Solve customer identity fragmentation at scale with AWS Entity Resolution

This article explains how AWS Entity Resolution solves customer identity fragmentation by unifying scattered customer records across multiple systems into a single trusted view.

• Enterprises struggle with fragmented customer data across multiple applications and touchpoints
• AWS Entity Resolution uses rule-based or machine learning matching to deduplicate and link records
• Fitness/wellness industry example: same customer appears differently across systems causing duplicate records
• Traditional MDM solutions lack scalability, flexibility, and cost-effectiveness at enterprise scale
• Solution architecture includes data ingestion, pre-processing, matching, golden record creation, and downstream activation
• Pipeline provides auditability, compliance tracking, and secure PII handling throughout workflow
• PwC customer achieved 80% operational cost reduction and 95% processing time improvement
• Benefits include improved customer engagement, unified profiles, better data quality, and scalable architecture

AWS Entity Resolution enables organizations to create seamless cross-channel customer experiences by resolving identity fragmentation, improving personalization, and maintaining regulatory compliance.