Identify and Correct Data Quality Issues

Learning Objectives

After completing this unit, you’ll be able to:

  • Perform data assessments using the data validation dashboard.
  • Search and update global profiles.
  • Export global profile data.

Before global profiles are exported for use in production data sources, it’s important to assess and evaluate the data for accuracy. Customer 360 Data Manager includes a powerful data validation dashboard to review and inspect data, plus a data stewardship feature to quickly search and update global profiles.

The next two business objectives for NTO are to identify and correct data quality issues, and create a foundation for sharing data in the business. Pia knows that NTO can achieve both of these objectives by creating procedures for using Customer 360 Data Manager on a regular cadence. These procedures include:

  • Using dashboards for data insights.
  • Searching and updating global profile data.
  • Exporting global profile data for data sources.

The setup process with the fourth step highlighted: refine data.

Let’s follow along with the steps as Pia accomplishes these goals.

Use Dashboards for Data Insights

There’s a lot you can do with the Customer 360 Data Manager data validation dashboards.



Data Processing Summary

Visualize the data you import from each data source and see the effects of your match rules on the rate of record consolidation. 

Match Analysis

Identify issues with data quality, compliance, fraud, and more. Learn how different attributes impact record matching to global profiles. 

Snapshot Comparison

Review comparison data to learn which scenario delivers the most valuable match results.

Source Data Profiling

Investigate potentially bogus phone numbers and email addresses from data sources. Review source record details for specific customers.

Pia is excited to leverage this resource for NTO and is ready to get started. Before she does this, she runs the data job to Push Global Profile Data to Analytics, which is similar to the previous one for exporting profile data to a data source. Since this is the first time for this data push, she selects to push to Snapshot A. She doesn’t use a filter to limit the data by a time period because she wants to see everything in this initial review.

Clicking the Global Profile Hub to Analytics button to initiate the data job.

After the export job is complete, Pia is ready to build the dashboard, process the data, and complete a match analysis. She navigates to Dashboards under Operations. To fetch the latest version of data, she clicks Build Dashboards. This process takes some time, so Pia refills her coffee and checks messages. When the build completes, Pia is ready to dig into NTO’s data. 

Trailhead Simulator

You can try this out with Pia using the Trailhead Simulator.

  1. Launch the Trailhead Simulator. Click Begin.
  2. In Customer 360 Data Manager, click Dashboards under Operations.
  3. Click Data Processing Summary.
  4. Under Source System, choose the first data source that begins with CM3_Intl_11.4k to narrow the dashboard results. Click Update.
  5. Under Object, choose the B2C CC Customer object to narrow the dashboard results. Click Update.
  6. To view the next dashboard, click Dashboards then click Match Analysis.
  7. Under Object, choose B2C CC Orders and B2C CC Customers and watch the results change.
  8. Under Global Party ID, choose the first ID. Notice that the results narrow to one match.
  9. To view the next dashboard, click Dashboards then click Snapshot Comparison.
  10. Under Data Source, choose the first 15KDemo_CMC_V3 and 15KDemo_CMO_V4 and click Update. Notice how the results between the two snapshots are different depending upon the match rules.
  11. Click the scrollbar to view the dashboard results for comparing two match rule scenarios. Notice that adjusting match rules can change data such as the total number of global profiles and the consolidation rate.
  12. To view the next dashboard, click Dashboards then click Source Data Profiling.
  13. Choose the first Source System, then click Update.
  14. Select Phone Number to narrow the source data.
  15. Hover your mouse over the top phone number. Now you can review the data for potential problems. Click the phone number and click Continue to exit the simulation.

At this point, Pia and her team’s data steward can dig into their data. They determine if the results meet their expectations and use the match analysis results to:

  • Look for trouble spots or identify positive patterns by looking at the attributes that the match rules include.
  • Apply filters to global party IDs and observe how combinations of contact points, party identifiers, and names come together.
  • Identify, for example, the same email address that’s associated with multiple global party IDs. They select associated contact points or party identifiers and remove filtering for Global Party ID.

With each change, the team comes back to the dashboard and continually reviews the results for accuracy. They use the Snapshot Comparison testing to take a second snapshot of their data and compare the results. This testing helps them get a deeper understanding of how match rule scenarios affect consolidation rates among data sources. They check data quality and use the profile source data tool to identify data they can discard.

Most importantly, Pia and her team set a process to review this dashboard and run these checks on a regular basis to ensure that NTO is using the cleanest possible data.

Search and Use Global Profiles

Pia and the data steward on her team can now search, review, and update global profiles to maintain the data, while ensuring compliance with data protection and privacy requirements. This is a big step for NTO. Previously, the effort to maintain and update the data required days or weeks of work coordinating manual file inspection and updates in multiple systems. Now the management of their customer records is centralized in Customer 360 Data Manager.

Trailhead Simulator

Try it out for yourself. Follow these steps to search for a global profile and edit it.

  1. Launch the Trailhead Simulator. Click Begin.
  2. In Customer 360 Data Manager, click Data Stewardship under Operations.
  3. Click Search by... and select Global Party ID.
  4. Click in the search box and enter cre-id-123. Press Enter or Return on your keyboard.
  5. Click Search.
  6. To view profile details, click the person’s name.
  7. Select a field that you want to edit, for this example select Name, and then click edit to edit.
  8. Enter Mr. for Salutation and press Enter or Return on your keyboard.
  9. Click Next.
  10. Enter a reason for your update. In this example, enter add salutation and press Enter or Return on your keyboard.
  11. Click Save.


You can find global party ID data from the files you export from Customer 360 Data Manager. We cover those steps next.

In addition to updating the global profile, you can view or remove data from a specific data source, and view a history of changes. 

You can also use the data stewardship feature to respond to legal hold requests and respect customer wishes to not process their data. When you restrict processing in specific global profiles, those profiles no longer accept updates to any of their fields, until you disable the restriction. Learn more about those features on Restrict Processing for Certain Global Profiles in Salesforce Help.



Changes made in Customer 360 Data Manager only affect custom queries that use Customer 360 Data Manager, not source data. We recommend implementing a process to update your source systems using the GPID.

Export Global Party ID to Data Sources

The final step for Pia to complete is to get the global party ID into the data source systems. Pia does this by running an export data job. Why import that data back into data sources? NTO is using the global party ID to share data across connected data sources. For example, in the next unit you see how they use it to view B2C Commerce data—that isn’t stored in the global profile—directly in Service Cloud. 

The setup process with the fifth step highlighted: export ID.

Trailhead Simulator

Use the Trailhead Simulator to practice exporting global profile data from Customer 360 Data Manager along with Pia.

  1. Launch the Trailhead Simulator. Click Begin.
  2. In Customer 360 Data Manager under Setup, click Data Jobs.
  3. Click New Job.
  4. Click Global Profile Hub to File Staging.
  5. Click Next.
  6. With all data sources selected, click Next.
  7. With all objects selected, click Next.
  8. Select the type of file to export. In this example, select Full Global Profile and Data Lineage JSON file.
  9. Click Next.
  10. Click Next without adding any filters.
  11. Use the auto-generated name for the job. This name is used to show the job status. Click Next.
  12. Click Start Job.
  13. When the file is ready, the job status changes to Complete. Click File Staging.
  14. Click Export Files.
  15. Click on the arrow in the row with the first file and click Download.


Check out Export Global Profile Data on Salesforce Help to review how these steps can differ depending on the data source, object, and file type.

Pia shares the export files with the admin for each system so that they can import the global profile data. Done!

Pia walking away from her desk with a smile. Clock on the wall shows 5 PM.

Next, learn the steps that Pia takes to work with system admins and create integrated experiences.


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