Match conditions for data unification

This step in unification defines the match order and rules for cross-entity matching. This step requires at least two entities.


Once you create your match conditions and select Next, you cannot remove a selected entity or attribute. If needed, select Back to review the selected entities and attributes before continuing.

Include enriched entities (preview)

If you enriched entities on the data source level to help improve your unification results, select them. For more information, see Enrichment for data sources. If you selected enriched entities on the Duplicate records page, you do not need to select them again.

  1. On the Matching conditions page, select Use enriched entities at the top of the page.

  2. From the Use enriched entities pane, choose one or more enriched entities.

  3. Select Done.

Specify the match order

Each match unifies two or more entities into a single, consolidated entity. At the same time, it keeps the unique customer records. The match order indicates the order in which the system tries to match the records.


The first entity in the list is called the primary entity. The primary entity serves as the basis for your unified profiles dataset. Additional entities that are selected will be added to this entity.

Important considerations:

  • Choose the entity with the most complete and reliable profile data about your customers as the primary entity.
  • Choose the entity that has several attributes in common with other entities (for example, name, phone number, or email address) as the primary entity.
  1. On the Matching conditions page, use the move up and down arrows to move the entities in the order you want, or drag and drop them. For example, select Contacts:eCommerce as the primary entity and CustomerLoyalty:Loyalty as the second entity.

  2. To have every record in the entity as a unique customer regardless if a match is found, select Include all records. Any records in this entity that do not match to records in any other entities are included in the unified profile. Records that do not have a match are called singletons.

The primary entity Contacts:eCommerce is matched with the next entity CustomerLoyalty:Loyalty. The dataset that results from the first match step is matched with the following entity if you’ve more than two entities.

Screenshot of the selected match order for the entities.

Define rules for match pairs

Match rules specify the logic by which a specific pair of entities will be matched. A rule consists of one or more conditions.

The warning next to an entity name means that no match rule is defined for a match pair.

  1. Select Add rule for an entity pair to define match rules.

  2. In the Add rule pane, configure the conditions for the rule.

    Screenshot of Add rule pane.

    • Select Entity/Field (first row): Choose a related entity and an attribute to specify a record property that is likely unique to a customer. For example, a phone number or email address. Avoid matching by activity-type attributes. For example, a purchase ID will likely find no match in other record types.

    • Select Entity/Field (second row): Choose an attribute that relates to the attribute of the entity specified in the first row.

    • Normalize: Select from following normalization options for the selected attributes.

      • Numerals: Converts other numeral systems, such as Roman numerals, to Arabic numerals. VIII becomes 8.
      • Symbols: Removes all symbols and special characters. Head&Shoulder becomes HeadShoulder.
      • Text to lower case: Converts all character to lower case. ALL CAPS and Title Case becomes all caps and title case.
      • Type (Phone, Name, Address, Organization): Standardizes names, titles, phone numbers, addresses, and organizations.
      • Unicode to ASCII: Converts unicode notation to ASCII characters. /u00B2 becomes 2.
      • Whitespace: Removes all spaces. Hello World becomes HelloWorld.
    • Precision: Set the level of precision to apply for this condition.

      • Basic: Choose from Low (30%), Medium (60%), High (80%), and Exact (100%). Select Exact to only match records that match 100 percent.
      • Custom: Set a percentage that records need to match. The system will only match records passing this threshold.
    • Name: Name for the rule.

  3. To match entities only if attributes meet multiple conditions, select Add > Add condition to add more conditions to a match rule. Conditions are connected with a logical AND operator and thus only executed if all conditions are met.

  4. Optionally, consider advanced options such as exceptions or custom match conditions.

  5. Select Done to finalize the rule.

  6. Optionally, add more rules.

  7. Click Next.

Add rules to a match pair

Match rules represent sets of conditions. To match entities by conditions based on multiple attributes, add more rules.

  1. Select Add rule on the entity you want to add rules to.

  2. Follow the steps in Define rules for match pairs.


The order of rules matters. The matching algorithm tries to match a given customer record on the basis of your first rule and continues to the second rule only if no matches were identified with the first rule.

Advanced options

Add exceptions to a rule

In most cases, the entity matching leads to unique customer profiles with consolidated data. To dynamically address rare cases of false positives and false negatives, you can define exceptions for a match rule. Exceptions are applied after processing the match rules and avoid matching of all records, which fulfill the exception criteria.

For example, if your match rule combines last name, city, and date of birth, the system would identify twins with the same last name who live in the same town as the same profile. You can specify an exception that doesn't match the profiles if the first name in the entities you combine aren’t the same.

  1. In the Edit rule pane, select Add > Add exception.

  2. Specify the exception criteria.

  3. Select Done so save the rule.

Specify custom match conditions

You can specify conditions that override the default match logic. There are four options available:

Option Description Example
Always match Defines values that are always matched. Always match Mike and MikeR.
Never match Defines values that never match. Never match John and Jonathan.
Custom bypass Defines values that the system should always ignore in the match phase. Ignore the values 11111 and Unknown during match.
Alias mapping Defining values that the system should consider as the same value. Consider Joe to be equal to Joseph.
  1. Select Custom.

    Custom button

  2. Choose the Custom type and select Download template. You need a separate template for each match option.

  3. Open the downloaded template file and fill in the details. The template contains fields to specify the entity and the entity primary key values to be used in the custom match. For example, if you want primary key 12345 from Sales entity to always match with primary key 34567 from Contact entity, fill in the template:

    • Entity1: Sales
    • Entity1Key: 12345
    • Entity2: Contact
    • Entity2Key: 34567

    The same template file can specify custom match records from multiple entities.

    If you want to specify custom matching for deduplication on an entity, provide the same entity as both Entity1 and Entity2 and set the different primary key values.

  4. After adding all the overrides, save the template file.

  5. Go to Data > Data sources and ingest the template files as new entities.

  6. After uploading the files, select the Custom option again. Select the required entities from the dropdown menu and select Done.

    Screenshot of the dialog to choose overrides for a custom match scenario.

  7. Applying the custom match depends on the match option you want to use.

    • For Always match or Never match, proceed to the next step.
    • For Bypass or Alias mapping, select Edit on an existing match rule or create a new rule. In the Normalizations dropdown, choose the Custom bypass or Alias mapping option and select Done.
  8. Select Done on the Custom pane to apply the custom match configuration.