Start building up what your business really needs!

AND stop aggregating what your business already has!

 

Master Data Management for a real customer experience

Master Data Management (=MDM) has long been introspective: Find sources of data across the organization. Unify them with a common taxonomy and attribute model. Create golden records, maximize data quality, and ensure process security. Connect all of the systems back together. Done.

Next generation Master Data Management has much higher challenges: It is about creating master data for what you already have, for what you need in terms of customers’ perspective and for what you are eventually going to need to secure a sustainable competitive advantage by ensuring a superior customer experience.

Next generation Master Data Management is extrospective. It is about providing consistent, meaningful and context-optimized master data to every channel and every customer need that one might think of.

What does next generation MDM for products stand for?

  • High-quality golden records: Beyond the article / SKU level, also providing golden records on different aggregation levels such as: bundles / kits, sets / marketing products and other perspectives that customers and marketing have on a logistic product (SKU).
  • Ensuring a consistent data dictionary across all applications for attributes, class models and taxonomies. And beyond attributes: Establishing a central set of tags, to ensure comparability and consistence across applications – for search, filtering and reporting equally.
  • Providing relationships between entities: Who has a business relationship with whom? Which customer likes / has bought / recommended which products?  Which customers buy and in which outlets? It is a set of relationships that can easily go into the billions – this is where the power of Graph DB comes into play.
  • Delivering what is really needed: Product data, media assets, centrally aggregated and quality assured content pieces for re-use across systems and channels. And everything with the option to be context-optimized in real-time.
Data Matching via Match & Merge
Contentserv Enterprise PIM and MDM for Products  – Technical Details LEARN MORE
beer picture

Multi-step Aggregation, Merging & Syndication, ERP Example:

  1. In the ERP system, a beer bottle’s content changes from 330 to 333 ml.
  2. The (say 50%) balance for auto-merge across different ERP instances changes and the silver record is auto-updated to also be 333 ml.
  3. The data is conflicting with the supplier upload. Supplier and data stewards are warned (yellow status) to check, as SAP is considered a trust level 1 system for this data.
  4. The supplier & data stewards resolve the conflict and decide to consistently adjust the contents to 333 ml, as it is the more correct attribute.
  5. The merchandiser is informed that for one out of three commonly promoted ("set") beer bottles (alcohol free, light and normal version), one bottle has an updated contents of 333 ml and suggests to either split the set or to level out the attributes.
  6. The merchandiser chooses to apply 333 ml to all bottles.
  7. The source systems are updated accordingly and the supplier is notified.

Next generation MDM for products

 

Multi-Entity Management:

Import, aggregate, cleanse and merge a wide variety of entities such as:

  • Suppliers & Vendors
  • Key Accounts & Customers
  • Locations & Outlets
  • Competitors
  • Distribution Partners, Sales Agents, Brokers & Franchisees
  • Production Plants & Warehouses
  • …and even Buying Persona Profiles

Manage relations and affinities across all entity types with the power of our GraphDB, e.g.

  • Who is in a business relationship with whom?
  • Which customers are connected on social media?
  • Who has bought / viewed / disliked which product?
  • Which outlets have which product preferences?
  • Which region / channel / country has an affinity towards which products?
  • And many, many more…

Multi-Key Management: Manage unique keys for all of your organization and marketing needs:

  • Standard SKU, PID and UPC keys for identifying physical goods
  • Logistic codes for purchasing the same SKU across different suppliers and in different quantities / packaging units
  • RFID codes for tracking single products e.g. for logistics or extended customer service
  • Promotional codes for channel, time and promotion-specific pricing
  • Media codes for tracing the channel a lead came from
  • Masked product codes for splitting and duplication of content (SEO) and product (MpO)

Create silver, golden and platinum records:

  • Silver records: Reliable, merged & cleansed record from one source type (e.g. a silver record across 10 ERP installations)
  • Golden records: A unique, merged & cleansed record across multiple source types (e.g. ERP, PLM & supplier onboarding data merged)
  • Platinum records: An aggregated view of several golden records into a set / kit / bundle / virtual product from a sales & marketing perspective
  • Use different levels of aggregation depending on your communication needs: Sets for customer-friendliness in owned channels, or an abundance of SKUs for earned and paid channels.

Multi-language golden records

  • Due to the built-in translation module, it is easy to assure translation into all applicable languages
  • Ensure consistent corporate wording by: enforcing terminology, avoiding black-listed or grey-listed words and encouraging re-use of content assets
  • Surrounding systems can request (trigger) master data or subscribe to master data in their respective languages

Data dictionary for attributes: Manage attributes across systems

  • Know the attribute keys & names across all source and target systems
  • Compare and consider all constraints available for source and target systems
  • Manage and map classes across systems and standards
  • Internal taxonomies, e.g. ERP hierarchy, different sales hierarchies, country specific hierarchies
  • Standard classification systems, e.g. UNSPSC, ETIM, eclass
  • Market standards, e.g. Alibaba, Amazon

 


Data dictionary for tags: Manage tags across systems

  • Ensure unique and consistent usage of dimensions for consistent interfaces
  • Consistent application search & filter
  • Consistent reporting & data analytics
  • Consistent re-usable channel insights
  • Ensure a consistent affinity management across all systems from entities (e.g. customers) to products 

MDM for Marketing: Manage important product related domains that classical MDM systems could not handle 

  • Media Assets like Images and Videos
  • Text Assets like long text, short text, warning text and safety instructions
  • Editorial Content like topics, essays, recipes and FAQs

Central Content Engine: Establish a central Content Engine that delivers product content to all of your channels

  • Products, media assets, text assets, editorial content out of one central repository and in all languages
  • Provide different data formats such as XML, JSON, CSV and many more
  • Deliver single items or multiple item lists based on scoring algorithms for best match
  • Use real-time delivery when many parameters for context are required, e.g. when a “next best offer” should be tailor-made and customer centric

Central Publishing Engine: Establish a central Publishing Engine that delivers structured content to all of your channels

  • Deliver Master Data to all channels in layout form, when rendered data is more efficient
  • Powerful HTML rendering for real-time, high performance delivery to embed into digital channels such as WEM / WCMS, eCommerce or mobile solutions
  • Powerful context-optimized document rendering (PDF or INDD) when tailor-made datasheets, offers or catalogs are desired

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