Review the customer data for quality of the data values, consistency, uniqueness, and logic. To create match rules to match individuals, you must understand the attributes related to individuals.

The sample data set includes the Party and Address base objects. The Party base object has the First Name and the Last Name columns with missing values. It is not ideal to base the match rules on the First Name and the Last Name columns, because of missing values. The Display Name column has values for all records and is good to use as a match column in match rules.

The Party Type column in the Party base object identifies a customer record as a person or an organization. You can use the Party Type column to filter out customer records that belong to organizations because you do not want to find matches for customer records that belong to organizations. You can improve match performance if you filter data that is not relevant for the match process.

The Address base object has columns such as Address Line1, City Name, and Postal Cd that you can use as match columns in match rules. The columns in the Address base object would help identify duplicate records in the Party base objects. You can create match rules to match individuals based on the name and address attributes.