Identity Resolution Is a Policy
Describe how governed identity rules reduce profile merge risk in a CDP.
Identity resolution is not "merge everything that looks similar." It is a governed promise about what evidence is strong enough. Every CDP has to connect customer fragments. The practical question is not whether matching is possible. The practical question is which match can safely drive an action. The framework DAMA-DMBOK treats data governance as decision rights, accountabilities, and control over data assets. Data quality frameworks turn "trust" into dimensions such as accuracy, completeness, consistency, timeliness, and uniqueness. The trade-off Loose rules improve coverage but raise false-merge risk. Tight rules protect accuracy but leave more duplicates. The right answer depends on…
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