PRACTICE // IDENTITY GRAPH & GOLDEN RECORD
Customer Deduplication & Identity Resolution Architecture
We reconcile fragmented records across web, mobile app, call center, POS, and CRM silos into a persistent Golden Record using deterministic and probabilistic identity graphs.
Target
Enterprises in retail, travel, fintech, and e-commerce suffering from duplicate customer profiles across silos.
Tech Stack
BigQuery SQL Graph, Meiro Identity Stitching, dbt Identity Models, First-Party Server IDs.
Deliverables
Deterministic Waterfall Matching Engine, Survivorship Rulebook, and Unified Golden Record Table.
Business Impact
Elimination of wasted media spend on existing buyers, accurate LTV modeling, and unified CX.
Why Identity Resolution Is Foundational
Across enterprise databases, customers fragment due to guest checkouts, phone updates, multiple email addresses, and cross-device browsing. Without deterministic deduplication, every downstream CRM campaign and ad audience overcounts users and corrupts attribution.
Our Engineering Approach: Waterfall Clustering & Survivorship
Instead of opaque black-box matching, we engineer auditable, SQL- and CDP-native Identity Graphs tailored to your domain rules:
- Identifier Normalization & Hygiene: E.164 phone standardization, email canonicalization, and exclusion of shared/bogus call-center placeholders
- Deterministic Waterfall Graph Clustering: Multi-hop identity stitching across CRM ID, hashed email, phone, loyalty card, and first-party cookie IDs
- Survivorship Governance: Explicit attribute priority rules determining which timestamp, consent state, and contact profile survives into the Golden Record
- Reverse ETL & Activation Sync: Pushing the persistent Master Profile ID back into your CRM, CDP, BI dashboards, and ad networks
Quantify your database duplication rate
Schedule a technical briefing to assess identity fragmentation across your customer tables.
Request Identity Briefing →