Identity resolution is supposed to clean up messy customer data, remove duplicates, and create a single source of truth. But when it’s done poorly, it leads to false matches, broken customer journeys, and wasted resources.
Businesses relying on bad identity resolution face problems like:
❌ Customers receiving irrelevant or conflicting messages because their profiles are fragmented.
❌ Sales teams working with duplicate leads, wasting time on contacts that already converted.
❌ Marketing targeting the same person multiple times under different identities, draining ad budgets.
Bad identity resolution doesn’t just create inefficiencies—it destroys trust, hurts revenue, and damages the customer experience.
🚩 Your CRM still contains multiple entries for the same person or company under different emails, phone numbers, or spellings.
🚩 Your sales team constantly asks, “Wait, have we already contacted this lead?”
🚩 Customers get multiple welcome emails or ads, confusing them instead of guiding them through the journey.
🚩 Two completely different people are being merged into one incorrect profile, leading to awkward or misleading outreach.
🚩 Your system confuses different employees at the same company, making it impossible to track true engagement.
🚩 A high-value account gets misattributed to the wrong contact, sending sales in the wrong direction.
🚩 A customer browses on mobile, then converts on desktop, but your system treats them as two different people.
🚩 Your analytics show weird drop-off points because identity resolution isn’t linking actions correctly.
🚩 You’re retargeting people who already purchased because your system doesn’t recognize them across platforms.
🚩 Your provider is using outdated third-party data that doesn’t match real-time customer behavior.
🚩 With third-party cookies disappearing, your identity resolution strategy is falling apart.
🚩 You have no control over how customer data is sourced, increasing compliance risks.
🚩 Customers contact support, but agents can’t see their full history, leading to frustrating interactions.
🚩 A returning buyer is treated like a first-time customer, causing lost upsell opportunities.
🚩 Customers receive contradictory marketing messages because their profiles are fragmented.
✔ Prioritize first-party data sources like CRM, email, and direct customer interactions.
✔ Reduce reliance on third-party cookies and old, unreliable datasets.
✔ Collect consent-based identity data to build long-term customer relationships.
✔ Implement AI-driven matching models that reduce false positives and missed connections.
✔ Use both deterministic (exact) and probabilistic (fuzzy) matching to improve accuracy.
✔ Continuously train AI models using real customer behavior and updated datasets.
✔ Integrate website, mobile, CRM, and offline interactions into a unified identity resolution system.
✔ Ensure your system updates in real time, not in delayed batch processes.
✔ Enable cross-device tracking so customer interactions are recognized across platforms.
✔ Ensure all teams have access to the same, unified customer profiles.
✔ Sync data between CRM, marketing automation, and customer support tools.
✔ Regularly audit and clean your customer data to remove outdated or duplicate records.
✅ Marketing stops wasting budget on duplicate targeting.
✅ Sales teams instantly see a prospect’s full history without asking redundant questions.
✅ Customers get seamless, personalized experiences across every touchpoint.
✅ Fraudsters can’t create multiple fake accounts under different identities.
🔮 AI will continue to improve real-time identity resolution accuracy.
🔮 Businesses will shift toward privacy-first identity strategies to stay compliant.
🔮 First-party data will replace third-party tracking, making identity resolution even more valuable.
If your identity resolution is causing more problems than it’s solving, it’s time for a better solution.
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.
© Longcut. All Rights Reserved.
