Media & Marketing


Carlos Barge

Most organizations today follow a data-silo model with disparate systems catering to specific business segments with nil or very less correlation between them. These individual systems often engage different data integration and management frameworks and toolsets to cater to its segment-specific data interface and transportation requirement.

Under these circumstances, Unified Data Management(UDM) framework lays down a process to consolidate data from disparate data sources of an organization by identifying the integration factors among those and storing the unified data in a common data repository within a data warehouse.

The holistic unified data model that UDM offers can have a transformative impact on how companies of all sizes leverage their data to meet business objectives.

Firstly, one IT team can take responsibility for overseeing the migration, merging, cleaning, and analysis of all data, reducing both personnel and data redundancies. Moreover, UDM platforms are designed to be accessible to employees with different levels of technology comfort, encouraging staff members from different units to adopt the technology and act based on the prescriptive analytics of the model.

SMBs can use UDM to automatically organize consumer info and touchpoints to visualize customer journeys and generate personalized marketing strategies. As an agile model, the UDM platform is built to scale alongside SMBs as their strategic data needs shift and grow.

Larger companies can benefit from the UDM’s ability to quickly process and analyze massive varied datasets. A global pharmaceutical company can use the unified data model to efficiently merge structured and unstructured sales data from a specific market to visualize important metrics like top-performing medicines and payment methods. The UDM’s prescriptive algorithms can then recommend how different actors on the sales pipeline, from production to distribution to marketing, can improve based on this new understanding of the data.

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