Salesforce Data Cloud Identity Resolution

The Salesforce Data Cloud Identity Resolution (previously known as Salesforce CDP Identity Resolution) dashboard turns your data into a digestible series of charts to help you explore how Identity Resolution in Salesforce Data Cloud is working for your business. See a snapshot of your ingested sources, how they contribute to unified individuals, how unified individuals are composed, and a few common scenarios to explore to see how matching rules and/or data quality may be affecting your Identity Resolution results.

Answer key business questions

• What volume of Source Individuals was ingested?
• How were Unified Individuals composed?
• Do the matching rules result in the expected outcome?

Monitor and improve KPIs

• Number of Email Addresses: The average number of Email Addresses that match the rules for each Unified Individual created
• Number of First Names: The average number of First Names that match the rules for each Unified Individual created
• Number of Phone Numbers: The average number of Phone Numbers that match the rules for each Unified Individual created
• Number of Source Individuals: The number of Individuals in the Source Objects that will be processed
• Number of Source Objects: The number of Source Objects: Each data source is made of Source Objects: it can be Email table, User table, Orders table, ...
• Number of Sources: The number of data sources from which data will be consolidated to create a unified profile
• Number of Unified Individuals: Number of unified customer profile records that the ruleset job created

Required attributes

• ssot__EmailAddress__c (string): Email Address of the source
• ssot__FormattedE164PhoneNumber__c (string): Phone Number of the source
• ssot__Id__c (string): Unique identifier of the Source record
• ssot__BirthDate__c (date): Birth date of the Unified Profile
• ssot__EmailAddress__c (string): Email of the Unified Profile
• ssot__FirstName__c (string): First Name of the Source
• ssot__FirstName__c (string): First Name of the Unified Profile
• ssot__GenderId__c (string): Gender of the Unified Profile
• ssot__LastName__c (string): Last Name of the Source
• ssot__LastName__c (string): Last Name of the Unified Profile
• ssot__FormattedE164PhoneNumber__c (string): Phone Numbers of the Unified Profile
• ssot__Id__c (string): Unique identifier of the Unified Profile
• Table Name (string): Name of the ruleset
• ssot__DatasourceId__c (string): Unique identifier of the Datasource
• ssot__DataSourceObjectId__c (string): Unique identifier of the Datasource Object
• SourceRecordId__c (string): Unique identifier of the Source record
• UnifiedRecordId__c (string): Unique identifier of the unified record

Getting Started Steps

1. Ensure the Tableau has been provisioned access to pull data from Salesforce Data Cloud (previously known as Salesforce CDP). There is great documentation on how to do this on Salesforce Data Cloud Help site.
2. Download the Tableau Workbook using the Download button in the upper right portion of this page. The workbook will be downloaded with a set of demo data, and you will need to make a few updates for the workbook to use your data.
3. Open the downloaded workbook. It should be named Salesforce Data Cloud Identity Resolution.twbx
4. Once you have opened the workbook, click on the Data Source tab in the lower left corner of the Tableau dashboard.
5. At this point, you will be asked to authenticate into your Salesforce Data Cloud account. Please follow the instructions and log in to Salesforce Data Cloud for Tableau to establish a connection.
6. Next, you will need to update both Data Sources for this workbook: Unified Profiles and Source Profiles
7. To update the Unified Profiles, you need to first click Edit in the upper right portion of the page. The workbook has a filter that was set for performance reasons that need to be removed.
8. After you click Edit, a popup window will appear and there will be a filter that is set. The filter that comes as a preset needs to be deleted. Click on the filter and then remove.
9. Once you have removed the filter, please click Refresh in the upper right portion of the page.
   1. Note: Depending on the amount of data in your Salesforce Data Cloud account, this process could take 10+ minutes
10. Follow those same instructions (steps 7-9) for Source Profiles.
11. Once you have made the necessary updates and Tableau has imported the necessary data from your Salesforce Data Cloud account, go back to the Identity Resolution - Cockpit tab and the workbook will refresh and show your data.
    1. Note: The refresh of the workbook can take a few minutes depending on the amount of data in your Salesforce Data Cloud account

Explore the Dashboard

Cockpit

The Cockpit is your home page to the Salesforce Data Cloud Identity Resolution Dashboard. It gives you a few high level summaries and jumping off points to further explore your data.

• Digest a quick summary of the number of Source Individuals that were ingested and how many Unified Individuals were created during the Identity Resolution process (1)
• See a breakdown of how many Source Individuals were ingested per source (2)
• See how many Unified Individuals each source contributed to (3)
• See the percentage of how many Unified Individuals each source contributed to (in this instance you can see that the source S3_Mobile_Individual contributed to 5.0M out of the total 6.6M, which is equal to 76%) (4)
• Quickly level set on how your Unified Individuals were created by understanding on average how many Source Individuals are in each Unified Individual and from how many sources they came from (5)
• The chart used in UNIFIED INDIVIDUALS: How are Unified Individuals composed? may be a little confusing at first glance, but it can be extremely useful. Let’s breakdown how to interpret what it’s telling you.
  • The chart shows you the intersection of how many Unified Individuals are composed of Sources (top-axis) and Source Individuals (left-axis). In this example, you can see that there are 5.9M Unified Individuals that came from 1 source individual record and 1 source. This means in essence that these records were unable to match to any other records across your entire population of data in Salesforce Data Cloud. (6)
  • Another example shown in this chart is at the intersection of 2 Sources and 2 Source Individuals. This is telling you that there are 326.4K Unified Individuals that are composed to 2 records from separate sources. A practical example of this would be a record coming from Service Cloud matching to a record coming from Marketing Cloud. (7)
• The last chart shown in MATCH RULES: Do the matching rules result in the expected outcome? Shows you a few helpful scenarios of how many email addresses, phone numbers, and first names there are across Unified Individuals. These three attributes were specifically chosen as they are often times leading indicators of erroneous matching. Any click on this chart will show you a preview of records that meet the criteria of your click on the second tab of this dashboard.
  • A potentially problematic example in this chart is highlighted by the fact that 1 Unified Individual has 6-10 phone numbers. As you know, it is unlikely that any single person has more than 2-3 phone numbers. Clicking on this portion of the chart will allow you to see the exact Unified Individual and the contributing Source Individuals that compose the record. Often times issues like data quality, where a bad email such as email@email.com, can be the binding link for these records. (8)

Please refer to the image below of the Cockpit of the Identity Resolution Dashboard, as the descriptions above correspond to numbered references on the image.

Unified Individual Details

The Unified Individual Details tab is the place where you can further explore granular insights into your Identity Resolution results, understand how records were combined to form unified individuals, start to form an educated hypothesis on whether your Identity Ruleset is working for your business and start to form an educated hypothesis on whether data quality issues may be affecting your results.

• This tab of the dashboard dynamically adjusts to the click path you take to enter it. In this example, the tab was entered by clicking on Unified Individuals with 3-5 first names. (1)
• See a preview of 50 Unified Individuals that match the entry condition (1)
• Click on a record from the top chart and see a quick overview of the Unified Individuals profile including their Name, UIID, Birth Date, Gender, and source record details. (2)
• See all the Source Individuals that comprise the Unified Individual. This is a great way to see exact data to help you determine why records may be matching unexpectedly. (3)

Please refer to the image below of the Unified Individual Details of the Identity Resolution Dashboard as the descriptions above correspond to numbered references on the image.