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:
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
Note
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 Myaccount@gmail.com and myaccount@gmail.com 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