We use the solution for party data management. The tool ensures that the information is the same in every business system so that all the systems have the same view of what parties are involved in an agreement.
Principal Consultant at Epical Group
A stable and powerful tool that provides good support and excellent out-of-the-box features
Pros and Cons
- "It is easy to create REST-based interfaces of the master data objects."
- "The tool should provide a unified user interface to manage the data objects."
What is our primary use case?
What is most valuable?
It is easy to create REST-based interfaces of the master data objects. It can be used for reading, creating, and modifying the master data objects of the parties, their addresses, and contact information. The creation and modification features always consider the data quality rules, and it is a very powerful way to provide a data interface to master data objects. It is missing in many other tools.
The solution meets the performance needs of my organization. There isn't much that Informatica doesn't do. The maintenance of the data quality rules has been improved. It’s a lot better than it was when we started. Replacing the old SOAP APIs with the new REST APIs is a great improvement. It’s still a work in progress. Some interfaces still use the old SOAP APIs.
What needs improvement?
The management of different properties is sometimes divided between different user interfaces. The tool should provide a unified user interface to manage the data objects.
For how long have I used the solution?
I have been working with the tool for ten years.
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Informatica Intelligent Data Management Cloud (IDMC)
March 2025

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What do I think about the scalability of the solution?
The tool can scale according to our needs.
How was the initial setup?
The initial setup was not difficult. We had very good support from Informatica’s professional services.
What about the implementation team?
The team was a mix of in-house, vendor and other consultants.
What's my experience with pricing, setup cost, and licensing?
The product has a high price point. However, it does not lack features. TIBCO EBX and Profisee are much cheaper. However, they lack features that Informatica MDM provides out of the box. Though the list price of Informatica MDM is high, it is negotiable.
Which other solutions did I evaluate?
What other advice do I have?
I do not have experience with the new workflow engine. It is much more extensible because it is a full business process engine. Overall, I rate the product a nine out of ten.
Disclosure: My company has a business relationship with this vendor other than being a customer: Former reseller
Sr Data Governance Architect at Mresult
Provides good scalability, but its technical support services need improvement
Pros and Cons
- "It is a scalable product."
- "It is complicated to establish the lineage in EDC using PowerCenter mappings."
What is our primary use case?
We use the product to define policies and for data discovery management.
What needs improvement?
It is complicated to establish the lineage in EDC using PowerCenter mappings. We have to do the process manually every time. This particular area needs improvement.
For how long have I used the solution?
We have been using Informatica Axon for five years.
What do I think about the stability of the solution?
It is a stable platform. However, we need to raise the ticket even for the smaller issues. There needs to be proper documentation available. They should provide enough information.
What do I think about the scalability of the solution?
We have eight to ten customers for Informatica Axon. It is a scalable product.
How are customer service and support?
The technical support team takes time to complete the debugging process.
How was the initial setup?
The initial setup process is fine, but there are a lot of infrastructure issues. It includes errors on the node cluster for EDC. Deployment is easy, but debugging is time-consuming. Whenever we raise the ticket to the support team, they take two to three days to evaluate the issue.
What's my experience with pricing, setup cost, and licensing?
The licensing price of the product depends on the organization's requirements. It is less costly than Collibra.
What other advice do I have?
I recommend Informatica Axon to others and rate it a seven out of ten.
Which deployment model are you using for this solution?
On-premises
Disclosure: My company has a business relationship with this vendor other than being a customer: Partner
Buyer's Guide
Informatica Intelligent Data Management Cloud (IDMC)
March 2025

Learn what your peers think about Informatica Intelligent Data Management Cloud (IDMC). Get advice and tips from experienced pros sharing their opinions. Updated: March 2025.
844,944 professionals have used our research since 2012.
MDM COE Lead at LTI - Larsen & Toubro Infotech
Core master data management solution that offers robust match concepts and algorithms
Pros and Cons
- "It has been leading the market with hierarchy management and all the different match concepts and algorithms. They're very robust."
- "Informatica's issue is the licensing. Right now, there are a lot of new gen MDMs that are offering a lot in a single licensing model."
What is our primary use case?
We use this solution primarily for core master data management and deduplication.
Recently, they have come up with cloud versions, which I have not experienced. It's mostly deployed on-premise.
We have a limited number of users who are using this solution and working with the master data.
What is most valuable?
Initially, there wasn't a great product competing with Informatica for market management. It has been leading the market with hierarchy management and all the different match concepts and algorithms. They're very robust.
What needs improvement?
Informatica's issue is the licensing. Right now, there are a lot of new gen MDMs that are offering a lot in a single licensing model. VOS or Entity 360 are offering licensing differently.
For how long have I used the solution?
I have been working with this solution for more than 10 years.
What do I think about the stability of the solution?
It's stable and reliable.
What do I think about the scalability of the solution?
It's scalable.
How are customer service and support?
I have had mixed experience with technical support. Sometimes it's very quick. Sometimes there isn't a quick turnaround and we don't have a person to reach out to directly to get an answer from them.
How was the initial setup?
Installation was challenging. Informatica has a very robust engine, which takes a little bit of time, but they're stable.
We have a technical team of 50 people. Deployment depends on
the size and complexity of the requirements. Starting from scratch, any new implementation should take around five to six months. For new gen MDMs, the implementation can be done in three and a half months.
What was our ROI?
The ROI depends on the business requirement. If they're using their core master data and that data is helping them to address a lot of issues, then the return on investment is definitely very high. If an organization isn't using that to full scale, then it might not be that great.
What's my experience with pricing, setup cost, and licensing?
It's offers value for money. They're more competitive with respect to pricing and offerings.
Which deployment model are you using for this solution?
On-premises
Disclosure: My company has a business relationship with this vendor other than being a customer:
Consulting Associate at a consultancy with 1,001-5,000 employees
There are little indications and graphics that show you how good the data quality is, and you can drill into it to see where potential issues lie.
Pros and Cons
- "Axon does one interesting thing that I don't think other tools do as well. It lets you rate data and incorporates Informatica's data quality feature into it. There are little indications and graphics that show you how good the data quality is, and you can drill into it to see where potential issues lie."
- "The cloud version of Axon is far behind the on-prem, and many of my clients want to go fully to the cloud. However, Axon has to be an on-prem installation. I would like to see their cloud products catch up with their on-prem capabilities."
What is our primary use case?
The organizations I work with often have trouble getting buy-in from business users and understanding how data governance relates to them or where the data lineage is. We use Axon in two key areas.
The first is automating data governance processes, policies, and roles in terms of data stewards, data owners, etc. Those process flow charts are typically stored in a PowerPoint, Excel, or board document. Everyone involved in data governance would have to send emails manually and such. Axon allows them to automate all that. So if there's a data owner that needs to update a definition, a request that needs to be flagged, or a data quality error, all that is embedded into the Axon system. That's one reason our clients go with it.
The use case is embedding the data or the business glossary into the day-to-day workflow. For example, we could integrate it with Tableau. When people are looking at a Tableau report, they understand exactly what the data lineage is and where this data is coming from. They'll also know exactly what those business glossary terms mean, so they can more accurately interpret and analyze the report.
What is most valuable?
Axon does one interesting thing that I don't think other tools do as well. It lets you rate data and incorporates Informatica's data quality feature into it. There are little indications and graphics that show you how good the data quality is, and you can drill into it to see where potential issues lie.
Users can comment on the data, tag people, and ask questions or rate the data one to five based on their experience, which helps eliminate data silos. You have all your information right there, and it's easier for future users to know which data to draw from.
What needs improvement?
The cloud version of Axon is far behind the on-prem, and many of my clients want to go fully to the cloud. However, Axon has to be an on-prem installation. I would like to see their cloud products catch up with their on-prem capabilities.
I would like to see Informatica add more automation and AI. Some of that is already there, but it would be helpful to have some automation to speed up the process of manually tagging and moving components of your IT setup into your business glossary and the front end.
For how long have I used the solution?
We started our first Axon implementation at one of our clients in the fall of 2021. Two of my other clients are about to purchase the technology and start using it.
What do I think about the stability of the solution?
Axon is stable.
What do I think about the scalability of the solution?
Axon is scalable.
How are customer service and support?
Informatica support has been good. These data governance and metadata products are some of the newer products on the market technology-wise, so I've been impressed with their responsiveness and the tool's maturity.
How was the initial setup?
Installing Axon is straightforward. If the cloud version were more robust it would be easier, but it's just fine for the on-prem solution. Two people should be enough to deploy and support it.
What other advice do I have?
I rate Informatica Axon nine out of 10. If you're planning to implement Axon, I recommend having an identified data governance lead. I think the most difficult part of implementing this is getting your people and processes aligned, so you know what you're putting into the system. Having a clear data governance manager is the most helpful data governance practice for an organization.
Which deployment model are you using for this solution?
Hybrid Cloud
Disclosure: My company has a business relationship with this vendor other than being a customer: Partner
Sr. MDM Architect/Principal MDM Consultant at a tech services company with 201-500 employees
It is scalable and comes with good staging and hierarchical features, but its look and feel needs improvement
Pros and Cons
- "The staging and hierarchical features are the most valuable."
- "Its look and feel needs improvement. It has a lousy look and feel. Informatica PIM is designed specifically for the retail industry. They need to make sure that it is also applicable to all the other industries and verticals."
What is our primary use case?
We would like to centralize all our product information systems. Currently, the product information is stored in various disparate systems, and we would like to bring it to a single place.
What is most valuable?
The staging and hierarchical features are the most valuable.
What needs improvement?
Its look and feel needs improvement. It has a lousy look and feel.
Informatica PIM is designed specifically for the retail industry. They need to make sure that it is also applicable to all the other industries and verticals.
For how long have I used the solution?
I have been using Informatica PIM for almost two years.
What do I think about the stability of the solution?
It has 75% stability.
What do I think about the scalability of the solution?
It has good scalability. Because of the cloud, we are able to expand it. Sometimes, we do run into issues, but it is mostly good.
We have around 250 to 300 users with IT, business, data governance, and DQ roles.
How are customer service and technical support?
We haven't yet contacted them.
Which solution did I use previously and why did I switch?
We used an Oracle solution. We switched to Informatica PIM because of the licensing cost.
What about the implementation team?
The initial setup was done by Informatica. We didn't face any issues.
What's my experience with pricing, setup cost, and licensing?
We switched to Informatica PIM because it was cheaper than the Oracle solution. It is cheaper initially, but they will bundle it later. This is what happens in the industry.
What other advice do I have?
I would suggest to watch out. Informatica PIM is designed specifically for the retail industry. To use it for manufacturing, you need to think twice and make sure that it satisfies your business requirements. When you are asking for a free demo from Informatica, make sure that you tell your use case and ask them to configure it in a way that suits your business use case. Otherwise, it is not going to solve your problem.
I would rate Informatica PIM a six out of ten.
Which deployment model are you using for this solution?
Private Cloud
Disclosure: I am a real user, and this review is based on my own experience and opinions.
Enterprise Architect at a mining and metals company with 1,001-5,000 employees
Good at extending the data model but not for the complete handling of the data analytics
Pros and Cons
- "It has flexibility in extending the data model."
- "The data quality component is very good."
- "The advertising makes promises about data analytics that it does not keep."
- "Pre-sales technical support is much better than post-sales technical support."
What is our primary use case?
I am not quite sure that the product will be part of our use cases anymore. We started off with it because of the data lineage. In other words, we used it because we also used the older Informatica program and it had been serving a purpose for us as a data management tool. But now we are in the process of developing our own solution for at least part of that functionality.
We currently plan to keep Informatica MDM, but not for the complete handling of the data analytics. We use MDM for data gathering in big data environments. We start with Informatica and do further analysis outside the product.
What is most valuable?
I think the most valuable part of Informatica is the flexibility in extending the data model. I think that is the biggest benefit. The data quality component is also an important part of it.
What needs improvement?
I have begun to lose track of what needs to be improved because we only use the product now for what it is best at and in those areas it does not need improvement.
There are two main things and that make up the complete Informatica suite solution. One is the insight into the data lineage which was a huge promise made by the product, but one that it never delivered in practice. That was the big problem that we are trying to solve in another way. The second part of the solution, especially for MDM is its ability to use the data by integrating with other process engines.
So the insight into the data or the data analysis part needs to be improved.
For how long have I used the solution?
I have been using Informatica MDM (Master Data Management) for about two years now.
What do I think about the stability of the solution?
Informatica has been stable. It does not have downtime during processing.
What do I think about the scalability of the solution?
I would say that Informatica is scalable. Right now we have about 20 people using the product directly. The scalability would be in the volume and types of data it can scan and collect and it is good at performing these services.
How are customer service and technical support?
With technical support, there is a big gap between sales, presales, and support for the end-users. Like with the data analysis the process starts good but in the end, there is no delivery. There are too many promises and too little delivery. So the support could be also improved after the sales, or I would say that the post-sale support should be improved to be in alignment with the pre-sale support.
How was the initial setup?
Informatica is definitely not easy to install. In order to do the installation and to set up the whole program, I would say it is complex.
What other advice do I have?
On a scale from one to ten (where one is the worst and ten is the best), if I were to rate Informatica MDM and I had a review site, I would mark it as a seven-and-a-half out of ten possible points. It has not delivered on all it has promised.
Which deployment model are you using for this solution?
On-premises
Disclosure: I am a real user, and this review is based on my own experience and opinions.
Associate at a tech services company with 10,001+ employees
Valuable features include data quality improvement, analytics, and reporting.
What is most valuable?
Valuable features include:
- 360 degree view of customer data
- Data quality improvement through better decision making with respect to BI
- Analytics and reporting
- Improvement in he customer experience with better services provided to the application users
- Consistent support to the business through process standardization supported by effective Change Management and Data Governance
How has it helped my organization?
We had implemented it across leading Life Science domain. Clients looked to implement a MDM solution for Customer data, which will create a Golden Record from multiple source systems.
Single and consistent view of Customer Data arising from a centralized data set with unique customer records.
Customer data is a critical asset that must be managed within the enterprise.
An integrated Master Data Management solution is needed to enable a 360-degree view of its Customers and provide accurate and timely Customer information.
The ability to link customer information across HCPs (Healthcare Providers), managed markets, hospitals and institutional accounts enables an enhanced view of the customer.
What needs improvement?
I am looking forward to integration with leading data providers, such as DaaS in the Life Science domain.
For how long have I used the solution?
I'm using Informatica MDM since 2012 in various version XUSP2,9.1,9.5.1,10.1 and 10.2
What do I think about the stability of the solution?
There were a few stability issues, but overall it is a stable product.
What do I think about the scalability of the solution?
When it comes to scalability, it is the best product in the market.
How are customer service and technical support?
I would give technical support a rating of 9/10.
Which solution did I use previously and why did I switch?
I looked into other products in this segment, but we never implemented them.
How was the initial setup?
The setup was pretty simple.
What other advice do I have?
I would suggest to just go for it. It is the best MDM solution in the market.
Disclosure: I am a real user, and this review is based on my own experience and opinions.
Enterprise Architect at Cognizant
It's flexible and intuitive, but workflow and the UI needs some improvement.
What is most valuable?
Overall product management, flexibility, intuitiveness and governance.
What needs improvement?
Workflow & UI
For how long have I used the solution?
2 Years
How are customer service and technical support?
4/5
Which solution did I use previously and why did I switch?
I used IBM PIM before, I switched because of customer centricity, enriched out of box product data management features in Informatica PIM.
How was the initial setup?
Straightforward
What about the implementation team?
Vendor team
Which other solutions did I evaluate?
Yes, STEP, Oracle PIM
Disclosure: I am a real user, and this review is based on my own experience and opinions.

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Hi Man,
10/10 !!! Thank you for making your blogs an embodiment of perfection and simplicity. You make everything so easy to follow.
Q1, Update Strategy vs. Treat Source Rows As: wrong. The UPD just tells the pmdtm process whether the current record shall be inserted into the target, updated (according to the update details!), deleted from the target, or rejected. Data Driven just means that the flag set by the UPD shall be observed, instead of handling all records the same way.
When the UPD flags a record as DD_UPDATE, then the choice between Update Else Insert , Insert Else Update, or Update As Update will be followed.
In all other cases this choice does not apply.
OK, one additional BUT: if you flag a record for DD_INSERT but you don't check the checkbox "Insert", then the record will NOT be inserted into the target table.
The same holds true for the three Update flags and the Delete flag in the appropriate manner.
Q2, SCD without an UPD: if you want to work without an UPD transformation, then you will need separate mappings and sessions for the INSERT records, the UPDATE records, and the DELETE records.
Q3: where's the difference to Q2?
Q4, default values:
Treat Source Rows As = Insert
Insert, Update As Update, and Delete are checked by default.
I am so grateful for your blog. Really looking forward to read more.
Thank you,
Sanjay