Profiles and Identity Resolution
A User Profile is the product of many Identity Fragments. These are the pieces of information we combine to
form a User Profile, potentially from multiple channels. Anonymous Visitors will be a User Profile comprised
of a single Identity Fragment (based on the
_uid By Field), but Known Users will be a graph of many Identity
Fragments. For instance, if you use Lytics on your work computer, go home and check up on a campaign from your
home computer, Lytics sees you as three Identity Fragments. There is your
_uid associated with your work
_uid associated with your home computer, and the user_id associated with your Lytics account.
Lytics will automatically resolve Identity Fragments to create these rich User Profiles. Since you logged into
Lytics from a computer, Lytics can automatically determine that the
_uid for the computer should be associated
user_id for your Lytics account.
This can happen for proprietary information, such as your Lytics user_id, as well as standardized information, such as email addresses.
Here’s a common sequence of events that will result in a Known User through a lead capture form.
- An anonymous visitor checks out your website.
- They come back the next day to read new content.
- At this point, Lytics sees them as an anonymous visitor with multiple visits.
- A well-timed campaign, targeted at anonymous visitors with multiple visits, prompts for a newsletter sign up.
- The anonymous visitor happily enters their email address to receive updates.
- At this point, the
_uidof the anonymous user becomes associated with the email address they just used to sign up for the newsletter.
- All of the same information that was known about this anonymous visitor is preserved, and an email address is known in addition to it.
Knowing that the user has already joined the mailing list can make for a better experience when they aren’t blindly targeted by the newsletter signup on later visits.
Beyond cookies and email addresses
As your Lytics account matures, truly becoming a platform for all your customer data, there will be more identifiers than cookies and email addresses. For instance, Salesforce has an identifier for every lead and Facebook has their own identifier associated with each Facebook user. Lytics supports these identifiers as well as proprietary identifiers, such as first-party databases. The same identity resolution process will resolve all Identity Fragments for every identifier (By Field). The result is larger, richer, Identity Fragment graphs that Lytics presents as simplified User Profiles.
In summary, the more data in Lytics, the richer the user profiles, the more accurate and extravagant campaigns can be.