Customer Master Data Management makes Big Impact

A global pharmaceutical enterprise needed a master data management solution to cleanse and standardize information from different sources to better serve its sales operations and internal HQ processes, as well as feed external pharmaceutical partners based on co-promotion arrangements

Business Challenge

  • The client needed a master data management architecture to standardize, cleanse, and merge more than 20 data sources into a “single version of the truth.” Also, there was a need for automation to consolidate data and integrate processes, eliminate overlapping processes, and govern business rules and metrics.

Technology Components

  • SQL Server 2012 Enterprise Database, SQL Server MDS, DQS, SSIS, SSRS, QlikView 11, Jitterbit 5, (Veeva) and Melissa Data.


  • Trianz team studied the client’s existing MDM processes to determine what could be improved or added to better support business functions in the following areas: customer identification, field change request processing, incentive compensation processes, sales force alignment, roster management, forecast integration, sales goal tracking, product roll-up, market basket definition, market research, and external data vendor integration. Trianz then developed the organization’s data warehouse foundation and business intelligence solution using the new MDM solution as one of the key sources of information.

  • The second part of the approach included integrating MDM bi-directionally to downstream systems including Veeva (, and governing the data through its entire lifecycle, from inception or definition to consumption. Because the firm follows strict compliance guidelines and government regulations tied to doctor and patient privacy, Trianz facilitated the establishment of a strict governance framework ensuring that all necessary parties were able to approve rules and definitions before roll-out.

  • Finally, Trianz added a data warehouse and several interactive dashboards that feed from the MDM solution to help management stakeholders and sales teams become more strategic and effective. It also implemented all keys systems based on an aggressive schedule build around a product approval and launch.

Transformational Effects

  • Reduced the implementation costs by leveraging existing technologies and eliminated the need for expensive software solutions.

  • Created a single master data source used to feed all areas of the business, fed from over 20+ internal and external feeds

  • Complied with partnership agreements by generating accurate data feeds required to be shared with pharmaceutical partners.

  • Reduced manual processes by 90%+.

  • Enabled regulatory compliance with centralized data with full source lineage.

  • Built a best-in-class architectural foundation that can be scaled to meet the growing needs of the organization.

  • Instilled confidence in the sales force by providing easily accessible dashboards that provide the trusted information at the right time.

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