Equifax Identity Matching

What Equifax Identity Matching is

Equifax Identity Matching connects customer records across separate data sources, including records with varying names or addresses. It assigns persistent consumer identifiers and can create keys for consumers, households, and addresses, helping form a single customer view. Equifax says it combines multiple datasets and data elements for matching, and can integrate company information with Equifax consumer credit and specialty finance data. Delivery options include batch services, an online API, and cloud-native Keying as a Service. Batch services support MFT integrations; listed cloud environments include Snowflake and Google Cloud Platform BigQuery. Keying as a Service can run in a customer cloud environment, and Confidential Keying is described as keeping raw personal information there. Equifax describes near-real-time matching and updates, as well as incremental key changes through delta services. Listed uses include CRM improvement, identifying unique customers, retention targeting and personalization, and reducing data integration and collection costs. Equifax says data is encrypted and tokenized, and usage is regulated by GLBA. Sandbox and Test API environments have no testing cost; Live pricing varies by API product. Developer documentation requires sign-in, and production APIs require valid credentials and whitelisted IP addresses.