Data CloudBeginneridentity-resolutionprofiles
What is identity resolution in Data Cloud?
Real World Scenario
The same customer appears as three records—web guest, email subscriber, CRM contact. You explain how Data Cloud connects them.
Expected Answer
• Identity resolution matches records that likely belong to the same individual or household
• Rules use keys like email, phone, loyalty ID, or custom identifiers
• Matched records roll up into a unified individual or account profile
• Probabilistic and deterministic matching can be configured based on trust in the key
• Good matching reduces duplicate outreach and improves personalization accuracy
Follow-Up Questions & Answers
Click to expand — each follow-up includes a direct, interview-ready answer
Profiles merge incorrectly—two different people become one. That causes wrong offers and compliance risk. Start strict with verified keys, then expand carefully.
Architect Perspective
Identity is the heart of Data Cloud interviews—explain keys, false positives, and governance in plain language.