REVIEWER: Derren Fielder, co-founder of

BACKGROUND: Match2Lists is a business newly created by Segmetrix, the B2B execution intelligence firm with deep roots in customer data integration and experts in the provision of insightful business intelligence solutions for blue chip companies. The Match2Lists developers created their software to slice through high volumes of matching and deduping at breakneck speeds. Match2Lists incorporates a vast knowledge base of data transformations for European and North American countries making it ready for immediate use without customization.

PLATFORM: Match2Lists runs through Linux SuSE and the Kognitio WX2 platform, incorporated as part of Kognitio’s DaaS offering.

PROBLEM SOLVED: We’ve been matching data for years, combining data from customers’ disparate data sets and ensuring the combined result was as free from inaccurate or duplicate listings as possible. While we experimented with different technology, nothing was fast or accurate enough or could allow us to scale as required. We built our own technology, which produced much better results but was cumbersome. Kognitio’s WX2 analytic database gave us huge opportunity to incorporate real power behind our matching technology. As a result, Match2Lists was born. Now our customers can also access Match2Lists online. We now produce high quality integrated BI solutions for customers in a fraction of the time previously required, with a higher level of confidence.

STRENGTHS: We’ve been working with Kognitio’s DaaS for more than a year now. Its reliability and robust performance is key to our success, providing us with virtually unlimited processing power. It allows us to scan billions of potentials to identify the more likely matches, providing us with a tremendous advantage over our competitors. The DaaS platform is highly flexible; the faster we want to go, the more hardware we allocate. We’re currently testing data sets of more than 30 million records, even compared against a small database of 10,000, that’s an enormous challenge for most systems. Put another way, that’s 30 million to a power of ten thousand. We can’t see anything else in the marketplace that comes anywhere near being able process this volume as quickly, let alone in a multitenant online environment. The cost/performance of Kognitio WX2 via DaaS makes this all possible.

WEAKNESSES: The only weakness we’ve discovered is the standard development tools supplied with WX2, which could be improved. Although it’s not been a major problem as WX2 database is programmed using mostly standard SQL syntax so other development tools can be used.

SELECTION CRITERIA: We explored other database technologies from Oracle and Microsoft. But none of this technology had the capability to manage in-memory massively parallel execution. Without that capability, we had to leave our servers processing overnight to finish jobs. With WX2, we can run them live time, dynamically changing parameters on the fly to find and match even more data. Kognitio was keen to help and provided us with great support during the development process, which accelerated our lead times, enabling Match2Lists to be the first ‘Software as a Service’ of its kind.

DELIVERABLES: We now can provide our clients with the ability to rapidly match, merge and deduplicate lists on demand via their Web browser. Once completed users can download the match results and their clean deduplicated lists.

VENDOR SUPPORT: Kognitio has worked with us throughout; our working relationship has been second-to-none. I can’t speak highly enough of them. Every time there’s a question, we worked with their development team and together came up with solutions every time. They’ve helped us and it’s been a pleasure to work with them.

DOCUMENTATION: We haven’t needed to use the documentation that much. The knowledge we already had was transferable and it wasn’t a massive learning curve to move from one SQL database to another. We’ve called Kognitio to answer questions not typically found in documentation, to achieve the best possible performance, because what we’re doing has never been done before.

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