The unified repository allows the flexibility to distinguish households by multiple surnames, first names, and active phone numbers, as well as such information as multiple cars owned by individuals that span different households. Legions of rules built into the Oracle database prevent programming bugs or human error from creating inaccurate data. For example, no two living units can actively share the same phone number at the same time. Also, addresses known to be single-family dwelling units can't have two households living there at the same time. Recent tests indicate the database to be over 96 percent deliverable, an enviable achievement in the world of gigantic consumer lists.
Historical data provides a multitude of uses.
In short, it couldn't be a better time to be running a monster database on open systems.