This customer data entity goes further than traditional data Case Study 4: attributes to provide a meaningful context and a panoramic We recently helped a large regional airline increase its view of critical data entities beyond just attributes (or what you topline sales by expanding the traditional MDM capabilities, get from the golden records). It provides dynamic actionable introducing relevant technologies and models to create insights in real-time from other sources like unstructured a master graph. The dynamic profiles produced for the internal and external data and third-party sources. graph were successfully used to enable real-time inventory These additional data sources are typically not leveraged in tracking and an alerting mechanism for the company traditional MDM implementations. In this implementation, being to make targeted decisions. able to leverage online real-time transactional data, combined with Our experienced perspective introduced a data engineering contextual and analytical models, enables the insurance company pipeline that was fundamental to combining traditional to reduce the percentage of false positives by almost 50 percent models with contextual and analytical ones. This empowered and gain significant savings from fraudulent claims payouts. and enabled business users to consume master data in Golden profiles are the foundation a granular, contextual, analytical and real-time manner. for modernizing revenue management systems in travel-related industries. Meet Your Digital Master 14