Unification Waterfall
The FirstHive CDP (Customer Data Platform) Unification Dashboard provides a comprehensive view of data ingestion, processing, and unification metrics across multiple customer touchpoints. This waterfall visualization demonstrates how raw data from various sources is processed and unified to create a single customer view.
Dashboard Components
Key Metrics Summary
- Total Unified Users:
- Total Source Identities
- Total Channel Level Unique Identities
- Total FHIDs generated
Waterfall Flow Architecture
First Hive Ingestion Layers (Top Row)
The dashboard shows data flow through various ingestion channels with their respective volumes:
| Channel | Icon |
|---|---|
| Enterprise Warehouse | Database |
| Website Interactions | Globe |
| Android | Mobile Device |
| iOS | Timer/Clock |
| Data Upload | Cloud Upload |
| SMS | SMS |
| Push Notifications | Bell |
| Audience Push | Users |
First Hive Channel Level Identity Layer (Bottom Row)
After processing through the unification engine, the data is consolidated:
| Channel | Reduction Ratio |
|---|---|
| Enterprise Warehouse | ~90.7% reduction |
| Website Interactions | ~93.9% reduction |
| Android | ~99.4% reduction |
| iOS | ~99.2% reduction |
| ~0.3% reduction | |
| ~55.6% reduction | |
| Data Upload | ~46.3% reduction |
| ~94.8% reduction | |
| SMS | ~63.9% reduction |
| ~62.5% reduction | |
| Push Notifications | ~96.2% reduction |
| Audience Push | ~61.2% reduction |
Data Ingestion & Unification Chart
The bar chart visualization shows the comparison between:
- Blue bars: Ingested Users (raw data volume)
- Purple bars: Unified Users (post-deduplication)
Key insights from the chart:
- Email has the highest ingestion volume but significant deduplication
- Enterprise Warehouse shows substantial data processing with good unification rates
- Mobile channels (Android/iOS) show high deduplication ratios
- Social media channels have varying unification patterns
Key Performance Indicators
Unification Efficiency Metrics
- Overall Unification Ratio
- Best Performing Channels
- Highest Deduplication Channels:
Data Quality Insights
- Total Data Reduction: From 1.5B identities to 185M channel-level unique identities (87.7% reduction)
- Final Unification: From 185M to 30.8M unified users (83.3% additional consolidation)
- Cross-channel Identity Resolution: Demonstrates effective matching across multiple touchpoints
Business Implications
Customer Journey Completeness
The dashboard indicates comprehensive customer data collection across:
- Digital Touchpoints: Website, mobile apps, social media
- Communication Channels: Email, SMS, WhatsApp, push notifications
- Enterprise Systems: Data warehouse integration
- Marketing Platforms: Audience push capabilities
Data Quality and Accuracy
- High deduplication rates suggest robust identity resolution algorithms
- Cross-channel unification enables single customer view creation
- Enterprise warehouse integration ensures data completeness
Platform Capabilities Demonstrated
- Multi-source Ingestion: Different data sources
- Real-time Processing: Handling 1.5B+ monthly unique source identities in single account
- Advanced Identity Resolution: 97.95% deduplication efficiency
- Scalable Architecture: Processing hundreds of millions of records per channel
Usage Guidelines
Dashboard Interpretation
- Monitor unification ratios to assess data quality
- Track channel-specific performance for optimization
- Use metrics for capacity planning and resource allocation
- Identify channels requiring improved identity matching
Performance Monitoring
- Red Flags: Sudden drops in unification ratios
- Optimization Targets: Channels with unusually high or low deduplication
- Capacity Planning: Monitor total ingestion volumes for scaling decisions
Recommended Actions
- Regular Review: Weekly assessment of unification metrics
- Channel Optimization: Focus on improving identity matching for high-volume, low-efficiency channels
- Data Quality Maintenance: Monitor for anomalies in source data patterns
- Business Alignment: Use metrics to demonstrate CDP value and ROI
Technical Specifications
Data Processing Flow
- Ingestion Layer: Multi-source data collection
- Identity Resolution Engine: Cross-reference and matching algorithms
- Unification Process: Consolidation into single customer profiles
- Output Layer: Unified customer database with 30.8M profiles
Performance Metrics
- Processing Capacity: 1.5B+ source records per month per account
- Unification Accuracy: 97.95+% deduplication rate
- Channel Coverage: Multiple integrated data sources
- Real-time Capability: Live dashboard updates
This dashboard serves as a critical tool for understanding data flow, quality, and unification effectiveness within the FirstHive CDP ecosystem.