Why are Analyst Rankings Behind the MDM Market Dynamics?

From time to time, analyst firms publish market reports that include their opinion and ranking of the vendors/solution providers in a specific market, such as Master Data Management (MDM).

Reading such reports, it strikes me that the rankings often do not seem to be in line with what is going in the market, especially when you consider market positioning, demand and technological developments.

One example was touched on in my post “The Latest Constellation Research MDM Shortlist” where the analyst firm in question seemed to take a long time to understand that Oracle had left the MDM market.

Gartner’s Magic Quadrant reports are generally the most popular; their rankings often appear in corporate PowerPoint decks when businesses want to evaluate and select the right MDM solution that fits their needs.  And yet, I would argue that Gartner is more conservative in its approach.  For example, it took Gartner a long time to abandon the notion that there was a separate customer MDM and product MDM enterprise-level market, as I examined in my post “Who will become Future Leaders in the Gartner Multidomain MDM Magic Quadrant?

You’ll notice that the magic quadrant from 2017 had a very limited number of market players on it; it excluded several vendors who offer MDM via cloud subscription models who are now recognised as key players and who, in hindsight, should have been included on many shortlists back then.

So, when the next Gartner Magic Quadrant for MDM is published (currently scheduled for the end of November 2020, though I hear it may be pushed to January 2021), I would always recommend you take a look at who is not included as well as those who are, and ask yourself what information has led Gartner to rank the vendors the way they have.

In that sense, Gartner’s thoroughness can often work against them as a lot of the data used in the upcoming report will be from 2019.  Also, you should be aware that customer feedback is given by those who made the decision to implement a specific solution; I often hear a number of differing opinions from people across a business when they evaluate MDM solutions.

It’s also interesting to note how analyst firms differ between them.  Examples from the world of MDM include a dysfunctional relationship between Forrester and Informatica as well as between Gartner and IBM, and how Forrester, opposed to Gartner, has a much more favourable assessment of a new kind of MDM provider like Reltio.

Disclosure: I recently worked with Reltio on a webinar and a white paper.

Forrester’s Latest View on the MDM Market

Generic rankings of vendors on a market, like the Master Data Management (MDM) market, are in my eyes not very useful.

So, it is relieving that the recent Now Tech report format from Forrester does not do that.

The Now Tech: Master Data Management, Q4 2020 from Forrester was published last month. In here the vendors are grouped by size and some key selection criteria are stated for each vendor. This include:

  • Deployment mode which in Forrester lingo are functional segments covering public cloud, multi-cloud, on-premise and SaaS.
  • Geographic segments with percentage of revenue for North America, Latin America, EMEA (Europe/ Middle East/Africa) and APAC (Asia/Pacific).
  • Vertical market focus and sample customers.

You can access the report if you are a Forrester client or buy it from Forrester. Alternatively, you can have a free copy at the Prospecta site, as the MDO (Master Data Online) solution from Prospecta is included in the report. Link here.

Analyst MDM / PIM / DQM Solution Reports Update August 2020

Analyst firms occasionally publish market reports with a generic solution overview for Master Data Management (MDM), Product Information Management (PIM) and Data Quality Management (DQM).

Here is an overview of the latest major reports:

Analyst MDM PIM DQM reports

3 ways to learn more: 

  • You can check out many of the included solutions on The Disruptive MDM / PIM / DQM List.
  • You can get a free ranking that also include the rising stars on the solution market and is based on your context, scope and requirements here.
  • You can book a free short online meeting with me for further discussion on your business case as part of my engagement at the consultancy firm Astrocytia here.

Who is in the MDM Landscape Q2 2020?

The new Information Difference MDM Landscape is out.

MDM Landscape Q2 2020

Talend is not in the landscape this year, which is natural as Talend do not promote MDM anymore. Viamedici and Veeva is not in there as they were last year. This may, as discussed under the 2019 MDM Landscape with other vendors, be because they have declined to participate.

Recurring vendors are positioned quite like last year. As the vertical axis is technology, including customer satisfaction, and the horizontal axis is market strength, there still seems to be two main groups of vendors. Best-of-breed MDM with higher customer satisfaction and mega-vendors with not so high customer satisfaction.

Stibo Systems sits between these two groups according to this report. In my current work at the consultancy firm Astrocytia we have some engagements where we assist our clients in getting much more business benefit from MDM and thereby with these cases we strive to push Stibo Systems towards the top-right corner.

Gaining customer satisfaction, not at least with larger market strength, is dependent on both the capabilities of the MDM vendor and the approach from the consultancy firm that assist with the wider MDM strategy and implement the solutions.

Congrats to Datactics for Having the Happiest DQM Customers

The latest Information Difference Data Quality Landscape is out. The Data Quality Management (DQM) market is, based on the changes seen from last year, a stable market with little movement.

Information Difference DQ Landscape 2019 and 2020

Atacama and Active Prime have joined this year’s landscape and Pitney Bowes has left the market after the take over by Syncsort as reported in the post Syncsort Nabs Pitney Bowes Software Solutions.

The report also measures how happy the end customers are with the vendors: “The happiest customers based on this survey were those of Datactics, followed by those of Syncsort and Active Prime, closely followed by those of Innovative Systems and Melissa Data, then Experian. Congratulations to those vendors.”

Also, this time it strikes again that the mega vendors (IBM, SAP, Informatica) are not in this crowd.

Check out The Information Difference Data Quality Landscape Q1 2020 here.

No One MDM Solution Can Fully Satisfy All Current and Future Use Cases

The title of this post is taken from the Gartner Critical Capabilities for Master Data Management Solutions.

One implication of this observation is that you when selecting your solution will not be able to use a generic analyst ranking of solutions as examined in the post Generic Ranking of Vendors versus an Individual Selection Service.

Selection Model

This is the reason of being for The Disruptive MDM / PIM / DQM List.

Another implication is that even the best fit MDM solution will not necessarily cover all your needs.

One example is within data matching, where I have found that the embedded solutions in MDM tools often only have limited capabilities. To solve this case, there are best of breed data matching solutions on the market able to supplement the MDM solutions.

Another example close to me is within multienterprise (business ecosystem wide) MDM, as MDM solutions are focused on each given organization. Here your interaction with a trading partner, and the interaction by the trading partner with you, can be streamlined with a solution like Product Data Lake.

The PIM Market as Seen by IDC

The are not so many reliable market reports dealing with the Product Information Management (PIM) market. So, it is interesting that a new one from an acknowledged source has arrived.

IDC has published their first PIM MarketSpace report. As stated in the report: “Historically, PIM has been closely associated with master data management (MDM) software, which provides a central source of truth for product data. However, MDM applications, as they were originally conceived, have some shortcomings when it comes to supporting today’s digital commerce requirements.”

When ranking the vendors, IDC reached this result:

IDC Marketscape PIM 2019 20

You can, against your personal data, get a partial report from Akeneo and Salsify.

PS: You can learn more about some of the other solutions on The Disruptive MDM /PIM /DQM List.

When Can We Expect the Next Major MDM/PIM/DQM Market Report?

When selecting a solution for Master Data Management (MDM), Product Information Management (PIM) and Data Quality Management (DQM) buyers and their advisers are using the market reports from the acknowledged analyst firms operating in these markets.

The latest such ones are:

The publication schedule from the analyst firms can be unpredictable.

Information Difference is an exception. There have during the years every year been a Data Quality landscape named Q1 and published shortly after that quarter and an MDM landscape named Q2 and published shortly after that quarter. However, these reports are relying on participation from relevant vendors and not all vendors prioritize this scheme.

Forrester is quite unpredictable both with timing and which market segments (MDM, PIM, DQM) to be covered.

Gartner is a bit steadier. However, for example the MDM solution reports have been coming in varying intervals during the latest years. Let us see when the next ones are published and what news they bring.

MDM PIM DQM Solutions

PS: You can check out many of the included solutions on The Disruptive MDM / PIM / DQM List.

10 Data Management TLAs You Should Know

TLA stands for Three Letter Acronym. The world is full of TLAs. The IT world is full of TLAs. The Data Management world is full of TLAs. Here are 10 TLAs from the data management world that have been mentioned a lot of times on this blog and the sister blog over at The Disruptive MDM / PIM / DQM List:

MDM = Master Data Management can be defined as a comprehensive method of enabling an enterprise to link all of its critical data to a common point of reference. When properly done, MDM improves data quality, while streamlining data sharing across personnel and departments. In addition, MDM can facilitate computing in multiple system architectures, platforms and applications. You can find the source of this definition and 3 other – somewhat similar – definitions in the post 4 MDM Definitions: Which One is the Best?

PIM = Product Information Management is a discipline that overlaps MDM. In PIM you focus on product master data and a long tail of specific product information related to each given classification of products. This data is used in omni-channel scenarios to ensure that the products you sell are presented with consistent, complete and accurate data. Learn more in the post Five Product Information Management Core Aspects.

DAM = Digital Asset Management is about handling rich media files often related to master data and especially product information. The digital assets can be photos of people and places, product images, line drawings, brochures, videos and much more. You can learn more about how these first 3 mentioned TLAs are connected in the post How MDM, PIM and DAM Stick Together.

DQM = Data Quality Management is dealing with assessing and improving the quality of data in order to make your business more competitive. It is about making data fit for the intended (multiple) purpose(s) of use which most often is best to achieved by real-world alignment. It is about people, processes and technology. When it comes to technology there are different implementations as told in the post DQM Tools In and Around MDM Tools.

RDM = Reference Data Management encompass those typically smaller lists of data records that are referenced by master data and transaction data. These lists do not change often. They tend to be externally defined but can also be internally defined within each organization. Learn more in the post What is Reference Data Management (RDM)?

10 TLA show

CDI = Customer Data Integration, which is considered as the predecessor to MDM, as the first MDMish solutions focussed on federating customer master data handled in multiple applications across the IT landscape within an enterprise. You may ask: What Happened to CDI?

CDP = Customer Data Platform is an emerging kind of solution that provides a centralized registry of all data related to parties regarded as (prospective) customers at an enterprise. Right now, we see such solutions coming both from MDM solution vendors and CRM vendors as reported in the post CDP: Is that part of CRM or MDM?

ADM = Application Data Management, which is about not just master data, but all critical data however limited to a single (suite of) application(s) at the time. ADM is an emerging term and we still do not have a well-defined market as examined in the post Who are the ADM Solution Providers?

PXM = Product eXperience Management is another emerging term that describes a trend to distance some PIM solutions from the MDM flavour and more towards digital experience / customer experience themes. Read more about it in the post What is PxM?

PDS = Product Data Syndication, which connects MDM, PIM (and other) solutions at each trading partner with each other within business ecosystems. As this is an area where we can expect future growth along with the digital transformation theme, you can get the details in the post What is Product Data Syndication (PDS)?

Data Quality Tool Market Musings

There is a market for data quality tools and most of the tools on this market have been operating since before year 2k either still by an independent data quality tool provider or now as part of a data management suite.

The prominent market reports telling about the market with generic ranking of the solutions are from Gartner and Information Difference (and earlier on from Forrester, who though have not published a report on data quality tools for years now).

The latest Gartner report from March 2019 was examined in the post Data Quality Tools are Vital for Digital Transformation. Information Difference has their report available here: The Data Quality Landscape – Q1 2019.

As told in the post DQM Tools In and Around MDM Tools there are three main ways of providing Data Quality Management (DQM) capabilities: As an independent data quality tool, as part of a data management suite or inside an MDM platform. The data quality tool market reports encompasses the first two of three options (while the MDM solution market reports encompasses the latter two of three).

DQ Tool Market

The data quality tools represented in the above-mentioned DQ markets reports are:

  • Informatica, who acquired the veteran DQ service SSA-Name3, Similarity Systems and other DQ services, now part of the Informatica data management suite
  • Experian, who acquired among others veteran DQ service QAS and also offers other solutions mainly related to credit check and fraud prevention
  • Syncsort, who acquired veteran DQ service Trillium, recently also Pitney Bowes and also have some other data management services
  • IBM, who acquired DQ services as Ascential now being part of a data management suite with several overlapping services
  • SAP, who bought several DQ services now being part of the huge ERP/data management suite
  • SAS Institute, who acquired Dataflux that now is part of the BI focused suite
  • Talend, as part of a data management suite
  • Oracle, who acquired veteran DQ service Datanomic and other DQ services now being part of the ERP/data management suite
  • Information Builders, as part of a data management and BI suite
  • Ataccama, together with MDM services
  • Melissa, a veteran company in DQ
  • Uniserv, a veteran company in DQ
  • Innovative, a veteran company in DQ
  • Datactics, a veteran company in DQ
  • MIQsoft
  • RedPoint Global
  • BackOffice Associates, as part of a data governance focused solution

However, there are a lot of other data quality tools on the market.

PS: If you represent a vendor providing DQM capabilities as an independent data quality tool, as part of a data management suite or inside an MDM / PIM solution, you are welcome to register your solution on The Disruptive MDM / DQM List here.