Identity Graph Event Stitching Across Channels With Cascading Rules

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Solution Overview

Problem

Businesses struggle to combine 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

VSEngineering Contradiction Analysis

1Adaptability or versatility

If customer data is collected from multiple communication channels using different identity namespaces, then data coverage across channels is improved, but data integration and combination capability deteriorates

Engineering Contradiction:

Improvedata coverage across channelsVSAvoiddata integration capability

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent introduces an identity graph as an intermediary data structure that maps relationships between different identity namespaces (e.g., device IDs, user IDs, email addresses) across communication channels. This intermediary enables translation and linkage between heterogeneous identity systems, allowing data from web, mobile, email, and social media channels to be integrated through the graph's relational structure without requiring direct integration between each channel's identity system.

Inventive Principle:

Principle #24Intermediary (Mediator)

2Reliability

If event records are maintained separately across different communication channels, then channel-specific data integrity is preserved, but cross-channel performance metric accuracy deteriorates

Engineering Contradiction:

Improvechannel-specific data integrityVSAvoidcross-channel performance metric accuracy

Core Design Contradiction:

ReliabilityVSMeasurement precision

Solution Approach 1:

The patent segments customer data into channel-specific event records that maintain their original context and integrity within each communication channel, while simultaneously creating unified customer profiles through identity graph lookups. This segmentation allows each channel's data to remain reliable and intact while the identity graph provides the connective tissue needed for accurate cross-channel metrics, avoiding the need to merge raw event records which would compromise channel-specific integrity.

Inventive Principle:

Principle #1Segmentation

3Adaptability or versatility

If identity graphs are used to perform lookups for each event record, then cross-channel data stitching capability is improved, but computing and networking resource consumption increases

Engineering Contradiction:

Improvecross-channel data stitching capabilityVSAvoidcomputing and networking resource consumption

Core Design Contradiction:

Adaptability or versatilityVSUse of energy by moving object

Solution Approach 1:

The patent performs preliminary actions by pre-processing event records to extract and standardize identity information before the main stitching operation. Identity graphs are built and cached in advance, allowing subsequent event record lookups to use these pre-computed structures rather than performing full cross-channel matching operations in real-time. This preliminary preparation significantly reduces the computational burden during the actual data stitching process.

Inventive Principle:

Principle #10Preliminary action

4Adaptability or versatility

If comprehensive customer data is collected across all channels, then customer experience personalization capability is improved, but data fragmentation increases

Engineering Contradiction:

Improvecustomer experience personalization capabilityVSAvoiddata fragmentation

Core Design Contradiction:

Adaptability or versatilityVSLoss of information

Solution Approach 1:

The patent merges fragmented customer data from multiple communication channels into unified customer profiles by using identity graphs to associate events across channels with a common customer identity. This merging process combines disparate data sources (web browsing, mobile app usage, email interactions, social media activity) into a cohesive view of the customer, enabling comprehensive personalization while eliminating fragmentation through the unifying identity graph structure.

Inventive Principle:

Principle #5Merging (Combining)

Data Source

PatentUS20260080174A1Cascading rules for cross-channel event stitching using identity graphs

Publication Date: 2026.03.19 ADOBE INC

AI summary

Methods and systems are provided for cascading rules 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 priority of common identity namespaces are determined based on a graph lookup of the identity graphs using a selected priority of graph lookup identity namespaces for each event record dataset of the event record datasets and the selected priority of common identity namespaces. The event record datasets from different communication channels are appended to include 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 event records.