The text discusses the concept of achieving a "single view of the customer" through identity resolution, which aggregates customer data from multiple touchpoints into a single profile. Challenges include managing incomplete or inaccurate data, dealing with changing regulations, and maintaining identity graphs over time. Best practices for identity resolution include starting with a universal identifier, simplifying data pipelines, using a fixed and flexible approach to data merge rules, and ensuring data portability. The text also highlights case studies of Fender and Sanofi, which use Twilio Segment to improve customer engagement and operational efficiency by resolving customer identities.

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