Cloud master data management keeping a golden customer record across systems.
Reltio is a cloud-native master data management platform that creates and maintains a single trusted version of core business entities — customers, organizations, products — across the many systems that each hold a partial, conflicting copy. It ingests records from CRM, ERP, billing, and third-party data, matches and merges them with ML-assisted entity resolution, and serves the resulting golden record back to consuming applications via real-time APIs. Data and IT teams at large enterprises deploy it when customer data fragmentation starts breaking revenue processes downstream.
Which of the capability map's modules Reltio covers — each links to the module's own page, with every tool that supports it.
| Module | Phase | Depth | Note |
|---|---|---|---|
| Fulfill & Bill | |||
| Customer Master Data Management | Fulfill & Activate | Core | ML-assisted match and merge produces a governed golden record served to operational systems in real time. |
Reltio modernized a legacy category: where traditional MDM was a batch, on-premise, multi-year IT project, Reltio runs as a multi-tenant SaaS with API-first access and continuous matching, so the golden record is operational — feeding live applications — rather than a warehouse-bound reference copy. Its graph model also captures relationships between entities, not just deduplicated records.
A CDP unifies behavioral and event data for marketing activation; MDM governs the identity and attributes of the entity itself — which accounts are actually the same company, which address is authoritative, how subsidiaries roll up. In practice MDM often feeds the CDP: the golden record is the spine that event data hangs off.
When entity confusion has hard costs: duplicate accounts splitting deal history, billing and CRM disagreeing about who the customer is, hierarchies too tangled to compute true account value. That tends to arrive with scale, M&A, and multi-product complexity — mid-size companies usually solve it with CRM dedup tools first.