While master data management (MDM) will bring some order to the chaos in otherwise diverse source systems, it has an interesting role to play in new-generation business intelligence (BI) architectures (dubbed by some as BI 2.0). One of the key features desired by the entire BI user community and also the non-BI community (who hopes to benefit from the analytics technologies and capabilities of BI) is the realization of search-enabled BI.