Identity Resolution: How does the D&B CDP match and merge records?

The CDP uses Identity Resolution to match and merge accounts and contacts across multiple systems. The Matching process detects if accounts and contacts across multiple systems represent the same account or contact. 

How does the D&B CDP match records?

The D&B CDP can merge records together by matching based on ID or matching using D&B identity resolution.

(1) Matching based on an ID is deterministic. If two systems share an ID in common the records will be merged together. 

(2) Where a system or a record within a system does not have an ID the CDP will rely on other clues to determine the match. 

We use the following logic to match the record to a DUNS number in the D&B Data Cloud. 

Waterfall for Matching Accounts: 

1. If Domain/Website and Country is available, the CDP attempts to find a matching account with the exact Domain/Website and Country. If country is not provided, we will assume that the country is USA.
2. Next, the CDP tries to find a matching account with the exact name and country in the customer master.
3. Next, if the new system provides a D-U-N-S Number, the CDP uses it to find a matching account with the same D-U-N-S Number in the customer master.
4. Next, the CDP uses fuzzy matching using Name, Website, and location information to find a matching account.

Considerations for matching account records to the CDP: 

1. You are not required to have a DUNS on your records for Rev.Up to be able to match to the CDP. If you record does not have a DUNS, we will use other information in the match waterfall to match your records to a DUNS. 
2. The order of the match waterfall is not configurable, meaning the order cannot be changed. 

Matching Contacts 

1. 1. Your D&B CDP does an exact match using the exact Email and account Information.
   2. Next, the CDP does an exact match using the exact First Name, Last Name & account Information.
   3. Next, the CDP does an exact match using Email to find a matching contact.
   4. Finally, the CDP does an exact match using First Name, Last Name and Phone to find a matching contact.

Considerations for matching contact records to the CDP: 

1. Contacts use a combination of contact level and account information to match to the CDP. 
2. The order of the match waterfall is not configurable, meaning the order cannot be changed. 

The Merging process involves ensuring the value in the customer master is from the system that is most accurate. Any new data coming in to your D&B CDP first goes through the matching process. If the system finds a match, the CDP merges the new account or contact to the customer master.

Where there are conflicts, the merging process will use the system with the highest priority and keep this information over other lower priority systems.