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Bring Your Data With You

When data is portable, it empowers data-inspired decision-making across the enterprise

I have a stack of old PDAs. (Remember that quaint acronym for personal digital assistants?) Anyone who had a PDA before there were smartphones probably has a few stuffed in a drawer somewhere. I only keep mine to stage a favorite stunt at family gatherings, when I pretend to stumble and my "phone” goes flying into the pool. There’s something very satisfying about hearing that small splash followed by the collective gasps - inversely proportional in decibels to the age of the astonished. My daughter shrieks. My dad never falls for it.

Why can I stage this stunt and have no remorse?   I am confident in knowing that even though my PDA is an old relic, my data I put on there still lives. I’ve taken it with me all these years! Contacts, addresses, calendars, notes, (photos were never an option back then)… In fact the EXACT same records that I mastered on my first transition from parchment to digital have survived, and continue to thrive, in my current devices. It is my data inside that makes my new device useful for me. 

The data was always the reason

Like my stack of relic PDAs, your enterprise likely has its own stack of legacy platforms and stand-alone systems. There is certainly more complexity and dependency on your current tools as you consider adopting new technology and planning for a platform migration.  You need to keep those existing systems running alongside your latest greatest technology investment for a period of time because your business depends on it. 

What an old PDA and legacy system do have in common is that the siloed data inside needs to remain useful and move and thrive to its next destination to reap the benefits of inter-solution usability. 

When data is structured around a shared understanding of each business entity you engage with, it can more freely circulate throughout the enterprise.
Scott Taylor, Market Development & Strategy Leader, Dun & Bradstreet

But what is the key to managing, organizing and transporting your data to make it relevant in a new system? The data that brought you so much value in your legacy system is the same data that needs to be extracted, transformed and loaded into its new home. It’s the master data that helps you understand how all your historic data fits together as an organized system-of-record view. The master data is what mobilizes your data to flow from system to system, old to new, marketing to sales, ops to finance, headquarters to field-level, local to global.  


When data is structured around a shared understanding of each business entity you engage with, it can more freely circulate throughout the enterprise. The entire organization becomes equipped with the information needed to assess risk and seize opportunity—and to make the best data-inspired business decisions.

For users of many best-in-class enterprise workflow and data management solutions, this vision of data-sharing and data portability is within reach. For example, Informatica has a strategic partnership with Dun & Bradstreet that leverages Informatica Data as a Service to deliver natively integrated D&B business data within Informatica’s best-in-class MDM solution. The result: B2B marketers can access critical D&B business data in real time—natively pre-integrated into Informatica MDM workflows.  



Bring your data as close to the decision-making process as possible

Are you focused on key initiatives such as a renewed commitment to total customer relationships, next generation analytics, cloud deployment, app modernization and organizational consolidation? If you answered yes to any of these, they all require the same thing to enable success—your data in a form that can be used across the enterprise. It has to fit better—in more standardized structures. The data needs to align better—integrated with more applications from more sources. It must be governed better—mastered through thoughtful and consistent stewardship. 

As you think about getting the most value from the data inside your system of choice: 

  1. Bring your data as close to the decision-making process as possible, no matter where you are in the organization.
  2. Keep your data flowing. Master it to make it portable—from system to system and team to team; across departments, regions and go-to-markets; between you and your customers, vendors and partners.
  3. Create an iterative data-building process. Each new step should build off the old, with the machines doing the real work to deliver the most competitive advantage. 

By the way, if you try the PDA-in-the-pool trick, please let me know how it goes. As your old PDA sinks to the bottom, you can enjoy the joke, knowing your data lives on. And it’s nice and dry. 


Informatica and Dun & Bradstreet have partnered to bring the power of D&B’s business data and insights to Informatica’s enterprise applications, data management tools, business data enrichment services, and master data management solutions.  By natively integrating D&B business data into Informatica products, the two partners deliver the most valuable and current business insights -- when, how, and where they are needed -- to identify risk and opportunity across the enterprise.

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