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Data Solutions · Identity

One trusted profile per customer, not five records that disagree.

Resolve identity across your systems into one activatable Customer 360: deterministic and probabilistic matching, a configured CDP, and a golden record, anchored for HCP and HCO data to the NPI, so the business stops arguing about which record is right.

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The same customer exists in five systems five different ways. How do we get one profile the whole org can act on?

When identity is fragmented across CRM, clinical, field, and marketing systems, every team works from a different version of the customer and no number reconciles. This project builds the identity graph and golden record that resolve those duplicates into one trusted profile, governed by risk so it is safe to act on, even for regulated HCP and HCO data.

What's included

Identity resolution

An identity graph that resolves records deterministically (email, phone, NPI) and probabilistically, with explicit confidence thresholds.

CDP configuration

A configured customer data platform that dedupes, standardizes, sets match rules, and assigns a persistent ID across systems.

Customer 360

A golden record uniting demographic, behavioral, transactional, and engagement data into one view the commercial org can act on.

Governed for life sciences

A governance split by risk, deterministic for direct and PII action, probabilistic for analytics, with HCP and HCO resolution anchored to the NPI and HIPAA-aware controls.

How it works

  1. 1

    Build the identity graph

    We design the match logic, deterministic and probabilistic, and set the confidence thresholds that govern action.

  2. 2

    Configure the CDP

    We stand up the CDP, dedupe and standardize, and assign the persistent ID that ties systems together.

  3. 3

    Assemble the golden record

    We unite the source data into the Customer 360 and govern it for safe, compliant activation.

What you walk away with

  • An identity graph resolving records deterministically and probabilistically
  • A configured CDP with a persistent ID across systems
  • A Customer 360 golden record uniting all customer data
  • NPI-anchored HCP and HCO resolution, governed for HIPAA activation

Frequently asked

Do we need a warehouse first?
It is ideal but not strictly required. A governed platform (Data Foundation & Governance) makes resolution cleaner, but the Single Customer View can be sold standalone when identity fragmentation is the burning pain.
How is this different from our CRM's dedupe?
CRM dedupe cleans one system. A Single Customer View resolves identity across all of them into one golden record with a persistent ID, then governs it by risk so it is safe to activate, including for regulated HCP data.

Give the org one customer to act on

Book a consultation to resolve fragmented identity into one trusted, activatable Customer 360.

Book an initial consultation Start with a Data Audit

Where this leads next

Data Activation & Sync

Push the golden record back into the operational tools that use it, via reverse-ETL.

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AI-Ready Data

Feed the resolved customer view to the acting edge, so agents reason over one trusted profile.

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Browse the full Data Solutions program

A Single Customer View sits on top of the platform. See how it connects to foundation, analytics, activation, and AI-ready data.

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