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 and comprising an identity engine to match and integrate data relating to identities from a plurality of different information sources into an identity hub data schema corresponding to a schema of a database, wherein said identity hub data schema includes one or more pre-defined segments for storing corresponding data from the different information sources with each pre-defined segment encapsulating a corresponding database object element from the database; wherein said identity hub further comprises a set of metadata tables defining one or more custom segments for altering the identity hub data schema and corresponding database schema for a particular user implementation, wherein the custom segments are used for storing corresponding data from the different information sources and each custom segment encapsulates a corresponding database object element from the database, wherein said custom segments are defined by a user via a user interface to store data from the different information sources specific to the particular user implementation, and wherein said specific data stored by said custom segments includes data from the different information sources other than said corresponding data stored by said pre-defined segments; wherein said set of metadata tables includes information to define the one or more custom segments including for each custom segment a unique name, individual fields, one or more roles, and an indication of persisting custom segment data in the database.