Data cleansing and normalization are at the forefront of master data management. Moreover, the global digital payment ecosystem is generating data at a tremendous pace. Together with the demand for value add is leading to the emergence of a large number of data products and services. These support an ever-growing array of business capabilities for intelligent players with the means of applying analytics to improve the customer experience. An uplift of revenue and an increase in their average acceptance ticket size reduces the risk from evolving models and rules associated with dynamic fraud detection and the likelihood of default by industry stakeholders. Continuous technology advances in the field of data science Artificial Intelligence (AI) and Machine Learning (ML) is facilitating the extraction of valuable information at every stage of the payments lifecycle by using statistical and scientific techniques, thereby leading to the development of these new solutions and service offerings. More points of interaction coming from the Internet of Things (IoT) are going to drive more automated origination through payments as your smart fridge automatically reorders your groceries for fulfillment by a drone that arrives at your home. Data assets, predictive, and adaptive analytics are being leveraged to build innovative One View solutions for Customer, Merchant, and other entities in the Payments ecosystem to provide value-added and targeted services. Mature data sources with high-quality data elements are being harnessed to implement solutions that lower risk for digital payments, yet offer a seamless and enriched user experience during and after a payments transaction. Integrations through APIs also open up avenues for sharing of data assets with partners in the payments ecosystems to provide value-added services like offers and loyalty programs to end consumers.