Master Data Management (MDM) is not a destination as much as it is a journey. To some degree or another, all colleges and universities engage in MDM. The question all institutions should ask themselves is “Are we doing MDM at a maturity level that truly meets our needs?” This session will define the data maturity cycle, how to assess an institution’s maturity level, and the business risk associated with inadequate maturity, and AI readiness to help advance maturity.