What is Identity resolution?

Identity resolution is matching records that refer to the same real person or company across systems that identify them differently, then deciding which values to trust. It is what turns rows from a CRM, a product database and several enrichment providers into one account or contact.

Company matching is harder than it looks: domains change, subsidiaries share names, and the same account appears as an email domain in one system and a legal entity in another.

Resolution without a rule for precedence produces a golden record that is merely the most recent one. Deciding which source wins per field is the part that makes it usable.

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