Purisma Data Hub 3.0 Enables IT to Deliver New Levels of Value and Control to Business Users

MDM Solution Extends Industry Lead in Data Governance, Hierarchy Management, and Integration with D&B

Redwood City, CA – March 26, 2007 - Purisma™ today announced Purisma Data Hub 3.0, the latest version of its master data management (MDM) solution that combines high-end data accuracy with exceptional ease of use. Purisma Data Hub 3.0 increases the ability of enterprise business users, such as those in marketing, sales or purchasing to maximize their use of integrated information about customers, suppliers, or other currently disparate records. Purisma Data Hub 3.0 is available immediately.

With new team-based data governance capabilities, enterprises have even greater ability to manage a unified definition of their master data across the enterprise with an easy-to-use interface that coordinates team activities. Purisma Data Hub 3.0 also provides the business with unprecedented flexibility in creating multiple views of master data for different groups while still maintaining a consistent, core definition of the customer. Moreover, the ability to run “what-if” data scenarios and to arrange data in customized hierarchies increases data visibility and accessibility for business managers and analysts who use it for planning and to drive daily business decisions. In a related release, Purisma today also announced a new family of business data appliances, the industry’s first software appliances for the MDM market that make it easy for enterprise departments and lines-of-businesses to instantly launch their own MDM initiatives (see “Purisma Business Data Appliances Offer Industry’s First “Instant-On” Master Data Capability”).

“MDM offerings continue to proliferate and evolve incrementally, but the next major advance will be in making it easier for enterprises to govern and use the data they put into these systems to make better business decisions more rapidly,” said John Radcliffe, research vice president at Gartner. “Bridging the gap between data quality and data usability requires a shift in focus from technologies to business challenges, and the companies that take the lead on this will be in a stronger competitive position.

“There has been a very favorable response to our Purisma deployment and the 360-degree view of customers it delivers,” said Carlos E. Galarce, Senior Vice President and Chief Information Officer, INFOR. “Purisma Data Hub provides our data team with immediate access to complete and reliable customer information, which is critical for maximizing our sales opportunities. A better understanding of our customers’ demographics, purchase trends, and support needs contributes to our competitiveness and top-line success.”

Key Features of Purisma Data Hub 3.0

Team Based Data Governance
Solving the master data management challenge requires more than just great technology. MDM projects must also address the people and process side of the equation. For many large companies, this may require large teams of data stewards that are working together cooperatively. Purisma Data Hub 3.0 enables several key concepts required by industry best practices in data governance. First, not all customers are of equal importance and therefore not all customer records should be given the same attention. Purisma enables business users to prioritize workloads to get the best return for their efforts. The solution also allows users to delegate tasks across a team of data stewards with different degrees of expertise and provides a workflow approval process that insures that only approved changes take effect. In addition, Purisma Data Hub provides a central location from which all MDM decisions and issues can be documented and tracked. And Purisma’s data governance solution is versatile and can scale to meet any data management needs—from companies that want to invest minimal data stewardship to companies that want to equip and manage large teams of data stewards.

Multi-Dimensional Hierarchies
The truth is that often there is no agreed upon “single view of the customer.” The sales group wants to view the customer by sales territories. The marketing department wants to view that same customer by market segment, while accounts receivable wants to view the customer from a legal liability perspective. Purisma Data Hub’s multi-dimensional hierarchies enable organizations to define multiple, automatically maintained views of a customer to meet the needs of different business constituents. These hierarchies are defined by rule and data-driven classifications of customer records. Customer and vendor records can be easily organized into hierarchies that correspond to their industry segment, sales region, sales revenue, support status, legal entity, or other dimensions. With Purisma Data Hub 3.0, users don’t have to choose a structure based on just one dimension. They can put them together, looking at sales region by industry segment, or at industry segment by sales region.

Scenario Planning
Purisma Data Hub 3.0 enables what-if scenario planning, allowing business users to analyze the effect of major changes based on real data, not guesswork or gut feelings—a critical tool in an age of corporate restructuring and mergers and acquisitions.

MyData for D&B
Purisma Data Hub 3.0 enables corporations to get the most out of their D&B investment. Sales and marketing operations can now easily customize D&B’s data to reflect how they view and interact with their customers. Purisma also increases the percentage of records that are assigned DUNS numbers by using a blended scoring system that combines the best of D&B and Purisma matching capabilities. Integration with D&B is also simplified for IT. Instead of coding custom workflows to integrate internal data with D&B, IT implementers simply configure pre-defined workflows and schedule them. When the customized D&B data is refreshed, Purisma Data Hub 3.0 preserves changes that have been made to corporate hierarchies, corporate attributes, or DUNS assignments.

“Version 3.0 expands the data lifecycle management capabilities of Purisma Data Hub to include even tighter integration with D&B data, giving business users far greater flexibility to customize their data based on this trusted information resource, without sacrificing accuracy or ease of use,” said Pete Daffern, CEO and chairman of Purisma.

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, D&B, Hyperion and Teradata. Company headquarters are located in Redwood City, California. To learn more about Purisma, visit www.Purisma.com, call (650) 350-3500 or e-mail info@purisma.com.