The invention discloses a data matching method. The data matching method comprises the following steps of: acquiring to-be-processed data to be matched in customer information data; performing format conversion on the to-be-processed data, and generating preprocessed data; partitioning the preprocessed data by using a reverse maximum matching method according to a character string maximum value and a character standard value, which are pre-stored, and generating a plurality of sub-data which are distributed in a descending grade sequence; converting a plurality of sub-data into a standard datum according to sub-data standard names and a character conversion rule, which are pre-stored; and comparing the standard datum with the to-be-processed data, and calculating to generate a matching value. By adoption of the data matching method and a data matching device provided by the embodiment of the invention, comparison efficiency and accuracy are improved, manual operation cost is reduced, a great number of data can be processed, and Chinese data items in customer information data can be systematically, automatically and objectively compared in a process.