Fully Connect Journeys with Field-based and Graph-based Stitching
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Sep 11, 2024
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About This Presentation
Need to analyze how your clients interact across your channels, but the data resides in different data sources with different ids? Take advantage of stitching - one of the strengths of Customer Journey Analytics - to perform seamless cross-channel analysis. To unlock this stitching superpower, learn...
Slide Content
Connecting Journeys through
Identity Stitching
Stephanie Burton –Expert Solutions Consultant,
Adobe
NOAM Central User Group – September 2024
Identity Stitching
Stephanie Burton –Expert Solutions Consultant,
Adobe
NOAM Central User Group – September 2024
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Identity Stitching Summarized
Live Stitching
Constantly enriches identity
resolution with historical data.
Enriches identity resolution with past
data from different channels like
Adobe Analytics.
Complies with privacy regulation and
un-stitch those affected identities
across all channels.
Live data stitching and identity
resolution.
Replay Historical Data Backfill Historical Data Privacy & HIPAA Compliant
Social
Display Ads
SEO/SEM
Web
Mobile
Encounter
Data
Scheduling Billing
AJO Data
Call Centers
Cross-Channel Stitching: unlocks the
complete 360-degree view of a person in the
omnichannel journey.
Cross-Device Stitching: unlocks the digital journey
of a person.
With Third Party Cookies Going Away
stitching enables customers to utilize different data
channels to uncover a person.
Identity Resolution
Identity Stitching Summarized
Live Stitching
Constantly enriches identity
resolution with historical data.
Enriches identity resolution with past
data from different channels like
Adobe Analytics.
Complies with privacy regulation and
un-stitch those affected identities
across all channels.
Live data stitching and identity
resolution.
Replay Historical Data Backfill Historical Data Privacy & HIPAA Compliant
Social
Display Ads
SEO/SEM
Web
Mobile
Encounter
Data
Scheduling Billing
AJO Data
Call Centers
Cross-Channel Stitching: unlocks the
complete 360-degree view of a person in the
omnichannel journey.
Cross-Device Stitching: unlocks the digital journey
of a person.
With Third Party Cookies Going Away
stitching enables customers to utilize different data
channels to uncover a person.
Identity Resolution
Field Based Stitching
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Making connections
How do we connect our customer
touchpoints today?
Making connections
How do we connect our customer
touchpoints today?
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Direct Mail
Web
AJO Data
Display Ads
Customer Profile
Call Centers
Mobile
SEO/SEM
Email
Social
Customer ID
Customer ID
In some cases,
especially with
unknown traffic,
sources will have multiple
IDs, how do we handle
this?
ECID
Customer ID
We stitch known identities
Customer ID
Direct Mail
Web
AJO Data
Display Ads
Customer Profile
Call Centers
Mobile
SEO/SEM
Social
Customer ID
Customer ID
In some cases,
especially with
unknown traffic,
sources will have multiple
IDs, how do we handle
this?
ECID
Customer ID
We stitch known identities
Customer ID
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Visit
#
PV # ECID Customer
ID
1 1 123
2 123
3 123
4 123
2 1 123
2 123 Bob
Login Event
3 123 Bob
4 123 Bob
What if we used the cookie ID as
our person ID?
We would miss offline data!
What if we used the customer ID
as our person ID?
We would miss unauthenticated
traffic!
Field Based Stitching Method
Visit
#
PV # ECID Customer
ID
1 1 123
2 123
3 123
4 123
2 1 123
2 123 Bob
Login Event
3 123 Bob
4 123 Bob
What if we used the cookie ID as
our person ID?
We would miss offline data!
What if we used the customer ID
as our person ID?
We would miss unauthenticated
traffic!
Field Based Stitching Method
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Field Based Stitching Method
Vis
it #
PV
#
ECID Customer
ID
Stitched
ID
11 123 123
2 123 123
3 123 123
4 123 123
2 1 123 123
2 123 Bob
Login
Event
Bob
3 123 Bob Bob
4 123 Bob Bob
Identity Stitching:
Creates a new ID with the best ID
Vis
it #
PV
#
ECID Customer
ID
Stitched
ID
11 123 Bob
2 123 Bob
3 123 Bob
4 123 Bob
2 1 123 Bob
2 123 Bob
Login
Event
Bob
3 123 Bob Bob
4 123 Bob Bob
Identity Stitching: Restates history with newly captured Customer IDs
Replay Window
1 day/daily
7 days/weekly
* 14 days/weekly
* 30 days/weekly
*SKU dependent
Field Based Stitching Method
Vis
it #
PV
#
ECID Customer
ID
Stitched
ID
11 123 123
2 123 123
3 123 123
4 123 123
2 1 123 123
2 123 Bob
Login
Event
Bob
3 123 Bob Bob
4 123 Bob Bob
Identity Stitching:
Creates a new ID with the best ID
Vis
it #
PV
#
ECID Customer
ID
Stitched
ID
11 123 Bob
2 123 Bob
3 123 Bob
4 123 Bob
2 1 123 Bob
2 123 Bob
Login
Event
Bob
3 123 Bob Bob
4 123 Bob Bob
Identity Stitching: Restates history with newly captured Customer IDs
Replay Window
1 day/daily
7 days/weekly
* 14 days/weekly
* 30 days/weekly
*SKU dependent
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
How does this support Shared Devices?
Visit
#
PV # Cookie Customer ID
1 1 123
2 123
3 123
4 123
2 1 123
2 123 Bob
Login Event
3 123 Bob
4 123 Bob
FBS
TimestampPersistent
ID
Transient ID
1 123 Bob
2 123 Sue
3 123 Bob
Visit
#
PV #CookieCustomer
ID
Stitched
ID
1 1 123 123
2 123 123
3 123 123
4 123 123
2 1 123 123
2 123 Bob
Login Event
Bob
3 123 Bob Bob
4 123 Bob Bob
How does this support Shared Devices?
Visit
#
PV # Cookie Customer ID
1 1 123
2 123
3 123
4 123
2 1 123
2 123 Bob
Login Event
3 123 Bob
4 123 Bob
FBS
TimestampPersistent
ID
Transient ID
1 123 Bob
2 123 Sue
3 123 Bob
Visit
#
PV #CookieCustomer
ID
Stitched
ID
1 1 123 123
2 123 123
3 123 123
4 123 123
2 1 123 123
2 123 Bob
Login Event
Bob
3 123 Bob Bob
4 123 Bob Bob
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
How does this support Shared Devices?
Visit
#
PV # Cookie Customer ID
1 1 123
2 123
3 123
4 123
2 1 123
2 123 Bob
Login Event
3 123 Bob
4 123 Bob
FBS
TimestampPersistent
ID
Transient ID
1 123 Bob
2 123 Sue
3 123 Bob
Visit
#
PV #CookieCustomer
ID
Stitched
ID
1 1 123 Bob
2 123 Bob
3 123 Bob
4 123 Bob
2 1 123 Bob
2 123 Bob
Login Event
Bob
3 123 Bob Bob
4 123 Bob Bob
How does this support Shared Devices?
Visit
#
PV # Cookie Customer ID
1 1 123
2 123
3 123
4 123
2 1 123
2 123 Bob
Login Event
3 123 Bob
4 123 Bob
FBS
TimestampPersistent
ID
Transient ID
1 123 Bob
2 123 Sue
3 123 Bob
Visit
#
PV #CookieCustomer
ID
Stitched
ID
1 1 123 Bob
2 123 Bob
3 123 Bob
4 123 Bob
2 1 123 Bob
2 123 Bob
Login Event
Bob
3 123 Bob Bob
4 123 Bob Bob
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
How does this support Shared Devices?
Visit
#
PV # Cookie Customer ID
1 1 123
2 123
3 123
4 123
2 1 123
2 123 Bob
Login Event
3 123 Bob
4 123 Bob
FBS
TimestampPersistent
ID
Transient ID
1 123 Bob
2 123 Sue
3 123 Bob
Visit
#
PV #CookieCustomer
ID
Stitched
ID
1 1 123 Bob
2 123 Bob
3 123 Bob
4 123 Bob
2 1 123 Bob
2 123 Bob
Login Event
Bob
3 123 Sue Sue
4 123 Sue Sue
How does this support Shared Devices?
Visit
#
PV # Cookie Customer ID
1 1 123
2 123
3 123
4 123
2 1 123
2 123 Bob
Login Event
3 123 Bob
4 123 Bob
FBS
TimestampPersistent
ID
Transient ID
1 123 Bob
2 123 Sue
3 123 Bob
Visit
#
PV #CookieCustomer
ID
Stitched
ID
1 1 123 Bob
2 123 Bob
3 123 Bob
4 123 Bob
2 1 123 Bob
2 123 Bob
Login Event
Bob
3 123 Sue Sue
4 123 Sue Sue
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Direct Mail
Web
AJO Data
Display Ads
Customer Profile
Call Centers
Mobile
SEO/SEM
Email
Social
Customer ID
Customer ID
Stitched ID
CJA can now join these
data sources together,
including both
anonymous and known
web data.
Field Based Stitching Method
Customer ID
ID
Direct Mail
Web
AJO Data
Display Ads
Customer Profile
Call Centers
Mobile
SEO/SEM
Social
Customer ID
Customer ID
Stitched ID
CJA can now join these
data sources together,
including both
anonymous and known
web data.
Field Based Stitching Method
Customer ID
ID
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Field Based Stitching In Action…
Web/App Dataset Stitched Web/App Dataset
Field
Based
Stitching
Field Based Stitching In Action…
Web/App Dataset Stitched Web/App Dataset
Field
Based
Stitching
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Field Based Stitching In Action – Identification Rates
Stitched Web/App Dataset
Field Based Stitching In Action – Identification Rates
Stitched Web/App Dataset
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Benefits and Considerations – Field Based Stitching
•Allows for both authenticated and
unauthenticated data to exist.
•Able to connect customers to more offline
or outside channels of engagement.
•Supports shared devices.
•Attribution is carried across devices.
•Restatement of historical data allows for
greater accuracy in analyzing the customer
journey.
•Stitching does not transform the field used
for stitching in any manner. Stitching uses
the value in the specified field as it exists in
the unstitched dataset within data lake. The
stitching process is case-sensitive.
•Can not
use identity map fields for stitching
•Only solves for missing identification on events in one single dataset.
•Reliant on authentication event to occur within that single dataset.
•Still requires every dataset to have that same golden ID present to combine.
Benefits Considerations
Benefits and Considerations – Field Based Stitching
•Allows for both authenticated and
unauthenticated data to exist.
•Able to connect customers to more offline
or outside channels of engagement.
•Supports shared devices.
•Attribution is carried across devices.
•Restatement of historical data allows for
greater accuracy in analyzing the customer
journey.
•Stitching does not transform the field used
for stitching in any manner. Stitching uses
the value in the specified field as it exists in
the unstitched dataset within data lake. The
stitching process is case-sensitive.
•Can not
use identity map fields for stitching
•Only solves for missing identification on events in one single dataset.
•Reliant on authentication event to occur within that single dataset.
•Still requires every dataset to have that same golden ID present to combine.
Benefits Considerations
Graph Based Stitching
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Direct Mail
Web
AJO Data
SEO/SEM
Email
Call Centers
Mobile
VOC Survey
Customer
Profile
Social
Email
Customer ID
Phone
ECID
Customer ID
CJA relies on a
common person ID
to union data
together.
What about my
other data sources
without that Person
ID?
Email
Customer ID
ECID
Email
Disparate Data Sources
Direct Mail
Web
AJO Data
SEO/SEM
Call Centers
Mobile
VOC Survey
Customer
Profile
Social
Customer ID
Phone
ECID
Customer ID
CJA relies on a
common person ID
to union data
together.
What about my
other data sources
without that Person
ID?
Customer ID
ECID
Disparate Data Sources
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Travel Journey Use Case Datasets
ECID
Loyalty ID
•Page name
•Booking flag
•Trip/Product
•Revenue
•Marketing
channel
•Event type
H
e
l
e
n
H
e
l
e
n
Hash Phone
Loyalty ID
•Call reason
•Call length
•Reservation #
•Event type
ECID
Hash Email
•Reservation #
•Score
•Sentiment
•Event type
Hash Phone
Hash Email
•Reservation #
•Trip/Product
•Booking flag
•Booking channel
•Event type
Hash Email
Loyalty ID
•In flight purchase
•Revenue
•Entertainment type
•Event type
BOOK FLIGH T MANAGE T R IPS/CH E CK-IN FLIGHT STATUS
R ou n d tr i pOn e w a y M u lti-c ity
F r om To Number of passengers
P L A N T R AV E LTR IP INFOR MATION L OYA LT Y PR OG R A M
Se a rc h
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DELAYED
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patience. We care about providing you with
the best experience, so please grab a drink
on us. We will provide real-time updates
when it’s time to board.
Recei ve S MS Updates
A ccess Offers
Flight Status Find Trip B ook Flights
sevo i airlines
•Partner credit card
•Points balance
•Membership date
•Age
•Gender
•City
Hash Email
Loyalty ID
Web/App Call Center VOC CRM Seatback
Travel Journey Use Case Datasets
ECID
Loyalty ID
•Page name
•Booking flag
•Trip/Product
•Revenue
•Marketing
channel
•Event type
H
e
l
e
n
H
e
l
e
n
Hash Phone
Loyalty ID
•Call reason
•Call length
•Reservation #
•Event type
ECID
Hash Email
•Reservation #
•Score
•Sentiment
•Event type
Hash Phone
Hash Email
•Reservation #
•Trip/Product
•Booking flag
•Booking channel
•Event type
Hash Email
Loyalty ID
•In flight purchase
•Revenue
•Entertainment type
•Event type
BOOK FLIGH T MANAGE T R IPS/CH E CK-IN FLIGHT STATUS
R ou n d tr i pOn e w a y M u lti-c ity
F r om To Number of passengers
P L A N T R AV E LTR IP INFOR MATION L OYA LT Y PR OG R A M
Se a rc h
Need help with your reser vation? Click here or use the search bar
9:41
#0566
Dep art s 1:45 PM
A lex Van
PHL LAX
F R ID A Y, DECEMBER 31, 2021MPCWPS
D epart
1:45 PM
Ga te
A10
Te rmi na l
A-E ast
S eat
32H
Upgrades C heck i n
W e Apologize f or Any Inconvenience
DELAYED
Due to adverse weather, flight 0566 will
depart at 1:45 PM. We appreciate your
patience. We care about providing you with
the best experience, so please grab a drink
on us. We will provide real-time updates
when it’s time to board.
Recei ve S MS Updates
A ccess Offers
Flight Status Find Trip B ook Flights
sevo i airlines
•Partner credit card
•Points balance
•Membership date
•Age
•Gender
•City
Hash Email
Loyalty ID
Web/App Call Center VOC CRM Seatback
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Data Ingestion
Data Ingestion
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Infusing the graph with rich identities
Infusing the graph with rich identities
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Boost the Umami: How do we use the graph?
Email
Person ID
Phone
ECID
Connection
via Email
Email &
Loyalty IDSeatback
Phone &
Email CRM
ECID &
Email VOC
ECID &
Loyalty IDWeb
Phone &
Loyalty ID
Call
Center
Boost the Umami: How do we use the graph?
Person ID
Phone
ECID
Connection
via Email
Email &
Loyalty IDSeatback
Phone &
Email CRM
ECID &
Email VOC
ECID &
Loyalty IDWeb
Phone &
Loyalty ID
Call
Center
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
How do we use the graph?
Email
Person ID
Phone
ECID
Connection
via Email
Seatback
CRM
VOC
Web
Call
Center
ECID &
Email
Email &
Loyalty ID
Phone &
Email
Phone &
Loyalty ID
ECID &
Loyalty ID
How do we use the graph?
Person ID
Phone
ECID
Connection
via Email
Seatback
CRM
VOC
Web
Call
Center
ECID &
Email &
Loyalty ID
Phone &
Phone &
Loyalty ID
ECID &
Loyalty ID
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
How do we use the graph?
Email
Person ID
Phone
ECID
Connection
via Email
Seatback
CRM
VOC
Web
Call
Center
ECID &
Loyalty ID
Phone &
Loyalty ID
Email
How do we use the graph?
Person ID
Phone
ECID
Connection
via Email
Seatback
CRM
VOC
Web
Call
Center
ECID &
Loyalty ID
Phone &
Loyalty ID
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
How do we use the graph?
How do we use the graph?
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Graph Based Stitching In Action
Web/App Dataset GBS Stitched Web/App Dataset
Graph
Based
Stitching
Persistent ID
Graph Based Stitching In Action
Web/App Dataset GBS Stitched Web/App Dataset
Graph
Based
Stitching
Persistent ID
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Graph Based Stitching in Action - Identification Rates
GBS Stitched Web/App Dataset
Metric
Metric
Filter Filter
Graph Based Stitching in Action - Identification Rates
GBS Stitched Web/App Dataset
Metric
Metric
Filter Filter
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Graph Based Stitching In Action – Data Sources
Data Sources Connected
Before: After:
Graph Based Stitching In Action – Data Sources
Data Sources Connected
Before: After:
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Graph Based Stitching In Action - Journeys
Graph Based Stitching In Action - Journeys
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Graph Based Stitching In Action - Journeys
Broken Journeys Before….
Graph Based Stitching In Action - Journeys
Broken Journeys Before….
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Graph Based Stitching In Action - Journeys
Broken Journeys Before….
Graph Based Stitching In Action - Journeys
Broken Journeys Before….
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
Graph Based Stitching In Action - Journeys
Connected Journeys After….
Graph Based Stitching In Action - Journeys
Connected Journeys After….
© 2023 Adobe. All Rights Reserved. Adobe Confidential.
ConsiderationsBenefits
Benefits and Considerations – Graph Based Stitching
•Connect and view the holistic journey of
customers across channels.
•Improve identification rates using a
cluster of identities known in a graph.
•Join more data sources together without
requiring additional ETL processes to
append missing identity fields.
•Have the same consistent understanding
of a “person” across all AEP app services.
•GBS won’t support shared devices on
first release.
•No identity Map
support for stitching–
ECID or any namespace will need to be
copied into in other fields.
•UIS limitation of 50 IDs per graph
•Only one ID should be chosen as the
preferred or golden ID for stitching upon first release.
ConsiderationsBenefits
Benefits and Considerations – Graph Based Stitching
•Connect and view the holistic journey of
customers across channels.
•Improve identification rates using a
cluster of identities known in a graph.
•Join more data sources together without
requiring additional ETL processes to
append missing identity fields.
•Have the same consistent understanding
of a “person” across all AEP app services.
•GBS won’t support shared devices on
first release.
•No identity Map
support for stitching–
ECID or any namespace will need to be
copied into in other fields.
•UIS limitation of 50 IDs per graph
•Only one ID should be chosen as the
preferred or golden ID for stitching upon first release.
Questions….
What you need to know…
Categories
Customer ServiceDownload
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