What is created when identities link consumers across multiple devices and channels?

When identities link consumers across multiple devices and channels, an identity graph is created. An identity graph is a comprehensive representation that connects various identifiers from a consumer, such as email addresses, social media profiles, cookies, and mobile device IDs. This interconnected view enables businesses to understand consumer behavior more effectively and enhance personalized experiences by recognizing the same individual across different platforms and interactions.

The identity graph plays a crucial role in omnichannel marketing strategies, allowing marketers to unify the data points related to an individual and deliver a coherent marketing message regardless of the device or channel being used. This holistic view not only improves targeting but also enhances overall customer experience and engagement, fostering a stronger relationship between the brand and the consumer.

In contrast, while a customer profile may capture information about individual preferences or demographics, it does not specifically address the linking of identities across different contexts. Similarly, an identity matrix and consumer segmentation, while related concepts within customer insights and analytics, do not specifically define the mechanism of linking consumer identities across channels and devices.