Record linkage
Identifying and connecting records that refer to the same real-world entity across different systems. Example: "J. Smith" in HubSpot, "Jane Smith" in Xero, and "Jane A. Smith" in Slack are the same person record linkage merges them into one unified profile.
Expert insight
Record linkage (identifying that two records from different systems represent the same real-world entity when they don't share a common ID) is inherently probabilistic, matching on name and email similarity will produce both false matches and missed matches, worth deciding an acceptable error tolerance rather than assuming linkage will be perfect.
How PURIST uses this
This concept is built into every automation we deploy.
When PURIST builds your automation, Record linkage is not an optional consideration it is part of the production standard. Our workflows are tested against edge cases, monitored 24/7, and built to handle what happens when things don't go as expected.
Every client workflow we deploy in the Data category is designed with this principle in mind from day one not added as an afterthought.
Complexity level
Requires some familiarity with automation concepts.
Related terms
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