The term “identity stitching” refers to the process by which user data and identifiers are unified in order to create an even more complete and profiled single user/customer view.
The process of ” identity stitching” is important for a company as it allows it to:
- identify users connecting from different devices such as desktop and mobile;
- identify users who log on across multiple platforms such as website and APP;
- identify users before and after they log in to the website or APP.
As can be imagined, the more precise the “identity stiching” process, the greater the possibility of accurately reconstructing the user’s customer journey.
To this end, it is appropriate to:
- access different forms of identity and unify them;
- identify correct and appropriate times and ways to rejuvenate the user;
- choose customer engagement strategies and activities;
- analyze the results achieved for further activities to personalize the user’s customer experience.
Usually an “identity stiching” process involves three basic elements:
- a set of properties related to an event that can identify a user;
- the understanding of how these user identifiers map onto each other;
- a way to use mapping and identify all events for a user, even when not all these properties are available.
