Big data applies to all types of data and is characterized by the four Vs:

Master data is the high-value, core information used to support critical business processes across the enterprise – information about customers, suppliers, partners, products, materials, employees, accounts and more – and is at the heart of every business transaction, application and decision.


Master data, therefore, is a subset of big data and master data management (MDM) can provide a compelling starting point for big data analysis. MDM, by definition, focuses on the highest value entities within an organization. Many organizations imagine that they would like to analyze social media to determine customer sentiment, but do they know who their customers are? Do they know their best customers?

Integration points between MDM and big data include ingesting and analyzing unstructured data, creating master data entities, loading new profile information into the MDM system, sharing master data records or entities with the big data platform as the basis for big data analysis, and reusing the MDM matching capabilities in the big data platform such as customer matching. Together big data and MDM can help extract insight from the increasing volume, velocity, variety, and decreasing veracity of data, in context, beyond what was previously possible.

IBM InfoSphere MDM and IBM’s big data platform can:

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The MDM advantage: Creating insight from big data

MDM plays a crucial role in translating data into meaningful and useful intelligence. Together, big data and MDM can help CIOs and CMOs understand customers at an individual level and become more responsive to their needs.


Think Big – MDM and Big Data

Learn how master data and big data fit together - what they have in common, in what ways they are dissimilar, and how they can be used together.


Master data management: The key to leveraging big data

Learn how InfoSphere MDM and big data analytic tools can help companies analyze big data, match it to master data and derive actionable information to inform decisions and extract insights.


Related resources


Think Big – MDM and Big Data
Learn how master data and big data fit together - what they have in common, in what ways they are dissimilar, and how they can be used together.


The Forrester Wave™: Master Data Management Solutions
How the top five MDM vendors stack up for multiplatform


The MDM advantage: Creating insight from big data
MDM plays a crucial role in translating data into meaningful and useful intelligence. Together, big data and MDM can help CIOs and CMOs understand customers at an individual level and become more responsive to their needs.


Master data management: The key to leveraging big data
Learn how InfoSphere MDM and big data analytic tools can help companies analyze big data, match it to master data and derive actionable information to inform decisions and extract insights. .