The vendor hype machine is up and running, and master data management (MDM) will be in your favorite software salesperson’s messaging and in their quotas by the time you read this. That hype drives business for a while, but soon MDM will have to prove its mettle.

So should you listen or care? Is MDM a fad, as some believe, or is it here to stay? I believe information management architectures are ripe for innovation as the transition continues to more operational forms of business intelligence (BI), moving it back to its most effective place alongside business operations. MDM fits right onto that path, offering key supporting data for operational BI.

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