1. A computer implemented method, comprising: receiving a plurality of source records from a plurality of data sources, each source record including a plurality of fields; determining that a match group of source records from different data sources relate to the same entity; automatically creating a single best new record for the match group based on field values from different source records in the match group, wherein said creating includes: assigning a first set of fields to a first survivorship group associated with a first survivorship rule, the survivorship rule associated with the prioritizing of a first plurality of sources, assigning a second set of fields to a second survivorship group associated with a second survivorship rule, the survivorship rule associated with the prioritizing of a second plurality of sources, and simultaneously ranking all source records in the match group in accordance with the first and second survivorship rules using a single query; and storing the single best new record.