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Session 4 of 8
Identity Resolution
First, some logistics
Questions, answers and videos

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Forward Looking Statements
This presentation contains forward-looking statements about, among other things, trend analyses and statements regarding future events, future financial performance, anticipated growth, industry prospects,
environmental, social and governance goals, our strategies, expectation or plans regarding our investments, including strategic investments or acquisitions, our beliefs or expectations regarding our competition, our
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but not limited to: our ability to maintain security levels and service performance that meet the expectations of our customers, and the resources and costs required to avoid unanticipated downtime and prevent,
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corporate responsibility regulations.

September 8, 2023
Agenda

Process Overview

Implementation Steps

Unified Profile (vs Golden Record)

Behind the Scenes

Study Tips & Next Steps

Q&A
Your Salesforce Team

Deepthi Kamath Durgesh Dhoot Gaj Sisodia Zafar Mohammad

Partner Practice Partner Practice Partner Product Partner Practice
Development Development Success Development
Recap of Homework - Trailhead

✅
Navigate to the Trailmix
● Salesforce Data Cloud Consultant Credential Trailmix

✅ Complete
● Module : Ingestion and Data Modelling in Data Cloud
● Data Cloud : Data Modelling
● Module : Customer 360 Data Model for Data Cloud
● Streaming Data Transforms in Data Cloud: Quick Look
● Batch Data Transforms in Data Cloud: Quick Look

✅ For Non-Partners (additional)

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Project : Create a Data Stream in Data Cloud
Recap of Homework - Partner Learning Camp
✅
➔ Complete
● Activity: Set Up Your Instance
● Activity: Prepare Your Data
● Activity: Configure Data Ingestion
● Activity: Configure Batch Transforms
● Activity: Configure Data Model

Do not forget to check your understanding

via Knowledge Check module
Poll Time

How are you progressing with the

Trailhead & PLC Practical Experience Course ?
Data Transformations
Lakehouse Data progresses from bronze -> silver -> gold
Data Cloud

Data Lake Data Model

Data Source
Objects Object
Object (DSO)
(DLO) (DMO)

Data Source Objects Data Lake Objects Data Model Objects

This is the customer’s Data that is These are either materialized
original file format (e.g. transformed and or views on top of the Data
CSV) or transient data actually stored in the Lake Objects. These can be
storage in case of lake This is generally Customer 360 DMO or
built-in connectors. stored as Parquet files. materialized ones such as
(e.g. Marketing cloud) Unified Individual, Computed
Insights, transformations etc.
 Data Transformations
Lakehouse Data progresses from bronze -> silver -> gold
Data Cloud

Data Lake Data Model Analyze & Predict

Data Source
Objects Object
Object (DSO)
(DLO) (DMO)

Analytics and
Staged Stored Logical/Virtual Insights
Temporarily Transformed Permanently Harmonized
View
CRM Data
Act
Post
Unification
3P Cloud Storage /IR
Apps and Flows
Actions

Transient Persistent View / Reference

Activations
Practical Experience Course
- Activity: Request a Data Cloud Trial Org
10: Implementation Basics
- Activity: Review the Data Cloud Practical Experience FAQ
9: Administration
- Activity: Set Up Your Instance
8: Activation
- Activity: Prepare Your Data 7: Segmentation
- Activity: Configure Data Ingestion 6: Insights

- Activity: Configure Batch Transforms 5: Identity Resolution

4: Data Modeling
- Activity: Configure Data Model
3: Data Ingestion Goa
l for
2: Setup end
of S
0 3
1: Overview
 Salesforce Certified Data Cloud Consultant
Allotted Passing
Total Question
Time Score
Data Cloud
Consultant
60 105 min 62 %

Exam Outline

Solution Overview | 18%

Activation | 18% Setup & Administration | 12%

Segmentation and Insights | 18% Data Ingestion & Modeling | 20%

Identity Resolution | 14%

Test takers are strongly advised to complete the Data Cloud Partner Learning Camp Curriculum before
attempting the exam
 Study Tips - Data Modelling
Allotted Passing
Total Question
Time Score
Data Cloud
Consultant
60 105 min 62 %

Exam Details

● Data Ingestion & Modeling (20%)

○ Key terms -DSO, DMO, DLO, Customer 360 / Canonical Data Model, MDM,
Transformations, Normalised and Denormalized data
○ Ingestion methods by source - Salesforce Clouds, external Cloud storages, APIs, Data
Lakes, etc
○ Mapping methods / options
○ Best practices
○ Basic DMO knowledge
○ Mandatory mappings for IR
○ Validation / Inspection methods
Read more on Data Modeling here
Process Overview
How Data Cloud Works
DSO DLO DMO
Data Sources Connect Harmonize Unify Analyze & Predict Act
CRM Data

1P Data Batch and Analytics and Apps and

Streaming Insights Actions
3P Cloud Storage Ingestion

Any Device

Scale Data Business Flows

APIs & SDKs Data Models
Intelligence
MuleSoft

Customer Graph

AI Predictions Activations
Identity
Connect, match, and resolve customer data

Unlock the
single source
of truth
inside your
data Advanced Identity Resolution
Resolve customer identity using flexible rules with
exact and AI-powered advanced (fuzzy) matching

Unify Customer Profiles

Reconcile matched customer data into a unified
profile with a single global party ID

Streamline Enterprise Identity Management

Standardize identity data models and locate profile
data across silos with a click-based UI

Cross Device Identity Management

Enrich profiles with first party pseudonymous data,
including first party cookies, device IDs, MAIDS, and HEMs
Data Cloud

Data Mapping
Map disparate data source structures to a common model
Disparate Schemas Data Map Canonical
(Normalized)
Data Model
Contact
Data Cloud
FirstName
LastName
MailingStreet
Phone Individual

firstName
Subscriber lastName
middleName
Email preferredName
Suburb militaryServiceId
birthDateDay
birthDateMonth
birthDateYear
Guest
birthDate
firstName contactPointEmailId
lastName
email mailingAddressId
mobilePhone mobilePhoneId
leadSource
…
Customer Invoices
First_Name
Surname
Address_1
Adddress_2

Data Lake Object Data Model Objects

Data Cloud

Identity Resolution
Create a unified customer profile
Identity
Identity Sources Unified Profile
Resolution Data Cloud

Contact
Alysha Mohd Individual
[email protected]
Name:
+44 800-1234-5555
Alysha Mohd

Email:
[email protected]
Subscriber
Matching
Rules Address:
Alysha 9 Acacia Drive
[email protected]
Telephone:
+44 800-1234-5555
+61 1233-456-777
Guest Shopper
Alysha Mohd
[email protected] Sales & Service History
+61 1233-456-777
Marketing History

Customer Invoices Reconciliation Order History Matching Rule Criteria

Alysha M Rules
9 Acacia Drive
Invoice History
[email protected]
Identity Resolution Walkthrough
Example
Challenge: Data is Distributed, Quality is Varied
Customers have multiple profiles, records, and contact points across systems

Duplicates Customer Profile

Unintentional Katrin Schmidt,
(030) 29337611 [email protected],
Catrin Schmidt 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

Cathrin Schmidt Guest Checkout

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123 ~70%
Grunerstraße 20, Berlin Guest Orders

More Profile Data

~50% Cathrin Schmidt
No Name
Cathrin Schmidt [email protected]
[email protected] TheKatrin
“Duplicates”
Intentional
What’s Needed? A Unified Individual Profile…
as a trusted reference to all profile and engagement data

Unified ID 5e1ef23f-4eae-3659-a434-ca310911a12c
Name Katrin Schmidt
Twitter TheKatrin
Telephone +49 030-9812-7123 (International)
(030) 29337611 (Local)
Email [email protected]
[email protected] (Marketing Opt In)

Digital Keychain Hashed email, Pixels, Ad-Tech IDs

Holistic Order Holistic Case Holistic Marketing

History History Response
Let’s take a deeper look at the presented information
How many Systems of Source do you see? Source Records? Contact Points?
Customer Profile
Katrin Schmidt,
(030) 29337611 [email protected],
Catrin Schmidt 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

Cathrin Schmidt Guest Checkout

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123
Grunerstraße 20, Berlin

More Profile Data

Cathrin Schmidt
Cathrin Schmidt [email protected]
[email protected] TheKatrin
In this example there are 4 Source Systems
Service Cloud, Marketing Cloud, Commerce and Loyalty Cloud
Customer Profile
Katrin Schmidt,
(030) 29337611 3 [email protected],
Catrin Schmidt 1 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

Cathrin Schmidt Guest Checkout

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123
Grunerstraße 20, Berlin

4
2 More Profile Data
Cathrin Schmidt
Cathrin Schmidt [email protected]
[email protected] TheKatrin
there are a total of six records
Two Orders, a Contact, a Lead, Subscriber, Loyalty Member
Customer Profile 4
Katrin Schmidt,
1 (030) 29337611 [email protected],
Catrin Schmidt 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

2 Cathrin Schmidt Guest Checkout 5

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123
Grunerstraße 20, Berlin

More Profile Data

6
Cathrin Schmidt
3 Cathrin Schmidt [email protected]
[email protected] TheKatrin
Let's solve the connection one by one
Link the guest and registered user Orders by Name and normalized Phone
Customer Profile 4
Katrin Schmidt,
1 (030) 29337611 [email protected],
Catrin Schmidt 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

2 Cathrin Schmidt Guest Checkout 5

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123
Grunerstraße 20, Berlin

More Profile Data

6
Cathrin Schmidt
3 Cathrin Schmidt [email protected]
[email protected] TheKatrin
Let's solve the connection one by one
Using the guest’s order secondary Email and Fuzzy Name
Customer Profile 4
Katrin Schmidt,
1 (030) 29337611 [email protected],
Catrin Schmidt 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

2 Cathrin Schmidt Guest Checkout 5

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123
Grunerstraße 20, Berlin

More Profile Data

6
Cathrin Schmidt
3 Cathrin Schmidt [email protected]
[email protected] TheKatrin
Let's solve the connection one by one
Connect the information from external systems via Party Identifier
Customer Profile 4
Katrin Schmidt,
1 (030) 29337611 [email protected],
Catrin Schmidt 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

2 Cathrin Schmidt Guest Checkout 5

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123
Grunerstraße 20, Berlin

More Profile Data

6
Cathrin Schmidt
3 Cathrin Schmidt [email protected]
[email protected] TheKatrin
Let's solve the connection one by one
Use Fuzzy Name and Address match to link the Service record with 2nd phone
Customer Profile 4
Katrin Schmidt,
1 (030) 29337611 [email protected],
Catrin Schmidt 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

2 Cathrin Schmidt Guest Checkout 5

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123
Grunerstraße 20, Berlin

More Profile Data

6
Cathrin Schmidt
3 Cathrin Schmidt [email protected]
[email protected] TheKatrin
Let's solve the connection one by one
Use Fuzzy Name and Email to link Marketing’s record
Customer Profile 4
Katrin Schmidt,
1 (030) 29337611 [email protected],
Catrin Schmidt 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

2 Cathrin Schmidt Guest Checkout 5

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123
Grunerstraße 20, Berlin

More Profile Data

6
Cathrin Schmidt
3 Cathrin Schmidt [email protected]
[email protected] TheKatrin
All Records are now linked together
Let’s do that another 100M times for each Customer!
Customer Profile 4
Katrin Schmidt,
1 (030) 29337611 [email protected],
Catrin Schmidt 030 98127123
Joachimsthaler Str. 1-4, Berlin Joachimsthaler Str. 1-4, Berlin

2 Cathrin Schmidt Guest Checkout 5

<[email protected]> Katrin Schmidt,
TheKatrin [email protected],
+49 030-9812-7123
Grunerstraße 20, Berlin

More Profile Data

6
Cathrin Schmidt
3 Cathrin Schmidt [email protected]
[email protected] TheKatrin
Unified Individual is now ready!
Leverage “Identity Link Individual” dmo to connect to all Engagement data

Unified ID 5e1ef23f-4eae-3659-a434-ca310911a12c
Name Katrin Schmidt
Nickname Katrin
Twitter TheKatrin
Telephone +49 030-9812-7123 (International)
(030) 29337611 (Local)
Email [email protected]
[email protected] (Marketing Opt In)

Digital Keychain Hashed email, Pixels, Ad-Tech IDs

Complete Order Service Case Marketing

History History Engagement
Golden Record
vs Unified Profile
What is a Unified Profile?
Did You Know
Unified ID is NOT
● Unified Profile - Maintains all source data and lineage
meant to be used a
● Flexible Model - Resolve identities to link & stitch data together Golden Record ID

Records Id Data FIRST LAST EMAIL Phone Metrics

Source NAME NAME
All Data Points
associated with the
Lead-Id-001 Sales Cloud Rebecca Williams [email protected] (781) 811-2135 Interest in
Individual and Product-A
complete Lineage is
retained within Data Order-Id-001 Brand-1 Store Rebecca Williams [email protected] (181) 481-1135 400$ Total Spent
Cloud (logged-in)

All Metrics and all Order-Id-002 Brand-2 Store Rebecca Williams [email protected] (781) 811-2135 200$ Total Spent
behaviour available at (guest chk)
all times (combined or
independently) Subscriber-Id Brand-1 MC Becca [email protected] 5 Clicks, 2 Opens
-0005

Unified Id Rebecca Williams [email protected], (781) 811-2135, Interest in

91123-1231 [email protected] (181) 481-1135 Product-A, $600
Total Spent,
5 Clicks, 2 Opens
What is Golden Record?
Strongly desired for simplicity, strongly limited due to simplicity

Records Id Data FIRST LAST EMAIL Phone Metrics

The strong desire to have a Source NAME NAME
single-id for the Customer,
with the ‘best’ email and Lead-Id-001 Sales Cloud Rebecca Williams [email protected] (781) 811-2135 Interest in
the ‘best’ phone to reach Product-A
out to.
Order-Id-001 Brand-1 Store Rebecca Williams [email protected] (181) 481-1135 400$ Total Spent
Real people and problems (logged-in)
are not that simple
Order-Id-002 Brand-2 Store Rebecca Williams [email protected] (781) 811-2135 200$ Total Spent
(guest chk)

Subscriber-Id Brand-1 MC Becca [email protected] 5 Clicks, 2 Opens

-0005

Gold-Id-500 Brand-1 MC Becca Williams [email protected] (781) 811-2135 Interest in Product-A,

400 Spent

Gold-Id-600 Brand-1 MC Becca Williams [email protected] (781) 811-2135 200$ Spent, 5

m Clicks, 2 Open
What is Golden Record?
Strongly desired for simplicity, strongly limited due to simplicity

Records Id Data FIRST LAST EMAIL Phone Metrics

Source NAME NAME

Lead-Id-001 Sales Cloud Rebecca Williams [email protected] (781) 811-2135 Interest in

Product-A
[1] Too many ‘Golden
Records’ can be Order-Id-001 Brand-1 Store Rebecca Williams [email protected] (181) 481-1135 400$ Total Spent
created if unification is (logged-in)
done on single
Contact Points (Emails
Order-Id-002 Brand-2 Store Rebecca Williams [email protected] (781) 811-2135 200$ Total Spent
or Phone) (guest chk)

[2] Lack of history

Subscriber-Id Brand-1 MC Becca [email protected] 5 Clicks, 2 Opens
tracking and risk of -0005
attributes mismatch
between records.
[3] Complete ‘view’ of
the Customer may not Gold-Id-500 Brand-1 MC Becca Williams [email protected] (781) 811-2135 200 Spent
Clicks, 2 Open
be achievable

Gold-Id-600 Brand-1 MC Becca Williams [email protected] (781) 811-2135 400$ Spent, 5

m Interest in
Product-A,
What is Unified Profile?
Data Cloud creates a Unified Profile addressing the ‘Golden Record’ limitations

Records Id Data FIRST LAST EMAIL Phone Metrics

Source NAME NAME
[1] All Contact Points
associated with the Lead-Id-001 Sales Cloud Rebecca Williams [email protected] (781) 811-2135 Interest in
Individual and Product-A
Complete Lineage is
Order-Id-001 Brand-1 Store Rebecca Williams [email protected] (181) 481-1135 400$ Total Spent
retained within Data
(logged-in)
Cloud
[2] All Metrics and all Order-Id-002 Brand-2 Store Rebecca Williams [email protected] (781) 811-2135 200$ Total Spent
behaviour associated (guest chk)
with either Email
combined and Subscriber-Id Brand-1 MC Becca [email protected] 5 Clicks, 2 Opens
independently -0005

available
[3] Track Consent for
all touch-points of the Unified Id Rebecca Williams [email protected], (781) 811-2135, Interest in
user and leverage 91123-1231 [email protected] (181) 481-1135 Product-A, $600
depending on channel Total Spent,
5 Clicks, 2 Opens
When does Data Cloud create a ‘Golden Record’?
During Activation, with Customer provided Context and selection criteria

Records Id Data Source FIRST LAST EMAIL Phone Metrics

NAME NAME

[1] All Source Individuals’s data and lineage is retained in the Data Model Objects (DMOs) in CDP

Order-Id-001 Brand-1 Store Rebecca Williams [email protected] (181) 481-1135 400$ Total Spent
(logged-in)

Order-Id-002 Brand-2 Store Rebecca Williams [email protected] (781) 811-2135 200$ Total Spent
(guest chk)

[2] Unified Profile - Contains all unique Contact Points for the linked Individuals. Connect via Unified Link DMOs to source data

Order-Id-002 Brand-2 Store Rebecca Williams [email protected] (781) 811-2135 200$ Total Spent
(guest chk)

[3] Select appropriate Subscriber-Id and Contact Point association

Subscriber’s ID Brand-1-BU Rebecca Williams [email protected] (181) 481-1135

BU-1

Subscriber’s ID Brand-2-BU Rebecca Williams [email protected] (781) 811-2135

BU-2
Poll Time

Did you clearly understand

Identity resolution as a concept in Data Cloud ?
Implementation Steps
The Big Picture: Implementation Themes
Related to the components of Data Cloud

Provisioning Insights & Analytics

Provision and set up Data Cloud instance, Derive insights from your mapped data,
users and permissions, configure explore and visualize it in the analytical and

Data Consumption
integrations to source/target systems, etc. business intelligence tools.

Data Preparation
Data Ingestion Segmentation
Set up data streams bringing data into Data Turn mapped data into useful audiences or
Cloud from various supported sources and segments, to understand, target or analyze
applying necessary transformations customers at the unified level.

Data Mapping (Harmonization) Activation

Map ingested data into the Customer 360 Materialize created segments and publish
data model, making it available for to relevant activation/engagement
unification, segmentation and activation platforms. Trigger relevant business
processes based on data points identified
within Data Cloud. Consume and expose
Identity Resolution (Unification) data in relevant user experiences within
Configure rules for individual matching other systems .
across sources of data, establish preference
for unified attributes reconciliation rules
Identity Resolution : Glossary
Identity Resolution
The process of identity management by means of matching and reconciling data about people into a comprehensive view called
unified profiles. Identity resolution is powered by rulesets and creates unified and link objects.

Identity Resolution Rulesets

Rulesets are a combination of match and reconciliation rules used to combine source records to resolve identity and create unified
profiles.

Reconciliation Rules
User-defined rules that determine which source the system uses when creating unified individual profiles.
Options include: last updated, most frequent, or source priority.

Unified Profile
A profile that contains customer data reconciled across multiple sources as a single record using identity resolution rulesets.

Party
A term that can refer to a subject area or a field in Data Cloud. Party reflects a unique identifier,
like a driver’s license number or a contact ID in Salesforce.

Party Identification DMO

The Party Identification DMO is a Data Cloud data model object for the ways to identify a party,
such as a driver’s license or a birth certificate.

Individual ID
This enterprise-wide unique identifier is utilized as the Identification Number in Identity Resolution,
such as the CRM Contact ID or MDM ID.
Identity Resolution Implementation Steps

1. Profile Data Across 2. Configure Match 3. Configure

4. Validate Results
Data Sources Rules Reconciliation Rules

Understand whether or Make appropriate Specify how matched

Inspect resulting unified
not data from various tradeoffs between over records should be
records and plan for
sources matches and under grouping of reconciled if there are
next steps.
expectations. Individual records. attribute conflicts.
Behind the Scenes
Steps to get a Unified Profile
Let’s understand Identity Resolution Step By Step

4
Reconciliation
1 3
Rules

Rulesets
2 Match 6
Methods
Validation
Match
Rules
5
Execution
Step 1. Rulesets
Rulesets allow you to have multiple sets of unified profile sets in Data Cloud.

Ruleset Name to differentiate rulesets in the main

user experience

Ruleset Description to captures the specific use or

purpose of creating the Identity Resolution

Entity Object is the list of what will be created as part

of the Identity Process. The DMO names will differ by
Identity Rulesets (via the 4 letter Ruleset ID)
Step 2. Configure Match Rule
Leverage standard and custom fields mapped to the data model

● Composed of multiple Match Criterias

● Each criteria has a Match Method
● Key Points:
○ As long as one Match Rule is TRUE, two
Individual records would be linked
○ You have option to modify and extend each rule
○ Add more fields for stricter match definition and
keeping unique individuals separate
○ Remove fields or loosen match definition to
increase match rate
Match Criteria
A match rule is composed of multiple Match criteria

Any mapped object Any mapped Attribute Exact - supported for Any
from the Individual Data (including Custom fields) all fields non-required
Model can be leveraged from the Individual Data field from the
Exact Normalized -
as part of the of the Model can be leveraged Individual Data
supported for Email,
building the Match as part of the of the Model can be
Phone, Address,
criteria building the Match set to Match on
Name fields
criteria. Blank
Fuzzy - supported for
First Name
Step 3: Match Methods
Describes the precision with which data is matched

EXACT
supported for
all fields
PHONE EMAIL NAME ADDRESS DEVICE PARTY ID

NORMALIZED
supported for
Name, Contact Point fields
(i.e. Email, Phone, Address)
PHONE EMAIL NAME ADDRESS

FUZZY Supports Latin-1

supported for (ISO-8859-1) characters
only First Name
FIRST NAME
Match: Fuzzy First Name
Supports Latin-1 (ISO-8859-1) characters.
10k Synonyms and closely occurring
Individual (Input Data)
Human Review name pairs were added to hard
Id First Name Last Name Email
(On-Going) training set, including international
names.
1000-10-0001 Rebecca Williams [email protected]
1000-10-0002 Becca Williams [email protected]
1000-10-0003 Bec Williams [email protected] Domain Specific Salesforce Research Team generated
1000-10-0004 Rebeca Williams [email protected] and scored a 20M unique
Training combinations of First Name pairs
1000-10-0005 Bec Williams [email protected] (First Names) for international datasets.
1000-10-0006 Rebecca Williams [email protected]

Input Data
AI Foundation Bidirectional Encoder
- Each record represents a different Individual Representations from Transformers
- Each record also shared the same email address (BERT Language (BERT)
“[email protected]” Model)
Configured Match Rule

- Fuzzy.First-Name + Exact.Last-Name + Exact.Email

It also support precisions now to change sensitivity
Configured Reconciliation Rule Low, Medium, High
- All Fields set with “Most Frequent”
Match: Exact Normalized Email

Exact Normalized Email syntax is achieved via:

Contact Point Email (Input Data)
Party javax.mail.internet.InternetAddress
Id
(FK to Individual) Email Address
1000-10-0001 IAN0-20-0001 [email protected]
Recommendation
1000-10-0002 IAN0-20-0002 [email protected]
1000-10-0003 IAN0-20-0003 [email protected] Extend the Match Rule to include more
1000-10-0004 IAN0-20-0004 "[email protected]"
Individual fields, Full Contact Points, Party
Identifiers and/or Custom fields
1000-10-0005 IAN0-20-0005 <[email protected]>
1000-10-0006 IAN0-20-0006 "rwilliams"@gmail.com

Input Data

- All data belongs to “Rebecca Williams” (matching Individual fields)

- Each Contact Point Address belongs to different Individual (Party)
- Email fields are the only Contact Points

Configured Match Rule

- Exact.First-Name + Exact.Last-Name + Normalized.Email-Address

Match: Exact Normalized Address

Contact Point Address (Input Data)

Id Party Address 1 City Country
● Address.Address1 matcher operates on common
spelling, transposition, address-token’s errors
1000-10-0001 2000-20-0001 500 North Cabrillo Ave NY USA
1000-10-0002 2000-20-0002 500 North Cabrillo Ave NY US ● Address.State Normalizer supported for 11
1000-10-0003 2000-20-0003 500 N Cabrillo Ave NY U.S.A Countries - Australia, Canada, France, Germany,
1000-10-0004 2000-20-0004 500 Cabrillo Ave North NY USA Great Britain, Italy, Netherlands, Norway,
1000-10-0005 2000-20-0005 500 North Cabrillo Avenue NY USA
Singapore, Spain, Turkey, United Stated
1000-10-0006 2000-20-0006 500 Cabrillo Ave N NYC USA ● Address.Country Normalizer supported for all
Countries
Addition Configurations Details for 6 different individuals ● Address.PostalCode and Address.City fields only
- All data belongs to “Rebecca Williams” (matching Individual fields) support Exact matches at this stage
- Each Contact Point Address belongs to different Individual (Party)
- Address fields are the only shared Contact Points That’s why last records was not recognized as
match
Configured Rule

- Exact-Norm.Address1 + Exact.City + Exact-Norm.Country

Match Rule Balancing

Tip
try
to ↑ the consolidation rate,
d
adding more match rules, an
to ↓, try removing them.
Party Identifier Matching
Let's explore this in more detail

Primary key for the record

Party Identification
* Party Identification Id Foreign key to the Individual object record, matched to
the Individual Id field.
Party
Broader specification of the identifier, e.g. "License",
Party Identification Type "Loyalty Membership" or "Social Identifier". Optional in
match rule setup.
Identification Name
Specification of the name of the identity, e.g. "State Driver
Identification Number
License" or "Airline Member Number". Mandatory in
match rule setup.

The actual ID value used for the identity resolution

comparison.
Mandatory Mappings for the Party Identification object
Identity Resolution based on External Identifier (or Party Id)

The ID used for Exact Match

Records with the same
Identification Number will be
unified

Populated with Individual ID

Determines which Individual
objects get unified

A unique key for this object

Only one record per Party
Identification ID will survive
Step 4: Reconciliation Rules
Specifies how to select the best value to save to a unified field that can’t have multiple values

Most Frequent
From matched records

Last Updated
Data streams should have
update-ts mapped

Source Sequence
Ranked order Data Source’s
value preference
Required Mapping for Identity Resolution Scenarios
Read this documentation for more information

Required Data
Mappings
Step 5: Execution
Review Resolution Summary and Processing History
Identity Resolution: Individuals → Unified Individual

Two Individuals Linked Together

= One Unified Individual

 Step 6: Validation
User Profile Explorer to Look-Up Profiles by key attributes in Data Cloud

4
1 2 3

(1) Pick an Identity Resolution ruleset

(2) Select key Profile attributes
(3) Enter exact look-up value
(4) Edit Columns to Display
(5) View all Unified Records
Steps to get a Unified Profile
Let’s understand Identity Resolution Step By Step

4
Reconciliation Rules
1 3
Most Frequent, Last Updated,
Source Sequence

Rulesets Match Methods 6

Identity Resolution 2 Exact, Normalized,
Driver Fuzzy
Validation
Match Rules Profile Explorer
Composed of multiple
Match Criterias
5
Execution
Resolution Summary
& Processing History
Some Applications of a Unified Profile

➔ Calculated Insights on Unified Individuals

➔ Segment & Activate on Unified Individuals

➔ Expose Unified Data to CRM using Lightning

➔ Profile Explorer in Data Cloud

➔ Use them in Prompt Builder for Gen AI Use-cases

Party Identification Example
NAME in PARTY
DEFINITION APPLICATION EXAMPLE
IDENTIFICATION

Identification This is a literal Name that you need On Match Rules setup screen (labeled Party Identification
Name to include in the Data Stream - Name);
“Global Party ID” - related to New Formula Field with literal string that defines the 1st
“Global Party ID”
Identification ID level of categorization like “Customer ID” or “Global Party
ID”;
related to the Identification Number (below)

Identification ID used for Identity Resolution -

Could be: Global Party ID, MC Subscriber Key, MDM ID,
Number should be Global Party ID if there is GPID23923dsjdsd932
CRM ID OR ID of the row; pulled from external system
one.

Identification Primary Key of Table; ID from

5bf41d2a-b56a-11e7-8
ID external system or unique identifier ID
7d8-2
for row

Party Req; Can be used in Match. Just a On Match Rules setup screen;
Identification classification value like “CRM ID” New Formula Field with literal string that defines the 2nd “Data Manager ID”
Type level of categorization like “CRM ID”

Party ID Should be the Identification ID ID 5bf41d2a-b56a-11e7

“Party” vs “Party Identification”
What do we mean by “Party” Differences between Data Cloud’s “Party” and “Party Identification”...

“Party” “Party Identification”

A Data Cloud Standard Data Model
Where is it found? An attribute (field) in many DMOs
Object

How is it used in The field typically represents a Used primarily for Identity
the Data Cloud? foreign key to Individual.ID - this Resolution rules based on Party
field is used by Data Cloud to Identification (optional). Requires
connect that DMO’s data back to mappings of:
the Individual.
● Party Identification Name
● Party Identification Type
If Profile Data Streams aren’t leveraging
“Party” (or other custom relationships) to link
● Identification Number
back to the Individual, profile counts can be ● Party (to relate back to the
off. Individual)
Drivers License #, External
Example Value Marketing Cloud Contact Key
CustomerID
Important Consideration
Unification Timings
Identity Resolution Guidelines and Limits

Method Refresh Rate Latency

Create or
Instantly and
Update Rules
On Demand Max four times in
(either match or
24 hours
reconciliation)

Scheduled Batch Every 24 Hours

Limits and Guidelines List

Identity Resolution Considerations
Fuzzy and Normalized Matching Limitations → Only available for specific attributes
Identity Resolution Execution time:
○ IR job runs first saved and upto 4 times in 24 hours;
○ Initiated when the system finds mapped data streams with some updates.

A Unified Profile IS NOT a Golden Record

○ Unified Id created and managed by Data Cloud → is not persistent
○ Should not be used as key in external systems
○ Reconciliation does help with orchestrating any changes back to source systems

Managing Multiple Consents Per Contact Point → Not Supported Today

B2B Identity Resolution:
○ Account Based IR is not supported today. You can segment and activate on Accounts but you can
not “Unify” accounts.

Data quality of source systems should be considered:

○ Data Cloud does not have built in exclusion-list for commonly submitted fake data
“[email protected]”, “555-555-5555”, etc so these would create a valid match.
Identity Resolution Best Practices
Unification Strategy
■ Evaluate enterprise identity strategy, inspect and collate an inventory of all data sources.
■ Design relevant unification strategies to incorporate all necessary data sources using best fit approach.

Be Intentional With Match Rules

■ Matching on Contact Point Alone (email, phone) is NOT a recommended practice
Tip
■ Consider the impact of shared email, phone etc for unification Use Party Identification to
d
match using external and 3r
Review business goals for unification party identifiers
No)
(License, Device ID, Loyalty
■ Consider best and worst case scenario
■ What would happen if you inappropriately unified multiple individuals

Match Rule configuration - No Optimal Consolidation Rate

■ Varies by industry, customer, business scenario
■ More permissive the match criteria, the higher the consolidation rate;
■ More restrictive the match criteria, the less consolidation - and the more closely related to original source records

Multiple Identity Graphs

■ Use different Identity Resolution Rulesets to compare how changing match criteria changes the consolidation rate
Design Considerations
Few things to consider before finalizing your solution

Identity Resolution is an isolated/independent process. It does not rely or wait for any
1
other activity to finish.
Q: Do you foresee any impact on data integrity/completeness because of it? Evaluate
schedules for data ingestions, segment refreshes and activations.

As a result this process produces Unified Individual records, along with mapping to
2
original Individual records and related contact points and party identifications. The
Unified Individual assigned mutable UUID.
Q: Does your design rely on this generated identity? Evaluate replacing direct use with
lookup sequence instead, e.g. use Individual Id to retrieve current UUID and then
remaining necessary data.
Next Steps
Your Homework for Next Time
Goal (Homework) post this call -
Trailhead
Navigate to the Trailmix
1
● Salesforce Data Cloud Consultant Credential Trailmix

2 Complete Activities under the “Identity Resolution” Task

● Module: Data and Identity in Data Cloud
● Link: Data and Identity in Data Cloud
● Link: Data Cloud: Identity Resolution
● Link: Knowledge Check: Data Cloud - Identity Resolution

Bookmark -> Program Guide

3 Bonus : Data Cloud Video series
sfdc.co/DCAcademyGuide
Goal (Homework) post this call -
Partner Learning Camp

➔ Complete
● Activity Configure Identity Resolution

Do not forget to check your understanding

via Knowledge Check module
Q&A
We will try to answer most of queries here in this sheet:
http://sfdc.co/DCAcademyQnA

Bookmark -> Program Guide

sfdc.co/DCAcademyGuide
Thank you
Please provide your valuable feedback
post closing this zoom session, your
feedback will be very valuable to us