The prospect of data deprecation and imminent technology change leaves customer insights leaders at fast-moving consumer goods (FMCG) firms caught between regulations, external stakeholder demands, and their own company objectives. Thus, FMCG customer insights leaders need a strategic approach to customer identity resolution. You can make substantial progress despite technical uncertainties because you can tackle identity resolution’s equally critical nontechnical elements right now. We outline six best practices for tackling the organizational challenges of data governance and consumer identity resolution.