Contents 4 Then and Now 24 Exploring the Architectural 10 Shift from Golden Record Components to Golden Profile 28 Digital Master 15 The Contextual and Analytical Powered Business Elements of a Digital Master 32 Deploying the Digital Master 18 Laying the Foundation for 36 Transitioning to the New a Digital Master 39 Conclusion 21 Architecting the Digital Master Meet Your Digital Master 3