A few days ago Jeff Jonas of IBM made a new blog post called Master Data Management (MDM) vs. Sensemaking.
Herein Jeff Jonas ponders the differences in the data matching algorithms we use in traditional MDM, predominately name and address matching, and the kind of identity resolution we need when we for example try to listen to and make sense of the signals in the social media data streams.
Jeff Jonas says: “Different missions, different tools. Some organizations will use one or the other; most organizations will want both.”
I tend to disagree slightly with Jeff Jonas. As told in the post The New Year in Identity Resolution I think we will need a connection between the old systems of record and the new systems of engagement.
Indeed the algorithms will be used differently and indeed we need different thresholds of confidence for different tasks. But I think we will have to make the integration story a bit more complicated in order to make sensible decisions across the two missions.