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Data 360: Enhance Identity Resolution with the Identity Match Feature

게시 일자: Nov 13, 2025
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What the Feature Does

The Identity Match feature addresses the critical business need for customers to "bring their own links" to the Identity Resolution process. It gives you the ability to explicitly communicate to the system:

  • Valid Matches (Merge): Force a match between two individual records that the standard IR rules might miss.

  • Invalid Matches (Split): Prevent two individual records from merging if you know they do not represent the same person.

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How It Works

The feature introduces a new standard Data Model Object (DMO) called IdentityMatch. You can configure match rules in the user interface to select and include specific types of Identity Match DMOs.

  1. Define Your Match Types: You create and load data into the IdentityMatch DMO to define the relationships you want to enforce. For example, you might define an IdentityMatchType of "Lead to Contact" for known conversions or "Device-to-Prospector" for linking anonymous and known profiles.

  2. Configuration: You select the specific IdentityMatchType you want to be included in your match rules via the Identity Resolution user interface.

  3. IR Integration: The selected IdentityMatch DMO is then integrated into the Identity Resolution process to influence whether profiles are merged or split.

Setup Prerequisite: Required Mappings

Fields Required to be mapped 

Field Name

Expected Value/Type

IdentityMatchType

The customer-defined type of identity match(String)

MatchingRecordId

Matching Id value

RecordId

Id value

IsAMatch

1 means merge (positive edge), 0 means split (negative edge).

Object  

Null/Empty string/ string ending with primary dme as suffix

MatchingObject

Null/Empty string/ string ending with primary dme as suffix

 

Key Fields in the IdentityMatch DMO Schema

Your custom data loaded into the IdentityMatch DMO must conform to this schema:

Column Name

Data Type

Description

IsAMatch

Boolean

Controls the action: 1 means merge (positive edge), 0 means split (negative edge).

IdentityMatchType

String

The customer-defined type of identity match (e.g., "Lead to Contact"). This is used to filter which links are included in a match rule.

MatchWeight

Float

(Future Use) A weight (0 to 1) to determine priority over other match types.

 

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Example of Identity Resolution Enhancement

IdentityMatch DMO

 

 

Consider three pre-existing clusters of records:

  • Cluster 1: Records 1001, 1003, 1005

  • Cluster 2: Records 1008, 1009

  • Cluster 3: Records 1004, 1012

If you introduce an Identity Match Rule that includes the types Prospector-to-Lead and Device-to-Prospector, and your IdentityMatch DMO contains the following explicit links:

  • Record 1003 is matched to Record 1008

  • Record 1005 is matched to Record 1008

  • Record 1004 is matched to Record 1009

Result: The Identity Resolution process will now forcefully link all these records into a single, comprehensive cluster:

 

(Cluster 1 and 2 comes together due to 1003 ->1008 and 1005 ->1008 and cluster 2 and cluster 3 matched due to 1004 -> 1009)

New Cluster 1: Records 1001, 1003, 1005, 1008, 1009, 1004, 1012

Knowledge 기사 번호

005227834

 
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