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Daasity Customer Householding

Daasity's transformation code "households" customers to try and combine "duplicated" customers into a single record

Key Topics

 

Overview

There are many reasons that a single person can be represented differently across their orders over time. A new or slightly differing address (Ave. Vs Avenue), using a slightly different first and/or last name (Mike vs Michael or married vs maiden name), different email addresses (work email vs home email), or orders from different order sources (one order from Shopify and one from Amazon) can lead to multiple customer records created for a single individual.  This can have a dramatic impact on analysis if not properly taken into account:

  • A single customer's LTV curve will be split into multiple customers, making them both incorrect
  • Retention data and repurchase rates will look incorrect as only one of the records for a customer might be credited with a repurchase
  • Customer segmentation will be incorrect, and could even lead to an individual receiving multiple emails from a single email campaign

Daasity's transformation code uses some common fields other than just email to map duplicated customer records together into a single record. 

Logic

  1. Email address – if an email address matches with another, those records will be mapped together regardless of whether the names or addresses are different. 
  2. If the email addresses differ, the first and last name, city and zip code will be analyzed, giving each customer a “score” depending on how many fields are present (so a customer with first, last and zip code will have a higher “score” than someone with only a first and last name available but no zip code or city information). Records with the same number of fields available will use the most recent order as the tie-breaker.
  3. Each customer without an email address will then have their record updated based upon the score determined by the second step, resulting in a mapping table with a simple, yet effective, mapping of customer ids.
  4. The mapping table created is used in our Orders data to tie customers together, but is not currently used in other elements of our data.

FAQ

Does Daasity household all customer records?

Daasity runs the householding transformation code against every customer record we ingest from all data sources.  However, this does not mean that we successfully combine every customer record that should be combined.  Some data sources (notably Amazon) do not expose significant fields through their API, often making it impossible to match up customer records.

 

Can I see the non-householded customer records in my data?

Daasity does not currently expose the non-householded customers in any explore.  However if there are specific records that you would like to see, contact support@daasity.com or your merchant success manager.

 

Where do I see the householded customer records in my data?

Customer data can be seen in several explores, this document outlines how customer data is extracted, transformed, and presented to Daasity merchants in those explores.