For every enterprise, Master data is at the heart of its business. It provides the translating mechanism enabling effective business interaction across internal units, external partners and customers. Despite this value, master data is rarely managed as a business asset. The need for MDM and data governance comes up in enterprises operating in Cross lines of Business, Cross Channel Service, Cross Functional Work, Cross Application View, and Mergers & Acquisitions. MDM orchestrates people, process and technology to apply control over the quality of "master" data across an ecosystem.