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 Direct Marketing system.

Trust is enabled and configured at the column level. For example, you can specify a higher trust level for Customer Name in the Orders system and for Phone Number in the Billing system.

The following table shows two base object records to consolidate:

ROWID_OBJECT	Name	Phone
100	Doug McDougal Grp	1-555-901-4670
200	The Doug McDougal Group	201-10810

The following table shows the calculated trust scores for each column:

ROWID_OBJECT	Name	Phone
100	62	56 (the winning trust score for 'Phone' column)
200	71 (the winning trust score for 'Name' column)	37

The data with the highest trust score survives in the consolidated record. The following table shows the consolidated record:

ROWID_OBJECT	Name	Phone
100	The Doug McDougal Group	1-555-901-4670

Trust provides a mechanism for measuring the relative confidence factor associated with each cell based on its source system, change history, and other business rules. Trust takes into account the quality and age of the cell data, and how its reliability decays (decreases) over time. 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.

Data stewards can manually override a calculated trust setting if they have direct knowledge that a particular value is correct. Data stewards can also enter a value directly into a record in a base object. For more information, see the

Multidomain MDM Data Steward Guide

.