1. A computing system, comprising: a record tokenizer that receives first and second records, each record including an item identifier that identifies an item that is a subject of the record and a set of attributes, the tokenizer normalizing the first and second records to obtain corresponding first and second entity tokens, each entity token representing the item identifier and attributes in the corresponding record in a normalized form; and a record matcher that compares the first entity token to the second entity token to identify a similarity measure and provide a match result indicative of whether the first and second records resolve to a same item as their subject, based on the similarity measure.