Master data management has gained importance in today's complex and harsh global business landscape due to demanding suppliers, trading partners and customers as well as financial challenges and government regulations. Despite the recent economic crisis, analyst firms have declared MDM to be "recession proof" as businesses strive to dramatically reduce costs, meet compliance reporting mandates, deliver increased sales and marketing effectiveness, and provide superior service to customers and suppliers. MDM and its variants - customer data integration, product information management and data governance - all significantly contribute to these tactical business priorities.

Capitalizing on MDM in times of crisis, however, requires an understanding of key underlying business and technology trends. Data from the MDM Institute's quarterly "MDM Reality Check" shows some escalation in scope and funding of MDM and data governance programs in the first half of 2010. The findings from this survey will be presented at the series of MDM Summit conferences throughout 2010 including London, New York City, San Francisco, Sydney and Tokyo.

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