Salesforce Data Cloud Identity Resolution

Our Vision

Customers often have multiple profiles, records, and contact points spread across different systems. Across multiple datasets, people are represented differently: there may be different features, noise, typos, partial or incomplete information, obsolete data, and so on. Data is distributed differently depending on use case, and there often is no single source of truth.Our work on identity resolution (or entity resolution) aims to solve this problem. The goal is to identify the same entities across datasets, and unify source profiles into the best representation of each customer.

Our research is already providing intelligent experiences, such as identity resolution with fuzzy matching and soft-matching. This solution addresses the challenge of duplication of records while providing the ability to tailor matching for different industries.