If you are an organization seeking to improve the quality of the data in your business systems, begin by automating the creation of Golden Records. What is a Golden Record? A Golden Record is the most accurate, complete and comprehensive representation of a master data asset (i.e. Customer, Product, Vendor). Golden Records are created by pulling together incomplete data about some “thing” from the systems in which they were entered. The System of Entry for a customer record may be a Customer Relationship Management (CRM) or Enterprise Resource Planning (ERP) system. Having multiple systems of entry for customer data can lead to poor quality of customer master data – even giving your employees bad information to work off of.But why not simply integrate the CRM and ERP systems, so that each system has the same information about each customer? In theory, this is a perfect solution; in practice, it can be difficult to achieve. Consider these problems:
- What if there are duplicate records in the CRM? Should two records be entered into each ERP? Or the reverse: what if one CRM customer should generate two customer in the ERP (each with different pricing terms, for example)?
- What if one or more ERP systems require data to create a record, but that data is not typically (or ever) collected in the CRM? Should the integration process fail, what will be the remediation process?
- What if one of your ERP systems cannot accommodate the data entered in CRM or other systems? For example, what if one of your ERP systems cannot support international postal codes? Are you prepared to customize or upgrade that system?
There are many more compatibility issues that can occur. The more Systems of Entry you must integrate, the more likely you are to have many obstacles standing between you and full integration. If your business process assumptions change over time, the automated nature of systems integration itself can become a source of data corruption, as mistakes in one system are automatically mirrored in others.Golden Record Management, by contrast, offers a significantly less risky approach. Golden Records are created in the Master Data Management (MDM) system, not in the business systems. This means that corrections and enhancements to the master data can be made without impacting your current operations.
6 Steps to Create Golden Records
At a high level, the process of creating Golden Records looks like this:
- Create a model for your master data in the master data management system. This model should include all the key attributes MDM can pull from Systems of Entry that could be useful to creating a Golden Record.
- Load data into the model from the variety of SOE’s available. These can be business systems, spreadsheets, or external data sources. Maintain the identity of each record, so that you know where the data came from and how the SOE identifies it (for example, the System ID for the record).
- Standardize the attributes that will be used to create clusters of records. For Customers and Vendors, location and address information should be standardized.
- If possible, verify attributes that will be used to create clusters of records.
- Create clusters of records, by Matching key attributes, to create groups of master data records. The cluster identifier will be the Golden Record identifier. You can also think of this in terms of a hierarchy. The Golden Record is the Parent and the source records are the Children.
- Populate the Golden Record, created in MDM, with attributes from the records in its cluster (the source data). This final step, called Survivorship, requires a deeper understanding of how the source data was entered than the previous five steps. We want to create a Golden Record that contains all the best data. Therefore, we need to make some judgements about which of the SOE’s is also the best System of Record for a given attribute (or set of attributes).
Great! We’ve consolidated our master data, entered from a variety of systems, into one system which also contains a reference to a parent record, called the Golden Record. This Golden Record is our best representation of the “thing” we need to understand better.But wait! The systems of entry, the systems your business USES to operate, have not been updated. Can you still take advantage of these Golden Records?The answer is “yes” – you can take advantage of the Golden Records in two ways:
- As the basis for reporting, because each Golden Record is also a “roll-up” of real system records that are referenced by orders, returns, commissions, etc. Golden Records provide a foundation for consistent Enterprise Reporting.
- As the basis for data quality improvements in each system of entry, assuming these systems can import a batch of data and update existing records that match a system ID.
These benefits of Golden Records are gained without the high risk and high costs that come with systems integration. Further, if you have modeled your master data correctly, it is possible to automate the data quality benefits of Golden Records Management, by updating these systems in real-time.