For a growing number of organizations, master data is required to provide competitive advantage, increase customer service levels, and drive new products or service offerings. In response, master data management must embrace big data analytics in order to deliver such capabilities, as well as cloud-enablement, deployment and integration.

Unfortunately, across both the private and public sectors, many organizations still struggle to provide a single view of the “truth.” This too often holds true whether for "party" (customer, citizen, supplier, etc.) or "thing" (product, location, measurements, etc.).

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