A data scientist at a consumer goods company, has been asked to do a detailed analysis on customer profiles. The Data Scientist has identified an…

Probabilistic linkage is a technique that uses statistical methods to match records from different data

sources based on the similarity of key variables, such as name, address, date of birth,

etc1. Probabilistic linkage can handle variations, errors, or missing values in the data, and assign a

score or probability to each potential match2. Probabilistic linkage would be useful in this situation,

as the address column may have different formats, spellings, or abbreviations in the internal and

external data sources, and a deterministic linkage (which requires exact matches) might miss some

valid matches or create false matches.

Deterministic linkage is a technique that uses predefined rules or criteria to match records from

different data sources based on the exact agreement of key variables, such as identifiers, codes, or

hashes3. Deterministic linkage would not be useful in this situation, as the address column may not

have consistent or unique values in the internal and external data sources, and a probabilistic linkage

(which allows for some variation or uncertainty) might find more accurate matches or avoid false

matches.

Genetic linkage is a term used in genetics to describe the tendency of genes or DNA sequences that

are located close together on a chromosome to be inherited together4. Genetic linkage is not

relevant to this situation, as it has nothing to do with matching records from different data sources

based on the address column.

Cuff linkage is a term used in sewing to describe the process of attaching a cuff to a sleeve by

stitching or fastening. Cuff linkage is not relevant to this situation, as it has nothing to do with

matching records from different data sources based on the address column.

Reference: 1: Guide to Business Data Analytics, IIBA, 2020, p. 452: Data Linkage: The Definitive

Guide, Tableau, 3: Guide to Business Data Analytics, IIBA, 2020, p. 454: Genetic Linkage, National

Human Genome Research Institute, . : Cuff Linkage, Sewing Dictionary, . : Data Linkage: The

Definitive Guide, Tableau, . : Genetic Linkage, National Human Genome Research Institute, . : Cuff

Linkage, Sewing Dictionary, .