DataFlux CEO Tony Fisher to Discuss MDM Planning Strategies at Enterprise Data World 2009

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Fisher to co-present session with Jeff Grayson of Equinox Fitness, a DataFlux customer.

DataFlux, a leading provider of data quality and data integration solutions, today announced that Tony Fisher, president and CEO of DataFlux, and Jeff Grayson, CIO of Equinox Fitness, will be discussing master data management planning strategies at the upcoming Enterprise Data World 2009 conference.

"MDM: Ignore the Hype and Keep the Focus on Data"

There is tremendous confusion amongst companies who believe they can deploy master data management (MDM) solutions without defining the parameters of master data. Some companies are even led to believe that MDM is the pathway to better data quality, when in reality, an MDM program cannot get off the ground unless high standards of data quality are already in place.

Tony Fisher, president and CEO of DataFlux Corporation, and Jeff Grayson, CIO of Equinox Fitness, will discuss the prerequisite measures companies must take before attempting to implement a master data management (MDM) program within their enterprise. Fisher and Grayson will elucidate common myths and misconceptions about MDM to help the audience set reasonable, realistic expectations for program success by prioritizing data quality.

Additionally, Fisher and Grayson will present data quality lessons learned from Equinox's implementation of DataFlux solutions to examine what needs to be in place to build the foundation for an eventual MDM project, including:

  •     Universal agreement on data definitions
  •     Data governance policies to guide the collection and management of data
  •     Data stewardship teams to enforce these standards
  •     Technology to reconcile and standardize data from dozens or hundreds of applications
  •     A full set of business rules that can monitor data and flag any inconsistencies
  •     Data de-duplication to get rid of redundant, incomplete data

Tuesday, April 7, 2009
10:15 AM - 11:15 AM EDT
Tampa Convention Center
Tampa, Florida
This conference is presented by DAMA International and Wilshire Conferences. The event was formerly known as the DAMA International Symposium and Wilshire Meta-Data Conference.

For more information, please go to:

Tony Fisher, president and CEO of DataFlux
Tony Fisher joined DataFlux as president and general manager in 2000. In his years at DataFlux, he has guided the company through tremendous growth as DataFlux became a market-leading provider of data quality and data integration solutions. Tony is also a featured speaker and author on emerging trends in data quality, data integration and corporate compliance efforts. Prior to DataFlux, he was the director of data warehouse technology at SAS.

Jeff Grayson, CIO of Equinox Fitness
Jeff Grayson is a business executive and technology leader with over fifteen years of experience innovating in the retail, hospitality and media industries. Jeff has been the CIO of Equinox Holdings since 2002 and in his tenure the company has grown from 10 to 50 clubs while emerging as an industry leader in the application of technology as a strategic business advantage. Prior to joining Equinox, Jeff has led teams of technologists and defined technology strategies for Deutsch Bank, Keyspan Energy, Lucent, Sputnik7 Media, Tandy Corporation, Wit Capital and SportsYA! Media.

About DataFlux
DataFlux enables organizations to analyze, improve and control their data through an integrated technology platform. With DataFlux enterprise data quality and data integration products, organizations can more effectively and efficiently build a solid information foundation that delivers a unified view of customers, products, suppliers or any other corporate data assets. A wholly owned subsidiary of SAS (, DataFlux helps customers rapidly assess and improve problematic data, building the foundation for enterprise data governance, compliance and MDM initiatives. To learn more about DataFlux, visit

DataFlux and all other DataFlux Corporation LLC product or service names are registered trademarks or trademarks of, or licensed to, DataFlux Corporation LLC in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies.


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Scott Batchelor
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