The Role of Referential Matching in Master Data Management

  • April 25, 2018
  • 2:00 PM – 3:00 PM ET
  • Online

Health insurance providers increasingly struggle with master data management (MDM) for member/person data. As strategic initiatives require more clinical, socio-economic and behavioral health data, “head-to-head” comparison fails and matching becomes exponentially more difficult.

This webinar will explore real-world case studies of how old matching approaches have failed, and why a new approach is needed. Specifically:

  • What are the fail points of probabilistic matching?
  • How will this harm business outcomes?
  • And what can be done to improve both?

Attendees will learn:

  • How probabilistic matching approaches are failing
  • How these failures are harming payer performance
  • The ins and outs of referential matching
  • A case study for health insurance providers on using referential matching for HEDIS improvement


Mark LaRow, CEO of Verato

Mark is the Chief Executive Officer of Verato. He was formerly at MicroStrategy, a business intelligence software provider, for 14 years where he was the Executive Vice President of Products, responsible for product strategy, product marketing, and competitive intelligence. Prior to MicroStrategy, Mark was with Ernst & Young for 17 years and left as Partner responsible for all technical consulting in the east region of the US. Mark holds MS and BS degrees from MIT in electrical engineering and computer science.

Brandon Cosley, Biostatistical Research Scientist, BlueCross BlueShield of TN

Brandon Cosley is a biostatistical research scientist on the predictive analytics team at BlueCross BlueShield of TN. He received his PhD in quantitative psychology in 2011. Brandon’s work focuses on developing machine learning and predictive analytics that address a variety of outcomes including behavior change, clinical identification, and automation. He applies a variety of data science tools including natural language processing, advanced machine learning, and software development. His work has been published in peer-reviewed publications, professional publications, and in popular media.

Nathan Funk, SVP of Optum Advisory Services