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Data and profile
Identity Graph
Identity graph
An Identity Graph links observed identifiers to represent which fragments may belong to the same person or entity. It resolves evidence; it does not invent relationships.
- When it applies
- It appears when events, CRM, apps, and other systems identify the customer differently and need to converge into an operating view.
- What it is confused with
- It is not the full profile or an automatic deduplication rule. The graph links identities; Profile combines fragments according to those relationships and policies.
- Architecture consequence
- Quality depends on namespaces, authority, and overlap across sources. When shared evidence is missing, the durable fix usually belongs in the source contract.