Data unification overview

Important

Updates to the data unification experience are rolling out to production environments over a two-week period starting May 11, 2022. Trial environment users will see the new experience detailed below. Production environments will be updated in the next two weeks.

If your environment is not yet updated, you can use the new articles for guidance, however, some screenshots and steps will differ. The following table helps to map the new articles to the map, match, and merge tabs in production environments.

Unify tab New article
Map Select source fields for data unification
Match Match conditions and Remove duplicates before unifying data
Merge Unify customer fields

After setting up the data sources, you can unify the data. Data unification lets you unify once-disparate data sources into a single master dataset that provides a unified view of that data. For individual consumers (B-to-C) where the data is centered around individuals, unification provides a unified view of your customers. For business accounts (B-to-B) where the data is centered around accounts, unification provides a unified view of your accounts.

Data can be unified on a single entity or multiple entities. Unification is performed in the following order:

  1. Source fields (previously called Map): In the source fields step, select entities and fields to include in the unify process. Map fields to a common semantic type that describes the purpose of the field.

  2. Duplicate records (previously part of Match): In the duplicate records step, optionally define rules to remove duplicate customer records from within each entity.

  3. Matching conditions (previously called Match): In the matching conditions step, define rules that match customer records between entities. When a customer is found in two or more entities, a single consolidated record is created with all columns and data from each entity.

  4. Unified customer fields (previously called Merge): In the unified customer fields step, determine which source fields should be included, excluded, or merged into a unified customer profile.

  5. Review and create the unified profile.

After completing the data unification, you can optionally: