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Master Data Management is a vital capability of data-driven organizations – today more than ever. The growing amounts of event data that companies harvest come from new digital transformations, business process instrumentation, and customer engagements. Its usefulness depends on the quality of its reference data (people, places, things) to provide valuable context to run and optimize the business. There’s a higher reluctance to tackle these projects due to a long history of failed projects and the risk of major investments with limited results.