Fragmented Customer Data Across Enterprise Systems
The organization is a global enterprise operating across the energy and manufacturing sectors. Its customer information was maintained across multiple enterprise systems, each containing company records and identifiers used by different business functions.
As the organization prepared for Salesforce migration, it needed a more reliable way to identify duplicate company accounts, understand corporate parent relationships, and establish consistent customer information across its data landscape.
1. Duplicate Company Records Across Multiple Systems
Company information was distributed across Oracle CRM, two instances of Oracle EBS, and Microsoft Dynamics. The same organization could appear in multiple systems with different names, addresses, or record details.
These duplicates made it difficult to maintain a consistent company identity and increased the effort required to reconcile customer information across applications.
2. Limited Visibility into Corporate Relationships
The organization lacked a unified view of corporate parent relationships. This limited its ability to roll up company information accurately and understand its overall exposure across related legal entities.
Without consistent company identities and enriched corporate information, sales and marketing teams faced additional challenges when analyzing accounts across organizational structures.
3. Manual Reporting and Reconciliation
Fragmented records required manual effort to reconcile information and prepare reports. This slowed reporting activities and added friction to sales processes and contract negotiations.
A more consistent company master was needed to reduce dependence on manual reconciliation and provide a reliable foundation for business reporting.
4. Data Quality Risks Ahead of Salesforce Migration
Migrating inconsistent or duplicate records into Salesforce could carry existing data quality problems into the new environment. The organization needed to consolidate and govern its company data before migration so that the target system could be populated from a more reliable foundation.
A Governed Company Master on Databricks
LakeFusion was deployed directly within Databricks to consolidate company records and establish a trusted Company Master.
The solution used LLM-based entity resolution to assign single master IDs to records representing the same company. Golden-record creation and survivorship logic helped determine how information from matched records would be consolidated.
D&B enrichment added corporate hierarchy visibility, helping the organization better understand relationships between companies and related legal entities.
The approach combined automated matching with manual merge decisions where needed, supporting a governed process for consolidating records rather than relying solely on automated decisions.
How LakeFusion Implemented the Solution
1. Profiled and Prepared Source Data
The implementation began with data profiling focused on unstandardized company names and address information. Understanding these variations helped establish the matching approach for records originating from the different source systems.
Databricks notebooks supported data quality and enrichment activities as part of the implementation.
2. Applied LLM-Based Entity Resolution
LakeFusion used LLM-based entity resolution to identify records representing the same company and assign a single master ID.
The matching strategy balanced automated and manual merges. This approach supported record consolidation while retaining a mechanism for handling cases that required human review.
3. Created Golden Records with Survivorship Logic
After records were matched, LakeFusion created consolidated golden records using conflict-resolution and survivorship rules.
These rules helped determine which attribute values should be retained when source records contained conflicting information. The resulting Company Master provided a governed representation of each resolved company entity.
4. Enriched Corporate Hierarchy Information
D&B enrichment was integrated to improve visibility into corporate hierarchies. This supported a more complete understanding of company relationships and helped enable corporate roll-up reporting across related entities.
5. Enabled Centralized Business Record Management
Business users could update records through a single LakeFusion interface. Duplicate accounts were consolidated into governed golden records, while firmographic enrichment helped maintain more consistent company information.
Business Value Delivered
More Accurate Corporate Roll-Up Reporting
The consolidated Company Master supported more accurate corporate roll-up reporting for sales and marketing. By improving company identity resolution and corporate hierarchy visibility, the organization could better understand information across related entities.
Unified Visibility Across Legal Entities
The combination of master data consolidation and D&B enrichment improved visibility into total exposure across legal entities. This provided a more consistent basis for understanding corporate relationships.
Reduced Manual Reconciliation
Consolidating duplicate company accounts into governed golden records reduced the need for manual reconciliation across source systems.
Salesforce Migration-Ready Data Foundation
The initiative established a more trusted customer data foundation for Salesforce migration, helping address duplicate records and data inconsistencies before the transition.
Consistent Firmographic Information
Centralized record management and enrichment helped provide more consistent firmographic information across company entities.
What Made the Initiative Successful
- Executive sponsorship: Strong executive support helped maintain alignment around the business objective.
- Business-driven scope: Focusing on the Company Master provided a clear, defined use case for the implementation.
- Iterative matching refinement: Refining matching logic through iterative cycles helped balance automated and manual merge decisions.
- Governance-first stewardship: A governance-focused approach supported controlled record consolidation and ongoing business-user involvement.
Strategic Impact and Future Expansion
The initiative established a trusted customer data foundation that could support Salesforce migration and more consistent corporate reporting. It also created a repeatable approach to manufacturing master data management.
With the Company Master established, the organization identified Location/Site and Contact as potential domains for future expansion. These domains could extend the trusted data foundation beyond company entities as business requirements evolve.
Conclusion
For a global energy and manufacturing enterprise, consolidating 22,000 company records was an important step toward improving customer data consistency and corporate relationship visibility. By combining LakeFusion MDM, LLM-based entity resolution, survivorship logic, and D&B enrichment on Databricks, the organization established a governed Company Master to support reporting and Salesforce migration readiness.
LakeFusion helps enterprises bring fragmented records together into trusted, governed master data that supports business operations and future data initiatives.
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