Survivorship Rule
Two systems hold different addresses for one customer, both updated this month. Deciding which one the merged record shows is not a technical question.
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Golden Record
The name suggests a true version that existed all along. What it is: the output of a process, correct exactly to the extent that the process was right.
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Entity Resolution
Matching is a judgment under uncertainty. Merging two different customers and splitting one across two records are both errors, and only one is easy to undo.