Case study · Global financial data company
One view of each person on the Contact page
A global financial data company had the same people spread across duplicate Contacts, Leads and its master data system. We designed and built a Data 360 Contact 360 that links them into one person on the Contact page, with Informatica MDM IDs driving identity resolution and Databricks data alongside.
- Financial data
- Six weeks, as a subcontractor to a Salesforce partner
The problem
Years of duplicate Contacts and Leads meant one person could show up as several records in Salesforce, so the sales team never had the full picture of who they were talking to.
Informatica MDM was the master for who a person is, but its IDs lived in a custom field that identity resolution could not match on, and some IDs were blank, placeholders or shared by many Contacts.
Meeting notes and attendee data the team wanted on the Contact page lived in Databricks, the enterprise data warehouse, and Data 360 was already shared with the marketing team, so any change to identity rules affected their profiles too.
What we delivered
- A lean data model: Data 360 ingests Account, Contact, Lead and the Contact Point objects, and the page reads opportunities, activities and other CRM records live from Salesforce
- A daily data transform that turns each Contact’s MDM ID into a Party Identification record, filtering blank IDs, placeholders and IDs shared by too many Contacts before they can cause false merges
- Match rules on the MDM ID, Lead to Contact conversion and normalized email, added to the shared ruleset with a plan for marketing sign off before the first run
- The Databricks connector with identity provider based authentication, bringing in the meeting notes and attendee tables, set up and tested in a UAT sandbox first
- A Contact page that shows every linked Contact and Lead with live Salesforce values, using the unified profile only to decide who belongs together
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