Identity Resolution

Create an Identity Resolution Ruleset

Identity resolution rulesets define the matching and reconciliation logic that Data 360 uses to link records from multiple data sources and create a unified profile for each individual. The unified profiles produced by the ruleset are stored in Data Model Objects (DMOs) generated as part of the identity resolution process.

In this workshop, you will create a real-time identity resolution ruleset that powers a real-time data graph built from website event data, enabling anonymous visitors to be unified with known profiles in real-time as identity data is collected.

1. Search and select Identity Resolutions from App Launcher .
2. Click New.
3. Select the Create New Ruleset tile and click Next.
4. When prompted in the New Ruleset dialog, select the following details:
   • Data Space: default
   • Primary Data Model Object: Individual
   • Ruleset ID: RT
5. Click Next.
6. Enter RT Unified Individuals in the Ruleset Name field.
7. Click Save.

Create Match Rule

Match rules tell Data 360 which profiles to unify during the identity resolution process. Each match rule contains one or more criteria. Profiles are matched when all criteria within a match rule are satisfied. In this exercise, you will create a custom match rule.

1. Click Configure in the Match Rules panel.
2. Click Next.
3. Click Configure.
4. Select Custom Rule.
5. Click Next.
6. Select Fuzzy Name and Normalized Email match rule name.
7. Click Next.
8. Leave the match criteria set to their default values, as shown below.

Data Model Object	Field	Match Method
Individual	First Name	Fuzzy - Medium Precision
Individual	Last Name	Exact
Contact Point Email	Email Adderss	Exact Normalized

1. Click Next.
2. Click Save.

The ruleset will automatically be published and run after it is created. After the ruleset publishes successfully, you will see Real-Time Matching is set to Active in the Match Rules panel.

Real-Time Matching set to Active in the Match Rules panel

Match Methods

In real-time matching, match methods are restricted to Exact or Exact Normalized matching only, regardless of the scheduled match selected for a given match rule. Email addresses and phone numbers can be matched using exact normalized matching, while all other fields are matched using exact matching only.

Further Reading

Real-Time Identity Resolution for Personalization

Achievement unlocked!

You’ve configured an Identity Resolution Ruleset in Data 360.