Fill Rate vs. Match Rate
Fill rate refers to the amount of data that can be fulfilled by a data provider against a customer’s file, such as a CRM file. Fill rate may also be known as data coverage or data density.
Match rate is the number of records in a customer’s file that matches the provider’s ID space. For example, a match rate of 50% would mean 50% of your IDs matched Resonate IDs.
Resonate provides a 100% fill rate for every matched record. This means that if a record matches a Resonate ID, 100% of the requested attributes are appended to that record.
Resonate’s Exact Match Method
At Resonate, we take the approach of providing the most granular data on individual, exact matches. For example, if a customer provided hashed emails (HEMs), we would match that HEM directly to the exact HEM found in our ID graph. Once matched, we’d provide 100% of the requested attributes for the matched ID.
It is common for other data providers to use what is known as a waterfall match method. Waterfall matching involves starting with a precise match against the ID provided by the customer, to then extending the match to any ID loosely associated with the customer file to maximize match rates and fill rates. For example, they might match a customer’s HEM to a household ID or ZIP code instead of the exact HEM match.
The append output file generated using a waterfall match method may lack in providing all the ID level attributes requested by the customer or, more importantly, may include data in the file that was not matched at the exact ID level but some higher level of geography.
Resonate’s exact match method with 100% fill rates ensures you receive the most precise and complete understanding of your audiences at the individual level.