
A massive organisation in the pharmaceutical industry deploys about six to seven master data management (MDM) platforms in addition to a few customised solutions. After facing challenges of scattered systems and their tools, the pharma company has decided to consolidate them.
The problem is that every drug, clinical trial, or product is named differently across the world. On top of that, if you had to prompt an AI agent to decipher the proportion of the business that comes from every product, it would have to read through several systems, with no agreement between them, and no way of knowing which one is right.
This is the challenge that LakeFusion, a master data management vendor, was tasked with solving for a major pharmaceutical firm.
In this episode of the Don’t Panic, It’s Just Data Podcast, recorded live at Big Data London, Podcast Host, Producer and B2B Tech Journalist, Shubhangi Dua sits down with three guests: Sanjeev Mohan, Principal at SanjMo; Cooper Kenny, Founding Sales and Alliances Manager at LakeFusion; and Panos Athanasiou, Chief Field Technologist at Databricks. They explain why agents are unable to make up for poor master data, what it means to govern context rather than just data, and the reason why MDM has to cover the tools and data products that agents depend on.
Key Takeaways
- MDM is forecast to grow from $20 billion to $42 billion by 2030.
- Humans spot wrong records. Agents don’t.
- Governance now has to cover context, not just data.
- Context is generated at query time, so it is hard to inspect.
- LLMs can match structured records to audio, PDFs and social posts.
- Zero-copy architecture removes the need for CDC pipelines in MDM.
- Ontology needs semantics and connections, not only graphs.
- Human operators still decide what counts as a golden record.
- Bloated context drives token costs up and invites hallucination.
- Agentic data stewards can work through human-review backlogs.
- Start with a thin slice of value deliverable in weeks.
Chapters
- 00:00 Introduction to Big Data London and Participants
- 05:02 Master Data Management: Evolution and Trends
- 09:54 AI Native MDM: The Future of Data Management
- 15:07 The Role of Context in Data Governance
- 19:55 Challenges of Bad Data and Its Impact
- 24:36 Cultural and Technological Shifts in Data Management
- 25:00 The Importance of Master Data in AI Initiatives
- 25:24 The Future of Data Management Solutions
- 26:43 Lake Fusion's Unique Position in the Market
- 29:30 The Role of AI in Understanding Business Dynamics
- 32:06 The Evolution of AI Agents in Workflows
- 35:37 Key Takeaways for C-Suite Executives
@Bigdataldn @LakeFusionAI @Databricks
Read the full article: https://em360tech.com/podcasts/big-data-ldn-why-mdm-back-c-suite-agendahttps://em360tech.com/podcasts/big-data-ldn-why-mdm-back-c-suite-agenda
LakeFusion: https://lakefusion.ai
EM360Tech: https://em360tech.com
Watch more from the Don’t Panic, It’s Just Data Podcast: https://www.youtube.com/playlist?list=PLXoSlBGE35NoUm5jhXSTu4DdytBNXTgwY
Follow EM360Tech on X: https://x.com/EM360Tech
Follow EM360Tech on LinkedIn: https://www.linkedin.com/company/em360/posts/
#BigDataLDN #MasterDataManagement #MDM #AgenticAI #AIAgents #DataGovernance #Databricks #EnterpriseAI #DontPanicItsJustData #EM360Tech
master data management, MDM, AI agents, agentic AI, golden record, data governance, context layer, Big Data LDN, Databricks, LakeFusion, enterprise AI, data management
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