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Session Title: Master Data Management (MDM) Primer and Best Practices Abstract: This session provides an opportunity for attendees to learn basics about Master Data Management (MDM) and best practices to facilitate the launch of an MDM initiative at their respective organizations. As MDM theory and applications mature to the level of suitability for Enterprise adoption, many progressive companies are recognizing the opportunity to competitively differentiate themselves by implementing MDM solutions. However, there is confusion around the topic of MDM. What exactly is "Master Data" and how does it differ from Transactional and Analytical Data? Attendees will learn the definition of Master Data and where it fits in the data continuum, followed by a discussion about which Master Data Domains are important for an Enterprise and why organizations are best served by managing Master Data in a proactive manner. Key lessons to be shared are understanding the challenges of Master Data, the drivers for implementing Master Data Management (MDM) solutions and how these solutions benefit the Enterprise. The focus of the session then concludes with a review of current best practices in MDM.