Master Data Management (MDM) is increasingly being about supporting systems of engagement in addition to the traditional role of supporting systems of record. This topic was first examined on this blog back in 2012 in the post called Social MDM and Systems of Engagement.
The best known systems of engagement are social networks where the leaders are Facebook for engagement with persons in the private sphere and LinkedIn for engagement with people working in or for one or several companies.
But what about engagement between companies? Though you can argue that all (soft) engagement is neither business-to-consumer (B2C) nor business-to-business (B2B) but human-to-human (H2H), there are some hard engagement going on between companies.
One of the most important ones is exchange of product information between manufacturers, distributors, resellers and large end users of product information. And that is not going very well today. Either it is based on fluffy emailing of spreadsheets or using rigid data pools and portals. So there are definitely room for improvement here.
At Product Data Lake we have introduced a system of engagement for companies when it comes to the crucial task of exchanging product information between trading partners. Read more about that in the post What a PIM-2-PIM Solution Looks Like.
I stumbled upon an article from yesterday by Bryan Kramer called There is no more B2B or B2C: It’s Human to Human, H2H.
The article is about the implications for marketing caused by the rise of social media which now finally seems to eliminate what we have known as business-to-business (B2B) and more or less merges B2B and business-to-consumer (B2C).
As discussed here on the blog several times starting way back in 2009 in the post Echoes in the Database a problem with B2B indeed is that while business transactions takes place between legal entities a lot of business processes are done between employees related to the selling and buying entities. You may call that employee-to-employee (E2E), people-to-people (P2P) or indeed human-to-human (H2H).
Related to databases, data quality and Master Data Management (MDM) this means we need real world alignment with two kinds of parties:
While B2B and B2C may melt together in the way we do messaging the distinction between B2B and B2C will be there in many other aspects. Even in social media we see it as for example two of the most used social networks being FaceBook and LinkedIn clearly belongs mainly to B2C and B2B respectively for marketing and social selling purposes.
The different possibilities with B2B and B2C in the H2H world was touched in an interview on DataQualityPro last year: What are the Benefits of Social MDM?