A method, executed by a computer, for de-duplicating data includes receiving a dataset, pivoting the dataset along a set of columns that have a common domain to provide a pivoted dataset, de-duplicating the pivoted dataset to provide a de-duplicated dataset, and using the de-duplicated dataset. De-duplicating the pivoted dataset may include computing similarity scores for records that have different primary keys and merging records that have a similarity score that exceeds a selected threshold value. The method may include determining the set of columns having a common domain by referencing a business catalog and/or conducting a data classification operation on some or all of the columns of the dataset. The method may also include pivoting the dataset along another set of columns that have a different common domain. A computer system and computer program product corresponding to the method are also disclosed herein.