Data Cloud Identity Resolution: Building a Single Customer View

By Avijit Patra15 min read

A practical guide to unifying customer data from CRM, mobile apps, websites, and core banking systems into one trusted profile.

The Challenge

Modern enterprises collect customer data across dozens of touchpoints. Without identity resolution, you cannot personalize experiences, measure attribution, or comply with privacy regulations.

Identity Resolution Framework

Step 1: Data Streams

Ingest data from CRM, web analytics, mobile SDK, and external warehouses via Data Streams or Zero Copy.

Step 2: Data Model

Map source fields to the Individual and Unified Individual objects. Define primary keys and match keys.

Step 3: Match Rules

Configure deterministic rules (email, phone, loyalty ID) and probabilistic rules (fuzzy name matching) with reconciliation priorities.

Step 4: Unified Profile

The Unified Individual becomes your golden record — one profile with linked source records and calculated insights.

Governance Considerations

Consent objects must gate activation channels

Data retention policies per jurisdiction

Lineage tracking for audit compliance

Performance testing with production-scale record volumes

Real-World Pattern: Banking

A bank receives data from CRM (relationship manager notes), mobile app (transactions), website (product browsing), and core banking (account balances). Identity resolution links all four to one Individual, enabling personalized offers while respecting consent preferences.

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