Omnichannel Integration · One identity · Component
The matching
How interactions are attributed to a person — the precondition for everything else in this object.
The deliverable
What it is
Deterministic matching on an identifier the customer provides is accurate and incomplete. Probabilistic matching fills the gaps and occasionally joins two different people.
The design question is what identifier can be obtained early and used consistently, and it is worth designing the experience around obtaining it.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The identifier
What the matching relies on.
3 attributes: Identifier · Available from · Persistence
LearnThe coverage
What proportion of interactions can be attributed.
3 attributes: Matched · At stage · Trend
Learn
An identifier available only after purchase cannot help before it, which is where the anonymity problem actually sits.
The other components in one identity
The failure rate
How often resolution fails, and how often it matches wrongly — because the second failure is worse than the first.
LearnThe customer route
How a customer can link their own records — because many will, if it is easy and the benefit is visible.
Learn