Contextual

As in contextual Master Data Management. Sometimes known under the name situational MDM (ref. Gartner Hype Cycle). It refers to the management of changeable master data as opposed to traditional, more static, master data. As products and services get more complex and personalized, so does the data, making the management of it equally complex. The dynamic and contextual Master Data Management is forecast to be one of the next big hypes in the MDM world.


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