Mark Gschwind, VP of Business Intelligence at DesignMind, gave a presentation on Master Data Services (MDS) in SQL Server 2012. He began with an overview of master data and its importance for central curation, quality management, and ease of access for business users. He then reviewed the key capabilities of MDS, including modeling, validation, stewardship, and integration. Gschwind demonstrated creating an MDS model, using the new Excel interface, business rules, and exposing MDS data to a data warehouse. He concluded with tips for successful MDS implementations such as starting small, engaging business users, and using the development environment.