As organizations mature in their data strategy, the need for both governance and master data management (MDM) becomes undeniable. Microsoft Purview has emerged as a powerful platform for data discovery, classification, lineage, and policy enforcement, enabling enterprises to treat data as a trusted asset. But governance alone doesn’t solve the challenge of fragmented, inconsistent core entities, like customers, vendors, or products.

That’s where Profisee MDM enters the picture.

This blog explores how combining Microsoft Purview with Profisee MDM creates a synergistic framework for data trust, quality, and compliance. You’ll learn how Purview provides visibility and control across your data estate, while Profisee ensures that your most critical data domains are accurate, complete, and ready for operational use.

We’ll walk through:

• The foundational benefits of Purview for governance
• The role of Profisee in mastering core business entities
• Real-world scenarios where the two platforms complement each other
• A roadmap for integrating governance and MDM in Azure

Whether you’re a data steward, architect, or executive sponsor, this blog will help you understand how to elevate your data maturity by unifying governance and stewardship, turning data into a strategic advantage.

Section 1 – The Governance Foundation: Microsoft Purview

As organizations evolve along the data maturity curve, the need for centralized visibility, control, and trust becomes non-negotiable. Microsoft Purview answers this call with a unified governance platform that spans on-premises, multicloud, and SaaS environments. It’s not just a tool, it’s the backbone of enterprise-grade data clarity.

Let’s break down the core pillars that make Purview foundational to modern data governance:

Unified Data Map

Purview’s Unified Data Map automatically scans your data estate and builds a living inventory of assets.
It captures metadata, relationships, and lineage across SQL Server, Azure, Microsoft 365, Power BI, and more. This map becomes the single source of truth for governance stakeholders, enabling them to understand how data flows, where it lives, and how it’s used. It’s the launchpad for classification, policy enforcement, and stewardship.

Data Catalog and Glossary

Purview’s Data Catalog transforms metadata into a searchable, business-friendly interface. Users can discover data assets using technical or business terms. Glossary terms bring semantic meaning to datasets, aligning business and IT. Stewards can document definitions, usage guidelines, and ownership directly within the catalog, meaning no more stale Excel dictionaries.

Lineage, Classification, and Policy Enforcement

Purview doesn’t just show you what data exists; it also shows you how it moves and how it’s protected.

Lineage diagrams visualize data movement from source to destination, enabling impact analysis and audit readiness. Classification rules automatically tag sensitive data (e.g., PII, financials) across platforms. Policies enforce access controls, retention rules, and compliance boundaries, ensuring governance isn’t just aspirational, but operational.

Data Estate Insights and Compliance Dashboards

Governance isn’t static. It’s a living process.

• Purview’s dashboards give stakeholders real-time visibility into governance health.
• Data Stewardship KPIs track curation rates, ownership coverage, and classification completeness.
• Catalog Adoption Metrics show how users are engaging with the data catalog, searches, views, and top assets.
• Compliance Dashboards surface gaps, risks, and policy violations—turning governance into a proactive discipline.

Microsoft Purview lays the groundwork for treating data as a strategic asset. It’s not just about knowing what data you have. It’s about knowing how to trust it, protect it, and activate it. In the next section, we’ll explore how Profisee MDM builds on this foundation by mastering the core entities that drive business decisions.

Section 2 – The MDM Layer: Why Profisee?

While Microsoft Purview provides visibility and control across the data estate, it doesn’t solve the problem of data inconsistency at the core entity level. That’s where Master Data Management (MDM) comes in.

MDM is the discipline of creating and maintaining a single, authoritative version of key business entities—such as customers, products, vendors, and locations. Without it, organizations struggle with duplicate records, conflicting hierarchies, and unreliable reporting. MDM ensures that the data driving decisions is accurate, complete, and trusted.

Introducing Profisee: Microsoft-Aligned MDM for Azure

Profisee is a cloud-native MDM platform built to integrate seamlessly with Microsoft’s data stack.
It’s a certified Microsoft partner and designed to run natively on Azure. It complements Purview by resolving entity-level inconsistencies that governance tools alone can’t fix.

Together, Purview and Profisee create a governance + stewardship framework that spans discovery, classification, and resolution.

Key Profisee Capabilities:

Golden Record Creation:

Profisee uses survivorship rules and matching logic to consolidate duplicate records into a single “golden” version. This ensures that every customer, product, or vendor is represented accurately across systems. Golden records become the foundation for analytics, reporting, and operational workflows.

Hierarchy Management:

Profisee allows organizations to define and manage complex relationships between entities. Whether it’s parent-child customer structures, product bundles, or regional roll-ups, Profisee maintains the integrity of these hierarchies. This is essential for financial rollups, segmentation, and compliance reporting.

Data Stewardship Workflows

Profisee empowers business users to participate in data quality management. Stewards can review, approve, and correct data through intuitive workflows. This decentralizes data ownership and embeds accountability across domains.

Integration with Azure Synapse, Power BI, and Purview

Profisee is built for Azure-native interoperability:

• Push mastered data directly into Synapse for analytics.
• Feed golden records into Power BI for trusted reporting.
• Register mastered entities in Purview’s Data Catalog for lineage and classification.
• Align glossary terms and policies across both platforms.

Profisee doesn’t replace Purview; it completes it. While Purview governs the landscape, Profisee curates the core. Together, they enable organizations to move from data sprawl to data trust.

Section 3 – Purview + Profisee: Better Together

In isolation, Microsoft Purview and Profisee MDM each solve critical pieces of the data trust puzzle. But when integrated, they form a governance + stewardship framework that transforms how organizations manage, protect, and activate their data.

Let’s break down how these platforms complement each other across the data lifecycle:

Purview governs the landscape; Profisee curates the core entities

Purview scans the entire data estate—on-prem, cloud, SaaS—and builds a unified map of assets, relationships, and lineage. Profisee focuses on the core business entities—customers, products, vendors—ensuring they are accurate, complete, and standardized. Together, they provide both breadth and depth: Purview gives you visibility across the ecosystem, while Profisee ensures the foundational data is trustworthy.

Purview discovers and classifies; Profisee standardizes and resolves

Purview automatically identifies sensitive data, applies classification labels, and surfaces governance gaps. Profisee resolves duplicates, applies survivorship rules, and creates golden records. This means sensitive data is cleaned, consolidated, and ready for use when discovered.

Purview enforces policy; Profisee ensures data quality and consistency

Purview applies access controls, retention policies, and compliance boundaries. Profisee ensures that the data subject to those policies is valid, consistent, and stewarded. This alignment ensures that governance isn’t just technical—it’s operationally enforceable.

Real-World Synergy

Let’s look at how this plays out in practice:

• Sensitive Customer Data Purview scans your CRM and flags records containing PII. Profisee steps in to resolve duplicates, enrich missing fields, and create golden customer profiles. Result: You know where sensitive data lives—and you trust its accuracy.
• Data Lineage and Source Trust Purview visualizes how data flows from source to report. Profisee ensures that the source data is clean, deduplicated, and governed by business rules. Result: Lineage diagrams reflect not just movement, but quality and authority.
• Regulatory Compliance Purview enforces GDPR or HIPAA policies across the estate. Profisee ensures that the data subject to those policies is curated and traceable. Result: Compliance becomes auditable and defensible.

Together, Purview and Profisee create a closed-loop system of discovery, classification, resolution, and enforcement. It’s not just governance; it’s governance with integrity.

Section 4 – Use Case Scenarios

When Microsoft Purview and Profisee MDM are deployed together, they don’t just improve data governance. They transform how organizations operate. Below are three high-impact scenarios where this synergy delivers measurable results.

1. Customer 360: Unified Customer Views with Confidence

Challenge: Fragmented customer data across CRM, ERP, marketing platforms, and support systems leads to duplicate records, inconsistent segmentation, and unreliable reporting.

Solution:

• Profisee creates golden customer records by resolving duplicates, enriching missing fields, and applying survivorship rules.
• Purview tracks data lineage across systems, classifies sensitive fields (e.g., PII), and enforces access policies.

Outcome:

• A single, trusted view of each customer across the enterprise.
• Accurate segmentation, personalized engagement, and improved customer satisfaction.
• Full traceability of customer data from source to report.

2. Regulatory Compliance: Governance + Stewardship for GDPR, HIPAA, and Beyond

Challenge: Organizations must comply with data privacy regulations, but lack visibility into where sensitive data lives or how it’s managed.

Solution:

• Purview automatically discovers and classifies sensitive data across the estate, applying labels and access controls.
• Profisee ensures that regulated entities (e.g., patients, customers) are mastered, validated, and stewarded with domain expertise.

Outcome:

• Compliance becomes auditable and defensible.
• Data subject rights (e.g., access, deletion) can be fulfilled with confidence.
• Governance policies are enforced on clean, curated data, not just raw assets.

3. Operational Efficiency: Streamlined Reporting and Analytics

Challenge: Reporting pipelines are slowed by inconsistent data, manual cleansing, and unclear lineage.

Solution:

• Profisee delivers trusted master data to analytics platforms like Azure Synapse and Power BI.
• Purview provides metadata, lineage, and glossary terms to enrich reporting logic and ensure semantic clarity.

Outcome:

• Faster time-to-insight with fewer manual interventions.
• Trusted metrics and KPIs across departments.
• Reduced the cost of data preparation and increased analyst productivity.

These scenarios demonstrate how Purview and Profisee together create a closed-loop system of discovery, classification, resolution, and enforcement. It’s not just about managing data—it’s about activating it with trust, clarity, and control.

Section 5 – Getting Started

Integrating Microsoft Purview and Profisee MDM isn’t just a technical deployment; it’s a strategic shift in how your organization treats data. To unlock the full value of this synergy, you need to align people, processes, and platforms. Here’s how to get started:

Step 1: Establish Governance Roles

Before any tool is deployed, governance must be owned.

• Data Stewards: Responsible for data quality within specific domains. They validate, correct, and approve master data.
• Data Owners: Accountable for the business value of data assets. They define policies and ensure alignment with business goals.
• Data Curators: Manage metadata, glossary terms, and catalog enrichment. They ensure discoverability and semantic clarity.

These roles should be formalized, cross-functional, and supported by executive sponsorship.

Step 2: Define Core Domains for MDM

Not all data needs mastering—focus on the domains that drive business decisions. Start with high-impact entities like Customer, Product, Vendor, or Location.

For each domain, define:

• Key attributes
• Matching and survivorship rules
• Stewardship workflows
• Integration points with downstream systems (CRM, ERP, analytics)

Step 3: Use Purview to Scan and Classify – Use Profisee to Resolve and Enrich

This is where the platforms come alive. Microsoft Purview scans your data estate, discovers assets, and classifies sensitive fields. Profisee MDM ingests those classified entities, resolves duplicates, and enriches records with business rules.

Register golden records back into Purview’s Data Catalog to complete the loop—now your governed data is also mastered.

Step 4: Build Feedback Loops Between Governance and Stewardship Teams

Governance isn’t static. It evolves.

• Create regular checkpoints between Purview administrators and Profisee stewards.
• Use Purview’s Data Estate Insights to surface gaps in classification, ownership, and policy coverage.
• Use Profisee’s Stewardship Dashboards to track curation rates, approval cycles, and data quality metrics.
• Align both teams around shared KPIs: trust, coverage, compliance, and adoption.

By following these steps, organizations move from fragmented governance to orchestrated stewardship. Purview provides the map; Profisee ensures the terrain is clean, consistent, and ready for action.

Conclusion: Governance Meets Stewardship

In today’s data-driven landscape, organizations can no longer afford to treat governance and master data management as separate disciplines. Microsoft Purview provides the visibility, classification, and policy enforcement needed to govern the data estate. Profisee MDM delivers the precision, stewardship, and golden records needed to trust the data at its core.

Together, they form a unified framework that transforms data from a liability into a strategic asset.

By integrating Purview and Profisee, organizations gain:

• A holistic view of their data landscape
• Trusted, curated master data for operational and analytical use
• Enforceable governance policies backed by clean, authoritative records
• A collaborative ecosystem where stewards, owners, and curators work in sync

This isn’t just about compliance or cataloging. It’s about building a resilient, intelligent data foundation that supports growth, innovation, and accountability.