Reset Traditional MDM focused on establishing a sanitized single version of the truth. The process usually involved identifying missing or erroneous entries in highly structured datasets, eliminating duplicate records while integrating multiple data sources. While this is still vital, its value alone has diminished in the digital era. The new Digital Master needs to accommodate the evolving requirements and emerging digital data. Rethink The general consensus is that these evolving requirements golden records by validating and eliminating duplicates are becoming more granular and real-time in nature, in and integrating multiple MDM solutions. Changes in data addition to being much more context and insight driven. become rather obvious. There is a shift from traditional golden records to dynamic golden profiles. This also stems from the need to empower We are now producing an unprecedented amount of business users to be able to consume more data and data, including digital data sources, machine-generated, enable patterns that allow for self-service. unstructured, semi-structured and streaming data. This evolution from back office IT-centric golden records These two drivers have given rise to aspirations to modify to business user-centric golden profiles has resulted in or augment traditional MDM to achieve a more complete the need for complementary models. Integration and and dynamic view of data entities. The requirements of logical models (associated with traditional MDM) produce MDM have evolved in the era of digital data and data lakes. Meet Your Digital Master 11