Techniques and solutions are provided for integrating master data from multiple applications. Master data from multiple applications can be integrated for use in processing data associated with internet of things (IOT) devices, such as by joining master data with timeseries data (including aggregated values). Integrating master data from multiple applications can include converting master data from a schema used by an application into an analytics schema. New or updated master data can be indicated in a message sent by an application. In processing the message, additional master data, or data used to determine how master data should be processed, can be retrieved.