A rethinking of what master data means has given rise to opportunities for a more business and outcome-oriented focus. The new Digital Master has challenged our insistence on strict, deterministic single versions of the truth. By expanding what digital data means, we are also seeing an acceptance of probabilistic approaches that aim to increase the number of potential outcomes. These outcomes provide a rich input to AI and machine learning applications, data services and analytical applications Challenge Digital Master Flow We recently helped an organization with the The emphasis in this example and indeed with the new objective of building a cross-device identity graph digital master data approach, is the empowering of the for advertising purposes, which consisted of data business user and applications to consume master data on households, devices and individuals, enriched in a granular, contextual, analytical and real-time manner. with online digital data sources. Services such as bring-your-own-data and broad activation Notice that in Figure 10 on the following page, channels were key requirements. the master data is progressively enriched as it flows through the information pipeline and increases the master data value. Meanwhile, master data along the pipeline enhances the data confidence while helping to convert information gleaned from digital data sources into actionable insights. Meet Your Digital Master 29