In this webcast, Kevin Petrie of Eckerson Group and Stephen Lin of Semarchy discussed the importance and ROI of master data management (MDM). Petrie's Eckerson Group aids businesses in data and analytics strategies, while Lin's Semarchy is a leader in MDM and data integration, emphasizing rapid data mastering. Petrie highlighted that while there's excitement around AI and advanced analytics, there's an impending resurgence in MDM interest due to challenges like data quality and governance. A common problem for many enterprises is dealing with multiple data "truths" or versions, leading to conflicts, siloed systems, and increased costs. This issue has kept data quality and MDM at the forefront, being the top data management trend for seven years. Despite the allure of cutting-edge technologies, foundational data challenges remain persistent. MDM aims to resolve these by creating a consistent and unified data source, matching and merging data from various systems. The ultimate goal is to have consistent, trusted records and "golden records" that offer a singular version of the truth. Different architectural strategies exist to achieve this.