Duplicate customer records in brain
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Lindqvarn Retail: documents · Duplicate customer records in brain
Lindqvarn Retail discovered duplicate customer records with inconsistent contact information, primarily in e-commerce data. Investigation revealed the root cause: recent changes to contact info capture format broke deduplication logic, requiring platform schema adjustment.
What happened
What this says
Current to 11 Oct 26Lindqvarn Retail discovered duplicate customer records with inconsistent contact information, primarily in e-commerce data. Investigation revealed the root cause: recent changes to contact info capture format broke deduplication logic, requiring platform schema adjustment.
Problem: Customers appeared multiple times with slight variations in contact information, blocking query reliability. Primarily affecting e-commerce data.
Handling: Bethan traced the issue to how the e-commerce source sends data. Recent changes to contact info capture format created records the deduplication logic could not handle. Issue requires platform schema adjustment escalated to Ewan Pryce.
Watch: This is a data quality problem that could undermine customer trust. Karin noted this must be addressed before sharing results with the broader business.
Details
Updated 9 Oct 26Trail
created · Karin Sjöberg 10 Oct 2025 12:51Hi, we're seeing duplicate customer records in the brain. The same customer appears multiple times with slight variations in their information. This is causing issues when we try to run queries. Can you help us clean this up?- public_reply · Bethan Lister 10 Oct 2025 15:34Hi Karin, thanks for reporting this. Duplicate records usually come from how the source systems are feeding data in. Can you tell me which customer data sources are showing duplicates? Are you seeing them across all customer segments or just some specific ones?
- public_reply · Karin Sjöberg 13 Oct 2025 10:47They're appearing in the e-commerce data primarily, though we suspect it's affecting other sources too. We're seeing the same customer ID with different contact information, which shouldn't happen. This is something we need to address before we share these results with the broader business.
- public_reply · Bethan Lister 13 Oct 2025 11:22I see. Let me investigate that with our platform team. I'll need to check your e-commerce connector configuration and how the records are being deduplicated. Give me a moment to look into this and I'll get back to you shortly.
- internal_note · Bethan Lister 13 Oct 2025 14:42Issue identified: their e-commerce source has multiple customer records per transaction with different data formats. Root cause is a recent change to how contact info is captured. Deduplication logic isn't handling the new format. Needs a schema adjustment. Escalating to Ewan for platform fix. Confirmed with customer.
- status_change · 17 Oct 2025 23:59