This presentation explores why master data is the core of every maintenance and reliability program. Jack Bordonaro of Prometheus Group explains how inconsistent, incomplete, or outdated asset data leads to downtime, wasted spend, safety risks, and unreliable decision‑making. He breaks down the essentials of clean master data—including taxonomy, asset hierarchy, bill of materials accuracy, and standard compliance—and shows how Prometheus Group’s Master Data as a Service uses AI, machine learning, OCR, and industry standards like ISO 14224 to automate capture, cleansing, enrichment, and long‑term sustainment. The session illustrates real‑world inefficiencies caused by poor data, the impact on planning and scheduling, and the benefits of building a reliable, scalable asset foundation across the enterprise.