Abstract: A method for linking data using permanent tokens is disclosed. The tokens may be used to link data pertaining to a consumer, a business, an address, an occupancy, or a household. The tokens are created in a central repository, which maintains an identification class for each entity. The identification class contains all available information concerning the entity. The tokens may be applied to a data storage system to allow real-time construction of a total customer view. The tokens may also be used to link the data storage system to a repository, such that the total customer view contains all available information concerning the customer. The total customer view may be used to formulate a response to customer input, such as a purchase or access to an Internet web page maintained by the data owner. By matching tokens instead of names and addresses, potential ambiguities and erroneous duplicates are eliminated.