Acquia CDP

Identity resolution engine

Organizations might leverage multiple systems to store and enhance customer data. In such cases, linking customers through various platforms is challenging.

With the Identity Resolution feature, CDP can identify all the profiles that are linked to the same user within and across systems. If a customer creates two different online profiles or is tied to different IDs in your systems, this feature helps you to get a 360 degree view and understand your customer.

After your customer data is unified into a system of record to feed all customer and prospect interactions, you can gain insights and deliver consistent and orchestrated experiences.

This feature:

  1. Standardizes and cleanses your customer data.

  2. Pairs records based on comparison rules on the cleansed data.

  3. Identifies the best values to promote to the master record.

Standardizing and cleansing data

CDP applies the following standardization on data:

Applying deduplication

To avoid data deduplication, this feature applies the following rules by default:

  • Exact match on email

  • Similarity-based match on the Name and Address fields


Identity resolution is case-insensitive for all columns in a table. It converts uppercase values to lowercase and checks for similarities. For example, identity resolution considers ‘First Name’ and ‘first name’ as the same entity. Similarly for emails, identity resolution considers and as the same entity.

Pushing changes to the master record

After the system identifies that C1 and C2 profiles belong to the same person, CDP must determine:

  • The postal address that can be considered as the master postal address

  • The email that can be considered as the master email

  • The custom attribute to promote

Based on attributes such as recency, validity, completeness, and opt-in status, CDP promotes standard customer attributes to the MasterCustomer table.

Customizing rules

With this feature, you can leverage customized rules to resolve identities. You can:

  • Add, delete, or edit rules

    For example:

    • Adding a similarity-based rule based on the combination of name and phone number

    • Adding an exact match rule based on LoyaltyID

  • Manipulate multiple customer concepts