Amazon Web Services announced that AWS Entity Resolution, an identity resolution service, is open to general availability for organizations of all sizes. Partner integrations are also within the works with identity corporations LiveRamp and TransUnion, in addition to open-source identity solution Unified ID 2.0.
Best Western Hotels is among the many first brands to make use of the service.
“We are excited to be one in every of the primary customers to check this latest service and to include AWS Entity Resolution workflows into our Guest Profile process,” said Joseph W. Landucci, director of technology management at Best Western Hotels, in a release. “AWS Entity Resolution allows us to simply match and link these disparate records to create a 360-degree view of our customers, enabling us to deliver a more personalized guest experience at every touch point, across our portfolio of hotels across the globe.”
How it really works. AWS Entity Resolution helps organizations match, link and analyze records stored across multiple applications, channels and data stores.
The AWS Entity Resolution customer uses the AWS Management Console to match and de-duplicate records with a versatile and configurable workflow that takes only minutes to execute.
The user can arrange a rules-based configuration within the service to get precisely the form of matching they’re in search of. For instance, an airline company can use the service to investigate and link customer interactions from separate sources across ticketing, customer support, airport lounges and elsewhere. Or a financial company can prevent fraud by matching transactions across a set of bank cards, debit cards and customer accounts.
Users may set the next threshold to acquire exact matches, or a lower threshold to match data across broader datasets.
AWS Entity Resolution customers even have the choice of using preconfigured machine learning (ML) models to do the matching and evaluation as an alternative of configuring the foundations for matching on their very own. Using these ML models makes identity resolution easier for organizations who don’t have large data or development teams.
Pricing. Organizations using AWS Entity Resolution pay per record, allowing them to suit the service to their budget.
Why we care. The latest AWS Entity Resolution service makes it feasible for organizations of all sizes and budgets to resolve identities and improve their customer experience.
Soon-to-come integrations with partners like Unified ID 2.0 will even add interoperability, making it easier for patrons to counterpoint their records with common industry identifiers. This, in turn, makes it easier for brands and publishers — or any two data parties — to counterpoint their data in a privacy-compliant way via clean room.
Dig deeper: Amazon proclaims AWS Clean Rooms
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