How to build: Single Source of Truth for Customer Data

Create an always up-to-date source of customer data to sync across all your tools with Hull's customer data platform.

First, connect to all your sources of customer data

Data about your leads, customers & accounts is spread across many data sources. Before combining data, you need to capture all the customer data from your tools, tracking & databases.

Hull can connect to all your tools, tracking & databases with a variety of integration methods to create a unified customer profile.

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Next, apply identity resolution

To associate data with a person (or company), you need an identifier such as Email or Domain.

In B2B, you also need to associate people and companies, including anonymous website visitors.

Hull has automated & secure identity resolution for people (Users) and companies (Accounts). Learn more in our documentation.

Hull uses identity resolution to combine data into unified customer & unified account profiles.

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Cleanse & standardize your data to ensure reliability

Not all your customer data is immediately ready-to-use in all your tools. You need cleanse data before syncing (potentially useless) data out.

Cleanse identifiers by validating emails & domain names, and cleanse attributes to format (or remove) empty values, standardize data types (like person names), and format data for use in other tools (like Salesforce).

Hull can transform & cleanse data in any way using Processor - the real-time editing environment for your customer data.

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Best practice: Apply fallback strategies to prioritize data sources

With many data sources coming in, you’ll often find you have competing sources for the same data. For instance, Company Name could come from:

  • Form submission
  • Data enrichment
  • CRM (via sales rep)
  • Payment subscription

It doesn’t make sense to map all of these across all your tools. Instead, you need to method to prioritize the data source for each type of data for each person & company, then sync your unified data (the most complete & up-to-date version) to your end tools.

Hull can apply fallback strategies in any way using Processor - the real-time editing environment for your customer data.

Explore Hull Processor

Map, filter & sync your unified data across all your tools & databases

With your data unified & cleansed, you can map fields to your end tools, filter which people & companies should sync, and setup continuous synchronization with all your end tools.

Hull enables you to map any fields to your tools (best practice: sync data from your fallback strategies), filter User & Accounts with Segments, and setup two-way real-time sync with all your tools.

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Getting started with unifying your customer data

Customer data integration can be complex with many moving parts — tools, teams & data. Follow our Guide to Getting Started with Customer Data Integration.

Best practice: Don’t implement everything at once. Implement your data flows “brick-by-brick”.

Start your data unification project successfully:

First, define a simple, unified customer data model to replicate across all your tools. Follow our guide to defining your ideal customer profile & customer data model.

Next, connect just your key tools & databases and build a first version of your fallback strategies. This will become your source of unified data.

With Hull, it’s easy to add additional tools, data sources & computation, and iterate on your unified customer data model.

Ready to get started with your lead qualification project? Talk to an expert at Hull and book a demo.

Gautier Husson

I can’t remember what my job was like before Hull. When things work in Hull, I can go back home.
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