Category: Identity Resolution: Because Marketing To Ghosts Isn’t A Strategy

Identity resolution links scattered customer data across systems into one unified profile per person. Here’s how it works and why it matters right now.

Identity resolution works in five stages: data collection, cleansing, matching, unification, and activation. Here’s what happens at each stage.

Deterministic matching uses exact identifiers. Probabilistic matching uses statistical inference. Here’s when each applies and how they work together.

Identity resolution in marketing turns fragmented customer data into unified profiles that power personalization, attribution, and lifetime value modeling.

Identity resolution algorithms fall into four families: exact matching, fuzzy matching, graph-based, and machine learning. Here’s how each works.

A real-world identity resolution example showing how an anonymous website visitor becomes a linked customer profile across five channels.

Identity resolution links customer data. Identity verification confirms someone is who they claim to be. Here’s when each applies and how they work together.