A Data 360 Consultant recently discovered that their Identity Resolution process is matching individuals who...

The identity logic is about linking source profiles safely, then choosing the best surviving values for the unified profile. Create and run a new ruleset with stricter matching criteria, compare the two rulesets to review and verify the results, and then migrate to the new ruleset once approved. is appropriate because identity resolution needs reliable match inputs, qualified identifiers, and controlled reconciliation. It is not just deduplication; it is a rules-driven process that connects source records into a trusted unified profile. The distractors fall short because they either move the problem into the wrong system, add needless duplication, ignore Data 360 object relationships, or rely on a feature built for a different lifecycle stage. In a real implementation, those choices usually create brittle pipelines, stale data, security exposure, or segments that look correct on paper but fail when activated. Thinking like an architect, the selected option places the logic where Data 360 can govern it and reuse it reliably.