I have earlier had issues with SEO agencies posting comments on this blog in their quest to help data quality tool vendors in getting better search rank for data quality related terms. Example here.
This happened again today with a recent post called Addressing Digital Identity.
I find it quite funny that the SEO guy is talking about fighting identity fraud while posting a comment under a name that I bet is not his/her real name:
A physical address has traditionally been a core element of doing identity resolution. Stating a name and an address is the most widespread way of telling with which person or which company we are (aiming at) having a business and other form of relationship.
However, during the last 25 years a lot of things have moved from the physical world to the online world. Not at least a lot of things start in the online world while in many cases ends up in the physical world. Today selling, the smart way, starts in social media. Final delivery may be digital or may be sending a package or a consultant to a physical address. A thing like dating most often starts in the online world today but surely the aim is a physical encounter.
This new way of life has a tremendous affect on data quality and master data management. Within quality of contact data, the most frequent domain for data quality issues, we have traditionally dealt with verifying names and addresses and deduplicating names and addresses.
As the best way of preventing data quality issues is looking at the root we must address that onboarding of contact data often starts with a digital identity where a physical address isn’t present in the first place but often will be updated at a later stage.
As described in the post Social MDM and Systems of Engagement a new trend in master data management is to establish a link between the new systems of engagement and the old systems of record.
In the same way data quality prevention and improvement will have to cover establishing a link between a new discipline being digital identity resolution and the good old address verification stuff.