Master Data Management (MDM) is a critical component of cognitive computing, as it enables enterprises to bridge the gap between data generated internally and externally. MDM programs help enterprises to draw meaningful insights from copious amounts of data and conduct targeted campaigns across specific customer segments. Recent statistics show that 70% of a Data Scientist’s time is spent on data collection and preparation. To reap the benefits of cognitive computing, there is a need for rigorous management of master data, which includes elements of syntax, semantics, discovery, integration and quality. Modern data modelling techniques and Machine Learning (ML) help to translate schema from disparate sources into holistic data representations applicable to multiple types and origins of data, forming a golden record of master data. Graph technology has further shifted the data modelling space by going schema-less and driving multi-dimensional views.