Organizations must increasingly deal with never-ending, complex, and costly requirements for using all of their data sources to produce value. Big data must be integrated with small data, but trying to bring varying data sources together without a set of structures and processes supported by the right technology leads to the proverbial "data swamp." One technique is to establish a master data management (MDM) program to coordinate different data sources, which goes hand in hand with data virtualization to ensure data consistency and accessibility.