Analytical Master Data Management (aka aMDM) has been an on-again, off-again topic in the informationmanagement space. Some describe it as just a use case within MDM, others limit it to dimension management forBI purposes. For some aMDM appears to be a solution looking for a problem. This paper will discuss someconcepts of how a next generation version (2.0) of aMDM should evolve and be implemented from its current statusquo “Dimension/Hierarchy Management” (1.0) serving data warehouses. aMDM 2.0 creates, manages and servesnot only hierarchical meta data but also real-time analytical facts to BI and OLTP applications leveraging existingopMDM functions to ultimately support business transactions. The following analysis is grounded in functionalscenarios by industry supporting the evolving usage patterns; opMDM, aMDM 1.0, aMDM 2.0. Targeted readersare: IT managers, CIOs, enterprise architects, business analysts and line-of-business (LoB) leaders. It is the author’sgoal to prove how the value of linking transactional and analytical environments. The research uses a Delphi-styleanalysis via solution design and data governance workshops in a number of industry settings. All interviewees holdthought leadership positions in their respective market-leading organizations and fill similar positions as theaforementioned target audience of this paper.