New Digital Demands From our point of view, the back office-driven These business-defined approaches usually reflect the approach runs contrary to the way the business complex, sophisticated needs of many organizations: and its employees need to function if they are to achieve their goals and objectives. • Working from the desired end state and/or from the In Case Study 2 on the following page, the requirements of complex business problems. organization wanted to recognize consumers • Choosing contextual and analytic solutions over traditional as individuals wherever they interacted with MDM tools that can handle new approaches for multi-dimensional the company and connect this identification and complex hierarchical data, including social and commercial with intelligence which could enhance the graphs that underlie digital business use cases. customer experience and increase earnings. • Utilizing new technologies that simplify the development of industry-focused business applications that take advantage The approach needed to be transformational and of master data to help solve business problems. evolutionary. Transformational in the sense that we • Transforming model-driven approaches to be more flexible see more overtly business-defined approaches and agile so they can work with existing business processes that enable the technologies underlying MDM. (instead of creating new processes) and help deliver business Evolutionary because we see the expansion value. IT and business teams can then transition to optimizing of the meaning of MDM in the digital age. various processes for additional value. Meet Your Digital Master 7