Salesforce data enrichment: Best tools for 2025

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.

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.