Understanding the Ultimate Parent Analysis

Understand how Delpha identifies and matches Ultimate Parents using AI-driven analysis and scoring logic. This page details each step, from confidence calculation to final Score Meter results.

Overview

The Ultimate Parent process in Delpha is composed of two main steps:

  1. Identification — Delpha determines the Ultimate Parent of a given account using insights from its trusted sources.

  2. Matching — Delpha searches within your Salesforce org to find the existing account that best matches this Ultimate Parent.

The result of this process is what you see in the Score Meter on the record page.

The technical output of the analysis

The information displayed in the Score Meter comes from the technical output of the Ultimate analysis stored in the field: D Ultimate Parent Comments (delpha__DDQ_QualityUltimateComments__c).

This field contains a JSON structure summarizing the complete analysis. It can be divided into three sections:

  • Comment and Score: A human-readable explanation of the recommendation and its confidence score.

  • Ultimate Client (ultimate_client): Details about the best-matching account found in your org.

  • Ultimate Lake (ultimate_lake): Details about the Ultimate Parent detected by Delpha AI-Agent from trusted sources.

Example:

{"comment":"Ultimate parent: Salesforce, Inc. (Id 651e86c72d884a768aa905668563eb02 | Confidence 1.00). Evidence: Slack shares the domain slack.com with Slack Technologies, LLC (5686638c2f274eecb2fcc493d33352a7). In July 2021, Salesforce, Inc. completed its acquisition of Slack Technologies, Inc. for approximately $27.7 billion. Slack now operates as a subsidiary of Salesforce. Salesforce, Inc. is a publicly traded company and the ultimate parent entity (source: https://www.salesforce.com/news/stories/salesforce-completes-acquisition-of-slack/). Best match is Salesforce (Id 001fo000009a6rSAAQ | Confidence 0.67)",
"score":0.67,
"ultimate_client":
    {"website":"https://salesforce.com/",
    "number_of_contacts":0,
    "size":2,
    "source":"client",
    "score":0.67,
    "name":"Salesforce",
    "id":"001fo000009a6rSAAQ"
    },
"ultimate_lake":
    {"website":"https://salesforce.com/",
    "number_of_contacts":0,
    "size":1,
    "source":"delpha",
    "score":1.0,
    "name":"Salesforce, Inc.",
    "id":"651e86c72d884a768aa905668563eb02"
    }
}

Step 1 — Identify the Ultimate (Reference)

Determine the real-world ultimate parent entity for each account, independent of what exists in your CRM.

The section ultimate_lake corresponds to the Ultimate Parent identified by Delpha from its trusted sources.

Example:

"ultimate_lake":
    {"website":"https://salesforce.com/",
    "number_of_contacts":0,
    "size":1,
    "source":"delpha",
    "score":1.0,
    "name":"Salesforce, Inc.",
    "id":"651e86c72d884a768aa905668563eb02"

This means Delpha recommends Salesforce, Inc. (website: https://salesforce.com/) as the Ultimate Parent, with a confidence score of 1.0 (100%).

Delpha’s Ultimate Parent model is designed to reflect how companies actually operate and present themselves in the market — not how they’re legally registered. By focusing on the brand and operating structure, Delpha captures real commercial relationships, group affiliations, and brand hierarchies that drive sales, marketing, and territory management.

This approach ensures more relevant and actionable insights, especially for franchise and multi-brand organizations, where legal ownership often differs from day-to-day operational reality.

Step 2 — Link to Parent in CRM (Match)

Find and link the best-matching record in your CRM that represents that reference parent (names may differ; we match on evidence).

The next step is to identify whether this Ultimate Parent already exists in your Salesforce org.

"ultimate_client":
    {"website":"https://salesforce.com/",
    "number_of_contacts":0,
    "size":2,
    "source":"client",
    "score":0.67,
    "name":"Salesforce",
    "id":"001fo000009a6rSAAQ"

In this example, Delpha finds that the closest match in your org is Salesforce (001fo000009a6rSAAQ) with a matching score of 0.67 (67%).

How Matching Works

Candidate Shortlist

Delpha first creates a shortlist of accounts that share the same domain as the recommended Ultimate Parent.

Support Fields

Two data quality fields are used to evaluate each candidate:

  • Account.DDQ_QualityAccountContactCount__c — Number of related contacts (Contact.AccountId).

  • Account.DDQ_QualityAccountHierarchyCount__c — Number of accounts in the hierarchy (Account.ParentId).

Scoring

Each candidate is evaluated using:

  • Hierarchy Score: Determines which account sits higher in the hierarchy.

  • Name Similarity Score: Measures similarity between normalized account names.

The Matching Score is calculated as:

Matching Score = Hierarchy Score × Name Similarity Score

Selection Criteria

  • The highest Matching Score wins.

  • If multiple candidates have the same score, Delpha selects the one with more contacts or a shorter name.

  • If no candidate qualifies, Delpha recommends creating a new Ultimate Parent.

Final Confidence Score

The final confidence displayed in Salesforce is the product of:

Final Score = Original Confidence × Matching Score

Recommendation

Since the Ultimate matching relies on the two support fields mentioned above. For better match, it is highly recommended to run a Data Quality Assessment before launching an Ultimate Parent analysis.

Example

Let’s look at a practical example.

Delpha Reference Ultimate

"ultimate_lake":
    {"website":"https://salesforce.com/",
    "number_of_contacts":0,
    "size":1,
    "source":"delpha",
    "score":1.0,
    "name":"Salesforce, Inc.",
    "id":"651e86c72d884a768aa905668563eb02"
    }

Delpha identifies Salesforce, Inc. as the Reference Ultimate Parent, with a confidence score of 1.0 (100%).

Customer Org Candidates

In the customer’s Salesforce org, two accounts share a matching domain (salesforce.com):

Account
Website
Contact Count
Hierarchy Count

Salesforce France

https://www.salesforce.com/

0

1

Salesforce

https://www.salesforce.com/

0

2

Matching Score Calculation

Item 1 — Salesforce France.

  • Hierarchy Score = 1 / (1 + 2) = 0.33

  • Name Similarity Score = 0.5

  • Matching Score = 0.33 × 0.5 = 0.165

Item 2 — Salesforce

  • Hierarchy Score = 2 / (1 + 2) = 0.67

  • Name Similarity Score = 1

  • Matching Score = 0.67 × 1 = 0.67

✅ Best match: Salesforce (Matching Score = 0.67)

Final Confidence Score

The final confidence is the product of: Reference Confidence × Matching Score = 1.0 × 0.67 = 0.67

This matches the final result stored in:

"ultimate_client":
    {"website":"https://salesforce.com/",
    "number_of_contacts":0,
    "size":2,
    "source":"client",
    "score":0.67,
    "name":"Salesforce",
    "id":"001fo000009a6rSAAQ"

Delpha therefore recommends Salesforce as the Ultimate Parent in the customer’s org, with a final confidence score of 0.67 (67%).

PreviousWhat are the Delpha Ultimate Parent FieldsNextDelpha trusted sources for Ultimate Parent

Last updated

Was this helpful?