A system and method for matching similar master data using associated behavioral data, for example transactional data. Matching accuracy is significantly increased. Master data may be thought of as nouns. Behavioral data is associated with master data as verbs are related to nouns. Specifically, behavioral data is data associated with an action taken by a master data object. Behavioral data may include temporal and non-temporal data. Temporal data for example may include time and/or duration that a behavior occurred. Non-temporal data may include a physical location, a product, a phone number or any other quantity other than time. Using behavioral data in duplication testing adds another dimension to de-duplication that is not achieved through comparison of master data object fields alone. For example, a duplication test on two similar “person” records with similar “name” field values is improved by comparing associated “behavior” data, (phone numbers called by each “similar person”).