identity-resolution

When to Use

• Normalizing provider outputs before syncing to CRM/CDP.
• Tying intent, enrichment, and product telemetry to the same account/contact IDs.
• Diagnosing duplicate or conflicting records in downstream systems.

Framework

1. Key Hierarchy – define primary/secondary keys (domain, account_id, email, person_id).
2. Matching Logic – configure deterministic and fuzzy rules, tie-breakers, and confidence scoring.
3. Conflict Handling – specify precedence rules, merge policies, and exception queues.
4. Governance – document owners, change control, and monitoring cadence.
5. Audit Trail – capture lineage metadata, before/after snapshots, and rollback steps.

Templates

• Matching rule matrix (field, rule type, weight, confidence threshold).
• Exception queue workflow with owners + SLAs.
• Audit workbook for sampling matches vs source-of-truth.

Tips

• Start with deterministic keys (domain, CRM ID) before fuzzy logic to reduce noise.
• Version rules so downstream teams know when behavior changes.
• Pair with signal-taxonomy to keep IDs aligned with schema updates.

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