announces AWS Entity Resolution //

Amazon Web Services has announced the general availability of AWS Entity Resolution. This identity resolution service is available to organizations of any size. Integrations with LiveRamp, TransUnion and Open-Source Identity Solution Unified ID 2.0 are also being worked on.

Best Western Hotels was among the first to adopt the service.

In a press release, Joseph W. Landucci said, “We are thrilled to be among the first to test this service and incorporate AWS Entity resolution workflows into our guest profile process.” AWS Entity Resolution allows for a seamless match of disparate records, creating a 360-degree picture of our guests at each touchpoint.

AWS entity resolution helps organizations match and link records across multiple applications, data sources and channels.

AWS Entity Resolution uses the AWS Management console to match and deduplicate records using a flexible, configurable workflow. The process takes just minutes to complete.

Users can configure the service according to their own rules in order to find the exact match they are looking for. The service can be used by an airline to link and analyze customer interactions across different sources, such as ticketing, customer service, airport lounges, etc. A financial company could prevent fraud by matching transactions from a variety of accounts, credit cards and debit cards.

Users can set a threshold higher to get exact matches or lower to match data from broader datasets.

AWS Entity Resolution users can also use preconfigured machine-learning (ML) models for the matching and the analysis, instead of having to configure the rules themselves. These ML models make identity resolution easier for companies that don’t have big data or large development teams.

Pricing. Organizations that use AWS Entity Resolve pay per record. This allows them to tailor the service to meet their budget.

Why do we care? AWS Entity resolution service allows organizations of any size and budget to improve customer experience and resolve identity issues.

Integrations, such as Unified ID 2.0, will soon be available. This will add interoperability and make it easier for users to enrich their records by adding common industry identifiers. It is then easier for publishers and brands to enrich their data via the clean room in a way that respects privacy.

Dig deeper: Amazon announces AWS Clean Rooms

The original post AWS unveils AWS entity resolution first appeared on MarTech.