Identity Resolution

What It Is

A first-time visitor is anonymous. The moment they identify themselves (form fill, login), identity resolution retroactively connects their prior anonymous sessions to that known identity, producing a single journey across visits and devices instead of disconnected rows.

Two Approaches

  • Deterministic — match on a key the user actually provides (email, account login). Accurate; the default for B2B where a form fill or login is the norm.
  • Probabilistic — infer the same user from device/IP/behavioral signals. Fills gaps but is noisier and consent-sensitive; use cautiously.

How It Applies to Marketing Factory

Identity resolution is what makes attribution and scoring possible at all — without it the known customer and their anonymous research sessions are unrelated data. It consumes the identity keys defined in the event-tracking-schema, is implemented inside the privacy-resilient-tracking stack (server-side, first-party), and underpins both marketing-attribution and lead scoring. It also sharpens the ideal-customer-profile by uniting a contact's full behavioral history. Stitching logic is agent-ownable; the probabilistic side is consent-gated.

Referenced from: marketing-data-layer