An identity graph is a database that links all unique customer identifiers and events to a single user profile. The purpose of an identity graph is to update in real-time as more data becomes available to ensure you have the most accurate and up-to-date view of your customers to power your most complex personalization use cases.
The process of matching and linking customer records from disparate sources is called identity resolution. Identity resolution is designed to combat browser limitations while being 100% privacy-compliant. Browser limitations refer to different browsers deleting tracking cookies after a certain period of time. This period varies from browser to browser, and also the types of trackers that have been installed on the website.
The first-party identity graph offers following capabilities:
Stores all identifiers of a user (Name, contact, form fills, registrations, etc)
Stores all marketing identifiers (fbp, gcid, etc)
Enriches the identities with external identifiers (additional integration required)
Links all anonymous identifiers to known identifiers.
Persists the identities on the browser's storage
Syncs the identities to the server-side
Using a first-party identity graph enables you to:
Track anonymous customer profiles
Track more anonymous (logged out) returning customers
Improve match rates on ad channels for retargeting
Trigger more marketing automation flows