Walt,
Thank you for the follow up.
The way I understand it, you are able to do this because you have the benefit on the customer side of having a unique identifier (email address) which is being supplied by the very entity that you are mastering so you can trust what you are getting is accurate. You are also enforcing that uniqueness at the source system level to prevent duplicates from ever entering your system and thus you never have to deal with them which is great.
It makes sense to me what you are doing and why. I think its an excellent approach for your business needs. Thanks for bringing this up.
Regards,
Brian
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Brian Beil
Senior Manager, Provider MDM Operations
Evernorth
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Original Message:
Sent: 05-04-2021 15:59
From: Walt Feldman
Subject: Tips or Tricks you have learned along the way when using Reltio's Product?
Hi Brian,
The beauty of surrogates is there are no losers, only winners. All of our 1st party consumer data capture systems capture the email address. The source systems pass email addresses to Reltio via API calls, and Reltio hands back the Customer ID. There are zero duplicate customer accounts as a result, and we easily achieve the 360 view. Every one of our analytics systems references on the Customer ID, and does not even store the email address or any PII at all. Surrogates have made this end to end process 100% reliable and highly performant. Happy to chat on a call about it if you like.
Regards,
Walt
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Walt Feldman
Digital Data Lead
Subway
Original Message:
Sent: 05-04-2021 14:28
From: Brian Beil
Subject: Tips or Tricks you have learned along the way when using Reltio's Product?
Walt,
Thanks for calling this out. I wanted to follow up on what you said about how you use surrogate keys.
If you don't have winners and losers do you just allow the duplicate customer accounts with the same email address to remain in the source systems?
If so, in terms of data analysis, how do you link duplicate customer accounts to then achieve the 360 customer view? Perhaps there is a source ID coming from those source systems that you map to an identifiers object to create the cross-reference across sources that can be consumed by your analytics systems?
Regards,
Brian
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Brian Beil
Senior Manager, Provider MDM Operations
Evernorth
Original Message:
Sent: 05-04-2021 08:30
From: Walt Feldman
Subject: Tips or Tricks you have learned along the way when using Reltio's Product?
Hi Chris,
Without hesitation – surrogate crosswalks. I really wish this was understood properly when we deployed Reltio. Our data is ideally suited for surrogate crosswalks, as we use email address as the unique identifier throughout the user facing portions of our data capture / data updating. With surrogate crosswalks, the Entity ID becomes "durable", which is a must for the way we manage the data anonymously in our backends. Removing winners and losers from the way we manage our data has made the entire system 100% more manageable from end to end.
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Walt Feldman
Digital Data Lead
Subway
Original Message:
Sent: 05-02-2021 21:35
From: Chris Detzel
Subject: Tips or Tricks you have learned along the way when using Reltio's Product?
Hi all,
Looks like there is some buzz already going on within the Community! Love all the conversations you are having. Let's keep the conversations going with the below question:
Since most of you have used Reltio's MDM product, what is one tip/trick that you have learned in the Reltio products that you wish you knew when you started out?
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Chris Detzel
Community Program Manager
Reltio
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