MCB Data Cloud Certification Practice Exam

If identity resolution is mistakenly matching individuals with the same email, what should the consultant do?

1. Modify existing ruleset with stricter criteria

2. Create a new ruleset with fewer matching rules

3. Modify existing ruleset, then review results

4. Create and run a new ruleset with stricter criteria

The correct answer is: Create and run a new ruleset with stricter criteria

Creating and running a new ruleset with stricter criteria is the most effective approach to resolve issues of mistakenly matching individuals based on the same email. When identity resolution relies solely on an email address, it can lead to inaccuracies, especially if multiple individuals share that address or if the same address is used in different contexts. By developing a new ruleset with stricter criteria, the consultant can enhance the parameters used for matching, such as incorporating additional identifiers or attributes. This might include criteria like phone numbers or physical addresses, which can help differentiate individuals more accurately. Stricter criteria lead to better precision, reducing the likelihood of false positives in matching. This approach allows the consultant to implement an entirely fresh strategy, ensuring that the new ruleset is tailored specifically to minimize overlaps and inconsistencies, thus improving the overall quality of identity resolution within the system. It provides an opportunity to refine the model based on observed challenges rather than attempting to adjust an existing framework that may not be functioning effectively.