Personas: Identity Resolution

Identity Graph

Identity Resolution is a major new upgrade to the Segment platform. The Segment Identity Graph merges the complete history of each customer into a single profile, no matter where they interact with your business. Identity Resolution allows you to understand a user’s interaction across web, mobile, server, and third party partner touch-points in realtime, using an online and offline ID graph with support for cookie IDs, device IDs, emails, and custom external IDs. If you are sending the group call, you can also understand user behavior at the account-level.

Highlights

  1. Supports existing data — no additional code or setup required
  2. Supports all channels — stitches web + mobile + server + third party interactions into the same user
  3. Supports anonymous identity stitching — by using merging child sessions into parent sessions
  4. Supports user:account relationships - for b2b companies, generates a graph of relationships between users and accounts
  5. Realtime — merges realtime data streams, tested at 50,000 resolutions/second with a P95 resolve duration of 7ms

Technical Highlights

  1. Supports custom external IDs — bring your own external IDs
  2. Customizable ID Rules — allows you to enforce uniqueness on select external IDs and customize which external IDs and sources cause associations
  3. Merge Protection — automatically detects and solves identity issues such as non unique anonymous IDs and the library problem using our priority trust algorithm
  4. Maintains persistent ID — multiple external IDs get matched to one persistent ID.

Identity Example

Let’s say a new anonymous user visits your Pricing page:

analytics.page('Pricing', {
  anonymousId: 'anon_123'
  title: 'Acme Pricing',
  url: 'https://acme.com/pricing',
  referrer: 'https://google.com/'
});

At this point, the Identity Graph will create a new user with external id (anonymous_id: anon_123) and a persistent and globally unique segment_id, in this case: use_4paotyretuj4Ta2bEYQ0vKOq1e7.

Any new events received with the same external id (anonymous_id: anon_123) will be appended to same user use_4paotyretuj4Ta2bEYQ0vKOq1e7.

Next, the user goes to a signup form and signs up:

analytics.track('User Signup', {
  userId: 'use_123',
  anonymousId: 'anon_123'
});

At this point, the Identity Graph associates external ID (user_id: use_123) with the same user use_4paotyretuj4Ta2bEYQ0vKOq1e7.

And if you’re going beyond customer data (the users collection), Personas will automatically resolve identity for any other external ID’s that you bind to users - such as a phone number or any custom identifier that you support. As seen in the below example, you can send custom externalIds in the context object of any call to our API.

analytics.track('Subscription Upgraded', {
   plan: 'Pro',
   mrr: 99.99
}, {
  externalIds: [
    {
      id: '123-456-7890',
      type: 'phone',
      collection: 'users',
      encoding: 'none'
    }
  ]
})

Personas will automatically create a user (user_id: use_123) with the custom externalId (phone: 123-456-7890). Then, you query the users phone record by using the external id (phone: 123-456-7890), or update this profile using that externalId going forward. (Note: externalIDs must be lower-case.)



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