Master Data Management

Master data is the short list of entities a business runs on: customers, suppliers, products, locations. Each one is created and changed in many systems at once, so every system ends up with its own copy, its own ID and its own spelling.

Traditional MDM answers that with another system. Data is copied into an MDM suite, matched with hand-written rules and published back on a schedule. The golden record lives outside the warehouse or lakehouse where analytics, data science and AI now happen, and it is always a step behind.

Each new source or domain becomes its own project, matching rules grow brittle as data changes, and teams quietly build their own deduplication in the meantime. The business ends up with several versions of the truth again, plus an expensive system that was meant to remove them.

Master data inside the data platform. Resolve every domain in the warehouse or lakehouse where the source data already lands, write golden records to tables there, and give each entity an ID that stays stable as data changes.

Every team and tool then reads the same entities from the same place: dashboards, data science, operational syncs and AI agents. There is no separate copy to keep in step, and new sources join the existing records instead of starting a new project.