Dear Readers,

The DM in DM Review stands for data management, but we often comment that, depending on the audience, we could substitute data mining, direct marketing, data modeling or database management.

Data management covers a number of broad themes that comprise all the disciplines related to managing data as a valuable resource. As software tools continue to develop and mature, organizations have more control over the data aspects of their businesses. Now the trend is toward information management, which is the collection of data with context, for the purpose of improving performance and making better decisions.

Master data management (MDM) is gaining traction as one way to approach the information management challenge. MDM cannot succeed as a purely IT initiative as the term might imply. The cover story, "The Secret to Driving ROI in MDM," by Neeraj Gokhale explores the technology, processes, governance and discipline required of both business and IT for successful deployment. Business users are not interested in changing to fit technology, according to Gokhale, and IT has to work with the stakeholders to assign responsibility for managing the data.

Learning how to mesh the components of information management with successful oversight is one of the aims of the CDI-MDM Summit sponsored by DM Review in conjunction with Aaron Zornes of the CDI-MDM Institute. This three-day conference to be held at the San Francisco Marriott March 25 to 27 showcases customer data integration (CDI) and MDM early adopter best practices. Two other tracks will be data integration services and governance. A few seats remain. If interested, please see page 31 for more information.

Based on our readership study, we know that you like research. You'll be pleased to see results from Nigel Pendse's 2006 OLAP Report in this issue as well as a summary of a survey jointly conducted by IDC and DM Review on business analytics (BA). BA is a broader term that includes application development and packaged analytic applications in addition to traditional BI tools. This $16.6 billion market is expected to grow at an annual rate of 11 percent.

DM Review would like to welcome new columnists Joyce Norris Montanari who will write a "BI How-To" column in the magazine and Michael Gonzales, who will bring his expertise in the area of hands-on BI to his online column each month.

Other new things to watch for include two new e-newsletters: Books Direct announcing newly published books and Careers Direct featuring open positions in the BA/data warehousing field.

Thanks for being such loyal readers. Please send new ideas about ways to improve our magazine and Web site to me at

Hope to see you in San Francisco. Please come and say "hi."

Mary Jo Nott
Editor in Chief

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