Short answer
Identity resolution is the process of matching records from different systems that belong to the same person or household, and linking them into one unified profile. It is a core feature of customer data platforms such as Salesforce Data 360.
Identity Resolution explained
The same client may appear in a CRM, a custodian or core banking system, a marketing platform and a website log, each with slightly different details. Identity resolution uses match rules (exact or fuzzy matches on email, phone, name, address, account or device IDs) and reconciliation rules to decide which values win, producing a unified profile without overwriting the source systems.
Good identity resolution is what makes personalization, segmentation and AI agents trustworthy, because they all act on the unified profile.
How Vantage Point helps: we design match and reconciliation rules for Data 360 and Braze implementations and test them against real records.
Frequently asked questions
Is identity resolution the same as deduplication?
They are related. Deduplication merges duplicates inside one system; identity resolution links records across systems into a unified profile without necessarily merging the sources.
What data is best for matching?
Stable identifiers such as email, phone, account numbers and customer IDs, backed by fuzzy matching on names and addresses.