Data Cloud Identity Resolution: Building a Single Customer View
A practical guide to unifying customer data from CRM, mobile apps, websites, and core banking systems into one trusted profile.
The Challenge
Modern enterprises collect customer data across dozens of touchpoints. Without identity resolution, you cannot personalize experiences, measure attribution, or comply with privacy regulations.
Identity Resolution Framework
Step 1: Data Streams
Ingest data from CRM, web analytics, mobile SDK, and external warehouses via Data Streams or Zero Copy.
Step 2: Data Model
Map source fields to the Individual and Unified Individual objects. Define primary keys and match keys.
Step 3: Match Rules
Configure deterministic rules (email, phone, loyalty ID) and probabilistic rules (fuzzy name matching) with reconciliation priorities.
Step 4: Unified Profile
The Unified Individual becomes your golden record — one profile with linked source records and calculated insights.
Governance Considerations
Real-World Pattern: Banking
A bank receives data from CRM (relationship manager notes), mobile app (transactions), website (product browsing), and core banking (account balances). Identity resolution links all four to one Individual, enabling personalized offers while respecting consent preferences.