1. A system, comprising: a processor; one or more computer readable media accessible by said processor and storing computer instructions executable by said processor; and an identity hub installed on said one or more computer readable media; wherein said identity hub comprises an identity engine capable of matching and integrating identity data from a plurality of sources into master data records; wherein functionality of said identity engine is accessible by an identity hub manager; wherein said identity hub manager comprises a function for enabling adding implementation defined segments (IDS) after deployment of said identity hub; wherein each IDS is a data structure which encapsulates a single row from one of said master data records; and wherein each IDS has one or more editable fields and an associated Data Definition Language (DDL) statement.