Although it might sound like one of Master Yoda’s wise sayings, it is in fact one of the realities of modern IT. In fact, it’s more than a reality, it’s a significant challenge for most CIOs today. Years and years of disconnected technology investments are driving many organizations to a state where data duplication becomes a harsh fact of life. Simple questions like “where is you customer data located?” have in many cases multiple answers. This is not necessarily a bad thing, as long as there is a clear methodology to manage data. Unfortunately, most of the time there is no such thing in the organization. The fact that “where is your customer data located?” has multiple answers is worsened by the fact that “which application manages your customer data?” has multiple answers. To make matters even more complicated, most of the applications referred in the response will claim they own the “customer”.

MDM (Master Data Management) is emerging as a potential way to address the challenges mentioned above. Unfortunately, many organizations believe that by simply implementing a MDM solution all of these challenges will be addressed. That’s a big (and potentially costly) mistake. In most cases, along with the MDM solution itself, you also need a serious shift in the organization’s data management mindset. Failure to drive the mindset change will inevitably lead to the failure of the MDM solution implementation. Such a mindset change should result in at least the following:

• A data governance program that spans (preferably) the entire organization
• A master data model
• Changes in applications that interact with master data
• Coherent maintenance processes

Obviously, these are major changes for any organization, and they should be supported by the appropriate toolset. SQL Server 2008 R2 brings for the first time to the Microsoft Application Platform such a toolset, in the form of SQL Server 2008 R2 Master Data Services (MDS). Basically, MDS provides you the infrastructure to implement a master data hub for the central management of master data entities and hierarchies. This infrastructure provides services like management portal, versioning, data-centric workflows, extensible business rules, and role-based security.

For the first time on the Microsoft Application Platform we have the necessary tools to morph the vision of unified, enterprise-wide master data management into tangible reality. All we need is the ability to drive the change in mindset.

To find out more about this promising technology I encourage you to go to the SQL Server 2008 R2 Master Data Servicessite.

I admit, this might not be the best name for this post, but as I'm writing it the Golden Globe Awards event is unfolding, so I hope my cinematography bias is excused. In case you're still wondering, this is about SQL Server 2008 R2. "Take Two" might not be the best choice simply because SQL Server 2008 R2 is not an attempt to fix issues with SQL Server 2008. As a matter of fact, I think SQL Server 2008 was a smashing hit. What do you do when you have such a winner at hand? It's simple: you build on it. And it sure looks like Microsoft is going to do this with R2.

But enough with the digression, let's get back to the core of the subject. Which are the major new things to expect from SQL Server 2008 R2?

Reporting Services is one area where we'll see significant improvements. To name just a few of them: new constructs in the expression language, new layout features, better data visualization, shared reporting components, and deeper SharePoint integration. There's also going to be a new Report Builder and a new rendering extension that enables us to consume reports as ATOM feeds (see my previous post about ATOM feeds).

Data modeling and analysis will benefit a lot from the new PowerPivot technology. Despite the fact that it’s available mainly as an Excel 2010 extension, PowerPivot is at its heart nothing more and nothing less than an in-memory multidimensional cube based on Analysis Services technology. And it has its own language (see my previous post). But the thing that will make PowerPivot a real winner is its availability in SharePoint 2010 via Excel Services, part of the SQL Server 2008 R2 SharePoint 2010 Insights.

Operations gets its fair share through the new functionalities related to Applications and Multi-Server Management. Concepts like data-tier applications, server groups, and control points are some of the most important things in this area.

Master Data Services enables you to implement master data management solutions (more about this in a future, dedicated post).

Finally, the StreamInsight technology firmly puts SQL Server on the map of Complex Event Processing platforms. The best definition for StreamInsight is one that I’ve recently heard saying that instead of throwing the query to the data, it throws the data to the query. On a more technical note it’s a technology that enables near-zero latency queries on the data while “in flight”. To make things more difficult, the data involves multiple and concurrent event sources generating data at high rates.

Well, that’s about it. It's quite easy to notice that Business Intelligence is the prevailing theme here. While all the new features are important and quite powerful, I think the ones related to BI are the most important. Since this post is already quite long, I’ll save the more detailed talk about BI in SQL Server 2008 R2 for future posts.

One of the new rendering extensions available in Reporting Services in SQL Server 2008 R2 is the one that renders reports in the ATOM data feed format. This is an excellent new and standardized way to get the raw data from a report (supposing for instance that you do not need the formatted version) when your only point of connection is the reporting service itself. The ATOM data feed can be consumed by virtually any application that can handle data feeds. What's really cool here is that the new ATOM functionality is nothing more (from an external point of view) than a rendering extension which makes it blend in a very natural way into the overall Reporting Services landscape.

One particularly interesting example of ATOM feed consumer for Reporting Services is the new PowerPivot technology available in Excel and SharePoint 2010. Obviously, it's not the only one. As I mentioned above, anything that understands data feeds can benefit from this new functionality.

So… how do you get the ATOM feed? It’s as simple as using an URL access string like:

http://<server>/ReportServer?/<path>&rs:Command=Render&rs:Format=ATOM&rc:DataFeed=<datafeedname>

Read more about getting data feeds from reports here.