A retail customer wants to bring customer data from different sources and wants to take advantage of identity resolution so that it can be used in segmentation. On which entity should this be segmented for activation membership?

In Salesforce Data Cloud, the identity resolution process merges customer data from various sources into a single, consolidated profile. This resulting entity is called the Unified Individual. It represents the most complete and accurate view of a person. The primary purpose of creating this unified profile is to enable powerful, cross-source segmentation. Therefore, to leverage the full benefit of the resolved identity for activation, segmentation must be performed on the Unified Individual entity.

1. Salesforce Help, "Identity Resolution": "Identity Resolution uses matching and reconciliation rules to link and create a single comprehensive profile for each customer, known as a Unified Individual." This document establishes that the output of identity resolution is the Unified Individual.

2. Salesforce Help, "Create a Segment in Data Cloud": "When you create a segment, you first choose what entity to segment on, for example, Unified Individual." This directly confirms that segmentation is performed on the Unified Individual entity. The examples and procedural steps consistently use the Unified Individual as the base object for building customer segments.

3. Salesforce Help, "Data Cloud Segmentation and Activation": "After your data is modeled and unified in Data Cloud, you can create segments of customers... A segment is a group of unified individuals that meet a set of criteria." This explicitly links the concepts of unification, the Unified Individual, and segmentation.