Identity Resolution

Overview

Identity Resolution is Pocus' AI-powered matching system that connects your first-party CRM contacts with our enrichment database. By combining fuzzy matching algorithms with LLM intelligence, we achieve significantly higher match rates and accuracy than traditional exact-matching approaches.

Why Identity Resolution Matters

Messy data can derail your prospecting efforts. When you have multiple John Smiths from Acme Corp scattered across your CRM and other systems, your reps waste time figuring out who to contact—or worse, reach out to the wrong person.

Pocus' Identity Resolution solves this by:

• Stitching together disparate profiles into one unified record
• Tracking contacts across previous roles and companies
• Cleaning up messy data entry like misspellings and initials

The result? A single, accurate view of each contact that your team can trust.

How It Works

Pocus uses a multi-layered matching process to resolve identities with both speed and accuracy:

1. Filtering

We start by removing records that aren't eligible for matching, such as those with personal emails, missing names, or incomplete company information.

2. Exact Matching

For clean data, we perform immediate matches with high confidence. For example, if your CRM has a record for "John Smith at Acme Corp" and our database has an exact match, we connect them right away with minimal risk of false positives.

3. Probabilistic Matching

For messier data, we use sophisticated heuristics to generate candidate matches, then leverage an LLM to make the final decision. This step handles:

• Name variations (J.S. Smith vs. John Smith)
• Company changes due to acquisitions or rebrands
• Data inconsistencies and misspellings

4. Agent Matching

For records that still haven't matched, a custom AI agent uses an intelligent multi-step process to find connections that traditional methods would miss.

Key Benefits

Higher Match Rates

Our LLM-powered approach catches records that traditional exact matching misses, giving you significantly better coverage across your entire database.

Unified Customer View

We stitch together identities from multiple jobs and merge data from all your systems, creating one complete profile per contact that includes their full professional history.

Accuracy You Can Trust

Our multi-step approach balances coverage with precision. We use exact matching for clean data to minimize false positives, then apply AI only for edge cases where it adds value.

Who Should Use Identity Resolution?

Identity Resolution is ideal for:

• Revenue operations teams managing data quality
• Sales teams that need accurate, up-to-date contact information
• Marketing teams building targeted campaigns
• Any GTM team working with contacts across multiple systems

Note: Identity Resolution currently works with business emails and professional contact data. Personal email matching is not supported.

Frequently Asked Questions

How accurate is AI-powered matching?

We use a three-tier approach that balances accuracy with coverage. Exact matching handles clean data with the lowest false positive rate. For records that need more intelligence, our LLM evaluates a curated list of candidates based on hand-tuned heuristics—it's making informed decisions, not guesses. This approach keeps false positives manageable while dramatically reducing false negatives.

Can you match people who have changed jobs?

Yes. Identity Resolution stitches together identities across multiple roles, so you get a complete view of each contact's professional history. If someone moved from Company A to Company B, we connect those records into a single, unified profile.

What happens if my CRM data is messy or outdated?

That's where Identity Resolution shines. If your CRM has outdated company information, inconsistent name formatting, or nickname variations, our AI can still make the connection. Traditional exact-matching systems fail on real-world data messiness—ours is built for it.

How does Pocus compare to other identity resolution solutions?

Unlike most enrichment tools that rely solely on exact matching, Pocus combines multiple matching strategies with LLM intelligence. This means we can handle edge cases like name variations, company changes, and messy data that break traditional systems. The result is match rates that are 20-40% higher than exact-matching-only solutions.

What if a record can't be matched?

After going through our complete matching process, any unmatched records remain in your CRM without enrichment. We're continuously expanding our database coverage to reduce these gaps over time.