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What kind of data references are being bolted-on to enhance record matching inside the customer database? August 17, 2007

Posted by Peter Benza in Data Elements, Data References, Data Strategy, Data Verification.

Organizations are turning to compiled reference data to compliment the match/merge/optimize routines inside their customer data hub.  A score/rank is also being pre-assigned (appended) to each customer record to make this process easier when it comes to building match-logic for use during the file build process.

A good example of this is aggregating surname into various geographic levels – block group, census tract, zip code, county, and so on.  The resulting surname statistics by geography are used as part of the overall algorithm applied during the integration/update process to improve the decision making process which brings two or more customer records together, referred to as a household.

Note: Surname is only one data element – others exist and vendors in the informations services industry have packaged this concept into licensed modules for use in organizations master data management landscape. 


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