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11:15 - 12:00 Lalit AgarwalSachin WadhwaScott Buckles


KEYNOTE: Operational MDM + Unstructured Customer Data = "True" C360


Lalit Agarwal
IT Sr. Manager - Master Data Management, Dell

Sachin Wadhwa
Chief Operating Officer and Co-Founder, InfoTrellis Inc.

Scott Buckles
Business Unit Executive - North America Information Integration, IBM


Session Description

Dell is one of the early adopters of an MDM strategy … even before MDM became renown as a business/IT strategy. Since its first in-house MDM system (2002), Dell has come a long way in its MDM offerings and currently hosts an MDM system that houses close to 2B records with a daily churn of 1M+ records.  Dell deployed its first 3rd party MDM product, Initiate Systems, in 2008 and subsequently upgraded its MDM solution to IBM Advanced Edition in 2013.  Currently, the Dell MDM group is building a C360 solution to bring together the customer MDM output and unstructured data from different sources to empower Dell with customer-centric insights to make fact-based decisions and create a positive experience in doing business with Dell.

As background, Dell’s stakeholders across the business always sought for an efficient means to understand their customers, and the associated activities conducted throughout the customer lifecycle. Dell’s customer MDM solution has enabled/enriched various Dell’s platforms by offering different solutions.  MDM enablement is an ongoing journey where at various moments different business cases are solved. Dell MDM group is continuously improvising the current customer MDM solution by taking up unique business cases from different Dell’s line of businesses.

This presentation will discuss the unique challenges faced by Dell during its MDM journey and how different MDM capabilities strengthen Dell’s business strategy.  Topics include:

  • Provisioning C360 enablement using MDM output enriched via Webchat data & other unstructured customer sources
  • Managing complex MDM hierarchies such creation of person & organization profile by country, region & globally
  • Optimizing the post Dell-EMC merger process for managed accounts creation 



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