Visitor stitching refers to the mode and procedures by which data about a user, collected from multiple devices, can be traced back to a single profile.
It is what in MarTech solutions, such as the Customer Data Platform, allows data to be collected and normalised at the single customer view level and therefore enables effective strategies for personalising and enhancing the customer experience.
While at the level of web analytics, data collected from different devices, albeit belonging to the same user, is often tracked as if it were information belonging to different users, with Visitor Stitching this is not the case and a 360-degree mapping of the user can be obtained, updated in real time.
Identifying and unique data, such as email addresses, can thus be recognised across multiple devices and the collected data linked to them, attributed to a unique user profile.
As we can easily guess, visitor stitching thus makes it possible to enrich the profiles of one’s users with valuable data and information that enable very advanced dynamic profiling and segmentation activities.
It is here that lies the real key to effective omnichannel customer experience personalisation strategies through marketing automation and web personalisation activities.
