Entity analytics looks at the many different ways of referring to an entity, be it a person, a company, a product, a thing or an event. For example, my name is Armand Ruiz. I can be referred to as Armand, Ruiz, A, Armand Ruiz, or even by my rank. With so many combinations of names, ranks and locations applicable to me, I could be identified many different ways in a single database. But entity analytics looks at all my data as being associated with one person, not many.

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