RevSure's Entity Resolution Framework

For B2B marketing and sales teams, clean and accurate data is crucial. Duplicate records, mismatched information, and conflicting data sources can lead to incorrect attributions, inefficient campaigns, and ultimately, lost revenue. RevSure's Entity Resolution Framework addresses these challenges by providing a robust solution to deduplicate and harmonize records across multiple systems, ensuring that your data is accurate, consistent, and reliable.

Objective

The primary goal of RevSure’s Entity Resolution Framework is to resolve duplicate records that arise when data from multiple systems is synchronized into a master system. Duplicates may come from various campaign management systems, ad platforms, CRM, and marketing automation systems across regions, brands, or data enrichment sources. This duplication can lead to inaccurate attribution, multi-counting, and other inconsistencies. By leveraging an advanced matching and merging algorithm, this framework ensures records are deduplicated and accurately linked.

Key Features of the Entity Resolution Framework

• Multiple Configurations: Users can create different configurations for various entities, such as leads, accounts, and campaigns. This flexibility allows for customized deduplication and linking strategies based on specific business needs.
• Entity and Dimension Selection: Users can select the entity they wish to resolve (e.g., lead, account, campaign) and focus on specific dimensions for deduplication or linking. This ensures that the resolution process is targeted and relevant to the data being analyzed.
• Source System Resolution: The framework allows users to choose source systems for resolution. Records can be deduplicated from a single source or linked and merged from multiple sources, with the ability to designate primary and secondary sources.
• Fuzzy vs. Exact Matching: Depending on data complexity, users can choose between fuzzy matching, which allows for variations (e.g., misspellings or format differences), or exact matching for stricter resolution.
• Filters and Probability Thresholds: Advanced filters refine the resolution process, while probability thresholds determine which records are flagged as duplicates. This offers greater control over deduplication.
• Cluster Formation and Manual Overrides: The framework identifies clusters of potential duplicates and allows users to manually review and adjust records. Users can choose which records to replace, keep, or exclude from the resolution process, ensuring that no data is lost without thorough review.
• Automated Sync and Reversion: The system runs on an automated sync schedule, regularly checking for duplicates and resolving them based on user-defined configurations. If needed, users can revert changes, providing a safety net for data management.

How the Entity Resolution Framework Works

1. Data Input: Users select the entities and dimensions they want to resolve, choose source systems, and set parameters such as filters and match types for deduplication or linking.
2. Algorithm Execution: The probabilistic matching algorithm identifies potential duplicates and forms clusters based on the selected criteria. The algorithm can use both fuzzy and exact matches based on user preferences.
3. Review and Adjustment: Users review the clustered results, and the system allows manual adjustments. Users decide which records to keep or replace.
4. Final Resolution: Once reviewed, the framework finalizes the resolution process, updating RevSure with clean, deduplicated data. The system continues to monitor and sync data regularly to maintain ongoing accuracy.
5. Reporting and Feedback: The framework provides detailed reports on the deduplication process, including resolved records and manually adjusted clusters. This transparency helps teams track data quality improvements over time.

The Benefits of RevSure’s Entity Resolution Framework

• Improved Data Accuracy: By eliminating duplicates and correctly linking records, the framework ensures your CRM and other systems are populated with accurate, reliable data.
• Enhanced Attribution Accuracy: With clean data, attribution models can more accurately track marketing efforts across channels and touchpoints, leading to better insights and decision-making.
• Increased Efficiency: Automating the deduplication process saves time and reduces human error, allowing teams to focus on strategic tasks instead of manual data cleaning.
• Flexibility and Control: The framework offers a high degree of customization, letting users tailor the resolution process to their specific needs while maintaining control over the final outcome.
• Seamless Integration: The Entity Resolution Framework integrates smoothly with existing systems, ensuring data consistency across all platforms without disrupting ongoing operations.

Conclusion

RevSure’s Entity Resolution Framework is a powerful tool for distributed B2B organizations looking to enhance their data accuracy and marketing effectiveness. By resolving duplicates, linking records, and providing ongoing data management, this framework ensures your data is always clean, consistent, and ready for action. With RevSure, you can trust that your data is working as hard as you are.