What is Match Rule and How to Create it?

Match rules is the part of the Customer Data Platform which unifies during the identity resolution process. This is kind of an aggregation tool which marries multiple records to make one by using the rule specified by Admin.

How to create Match rule?

Step 1

Go to the “Identity Resolution” tab and click New.

Individual – This object is a part of the Party Data Models which is one of the 360 Data Models. Depending upon which kind of data you are trying to unify, you need to choose one of the object from the dropdown. Here I want to match customer data, that’s why I choose “Individual” object. Picture of the 360 Party Model for reference. Here we are going to focus only three objects.

1. Contact Point Phone
2. Contact Point Email
3. Individual

These are other data models

Product data model provides information on a product available for sale or service.

Sales Order data model provides information on future revenue or quantity for an opportunity, including product family, territory, and other information.

Engagement data model provides information on interactions with a specific party, such as an email message or telephone call.

Case data model provides information on any recorded issue, such as a mobile phone repair problem.

Additional data model subject areas include:

Journey data model provides information on the complete set of experiences for a party when they interact with your company.

Software Application data model provides information, programs, or apps designed for an end user.

Step 2

Click “Configure”

 Here what we are trying to do

Contact Point Phone and Contact Point Email both are connected with Individual using Parent ID.

We got two records from the Marketing cloud through Ingestion and both records are having same Telephone Number and same Email but they have different Phone Type and Area Code. Now as per above setup through Match rule, these two records are treated as same record.

Points to Remember

1. If you add more criteria in the Match rule, then you will like end up with more unique record.
2. You need to plan your object beforehand because these different data models give you  a lot of different choices.

After the Step 2 Match Rule looks like below