REDWOOD CITY, Calif., Oct. 30, 2006 -- Purisma(TM), a leading provider of master data management (MDM) solutions, today announced version 2 of the Purisma Data Hub, the industry's first MDM platform to combine high-end accuracy with exceptional speed of deployment and ease of use through an incremental, "solutions-driven" approach. With Purisma Data Hub, companies can implement MDM and customer data integration (CDI) projects to quickly respond to specific business challenges such as creating a single view of a customer, identifying related corporate entities following a merger or acquisition, or identifying up-sell and cross-sell opportunities without the time, cost, complexity, or disruptions of conventional MDM solutions. Purisma Data Hub is available immediately.

Purisma Data Hub (formerly called Purisma Customer Registry) offers a number of breakthrough capabilities that ensure data accuracy while speeding deployment. A continuous learning system for matching data overcomes the limitations of conventional "lowest-denominator" MDM systems that strip out vital information from diverse data sources in order to impose uniformity. Purisma Data Hub accumulates knowledge of the data from across the enterprise, creates a superset of identity recognition information, retains and links all data from all source systems, and continues to learn from reference authorities, such as Dun & Bradstreet, and from data stewardship activities.

"For decades, large enterprises have been plagued by inconsistent data arising out of multiple source systems, but today's business challenges, including ensuring regulatory compliance, increasing operational efficiency, and creating competitive differentiation, are compelling more and more Fortune 1000 organizations to deploy MDM solutions," said John Radcliffe, research vice president at Gartner. "Organizations that implement MDM can eliminate the endless debates about whose data is right, and instead make better business decisions based on a single version of the truth."

Advanced Hierarchy Management

Purisma Data Hub offers second-generation hierarchy management, going beyond the conventional representation of point-to-point, literal relationships, such as "subsidiary of," by enabling the role-based presentation of information. Users, whether sales, marketing, finance, or operations managers, see hierarchical information organized in the manner they require, such as "all accounts related to a strategic customer organized by sales region," thus reducing the time and effort it takes to obtain actionable knowledge.

"Prior to Purisma Data Hub, our customers were forced to choose between two options, deploy a lengthy master data management solution as an enterprise-wide initiative, or implement a short-term fix to a business challenge that delivered neither the accuracy nor the long-term benefits of MDM," said Pete Daffern, CEO and chairman of the board at Purisma. "Many companies have failed in their attempts to solve this problem, but today, Purisma delivers the right combination of accuracy, speed, and ease of use to help our customers get their data right, keep it right, and keep it simple -- in three to four months, not three to four years."

Incremental, "Solutions-Driven" Approach

With Purisma Data Hub, an expandable data model enables companies to start with a small master record and expand it as needed. This unique feature of Purisma's solutions-driven approach enables companies to implement an MDM project to solve a specific business problem, but keep the project manageable so it can be implemented in a few months instead of years. The expandable data model also eliminates the political and technical obstacles of getting multiple data "owners" to agree on a single enterprise data model.

Purisma Data Hub now synchronizes both data and newly found knowledge about the data, such as "which customers are premier customers," with source systems. Purisma is also the first to offer true lifecycle data management. From a single interface, a data steward can load, update, analyze, view, and correct the data. To facilitate integration of the Purisma Data Hub with applications, Purisma is delivering high performance, out-of-the-box interfaces for publish and subscribe, web service transactions, and account search and validation. These interfaces accelerate time to value for new projects.

About Purisma

Purisma is a leading provider of a solutions-driven master data management (MDM) platform for enterprises. With Purisma Data Hub companies can, for the first time, implement highly accurate MDM projects to respond to specific business solution challenges without the time, cost, complexity, or disruptions of conventional MDM solutions. Purisma customers include Fortune 500 businesses across many customer-centric industries; strategic partners include Business Objects, Dun & Bradstreet, Hyperion and Teradata. Company headquarters are located in Redwood City, California. To learn more about Purisma, visit http://www.Purisma.com, call (650) 306-8300 or e-mail info@purisma.com.

NOTE: Purisma is trademark of Purisma, Inc.