Data Cloud Diaries:Identity Resolution, Match Rules, and Reconciliation Rules

In Data Cloud, one of the key capabilities is brining in data about People and being able to identify unique individuals. This process is achieved through the Identity Resolution process.

These constructs are composed of Match Rules which allow you to define a number of different rules for finding the same person, but represented with different values, such as:

-Name variants (Steve, Steven)
-Different Phone numbers (I may have moved)
-Different Emails (they do change)

You can create a series of Match Rules that work together.

And when duplicate data is identified, the system needs to know which field values to use to create the Unified Individual Record. This is where the Reconciliation Rules are applied, which can be set at the object and field level. This is where you can decide between "Steve" or "Steven" depending on factors such at the last modified or select a preferred source.

Once you are ready with the Identity Resolution, then you can active it for processing. Once it executes, it can show you the number of consolidated records and your match rates.

Creating the Unified Individual Record can provide part of the "360" in Customer 360.

Next, we move on to Segmentation and Activation.

This video is in the Data Cloud Diaries Series.

#salesforce #architect #datacloud #mapping #identityresolution #dataclouddiaries

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