What is the primary purpose of Identity Resolution in this context?

• A. Merge records from multiple data sources to form a single, unified customer profile
• B. Create separate records for every data source
• C. Remove duplicates without linking
• D. Validate only field data types

Answer: (A)

Identity resolution aims to connect records that refer to the same real person across different data sources and merge them into a single, unified customer profile. The goal is to create a 360-degree view so that all interactions, attributes, and history can be accessed from one place, enabling accurate personalization, analytics, and decision-making. By linking multiple identifiers (such as emails, customer IDs, or device IDs) and reconciling variations in data (like name spellings or address changes), you avoid silos and duplication and ensure consistent, complete insights. Keeping separate records for each source prevents this unified view, while removing duplicates without linking misses cross-source connections, and validating data types is a separate data-quality task rather than the core purpose of identity resolution.