1. A method comprising: creating a first data object, wherein the first data object includes a plurality of data fields storing a plurality of data values received by user input, each data value being associated with a data field; storing the created first data object in a first database system; executing, by the first database system, a trigger function in response to creating the first data object, wherein the trigger function automatically causes one or more servers in a second database system to determine if one or more existing data objects stored in the second database system include one or more data values that match data values included in the first data object stored in the first database system by automatically comparing data values included in the one or more existing data objects stored in the second database system with the data values included in the first data object stored in the first database system, the first database system and the second database system being used to provide different services; and generating one or more feed items in response to determining that a match exists, wherein the one or more feed items provide one or more users with an indication of the determined match, the indication comprising at least one of an identifier that identifies the one or more existing data objects having data fields with matching data values and a link activatable by the one or more users for modifying at least one of the first data object and the one or more existing data objects.