The Identity Resolution Layer is where a CDP connects all customer data to the right individual. This layer matches devices, emails, phone numbers, cookies, and behavioral signals to build a unified customer identity, often called the ‘unified customer view ‘ or ‘customer 360’
Customers interact with brands across multiple touchpoints. They may browse your website on a laptop, explore products in your mobile app, open an email campaign, click on a personalized ad, and complete a purchase in-store.
Without proper identity resolution, these activities appear as disconnected events belonging to different people. This layer solves that problem by linking all interactions to the correct person.
Identity resolution is the foundation that:
- Connects all customer interactions to one identity
- Merges fragmented data into a unified profile
- Removes duplicate records
- Ensures every communication targets the right individual
At its core, it answers a crucial question, Who is this customer across every channel?
Key Functions of the Identity Resolution Layer
- Matches Different Identifiers
A CDP brings together various identifiers like email IDs, mobile numbers, device IDs, and login credentials. By mapping these identifiers to a single person, every event, whether online or offline rolls up into one complete customer record. - Removes Duplicate Records
When multiple records of the same customer exist in different systems, CRM, email marketing tools, analytics platforms, or POS terminals, the CDP intelligently merges them. This consolidation avoids issues like sending duplicate messages or offers to the same individual. - Creates a Single Customer View
After stitching is complete, the CDP generates one “golden record” for each customer. This record includes all relevant behaviors, purchases, engagements, preferences, and life cycle attributes giving teams a holistic understanding of that person. - Maintains Real-Time Accuracy
When customers log in from new devices, update their information, or change their preferences, the identity graph updates immediately. This ensures your segments remain accurate and your personalized experiences trigger at the right time.
The Identity Resolution Layer is what makes personalization possible, it bridges fragmented data, ensuring that every action and message aligns perfectly with the real individual behind it
