STUDIO / RESOLVE IDENTITY

Identity graph

The decision a fan-data team makes thousands of times a day: are these the same person? Deterministic resolution stitches a fan's ticketing, app, email, and ad identifiers into one profile and keeps the provenance, so the merge is explainable and reversible. The fan and identifiers below are an illustrative synthetic example; the resolution pattern is the production one.

Source records

Ticketingtm_88421907
A. Riveraarivera@—season ticket
matched on email + name
Mobile appapp_5f2c…91a
device push tokenLondonloyalty tier 3
matched on email (login)
Email / CRMsf_0031N…7Qd
arivera@—+44 7…opted in
matched on email (deterministic)
Ad platformmeta_hash_3b9e…
hashed emailhashed phone
matched on hashed email + phone

Resolved profile

Fan #ZZ-100482
A. Rivera · London · loyalty tier 3
Linked identifiers
4
Match confidence
Deterministic
Survivorship
CRM > ticketing
Reversible
Yes, with lineage

One person, four systems, resolved without losing where each attribute came from.

Identity health

92.4%
Match rate
7.6%
Unresolved
3.1
Avg. identifiers / fan
0.3%
False-merge rate

These are the metrics that decide whether activation is safe. A low false-merge rate matters more than a high match rate: merging two fans into one is the error that quietly poisons a campaign.

A resolved, governed fan is what makes the rest possible: it is the unit the consent console governs and the Audience Builder segments and activates.