AWS Entity Resolution, a machine-learning-powered analytics service that analyzes, matches, and links related records across applications, channels, and data stores, has been made available by Amazon Web Services in a number of markets, the company announced.
The service is intended to assist marketers in creating more accurate customer insights and targeted marketing campaigns. According to the press release, businesses like Merkle and Best Western Hotels have already tested the product with encouraging results.
As customer data continues to be fragmented, AWS plans additional integrations to strengthen Entity Resolution, including LiveRamp and TransUnion, as well as compatibility with the open-source Unified ID 2.0 framework. Incorporated is Amazon Ads as well.
Read More: Amazon’s AWS helps marketers tackle data fragmentation with machine learning
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