Identity resolution is a critical process for companies aiming to provide personalized customer experiences by integrating fragmented data from various sources and devices into a comprehensive 360-degree view of customer interactions. This involves connecting user actions and attributes across multiple touchpoints to create complete customer profiles, which can then be utilized for improved personalization, data quality, privacy compliance, and security. The implementation of identity resolution in a cloud data warehouse involves several steps, including defining objectives, collecting and transforming event data, creating identity graphs, consolidating customer data, and linking additional entities to customer profiles. The process also leverages deterministic and probabilistic methods to match customer data accurately, which are crucial for understanding customer identities using both first-party and third-party data. Ultimately, a successful identity resolution strategy enables enhanced analytics, personalized marketing, cross-channel engagement, and fraud detection, while requiring continuous testing and refinement to adapt to evolving customer needs and maximize business insights.