Unified Profile Audit (Onboarding)

Unified Profile Audit (Onboarding)

1. 01

   Inventory all data sources that touch the client's customer journey

   List every platform where buyer or customer data lives, including CRM, product analytics, marketing automation, and support tools. Note the fields each source tracks and whether records are keyed by email, user ID, or anonymous cookie.

2. 02

   Map the fields that overlap across sources

   Identify which attributes, such as company name, job title, or engagement score, appear in multiple systems. Flag inconsistencies in formatting, like 'Google' versus 'google.com', that will break deterministic matching.

3. 03

   Run a sample match to measure current identity resolution coverage

   Take a representative sample of records, say 1,000, and attempt to link them across sources using email or a unique ID. Calculate the percentage that resolve to a single profile and note where matches fail.

4. 04

   Assess the quality of anonymous behavioral data

   Check whether web visits, product usage, or community activity can be tied back to known contacts. If most behavior is anonymous, the agency will need probabilistic matching or enrichment to connect it.

5. 05

   Document privacy and consent constraints for each data source

   Review how each platform collects data and whether consent is recorded. Restrictions on cross-source data use will limit what the agency can stitch together without violating regulations.

6. 06

   Define the target profile schema for the unified view

   Agree with the client on which fields matter most for segmentation and personalization, such as firmographics, intent signals, or purchase history. This schema becomes the standard for all downstream campaigns.

7. 07

   Estimate the cost and effort to close resolution gaps

   Quantify how many records need enrichment or manual review to reach acceptable coverage. Compare that against the expected lift in campaign performance to decide if investment is justified.