Hello Leading MDM Vendor

This morning I received messages from a leading MDM vendor about an upcoming webinar the 12th September.


As we have the 3rd October today this is strange and the vendor of course sent out a correction later today:


That’s OK. Shit happens. Even at data quality and MDM vendors marketing departments.

I am probably a kind of a strange person been living in two countries lately, so I got the original message and the correction both to my Scandinavian identity from the vendor’s Scandinavian body:


As well as to my UK identity from the vendor’s UK body:


That’s OK. Getting a 360 degree view of migrating persons is difficult as discussed in the post 180 Degree Prospective Customer View isn’t Unusual.

Both (double) messages have a salutation.





Being Mr. Sorensen in the UK is OK. Using Mister and surname fits with an English stiff upper lip and The Letter ø could be o in the English alphabet.

I’m not sure if Dear Mr. Sørensen is OK in a Scandinavian context. Hello Henrik would be a better fit.

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10 thoughts on “Hello Leading MDM Vendor

  1. Karen Way 3rd October 2013 / 21:55

    LOL! Great post! It’s interesting that this particular vendor ended up with the proverbial egg on their face!

  2. Conrad Chuang 3rd October 2013 / 22:48

    Interesting, especially in light of your comments on graph-based MDM from a couple of posts ago. Could one say this an example of the problem caused by “looking at entities … in a flat data model?”

  3. John Owens 3rd October 2013 / 23:56

    Great example of Party MDM gone wrong. Perhaps their seminar is all about how to avoid such errors!

  4. garymdm 4th October 2013 / 06:03

    🙂 I get two emails from who I suspect are the same “leading” mdm vendor. Just shows how mdm without data quality is still a mess

  5. garymdm 4th October 2013 / 06:07

    I also seem to recall that you have psted a similar post about the same issue a year ago – nice to know that social MDM is taking off 🙂

  6. Henrik Liliendahl Sørensen 4th October 2013 / 13:33

    Thanks Karen, Conrad, John and Gary for comments on this post, which is meant as a lighthearted post. The similarity with an old proverb about that the shoemaker’s kids go barefoot and what data quality and MDM vendors do in marketing has also been touched a few times here on the blog.

  7. Dennis Moore 6th October 2013 / 21:40

    Hello Henrik –

    What you describe above are not signs of a technology problem. Understanding how to address people in different countries is not really an MDM issue, but rather an issue of cultural awareness (perhaps!) by marketing folks. And of course this is exacerbated by individual preferences. Not to mention that the match rules may not have had any way to identify you as the same individual across your different digital identities. Be that as it may, I will make sure your identities are merged, now that we are aware. I hope you will join us for the webinar. If you are in London on Tuesday, perhaps you can also join us for our MDM Day (along with a couple of hundred others). Thanks for pointing out the opportunity to serve you better.

    Med vänliga hälsningar
    Dennis Moore

    • Henrik Liliendahl Sørensen 6th October 2013 / 21:57

      Dear Mr. Moore

      You could be very right that my identities in the Informatica marketing databases probably only have the name (spelled differently by myself as I don’t use the ø in UK) in common. So in order to resolve the entity resolution one should use advanced entity resolution embracing big data sources as social networks and perhaps blogs 🙂 which I indeed doubt will stand a business case for this purpose.

      Unfortunately the MDM days in London and Stockholm doesn’t fit my whereabouts.

      All the best

      • Dennis Moore 9th October 2013 / 07:28

        Henrik –

        For obvious reasons, we control access to prospect (and other PII) data, so I can’t see how you exist in the marketing database. Nonetheless, I’m not certain how or why we should have merged your multiple identities through MDM/DQ matching rules. If you have identical e-mail addresses for each registration, then I suppose we should re-examine our match rules. Otherwise, you would have different addresses and e-mail addresses, and our match rules would not identify you as a duplicate.

        Social data would be no help in your case (nor would Big Data) – there are 374 Henrik Sorensens (I didn’t even look at H Sorensens and other variations) in LinkedIn, 3 of whom identify themselves as living in Sweden (and none of those 3 are you). 27 Henrik Sorensens on LinkedIn have an easily identifiable database/integration background (including you). 30 have “data” as a keyword (including you). 1 has an Informatica MDM background (and is not you). Any of these Henrik Sorensens could have (and, indeed, several very well may have) registered with us.

        MDM/DQ sometimes lead to false positives and false negatives, but that does not negate the importance of data governance, nor does it point at a deficiency in any product (including Informatica’s).

        Happy to continue this discussion in person or by phone/videoconference at some point. Thanks …

        – Dennis

  8. Henrik Liliendahl Sørensen 9th October 2013 / 07:59

    Thanks again Dennis. My original point was actually also, that this is hard 🙂

    All the best


    PS: My first entry using Sørensen is made from Denmark. The name would Sörensen in Sweden. I think Informaticas subsidiary in Sweden covers all of Scandinavia.

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