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Human37 open-sources solutions on identity resolution and synthetic data

December 4th 2023 — Human37 is proud to share two new projects that have been published on Github, open-sourced and shared with the analytics community. Both projects have officially been released during Measurecamp Brussels last Saturday on December 2nd 2023.

The projects:

(1) Advanced Identity Resolution for Bigquery using DBT.

Building a customer 360 view while embedding behavioural data coming from Google Analytics 4 (GA4) can be challenging. That’s why we released a DBT package that can handle this for you. Connecting GA4 data together with additional data sources in order to build a customer 360 overview can now easily be achieved with only minimal configuration. The current module is built for Bigquery.

(2) Fakestream - Generating synthetic data for your event pipeline.

Training, demoing or testing with actual customer data is something that is not considered a best practice. A better way of is using synthetic data. Synthetic data refers to artificially generated data that mimics the statistical properties and patterns of real-world data, without containing any personally identifiable information (PII) or sensitive details. Synthetic data, in the context of analytics, is an artificially created dataset that closely resembles real-world data while maintaining privacy. It is generated using algorithms, models, and statistical methods to replicate the attributes, distributions, and relationships found in actual data. This package, called Fakestream, leverages the Faker.js framework and integrated it into an event pipeline (Segment). It comes with out of the box events but can be configured depending on your needs.

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