Analysts routinely face steep challenges as they attempt to integrate diverse enterprise-wide data. This statement is especially true when this data contains natural variability (for example, Bob versus Robert), unintentional errors (such as a transposed month and day in a date of birth) and professionally fabricated lies (such as a fake identity). Incorrect or incomplete integration can negatively affect any analytic solution that is built by using the data. By implementing Entity Analytics, analysts can overcome some of the toughest data preparation challenges with unprecedented ease. By using Entity Analytics, analysts can generate higher quality, more accurate analytic models that result in better business outcomes.