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Master data management (MDM) is the art of creating a trusted, comprehensive set of records for the core entities of a business by pulling information from across a range of source systems. Those entities might vary by company or industry, but can range from customers to employees, locations, and products. These records then provide a central source of truth that allows organizations to understand their businesses more clearly and make better decisions. Succeeding with an MDM strategy takes careful planning from both a technical and procedural perspective.