Marketing Glossary - Intelligence - Identity Graph Expansion

Identity Graph Expansion

What is Identity Graph Expansion?

Identity Graph Expansion refers to the process of enhancing and broadening an identity graph by integrating additional data sources and improving the accuracy and completeness of customer profiles. An identity graph maps out the relationships between various identifiers, such as email addresses, device IDs, and social media profiles, to create a unified view of an individual across multiple channels and touchpoints.

Where is it Used?

Identity graph expansion is used in digital marketing, customer relationship management, data management, and personalization. It helps businesses create comprehensive customer profiles, enabling more effective targeting, personalization, and customer insights.

How Does it Work?

Identity graph expansion works by:

  • Data Collection: Gathering data from various sources, including online interactions, offline transactions, and third-party data providers.
  • Data Integration: Integrating data from multiple sources to enhance the identity graph.
  • Matching and Linking: Using algorithms to match and link different identifiers to the same individual.
  • Profile Enrichment: Enriching customer profiles with additional data points, such as demographic information, purchase history, and social media activity.
  • Continuous Update: Continuously updating and refining the identity graph to ensure accuracy and completeness.

Why is it Important?

Identity graph expansion is important because it provides a more comprehensive and accurate view of customers, enabling businesses to deliver personalized experiences, improve targeting, and gain deeper customer insights. By expanding the identity graph, businesses can better understand customer behavior and preferences across multiple channels.

Key Takeaways/Elements:

  • Comprehensive Profiles: Creates detailed and accurate customer profiles.
  • Data Integration: Integrates data from multiple sources for a unified view.
  • Improved Targeting: Enhances targeting and personalization efforts.
  • Customer Insights: Provides deeper insights into customer behavior and preferences.
  • Continuous Update: Ensures the identity graph remains accurate and up-to-date.

Use Case:

A retail company uses identity graph expansion to integrate data from online purchases, in-store transactions, and social media interactions. By creating a unified customer profile, the company can deliver personalized marketing messages, recommend products based on purchase history, and improve customer engagement across all channels.

Frequently Asked Questions (FAQs):

What types of data are used for identity graph expansion?

Data includes online interactions, offline transactions, social media activity, and third-party data.

How can identity graph expansion improve personalization?

It provides a comprehensive view of the customer, allowing businesses to deliver highly personalized experiences based on accurate and detailed profiles.

What tools are used for identity graph expansion?

Tools include customer data platforms (CDPs), data management platforms (DMPs), and identity resolution services.

Why is data integration important in identity graph expansion?

Data integration ensures that all relevant data points are connected, creating a unified and accurate customer profile.

How often should identity graphs be updated?

Identity graphs should be updated continuously to ensure accuracy and reflect the latest customer data.