Narrator maintains and reconciles customer IDs so that you can track a single customer across multiple data sources.
Narrator uses three columns in each Activity Transformation to apply identity resolution.
anonymous customer ID assigned by the data source (ie. cookie_id)
Note: this must be unique for each user in the activity_stream
the universal identifier used for customers across your business (usually email address)
the timestamp of the activity
Identity resolution is applied automatically
For activities with a non-null
customer, Narrator's processing will automatically associate the previously anonymous user with their identified customer identifier for historical and future activities.
Narrator takes all the activities that have a
anonymous_customer_id and creates a mapping table using:
Based on this mapping Narrator will update all historical data for
anonymous_customer_id with the
customer for activities that happened between
Identity resolution is often extremely challenging because you need to bridge multiple data sources and those queries become complicated and challenging to maintain.
In Narrator, you just write the activities you want and if there is a link between the
customer, Narrator will create that association. You can write as many small transformations as needed to link
anonymous_customer_id to their
customer because Narrator will handle the mapping.
Finally, because Narrator uses time to manage the mapping, these cases are handled:
- Many users on a shared device.
- One user on multiple devices.
- Risk of duplication when mapping.
Identity resolution happens immediately after the Activity Stream is updated.
- When should I use
- How does Narrator handle Identity Resolution for users on a shared device?
- How to improve identity resolution by creating dedicated activities for identity resolution
Identity resolution is crucial to mapping users across systems
Identity resolution plays a critical part in mapping users across systems. We've compiled a few resources to help you make sure you have solid tracking in place when it comes to identity resolution.
Our data team is here to help! Here are a couple ways to get in touch...
💬 Chat us from within Narrator
💌 Email us at [email protected]
🗓 Or schedule a 15 minute meeting with our data team
Updated about 1 month ago