Experience Platform · Identity Service
How many profiles does one person have?
Laura adds a product to her basket on the website and buys it in the app. Without a shared identity, these look like different customers. Start by connecting them. Then explore Marc and Núria’s profiles and the risk of joining two people.
Example assumptions
People, values and shop are made up. CRMID and loyaltyId are custom namespaces for this example.
Real-Time Customer Profile
The profiles that result
Compare with the starting state and follow Laura first. Identity and event details are below.
AJO · Target · operations
What happens in AJO, Target and operations
What each team sees with the profiles above.
The recommendation
Shared identities at the source, CRMID as a unique namespace, and stitching only as a bridge
The graph cannot invent relationships the sources do not send. The lasting fix is in data collection. Identity Service protects it, and the Data Distiller job only fills the gap in the meantime.
- 01
Identity contract per source
Web SDK with ECID and, after login, Email in the identityMap. Mobile SDK with CRMID. The AJO landing page identifies the click. The store POS resolves CRMID from the loyalty card.
- 02
The phone, as the CRM stores it
The call centre sends +34600000111 in the Phone (E.164) namespace. If it sends 600 000 111 in Phone, they are two different identities.
- 03
Identity Graph Linking Rules
CRMID as a unique namespace with the highest priority. A shared phone or device no longer merges two people. Adobe requires that namespace on every known profile.
- 04
Stitching with an expiry date
If you need a Data Distiller job that writes bridge records, give it an owner and a retirement condition. Once it has gone several weeks without writing anything, turn it off.