The load process loads data from the staging table into the corresponding Hub Store table, called a

base object

.

If a column in a base object derives its data from multiple source systems, Informatica MDM Hub uses

trust

to help with comparing the relative reliability of column data from different source systems. For example, the Orders system might be a more reliable source of billing addresses than the Sales system.

Trust provides a mechanism for measuring the confidence factor associated with each cell based on its source system, change history, and other business rules. Trust takes into account the age of data, how much its reliability has decayed over time, and the validity of the data. Trust is used to determine survivorship (when two records are consolidated) and whether updates from a source system are sufficiently reliable to update the master record.

Trust is often used in conjunction with validation rules, which tell Informatica MDM Hub the condition under which a data value is not valid. When data meets the criterion specified by the validation rule, then the trust value for that data is downgraded by the percentage specified in the validation rule. For example: