Entity Resolution is a critical concept in enhancing data quality for marketing purposes. It helps to identify and merge duplicate or similar records, allowing for a more accurate and consolidated view of customer data. By implementing Entity Resolution, marketers can improve the effectiveness of their campaigns, reduce waste resources, and increase efficiency. The process involves comparing and matching data attributes to determine if two or more records refer to the same real-world entity, and it can be achieved through various techniques such as deterministic matching, probabilistic matching, and machine learning-based approaches. By leveraging Entity Resolution, marketers can create a customer 360 or Golden Records, which is particularly valuable in marketing for accurate customer profiling, segmentation, and targeting. With its numerous benefits, including improved customer data accuracy, enhanced customer segmentation, cost and resource savings, and improved campaign effectiveness, Entity Resolution is an essential tool for improving data quality in marketing.