Single field matching

As explained in First-Party Data Activation

Single field matching is an exact record-linkage method that matches records when the same primary-key value appears in a shared field.

Single field matching links records when they share an exact value in a primary-key field, such as a user ID, mobile number, or email address. Matching records are treated as activity from the same person. section 6.1.1

Its practical trade-off is simplicity and precision against limited reach:

• It is straightforward and may have a low false-positive rate when customers do not share accounts. section 6.1.1
• It cannot link activity that lacks the matching identifier, such as activity from patients without digital accounts or visitors who have not logged in. section 6.1.1

Figure 6.3 Diagram demonstrating single field identity resolution

A diagram illustrates how records are linked through a matching identity field. section 6.1.1

How First-Party Data Activation covers it

How deep it goes

Defines the matching rule and weighs its benefits against limited coverage, without detailing implementation.

Examples

Uses user IDs, mobile numbers, and email addresses as matching keys, and notes activity from patients without digital accounts.

What you can do after

Evaluate the trade-off between straightforward, potentially low-false-positive matching and limited coverage of activity without identifiers.

How it connects

Connects identity resolution with deterministic matching, composite key matching, and deterministic cascade matching.

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Related concepts

• deterministic matchingkind of · A record-linkage technique that matches entities when their identifiers or matching attributes satisfy an exact, predefined correspondence.

This explainer was generated by Manning's knowledge graph from the text of First-Party Data Activation. The section links point to the parts of the book it draws on.