About the Data Quality and Enrichment Services

The B2C customers template includes data quality and enrichment services for these attributes:

• Address
• Phone number
• First name

For address and phone number, the data quality process examines values for the template's attributes, and adds any resulting validated, standardized values to each record in new enrichment-specific attributes. The original values mapped from your source datasets remain present and unchanged. See the topics linked above for processing details and added attributes.

For first name, the enrichment service examines first name values, and, for clustering purposes only, identifies common first name variations and nicknames. For example, common variations for Robert include Rob, Robbie, and Bob. The clustering model uses the original first name value and the enriched values when evaluating first name similarity. These first name variations are not included in the data product output.

Clustering Model

The B2C customers model groups records as follows:

First, by trusted_id. Records with the same trusted_id are always clustered together. Records with different trusted_ids are never clustered together.

Records with null/empty trusted_id are clustered based on similarity, meaning that they may be clustered with records that have a trusted _id.

Then, by similarity. Records with null or empty trusted_ids are clustered based on similarities between values for these attributes:

• Name attributes
• Address attributes
• Phone number
• Date of birth
• Gender
• National ID
• User email and email domain

Note: Generic descriptions, rather than specific attribute names, are listed to represent both the standard schema and the attributes added by the enrichers and other data transformations.