Data EngineeringADA Asia → Revsure AI2022 – PresentProduction
Campaign Entity Resolution
Fuzzy matching + BERT embedding system to deduplicate and resolve campaign entities across CRM and marketing platform data sources.
The Problem
Campaign names across CRM and marketing platforms had inconsistent naming conventions, abbreviations, and typos — preventing accurate join between ad spend data and pipeline impact data.
What Was Built
Built entity resolution pipeline using Splink for probabilistic record linkage, enhanced with BERT sentence embeddings for semantic matching of campaign names. Resolves campaign variants across systems into canonical entities for accurate attribution and MMX modeling.
Business Impact
Enabled clean campaign-to-pipeline joins for attribution and marketing mix modeling by resolving entity mismatch across data sources.
Tech Stack
PythonSplinkBERT EmbeddingsBigQueryParquet
Domain Tags
Entity ResolutionFuzzy MatchingNLPData EngineeringCampaign Attribution
Details
- Role
- Primary Owner
- Status
- Production
- Tier
- Tier 1
- Period
- 2022 – Present
- Employment
- ADA Asia → Revsure AI