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In this session you will learn the most common mistake organizations make when formulating what seem like logical justifications for master data management initiatives, and how you can avoid it by bearing just a few counterintuitive principles in mind. These best practices will help you maximize delivery of business benefits, safeguard your MDM program from internal and external events, and avoid expending unnecessary effort and expense. We will cover: 85% of conventionally justified MDM programs fail due to justifications that are logical and correct, but that have a fatal flaw that has one of two effects. When an MDM program fails or is in jeopardy, the most common root cause is lack of directly identified business outcomes or of MDM’s impact on outcomes identified elsewhere (corporate transformation initiatives, etc.). There are some simple (but counterintuitive to most organizations) principles and techniques that will prevent these situations. Enterprise Data World 2021 Speaker: Bill O'Kane, VP and MDM Strategist (Profisee)