Identity Graph Event Stitching for Cross-Channel Metric Accuracy
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Solution Overview
Problem
Businesses face challenges in combining customer data across different communication channels and devices, leading to fragmented customer interactions and inefficient use of computing and networking resources due to the inability to stitch customer data effectively, resulting in inaccurate performance metrics and redundant marketing efforts.
Innovation Solution
Implement cross-channel event stitching using identity graphs to append event records from various communication channels with a common identity namespace, enabling the generation of performance metrics and personalized customer experiences across channels.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If event records from different communication channels are collected separately with different identity namespaces, then data collection from various channels is simplified, but customer data cannot be combined across channels leading to fragmentation
Solution Approach 1:
The patent introduces identity graphs as an intermediary data structure that maps relationships between different identity namespaces (e.g., device IDs, user profiles, session identifiers) across communication channels. The event stitching service uses these identity graphs to translate and correlate events from different channels, enabling unified customer journey analysis without requiring changes to existing data collection processes at each channel.
2Ease of manufacture
If separate identity namespaces are used for each communication channel, then channel-specific data collection is easier, but computing and networking resources are inefficiently used due to inability to combine data
Solution Approach 1:
The event stitching service acts as an intermediary layer that receives events from various channels with their native identity namespaces, enriches them with additional identity information from identity graphs, and outputs unified events with common identity namespaces. This approach maintains the simplicity of channel-specific data collection while enabling efficient resource utilization through consolidated analytics.
Solution Approach 2:
The system segments the identity resolution process into distinct components: identity graph construction from reference data, event enrichment by looking up identity relationships, and unified event output. This segmentation allows each component to operate independently and efficiently, reducing overall system complexity and resource consumption.
3Device complexity
If event records are not stitched with common identity namespace, then data processing is simpler, but performance metrics are inaccurate and marketing efforts are redundant
Solution Approach 1:
The system performs preliminary actions by pre-building identity graphs from available reference data (user profiles, device information, historical events) before event stitching is needed. This pre-computation of identity relationships enables rapid event enrichment and accurate performance metric calculation without adding significant complexity to the real-time data processing pipeline.
Data Source
AI summary
Methods and systems are provided for cross-channel event stitching using identity graphs. In embodiments described herein, event record datasets from different communication channels are accessed and identity graphs are generated based on the event record datasets. Detected identity values for a selected common identity namespace are determined based on a graph lookup of the identity graphs using a selected graph lookup identity namespace for each event record dataset of the event record datasets and the selected common identity namespace. The event record datasets from different communication channels are appended to include the selected common identity namespace with the detected identity values. Performance metrics can then be generated across the different communication channels based on event data and the detected identity values of the selected common identity namespace of the event records.