RudderStack Profiles vs. SQL for Customer 360: The benefits of declarative data modeling

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.

Learn how CIAM secures logins, improves UX, and enables compliance and personalization at scale—and how unifying CIAM data with your stack drives safer, smarter customer experiences.

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.