Technology
Identity Resolution for Dealership Data That Actually Matches Reality
One Customer, One Vehicle, One Record You Can Trust
Ask your service director how many customer records exist for a single household across your DMS, your OEM portal and your last three marketing vendors, and you will get a shrug. Most dealerships carry the same customer under three spellings, two email addresses and a phone number that stopped working two years ago. No campaign built on top of that mess performs the way it should.
Identity resolution is the work of merging DMS, OEM and third-party records into one accurate customer and vehicle profile before anything is sent, called or mailed. It is not a reporting feature. It is the foundation every other fixed ops program depends on, and it is the first thing Dealerwing fixes before AI, attribution or outreach ever touches your data.
This is the practical version of Clean Data Before AI. An AI agent, a mail piece or a BDC call list built on unresolved identity is only as good as the worst record in it. Resolve identity first and every downstream program gets sharper.
One Household, One Record
Deterministic and probabilistic matching collapses duplicate customer numbers into a single household and vehicle profile.
Reachability Scored, Not Assumed
Every phone, email and address gets a confidence score so campaigns route to the contact method most likely to work.
Built From What You Already Own
We resolve identity from your DMS, OEM feeds and prior campaign files. No unauthorized third-party data enrichment.
Foundation for Everything Else
Retention, declined service, recall and AI BDC programs all inherit the resolved identity layer instead of rebuilding it.
Examples
Clean data before AI, in the platform
Product screenshots and sample collateral shown with placeholder dealer names and offers.
How it works
A process built on validated data
Ingest Every Source
Pull DMS, OEM, prior campaign and licensed third-party records into one pipeline.
Match and Merge
Apply deterministic and probabilistic rules to collapse duplicates into one household and vehicle profile.
Score Reachability
Rank every phone, email and address by confidence so campaigns route to what actually works.
Verify Ownership
Confirm the customer still owns the vehicle before it enters an active campaign.
Hand Off Clean
Deliver a resolved, scored file to every downstream program, from retention to AI BDC to recall.
Use cases
What Identity Resolution Actually Fixes
These are the everyday data problems that quietly cap the performance of every fixed ops campaign.
Duplicate Customer Records
One customer, three customer numbers.
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Sales, service and previous marketing systems often create separate records for the same household. We merge them so service history and campaign history live in one place.
Stale Contact Information
The phone number on file has not worked since 2022.
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We validate and refresh phone, email and mailing address data so outreach reaches a real, current contact instead of a dead line.
Mismatched Vehicle-Owner Links
The car sold, but the campaign didn't get the memo.
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Ownership changes get missed constantly. We check current registration and title signals so you are not marketing a customer's old vehicle back to them.
OEM Data That Doesn't Talk to Your DMS
Two systems, two versions of the same customer.
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OEM portals and your DMS rarely agree on spelling, format or completeness. We reconcile both into a single usable profile.
Household-Level Blind Spots
Spouses, and multiple vehicles hiding as strangers.
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Linking records at the household level surfaces multi-vehicle opportunity and avoids sending five separate mailers to one home.
Out-of-Market Records Inflating Your List
Counting customers who moved away two states over.
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We flag and suppress records tied to customers who have relocated out of your realistic service area.
No Confidence Score on Contact Data
Not all phone numbers deserve the same trust.
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Every contact method is scored so channel selection is based on evidence, not a guess about which field looks filled in.
Deep dive
Understanding Identity Resolution for Fixed Ops
Why this work has to happen before AI, campaigns or reporting can be trusted.
FAQ
Common questions
How is identity resolution different from basic data cleaning?
Basic cleaning fixes formatting and obvious typos. Identity resolution links records across systems that represent the same household or vehicle, even when they look different on the surface, and scores how reliable each contact method is.
Will this work with our specific DMS?
We work with all major dealership DMS platforms and OEM data feeds. If we have not connected to yours before, we build the connector during onboarding.
How long does the initial resolution take?
Most dealers see an initial scorecard within 2 to 3 business days of providing a data sample, with full resolution completed before the first campaign launches.
Do we lose any customer history in the merge?
No. Merging combines history rather than discarding it, so a resolved record carries the full service and campaign history from every source it was built from.
What happens to records that can't be confidently matched?
Low-confidence records are flagged rather than forced into a merge. You can see exactly which records were left separate and why, instead of a black-box result.
Does this replace our CRM?
No. Identity resolution feeds cleaner, resolved records into whatever CRM or DMS you already run. It is a layer underneath, not a replacement system.
Is our data shared with other dealers or brokers?
No. Your resolved data stays within your Data Access Agreement and is used only for your programs unless you explicitly approve outside enrichment.
Start with a free look
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See what your DMS already knows about retention, declined services and open recalls — and what that data is worth.