Data Cloud Consultant - Identity Resolution (14%)

Create identity Resolution Ruleset Process

- Navigate to the Identity Resolutions tab. - Click 'New'. - Select the Individual entity. - Add an option ruleset ID of up to four text characters. Be aware that once you set a ruleset ID, it can't be changed. - Click 'Next'. - Name your ruleset and add an optional description to help identify its properties. - Click 'Save'.

Ruleset Status Options

- New - Publishing - Published - Deleting - Delete Failed - Error

Party Identification Object Attributes

- Party Identification ID - Party - Party Identification Type - Identification Number - Identification Name

Important Party Identification Attributes for Identity Resolution

- Party Identification Type - Identification Name - Identification Number

Match Rules Guidelines

- Rules with Individual Attributes, Contact Points, and Party Identifiers: Including too many attributes and contact points in match rules leads to fewer matched records (under grouping) and, at the same time, provides greater certainty in the Individual's uniqueness. - Rules with Individual Attributes and Contact Points: It's important to ensure that names are included in the rules to prevent combinations when the same contact point is used across several individuals. For example, consider a household where individuals are sharing an email address, or a business context where individuals use the same company address or phone number. - Rules with a Single Connected Contact Point: This is not a recommended practice. In terms of shared contacts across multiple individuals, using a single contact point has similar concerns as when using matching rules with Individual attributes and contact points. This configuration leads to over grouping of Individuals while most likely producing higher match rates.

Data Questions to Consider

- Where is your data located? - Ho do you identify individuals in each of your data sources? - What does your customer journey look like? - How is the data quality in each source?

Contact Points

These all have associated objects that can be used for identity resolution. This information represents specific information about a person that may change or be different in various systems.

Identity Resolution Rulesets

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

Reconciliation Rules

These are user-defined rules that determine which source the system uses when creating unified individual profiles.

Party Identification Attributes

These attributes let you use external identity graphs, including but not limited to Master Data Management (MDM), license numbers, mobile identifiers, and anonymous profiles via first-party cookie ID.

Last Job Status Option: Skipped

This Last Job Status option means that the Identity Resolution job was skipped because there were no changes to data streams, to records in the source data model object, or to the ruleset's configuration.

Last Job Status Option: Blank (no status)

This Last Job Status option means that the Identity Ruleset has been created, but no match or reconciliation rules have been added.

Last Job Status Option: Scheduled

This Last Job Status option means that the Identity Ruleset job is ready and waiting to start running.

Last Job Status Option: In Progress

This Last Job Status option means that the Identity Ruleset job is running. Unified profiles from the last successful publish are available until the job is complete.

Last Job Status Option: Succeeded

This Last Job Status option means that the Identity Ruleset job ran successfully.

Last Job Status Option: Failed

This Last Job Status option means that the Identity Ruleset job was unsuccessful. You should contact Salesforce Customer Support for help.

Last Job Status Option: Error

This Last Job Status option means that there was a problem running the Identity Ruleset job. You should contact Salesforce Customer Support for help.

Party Identification Object Attribute: Party

This Party Identification Object Attribute is a foreign key that is the same as the one sued in the individual object.

Party Identification Object Attribute: Identification Number

This Party Identification Object Attribute is the ID used for identity resolution comparison.

Reconciliation Rule Option: Source Sequence

This Reconciliation Rule option allows you to sort your data sources in order of most to least preferred for inclusion. Basically, it allows you to select based on your confidence in the data source. As an example, you can specify that the system use Marketing Cloud data first and S3 data last.

Reconciliation Rule Option: Most Frequent

This Reconciliation Rule option specifies that the most frequently occurring value must be selected for inclusion in the unified individual profile.

Reconciliation Rule Option: Last Updated

This Reconciliation Rule option specifies that the most recently updated value must be selected for inclusion in the unified individual profile. It's worth considering what data gets updated most regularly - would it be customer service data or perhaps Marketing Cloud preference data?

Resolution Summary Metric: Matched Source Profiles

This Resolution Summary metric is the number of source profiles that match another source profiles.

Resolution Summary Metric: Known Unified Profiles

This Resolution Summary metric is the number of unified profiles made up of at least one known source profile.

Resolution Summary Metric: Anonymous Unified Profiles

This Resolution Summary metric is the number of unified profiles made up of only anonymous source profiles.

Resolution Summary Metric: Consolidation Rate

This Resolution Summary metric is the total number of unified profiles divided by the number of source profiles and rounded to the nearest whole number.

Ruleset Status Option: Delete Failed

This Ruleset Status option means that the Identity Ruleset could not be deleted. You should contact Salesforce Customer Support for help.

Ruleset Status Option: Error

This Ruleset Status option means that the Identity Ruleset has a problem. You should contact Salesforce Customer Support for help.

ssot__AddressLine1__c

This is the API Name for the Address Line 1 attribute for the Contact Point Address Object.

ssot__CityId__c

This is the API Name for the City attribute for the Contact Point Address Object.

ssot__EmailAddress__c

This is the API Name for the Email Address attribute for the Contact Point Email Object.

ssot__FormattedE164PhoneNumber__c

This is the API Name for the Formatted E164 Phone Number attribute for the Contact Point Phone Object.

ssot__FirstName__c

This is the API Name for the Frist Name attribute on the Individual Data Model Object.

ssot__Name__c

This is the API Name for the Identification Name attribute on the Party Identification Object.

ssot__IdentificationNumber__c

This is the API Name for the Identification Number attribute on the Party Identification Object.

ssot__Id__c

This is the API Name for the Individual ID attribute on the Individual Data Model Object.

ssott__LastName__c

This is the API Name for the Last Name attribute on the Individual Data Model Object.

Fuzzy Matching Consideration

This matching method is only available for first names.

Matching Method Option: Normalized

This matching method option is based on the same exact info, regardless of formatting.

Matching Method Option: Fuzzy

This matching method option means that matching is based on a similar match. Typos and slightly different spelling are OK.

Matching Method Option: Exact

This matching method option means that matching is based on an exact match. No typos or alternative formats.

Party Identification Object

This object allows you to match using your own customer-supplied identifiers. This is especially important with Marketing Cloud data bundles.

Resolution Summary

This provides a clear breakdown of the Identity Resolution ruleset outcome.

Identity Resolution Rulesets Consideration

You can only create up to two of these.

Process History Tab

You can refer to this tab on the Identity Resolution record details page to establish the cadence and average duration of the job when planning for the time of your segmentation and activation processes.

Reconciliation Rule Consideration

You can select this at the object level and field level.

Rule with Individual Attributes, Contact Points, and Party Identifiers Example

[Individual Attributes AND Party Identifier AND Address] OR [Individual Attributes AND Phone AND Email]

Rule with Individual Attributes and Contact Points Example

[Individual Attributes AND Phone] OR [Individual Attributes AND Email] OR [Other combination of contact points]

Unified Profile Benefits

- All contact points associated with the individual and complete lineage are retained in Data Cloud. - All metrics and all behavior associated with the individual records combined and independently available. - Consent for all touch-points of the user is tracked an can be used depending on the channel.

Last Job Status Options

- Blank (no status) - Scheduled - In Progress - Succeeded - Skipped - Error - Failed

Required Contact Point App Attributes

- Contact Point App ID (primary key)

Required Contact Point Email Attributes

- Contact Point Email ID (primary key) - Email Address - Party

Required Contact Point Phone Attributes

- Contact Point Phone ID (primary key) - Formatted E164 Phone Number - Party

Required Contact Point Address Attributes

- Contact Point address Id (primary key) - Address Line 1 - City - Party - Postal Code - State Province

Individual ID Field Mapping Options

- ContactPointAddress.Party - ContactPointApp.Party - ContactPointEmail.Party - ContactPointPhone.Party - PartyIdentificationId.Party

Contact Point Objects

- Email - Phone - Address - Device - Social

Matching Method Options

- Exact - Fuzzy - Normalized

Required Attributes for Individual Data Model Object

- Individual ID (primary key) - First Name - Last Name

Reconciliation Rules Options

- Last Updated - Most Frequent - Source Sequence

Identity Resolution Implementation Process

- Step 1: Profile Data Across Data Sources - Step 2: Configure Match Rules - Step 3: Configure Reconciliation Rules - Step 4: Validate Results

Calculated Insights Use Cases

- Summarize data - Attempt to establish uniqueness of the identifiers, whether or not contact points are shared across individuals. - Identify how many contact points are coming from any gi8ven source. - Inspect whether or not the address (if used as a contact point) was correctly imported. - Verify any potential mapping or relationship issues that might lead to incorrect unification results.

Known Unified Profiles Metric Considerations

- This metric is directly tied to the allocated utilization for the org. - If there are two Identity Resolution rulesets configured, the combined total across both would be counted toward that allocation.

Golden Record Problems

- Too many of these can be created if unification is done on single contact points (email or phone). - There may be a lack of history tracking and a risk of attributes mismatch between records. - The complete view of the customer may not be achievable.

Resolution Summary Metrics

- Total Unified Profiles / Total Sourced Profiles - Consolidation Rate - Matched source Profiles - Known Unified Profiles - Anonymous Unified Profiles

Identity Resolution Rulesets Best Practices

- Use rulesets to compare and test match and reconciliation rules. Once you have your first ruleset configured, you can create a second to conduct A/B tests. - Consider the accuracy and cleanliness of your data. Can you clean any data before importing your raw data into Data Cloud? - Determine matching rules and requirements before you begin mapping your data. - Unified individual profiles are only as trustworthy as the source system data. What data source has the most up-to-date information/ Use this as a guide for your match and reconciliation rules. - Review your unified individual profiles regularly from Profile Explorer to see if tweaks need to be made to your ruleset.

Rule with Single Connected Contact Point Example

Email OR Phone OR Party Identifier OR Address OR Device

Party Identification Object Attribute: Party Identification Type

This Party Identification Object Attribute is a required field for mapping but option for identity resolution. This field provides additional information about the identifier, for example Social. You should be descriptive, as it is used to set up your matching rules.

Party Identification Object Attribute: Identification Name

This Party Identification Object Attribute is a required field used to specify the name of the ID space - for example, Mobile ID or LinkedIn ID. This is also used in match rule setup, so you should be descriptive.

Party Identification Object Attribute: Party Identification ID

This Party Identification Object Attribute is similar to individual ID and contact point IDs in that it is the primary or the primary identifier from your customer data. It can be any unique ID.

Ruleset Status Option: New

This Ruleset Status option means that the Identity Ruleset has been created, but no match or reconciliation rules have been added. The ruleset job hasn't run yet.

Ruleset Status Option: Deleting

This Ruleset Status option means that the Identity Ruleset is in the middle of being deleted.

Ruleset Status Option: Publishing

This Ruleset Status option means that the Identity Ruleset publication is in progress. Data from the last publish is available until publishing is complete. You will need to reload the page to see the updated status.

Ruleset Status Option: Published

This Ruleset Status option means that the Identity Ruleset was published. changes to the ruleset are used the next time that the ruleset job runs.

Ruleset Status

This indicates the status of a given Identity Resolution configuration record.

Last Job Status

This indicates the status of the most recent ruleset job.

Match Rules

This is a set of rules used to link multiple records into a unified individual within identity resolution rulesets.

SourceRecordId__c

This is the API Name for the Party Identification Id attribute on the Party Identification Object.

ssot__PartyIdentificationType__c

This is the API Name for the Party Identification Type attribute on the Party Identification Object.

ssot__PartyId__c

This is the API Name for the Party attribute for the Contact Point Address Object.

ssot__PostalCodeId__c

This is the API Name for the Postal Code attribute for the Contact Point Address Object.

ssot__StateProvinceId__c

This is the API Name for the State Province attribute for the Contact Point Address Object.

Source Profiles

This is the count of profiles in the source data model objects.

Identity Resolution Implementation Process: Profile Data Across Data Sources

This is the first step in the Identity Resolution Implementation process. In this step, you will work to understand whether or not data from various sources matches expectations.

Identity Resolution Implementation Process: Validate Results

This is the fourth and final step in the Identity Resolution Implementation Process. In this step, you will inspect resulting unified records and plan for next steps.

Individual Object

This is the most important Data Cloud object because it has all the personal information you know about your customer. All data streams that are added to your system must have one field that connects to the ID for this object in order to created a unified individual profile. It is required for identity resolution for this reason.

Individual ID

This is the most important attribute for identity resolution rulesets. It serves as the primary key for the individual object and is required for mapping and identity resolution. In your data stream, whatever field is the unique identifier for that customer should be mapped to this attribute.

Matched Source Profiles

This is the number of source profiles that matched another profile.

Total Unified Profiles

This is the number of unified customer profile records that the ruleset job created.

Identity Resolution Implementation Process: Configure Match Rules

This is the second step in the Identity Resolution Implementation process. In this step, you will make appropriate tradeoffs between over and under grouping of Individual records.

Identity Resolution Implementation Process: Configure Reconciliation Rules

This is the third step in the Identity Resolution Implementation Process. In this step, you specify how matched records should be reconciled if there are attribute conflicts.

Golden Record

This is when there's a single contact point for a customer, such as using the single "best" email or phone number. This occurs when there's a strong desire for simplicity.

Normalized Matching Consideration

This matching method is available for email, phone, and address.

Contact Point ID

This serves as the primary key for the contact point object and is required for mapping and identity resolution. In your data stream, whatever field is the unique identifier for that customer should be mapped to this ID.

Identity Resolution

This the process of identity management by means of matching and reconciling data about people into a comprehensive view called unified profiles. It is powered by rulesets and creates unified and link objects.