1. Audience and insights

Identity resolution

Identity resolution is the process of identifying anonymous site visitors and unifying their profiles across multiple devices, channels, and sessions in real time.

Consider how often visitors interact with brands across multiple touchpoints. For example, they might browse on laptops during work hours, research on mobile devices during commutes, and make purchases on tablets at home.

Without identity resolution, each interaction creates a separate, disconnected profile.

With identity resolution, these fragmented interactions are recognized and linked into a single, unified profile. When a site visitor provides identifying information such as an email address, phone number, or loyalty number, SitecoreAI runs a matching algorithm to find and link related profiles based on your organization's identity rules.

Identity resolution provides the following advantages:

  • Consolidates fragmented site visitor data into complete profiles automatically.

  • Recognizes returning site visitors regardless of device or channel.

  • Links profiles that belong to the same site visitor automatically, eliminating manual data deduplication.

  • Enables marketers to make data-driven decisions based on complete user journeys, not fragmented interactions.

Components of identity resolution

Identity resolution requires two components:

  1. IDENTITY events - data captured about site visitors, typically in registration, login, and signup forms. These events contain identifying information such as email addresses.

  2. Identity rules - configuration that defines which identifying information (such as email addresses) SitecoreAI uses to match and link profiles.

Setting up identity resolution

For data privacy and compliance reasons, SitecoreAI does not perform any identity resolution by default. As an organization admin or owner, you can opt in to identity resolution by completing the following steps:

  1. Start capturing IDENTITY events - use the Sitecore Cloud SDK to send IDENTITY events from your site to SitecoreAI. This task is typically handled by a developer.

  2. Create an identity rule - for example, a rule that matches identities based on the email addresses captured in IDENTITY events. This task is typically handled by an organization admin or owner.

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