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Data and profile
Identity stitching
Stitching identities of the same customer
Identity stitching is joining the identifiers one person leaves across channels, such as a cookie, an email, and a customer number, so the system treats them as a single profile.
- When it applies
- It fits when analysis or activation must join channels, and when the same customer arrives through web, app, and contact center without identifying the same way in each.
- What it is confused with
- It is not a feature you switch on. It is the result of which identifiers are sent and at what quality. A session identifier sent as if it were a person identifier merges profiles that are not the same person.
- Architecture consequence
- A badly sent identifier is not cleaned by deleting a field: it may have merged profiles and that has to be undone. This is why identity is treated as a source contract and validated at ingestion.
Related concepts
- Identity Graph
- Identity namespace
- Profile
- Merge policy