Fuzzy Matching (Identity Mapping and De-Duplicating)

In an enterprise, merging master data, like customer data, from multiple sources is a common problem. Typically, you do not have a single key, i.e., the same key identifying a customer in different sources. You have to match data based on the similarity of strings, like names and addresses. In this session, we are going to introduce a couple of matching algorithms. Then, we will use Power Query Fuzzy Merge and SQL Server 2025 built-in and user-defined functions to perform the fuzzy matching. We will develop an efficient custom algorithm for the task.