Now that master data management (MDM) is on the short-list for many CIOs, it is worthwhile to consider how MDM projects are spawning in organizations and how an organization can evaluate their potential for success. Recent surveys by some industry analysts recommend what the software mega-vendors such as IBM, SAP, and Oracle have been hyping -- that CIOs must look at the MDM effort holistically and embark upon an enterprise-wide MDM initiative.