Inconsistent data within an enterprise data warehousing (EDW) environment reduces the effectiveness of a business intelligence (BI) capability. The EDW return on investment is eroded through a general lack of trust in its data, leading to delayed decisions, increased reconciliations, and costly errors. An emerging approach to addressing data reliability challenges called master data management (MDM) leverages a unified view of business-critical data, which is used across many disparate applications, into a master data repository and then synchronizing that data between both operational and analytic environments. Instituting an MDM program together with a business intelligence program and aligning master data with the data warehouse enables consistent results from the organizational business intelligence and helps realize the ROI without requiring a significant increase in the data warehouse investment.
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