Salesforce Data Cloud – Identity Resolution

Creating a unified customer identity is crucial for effective customer relationship management. By leveraging customer profile data from Salesforce CRM and AWS S3, businesses can ensure accurate and comprehensive customer profiles through identity resolution rule sets. This process enhances data quality by identifying and merging duplicate records. 

In this article, we will explore how to utilize Salesforce’s Query Editor and Identity Resolution tools to manage and reconcile customer data effectively.

Understanding Mapped Data in Key Profile DMOs

Before creating a unified customer identity, it’s essential to understand the type of data mapped to key profile Data Model Objects (DMOs). For this, we use the Query Editor in Salesforce Data Cloud.

Exploring Individual Records

1. Access the Query Editor: Navigate to the Data Explorer and select the default data space. 
2. Profile and Data Model Objects: Select the Individual object. 
3. Run a Query: Execute a query ordered by the first name to identify duplicate or similar entries. You’ll likely find many records with the same or similar first names, indicating potential duplicates.

Examining Email Addresses and Party Identifications

1. Email Addresses: Query the Contact Point Email object, ordering by email address. This helps identify duplicate email addresses, suggesting the same customer.
2. Party Identifications: Query the Party Identification object, ordering by identification number. Duplicate identification numbers or names (like customer reward numbers or passport numbers) indicate the same customers.

Also Read: Salesforce Data Cloud’s Zero-Copy Architecture

Creating Identity Resolution Records

After analyzing the data, the next step is to create identity resolution records.

1. Access Identity Resolution: Open the Identity Resolution in a new tab to refer back to the data analysis.

2. Create a New Rule Set: 

• Select the Individual as the primary data model.
• Name the rule set “main”.
• The data will be created in Unified Individual, Unified Individual Contact Email, Phone, Address, and Unified Individual Party Identification objects.

Configuring Matching Rules

1. First Matching Rule: 

• Use fuzzy names and normalized email.
• Match on fuzzy first name, exact last name, and exact normalized email address.

2. Second Matching Rule: 

• Use party identification with an exact match on the identification number and identification name.
• Create rules for both customer reward numbers and passport numbers.

Also Read: Extracting and Storing Multiple Emails per Customer in Custom DLO

Publishing and Adjusting Reconciliation Rules

1. Publish the Rule Set: Save and publish the rule set. Note that this is a batch process and may take some time.

2. Address Warnings: 

• Ensure that reconciliation rules for ID fields are properly set.
• Change the default reconciliation rule from “last updated” to “source priority”.

• Prioritize AWS S3 data over Salesforce CRM if the AWS S3 data quality is superior.
• Adjust reconciliation rules for email addresses similarly, giving priority to AWS S3 data.

3. Run the Rule Set: Once the rule set is published and the job status is updated, run the rule set again to ensure all processes are completed.

By following these steps, you can successfully create a unified customer identity by integrating and reconciling data from Salesforce CRM and AWS S3. This process ensures a streamlined and accurate customer profile, enhancing your data quality and customer relationship management.

Explore our Salesforce Data Cloud series on YouTube for expert guidance and tips on leveraging Salesforce Data Cloud effectively.

Conclusion

Creating a unified customer identity by integrating data from Salesforce CRM and AWS S3 is a crucial step in ensuring data accuracy and enhancing customer relationship management. By understanding the mapped data, configuring matching rules, and prioritizing data sources, you can streamline your customer profiles and improve data quality. This process not only helps in identifying and merging duplicate records but also ensures that the most reliable data is used. By mastering these techniques, you can enhance your Salesforce skills and significantly boost your organization’s data management capabilities.

Looking to improve your Salesforce expertise? Explore our Salesforce Data Cloud Consultant course. Start a free trial to access over 24 Salesforce certification courses, more than 50 mock exams, and 50+ hands-on Salesforce labs. 

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