Prática de Shadowing: What is Master Data Management? MDM Explained for Beginners - Aprenda a falar inglês com vídeo
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Up on the screen here, I have an example of one customer, Priya Sharma, as three systems know her, where your CRM has her at 14 Elm Road in Leeds,
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billing calls her P Sharma and sends her invoices to 3 Canal Wharf, and support has her in her email that no other system has seen.
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And each record was correct the day that someone typed it in, so which one is true?
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That's where a whole discipline exists to answer that question, and that's what we're going to be talking about today so
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that you'll be able to decide whether records like this are one person then build the one record
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that everyone should trust field by field
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and this discipline is called master data management
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so the records here are all made up right nine of them across three systems built
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so every count on screen can be checked by hand
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so just you know illustrative for the purpose of this
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and not going to compare vendors or you know what MDM program to choose
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but I want to give you the definition of what is master data management
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and how can you start implementing it in your day -to -day
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so the dictionary definition of master data management is just the
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practice of keeping one trusted record for every important business entity
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and then mapping every system's copy back to that trusted record
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and the trusted record is you know something like the golden record right uh
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and say mapping every copy back to it though is the piece
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that a lot of people will forget about um you know
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everyone has knows the concept of hey you have one gold standard but with, you know, programmatic controls, you actually can map everything back to that gold standard.
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And that matters because it means that, you know, no system is going to delete its own customer table.
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So what counts as master data?
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There's a textbook, the DAMA Data Management Body of Knowledge,
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which defines it as data about the business entities that provide context for business transactions.
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So customers, products, suppliers, employees, locations, the nouns, the business.
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And then they have another term, which is the transactional data, which are the verbs, the orders, payments, tickets, page views.
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Each one of those belongs to the system that recorded it.
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And then all of those, you know, each point at master data.
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So reference data is also the small agreed list like country codes, which DAMA groups with master data because both are shared.
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And so a quick test is, is it shared by more than one system
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and do transactions point it right and so an order lives in one system
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and the customer in that order that lives in all of them
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and that's where the trouble starts so you know
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if it is only in one system
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and it's just referencing the data there then you know it's probably just a transactional uh piece of data but
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if it's across a bunch of different systems then that's where
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you're going to have the problem of dealing with master data
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so then today nobody plans to have you know something like nine records for four people, right?
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A merger brings in a second CRM.
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Maybe, you know, every team bought a SaaS tool with its own customer table
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or customers signed up once with a work email and then again with a personal one.
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And so in this example, right, you count the rows, you get nine, you got distinct email addresses, which is a typical trick, you know, people look for for uniqueness.
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I mean, even after you lowercase all of them, you're only getting six unique email addresses.
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And the true answer is that there are just four people contained within this data set of nine rows.
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Priya and Tom appear three times each and two different people called Okafor share one address.
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So which number goes in the board report?
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Marketing emails, Priya two addresses and sales
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and finance can never agree on a customer account
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and support can't see that the caller has an unpaid invoice because billing filed under P.
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Sharma.
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And none of these systems are wrong.
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The problem exists only between them, right?
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We need to reconcile data from all those different teams
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because no single team owns it and so the first job is describing
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and deciding which job records describe the same person and then
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that turns out to be a search problem
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and that's where we start with the first piece of MDM
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so MDM works to solve this problem in three moves
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and matching is the first one and it comes in two flavors
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and a lot of systems will use both of them
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and the first one is deterministic matching which means exact rules
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so the same email address lowercase and trimmed means the same person, it's fast, it's really wrong when it fires, and Priya's CRM record and her billing record share an email,
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so that pair is settled, but the trouble is everything those exact rules misses.
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And so her support record actually is a different email, and Tom Fletcher's billing record calls him Thomas and uses another email entirely, and to an exact rule, those are strangers.
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So that's where probabilistic matching scores the evidence instead, field by field, and And here, Priya is billing record against her support record with illustrative weights.
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So surname agrees, that's plus four.
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First name is only an initial, plus one.
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Same street, plus three.
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Same postcode, plus two.
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Different email, minus one, because people have more than one typically.
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And that's nine, a combined score of nine, and let's say we have a rule that says eight or more is a match, below four is not, and anything in between that gets manually reviewed.
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So now you have a case where that makes scoring worth the effort.
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for Sarah Okafor and Sam Okafor, who share a surname and a home address, postcode included, but not a first name or an email.
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So the different first name costs three points and they score five.
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And a rule like same surname and same address would have merged them without asking.
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Instead, the score sends them to a data steward because they're in that gray area four to eight, which is the person who accountable for the data, who knows a household when they see one, right?
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This is pretty obviously a married couple.
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And Realtools don't handpick those points.
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Splink, an open source library, uses a model from a 1969 paper that learns each weight from your data.
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How often a field agrees between true matches against how often it agrees by coincidence.
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And it also adjusts for how common a value is.
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So sharing a rare surname counts for more than sharing Smith.
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And then there's the cost as well, right?
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Comparing every record with every other one grows with the square of the row count.
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And a million records gives you about 500 billion pairs.
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So you block.
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So you only compare records that share something cheap to catch, like a postcode or an email.
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And the catch is that a pair sharing no blocking key is never compared at all, which is also why you run more than one blocking rule.
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So Priya's three records are now one person carrying two spellings of her name
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and two home addresses and something has to pick now.
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So we have to decide, hey, what is going to be the true home address?
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So now the second piece of MDM is merging.
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Its rules are called survivorship rules because they're going to decide
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which value survives into the golden record
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and survivorship works one field at a time
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so you keep one whole record instead
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and you lose something whichever one you pick right
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and the crm record has no phone number
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and the newest record carries a support desk email
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that nothing else uses so here each field gets its own rule
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and here are four of the common ones source trust makes one system the authority for a field
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and here the crm owns name
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so the golden name is priya sharma rather than p sharma frequency takes the value most records agree on, and priya .sharmatexample .com appears in two of the three.
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Regency takes the newest value.
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Her support record changed on 15th of September, 2025.
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So the address is 3 Canal Wharf.
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Completeness takes whatever value actually exists.
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Only billing has the phone number.
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So 07700900461 goes in.
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And then that's the golden record, right?
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One row that no single source had held that we can bind from all the different sources of truth.
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And so if we look at the email again, right, frequency would have picked the address that two systems share and recency would have picked the one only the support system knows.
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And neither answer is technically wrong.
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Instead, which rule governs which field is just a business decision with an owner, right?
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It's just something you have to decide and, you know, hey, there are the trade -offs there.
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And that's where data governance comes in.
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And then the third, which is the third move, right?
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So every source ID gets written into a cross -reference table that points at a master ID.
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So C1042, B77810, and S3391 all point at M0001, and that's that golden PRIA record.
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And so that table is then what lets one report join all three systems on a single customer, pulling from all those different source systems,
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which raises the question of where does that golden record actually live?
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And how do people like billing actually see it when it comes time to check?
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So to answer that question, there's really four different main implementation styles.
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And that's really what differs between MDM systems is where that result lives.
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And so the vendor guides, Informatica and Stevo systems among them, describe four styles.
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And two questions really separate them.
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Is the golden record stored?
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And is it written back into the source systems?
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And that gives you a matrix of four different options here.
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So registry is the lightest where the hub stores the cross reference table
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and the match results and assembles the golden record on request
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and nothing is written back so billing still says psharma and
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because no source system gets touched it's a low risk place
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to start then consolidation adds one thing where it stores the
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golden records in a hub usually to feed reporting in the warehouse
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and the sources stay untouched so your board report can agree with itself
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while the support desk still can't see that invoice and coexistence goes even further and publishes the golden record back.
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So billing gets corrected to Priya Sharma.
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The sources can still edit their own copies.
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So changes flow in both directions and the hub has to reconcile them, which is where the complexity lives here.
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And then centralized is the far end where the hub becomes the system of record.
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And there, new customers get created there.
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Every other system subscribes to it.
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And this buys the strongest consistency and also demands the biggest change
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because every application that used to create customers now has to stop.
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And so the styles really run from read -only to fully in charge.
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so now let's run through the all three moves over all those nine records
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so now i'm going to run through kind of the entire example um from start to finish right
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so let's say those same nine records right that's going to give us 36 possible pairs
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and that we're then going to block on two rules same postcode or same email.
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The postcode rule will yield five pairs, and the email rule yields three.
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And Sarah's two records turn up under both, so seven pairs get compared, the other 29 never need to.
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Send three of the seven, share an email, and settle on the spot.
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And then of the four that get scored, Priya's pair and Tom's pair match at nine and ten.
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And both Sarah against Sam pairs score five and go to review, where the steward will then keep them apart.
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And that leaves five matched pairs.
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And the next step is where matches get grouped in the clusters by following the links.
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Priya's CRM record and support records were never compared because they shared neither a postcode nor an email, and they still open the same cluster because each one matches her billing record.
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So then those five matches collapse into four clusters, which become four golden records.
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M01 for Priya, M02 for Tom, 3 for Sarah, M4 for Sam, and the cross -reference table then gets nine rows, one per source record.
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However, chaining will cut both ways.
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Had Sam wrongly scored eight or more against either of Sarah's records, he would have been pulled into her golden record and every report downstream would count two people as one.
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So that's the entire mechanism.
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So where is it going to show up in the wild, when not just in a whiteboard in that conceptual session?
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So you'll mostly see MDM take two forms in the wild.
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The first is a commercial MDM suite, Informatica, Relto, Stebo Systems, Prophecy all sell one with matching and survivorship built in,
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plus review queues for stewards.
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And that's usually what someone senior means by we need MDM.
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The second is MDM Lite, which is built by the data team itself.
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So source tables land in the warehouse, DBT models clean them up, an entity resolution library like Splink does the matching, and more DBT models apply survivorship and build a cross -reference table.
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And Splink comes from the UK Ministry of Justice under an MIT license and runs on DuckDB or Spark.
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And then MDM also sits next to two other topics I've covered.
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Governance, you know, who owns the customer entity and who signs off a survivorship rule and data catalog records, which system is the source of truth for which field.
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So now what are people going to commonly get wrong though when they try to implement MDM on their own?
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So the first wrong thing to think is that the MDM is just a tool you buy.
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The suite will do the matching, but someone's told to decide that the CRM owns names and
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that Sam and say are two people and there's no license that's going to make those decisions for you.
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The second is that MDM is the data warehouse.
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A warehouse stores history for analysis, while MDM decides which records are the same thing.
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Consolidation can feed a warehouse, but coexistence and centralize right back into operational systems, which a warehouse never does.
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The third is that MDM and data governance are the same thing.
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Governance sets the rules and names the owners, and MDM is one of the places those rules get executed.
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A survivorship rule is a governance decision just running as code.
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The last one is that once a golden record exists, you're done.
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New signups arrive every day and Priya will move again.
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So matching and survivorship keeps running and the stewards review queue is going to keep filling.
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So it's really an ongoing system.
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So that's everything I have for you today.
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Just to kind of recap, master data management keeps one trusted record for every important business entity and maps every system's copy back to it.
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And both halves of that should mean something to you matching decides
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which records describe the same thing with exact rules where they work
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and scored evidence where they don't blocking keeps that affordable
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and survivorship builds the golden record one field at a time
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and the cross -reference table points every source id adding master id the implementation style only decides where
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that record lives and whether it gets written back
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so for priya the answer to the opening question is m1
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the name her crm holds the email two systems agree on her newest address
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and the only phone number anyone ever had and Obviously, there are limits to this.
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Matching is going to make mistakes in both directions, so merging a household or missing someone who moved, and the threshold only chooses which mistake you'd rather make.
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Survivorship rules are policy, and that needs an owner, and those nine records are also built to be checkable.
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Real data is a lot messier, and real numbers are only going to come from real runs, so try this out for yourself.
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Maybe do a little pilot for MDM and see if it actually helps you out.
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But I hope you enjoyed this video.
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I hope you learned something.
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Have a great rest of your day.
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Daddy I out.
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Vocabulário e dicas de fala para esta lição
Este vídeo tem 206 frases e 2807 palavras para praticar shadowing. A fala dura 14:01. O falante fala rápido, cerca de 200 palavras por minuto, então espere sons ligados e reduzidos. 84% das palavras estão entre as 3.000 mais comuns do inglês; vale a pena estudar o restante antes de começar.
Vocabulário principal deste vídeo
15 palavras do vídeo que vale a pena aprender, com pronúncia e significado:
| Palavra | Pronúncia | Significado |
|---|---|---|
| warehouse substantivo | /ˈwɛə(ɹ)haʊs/ | armazém |
| entity substantivo | /ˈɛn.tə.ti/ [-tʰi] | entidade |
| governance substantivo | /ˈɡʌvəɹnəns/ | governança |
| compare verbo | /kəmˈpɛɚ/ | comparar |
| cluster substantivo | /ˈklʌstɚ/ | aglomeração, aglomerado |
| merge verbo | /mɝd͡ʒ/ | unir, convergir |
| household adjetivo | /ˈhaʊshoʊld/ | familiar |
| desk substantivo | /dɛsk/ | escrivaninha, carteira |
| settle verbo | /ˈsɛtəl/ | resolver |
| frequency substantivo | /ˈfɹiːkwənsi/ | frequência |
| implementation substantivo | /ˌɪmplɪmənˈteɪʃən/ | implementação |
| discipline substantivo | /ˈdɪsəplɪn/ | disciplina |
| transaction substantivo | /tɹænˈzækʃən/ | transação |
| implement verbo | /ˈɪmpləmənt/ | implementar |
| suite substantivo | /swiːt/ | conjunto, leque |
Phrasal verbs que você vai ouvir
| Palavra | Pronúncia | Significado |
|---|---|---|
| make up verbo | /ˌmeɪk ˈʌp/ | compensar |
| sign off verbo | desconectar, autorizar | |
| sign up verbo | subscrever | |
| turn up verbo | aparecer |
Gramática neste vídeo
As estruturas que o falante mais usa, com as palavras exatas do vídeo:
| Estrutura | No vídeo |
|---|---|
| Voz passiva be + particípio passado — o foco está no que acontece, não em quem faz | is called · can be checked · are shared |
| Orações relativas who / which + oração — informação extra sobre uma pessoa ou coisa | term, which is · addresses, which is · matching which means |
| Present perfect have/has + particípio passado — uma ação passada que ainda importa agora | has seen · I've covered |
Pronúncia para ficar de olho
O falante usa 16 contrações e formas reduzidas, como you're, can't, don't. Diga-as na forma curta, do jeito que você ouve.
- Os sons de “sh” e “zh”: implementation /ˌɪmplɪmənˈteɪʃən/, transaction /tɹænˈzækʃən/, consolidation /kənˌsɑləˈdeɪʃən/, operational /ˌɑ.pəˈɹeɪ.ʃə.nəl/, publish /ˈpʌblɪʃ/
- Palavras longas — acerte a sílaba tônica: entity /ˈɛn.tə.ti/ [-tʰi], implementation /ˌɪmplɪmənˈteɪʃən/, consolidation /kənˌsɑləˈdeɪʃən/, mechanism /ˈmɛk.ə.nɪ.zəm/, affordable /əˈfɔɹ.də.bəl/
Como praticar com este vídeo
- Ouça o vídeo inteiro uma vez sem falar e anote as palavras que você não conhece.
- Comece na velocidade 0,75×, faça shadowing frase por frase e volte à velocidade normal quando ficar fácil.
- Grave a sua voz e compare com o original, prestando atenção a palavras como warehouse, entity, governance.
O que é a Técnica de Shadowing?
Shadowing é uma técnica de aprendizado de idiomas com base científica, originalmente desenvolvida para o treinamento de intérpretes profissionais. O método é simples, mas poderoso: você ouve áudio em inglês nativo e repete imediatamente em voz alta — como uma sombra seguindo o falante com 1-2 segundos de atraso. Pesquisas mostram melhora significativa na precisão da pronúncia, entonação, ritmo, sons conectados, compreensão auditiva e fluência na fala.