Match and Merge Definition
Match and Merge is the two-step technique used to identify records that describe the same real-world entity and combine them into one consolidated record. Matching finds the duplicates scattered across systems, and merging fuses them into a single version, keeping the best available value for each attribute. It is the core mechanism behind producing a Golden Record.
How does match and merge work?
Matching compares records to decide whether they refer to the same product, supplier, or customer. This can rely on exact matches (identical identifiers such as a GTIN or tax number) or on fuzzy logic that tolerates spelling differences, abbreviations, and formatting inconsistencies, scoring how likely two records are to be the same. Once a group of matching records is confirmed, merging combines them. Because sources often disagree, survivorship rules decide which value wins for each field: preferring the most recent update, the most trusted source, or the most complete entry, for example a manufacturer's official product title over a retailer's paraphrase.
Why does it matter?
The same entity almost always exists in slightly different forms across systems, with varied spellings, attribute values, and identifiers. Left unresolved, these duplicates inflate counts, distort reporting, and make it impossible to get a reliable single view. Match and merge collapses that fragmentation into one accurate record, which is why it sits at the heart of Master Data Management and any effort to build a trustworthy single source of truth.
