Define a golden record policy that separates identity matching from attribute survivorship.
Why this works A golden record is a business contract, not a database trick. Start with the entity identity rule: what evidence proves two rows are the same customer, supplier, product, or location? Then define attribute survivorship: which system is authoritative for each high-value field and what freshness or verification rule applies? Finally, define stewardship: who handles exceptions and what evidence closes the case. Common trap The common trap is to ask for one source of truth for the whole record. In real MDM, one source rarely wins every attribute. ERP may own tax and billing facts, CRM may own…
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