Entity matching (EM) finds data instances that refer to the same real-world entity. In 2015, we started the Magellan project at UW-Madison, joint with industrial partners, to build EM systems. Most current EM systems are stand-alone monoliths. In contrast, Magellan borrows ideas from the field of data science (DS), to build a new kind of EM systems, which is an ecosystem of interoperable tools. \em This paper provides a progress report on the past 3.5 years of Magellan, focusing on the system aspects and on how ideas from the field of data science have been adapted to the EM context. We argue why EM can be viewed as a special class of DS problems, and thus can benefit from system building ideas in DS. We discuss how these ideas have been adapted to build \pymatcher\ and \cloudmatcher, EM tools for power users and lay users. These tools have been successfully used in 21 EM tasks at 12 companies and domain science groups, and have been pushed into production for many customers. We report on the lessons learned, and outline a new envisioned Magellan ecosystem, which consists of not just on-premise Python tools, but also interoperable microservices deployed, executed, and scaled out on the cloud, using tools such as Dockers and Kubernetes.

Many works have applied crowdsourcing to entity matching (EM). While promising, these approaches are limited in that they often require a developer to be in the loop. As such, it is difficult for an organization to deploy multiple crowdsourced EM solutions, because there are simply not enough developers. To address this problem, a recent work has proposed Corleone, a solution that crowdsources the entire EM workflow, requiring no developers. While promising, Corleone is severely limited in that it does not scale to large tables. We propose Falcon, a solution that scales up the hands-off crowdsourced EM approach of Corleone, using RDBMS-style query execution and optimization over a Hadoop cluster. Specifically, we define a set of operators and develop efficient implementations. We translate a hands-off crowdsourced EM workflow into a plan consisting of these operators, optimize, then execute the plan. These plans involve both machine and crowd activities, giving rise to novel optimization techniques such as using crowd time to mask machine time. Extensive experiments show that Falcon can scale up to tables of millions of tuples, thus providing a practical solution for hands-off crowdsourced EM, to build cloud-based EM services.

Entity matching (EM) has been a long-standing challenge in data management. Most current EM works focus only on developing matching algorithms. We argue that far more efforts should be devoted to building EM systems. We discuss the limitations of current EM systems, then present as a solution Magellan, a new kind of EM systems. Magellan is novel in four important aspects. (1) It provides how-to guides that tell users what to do in each EM scenario, step by step. (2) It provides tools to help users do these steps; the tools seek to cover the entire EM pipeline, not just matching and blocking as current EM systems do. (3) Tools are built on top of the data analysis and Big Data stacks in Python, allowing Magellan to borrow a rich set of capabilities in data cleaning, IE, visualization, learning, etc. (4) Magellan provides a powerful scripting environment to facilitate interactive experimentation and quick "patching" of the system. We describe research challenges raised by Magellan, then present extensive experiments with 44 students and users at several organizations that show the promise of the Magellan approach.

Entity matching (EM) has been a long-standing challenge in data management. Most current EM works, however, focus only on developing matching algorithms. We argue that far more efforts should be devoted to building EM systems. We discuss the limitations of current EM systems, then present Magellan, a new kind of EM systems that addresses these limitations. Magellan is novel in four important aspects. (1) It provides a how-to guide that tells users what to do in each EM scenario, step by step. (2) It provides tools to help users do these steps; the tools seek to cover the entire EM pipeline, not just matching and blocking as current EM systems do. (3) Tools are built on top of the data science stacks in Python, allowing Magellan to borrow a rich set of capabilities in data cleaning, IE, visualization, learning, etc. (4) Magellan provide a powerful scripting environment to facilitate interactive experimentation and allow users to quickly write code to "patch" the system. We have extensively evaluated Magellan with 44 students and users at various organizations. In this paper we propose demonstration scenarios that show the promise of the Magellan approach.

Recent approaches to crowdsourcing entity matching (EM) are limited in that they crowdsource only parts of the EM workflow, requiring a developer to execute the remaining parts. Consequently, these approaches do not scale to the growing EM need at enterprises and crowdsourcing startups, and cannot handle scenarios where ordinary users (i.e., the masses) want to leverage crowdsourcing to match entities. In response, we propose the notion of hands-off crowdsourcing (HOC)}, which crowdsources the entire workflow of a task, thus requiring no developers. We show how HOC can represent a next logical direction for crowdsourcing research, scale up EM at enterprises and crowdsourcing startups, and open up crowdsourcing for the masses. We describe Corleone, a HOC solution for EM, which uses the crowd in all major steps of the EM process. Finally, we discuss the implications of our work to executing crowdsourced RDBMS joins, cleaning learning models, and soliciting complex information types from crowd workers.

A knowledge base (KB) contains a set of concepts, instances, and relationships. Over the past decade, numerous KBs have been built, and used to power a growing array of applications. Despite this flurry of activities, however, surprisingly little has been published about the end-to-end process of building, maintaining, and using such KBs in industry. In this paper we describe such a process. In particular, we describe how we build, update, and curate a large KB at Kosmix, a Bay Area startup, and later at WalmartLabs, a development and research lab of Walmart. We discuss how we use this KB to power a range of applications, including query understanding, Deep Web search, in-context advertising, event monitoring in social media, product search, social gifting, and social mining. Finally, we discuss how the KB team is organized, and the lessons learned. Our goal with this paper is to provide a real-world case study, and to contribute to the emerging direction of building, maintaining, and using knowledge bases for data management applications.

Many applications that process social data, such as tweets, must extract entities from tweets (e.g., "Obama" and "Hawaii" in "Obama went to Hawaii"), link them to entities in a knowledge base (e.g., Wikipedia), classify tweets into a set of predefined topics, and assign descriptive tags to tweets. Few solutions exist today to solve these problems for social data, and they are limited in important ways. Further, even though several industrial systems such as OpenCalais have been deployed to solve these problems for text data, little if any has been published about them, and it is unclear if any of the systems has been tailored for social media. In this paper we describe in depth an end-to-end industrial system that solves these problems for social data. The system has been developed and used heavily in the past three years, first at Kosmix, a startup, and later at WalmartLabs. We show how our system uses a Wikipedia-based global "real-time" knowledge base that is well suited for social data, how we interleave the tasks in a synergistic fashion, how we generate and use contexts and social signals to improve task accuracy, and how we scale the system to the entire Twitter firehose. We describe experiments that show that our system outperforms current approaches. Finally we describe applications of the system at Kosmix and WalmartLabs, and lessons learned.