Configure Identity Resolution Rules

Identity resolution is a critical step to organizing and unifying your data. Usually, when your data originates from many systems, it’s modeled and labeled differently in each place. Identity resolution rulesets define the relationships among data model objects (DMOs) and their fields. After you configure these rules, Data 360 can organize related and duplicate data into unified individual records that marketers can use for cross-channel personalization.

• Configure a Custom Ruleset
  You can manually configure a custom ruleset for the Individual or Unified Individual object. A custom ruleset creates unified records that meet your specific business needs and specifications.
• Add Recommended Rules to Your Identity Resolution Ruleset
  To get the most out of Identity Resolution, we recommend adding two custom rules to the Individual object ruleset. First, add a rule to match exact values when a lead converts to a contact. If you use web tracking on Marketing Cloud Next landing pages or a connected external site, add a rule that attributes activity to the correct unified individual.