Amazon Web Services (AWS) has announced the general availability of AWS Entity Resolution – an identity resolution service – for organisations of all sizes. AWS Entity Resolution allows organisations to match, link and analyse records stored across multiple applications, channels and data stores. Best Western Hotels is among the first customers to use the service, with integrations with identity companies LiveRamp and TransUnion, as well as open-source identity solution Unified ID 2.0 in the works.
AWS Entity Resolution customers use the AWS Management Console to match and de-duplicate records in a matter of minutes. Rules-based configurations can be set up to get the desired matching results, such as an airline company analysing and linking customer interactions from separate sources or a financial company preventing fraud by matching transactions across credit cards, debit cards and customer accounts. Customers also have the option of using preconfigured machine learning models to do the matching and analysis instead of configuring the rules themselves.
Organisations using AWS Entity Resolution pay per record, allowing them to fit the service to their budget. The service is expected to improve customer experience, as organisations can easily match and link disparate records to create a 360-degree view of customers. Soon-to-come integrations with partners like Unified ID 2.0 will also add interoperability, making it easier for customers to enrich their records with common industry identifiers.
Originally reported by Martech: https://martech.org/aws-unveils-aws-entity-resolution/
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