Managing Unique Customer Identities with Master Entity Indexes

By David Loshin In the past few entries in this series we have basically been looking at an approach to understanding customer behavior at particular contextual interactions that are informed by information pulled from customer profiles. But if the focal point is the knowledge from the profile that influences behavior, you must be able to recognize the individual, rapidly access…

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Adding Context and Ordering to Data Quality Rules

By David Loshin One approach to resolving data cleansing rule conflicts is the introduction of contextual constraints for application of the rules. This could help in differentiating the application of rules, but could grow to be complex quickly. I had noted that there is a second approach that could be used, which is adjusting the rule set somewhat to ensure…

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