1. A method of matching a plurality of imported data entities to a plurality of existing data entities in a database comprising: receiving first input specifying a first matching criteria that is based at least in part on a first subset of one or more properties of the imported data entities, and specifying a first matching technique to use as part of the first matching criteria; receiving second input specifying a second matching criteria that is different from the first matching criteria and that is based at least in part on a second subset of the one or more properties of the imported data entities, wherein the second subset of the one or more properties is different than the first subset of one or more properties, and specifying a second matching technique that is different than the first matching technique and to use as part of the second matching criteria; receiving third input specifying a particular one of the imported data entities and signaling a request to resolve that particular one of the imported data entities in relation to the existing data entities; matching the particular one of the imported data entities to a first subset of the existing data entities using the first matching criteria and using the first matching technique; matching the particular one of the imported data entities to a second subset of the existing data entities using the second matching criteria and using the second matching technique; consolidating the particular one of the imported data entities either to a first selected matched entity from the first subset of the imported data entities, at least in part by adding at least one value from the first selected matched entity to a first existing entity of the first subset of the existing data entities, or to a second selected matched entity from the second subset of the imported data entities at least in part by adding at least one value from the second selected matched entity to a second existing entity of the second subset of the existing data entities, based upon selecting a best match; wherein the method is performed by one or more computing devices.