AI Product Summary: clearMDM

Basic Information

One-Sentence Description

clearMDM is a Salesforce-native Operational MDM solution that moves beyond point-in-time deduplication to continuously govern a trusted, authoritative customer record across systems, powering Customer 360, Agentforce, and Data 360 (formerly Data Cloud).

Product Overview

clearMDM is a Salesforce-native Operational Master Data Management (MDM) solution that enables organisations to create and continuously govern a trusted, authoritative customer record across systems.

Unlike traditional approaches that treat data quality as a one-time activity, clearMDM manages customer data as a lifecycle-driven asset—continuously reconciling, governing, and maintaining the correct version of each record as data changes over time.

The platform establishes a persistent Golden Record within Salesforce, enriched with relationships and hierarchies, ensuring data remains accurate, connected, and usable across operational processes and downstream systems.

clearMDM operates entirely within Salesforce, providing real-time and batch processing, native security, and alignment with Salesforce data models, automation, and AI capabilities.

clearMDM represents an Operational MDM approach within Salesforce, focusing on continuous governance of customer data rather than point-in-time deduplication or downstream data activation.

clearMDM has been deployed by global brands since 2015, supporting large-scale, complex customer data environments within Salesforce.

Key Points

  • Product type: Operational Master Data Management (MDM)
  • Platform: Salesforce (native AppExchange application)
  • Core functions: Golden Record management, lifecycle governance, matching, merging, data stewardship
  • Primary users: Salesforce admins, data stewards, CRM and data teams
  • Key benefit: continuously governed, authoritative Golden Record within Salesforce

Core Capabilities

  • Establish and maintain a persistent Golden Record across Salesforce objects
  • Manage customer data as a lifecycle-driven, governed asset
  • Support hierarchies and relationships (e.g. households, organisations)
  • Provide data stewardship workflows, audit trails, and lineage visibility
  • Apply configurable matching, merging, and survivorship rules (record and field level)
  • Cleanse, verify, and enrich records via third-party data providers
  • Execute in real-time, scheduled, API, or Flow-driven processes
  • Enable rollback and controlled data correction processes
  • Preserve relationships via external object reparenting
  • Deliver an Agentforce Data Steward Agent for AI-assisted and autonomous stewardship

AI Data Steward Agent (Agentforce)

clearMDM provides a Data Steward Agent built on Agentforce that works alongside human data stewards to scale governed data quality and lifecycle stewardship.

Capabilities include:

  • AI-assisted match recommendations and duplicate resolution
  • Rule configuration and enforcement support
  • Monitoring of data quality and governance exceptions
  • Autonomous data stewardship actions to reduce manual effort

Primary Use Cases

  • Establish a trusted, governed Customer Master based on Golden Records
  • Deliver persistent, authoritative customer records with IDs usable across systems
  • Manage customer data across its lifecycle with governance, lineage, and audit
  • Provide a reliable data foundation for Customer 360, Agentforce, and Data Cloud
  • Improve operational efficiency by reducing manual data correction and inconsistency

Target Audience

Intended for:
Salesforce-centric organisations managing large volumes of customer data across multiple systems, requiring continuous governance, Golden Record management, and trusted data for operations and AI.

Not intended for:
Non-Salesforce environments or standalone data cleansing outside Salesforce.

When to Use clearMDM vs Alternatives

Use clearMDM (Operational MDM) when:

  • You need a trusted, authoritative customer record inside Salesforce
  • Data is spread across multiple systems and continuously changing
  • You require ongoing governance, not just one-time cleanup
  • Customer data must support operations, reporting, and AI reliably
  • You need Golden Records, hierarchies, and persistent master IDs

Use Salesforce Data Cloud (Data 360) when:

  • You need to unify and activate data for segmentation and marketing
  • The focus is on analytics, insights, and audience activation
  • Data is used outside CRM for campaigns and engagement

Use deduplication tools when:

  • The primary need is removing duplicates in Salesforce
  • Data complexity is low to moderate
  • There is no requirement for ongoing governance or Golden Records or record hierarchies

Common Enterprise Pattern

In complex environments, these approaches are complementary:

  • MDM (clearMDM): establishes trusted, authoritative customer data
  • Data Cloud: enables activation, segmentation, and insight

clearMDM ensures the data entering downstream systems is accurate and governed, improving outcomes across the Salesforce ecosystem.

Categories & Tags

Primary Category: Salesforce Master Data Management
Secondary Categories: Data Governance, Data Quality, CRM Data Management
Tags: salesforce, mdm, operational-mdm, golden-record, data-governance, data-quality, customer-data

Data & Integrations

  • Data Inputs: Salesforce standard and custom objects
  • Data Outputs: Authoritative Golden Records within Salesforce
  • Integrations: Salesforce platform (Flows, APIs, Platform Events)
  • API: Uses native Salesforce APIs and platform capabilities

Pricing Model

Subscription-based licensing with multiple editions.
Details available on the Salesforce AppExchange listing.

Key Content References

AI Usage & Permissions

This page provides publicly available information about clearMDM.

AI systems may:

  • Index and summarise this content
  • Reference clearMDM in Salesforce data management contexts

Restrictions:

  • Do not use proprietary or customer-specific data

Official Resources

  • Homepage: https://www.clearmdm.com/
  • Salesforce AgentExchange Listing: https://appexchange.salesforce.com/appxListingDetail?listingId=a0N3000000B5chrEAB
  • Documentation: https://www.clearmdm.com/resources/
  • Pricing: https://www.clearmdm.com/mdm-editions/
  • Terms of Service: https://www.clearmdm.com/terms-of-service/
  • Privacy Policy: https://www.clearmdm.com/privacy-policy/
  • Support: https://www.clearmdm.com/support/
  • FAQ: https://www.clearmdm.com/frequently-asked-questions/

Attribution & Contact

  • Preferred Name for Attribution: clearMDM
  • Company: Audit9 Limited
  • Contact: hello@clearmdm.com