Abstract: This invention presents a method for storing and synthesizing data that enables continual entity resolution exploiting both newly received data and historically stored data to create and maintain an accurate and complete profile of each individual consumer for the purposes of optimizing the effectiveness of digital marketing and advertising. It uses techniques that effectively handle the voluminous data which is typical in this industry without requiring excessive storage or processing capacity and yields a more accurate representation of entities than other similar methods.

Abstract: This invention presents a method for tracking data through complex data transformation lineages, and storing metadata about the lineage and execution of transformations in metadata for tracing and auditing purposes post-execution. The method described is particularly effective on tabular data (rows and columns) and is particularly applicable to consumer data for the purposes of governance and data protection, usage and privacy regulation compliance.