Jon Singleton is Co-Founder and Chief Technology Officer of DatumLabs. He has almost two decades of experience designing and implementing database solutions across multiple platforms, for Fortune 500 companies including Automotive, Healthcare, Pet Nutrition, Digital and Direct Marketing Agencies, Technology, Finance, Sports and Retail.
UnboundID: Many companies are striving to gain a single view of the customer or close to it. What are the data management challenges behind this?
Singleton: It requires a master data management (MDM) process. Implementing MDM in an enterprise is really hard, which is why people don’t want to do it. The challenges stem from the systems they use to compliance needs and defined IT processes. It’s not just the data itself but dealing with the processes that protect the data and manage the data’s movement. When you deal with decision-makers to get budget, they often think about MDM as an out-of-the-box solution, but MDM is not just a toolset. It is a mindset and a combination of processes applied across the enterprise and different data stores to accomplish the MDM goals. Clients with the most success focus on what they want to accomplish, and how can they set things up from a data standpoint to accomplish that. Once they talk through those factors and determine what they want for ROI, selling internally becomes a lot easier.