CIAM: What is customer identity and access management?

Without proper enrichment, Salesforce customer records can become stale, incomplete, and increasingly disconnected from reality. Learn about the best tools for real-time syncing, identity resolution, and deep integration with modern data stacks.

This article compares deterministic vs probabilistic identity models for data teams. See when to use each, how they differ on accuracy, adaptability, and compliance, and how RudderStack Profiles enables a hybrid, warehouse-native approach.

In this article, we’ll explore the core techniques behind data matching—such as identity resolution and record linkage—along with the common challenges teams face and the best practices for improving match quality at scale.