The concept of a single version of the truth has been proselytized by data warehouse experts for quite some time. The idea was to retain a single record within the data warehouse that represented the current version of a business entity. But as data warehouses evolved and more data sources offered their own versions of customer data, the ability to produce a single version of the truth became a challenge.

Master data management (MDM) has morphed the concept of a single version of the truth into something altogether different. Operational data integration via MDM hub technologies has introduced the possibility of cleansing and integrating data “where it lays.” This offers several advantages, including the ability to bring together many sources of information and produce a single authoritative record or generate the best record (or best version of the truth) based on an application’s needs.

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