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Cultural Awareness Capabilities for Social MDM As we have worked with customers around the world, we have encountered numerous situations that have taught us to broaden our understanding, handling, and use of information about people—once again reminding us of the diversity and richness of human nature. Following are some of the things we have learned: • Birth dates can be surprisingly tricky. In some cultures, people have a religious birth date that is different from the birth date tracked by the government. This could be due to differences between religious calendars and secular calendars, or it could be that the religious birth date is selected for other reasons. Depending on how you ask people for their birth date, you may get either their actual or religious birth date. In other situations, the government may assign a birth date. For example, in some rural areas of India, children are assigned a legal birth date based on their first day in elementary school. So you need to exercise caution in using birth date as an attribute in matching individuals, and you also have to consider how information is gathered. • Names can also be challenging. In some cultures, people have official and religious names. So again, it is important to understand how and why an individual might give one or the other and perhaps provide the capability to support both. • In some countries, there are multiple government identification systems for taxation, social services, military service, and other purposes. In some of these schemes, an individual may, for instance, have multiple tax ID numbers: one that represents the individual and another that might represent individuals in their role as head of household or head of clan. • Different languages and cultures represent family relationships in different ways. In some languages, specific terms and honorifics reflect relationships that don’t have equivalents in other languages. Therefore, as you look at understanding relationships and householding, you have to accommodate these nuances. • Address information is country-specific and, in some cases, also region-specific within a country. Not all countries have postal codes. Many countries allow an address to be descriptive, such as “3rd house behind the church.” We have found this in parts Europe as well as other parts of the world.
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Martin Oberhofer (Beyond Big Data: Using Social MDM to Drive Deep Customer Insight (IBM Press))