What is identity resolution?
Identity resolution is the process of matching a lead record to a known individual in a reference data set, so that attributes which were not submitted with the lead can be attached to it.
A lead form typically captures very little: a name, a phone number, maybe an age range. Identity resolution matches that fragment against a large consumer reference set to determine, with some confidence, which real person it corresponds to. Once matched, additional attributes become available to the scoring model.
Match confidence matters more than match rate. A high match rate achieved by accepting weak matches introduces errors that are worse than no match, because the model then scores against the wrong person's attributes. Serious implementations grade matches and treat low-confidence results as unmatched rather than guessing.
Identity resolution is distinct from data enrichment in emphasis. Enrichment describes appending attributes; identity resolution describes establishing which individual those attributes should come from. In practice the second is the hard part.
It is also distinct from identity verification, which asks whether a person is who they claim to be for fraud or compliance purposes. Resolution asks a narrower question: which record in the reference set does this correspond to.
Related terms
- Post-acquisition scoring — Post-acquisition scoring evaluates a lead after it has been purchased, using the full contact record to produce a more accurate estimate than was possible at the pre-bid stage.
- Lead fraud — Lead fraud covers records that misrepresent what they are: fabricated contact details, falsified consent, or inquiries presented as new when they are not.