Founded in Tokyo in 1901, Dentsu provides marketing, PR, and business transformation to high-profile clients in over 145 countries. Dentsu has grown rapidly through global acquisitions and is now the world’s fifth-largest media company.

Each newly acquired brand brought large volumes of data to Dentsu, creating issues around data management and governance. To tackle the problem, Dentsu’s team created an enterprise data hub on which they could collate disparate data, ensure data quality, and make data available across the business. Dentsu wanted MDM to be at the center of their architecture, so they set out to find an MDM partner.

As Dentsu expanded its global footprint through mergers and acquisitions, it faced critical data management challenges. The sheer volume and variability of data from each newly acquired brand created complexities that hindered their ability to gain unified, actionable insights. These were the key challenges identified that needed to be solved:

Fragmented data across acquired brands
Each new brand Dentsu acquired used different systems for managing customer data, which led to a proliferation of data silos and inconsistent data quality.

Inconsistent data quality
Dentsu faced a challenge in aligning the data quality standards across multiple brands. Some brands maintained high data quality, while others lacked the necessary governance.

Lack of a unified view
Without a central system to integrate data, Dentsu’s decision-makers struggled to gain clear insights into their global client base, hindering effective business strategies.

To tackle these challenges head-on, Dentsu turned to Semarchy’s MDM solution to transform its data management processes. With a clear vision for centralized data governance and improved data quality, Dentsu set out to integrate and harmonize data across its newly acquired brands. Here’s how Semarchy helped streamline their operations and set them up for future growth:

• Creating golden records: Using Semarchy’s matching and merging capabilities, Dentsu created reliable “golden records” for their client data. This provided a single, trusted source of truth for each client.
• Agile data management: The platform enabled Dentsu to integrate new data rapidly to meet high-quality standards. Semarchy’s flexibility and ease of use allowed Dentsu to adapt quickly to the requirements of each new acquisition.
• Data dovernance and integration: Semarchy’s powerful data governance capabilities allowed Dentsu to enforce consistent quality and standards across all its systems, verify compliance, and reduce error rates.

The implementation of Semarchy xDM delivered tangible benefits that transformed Dentsu’s data landscape. By enhancing data consistency, improving client onboarding, and empowering quicker decision-making, the company saw remarkable outcomes:

• High-quality client data: Dentsu achieved precise data matching, consolidating client records into golden records and improving accuracy and trustworthiness across the organization.
• Reduced error rates: The platform’s automatic rejection of low-quality data helped reduce errors and improve overall data integrity, streamlining operations and decision-making.
• Faster client onboarding: With automated data matching and validation processes, Dentsu accelerated the integration of new clients, enabling speedier onboarding and reducing the time spent on manual data entry.
• Simplified data integration: Semarchy’s MDM platform made it easy for Dentsu to manage and integrate data across various systems, improving operational efficiency and reducing data silos.