The identity resolution platform that connects fragmented customer data.

Q: What is identity resolution?

Identity resolution connects records that refer to the same customer across systems. Amperity uses configured rules and AI-assisted matching to help build profiles from available first-party data.

Q: How do rules and AI-assisted matching work together?

Rules connect records when known identifiers and configured conditions support a match. AI-assisted scoring helps evaluate less certain cases involving incomplete or inconsistent information. Teams can review the resulting connections and matching approach.

Q: How is Amperity's Identity Resolution different from a match rate or vendor-owned identity graph?

Many providers report a match rate against a graph you don't own, often built partly on third-party data you can't audit. Amperity resolves identity from your own loyalty IDs, purchase records, and accounts, so the connections are an asset you own and control, with full visibility into why any two records were matched.

Q: Does Identity Resolution require moving our data out of our environment?

No. Identity Resolution fits into your existing lakehouse rather than forcing a copy of your customer data into a separate vendor layer. Resolved profiles stay usable wherever your teams work today, without standing up a second system to hold identity.

Q: How does the identity graph handle new or changing customer data?

Amperity processes identity again as new and updated records arrive. Each run can connect records that new data links together, and separate records that were grouped before when the data no longer supports the match. Matching is designed to give consistent results from run to run, and teams can review the resulting profiles and matching approach.

Q: What should you look for in identity resolution software?

Look for useful results on your data, understandable match logic, the ability to review and configure matching, purpose-built graphs, and governance that fits your environment.

Amperity connects customer records across online and offline sources using rules and AI-assisted matching. The result is a more useful identity foundation for profiles, analysis, and activation.

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Resolve fragmented customer data

Customer records may contain incomplete or inconsistent identifiers. Amperity combines configured matching rules with AI-assisted scoring to connect records and help teams evaluate the resulting customer profiles.

Connect source records: Bring together the customer data available to the use case, such as purchases, loyalty activity, accounts, and digital behavior.
Apply configured rules: Connect records when known identifiers and business rules support the match.
Score less certain matches: Use AI-assisted scoring for cases that need more than an exact identifier.
Evaluate the graph: Inspect matching logic and review how profiles change as new data is processed.

Better identity, better outcomes everywhere.

Customer context you own

Reach more customers and own the relationship. Your identity is built from your first-party data, not rented from a third-party broker graph.

Purpose-built identity

Marketing reach, analytics consistency, and operations precision. Amperity builds purpose-built customer graphs on the same data, each tuned to a team's specific job.

Adaptive by design

Consistent day to day. Transparent and auditable. See what changed when your data reveals a new connection.

Power every experience

Personalize with confidence, improve measurement, and enable AI with trusted customer identity.

Why the world's most recognized brands choose Amperity for Identity Resolution.

Diagram showing deterministic matching, transitive matching, and probabilistic scoring for a user "Kim Kllog"

Less manual work. More accurate profiles.

Maintaining hand-coded rules for every possible match scenario doesn't scale. Amperity uses explicit rules where the match is certain and AI scoring where it isn't, so your team spends less time maintaining logic and more time acting on profiles they can trust.

Adjust Match Certainty for user named "Abe Johnson", on a slider from "High" to "Excellent" to "Exact"

Identity that scales across teams without breaking governance.

Most identity graphs trade flexibility for control. Amperity builds independent, purpose-built graphs on a single governed foundation, so each team gets the profile accuracy their work demands without creating data silos, duplicating governance risk, or rebuilding from scratch every time needs change.

First-party identity that updates as your customers do.

Third-party graphs refresh on someone else's schedule. Amperity builds identity from your own first-party data and maintains durable customer profiles as new data is processed, while streaming data supports time-sensitive use cases. Where third-party data adds useful signal, you can bring it in, but your data drives the foundation.

Identity that learns. Experiences that improve.

Static graphs degrade as customers change. Amperity continuously adapts, surfacing new connections and correcting profiles as new data arrives. The result is more accurate personalization, better-trained AI models, and analytics that reflect what your customers actually look like right now.

A constant cycle of secure data sharing and flexible storage & compute between Amperity and your lakehouse/storage.

Your data stays put. Your identity graph gets better.

Other platforms need your data in their environment before they can do anything with it. Amperity runs zero-copy on your existing Databricks or lakehouse compute, so identity resolution improves your customer profiles without moving a single record out of the environment you already govern and trust.

An identity graph your team can understand

A match rate is only part of the story. Teams also need to understand how records are connected, adjust matching rules, and evaluate the resulting profiles for their use cases.

Transparent matching: Review why records are connected and investigate uncertain matches.
Purpose-built graphs: Configure identity views for distinct business needs from a governed foundation.
Governed first-party foundation: Use your customer data and the deployment options appropriate to your environment.

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Put resolved identity to work

Create more useful customer segments

Build audiences using resolved customer profiles rather than isolated records.

Explore customer segmentation

Improve paid media precision

Use resolved identity to reach known customers, exclude recent converters where configured, and connect media measurement to customer profiles.

Explore paid media optimization

Recognize signals behind loyalty

Connect transactions and loyalty activity to better understand changes in customer behavior.

Explore loyalty and retention

Personalize with current customer context

When a visitor becomes known, bring available behavioral signals together with customer history to inform the next interaction.

Explore real-time personalization

Real outcomes from brands running Amperity identity at scale

5,000 hidden high-value fans discovered

61.5% cleaner database. A fan view for every channel, enriched with lifetime value, top-10% flags, and passholder status.

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Unified customer profiles across a global brand portfolio

See how Wyndham used Amperity to unify customer profiles and enhance their global marketing capabilities.

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297M raw records resolved into 4.1M unified member profiles

37 disconnected sources connected, 50+ hours a week saved in manual reconciliation.

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Explore more of the Amperity platform

Modal showing a recommendation: "Re-engage and defend the active high-value base"

Platform

Intelligence & Decisioning

Trusted profiles become predictions, recommendations, and next-best actions your team can actually act on.

Intelligence & Decisioning

Platform

Profiles

See how every signal comes together into a trusted profile every team and every AI tool can act on.

Profiles

Platform

Real-Time Activation

Reach every channel and every AI tool your team runs, the moment a customer's ready to act.

Real-Time Activation

Gartner voice of the customer for CDPs 2026, IDC Marketscape leader,, and 10 US patents

See identity resolution in your industry

Retail · Hotels · Airlines · Sports teams and leagues

See where customer records remain fragmented

Start with an identity resolution walkthrough to see how Amperity connects customer records. Ask about a Data Diagnostic if you want to evaluate your own data.

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