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Entity Resolution is also known as fuzzy matching, merge purge and data matching. When used in the context of a person, entity resolution is referred to as identity resolution.

Identity resolution is the process of creating an addressable customer profile by analyzing and resolving data across multiple touchpoints, attributes and systems. Attributes might include email addresses, cookie identifiers, device identifiers, mailing addresses, social media handles and more.

Identity resolution is one of the most critical applications of identity graphs; it is the process by which an identity graph connects identifiers from various platforms, channels, and devices and matches them to a single customer profile to create a unified customer view.

A simple example is to compare whether both a name and a unique ID (e.g., a social security numbers or driver's license number) are the same in two records. Entity resolution is of course more difficult when such unique identifiers are not available, such that various other attributes may need to be analyzed.

As Gartner defines it, identity resolution is ?the discipline of recognizing people across channels and devices, and associating them with information used for marketing and advertising. It uses a constellation of tools, techniques and data.? These include: Tagging and tracking users across channels.

Identity Resolution is the process of connecting unique 'identifiers' to create a single, unified, real-time, persistent customer identity. Identifiers include device identity, browser behaviour, transactions and other contextual data that help connect the same individual across devices, platforms, and channels.

As Gartner defines it, identity resolution is ?the discipline of recognizing people across channels and devices, and associating them with information used for marketing and advertising. It uses a constellation of tools, techniques and data.? These include: Tagging and tracking users across channels.