Identity Resolution is a technique used to link data fragments that represent a real-world entity (usually a person or business) to create a more complete and accurate record of that entity. Identity resolution uses “identifiers” – factors specific to a person, business, or location forming part of a data fragment – to link together these fragments. This is done for unknown users using identifiers such as 1st- or 3rd-party cookies or IP addresses, and for known users using identifiers like customer ID, name, or phone number.
For example, identifiers can be collected and linked from offline purchases or customer interactions with desktop and handheld devices. These can include interactions with email subscriptions and apps. Identity Resolution is beneficial because it supports personalization and targeting efforts to improve customer experience and engagement. Identity Resolution is deeply related to Data Quality because the quality and accuracy of matches and merges directly affects the quality and relevance of customer experiences.