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Identity Resolution & Customer 360 Architecture

In modern omnichannel commerce, individual consumers interact with brands across dozens of disconnected touchpoints: anonymous website visits, mobile app sessions, email newsletter clicks, retail POS transactions, and paid ad impressions.

DriveMetaData (DMD) provides an Identity Resolution Engine that bridges these fragmented identifiers into a persistent, canonical Single Customer View (Customer 360).

1. The Canonical Identifier: DMD UID​

Every resolved individual in the DriveMetaData data layer is assigned a persistent universal identifier: DMD UID (e.g., usr-101 or dmd_uid_8f7b2c).

  • Client vs. Global Scope: The DMD UID is partitioned strictly by Client-ID and Workspace-ID, ensuring customer graphs from different enterprise tenants never collide or cross-pollinate.
  • ID Aliasing & Stitching: When an anonymous visitor (tracked only by a browser cookie) later signs in or completes checkout with an email address, the engine automatically aliases the historical cookie events to the authenticated DMD UID, creating an unbroken customer journey timeline.

2. Deterministic vs. Probabilistic Matching​

DMD combines two matching methodologies to resolve customer identities:

Matching ParadigmMechanismConfidence LevelTypical Data SourcesUsage Policy
Deterministic MatchingExact 1:1 match on unique, verified customer keys.100%Email address, mobile phone number, customer account ID, loyalty card number.Default for paid activation, financial reporting, and customer profile merging.
Probabilistic MatchingStatistical clustering based on non-unique device and behavioral signals.70% – 90%IP address subnet, device platform, browser user-agent, geographic proximity, session timing.Used for top-of-funnel cross-device reach expansion and anonymous audience clustering.

Deterministic Precedence Rule​

When resolving customer journeys, deterministic links always take precedence. If a probabilistic match conflicts with an established deterministic identity cluster, the engine suppresses the probabilistic link and routes the record to the Policy Review queue.

3. Identity Quality Scoring (0–100)​

Every customer profile is evaluated by the Identity Quality Scorer, generating a numerical metric between 0 and 100 reflecting the richness, freshness, and reliability of the customer's identity graph.

Identity Quality Score = (Completeness Weight * 40) + (Verification Weight * 40) + (Recency Weight * 20)
  1. Identifier Completeness (40%):
    • Verified Email present: +20 points
    • Verified Mobile number present: +15 points
    • First & Last Name present: +5 points
  2. Channel Verification (40%):
    • Double opt-in confirmed via OTP or magic link: +25 points
    • Outbound communication successfully delivered: +15 points
  3. Signal Recency (20%):
    • Active interaction recorded in the last 14 days: +20 points
    • Active interaction within 15–60 days: +10 points
    • Inactive for over 60 days: 0 points

Quality Tiers​

  • Tier 1: High Quality (80–100): Fully verified profiles eligible for direct 1:1 activation across SMS, WhatsApp, and paid ad network customer match.
  • Tier 2: Medium Quality (50–79): Partially enriched profiles (e.g., email present, but phone unverified); suitable for email journeys and on-site personalization.
  • Tier 3: Low Quality (under 50): Anonymous or fragmented profiles requiring identity enrichment before marketing deployment.

4. Privacy by Design & PII Redaction Architecture​

To comply with global data protection mandates (GDPR, CCPA/CPRA, Digital Personal Data Protection Act), DMD incorporates strict privacy guardrails into the Customer 360 presentation layer:

Default Masking Policy​

In all operational views (/profiles and /customer-360-profile/[customerId]), sensitive Personally Identifiable Information (PII) is masked by default:

  • Email Masking: The local mailbox is truncated to two visible characters followed by bullets: ar••••@gmail.com.
  • Phone Masking: All leading digits are replaced with bullets, preserving only the final 4 digits: ••••••1234.
  • Identifier Masking: Long customer and device IDs are masked in the center: usr-••••-101.

Session-Based Disclosure Controls​

Authorized operators with the pii_read permission can temporarily toggle the Identity Disclosure control to reveal raw values.

  • Zero Persistence: Revealed states are strictly ephemeral in the browser session. Navigating away, switching workspaces, or refreshing the page immediately restores default masking.
  • Audit Logging: Every PII reveal action is recorded in tenant compliance logs with operator ID, timestamp, and accessed DMD UID.

Every resolved profile is classified under an immutable Consent State:

Consent StatusMeaningPermitted Workflows
ReadyCustomer has provided explicit consent for marketing communications and third-party ad synchronization.All activation channels (WhatsApp, SMS, Email, Meta, Google, TikTok).
LimitedCustomer consented to transactional or first-party communication only; opted out of paid ad syncing.In-app personalization and direct transactional messaging only. Third-party ad sync is strictly blocked.
ReviewIdentity graph conflict detected, or consent status is unconfirmed / pending re-verification.Quarantined from all outbound activation until reviewed by a data administrator.