Identity graph

One fan, four systems, resolved into a single profile you can explain and reverse.

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.

How it works

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 on this page are an illustrative synthetic example. The resolution pattern is the production one.