The most complicated part of data engineering is the effort involved in making the raw data fit into the narrative of the business. Master Data Management (MDM) is the process of building consensus around what the information actually means in the context of the business and then shaping the data to match those semantics. In this episode Malcolm Hawker shares his years of experience working in this domain to explore the combination of technical and social skills that are necessary to make an MDM project successful both at the outset and over the long term.