Relying solely on extended match keys to find matching records presents two major problems:
- Match keys require unusually clean data that has been standardized, validated, and conforms to a consistent layout. An expert user or data scientist might be required to prepare messy data – these people are scarce and waiting for them can cause significant delays.
- The errors commonly found in contact and business data will cause your matching logic to break all too often, regardless of how much cleaning, standardizing, and restructuring you do.