
4. Architecture/performance
5. Hierarchy management over
reference data sets
6. Connectivity/integration
7. Import & export
8. Versioning support
9. Security & access control
10. E2E lifecycle management
Coming to market are RDM solutions characterized by multiple, diverse levels
of integration w/ market-dominant MDM hubs as well as repackagings of
existing mid-market MDM solutions – HOW TO EVALUATE?

“Administration of Diverse
Reference Data Types”
From R. Thompson,/Credit Suisse, “Multidomain Enterprise Reference Data,” 7th Annual MDM & Data Governance Summit New York 2013
Private Ref Data
Public Ref Data
RDM solution should support a wide mix of data structures from
name:value pairs to hierarchies (see criteria #5)
RDM Top 10
Eval Criteria #1

FINANCE
LOCATIONS
“Ability to Map Reference Data”
– pt. 1 (cross-domain mapping)
Issuing Country
(ISO3166)
Name ISO 4217
Code
USA US Dollar USD
CHN Yuan Renminbi CNY
JPN Japanese Yen JPY
Official
Currency
ISO3166
USD ASM
USD IOT
USD ECU
USD SLV
USD GUM
USD HTI
USD MHL
USD FSM
USD MNP
USD PLW
USD PAN
USD PRI
USD TLS
USD TCA
USD USA
USD VIR
CNY CHN
JPY JPN
ISO 3166
Code
Name
USA United States of America
CHN People’s Republic of China
JPN Japan
ASM American Samoa
IOT British India Ocean Terr.
ECU Ecuador
SLV El Salvador
GUM Guam
HTI Haiti
MHL Marshall Islands
FSM Micronesia
MNP Northern Mariana Islands
PLW Palau
PAN Panama
PRI Puerto Rico
TLS East Timor
TCA Turks and Caicos Islands
VIR Virgin Islands
RDM solutions need to preserve
values & mappings between
reference data sets – both in
domain and across domains.
RDM Top 10
Eval Criteria #2
LOCATION
&
FINANCE

2013 VERSION
2007 VERSION
“Ability to Map Reference Data”
– pt. 2 (temporal referential integrity)
2013
NAICS
Description
311224 Soybean and Other Oilseed
Processing
221114 Solar Electric Power
Generation
221115 Wind Electric Power
Generation
221116 Geothermal Electric Power
Generation
221117 Biomass Electric Power
Generation
221118 Other Electric Power
Generation
2007
NAICS
Description
311222 Soybean Processing
311223 Other Oilseed Processing
221119 Other Electric Power
Generation - solar electric
power generation
RDM solution needs to maintain links between versions, creating a
migration path between versions of reference data … “Crosswalks”
are important for understanding how something changed.
MERGE
SPLIT
RDM Top 10
Eval Criteria #2

RACI Tasks User
R
Update sales
hierarchies Rogers
R
Change industry
classifications Romanova
A
Approve hierarchies
and effective dates Stark
A
Approve industry
classifications Banner
A Approve merge into
effective dated
Fury
“Mgmt of Reference Data Sets”
(Governance workflows)
RDM Top 10
Eval Criteria #3
An RDM solution needs to support governance workflows;
includes defining: responsible & accountable parties (including systems),
permissions & area of responsibility for each party (field, instance, container level),
how parties interact/tasks & auditing/history…
Sequence of
interactions
Permissions
Responsibilities

“Hierarchy Management Over
Reference Data Sets”
RDM solution should harness relationships between reference data
sets & existing party or thing data to create hierarchies
SIC Codes
Customer & SIC Code Mapping
ICD-10 Codes
Active Ingredients & ICD-10 Mapping
Active Ingredients & Product Mapping
Viewing customers by industry classification
Viewing drugs by Active
Ingredient interactions & ICD-
10 Codes
RDM Top 10
Eval Criteria #5

EMEA OPS
DEU Cost Ctr
FRA Cost Ctr
APLA OPS
TUR Cost Ctr
JPN Cost Ctr
MEX Cost Ctr
NA OPS
CAN Cost Ctr
USA Cost Ctr
“Versioning Support”
(a.k.a. time travel)
EMEA OPS
TUR Cost Ctr
DEU Cost Ctr
FRA Cost Ctr
APLA OPS
JPN Cost Ctr
MEX Cost Ctr
NA OPS
CAN Cost Ctr
USA Cost Ctr
Cost Centers
(as-of 2013 Q2)
EMEA OPS
DEU Cost Ctr
FRA Cost Ctr
AP OPS
TUR Cost Ctr
JPN Cost Ctr
CALA OPS MEX Cost Ctr
NA OPS
CAN Cost Ctr
USA Cost Ctr
RDM solution needs versioning & “as of” / effective dating to support recall of
reference data values, relationships or hierarchies
(versioning has *major* implications for analytics/ BI!)
Cost Centers
(Current)
Cost Centers
(Effective 2013 Q1)
RDM Top 10
Eval Criteria #8

Reference Data Management
Strategic Planning Assumption
Thru 2017, 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 2017-18, MDM vendors will begin to market RDM to apply an MDM approach
for centralized governance, stewardship & control; while many orgs 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 way into Big
Data lakes, i.e. cleansing/taxonomizing of R/T data streams feeding Big Data Lakes
By 2019, pervasive, lower cost RDM will be commoditized via 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 remain key sales entry point for MDM vendors

Competition for Multi-Domain RDM
 Custom-built, manual solutions
 Hierarchy management system adaptations
 Do not readily support publish-subscribe, classification mapping, etc.
 Custom MDM domain type
 Lack of data modeling flexibility, rudimentary lifecycle management
capabilities & limited data governance features, esp. authoring & workflow
 Multi-domain RDM
 RDBMS vs. semantic/OODBMS
 Purpose-built or industry-specific RDM
 Premium priced real-time RDM solutions do not represent good economic
sense
Seek out multi-domain RDM solution providers that understand &
have experience addressing complexity of reference data

Reference Data Management Case Study:
Mega Financial Svcs Provider - DnB NOR ASA
 Need to manage reference data
provided by external standard bodies
 Reference data changes managed
manually
 No clear ownership of reference data
across the business
 Reference data must be entered,
updated & managed in multiple
places, yielding duplication &
introducing errors
 Manage & consolidate Reference Data
for data warehouse load
 Manage MDM code tables & map
MDM codes to legacy systems codes
 Publish reference data (changes) to
consuming systems
 Provide governance, process,
security, audit control around
reference data mastering
 Apply commercial software (IBM RDM
Hub Asset) rather than build
RDM is major step in longer term transformation of the bank to move
from silo-driven business & IT culture to become “ONE – Group”
Business Issues Solution

Reference Data Management Case Study:
Mega Financial Svcs Provider – BNP Paribas
 Need to integrate reference data into
the bank's service-oriented
architecture (SOA) infrastructure
 Lack of harmonization & propagation
of reference data across the bank's
groups (lines of businesses)
 Need to streamline the Data
Governance process via a cross-
business governance (group-level)
 Evolve MDM capabilities
 "Think big but start small" orientation
 Provide a controlled perimeter for master data &
processes
 Centralize the data governance function
 Create value at the MDM level (point of truth =
point of creation)
 Manage scope
 Identify what’s in MDM and what’s not & what is
RDM
 Manage master data & processes independently
without requiring strong coupling with the business
 Keep unstructured or transactional data out of MDM
scope
 Apply commercial software (Orchestra
Networks EBX) rather than build
RDM is a key enabler of its MDM Shared Services Center COE
whose charter is to provide shared enterprise data services
Business Issues Solution

MDM Institute Field Reports – RDM
 ASG metaRDM
 Ataccama RDM
 Collibra RDM
 IBM RDM Hub
 iGate Patni RDM
 Informatica MDM Reference 360
 Information Builders Omni
CodeSet
 Magnitude MDM (Kalido)
 Oracle Hyperion DRM
 Orchestra EBX
 Profisee Maestro
 SAP MDG-R templates
 Semarchy Agile RDM
 Software AG WebMethods
OneData
 Teradata LRDM
 TopQuadrant TopBraid RDM
** General-purpose or multi-domain RDM, not industry-specific solutions such as
capital markets, pharma, e.g., AIM, Asset Control, Eagle, Golden Source , Kingland
Systems 360 Data & RSD

RDM “Top 10” Technical Evaluation Criteria
1. Ability to map reference data
2. Administration of reference
data types
3. Management of reference
data sets
4. Architecture
5. Hierarchy management over
sets of reference data
6. Connectivity
7. Import and export
8. Versioning support
9. Security & access control
10. E2E lifecycle management
Understanding scope, diversity & limitations of nascent RDM offerings is challenging

Field Report: ASG metaRDM
Strengths
 Business user friendly solution,
integrated/common UI across metaRDM,
business glossary & Rochade metadata
repository apps
 Foundational compliance support via
integrated data lineage & impact analysis
capabilities, centralized
governance/mgmt/stewardship &
distribution
 Strong taxonomy & hierarchical
management of ref data via extensible
Metamodel
 Flagging & automated scanning of ref
data within operational DBs
Caveats
 Under invested in
marketing
 ASG metaRDM solution is
relatively new to market
 Lacks Cloud architecture &
SaaS offering

Field Report: Collibra Reference Data Accelerator
Strengths
 Centralized governance, mgmt,
stewardship & distribution1
 Business user friendly solution (similar to
SFDC as portal for glossaries)
 Strong taxonomy support & mappings
 Model-driven ease of deployment,
implementation & use (built-in process flows
+ semantic layer on RDBMS)
 OOTB integration w/MDM (IBM, INFA),
Data Glossary (ASG Rochade,
IBM Business Glossary) & DQ (IBM Info Analyzer,
Informatica IDQ, Trillium)
 Cloud-based, SaaS option
Caveats
 Nascent North American
market presence 2
 Relative shortage of Collibra-
knowledgeable consultancies
 Vulnerability in rapidly evolving
market crowded with mega
vendors & other nouveau MDM
vendors
 Under invested in mktg
1 - Large multi-national insurer, Independence Blue Cross,
COLT, ING Bank (group finance level), Kyivstar, NCR, …
2 - Major North American operations only began 2H2013

Field Report: IBM Reference Data Mgmt Hub
Strengths
 Purpose-built,
commercially proven RDM
 Utilizes IBM MDM foundation
 Full function with strong taxonomy
support & mappings
 Ease of deployment,
implementation, & use
 Simplified install-based licensing to
predict usage & cost
 Market momentum1
Caveats
 Lack of BPM integration & workflow
(needs configurable workflow)
 Lacks Cloud architecture & SaaS
offering
 Perception of excessive software
stack foundation
 Missing adapters for other IBM
software (Discovery, etc.) & other
major apps such as Oracle & SAP
1 – Achmea, ANZ Bank, Astellas Pharma, Bank of Montreal, DnB NOR
ASA, Emblem Health, HSBC, IBM Office of the CIO, ICBC, MGM
Grand, NY Life, OP-Pohjola, RBS Citizens, Royal Mail (UK),
Schweizer Bundesbahnen, Standard Bank of South Africa and The
CIT Group

Field Report: Informatica Cloud – MDM Reference 360
Strengths
 Purpose-built,
commercially proven RDM
 Utilizes INFA Cloud MDM
foundation
 Full function with strong taxonomy
support & mappings
 Ease of deployment,
implementation & use
 Simplified install-based licensing to
predict usage & cost1
 Integration w/ Axon (2H2017)
Caveats
 New as of summer 2017 = lack of
references lack of references for
cloud but numerous customer are
live & referenceable for RDM
Accelerator
 Integration w/ Axon, Enterprise
Information Catalog (EIC) 2H2017 or
later
 Lack of INFA BPM integration &
workflow
 Missing adapters/connectors for
other INFA s/w (EDG, IEC) & but
Informatica Cloud Services (Cloud DI)
provides adapters for all major apps
1 -- RDM Accelerator customers get free upgrade

Field Report: Kalido MDM by Magnitude for RDM
Strengths
 Rich visual modeling
 Embedded workflow engine for
stewardship & governance
 Embedded domain-agnostic matching
engine
 Sophisticated time variance
 Enterprise-scalable architecture
 Data & workflow level security
 Customizable user interfaces for
business self-service (searching, authoring,
etc.)
 Significant consultancy support for
Kalido RDM
Caveats
 Lack of BPM integration
 Lacks Cloud architecture &
SaaS offering
 Just beginning to explicitly
market RDM capabilities
1 -- BP, Comcast, ERICO, GAFRI, GAIC, JNJ, N.F. Smith & Associates, Unilever, etc.

Field Report: Oracle Data Relationship Mgmt (DRM)
Strengths
 Compatibility with Oracle EPM
 Corallary DRG workflow engine for
stewardship & governance
 Sophisticated hierarchy
management
 Enterprise-scalable architecture
 Data & workflow level security
 Customizable user interfaces for
business self-service (searching,
authoring, etc.)
 Considerable 3rd party consultancy
support
Caveats
 Lack of matching engine
integration (Oracle EDQ
or other 3rd party)
 Lack of Oracle EPM
integration
 Lacks Cloud architecture
& SaaS offering
 Just beginning to
explicitly market RDM
capabilities

Field Report: Profisee MDM (Reference Data)
Strengths
 Bundled as part of MDM product suite
 Physical & logical industry models via
ERwin & XML specification
 Banking, insurance (ACORD), retail
(ARTS), healthcare, gaming & hospitality
 Strong support for selective merging of
metadata from physical MDM reference
metadata, logical models in ERwin &
external data
 Versioning (via Microsoft MDS)
 Modeling & cross-walk of both reference
& master data into collated models
Caveats
 Under invested in
marketing
 Limited inventory of OOTB
data service connectors
 Nascent Cloud
architecture & SaaS
offering (Azure CY2017)

Field Report: Semarchy xDM v4 (April 2017)
Strengths
 Iterative, agile methodology
 Flexible architecture, single platform
for MDM & RDM
 Semantic model, rather than pre-
built model, enables flexibility to
manage simple-to-complex
reference data
 Workbench simplifies physical MDM
& allows focus on logical model
 Cloud availability – #1 on AMZN
AWS marketplace
 Scalable pricing
 RDM credentials1
Caveats
 Nascent plans to support
syndicated public &
private reference data
sets (NAICS, SIC, ICD-9/10, LEI,
UDI)
 Nascent Cloud story
 Underinvested in
marketing
1 – Billabong, Chipotle, Merck/MSD, MundiPharma, Oakley, PIMCO,
Rolex, Timac Agro, Volkswagen

MDM Institute Field Reports on Top 15 MDM Solutions

MDM Institute Field Reports on Top 15 MDM Solutions

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