The Changing Face of Data In addition to the evolving requirements, the data has changed Case Study 3: significantly and with it the resulting disruption from digital In a recent project, a hospitality company embarked on data on traditional MDM capabilities. If we take a few of these a digital data platform project with Accenture to ensure capabilities and drill down, it quickly becomes clear that that digital master data consumption use cases were traditional methods are not sufficient. met. The digital data platform provided the foundation For example, match and merge for digital data is too complex, to capture, curate, process and store emerging data with a wide variety of digital datasets that run too slowly with types. The objective was to drastically improve customer today’s data volumes. Hierarchical management is too complex, experience, retain loyal customers, prevent churn and especially considering the nature of digital data with its increase market share through personalization and interrelated complex data relationships and formats. truly understanding customers. Furthermore, most enterprise data is either unstructured or Only after incorporating these digital changes was the semi-structured. New techniques are required to adequately organization able to recognize individuals at any touchpoint capture, curate and store these types of data. These data types across channels and enrich their view with intelligent also require different strategies for metadata capture and insights. By using a Digital Master that provides a 360-degree management. Matching and merging these types of data usually view, they have begun the journey to a smarter experience require not only deterministic, but probabilistic and fuzzy matching for their customers, generating increased earnings and algorithms. These probabilistic matching and merging methods enable significant business uplift. the contextual and analytical models necessary for dynamic profiles. Meet Your Digital Master 9