Advanstar Communications, Inc. is a leading business-to-business communication company, which provides forums for buyers and sellers with common goals to communicate with each other. Two main venues that enable this interaction are the production of trade shows and the publication of trade magazines. Other products that enhance the buyer-seller relationship include list rentals, classified ads, card decks and Web sites featuring magazine content, trade show exhibitor lists and e-directories.

As Advanstar grew, each industry segment grew as an independent business unit, causing data to be managed in "pockets" across the organization. These "pockets" of data were the result of different technologies managing different businesses with different business rules and department heads. We needed a way to bring this data together in one place with one consistent set of business rules to standardize the value of the data and still allow the business units to manage independently.

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