Data quality is crucial for every successful business initiative, but many organizations struggle with duplicate records despite investments in robust data infrastructure. Census Entity Resolution is a powerful new capability built directly into the Census platform that helps identify, merge, and resolve duplicate records across business data, addressing the fragmented approach to data quality and siloed processes. By using deterministic rules with fuzzy matching capabilities, Census Entity Resolution can detect duplicates within datasets and provide a simplified setup experience, seamless integration with existing data workflows, and lower costs compared to existing solutions like AWS's solution. The capability is designed to help organizations resolve duplicate records across their entire data ecosystem, eliminating chaos and improving marketing, sales, customer support, analytics, and other business processes.