Salesforce Data Cloud helps organizations break data silos by connecting scattered customer data into a single, unified customer profile. The engine behind this magic is Identity Resolution — the process of intelligently matching customer records from different sources using an identity graph.
What Is Identity Resolution?
Identity Resolution is the process of identifying and linking records that refer to the same individual across different channels, devices, and systems — even when those records have different identifiers.
Example: A customer signs up with an email on a website, uses a phone number in a mobile app, and interacts via social media. Identity resolution helps tie all those touchpoints into a single identity.
What Is a Unified Profile?
A Unified Profile in Data Cloud is the 360-degree view of the customer. It combines attributes, behaviors, transactions, and identities into one central, AI-ready object that marketing, service, and analytics teams can use in real-time.
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Key Components of Identity Resolution
- Identity Graph: A structure that maps identifiers (email, phone, CRM ID, device ID) across sources
- Matching Rules: Define how records are linked (e.g., email match + last name match)
- Confidence Score: Salesforce ranks how likely a match is correct (low, medium, high)
- Resolution Rules: Determine how conflicts are resolved (e.g., keep latest address)
- Stitching: Merging records once confident matches are confirmed
Real-Life Example: Retail Use Case
Imagine this scenario:
- Website Data: John Doe, Email: john@gmail.com
- Mobile App: JDoe90, Phone: +123456789
- CRM System: Customer ID 6753, Email: john@gmail.com, Phone: +123456789
Salesforce Data Cloud uses Identity Graph to stitch these identities into one Unified Profile: John Doe.
Identity Resolution Flow in Salesforce Data Cloud
| Step | Description |
|---|---|
| 1. Ingest Data | Bring in data via Data Streams into DLOs (Data Lake Objects) |
| 2. Map to DMOs | Map DLOs to Standard or Custom Data Model Objects |
| 3. Define Matching Rules | Set rules in the Identity Resolution configuration |
| 4. Run Resolution | Salesforce resolves identities and updates the Unified Profile |
| 5. Activate | Use Unified Profile in real-time segments and activations |
Why Is Identity Resolution Important?
- Enables personalized experiences
- Supports cross-channel journey orchestration
- Reduces duplication and incorrect targeting
- Enhances data trust and compliance
- Powers AI-based recommendations with complete data
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Best Practices for Identity Resolution
- Use Contact Point (email, phone) + CRM ID for high match accuracy
- Avoid over-matching with too broad rules
- Use sandbox testing to validate merge logic
- Keep PII fields secure and anonymized when needed
- Monitor unified profile metrics regularly
Frequently Asked Questions (FAQ)
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