Sentinel Master Data Management Platform

Industry leading Master Data Management Software.

Secure, user-friendly, Cloud based and designed to meet evolving needs

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Delivering the most complete, up-to-date Master Data

Sentinel’s Data Platform overcomes data quality and fragmentation issues to turn the concept of Master Data Management (MDM) into a reality.

Combining data from multiple sources, the Sentinel Data Platform can produce an up-to-date and accurate master version of data. This master version can be accessed throughout an organisation. Most-trusted data sources can be managed at field level to build up the most reliable version of the truth across your organisation.The Platform can upload to cloud or connect to data silos. 

The Sentinel Platform can determine whether information needs to be over-written or enriched, automatically building a most accurate view and a comprehensive history of changes and events. This enrichment of information, such as customer data or product data, builds a most complete view. 

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Data is an organisation’s most important asset.

When consolidated and matched in an accurate way, it can reveal opportunities, risks, and areas where the business can be improved.

Master data management (MDM) is the core process used to manage, centralise, organise, categorise, synchronise, and enrich data according to your company’s business rules for sales, marketing and operational strategies.

How our Master Data Management platform works

Sentinel’s MDM system integrates datasets from any source to create the most trusted single view possible.

The system is fully configurable and can validate, automatically cleanse, and rationalise the information it receives to provide a continually up-to-date and accurate master version, producing exception lists for data in need of review. 

It works even when faced with highly complex data and quality issues such as abbreviations, mis-keyed values and deliberate attempts to disguise identities. 

The Sentinel MDM Platform interface is intuitive and user-friendly. Connecting disparate sources of product or customer data can be implemented quickly and easily, driving more effective information management. 

Data Discovery

Data discovery is often the larger effort and cost focus associated with implementing MDM.  Save time and money with plug and play, codeless integration with the systems and services that run your businesses.


Quickly load data from existing systems, including a variety of applications, databases, CSV, XML, API’s, web services, Json and more.


Notify applications and integration processes as data changes, allowing users and customer to subscribe to data as it evolves.


Make data available for other applications and analytics and reporting platforms such as Power Bi, and Azure Purview.

Data Quality

Business and validation rules unlock the ability to proactively identify, highlight and correct data quality issues before they become a problem.


Define data quality rules that can identify existing invalid data and prevent new data quality issues from being created.


Easily integrate with third-party data services to standardise  common data such as Businesses, Addresses, Names, Email Addresses, and Phone Numbers.


Define rules to automatically perform data calculations and assignments. Leverage in-built data services to enrich the information you already have.

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What is Master Data Management (MDM)?

Master data management (MDM) is the key process used to manage, centralise, organise, categorise, synchronise and enrich data.

This can be done according to the business’s sales, marketing and operational strategy needs. It is a key for more effective information management and benefits extend to security and governance. 


Harmonisation is the process of sharing the most complete and accurate data back out to the sources systems where data is inaccurate, incomplete or out of date. This process can be targeted to very specific fields for individual systems so that only appropriate data is shared. This can be an automated process, based on schedule processes or data update triggers. Or it can be controlled via user approval processes, allowing teams to choose what data is passed into their system. 

Generally, there are four different implementation styles for MDM solutions, which are based on different options for the flow and the Mastering of data. Sentinel’s Data Platform can support all approaches.

Master Data Management Benefits

  • Single Version of the truth
  • Improved Data Quality (Duplicates and Anomalies)
  • Meet Governance and Compliance requirements
  • Data Driven decision making Analytics and Reporting
  • Enabling better insights – reporting, foundation for cutting edge insights and analytics (AI/ML)
  • Data synchronisation: harmonize across systems in real-time

Golden Record Management

Golden Records are the most accurate and complete representation of any master data domain and can be safely used as key data for applications across an enterprise. 

Match and merge from many sources, identify matching records across or within data sources such as customer, product, asset, or transaction. Set and tune matching rules to meet the needs of your unique environment.

Once a trusted Golden Record Master is established, it can be made available as a reference across all enterprise systems and data warehouses (including cloud storage); data synchronized in this way is a more valuable enterprise asset.

Match - Identify and group sets of duplicate records using fuzzy matching logic to create a distinct set of data.

Survive - Automatically create and populate golden records with the best information available across source systems with configurable most trusted source screens

Merge - Logically combine duplicate records, and update source systems

Benefits of using our master data management platform

  • Improve insight, decision making and efficiency with all your organisation’s most critical data up to date in one shared location
  • Implement business processes as tasks that can be performed sequentially or in parallel, orchestrating complex and composite data management activities
  • Eliminate information silos and increase collaboration
  • Explore digital innovations, from e-commerce initiatives to personalisation
  • Drive new initiatives and competitive advantage
  • Reduce risk and comply to regulatory compliance with ease
  • Ensure business processes are executed in the right order, on-time, and monitored to guarantee service level agreements are met
  • Notify - Assign responsibilities, and ensure they are notified and are aware of their roles and responsibilities
  • Build multi domain MDM for products, assets and customers
  • Replace document and email-driven stewardship processes

Transform data use in your organisation

Book your free data assessment today, and find out how much of an impact Sentinel's Master Data Management tools can have on your business.

  • Strict control and monitoring of data quality
    and completeness.
  • Built using the ICO’s ‘data protection by design’
  • Trusted by public sector organisations and local authorities.
  • Experienced, dedicated team of data integration and data sharing specialists.

Take the hassle out of data management. Call us on +44(0)800 612 2116 or send us an email [email protected].

MDM Client Stories


North Yorkshire has adopted a Registry style approach. Our Data Platform acts as a central index of records to support cross system reporting and the real-time retrieval of Single View information.

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Birmingham City Council have a Hybrid data management solution. For Supporting Families, they adopted a Consolidation style. For the Early Years funding element of their Data Integration Platform, they adopted a Coexistence style, where centralised data is shared back to their Education Management systems.

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All our Supporting Families clients adopt a Consolidation style approach. Golden Records of individuals and families are created in the Data Integration Platform. This exists as a new data asset to drive the targeting and service delivery of families in need of help.

Read about Supporting Families

A comparison of Master Data Management implementation styles

Our data platform can handle the 4 Gartner styles of MDM


Is the collation of matched master data records from multiple sources into a single data hub to support centralised reporting and analysis. The centralised dataset is regarded as the most complete version of the truth available and is referred to as the Golden Record.

This style is based on after-the-event data exchange; the stored master data is not updated in real-time.

No attempt is made to cleanse original source data and there is no distribution of information from the Golden Record.


Is the creation of a central index through matching of data records from multiple sources. A centralised master ID is created, with links to the source records it is made of from.

Only the fields used to match records together are stored on the central dataset, there is no full Golden Record. Any Single View of information is created dynamically via reporting utilities.

This model is based on after-the-event data exchange; the stored master data is not updated in real-time.

No attempt is made to cleanse original source data.


Is the extension of Consolidation. The Golden Record is distributed to share the most trusted information with source systems. As with Consolidation, this style is limited to Master Data only.

This style is based on after-the-event data exchange; the stored master data is not updated in real-time.


Takes the Coexistence style to its full extent. Data flows from source system to a central Hub in real time (or near real time) to create golden records. The scope of data can include transactional information as well as master data. The data flow is two directional and the most trusted information held in the Golden Records, is distributed back to one or more source systems.

Stewardship and Governance

Simple, intuitive web-based UI and work queues boost stewardship productivity and efficiency. Perform mass edits, import data in bulk and configure solutions for complex needs.

Explore - Search, browse, and view master and reference data records using search and navigate tools.

Manage - Author, review, and update master and reference data. Open and complete workflow assigned tasks.

Correct - Find, review, and fix data quality issues to remediate missing or incorrect data.

How Sentinel Enables Data Governance

Frame 484

Beyond Master Data Management: What accurate MDM achieves

Roll up: Define hierarchical relationships in your data so that data stewards can view and manage those relationships with hierarchical visualisations.

Navigate: Traverse and manage relationships within and across master and reference data domains.

Relate: Define and manage different types of relationships in your data so they can be managed by data stewards.

Logical groups: Build groups from data such as family units, gangs, or associations.

Scoring and Profiling: achieve an integrated data set to provide valuable insights around risk, opportunity, and trends

Data Sharing: manage a controlled and secure data sharing process and enable online data connection channels.

Matching: address verification, business rules, task generation, notifications and more complex business processes can easily be automated with workflows.

Sentinel workflows: Design via a drag-and-drop user experience that can support complex business process requirements.

Implement: Capture cross-functional business processes as a sequence of actions that can be performed sequentially or in parallel, orchestrating complex and composite data management activities.

Enforce: Ensure business processes are executed in the right order, on-time, and monitor them to ensure service level agreements are met.

Notify: Assign responsibilities, and ensure they are notified and are aware of their roles and responsibilities.

Real-time services: Real-time MDM is always up to date – crucial for effective matching and fraud prevention.

Better Strategy: Part of broader efficiencies and operational gains during transformation projects, mergers, and acquisitions.