Identity Resolution in Salesforce Data 360: From Concept to Practical Reality

In the previous article, Introduction to Identity Resolution in Salesforce Data 360, we established why identity resolution is essential in a world where customer data is scattered across systems. We discussed the challenge of fragmented identities and the need for a unified customer view.(Previous article: https://sfmcstories.wixsite.com/storiesspot/post/introduction-to-identity-resolution-in-salesforce-data-360)

In this follow-up, we move one step further — from what identity resolution is to how it actually works inside Salesforce Data 360, and why its design matters for long-term data trust and scalability.

Salesforce Data 360: Streamlining Identity Resolution for a Unified Customer Profile by Linking Fragmented Records Through Email, Phone, CRM IDs, and Address. (Image Source: AI tool)

Identity Resolution Is a Structural Capability, Not a Cleanup Exercise

A common assumption is that identity resolution is simply a more advanced form of deduplication. In reality, Salesforce Data 360 approaches identity as a structural data capability, not a corrective one.

Instead of deleting or merging records:

• Source records remain intact

• Relationships between records are preserved

• Identity is resolved through linking, not collapsing data

This distinction is important. It allows organizations to maintain auditability, comply with governance requirements, and adapt identity logic over time without data loss.

The Core Building Blocks of Identity Resolution

At its foundation, identity resolution in Data 360 is built on three conceptual layers.

1. Source Individuals

Each system — CRM, marketing platforms, web, mobile, or external data sources — contributes its own representation of a person. These are treated as independent individuals, even if they appear similar.

This ensures that:

• No system is treated as “wrong” by default

• Data lineage remains transparent

• Corrections can be traced back to the source

2. Identity Linking Through Rules

Identity resolution does not happen automatically or arbitrarily. It is governed by rules defined by the business.

These rules determine:

• Which attributes can be used for matching (email, phone, IDs)

• The strength of a match (exact vs conditional)

• The priority of identifiers

• The trust hierarchy of sources

The system evaluates records against these rules and determines whether they should be linked as belonging to the same real-world individual.

3. Unified Individual

Once records are linked, Salesforce Data 360 creates a Unified Individual.

This unified view:

• Represents a real person, not a system record

• References all linked source individuals

• Serves as the foundation for analytics, segmentation, and activation

Importantly, the Unified Individual does not replace source records — it connects them.

Identity Graphs: The Model Behind the Scenes

Rather than storing identity as a flat table, Data 360 uses a graph-based model.

In this model:

• Each source individual is a node

• Each identity link is a relationship

• The unified individual sits at the center of the graph

This approach allows the platform to:

• Scale across millions of identities

• Re-evaluate identity as new data arrives

• Explain why two records are considered the same person

From a design perspective, this makes identity resolution flexible, transparent, and future-proof.

Resolving Attribute Conflicts with Governance in Mind

When multiple records contribute data to a unified profile, conflicts are inevitable.

For example:

• Two phone numbers

• Different job titles

• Multiple addresses

Salesforce Data 360 does not assume that “newer is always better” or that all sources are equal. Instead, conflict resolution is governed by:

• Source priority

• Recency rules

• Attribute-level logic

This ensures the unified profile reflects business trust, not arbitrary selection.

Identity Resolution Is Continuous, Not One-Time

One of the most important aspects of identity resolution is that it is ongoing.

As new data is ingested:

• Identity graphs are updated

• New relationships are formed

• Unified profiles evolve

This is critical in modern customer journeys, where identities change across devices, channels, and touchpoints over time.

Identity resolution is therefore not a batch activity — it is a living process.

Why This Matters Beyond Marketing

While identity resolution is often associated with personalization and marketing use cases, its impact is broader.

A well-resolved identity layer improves:

• Sales visibility into customer history

• Service context during support interactions

• Accuracy of analytics and reporting

• Reliability of AI and automation outcomes

Any capability that relies on “knowing the customer” depends on identity being resolved correctly.

Closing Thoughts

Identity resolution in Salesforce Data 360 is not about eliminating duplicates — it is about establishing identity trust across the enterprise.

By preserving source data, linking identities through governed rules, and continuously refining unified profiles, organizations create a customer foundation that is accurate, explainable, and scalable.

In the next article, we will explore how identity resolution feeds segmentation, activation, and AI-driven use cases, and what practical design decisions teams should consider before going live.