Stop guessing who your customers are. See them in full 360°.
Your analytics and AI projects are only as good as the data they are based on. As a certified Platinum Partner Informatica, we build foundations for modern Customer Experience based on Master Data Management (MDM). We organize the chaos in silos, creating a single, reliable source of truth – Single Customer View.
360°
Customer View
CRM
ERP
AI
GDPR
KYC
NPS
We provide solutions based on technologies from world leaders
Just 14% of organizations achieved a full 360° customer view - although 82% of respondents declare that they are still striving for this.
(Gartner, "Customer Data Survey", 2021)
Customer360 (also known as Single Customer View) is a unified, complete customer profile - called Golden Record - created by consolidating data from all the organization's systems: CRM, ERP, e-commerce, call center and marketing. Master Data Management (MDM) is the technology and processes that build, maintain and distribute this profile in real time to every system in the organization.
Without MDM, the same customer can exist as 5 different records in 5 systems - with different name, address and purchase history.
Turn data chaos into customer loyalty.
See how Master Data Management (MDM) turns scattered, incomplete records into one, reliable Golden Record Customer.
DATA CONFIDENCE
80 %
From data silos to intelligent relationships.
40 %
Companies that make the best use of personalization achieve greater revenue from personalization activities.
McKinsey & Company, "The value of getting personalization right-or wrong-is multiplying", 2021
76 %
consumers feel frustrated when a company does not offer personalized interactions despite having their data.
McKinsey, "Unlocking the next frontier of personalized marketing", 2025
3,1 trillion USD
Bad data costs the US economy every year – in the form of bad decisions, lost sales, and duplicate work.
IBM Research / Gartner, "The Cost of Poor Data Quality", 2023
Transformations we have implemented for market leaders.
BNP Paribas
Distributed B2B and B2C institutional data.
Result:
Central customer database, consistent onboarding and significant improvement in data governance thanks to Informatica MDM.
Alior Bank
No central place for verifying relationships under GDPR.
Result:
Faster identity verification and 100% control over sensitive data (PII).
Santander Bank
Consolidation of 50 legacy systems.
Result:
Clear customer and product identification and full consistency of master data management.
Results of global implementations Informatica MDM:
40 %
Takeda achieved productivity growth after consolidating distributed MDM environments and modernizing data in Informatica - which accelerated the development of therapy and the use of AI
Informatica, “Takeda modernizes data to the cloud with Informatica”, January 2025, XNUMX
50 %
Increased data reliability and 2000 man-hours saved annually - Dallas County standardized 4,5 million citizen records
Informatica, Dallas County Modernizes Public Health, 2025
34 %
MDM customers achieve lower operating costs Informatica MDM SaaS compared to previous solutions.
Nucleus Research, "Informatica: Reducing TCO with MDM modernization”, 2024
Technology Informatica MDM in practice.
Entity Resolution
Intelligent record merging (is J. Kowalski actually Janusz Kowalski?).
Match & Merge
Algorithms that determine the highest reliability of source data.
Date Lineage
Track the full origin of every customer piece of information.
How do you create your "One Version of the Truth"?
Discovery
Mapping silos and defining key attributes.
Identity Resolution
Intelligent record stitching into Golden Record.
Quality Gate
Automatic data validation and cleansing at the source.
Stewardship
Implementation of data custodian and change control roles.
Distribution
Publishing clean data to CRM, ERP and analytics in real time.
"We are designing an architecture of trust. The key benefit of Customer 360 is that organizations stop seeing account numbers and start seeing people. This is the only way to safely scale AI in business."
Konrad Mokrzański
Presales Manager & Architect, Integral Solutions
Foundations: People – Processes – Technology
Sustainable data management requires a balance of three pillars.
Team
We define the roles of data owners and data stewards. We bridge the gap between IT and business to ensure clear responsibility for client data.
Procurement
We implement naming standards and change acceptance workflows to ensure that data quality is not a one-time project, but a permanent habit within the organization.
Technology
We take advantage Informatica Intelligent Data Management Cloud (IDMC) – a global leader in the Master Data Management category.
Benefits for your team
Marketing / CRM
Consistent segments and precise targeting – no more wasting budget on duplicates.
Sales
One customer card with full history, higher cross-sell and faster account qualification.
Customer service
Full context of the relationship available immediately, shorter conversation times and no annoying questions about the same data.
Personalized marketing can reduce customer acquisition costs by up to 50% and increase revenue by 5–15%.
McKinsey & Company, “What is personalization?”, 2023
Improving customer experience can translate into a 1,5x increase in revenue. Increasing customer retention by 5% can increase profits by 25–95%.
Forrester, "Forrester's Total Experience Score – Measure Brand & CX, Together", 2025
We sort out the concepts: MDM vs CRM vs CDP.
Master Data Management
The "brain" of data. It stabilizes identity and powers systems with pure truth. It's a foundation, not an application.
Customer Relationship Management
A conversation and sales tool. Uses MDM to prevent duplicates from being seen by the salesperson.
Customer Data Platform
A marketing and activation engine. Requires consistent identity with MDM to effectively personalize communications.
Criterion
MDM / Customer 360
CRM
CDP
Sky
Golden Record - the only source of truth about the customer
Relationship management and sales pipeline
Segmentation and activation in marketing channels
Data coverage
All systems: CRM, ERP, billing, e-com
Mainly sales and contact details
Mainly behavioral and marketing data
Update
Real-time, automatic
Manually or via integration
Batch or real-time (depending on the tool)
Role in architecture
Foundation - powers all systems
Application - uses data
Application - uses data
GDPR / Compliance
Centralized consent and PII management
Limited
Limited
Example
Informatica MDM
Leading CRM platforms: Salesforce, HubSpot, Dynamics
CDP Platforms
360 view tailored to your industry
Finances
Real-time KYC, fraud detection and a complete view of the customer's relationship with banking products.
Retail
Omnichannel Experience – a consistent customer purchasing history online and offline.
Pharmaceuticals
Physician (HCP) data management and full control over data quality throughout the product lifecycle.
Public
Digital services available immediately thanks to the integration of registers and unambiguous identification of citizens.
Frequently asked questions
The Golden Record is a living, constantly updated customer profile in the MDM system—it's not a static report generated on demand. It's created by automatically combining and deduplicating data from multiple systems (CRM, ERP, e-commerce) using Match & Merge algorithms. The report is a snapshot of data at a specific point in time; the Golden Record is the single, authoritative source of customer truth, feeding all connected systems in real time.
Nie - Informatica MDM It acts as a middleware (hub) between existing systems, not as a replacement. CRM, ERP, marketing, and e-commerce systems remain in place. MDM extracts data from these systems, cleanses it, deduplicates it, and returns a clean Golden Record to each system individually. Implementation does not require migration or replacement of any existing software.
We use a three-tiered approach: (1) Quality Gate - automatic validation and rejection or quarantine of records that do not meet quality rules, even before they enter the Golden Record; (2) Data Stewardship - designated Data Stewards review and resolve exceptions requiring human decision-making; (3) Lineage - the full origin path of each piece of information, so we always know which system was the source of the error and can fix it at the source.
One customer profile - the foundation for personalization, service and automation.
Data Governance and Data Quality
The Golden Record requires rules. Data Governance defines standards for quality, deduplication, and GDPR compliance – without which MDM produces standardized, yet still erroneous, data.
Product 360 and PIM
Together, a complete customer view and a complete product view form the foundation for personalization at scale. Integrating MDM with PIM allows you to tailor product offerings to your customer's individual profile and purchasing history.
Application Integration and API Management
Golden Record requires data from CRM, ERP, e-commerce, and call centers simultaneously. iPaaS ensures real-time data flow to MDM and distribution of Golden Record back to each system.
AI Agents and Automation
An AI agent in customer service is only accurate when it has access to a current profile. Customer 360 provides agents with context: purchase history, consents, preferences, and open cases – in real time.
Advanced Data Analytics
A complete customer profile is the foundation of predictive models: churn prediction, next-best offer, and behavioral segmentation. Without Customer 360, analytics operate on fragments, not the full picture.
Applications and Low-code (Mendix)
Based on the Golden Record, you can build dedicated customer portals, sales applications and 360° dashboards in Mendix - without building them from scratch in code and without waiting months for delivery.
72 billion USD
This is how much the global MDM market is expected to be worth in 2034 - an increase from USD 18,63 billion in 2025 - CAGR 16,30%
Informatica was identified as a global leader in Cloud Master Data Management in the Gartner Market Share 2024 report, achieving a 24% market share.
Fortune Business Insights, "Master Data Management Market Size, Share | Forecast [2034]", 2026 · Informatica, "Informatica Ranked #1 in Cloud Master Data Management in 2024 Gartner Market Share Report, 2025
Ready to get your customer data in order?
Tell us how many systems your data currently lives in. Our architects will prepare a preliminary 360 View architecture concept for you.