The Universal Identity platform uses a proprietary, referential matching algorithm to determine if any of your customer records match each other (in your own system) and/or match records to reference identities stored in the Reference Database, a comprehensive, authoritative reference database of US identities with over 300 million identities.
Each unique person identity found within your customer records is assigned a unique identifier, called a Link ID, and grouped together using this Link ID. Whenever Verato's referential matching algorithm determines that one or more of your customer records are the same person, it will assign those records the same, unique Link ID.
For example, if you only have one customer record for Sally Smith, then the Link ID for Sally Smith is only associated with a single of your customer records. If you have three customer records for Sally Smith, then the Link ID for Sally Smith is associated with three of your customer records.
Verato maintains a copy of your customer records in a secure, private data tenant within our cloud-based platform.
What is referential matching?
Referential matching organizes and links customer identities. It can identify matches between records even when there are differences between the records: such as nicknames, married names, new addresses, and others -- such as differences between unique attributes like date of birth or phone number. Referential matching can even identify matches when there is sparse data in records.
Referential matching can
- Match different records from different times
- Match records even when data is sparse
- Match records by exclusion
- Match records even when one or more records may have errors
How customer records are identified
Each of your customer records is uniquely identified by the source system/application from which it came plus a unique local identifier within that source system/application. These two elements are known as the Source and the Native ID. The combination of Source + Native ID uniquely identifies each of your customer records from your data sources.
This is important because you may have updates to the data values for a given customer record in your local source system/application, and you communicate those updates to Universal MPI using the Source + Native ID. If Universal MPI has already seen this Source + Native ID from you before, then it knows you have provided an update to an existing record rather than a new record.