One identity · The matching · Element
The identifier
What the matching relies on.
The part
What it is
Email, account number, phone or a device identifier. Each has different persistence and different availability at different points in the journey.
An identifier available only after purchase cannot help with anything before it, which is where most of the anonymity problem sits.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the matching
The method
How records are matched.
LearnThe coverage
What proportion of interactions can be attributed.
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