Customer story · Golden

A shared customer record across four channels.

Grupo Piñero brought customer information from Oracle, Salesforce, the web and online travel agencies into a common model. Golden connects the work of resolving identity with the attributes that make a customer record useful across the organisation.

Hospitality · Customer 360

Customer source records
8M+
Integrated channels
4
Mateo Ramón Sastre

The customer's perspective

“Trazadera’s Golden saved us time and resources. Our data is cleaner than ever, leading to better customer experiences and targeted marketing.”
Mateo Ramón SastreChief Technology & Transformation Officer Grupo Piñero

The customer is shared.
The records were not.

A customer can appear in several systems for different reasons: a hotel interaction, an online enquiry or a sales opportunity. Each record carries part of the relationship. Bringing those records together requires more than a common format; the organisation needs to determine which ones refer to the same person and which information should become part of the shared record.

For Grupo Piñero, the customer model also had to accommodate consent and channel information. Resolving duplicates and managing these attributes belonged to the same project: establishing a customer reference that the contributing systems could use.

The integration

A customer master.
Connected to the business.

API sourcing brings records into Golden. Identity resolution and attribute management establish the customer master; Kafka distributes data to consuming systems.

Source channels

  • Oracle
  • Salesforce
  • Web
  • Online travel agencies
API

Trazadera Golden

Customer master

Identity resolution

Customer attributes

Consent & channel information

Kafka

Business use

  • Customer communication
  • Marketing campaigns
  • Sales opportunitiesGolf Villas
The project architecture: source records, a shared customer model and downstream use.

What was put in place

Identity, attributes
and distribution.

Resolve the records

Golden supports both automatic and manual duplicate merging. The project used these capabilities to consolidate customer records across the four channels into a shared identity.

Give the model business meaning

Corporate customer attributes bring consent and channel information into the master. They sit alongside the identity data, so the record supports the decisions that customer-facing systems need to make.

Put the master to use

The documented uses include marketing campaigns and the sales funnel for Golf Villas. Deduplicated customer data and information from multiple channels provide a common reference for those activities.

Start with the records
that need to agree.

Tell us which systems contribute customer data and where the conflicts appear.

Talk to Trazadera