Identity resolution is the key to unifying customer data, eliminating duplicates, and improving marketing, sales, and fraud prevention. But choosing the wrong provider can lead to bad data, wasted budget, and compliance risks.
Many providers claim to offer “identity resolution” when they’re really just selling raw data, incomplete profiles, or inaccurate matching algorithms.
Here’s how to evaluate identity resolution providers and ensure you’re getting a real solution that drives results.
🚩 Warning Signs:
❌ They rely heavily on third-party data, which is often outdated or inaccurate.
❌ They merge records based on loose, probabilistic matching without validation.
❌ They can’t provide match accuracy reports or confidence scores.
✅ What to Look For:
✔ A provider that prioritizes first-party data and deterministic matching (exact identifiers).
✔ AI-powered probabilistic matching that improves accuracy while minimizing false merges.
✔ Transparency in how identities are matched, with confidence scores for every resolution.
🚩 Warning Signs:
❌ They only offer batch identity resolution, meaning customer data is outdated by the time it’s processed.
❌ Their system takes hours or days to match and update profiles.
❌ They can’t integrate with real-time marketing and sales workflows.
✅ What to Look For:
✔ Real-time identity resolution that updates customer profiles as interactions happen.
✔ The ability to process high-volume data efficiently without slowing down.
✔ Seamless integration with CRM, marketing automation, and ad platforms for instant activation.
🚩 Warning Signs:
❌ They won’t disclose where their data comes from or whether it’s collected legally.
❌ They rely on third-party tracking methods that violate privacy laws.
❌ They don’t offer tools to manage consent preferences or honor data deletion requests.
✅ What to Look For:
✔ A provider that prioritizes first-party, opt-in data for privacy-compliant identity resolution.
✔ Full transparency into data sources, collection methods, and privacy protections.
✔ Built-in tools for managing consent, honoring opt-outs, and tracking compliance.
🚩 Warning Signs:
❌ Their system doesn’t integrate with your CRM, CDP, or marketing tools.
❌ They require custom development work just to get basic data flows running.
❌ They lock you into a closed ecosystem that makes it hard to export your own data.
✅ What to Look For:
✔ Easy integrations with Salesforce, HubSpot, Marketo, Google Ads, and other key platforms.
✔ Flexible APIs that allow custom workflows and real-time data syncing.
✔ A system that enhances your existing data, rather than replacing it with a black-box solution.
🚩 Warning Signs:
❌ They can’t explain how their identity resolution works in detail.
❌ They provide little to no support after onboarding.
❌ Their pricing model is vague, with hidden fees for data updates or additional matches.
✅ What to Look For:
✔ A provider that offers clear documentation, training, and ongoing support.
✔ Transparent pricing with no surprises or unexpected charges.
✔ A partnership mindset—helping your business optimize identity resolution long-term.
🚩 Warning Signs:
❌ No case studies, testimonials, or success metrics from real customers.
❌ No way to test their system before committing.
❌ No reporting tools to measure match accuracy, customer insights, or business impact.
✅ What to Look For:
✔ Case studies proving real-world success with identity resolution.
✔ A demo or trial option to evaluate match quality before full implementation.
✔ Analytics tools to measure match rate, false match rate, and marketing/sales impact.
✔ Data Accuracy: Uses first-party data, deterministic matching, and AI-driven enhancements.
✔ Speed: Supports real-time identity resolution, not just batch processing.
✔ Compliance: Meets GDPR, CCPA, and other privacy standards.
✔ Integration: Connects with your existing CRM, marketing, and analytics tools.
✔ Support: Provides transparent documentation, training, and ongoing help.
✔ Proof of Value: Offers case studies, reporting, and trial options.
🔮 AI-driven identity resolution will replace rule-based matching, making data more accurate and scalable.
🔮 First-party data will become the foundation of identity resolution, replacing unreliable third-party sources.
🔮 Privacy-first identity resolution will be a competitive advantage, helping businesses build trust and compliance.
If you’re evaluating identity resolution providers and need a real solution—not just a data vendor—Longcut can help.
View the Identity Resolution Slide Deck to see how it works. If you’re ready to start using identity resolution the right way, you can purchase it here.
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