Master data management (MDM) is the enterprise discipline and toolset for governing trusted master records for core entities such as customers, products, and suppliers.
Category
Data Governance
Also known as
MDM; master data management
MDM overlaps with CDP identity, but it is broader and not mainly a marketing tool: it governs master data across the whole business. A CDP focuses on customer data for activation.
In practice
Do not expect an MDM system to run your campaigns, or a CDP to govern supplier data. If both exist, agree which owns the authoritative customer record.
Discuss this term
A question, a bug, or outdated info? Tell us — it goes straight to the team, and we keep the glossary current.