Identity Resolution in Civis Platform
Get a complete picture of your audience across all of your data sources.
Import all necessary data sources
Civis Platform’s Imports and Data Enhancements functions preprocess data from a wide range of sources (e.g., Amazon Redshift, PostgreSQL, Salesforce) into standard formats. Additionally, Platform provides Data Enhancements to standardize person datasets including home addresses, phone numbers, email addresses, etc.
IDENTIFY PII IN THE DATA
To find groups of similar person records amongst potentially millions of input records, we first identify pairs among similar person records. Because the number of pairs can be extremely large, we find candidate match pairs by looking for shared coarse-grained features (e.g., having the same name and ZIP code).
Create the linking between data sources (choose how exacting the algorithm is)
For each set of candidate match pairs, we employ a more detailed, computationally intensive set of features to determine the probability that the two records match. These features include the frequencies of names and various population statistics, and take into account crucial subtleties relating to mismatched vs. missing information.
Prioritize reliable data — if you have a single source of truth — or let the algorithm make that determination
Because the accuracy and freshness of the records you import will vary among data sources, Platform users may identify a preferred, most up-to-date source of truth to be used in the event of any conflicts or inconsistencies that may arise during the matching process.
Create a template to run this matching work on a regular, defined schedule
Platform users may automate the data matching process to run on the schedule that works best for their organization, including evenings and weekends, to guarantee that teams are always working from the most accurate, up-to-date information.
The output is a unique identifier for every person in your data
Platform generates a unique identifier for each individual in your records, enabling you to match them up and begin interacting with the people who matter most to your organization in a more unified, informed, and confident way.
