Why Data Survivorship Matters More Than Ever
In our latest Community Show, Survive and Thrive: Mastering Data Survivorship in Reltio, Senior Product Manager Saurabh Agarwal unpacked one of the most foundational—and often misunderstood—aspects of master data management: survivorship.
Whether you’re unifying customer data across systems or trying to determine which phone number to call, survivorship is what helps you decide the “golden record”—your single source of truth.
Key Topics Covered
What is Survivorship?
Saurabh kicked things off with real-world examples of how multiple data sources can conflict, and why a strategy is essential to determine the operational value (OV).
Survivorship Strategies
We explored the following:
- Source-based survivorship strategies - like Source System, Recency, etc
- Value-based survivorship strategies like value priority order, min value, etc
- Fallbacks — Handle ties or missing data with precision.
- Filters — Apply rules based on conditional logic.
- Survivorship Groups — Serve different users with tailored rule sets.
Recent & Planned Enhancements to API and UI
We previewed major enhancements including:
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Entity-level default survivorship
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Retrieve data with specific survivorship group / rule
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Traceable survivorship paths in API responses
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Define different sources for ov for each fallback
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Case-insensitive value matching
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Fallback for Zero OV condition
Why It Matters
Survivorship isn’t just a technical feature—it’s the linchpin of reliable analytics, efficient operations, and effective personalization. The strategies you define today will shape the decisions your organization makes tomorrow.
Again, if you missed the session, no worries! You can view it right in this blog above! And don’t forget to register for our release webinar on September 22 and also the next Community Show on Agent Flow coming September 30.
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