Competitive advantage may be gained in the evaluation and improvment of match accuracy by improving the effectiveness of all BI technologies that rely on the data.

As customer relationship management (CRM), personalization, data mining, one-to-one relationship marketing/database marketing and customer loyalty programs are becoming de rigueur at many large (and some not so large) organizations, billions of dollars are being invested in sophisticated customer data integration technology as a means to total customer data integration (CDI). The underlying technology for CDI evolved out of the data quality tools space, particularly from the concepts of record linkage and matching.

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