Oh, identity resolution… It’s touted as one of the best features of customer data platforms (CDPs) because it transforms a jumble of data points into a coherent customer profile. However, in reality, identity resolution can open up a minefield of potential pitfalls if not managed properly. A common mistake is relying on an off-the-shelf CDP without considering that companies don't need to buy one; instead, they can build their own composable CDP custom-built to their unique needs. Poor data management, disregarding data privacy regulations, failure to update customer profiles, over-reliance on third-party data, ignoring offline data, and not testing and validating are key pitfalls to avoid in identity resolution. By steering clear of these mistakes, companies can navigate the complex world of identity resolution with more control, flexibility, and precision.