Pick a Duplicate Survivorship Rule
Choose a duplicate-handling rule that preserves valid entities.
CRISP-DM begins with business understanding because the same technical pattern can mean different business things. Duplicate records are a perfect example. Two rows with the same email may be accidental duplicates, household members, agency-managed clients, or one person with two products. Cleaning requires an identity rule and a survivorship rule. The identity rule says when records represent the same entity. The survivorship rule says which attributes win when merged. Strong rules are source-ranked, timestamp-aware, and exception-friendly. Weak rules rely on convenience: first row wins, latest row wins, or delete until the count looks right.
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