麦肯锡-主数据管理-从数据中获取更多信息的关键.docx

May2024

Mcsey

Digital

Masterdatamanagement:

Thekeytogettingmorefromyourdata

Masterdatamanagementcangiveorganizationsalegupbyallowingthemtoeasilyorganizeandaccessdataaboutcustomers,suppliers,products,andemployees.

ThisarticleisacollaborativeeffortbyAzizShaikh,HolgerHarreis,JorgeMachado,andKayvaunRowshankish,withRachitSaxenaandRajatJain,representingviewsfromMcKinseyDigital.

Picturethis:asalesrepresentativeata

multibillion-dollarorganizationhasanupcomingmeetingwithaprospectiveclient.Shesearchesfortheclientintheorganization’scustomer

relationshipmanagementsoftwareandfinds

severalaccountswiththesamename.She

strugglestolearnmoreabouttheproductsand

servicestheclientisalreadybuying,thecustomercontactsthathavealreadybeenengaged,and

therelationshipsthecontactmayhavewithothersalesrepresentativeswithintheorganization.Asaresult,thesalesrepresentativespendsseveralhoursmanuallypullingtogetherinformationto

getorganizedfortheupcomingmeeting.

Thisscenarioisanexampleofpoormasterdata

management(MDM),whichcommonlyresultsin

suboptimalcustomerandemployeeexperience,highercosts,andlostrevenueopportunities.

MDMisacriticalcomponentofanyorganization’sdatastrategy(seesidebar“Aboutmasterdata

management”).Thesecapabilitiescanmakeor

breakanorganization’sefficiencyandreliability—particularlyincomplexorganizationswithmultiple

businessunits,wheredatasiloscanleadtoinefficienciesanderrors.

In2023,McKinseysurveyedmorethan80large

globalorganizations1acrossseveralindustries

tolearnmoreabouthowtheyorganize,use,and

maturetheirmasterdata.McKinsey’sMasterDataManagementSurveyindicatedthatorganizationshavefourtopobjectivesinmaturingtheirMDM

capabilities:improvingcustomerexperienceandsatisfaction,enhancingrevenuegrowth

bypresentingbettercross-andup-sell