IBM Master Data Management team Product Manager Eric O'neill talks with me about reference data, data used to categorize, qualify, and classify other data in the enterprise. He addresses the difficulty in mapping between the categorization data and the source data; many organizations still do this by "hand," using spreadsheets with manual updates. Eric suggests a centralized, "master data" approach. Catch Eric at Information on Demand 2012 , October 21-25, in Las Vegas. More on InfoSphere Master Data Management .