Identity Streme Overview

Identity Streme accepts fragmented customer identifiers and uses the Identity Graph to map those identifiers to a single individual along with one or many customer specific (initiated) identifiers (e.g. loyalty ID, member ID). The result is a unique, persistent identifier from FullContact called a PersonID.

You can use FullContact's Identity Streme to map your CRM, call center, mailing address, and other customer information from various platforms to get real-time, two-way consolidation and updating of customer information with high match rates and confidence levels.

What can you do with Identity Streme?

Unify your fragmented customer data points down to a persistent PersonID.

Identity Streme accepts fragmented user, customer and prospect data as multi-field identifiers, matching against the FullContact Identity Graph to recognize them down to a Person level. This match is expressed in what FullContact calls the PersonID, which is customer-scoped, unique per person, persistent and portable, and of course secure. Connections between customer and user databases can be established to the PersonID through FullContact Identity Streme, allowing FullContact customers to provide a unified client experience and journey.

Benefits of resolving identifiers to a PersonID:

Seamlessly stitch together customer and prospect data across your ecosystem
Recognize your customers and prospects in real-time, across numerous channels
To de-duplicate customer records down to a single person

Map fragmented records to internal identifiers in the Identity Streme

In addition to the PersonID, Resolve supports the ability to map custom identifiers, such as a customerID, loyaltyID, CDPID and any other internal database ID to the respective user/customer/prospect data (multi-field). You can also leverage this feature to associate analytics data (such as visitIDs and/or orderIDs) as you can map multiple identifiers to a single person.

Benefits of mapping custom identifiers to user/prospect data:

Immediately know which data set a person is a part of at the moment of resolution, based on which RecordIDs are returned
Offer a prospect or customer a tailored experience appropriate for the moment based on their existing relationship with you
More securely query FullContact APIs with non-sensitive input parameters by using RecordIDs

Recognize anonymous website traffic by leveraging Customer Recognition Tags

Resolve real-time traffic on your website down to a personID using an embedded webtag provided by FullContact.

What is FullContact's Identity Streme?

Identity Streme leverages the person-centric identity graph to accept fragmented & incomplete identifiers and consolidates them down to a single person.

The Identity Streme maintains a mapping between FullContact’s internal IDs and the PersonID. As the underlying graph data changes (your customer gets a new phone number, etc.), the Identity Streme will ensure these mappings remain up to date. Additionally, it will accept custom identifiers (RecordIDs) so you can use your internalIDs to interact with Resolve and Enrich, as well as attach additional metadata to each RecordID.

Benefits of the Identity Streme:

Maintain mapping between internal ID and client persistent identifiers (personID)
Allow custom identifiers (RecordID) to be associated with dynamically changing people in the graph
Associate metadata with custom identifiers (RecordIDs)
Segment portions of your Identity Streme using customer tags.

Interacting with Identity Streme

There are multiple API methods that can be used to interact with the Identity Streme:

identity.resolve - Resolve a Customer Record (multi-field input) down to a PersonID

identity.map - Map a Customer Record by sending any acceptable multi field identifier combination for each customer/client record. The RecordID is a unique, custom identifier.

identity.delete - Delete a Customer Record from the Identity Streme

Can PersonIDs (PIDs) change? Why would this occur?

With our Identity Graph constantly updating, there are typically two instances when PID changes occur:

Merge Instances - this occurs when two or more PIDs that were previously returned based on inputted contact fragments are now found to be connected inside our Identity Graph.
Split Instances - this occurs when one PID has been determined to have connected two or more individuals together inside our Identity Graph. This is generally seen in household relationship use cases. In split instances, it is recommended that the first PID in the list should be used for ongoing customer recognition.