Customer Identity Resolution
AI-powered identity resolution matching customers across devices and channels achieving 95-98% accuracy vs 70-80% manual matching.
Business Outcome
Up to 70% time reduction in manual matching processes
Complexity:
MediumTime to Value:
3-6 monthsWhy This Matters
What It Is
AI-powered identity resolution matching customers across devices and channels achieving 95-98% accuracy vs 70-80% manual matching.
Current State vs Future State Comparison
Current State
(Traditional)- Customer data stored in separate systems (CRM, e-commerce, loyalty).
- Manual identity matching using email addresses or phone numbers.
- Matching rules are simple and error-prone.
4. Identity resolution accuracy: 70-80%.
Characteristics
- • Customer Data Platform (e.g., Segment, Treasure Data, Oracle Unity)
- • CRM Systems (e.g., Salesforce, HubSpot)
- • ERP Systems (e.g., SAP, Oracle ERP)
- • Email Marketing Tools (e.g., Mailchimp, Marketo)
- • POS Systems (e.g., Square, Shopify)
- • Data Warehouses/Lakes (e.g., Snowflake, BigQuery)
- • Identity Resolution Engines (e.g., LiveRamp, Neustar)
- • Consent Management Platforms (e.g., OneTrust, TrustArc)
Pain Points
- ⚠ Data Silos: Fragmented customer data across multiple systems complicates unification.
- ⚠ Data Quality Issues: Inconsistent formats and duplicates reduce matching accuracy.
- ⚠ Consent & Compliance: Managing consent and ensuring compliance with privacy regulations is complex.
- ⚠ Scalability: Manual processes do not scale with increasing data volumes.
- ⚠ Matching Accuracy: Probabilistic matching can lead to false positives, while deterministic matching may miss connections.
- ⚠ Legacy systems may not support real-time identity resolution, limiting personalization.
- ⚠ Cross-device linking remains a challenge, affecting the accuracy of customer profiles.
Future State
(Agentic)- Identity Resolution Agent analyzes multiple identity signals (email, phone, device ID, behavioral patterns).
- Agent uses ML algorithms to probabilistically match customer records.
- Agent continuously learns from confirmed matches to improve accuracy.
- Agent handles data quality issues (typos, formatting differences).
5. Identity resolution accuracy: 95-98%.
Characteristics
- • Email addresses
- • Phone numbers
- • Device fingerprints
- • Behavioral patterns
- • Purchase history
- • CRM
- • E-commerce platform
- • Loyalty System
Benefits
- ✓ 95-98% identity resolution accuracy (vs 70-80%)
- ✓ Automated matching reduces manual work
- ✓ Cross-device matching enabled
- ✓ Continuous learning improves accuracy
- ✓ Handles data quality issues automatically
Is This Right for You?
45% match
This score is based on general applicability (industry fit, implementation complexity, and ROI potential). Use the Preferences button above to set your industry, role, and company profile for personalized matching.
Why this score:
- • Applicable across multiple industries
- • Higher complexity - requires more resources and planning
- • Strong ROI potential based on impact score
- • Time to value: 3-6 months
- • (Score based on general applicability - set preferences for personalized matching)
You might benefit from Customer Identity Resolution if:
- You're experiencing: Data Silos: Fragmented customer data across multiple systems complicates unification.
- You're experiencing: Data Quality Issues: Inconsistent formats and duplicates reduce matching accuracy.
- You're experiencing: Consent & Compliance: Managing consent and ensuring compliance with privacy regulations is complex.
This may not be right for you if:
- High implementation complexity - ensure adequate technical resources
- Requires human oversight for critical decision points - not fully autonomous
Parent Capability
Customer Data Platform (CDP)
Unified customer data repository with AI-powered identity resolution, real-time profile management, and automated activation achieving significant improvement in customer data accuracy and marketing effectiveness.
What to Do Next
Add to Roadmap
Save this function for implementation planning
Related Functions
Metadata
- Function ID
- function-customer-identity-resolution