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DataDelta Named Cool Vendor by Leading Analyst Firm



ot; report by Gartner, Inc.


Las Vegas, NV June 15, 2009-- DataDelta has been included in the list of Cool Vendors in the Cool Vendors in Master Data Management, 2009 report by Gartner, Inc.



This research highlights cool vendors and technologies in the master data management (MDM) market. MDM program managers should consider the need for vendors and technologies like these to complement their main MDM technology investments, say the authors, John Radcliffe and Andrew White, in the report introduction.



DataDelta pioneered the field of 'sMatch Profiling Analytics's, the next evolutionary step beyond traditional data profiling, said Ed Allburn, DataDelta'ss President and CEO.



Record matching, deduping, householding and entity resolution are at the heart of MDM solutions to create a 'sSingle View of Customer's. DataDelta'ss proprietary technology maximizes match accuracy by providing a fundamentally new kind of analysis that helps optimize the configurations of today'ss increasingly sophisticated (and complex) match engines from vendors such as IBM, Oracle, SAP, Initiate Systems, Siperian, DataFlux, Trillium Software and others. DataDelta can also assist the sales evaluation process by comparing results between different match vendors to enable more comprehensive and objective analysis of their true strengths and weaknesses, continued Mr. Allburn.



Key to DataDelta'ss Match Profiling is its unique ability to quickly do OLAP-style slice 'sn dice, drill-down analysis on entire databases even billions of records in size. This is in stark contrast to match vendors's traditional tools and techniques that rely on only analyzing small samples of data. Trying to optimize match accuracy by only using samples of today'ss large, diverse databases is like trying to solve a Rubik'ss Cube by only looking at one color sample. You can get that one color'ss side of the cube to look perfect, but if you stop there the rest of the cube can still be badly scrambled - just as your database may still have serious match problems outside the sample data.



Also available as a consulting service with no software purchase required, DataDelta'ss analytics help optimize enterprise search and enterprise merge, such as when configuring survivor logic to generate composite golden records based on match results and business rules to prioritize best-of-breed data attributes. DataDelta also has relationships with many major Systems Integrators and consulting firms and often subcontracts as Subject Matter Experts (SME) on their teams. For example, DataDelta has a track record of success working with Systems Integrators such as Infosys Technologies.



Partnering with DataDelta has allowed us to fine-tune the match results for several of our large CDI implementations much more accurately and find false-positives and false-matches that we would have never found otherwise in large data sets, said Duane Lyons, a partner in the Information Strategy practice of Infosys.



In their report, Radcliffe and White comment that some of the companies could become an acquisition target, and in fact one of the companies was recently acquired by IBM. In today'ss climate, one must realistically keep all options open, conceded Mr. Allburn.



About Gartner'ss Cool Vendors Selection Process


Gartner'ss listing does not constitute an exhaustive list of vendors in any given technology area, but rather is designed to highlight interesting, new and innovative vendors, products and services. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness of a particular purpose.



Gartner defines a cool vendor as a company that offers technologies or solutions that are: Innovative, enable users to do things they couldn'st do before; Impactful, have, or will have, business impact (not just technology for the sake of technology); Intriguing, have caught Gartner'ss interest or curiosity in approximately the past six months.



About DataDelta


Since 2004 DataDelta has been helping major firms maximize match accuracy for consumer and business data in a variety of industries such as banking 's38; finance, consumer electronics, healthcare and international membership organizations. DataDelta is compatible with all Master Data Management (MDM), Customer Data Integration (CDI) and Data Quality record matching technologies, including custom home grown systems. For more information, visit DataDelta'ss website at www.DataDelta.com or email info@DataDelta.com



DataDelta will next be exhibiting:


* Aug 24-26, 2009 at the SourceMedia MDM SUMMIT Americas in San Francisco, California


* Oct 05-07, 2009 at the Gartner Master Data Management Summit in Los Angeles, California



All other trademarks are acknowledged as the property of their respective owners.






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