Identity Resolution and Entity Matching

Identity resolution is the process of identifying the unique business for a particular inputted record. In the case of CRM, uniquely identifying each of the customer records is critical to the success of CRM initiatives. Dun & Bradstreet uses our patent-pending Entity Matching process to ensure each account record in a CRM system is assigned a unique identifier (D-U-N-S Number). This process allows companies to quickly identify duplicate records for potential consolidation.

Dun & Bradstreet’s matching capabilities differs for many other offerings in the market due to our use of the largest database of current and historical information available in our reference file. Input records are matched to our reference file using many possible match points and then we use sophisticated, proprietary algorithms to predict the most likely record in our database that is a match for the input record. When customers leverage Dun & Bradstreet’s referential Entity Matching process, they can quickly identify that these three seemingly unrelated records are all part of one single business entity.

When matching entities using Dun & Bradstreet Match Reference Data, it is important to understand the impact of three key drivers of satisfaction:

  • Inquiry Quality
  • Dun & Bradstreet Match Reference Data
  • Match Environment

With the largest Match Reference Universe and Match technology, Dun & Bradstreet can deliver state-of-the-art capabilities for two of these three success metrics. Inquiry Quality refers to the customer’s input record sent to Dun & Bradstreet. Customers can improve their ability to match using Dun & Bradstreet Entity Matching by implementing key Data Governance requirements to ensure critical fields may not be left blank and that fields contain the right data. For example, a common issue seen with customer data is the use of the Street Address field for non-address information – such as “Attn – Billing Department”.

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