Journey data

#One person, many traces

The same customer visits the website without signing in, uses the app with her account and calls from her mobile. Three systems, three identifiers, one person. Without unification, every analysis sees only a slice.

Journey data brings those traces together, but not at any price. Every link follows rules you set and that can be traced at any time.

#Resolving identities, with rules

Identity resolution matches identifiers to a person: a device to a customer account, a phone number to a customer number. A match is certain when the person has signed in or been identified. Anything else remains an assumption and is treated as one.

You decide which matches are allowed and which are not. A phone number alone may not be enough to link a web visit to a contract. These rules are readable, versioned and part of your documentation.

New sources are connected step by step. Teams often start with website and contact centre, because that is where most transitions between channels show. App, business systems and campaign data follow once the first journey is reliably mapped.

#Governance per source and attribute

These settings travel with the data. An orchestration that does not cover a purpose does not see the attribute. A withdrawal takes effect in every application at once, because it is processed at the source.

#The basis for everything else

Clean journey data is the precondition for meaningful journey analytics and for orchestration that reaches the right person. Master data and contracts stay in the CRM, connected through the CRM and ITSM connectors.