Data

Identity resolution

Matching emails, phone numbers, device IDs, cookies and loyalty IDs to the same real person, so one customer is not counted as five.

How it's used

Without identity resolution, a subscriber who uses a laptop, a phone and a smart TV looks like three people, and gets three welcome offers. With it, she is one profile with one journey.

How I help

I define match rules (exact matches first, likely matches with care), test them against real data, and measure how many profiles merge before anything goes live.

Common toolsDeterministic (exact match) and probabilistic (likely match) rules