Customer 360
What is Customer 360?
Customer 360 is a comprehensive data management capability within LakeFusion that delivers a unified, real-time view of all customer-related information across an organization. Powered by Databricks Lakehouse technology, Customer 360 harmonizes data from disparate sources to ensure consistency, accuracy, and accessibility for teams in sales, marketing, support, and operations.
Sources Integrated
Customer 360 aggregates and harmonizes customer data from multiple systems, including:
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CRM systems such as Salesforce and HubSpot
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E-commerce platforms tracking purchase behavior
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Customer support systems logging inquiries and issue history
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Marketing platforms monitoring engagement across campaigns
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Subscription and billing systems
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Web and mobile app analytics
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Social media and third-party interaction data
Use Case
CRM: Name – John Doe, Email – john.doe@company.com
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E-commerce: Name – J Doe, Email – j.doe@gmail.com
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Support: Name – Johnny D, Email – johnny.d@help.com
Consolidated Entity Creation
Once ingested, LakeFusion consolidates these records into a single entity by identifying shared fields such as email address, phone number, or name variants.
For instance, John Doe, J Doe, and Johnny D are grouped under a unified entity, maintaining field-level traceability.
Match Records
LakeFusion uses advanced techniques to identify and group duplicate or related customer records:
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LLM Vector Search converts key attributes into vector representations for high-precision similarity scoring.
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Custom Matching Rules define field-level logic for entity resolution using attributes like name, email, and phone.
Survivorship Rules
To resolve conflicts between overlapping records, LakeFusion applies configurable rules:
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Priority-Based Rules assign trust levels to source systems, for example: CRM > E-commerce > Support
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Recency-Based Rules retain the most recent information when timestamps are available.
Merged Record
LakeFusion creates a Golden Record by merging the highest-quality attributes from all matched records.
Example output:
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Final Name: John Doe
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Final Email: john.doe@company.com
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Final Purchase History: Combined from all sources
Bronze, Silver, and Gold Data Tiers
Provider 360 aligns with the Medallion Architecture for structured data processing and consumption:
Tier | Description |
Bronze | Raw ingestion of provider data from all integrated sources |
Silver | Cleaned, standardized, deduplicated provider profiles |
Gold | Verified Golden Records for operational use, network analysis, and reporting |
This tiered architecture ensures data transparency, reusability, and performance across the provider lifecycle.
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