MCB Data Cloud Certification Practice Exam

To improve identity resolution accuracy, what should be mapped as the primary key?

1. Map email address to party identification

2. Map CRM ID to Party Identification

3. Map Marketing ID to Party Identification

4. Map IP addresses to Party Identification

The correct answer is: Map CRM ID to Party Identification

Mapping CRM ID to Party Identification as the primary key enhances identity resolution accuracy because the CRM ID typically serves as a unique identifier for a customer within a company's customer relationship management system. This ID is specifically designed to distinguish one customer from another, regardless of other data points that might change over time, such as email addresses or marketing IDs. Using CRM ID as a primary key ensures that every interaction, transaction, or behavior tied to a customer is consistently linked to that unique identifier. This consistency is crucial for accurate data analysis, reporting, and insights, as it helps avoid duplicate records and mitigates the risk of misidentifying customers. When an organization has a reliable and unique mapping of its customers through CRM ID, it can effectively integrate various data sources, leading to a more holistic view of the customer and improving the overall accuracy of identity resolution. Although other identifiers like email addresses or marketing IDs might also offer valuable insights, they may not be stable over time. For instance, customers frequently change their email addresses or marketing IDs as part of different campaigns or platforms, which could disrupt continuity. In contrast, the CRM ID remains constant, making it a superior choice for creating a reliable mapping to party identification.