What is identity resolution?

Identity resolution is the process of connecting and unifying data from multiple sources to create a single, accurate profile of an individual or entity. It involves identifying, matching, and consolidating data pointsā€”such as names, emails, phone numbers, and behavioursā€”into a cohesive identity, even when the data is incomplete, inconsistent, or spread across different systems.Ā 

How it works:

  • Data collection: Gather data from sources like websites, CRM, and third-party databases.
  • Data matching: Compare identifiers (e.g., names, emails) using deterministic (exact) or probabilistic (pattern-based) methods.
  • Data linking: Connect matched data points to form a unified profile.
  • Deduplication: Remove duplicates for a single source of truth.
  • Enrichment: Validate and enhance profiles with additional data.