Identity resolution: deterministic vs probabilistic

Identity resolution: deterministic vs probabilistic

Four reads on stitching profiles without inventing customers.

1️⃣ Deterministic matching first — email and user ID beat any model; the case for exhausting hard keys before guessing. Source: CDP Institute.
2️⃣ When probabilistic earns its place — cross-device guessing helps reach but corrupts suppression lists; know which use case you're in. Via mParticle blog.
3️⃣ Identity graphs in the warehouse — building your own resolution in dbt vs renting a CDP's black box. Source: dbt Labs blog.
4️⃣ The merge-collision problem — how aggressive stitching accidentally fuses two real people, and the audit to catch it. Via Hightouch blog.

Skip if you have one clean login. Essential if anonymous and known traffic both feed your audiences.

That's the stack for this week. Forward to a teammate.