Abstract: The present disclosure provides a data communication system and methods of controlling data flows within a data communication system. The data communication system includes a data communication network to which users are coupled when the data communication system is in operation. The data communication system also includes a data server. The users have associated user identifiers, and can interact with the system via user devices. The method includes: receiving the user identifiers; determining matched pairs of the user identifiers; comparing the matched pairs of the user identifiers with each of the received user identifiers, and determining a similarity score for the matched pairs and the user identifiers; mapping the user identifiers onto at least one single customer view identifier, each customer view identifier is distinctly mapped to user identifier(s) for generating a mapping function; and using the mapping function for selectively controlling distribution of data content to the users.