What Is Enterprise Application Data Management?
From financial forecasts to supply chains to product development, marketing, and sales, data plays a vital role in running a modern enterprise. The more efficiently you can manage your data, the stronger your competitive edge could be. Enterprise application data management deals with the organisation, transport, and governance of data at scale.
Take your typical business, with its various departments, and map the type of data that might be generated by or of interest to each of those business sectors. It might look something like this:
- Customer relationship management (CRM): Customer names, feedback, addresses, demographics, purchase histories, and product preferences
- Product development: Feature requests, quality reports, traceability, and manufacturing issues
- Product marketing and sales: Conversion rates, click-through rates, impressions, and sales numbers
It’s easy to see how information from one system might be of interest to another. For example, the product development team can screen customer feedback for new feature ideas. Each system gets its own enterprise app, hence the origin of the term: enterprise application data management.
Data management gets even more complicated because not all data can be or should be shared throughout an organisation. Privacy laws require strict permissions for personally identifiable information (PII) and some data may simply be irrelevant to a different department.
As a result, application data management has traditionally been about integrating different software and storage environments—a disorganized collection of data silos and enterprise apps. Fortunately, there’s an easier way to manage enterprise-level data: data hubs.
