Overview
Turn fragmented customer data into unified profiles with Identity Resolution.
Welcome to Identity Resolution! In this article, we'll walk you through how GrowthLoop can match customer records across your data sources to create unified profiles.
Your customers exist across multiple systems—CRM, email lists, order history, loyalty programs. Each system has a piece of the puzzle, but none has the complete picture. Identity Resolution connects the dots. Would the real slim shady customer data please stand up?
How It Works
One Person, Multiple Sources
The same customer often appears differently across your data sources—different name formats, missing fields, varying data quality.
Identity Resolution uses match rules to identify records that belong to the same person:
- Rule 1 matches records sharing
email + name + postal - Rule 2 catches remaining records via
phone + name
Records that match any rule are merged into one unified profile with the best available data from each source.
Key Concepts
| Concept | Description |
|---|---|
| Sources | Your input tables (CRM, email lists, transactions, etc.) |
| PII Fields | The columns used for matching—email, phone, name, postal, etc. |
| Match Rules | Field combinations that identify the same person |
| Precedence | When values conflict, which source's data wins |
| Final Identity Table | One row per unique identity with the best values |
Cascading Match Rules
Rules are applied in order. Once a record matches, it stops processing.
This cascading approach means:
- Stricter rules first (more fields = higher confidence)
- Broader rules later (catch remaining matches)
- Unmatched records are preserved separately
NoteThe order of your match rules matters. Place your highest-confidence rules (with more matching fields) first, and broader catch-all rules last.
What You Get
After running Identity Resolution, you'll have:
| Output | What It Contains |
|---|---|
| Final Identity Table | One row per unique identity with merged data |
| Profile Report | Match statistics—how many records matched per rule |
These outputs are written directly to your data warehouse, so you can query them immediately for activation, analytics, or further processing.
Ready to get started? Continue to Getting Started to configure your first Identity Resolution.
Updated about 8 hours ago