Dear Readers:

I can hear whistles from a nearby football field as coaches lead their charges through drills that hopefully will turn their teams into disciplined, winning machines. DM Review has the same mission: provide information that adds to your knowledge base, fine-tunes your job skills and increases your value as a professional team member within your organization.

To continually offer the targeted content that you need to do your jobs, we conduct a readership study each summer. In August, Litchfield Research surveyed our subscribers via Internet invitations. We chose three winners of a $50 American Express gift card in a random drawing of the respondents. Congratulations to Kevin Light, senior portfolio architect with EDS; Terry Schriever, programming and systems development manager for Catalyst Direct; and Andres Perez, senior information management consultant for IRM Consulting, Ltd. Co. Thanks to all of you who participated.

One of the exciting outcomes of the survey is our new tagline, which we introduce in this issue. Information Is Your Business sums up what DM Review is all about. We realize that information is the lifeblood of your organizations. We also realize that you do information for a living. Tying the two together was natural.

This annual readership survey is used as a basis to plan our editorial direction. Not surprisingly, 91 percent of the respondents rated business intelligence as their number one topic of interest, followed by data quality (84 percent), data warehousing (83 percent) and analytics (82 percent). This corresponds with the variety of factors that are driving competitive differentiation: the use of timely and reliable data; reporting and analytic tools for all levels of knowledge workers; and traditional data strategies such as data warehousing.

The management of customer and product data alongside traditional finance, sales and marketing information is leading to a golden age of master data management. Read the Mastering Master Data special section beginning on page 31 that focuses on approaches to master data management (in Matthew Beyer's article) as well as product information management (in Martin Boyd's piece). Ventana Research provides statistics on the maturity level of MDM adoption rates. Columnists Aaron Zornes, Jill Dyche and Evan Levy also offer their perspectives on this burgeoning technology.

Senior executives who want to leverage these technologies are taking personal interest in the requirements and governance issues related to both deploying and managing enterprise strategies. David Marco explains the principles of data governance and stewardship, and William Laurent looks at outsourcing the governance functionality.

Make DM Review your playbook for a winning professional strategy.

Mary Jo Nott
Editor in Chief

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