A short while ago, my wife received two seemingly identical catalogues in the post from a well-known online fashion retailer. Both were addressed to our home, but the catalogues differed in two respects. Firstly, one was labelled using her maiden surname, whilst the other used her married surname. The second difference was more interesting. The first catalogue promised a 30% reduction on all merchandise – as a loyal customer reward. The second catalogue promised a 20% reduction. This told me two important things: (1) my wife clearly spends more with this retailer since we married; (2) the retailer in question has no Master Data Management (MDM) strategy for addresses.
MDM refers to everything an organisation does to manage the critical data of the organisation, the goal being to provide a single version of the truth. In this article, I’ll explore why MDM is necessary for addresses and how it can be implemented.