A cloud based service provides Master Data Management (MDM) services to clients. A client may create/modify MDM workflows that are hosted by the cloud based service to assist in meeting their needs. An interface is provided at points within the workflow that is hosted by the cloud based service. The cloud based service utilizes a flexible pipeline that executes predefined configurable blocks. A user can create or customize an existing workflow based on the predefined set of blocks (e.g. execution blocks, conditional blocks, loop blocks). The blocks are configured to receive, process and send information relating to the master data according to a predefined schema. Clients may publish master data changes and/or subscribe to master data changes made by other clients.