Hightouch, a leading data and AI platform for marketing and personalization, has launched Adaptive Identity Resolution, a groundbreaking solution to unify fragmented customer data. Part of its warehouse-native Customer Data Platform (CDP), this tool addresses the challenges of managing sprawling customer data across devices, platforms, and identities, enabling brands to create actionable customer profiles.
Hightouch introduces Adaptive Identity Resolution for customer data unification.
Features multi-zone matching with deterministic and probabilistic methods.
Warehouse-native architecture ensures data stays secure in existing systems.
Configurable and transparent, requiring no code for customization.
Enables real-time profile activation for ads, email, and customer success.
Enhances personalization by resolving messy data across multiple touchpoints.
Modern customers interact with brands across multiple devices, emails, and channels, resulting in fragmented and inconsistent data. Traditional deterministic identity resolution, which relies on exact matches like email addresses or phone numbers, often fails when data is incomplete. Hightouch’s Adaptive Identity Resolution introduces a “multi-zone” approach, allowing businesses to toggle between high-confidence deterministic matching and broader-reach probabilistic matching within a single setup, ensuring flexibility for diverse use cases.
“Most identity resolution tools are either rigid or opaque,” said Tejas Manohar, Co-Founder and Co-CEO of Hightouch. “We’ve built something entirely new, a multi-zone identity engine that lets customers toggle between high-confidence deterministic graphs and higher-reach probabilistic graphs, without sacrificing transparency or control. The ways you use customer identities are situational; Adaptive Identity Resolution adjusts to fit each situation.”
Hightouch’s solution is designed to operate directly within a company’s data warehouse, eliminating the need to move data to external systems. Its key features include:
Multi-Zone Matching: Adjust confidence levels for precision (deterministic) or reach (probabilistic) based on use cases like targeted emails or broad ad campaigns.
Warehouse-Native Architecture: Processes all customer data securely within the existing data warehouse, preserving data ownership and reducing security risks.
Configurable and Transparent: Allows users to fine-tune matching logic and inspect AI decisions without coding, ensuring full control.
Real-Time Data Activation: Syncs unified profiles instantly to marketing, advertising, and customer success tools via Hightouch’s integration ecosystem.
Unlike traditional CDPs, which often rely on rigid or opaque systems, Hightouch’s warehouse-native approach ensures transparency and configurability. This enables brands to tailor identity resolution to specific needs, such as high-accuracy matching for direct communications or broader probabilistic matching for digital advertising audiences. The solution supports real-time activation, allowing businesses to leverage unified profiles across channels like email, ads, and customer support, improving personalization and marketing effectiveness.
Hightouch’s Adaptive Identity Resolution transforms identity resolution from a data hygiene task into a strategic asset. By integrating AI-driven probabilistic matching with deterministic methods, it addresses the complexities of modern customer journeys, where the average household uses 21 connected devices. Trusted by brands like Spotify, Grammarly, and PetSmart, Hightouch empowers organizations to optimize marketing ROI and deliver cohesive customer experiences without duplicating data or relying on external platforms.
Hightouch is the leading Composable CDP and AI Decisioning Platform that empowers companies to activate their data warehouse to power personalized marketing and business operations. Trusted by leading brands like Autotrader, Spotify, Cars.com, Grammarly, and PetSmart, Hightouch enables anyone to deliver personalized customer experiences, optimize performance marketing, and move faster by leveraging data and AI across their organization.
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