The master model will likely be much more like a master data management system or a complex of federated queries that extractdata that then may be used in a data mart for special purposes.
Data science is the spry third generation of BPR, responding to vastly increasing IT capacity, unprecedented ability of businesses to create data, widespread realization that data is a valuable resource, and the burdensome need to extractdata from storage in order to realize business value.
Instead of seeing me as an entity they can extractdata from, in order to upsell and cross sell, or indeed on order to merchant my data on to other retailers, I want a service provider that I can genuinely trust my data to and who can broker relationships with me across the virtual world.