Corporate hierarchies

Kernel uses its proprietary algorithm on each account in the CRM to establish the family tree. Kernel also produces the full family tree for each account.

The following data points are used on an account-level

• Website

• Name

• Wikipedia profile

• Crawling the company’s website

• General web searches

• News

• PDFs on the company’s website, such as annual reports

The following data points are provided:

Data	Definition
Hierarchy - Type	See table 1
Hierarchy - Subtype	See table 2
Parent Account ID	Reference to the parent account record
Parent URL	The website of the parent
Hierarchy - Reasoning	Explanation for the classification

This section covers the immediate parent/child relationship in your CRM - see Actioningto understand how Kernel provides the whole family tree (missing parents and children)

Hierarchy types

Type	Definition	Examples
PARENT	Any entity that is not owned by another operating entity (excluding holding companies)	Berkshire Hathaway, Kraft-Heinz
CHILD	Any entity that is owned by another operating entity	Heinz, Jell-O, Oscar Mayer

Hierarchy subtypes

Type	Subtype	Definition	Examples
PARENT	OPERATING	Any parent entity that is not a holding company	Kraft-Heinz
PARENT	HOLDING	Any parent entity that is a holding company	Berkshire Hathaway
CHILD	STANDALONE	Any subsidiary that is not absorbed into its parent company	Jell-O, Oscar Mayer
CHILD	ABSORBED	Any subsidiary that is absorbed into its parent company	Heinz
CHILD	REGIONAL	Any subsidiary that is a regional subsidiary of its parent company	Jell-O UK

Top-level parent

Kernel generates the top-level parent of the family tree by recursively traversing it. For example, if Frito-Lay is owned by KraftHeinz, which in turn is owned by Berkshire Hathaway, we can establish that Frito-Lay's ultimate parent is Berkshire Hathaway.