Ravi Shankar

Ravi Shankar is senior director, MDM Ppoduct Marketing, Informatica. He is responsible for product and technical marketing activities for master data management (MDM) as part of the Data Quality business unit at Informatica. 

Articles by Ravi Shankar

Organizations turn to master data management (MDM) to solve many business problems - to reach compliance goals, improve customer service, power more accurate business intelligence, and introduce new products efficiently. In many cases, the need for an MDM implementation is dictated by the business challenge at hand, which knows no single data domain. Take a manufacturing customer, for example. The company decided to deploy an MDM solution in order to solve buy-side and sell-side supply chain processes, to more effectively manage the procurement of direct and indirect materials and to improve the distribution of products. To meet these goals the solution must be capable of managing vendor, customer, material and product master data. Unfortunately, quite a few vendors sell technology solutions that focus exclusively on either customer data integration (CDI) or product information management (PIM), which solves only a piece of the business problem.

Posted September 07, 2010