# MDM styles, matching, enrichment and canonical models

*Platform Data Architect Study Guide · Master Data Management · Last updated October 26, 2026 · https://www.certifyforce.com/study-guide/platform-data-architect/master-data-management/mdm-styles-matching-enrichment-and-canonical-models*

The MDM toolkit an architect compares: hub versus linking styles, a canonical model that maps each source once, deterministic and probabilistic matching with weights and thresholds, steward review for uncertain matches, enrichment from external reference data, and alternate hierarchies over one set of golden records.

- Certification: Salesforce Platform Data Architect
- Exam section: Master Data Management
- Study guide: https://www.certifyforce.com/study-guide/platform-data-architect

**Official exam objective:**

> Compare and contrast the various techniques, approaches and considerations for implementing master data management (MDM) Solutions (for example, MDM implementation styles; harmonizing and consolidating data from multiple sources; establishing data survivorship rules, thresholds and weights; leveraging external reference data for enrichment; canonical modeling techniques, hierarchy management).

## What the exam expects

- Compare MDM implementation styles (a central hub that writes a golden record versus linking that leaves sources intact) and name the source of truth per entity.
- Harmonize many sources through a canonical model instead of pairwise mappings.
- Explain deterministic and probabilistic matching, match weights and thresholds, and when uncertain matches go to a data steward.
- Recommend enrichment with external reference data and alternate hierarchies over one master.

Key terms: **golden record** (the consolidated "best" record per entity); **canonical model** (one common schema every source maps to once); **match threshold** (the score a pair must reach to match); **enrichment** (adding values internal systems lack); **alternate hierarchy** (another roll-up of the same master records).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Golden record vs unified profile | Golden record overwrites sources; unified profile links and keeps lineage | [Unified Profiles](https://trailhead.salesforce.com/content/learn/modules/data-and-identity-in-salesforce-cdp/get-to-know-unified-profiles) |
| Mailing Street weights | Name 50%, number 20%, suffix 15%, suite 15%; name and number alone (70) aren't a match | [Prevent Duplicate Data](https://trailhead.salesforce.com/content/learn/modules/sales_admin_duplicate_management/sales_admin_duplicate_management_unit_2) |
| Fuzzy threshold | AI model with a 0.7 confidence threshold; not on Account fields | [Match Methods](https://help.salesforce.com/s/articleView?language=en_US&id=data.c360_a_match_rules_criteria_fuzzy_normalized.htm&type=5) |
| Precision trade-off | Less precise methods raise consolidation and undesirable matches | [Match Methods](https://help.salesforce.com/s/articleView?language=en_US&id=data.c360_a_match_rules_criteria_fuzzy_normalized.htm&type=5) |
| Probabilistic matches | Flagged for steward review, not merged automatically | [MDM Capabilities](https://trailhead.salesforce.com/content/learn/modules/informatica-cloud-master-data-management-basics/discover-master-data-management-capabilities) |
| Enrichment sources | Postal authority data; industry classification codes | [MDM Capabilities](https://trailhead.salesforce.com/content/learn/modules/informatica-cloud-master-data-management-basics/discover-master-data-management-capabilities) |
| Alternate hierarchies | All trace back to the same golden records | [MDM Capabilities](https://trailhead.salesforce.com/content/learn/modules/informatica-cloud-master-data-management-basics/discover-master-data-management-capabilities) |

## Check yourself

- Why does a canonical model scale better than pairwise mappings?
- When should a probable duplicate go to a steward instead of merging automatically?
- Why can two streets sharing a number and name still fail standard matching?
- What fills a gap such as industry that no internal system holds?

## Sources

- [Discover Master Data Management Capabilities](https://trailhead.salesforce.com/content/learn/modules/informatica-cloud-master-data-management-basics/discover-master-data-management-capabilities)
- [Get Started with Master Data Management](https://trailhead.salesforce.com/content/learn/modules/informatica-cloud-master-data-management-basics/get-started-with-master-data-management)
- [Understand Unified Profiles and Their Impacts on Data Strategy](https://trailhead.salesforce.com/content/learn/modules/data-and-identity-in-salesforce-cdp/get-to-know-unified-profiles)
- [Data 360 Architecture](https://architect.salesforce.com/docs/architect/fundamentals/guide/data-360-architecture.html)
- [Identity Resolution Match Methods](https://help.salesforce.com/s/articleView?language=en_US&id=data.c360_a_match_rules_criteria_fuzzy_normalized.htm&type=5)
- [Resolve and Prevent Duplicate Data in Salesforce](https://trailhead.salesforce.com/content/learn/modules/sales_admin_duplicate_management/sales_admin_duplicate_management_unit_2)
- [Data Integration with Salesforce](https://architect.salesforce.com/docs/architect/decision-guides/guide/data-integration.html)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 6 linked practice questions, and unlimited timed mock exams are included with the Platform Data Architect pack (USD $19): https://www.certifyforce.com/practice-exams