Master Data Management in Prophecy: AI-Generated MDM Pipelines with Golden Records

In this demo, Callum Finlayson walks through a complete MDM and identity resolution pipeline built entirely in Prophecy — no engineering team required. Starting from three separate data sources (Salesforce, Marketo, and Zendesk), he builds a production-ready pipeline that deduplicates customers, enforces data quality, standardizes records, and creates a trusted golden record. This is all driven by plain-text markdown files and Prophecy AI! What you'll see: • Why MDM matters, and the real cost of fragmented customer data • Defining data quality rules, transformation logic, and matching/survivorship rules in markdown • AI-generated pipelines for DQ scoring, standardization, and entity resolution • Visual inspection of every step — from source ingestion to golden record output • Cross-reference tables that show exactly which source records built each master record • An interactive analysis to search and explore mastered customer profiles in real time 🔗 Learn more: https://www.prophecy.ai?utm_source=youtube&utm_content=MDM_in_prophecy Timestamps 00:00 Introduction 00:36 What Is a Golden Record? 01:07 Why Master Data Management Matters 01:38 Demo Overview: Three Data Sources 02:12 Defining the Problem with Markdown Files 03:24 Running the Data Quality Pipeline 05:41 DQ Scoring & Thresholds 06:15 Standardization & Transformation Logic 07:59 Matching & Survivorship Rules 08:41 Master Data & Cross-Reference Tables 10:09 Creating an Interactive Visualization 10:40 Party Search Demo: The Golden Record in Action 12:06 Wrap-Up