Data Cloud Identity Resolution (Part 2)

​Use cases for Identity resolution utilizing SFDC Data Cloud:
A publicly traded firm of mine needed some help in unifying their client’s Contact profiles.
Use Case# 1: They needed to ‘roll’ their contacts that have the same provider ID into a single profile.
 
Example:
John Q Public /  Provider ID 12345
Jonathan Q. Public /  Provider ID = 12345
UNIFIED into 1
Jonathan Q. Public /  Provider ID = 12345
 
Use Care # 2: Surface a unified profile of 2 or more of the same person using the ‘better’ account name and not their generic account that sometimes get assigned to them. Generic accounts such as ‘customer support’ or ‘case account’   are less preferred that actual account names like ‘xyz hospital’ or ‘ABC Radiology Partners,LLC’.
 
Example:
Jane Jones / email: [email protected] / Account= ‘Customer Support’
Janet Jones /  email: jjones @gmail.com /  Account= ‘XYZ Radiology Group’
 
UNIFIED into 1
Janet Jones /  email: jjones @gmail.com /  Account= ‘XYZ Radiology Group’
 
Step1: Ingest the SFDC Contacts Object
Step 2:  Create a data transformation to separate the ‘primary contacts’  (ie the ones with the better accounts) and the secondary contacts (ie the ones with the less preferred  accounts—Customer Support,etc. This is done using a number of filter transformations.(additional filters can be added using ‘or’ logic to filter other bad records like emails having the word ’ ‘test’ on them, etc.)
Important—the primary and secondary filters must be mutually exclusive. (ie 1 contact can only belong to one group.
Primary Filter:  NOT(Account == ’Customer Support’ or email in ’Test’)
Secondary Filter:  Account==’Customer Support’ or email in ‘Test’
When the data transformation is done, inspect the results using Data Explorer to verify proper binning. For instance,  out of let’s say 100,000 Contacts, verify mutual exclusivity—ie  30,000 goes to ‘Primary’ Data Lake Object (DLO)  and 70,000 goes to  ‘Secondary’ DLO.

 
Create 2 formula fields for the Party Labels to be used in ID resolution. (Node ‘addPartyLabel’ x2 )
Example: Party Identification Type = ‘ProvType’  and Party Identification Name = “PROVIDER ID’
 
Step 3 : Map both Primary and Secondary DLO’s to ‘Individual’ DMO.

 
IMPORTANT: Make sure to properly map any party identifiers to assist in ID resolutions. Examples of party identifiers are AAA membership, Loyalty Club Numbers, Frequent Flyer Miles Id, Driver’s Licenses, Provider ID’s,etc.

 
Step 4: Create Match rules and other ID resolution parameters and then once done, verify success of the Unified Profile using Data Explorer.