Identity Resolution

This guide walks through setting up identity resolution in Data 360 so that visitor data from web and mobile is matched and merged into a single, consistent customer profile.

What You Need to Know

When data comes in from multiple sources — a website, a mobile app, or a third-party system — the same person often appears under different identifiers. Identity resolution is how Data 360 figures out that those records belong to the same individual and merges them into one profile.

• Data 360 supports real-time matching using exact match or exact normalised match (for email and phone number only). Fuzzy matching runs in the background during batch processing and does not apply in real time.
• There is no toggle or setting that turns on real-time identity resolution. It becomes real time only when the Unified Individual object is set as the root of a real-time profile data graph.
• The identifiers to use — such as email address or phone number — should already be decided as part of the implementation plan, along with where they are collected on the website or mobile app.

Create an Identity Resolution Ruleset

1. Open the Data 360 and click on Identity Resolutions tab.
2. Click New.
3. Select Create New Ruleset and click Next.
4. Fill in the following fields:
   • Data Space:
   • Primary Data Model Object: Individual
   • Ruleset ID:
5. Click Next.
6. Enter a Ruleset Name and Save.

Set Up Match Rules

Match rules tell Data 360 which records belong to the same person. A profile is matched when all the conditions in a rule are met.

1. Click Configure in the Match Rules panel.
2. Click Next.
3. Click Configure.
4. Select Exact Email or Exact Normalized Email.
5. Click Next.
6. Review the settings and click Next.
7. Click Save.

[ACTION REQUIRED: Review Note] - IMPORTANT: The ruleset publishes and runs automatically once saved. In real time, only exact and exact normalised matching is applied — any fuzzy matching configured here only runs during batch processing.

Summary

Once the ruleset is saved, Data 360 creates a Unified Individual object — a merged profile that brings together records from all connected sources. At this point, identity resolution is running as a standard (batch) process.

To make it real time, the Unified Individual object must be set as the root of a real-time profile data graph in the next step. Once that is in place, any incoming web or mobile event — such as a visitor submitting their email — is checked and matched against existing profiles immediately, connecting anonymous and known records the moment identity data becomes available.