In which Jill wonders if sometimes the term â€śMDM maturityâ€ť isnâ€™t an oxymoron.
This past weekâ€™s Gartner MDM Summit was well-promoted, well-executed, and well-attended. Gartner has hard-core fans, as was evidenced by attendees perusing Gartner research notes as they heard their favorite analysts expound on MDM, CDI, PIM, SOA, and BSR. (BSR? Here it isâ€¦wait for itâ€¦â€ťBusiness Service Repository.â€ť Yeah, I knew that too.)
There were some excellent presentations from both the case studies and the analysts themselves. Our friend John Radcliffeâ€”John generously provided several quotes for our CDI book, and greased the skids during the permissions process, so heâ€™s definitely a friendâ€”delivered an informed keynote in which he reported that MDM would be a $3 billion market by 2012. Iâ€™ve liked Mark Beyer ever since Informatica showed me a webcast Mark did for them. I sat in his SOA talk and heâ€™s polished-yet-relaxed, knowledgeable-yet-irreverent. Ted Friedman (also a friend) had an uber-engaged audience with hands in the air when I peeked in on one of his presentations. Good news and bad news: the room was so full I couldnâ€™t get close enough to say hello. Ahh, fame!
Several of the Gartner speakers echoed our own observation that IT professionals employ the term â€śMDMâ€ť euphemistically (or incorrectly) to represent incumbent capabilities. Although Iâ€™ve begun using the terms â€ścustomer MDMâ€ť and â€śproduct MDM,â€ť Gartner analysts cling heartily to â€śCDIâ€ť and â€śPIM.â€ť From a heat map perspective, CDI is still, in Radcliffeâ€™s words, â€śred hot.â€ť Conversely the term â€śanalytical MDMâ€ť seems more tenuous than last year, as does a single proven method for gathering MDM ROI.
Speaking of ROI, Gartner analyst Michael Smith gets my Sleeper Award for the most excellent underestimated presentation. Smith discussed building the business case for MDM in a structured and metrics-driven way. Clearly heâ€™s evaluated the business drivers for other strategic IT initiatives, and his techniques apply very well to MDM.
And speaking of awards, Johnson & Johnson won Gartnerâ€™s MDM Excellence Award. Charles Bloodworth of Johnson & Johnson Health Care Systems explained how MDM supports four enterprise business initiatives. The companyâ€™s MDM program and the resulting benefits are real, believable, and fulfill the true promise of MDM-done-right.
Johnson & Johnson is a Siperian customer. There were other excellent vendor case studies, particularly D&B Purismaâ€™s customer R.R. Donnelly and Initiate Systemsâ€™ customer, Dell. John Miller, Global Solution Architect at Dell gave an edge-of-your-seat account of the mega-vendorâ€™s MDM requirementsâ€”160 million customer records in real time!â€”and how he and his team have deliberately and incrementally set out to fulfill those requirements, enhancing the Dell customer experience in the bargain! (Full disclosure: Dell is also a Baseline Consulting client.) Other case studies were hit-or-missâ€”one enterprise app vendorâ€™s customer admitted to not having installed the product yetâ€”but each of them represented a milestone on the MDM journey.
Some presentations raised more questions than they answered. (Enough about business processes already, the real way to pitch MDM is by tying it to strategic initiatives!) At times one wondered whether Gartner analysts were bonused on their prodigious use of TLAs (three-letter acronyms). But most attendees were very much in learning mode, stocking up on the lessons learned and hoping for enough ammunition to fire the MDM salvo in the direction of their businesses.
Posted November 21, 2008 5:26 PM
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