Identity Resolution and Unified Profiles

Data Cloud (Data 360)Identity Resolution and Unified ProfilesHow Data 360 turns fragmented source records into unified individuals and accounts: match rules, reconciliation rules, rulesets, the generated unified and link objects, processing, consolidation metrics, consent, and SQL to inspect and debug the results.Advanced · about 70 minutesWhat you will learn

Explain the identity problem and why Data 360 links rather than merges records

Design match rules using exact, exact normalized, fuzzy and party identification criteria

Choose reconciliation rules (last updated, most frequent, source priority) per field

Describe the objects a ruleset generates and how to join source data to unified profiles

Measure results with the consolidation rate, the identity resolution dashboard and Profile Explorer

Configure account unification and design reliable matching keys

Handle consent and deletion requests and avoid over-matching

Contents

The identity problem

Rulesets

Match rules

Reconciliation rules

What a ruleset generates

Processing and run schedule

Measuring results

SQL to inspect unified profiles

Account unification

Designing keys that work

Privacy, consent and deletion

Worked example: tuning a ruleset

Best practices

Common pitfalls

Hands-on exercises

Key takeaways