Master data allows multiple, diverse users to simultaneously consume the same underlying information. Decades of uncontrolled data entry, inadequate standards and deficient governance structures has undermined the theoretical capabilities of costly ERP implementations and master data. Free text, unstructured, incomplete and non-compliant data hampers operational performance. Purchasing fails to achieve saving opportunities, materials management are unable to optimise stocking levels, and maintenance are plagued by unscheduled downtime. The strategic objective of master data repeatedly founders on the jagged rocks of data, standards and process.