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A product information infrastructure enabling supply chain efficiency

Accurate and consistent handling of product data is crucial for BAMA’s business. They needed an efficient way of working and a solution that was futureproof.


Type of project:

Information management, MDM, business strategy, digital strategy

Core products & technology:

Syndigo MDM solutions


Avensia helped BAMA design a new data governance model, tailor-made for their needs, create new processes and execute an extensive data cleanup.


A multi-domain management system increasing the data quality and employee efficiency.

The challenge

Inconsistent data quality and way of working.

For BAMA, updating and managing product data was a highly manual process which resulted in errors. It was also difficult and painful to collaborate and share information across an extended ecosystem. 

Other challenges included:
  • inconsistent data across various channels
  • brand inconsistencies
  • uneven data quality
  • delays in publishing

Accurate and consistent handling of product data is crucial for BAMA’s business. They needed an efficient way of working and a solution that was futureproof.

pim and mdm

The solution

A tailormade digital strategy for master data management and business value

During the initial phase of the project, Magnus Hedberg, one of Avensia’s business advisors specialized in the Food & Beverage segment, helped BAMA with their overall information strategy.

In close collaboration with the product information team and other important stakeholders, Magnus designed data models and data structures, unique for BAMA’s needs, to be able to use the MDM system in an optimal manner, increase efficiency and business value.  

Implementing Syndigo's MDM system

BAMA decided to implement Syndigo's (former Riversand) cloud-based Multi-Domain Management system. The main function of an MDM system is to gather data from a multitude of systems (ERP, CRM, web etc.) and standardize it, turning data into information. Raw data is turned into structured data in real- time, using rules and artificial intelligence. The data is then adjusted for each distribution channel, according to a data model.

BAMA uses the MDM system to streamline data from suppliers, such as product photos, EAN codes, marketing texts and product master data, including ingredients, nutrition, and allergen data. This product information is then communicated from the MDM to the retailers and to end consumers. 

Technology offers a way of storing and sending information, but it is still people and organizations who will manage the systems. In order to optimize an investment in a system for product data, you need to understand the specific industry the customer operate in, and design processes, rules and integrations accordingly.
Case Study Bama
Continuous work

Optimizing Bama’s way of working and collaborations

The next step of the digitalization project involves domains such as customer data and business partner data, which will be integrated into the systems in order to optimize BAMA’s way of working as well as collaborations.

The MDM system gives BAMA the tools to ensure;

  • More efficient collaboration around product information within BAMA’s internal ecosystem
  • More efficient collaboration around product information across BAMA’s supplier network
  • Reduced manual management of product data
  • Secure handling of crucial product data
  • Approval processes
  • Consistent data and data quality
  • Faster time-to-market
The MDM platform is a key component in streamlining our data and better managing our product information to drive supply chain efficiencies.
Food & beverage

A smooth and future-proof handling of product data

The checklist covers areas such as GS1 pool regulations, how to automate more and do less manual work, PIM systems, reuse of data, packaging design and how to manage the relationship with all the stakeholders in the supply chain.

Ready for the next step?

With experience from hundreds of digital commerce and business development projects, we can leverage your unique selling points with a tailor-made strategy and best-of breed technology.

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