Master data

Master data represents the business objects which are agreed on and shared across the enterprise. It can cover relatively static reference data, transactional, unstructured, analytical, hierarchical and meta data. It is the primary focus of the Information Technology (IT) discipline of Master Data Management (MDM).

While master data is often non-transactional in nature, it is not limited to non-transactional data, and often supports transactional processes and operations. For example, Master data may be about: customers, products, employees, materials, suppliers, and vendors, and it may also cover: sales, documents and aggregated sales.

Reference Data is the set of permissible values to be used by other (master or transaction) data fields. Reference data normally changes slowly, reflecting changes in the modes of operation of the business, rather than changing in the normal course of business.

Master Data is a single source of common business data used across multiple systems, applications, and/or processes.

Enterprise Master Data is the single source of common business data used across all systems, applications, and processes for an entire enterprise (all departments, divisions, companies, and countries).

Market Master Data is the single source of common business data for an entire marketplace. Market master data is used among enterprises within the value chain. An example of Market Master Data is the UPC (Universal Product Code) found on consumer products.

Market Master Data is compatible with enterprise-specific and domain-specific systems, compliant with or linked to industry standards, and incorporated within market research analytics. Market master data also facilitates integration of multiple data sources and literally puts everyone in the market on the same page.

Excerpted from Master Data Management for Media: A Call to Action for Business Leaders in Marketing, Advertising, and the Media, a Microsoft White Paper by Scott Taylor and Robin Laylin, January 2010

Master data is also called Master reference data. This is to avoid confusion with the usage of the term Master data for original data, like an original recording (see also: Master Tape). Master data is nothing but unique data, i.e., there are no duplicate values.

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