What's Inside
Eight chapters and a worked case study
Introduction: The Identity Problem
Why customer identifiers go inconsistent across CRMs, warehouses and marketing platforms — and the five business consequences that follow.
What Is Real-Time Entity-Level Identity Resolution?
How it differs from deduplication, the four stages from record identification to continuous refinement, and the three maturity levels.
Why a 360° Customer View Matters
What a genuinely unified view enables — accurate insights, better decisions, hyper-personalization and fraud reduction — beyond the cliché.
How It Works: Core Components
The five interdependent layers: ingestion, normalisation, the matching engine, the identity graph, and activation.
Data Sources and Signals
Six signal types compared on reliability, persistence, availability and privacy sensitivity — plus why signal recency should weight match confidence.
Privacy, Compliance, and Ethics
Privacy by design, consent architecture and audit accountability, mapped against GDPR, CCPA/CPRA and HIPAA obligations.
Case Study: Household Intelligence in Insurance
Three family members, three unlinked policies, one login — and the household-level coverage gaps that surface the moment those profiles are stitched together.
Use Cases Across Industries
What changes in financial services, retail and e-commerce, healthcare, and travel and hospitality.
Implementation Roadmap
Six steps from defining business objectives through to integrating the graph with downstream CRM, marketing and analytics systems.
of records are fragments of a single identity — the same person, counted repeatedly. Chapter 1 traces what that does to marketing spend, personalization, cohort analytics and fraud detection.
What You'll Take Away
Five things you can act on
A five-component reference architecture for a production-grade resolution system
A method for scoring each identity signal on reliability, persistence and privacy risk
Where deduplication stops and true entity resolution has to begin
A consent and audit design that satisfies GDPR, CCPA/CPRA and HIPAA from day one
A six-step rollout that starts with business outcomes rather than technology selection
Who It's For
Written for four audiences in particular