A financial services firm specializing in wealth management contacts a Data 360 Consultant with an...

Identity Resolution should use sufficiently discriminating criteria to prevent false-positive profile consolidation. Salesforce match rules can combine Individual attributes, such as first and last name, with Contact Point attributes such as email, phone, or address. All criteria within a particular match rule must be satisfied before that rule produces a match. Because members of the same household can legitimately share addresses and phone numbers, relying on either attribute alone creates a substantial risk of merging different people. Adding Individual-level criteria alongside contact-point criteria makes the rule more precise and preserves separate client profiles. Salesforce explicitly recommends adding criteria when matching accuracy is the priority. Therefore, C provides the strongest identity-resolution design for this wealth-management scenario.

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