Data quality is these days one of the main focuses of many companies. Microsoft is also aware of this problem, and invests continuously in this area. In SQL Server 2012, code name Denali, we get Data Quality Services DQS. Master Data Management MDM is a set of tools, processes, people and rules for managing master data, like customers or products data. The ultimate goal is to ensure maximal possible quality of the master data. A centralized MDM solution serves as a source of master data. With all constraints, defined workflows and people roles, and with tools for data cleansing, it is an authoritative source of master data for other applications in the enterprise. Master Data Services MDS is Microsoft’s centralized MDM solution that was introduced first in SQL Server 2008 R2, and is enhanced substantially in version 2012. In this session, we are going to introduce DQS and MDS, and show how people that are members of a specialized role called data stewardship can work with it.