Meet the KERN ID

Kernel's entity database is anchored on a unique, persistent ID that covers every entity of every kind.

The Kernel Entity Reference Number (KERN) is a unique, persistent 10-digit numerical ID that is assigned to each entity in the world.

Traditional vendors match against static databases using the records website or name, which fails when the record's existing data is sparse, inconsistent, or incorrect. For website lookups, it conflates separate entities that are hosted on the same website

The KERN ID uses five independent dimensions to ensure granularity and a reasoning-based matching process, which doesn't take the input data in the CRM for granted, but first seeks to establish consistency - the same way that a human would if they looked at the record.

Reasoning-based matching

A customer record may have a mix of information in its core field, describing it as both PepsiCo and Frito-Lay (Frito-Lay is a subsidiary of PepsiCo). This means that a simple name/website lookup does not guarantee that we match it to the KERN ID that the customer intended.

If one were enrich it based on the website being fritolay.com, this would end up confusing the end-user who sees the record name - Pepsi.

To accomplish this, Kernel's matching process looks at all available data in the record - from the name and website, to the address, alternative domains, existing parent relationship, related contact domains, associated opportunity names, and more.

Components of the KERN ID

To assign a KERN ID to a record in our customer’s CRM, Kernel reviews internal and external data related to the account and then assigns the following:

• Legal name (e.g., MOMENTUM AI LTD)

• Country of incorporation (UK)

• Trading name (Kernel)

• Identity type (Legal)

• Trading country (UK)

The country of incorporation is important because legal names are not globally unique, but they are locally unique.

The identity type differentiates between legal entities and non-legal entities. A non-legal entity is an entity that operates within a proper legal entity, such as a business unit or brand (Jell-O) or an establishment (Lloyds Bank - London Bridge branch).

The trading country is used to differentiate between brands/divisions/teams in different countries.

The core fields are hashed together to produce a unique key, which is then translated into a unique 10-digit numerical ID, which is the KERN ID.

Based on the established entity, Kernel also provides a canonical website where appropriate.