Customer 360 Enterprise Data Platform — Denodo on Azure  ·  View 07 of 39  ·  People and journeys

Journey — Resolving a Duplicate Customer

The one journey where the failure is a wrong answer rather than a slow one.

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Data Steward Customer Data Team, 6 people Goal — Merge two records for the same person without anyone losing history Trigger — A duplicate-suspect pair scores above the review threshold overnight Done when — One enterprise id, both source ids retained, every consumer consistent within the hour 1 · Notice queue 2 · Investigate 3 · Decide ◆ moment of truth 4 · Merge ◆ moment of truth 5 · Verify What they do Opens the queue Compares both records Confirms same person Approves the merge Rechecks the 360 Touchpoint Quality dashboard Side-by-side compare Steward console Crosswalk API Customer 360 panel How it feels Confident Cautious Alarmed Behind the glass Zingg candidate pairs Source attribute trace Survivorship rules Crosswalk write Cache invalidation Where it hurts Old id still cached Split history for a day What would fix it Crosswalk never cached Merge event invalidates Journey — A Data Steward Resolves a Duplicate Customer A merge is correct the instant it is approved and wrong for every consumer until the cache agrees. That gap is what makes the crosswalk the one join Denodo is forbidden to cache. v 1.0 · owner Data & AI Global Practice · date 2026-09

The trough, and what it demands

  • A merge is correct the moment the steward approves it, and wrong for every consumer until the cache agrees. An agent looking at split history an hour later has no way to know which record is current.
  • That is why the crosswalk is on the never-cache list, and why a merge publishes an event that invalidates the caches that joined to it. View 27 follows the propagation; view 18 shows the never-cache boundary.

Decisions

  • Both source identifiers survive the merge. Nothing is deleted, so a wrong merge is reversible and every figure remains traceable to the system that produced it.
  • Enterprise ids are never reused. A tombstoned id stays tombstoned, which is what makes downstream reconciliation possible.

Numbers

  • Auto-merge above 0.95, steward review between 0.80 and 0.95, keep separate below. Roughly 40 pairs a day reach the review queue.
  • Target: every consumer consistent within one hour of approval; the reconciliation job bounds the worst case, the 24-hour cache TTL bounds it absolutely.
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Solution Architecture v1.0 · Data & AI Global Practice · 2026-09 · 39 views · Denodo Platform, Microsoft Azure and open source07-journey-data-steward