create some data integrity rules for matching criteria

[sposerina]

Two emails of a zero length should not count as valid matching criteria. Some other placeholder text noted was "unknown" for name and one digit phone numbers "+1". Fields with these values should never be considered a positive match.

[kfettich]

do not consider to be a match if:

• first name and last name contain the string "unknown"
• first name and last name are equal to "8"
• first name and last name are equal to "?"
• first name = "John" and last name = "Doe"
• first name = "No Name" and last name = "No Name"
• first name = "No" and last name = "Name"
• first name = Null and last name = "Friends"