Tip

Customer data matching techniques

Aggressive and literal matching are two techniques used in the process of comparing customer (or other) records for purposes of de-duplication and merging to achieve quality customer data.

    Requires Free Membership to View

Literal matching requires field values to be exactly matching to be considered a match. Aggressive matching takes more liberties with customer data values, bringing in intelligence and uses partial and heuristic matching where close or partial matches are scored.

One approach to aggressive customer data matching is to assign comparative scoring to compare two data fields.

Many methods of customer data comparison are possible, including direct comparison, comparison of extended attributes and various forms of spelling and phonetic checking. The method that yields the highest score can be compared to a threshold value to determine the success of the match. Alternatively, each method can be weighted producing an overall comparative score that, again, can be compared to a threshold value to determine the success of the match.

In aggressive customer data matching, a direct comparison would be the equivalent of literal matching, which compares fields literally. Using extended attributes takes a look at the literal and phonetic values in adjoining, relevant fields (like address, phone number and zip code for comparing customers for householding). Spelling checks consider small spelling differences and common misspellings for words. Finally, phonetic checks will consider words with similar sounds as potential matches.

For more information, check out this guide on data quality.

This was first published in March 2002

There are Comments. Add yours.

 
TIP: Want to include a code block in your comment? Use <pre> or <code> tags around the desired text. Ex: <code>insert code</code>

REGISTER or login:

Forgot Password?
By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy
Sort by: OldestNewest

Forgot Password?

No problem! Submit your e-mail address below. We'll send you an email containing your password.

Your password has been sent to:

Disclaimer: Our Tips Exchange is a forum for you to share technical advice and expertise with your peers and to learn from other enterprise IT professionals. TechTarget provides the infrastructure to facilitate this sharing of information. However, we cannot guarantee the accuracy or validity of the material submitted. You agree that your use of the Ask The Expert services and your reliance on any questions, answers, information or other materials received through this Web site is at your own risk.