I recently spoke with one of the members of our team, Steve LoCastro, about the different types of matching for a customer data integration application. Steve is one of the SingleVision developers and also is a key member in working with our clients in developing their single customer view.
In speaking with Steve, he stated that in order to develop a complete single view of the customer, you need the ability to modify matching criteria based on the specifics of the data.
For example, if you are matching 2 internal files, such as a CRM system and an accounting system, the match rules are going to be different than if one of the files included external information such as a marketing list. When the files are fairly homogeneous, such as only internal files, you may be able to use fairly loose rules. When external files are included in the mix, then you mostly likely will have to tighten your rules. Otherwise, you will get false positives.
The key to a successful customer data integration match is to be able to review the data, understand the objectives, and have the ability to craft the rules based on the data and objectives.
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