For as long as I can remember, master data management (MDM) has been a task for the IT function of an enterprise. Typically, MDM has been assigned to the data management specialization within IT. However, there are now indications that another specialized area is on the rise in a wide array of enterprises, and this area seems to be set to take the leading role in MDM.

I call this emerging area data content management (DCM), after a suggestion made to me earlier this year by Professor Allan Grody. DCM is a competency that is not merely interested in the functionality required to manage master data, but is also deeply concerned with and knowledgeable about the physical data values within master data and the relationship of these values to the process and informational needs of the enterprise. This enables DCM to perform a number of important tasks for the enterprise that IT cannot.

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