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Identity Resolution: Your North Star for Customer Contentment

By April 24, 2023November 24th, 2023No Comments

In this data-intensive period, businesses find themselves awash in a deluge of information from diverse sources, with every interaction, transaction, and online engagement contributing to this ever-expanding ocean of information. This presents both significant challenges when fragmented and inconsistent as well as incredible opportunities.

On one hand, it holds the promise of invaluable insights, allowing businesses to better understand their customers, improve operations, and make data-driven decisions. On the other hand, managing, analyzing, and making sense of this vast and often disparate data can be a complex and daunting task.

Businesses that can effectively harness the power of this data gain a competitive advantage. However, to achieve this, it’s imperative to address the issue of data fragmentation and inconsistency, and this is where identity resolution becomes indispensable.

What is Identity Resolution?

Identity resolution is a process used to link and reconcile disparate data points or records that refer to the same entity or individual. These data points could be scattered across different systems, channels, databases, or sources, and they may vary in quality and accuracy. The primary goal of identity resolution is to create a cohesive view of customer profiles, equipping businesses to comprehend their customers or prospects and empowering them to deliver remarkably tailored services to each individual entity.

Here’s a closer look at how to harness the power of identity resolution for business success:


1. Data Collection and Integration

The journey begins with collecting information from various sources such as databases, online transactions, customer interactions, social media, etc., and integrating it into a central repository or data warehouse.

2. Data Quality and Cleansing

Clean data serves as a solid foundation for accurate identity resolution. This can be achieved by removing duplicates, correcting errors, and standardizing data formats.

3. Unique Identifiers

Identifying entities like customers, products, or locations requires the use of algorithms (e.g., fuzzy matching, machine learning, or NLP) and the assignment of unique identifiers, such as customer IDs or product SKUs, to ensure each entity has a distinct reference point—a crucial step for tracking and connecting related data points.

4. Linking and Matching

Now, it’s time to use identity resolution algorithms to link and match records pertaining to the same entity. This involves comparing attributes like names, addresses, phone numbers, and behavior patterns to find matches. Sophisticated algorithms can handle variations and errors in the data, making it more accurate.

5. Data Enrichment

Enhancing data with additional information such as demographic data, social media profiles, etc. from third-party sources can help to build richer customer profiles. It’s important to note that identity resolution is an ongoing process and keeping data up to date by continuous monitoring and updating for changes in customer information is essential for maintaining accuracy.

6. Consolidated Profiles

Consolidating profiles for each entity by merging related records and attributes results in a single, unified view of each entity, which is invaluable for gaining a deeper understanding.

7. Business Applications

The real power of identity resolution becomes evident when applied to various business applications like personalized marketing, fraud detection and providing deep customer insights and seamless customer experience.

8. Measure and Optimize

To harness the power of identity resolution, it’s crucial to measure the impact on KPIs and continuously optimize processes or algorithms to improve accuracy and efficiency. Regular review and refinement of identity resolution strategy to adapt to changing business needs and data sources is paramount.


In conclusion, identity resolution is not just a data management technique but a strategic asset for businesses aiming to achieve success in a data-driven world. By regularly reviewing and refining one’s identity resolution strategy as per changing business needs empowers organizations to not just survive but thrive in an era predominated by data.