Data unification for customer profile generation

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Data unification (i.e., unifying data from different data sources of customers, through intelligent cleaning and matching algorithms to generate customer profiles) is paramount in generating customer data profiles. However, data unification is a complex and challenging problem when working with real-life data. The main challenge is that unique identifiers do not exist, thus one must use common characteristics to all of the databases and compare their values to determine similarity. Other challenges are presented by different database formats, typographical errors and missing data. Finally, processing large amounts of records (i.e., billions) when integrating multiple data sources presents significant computation challenges. Creating customer profiles can be achieved by applying advanced artificial intelligence and machine learning techniques that can be employed to identify and link customers across different data sources. In this project, we will investigate and develop a new custom intelligent system to generate customer data profiles.