Unify Source Profiles

Use identity resolution in Data 360 to consolidate data from different sources into comprehensive views of your customers and accounts. Identity resolution uses matching and reconciliation rules to link data about people or accounts into unified profiles. Identity resolution creates complete, actionable views of your customers but doesn’t create golden records and isn’t a master data management (MDM) system. Each unified profile contains all the unique contact point values from all sources. You choose which view of your customers to use based on each business use case you want to solve.

Note

As of October 14, 2025, Data Cloud has been rebranded to Data 360. During this transition, you may see references to Data Cloud in our application and documentation. While the name is new, the functionality and content remains unchanged.

Unified profile data empowers your reps to sell, service, and market more effectively with 360-degree views of each customer.

• Prioritize high-value leads from existing or key accounts.
• Boost sales effectiveness with personalized, relevant marketing across channels.
• Enable seamless information sharing across departments.
• Equip reps with full account history for contextual conversations and cross-channel consistency.
• Empower sales and service to identify cross-sell and upsell opportunities.

Set up identity resolution rulesets after transforming and mapping source data to data model objects (DMOs). Mapping must be completed before creating rulesets.

• About Identity Resolution
  Identity resolution is the processing engine that generates unified profiles from source profile data stored in Data 360. Unified profiles act as a system of reference to unlock our source data. Understand how and when source profiles are processed and what you can do with unified profile output.
• Profile Unification Types
  Identity resolution in Data 360 offers several different ways to unify your records. The unification type you select determines what types of objects you can base your unified profiles on, the output objects created by the ruleset, and the speed at which records can be unified.
• Identity Resolution Rulesets
  Rulesets contain match and reconciliation rules that tell the customer data platform how to link multiple sources of data into a unified profile. Unified profile information is stored in data model objects created by the ruleset.
• Optimize Identity Resolution
  Consider these best practices and troubleshooting tips for the data you bring in and send out of Data 360 to get the most of your unified profiles.