While your enterprise applications and infrastructure technology change rapidly, the underlying Information Architecture must transcend those evolutions and persist data consistently over long periods of time. Arguably, no other aspect of any architecture has similar expectations regarding its near-infinite longevity. Master Data Services, a new component of Microsoft SQL Server 2008 R2 aims to deliver the best of Master Data Management in a simple and practical way. This session introduces the basis of the MDM process: data acquisition and import, modelling, and export through subscriptions. We pay particular attention to the new data modelling architecture and its taxonomy before diving into a practical demo of this technology. This session’s main aim is to show you an innovative way to better manage, track, audit for compliance, and deliver multiple versions of the same data to a multitude of operational, line-of-business, warehouse, and analytical systems which you run today.