This document discusses master data management (MDM) and presents a new approach using an operational data hub with streamlined MDM. It begins by defining MDM and noting the complexity of traditional MDM systems. Traditional MDM uses relational databases and lengthy processes for data modeling, ETL, and integration across siloed systems. This leads to systems that are slow, expensive, and brittle. The document then introduces an alternative approach of using an operational data hub to directly integrate transactional applications and handle various data types. It describes how streamlined MDM can load data as-is, match and merge data at the point of engagement, maintain metadata and provenance for all data, and provide a simplified and flexible architecture