The pattern that resolves pre-identified behavior to a person once they identify themselves through login, form submission, or purchase. Connects session-level behavior captured under an anonymous identifier (typically a device ID or session cookie) to a stable user record, carrying the prior behavioral context forward. Foundation of nearly every personalization, attribution, and conversion analytics recipe.
The capability a stack needs to run this pattern, and the vendors that provide it, on Martech Stack Builder.
Resolve individual visitors to the account they belong to, so the buying committee shows up as one account rather than scattered anonymous leads
Recover the abandon that happened on the phone and the purchase that continues on the laptop, as one customer rather than two
Target CTV from your own customer segments and measure the reach you actually added above linear, rather than buying impressions on faith
Connect the same person across phone, laptop, and tablet using signals you can stand behind, with an honest fallback when you cannot
Run identity resolution behind one service rather than each downstream system maintaining its own join logic, so a single resolution rule survives the next stack change
Merge the customer records that drifted apart over time, with the matching rules, the merge decisions, and the rollback path that lets a wrong merge be undone
Normalize email at capture so [email protected], [email protected], and [email protected] all resolve to the same person, before they become three records
Push the segments you own to the ad platforms, as seeds and as targeting, instead of renting the platforms' own decaying interest signals
Reconcile a person's anonymous and authenticated states when their consent decisions differ between them, without leaking the un-consented context into the consented one
Standardize phone formats across every capture point so SMS reaches the whole file, not just the records that happened to be entered cleanly
Stop showing ads to people who already bought
Cross-platform suppression with consent propagation
Reclaim the conversion signal you lost to browser-side tracking decay