In a digital world full of fragmented touchpoints, understanding who your customer really is has never been more important. From desktop visits and mobile clicks to emails opened and forms submitted, customer journeys are nonlinear, multi-device, and often anonymous. So how can brands make sense of all that activity and deliver relevant, timely experiences?

That’s where identity graphs come in.

What Is an Identity Graph?

An identity graph is a real-time profile that connects data points about an individual across devices, sessions, and channels. It stitches together identifiers like email addresses, device IDs, purchase history, and behavioral signals to build a unified view of each customer, even when they haven’t explicitly logged in.

Think of it as the foundation for knowing who’s on your site, what they care about, and how they’ve interacted with your brand in the past.

Identity graphs are the result of identity resolution, which is the process of matching, merging, and validating data from different systems to recognize users accurately across touchpoints.

What You Can Do With Identity Graphs

Identity graphs help you know your audience and personalize their experience. They help you to:

• Provide each customer with consistent service across locations and platforms
• Segment audiences based on behavior and place in the marketing funnel
• Support conversions by delivering personalized information and promotions
• Enhance customer satisfaction by tailoring interactions to shopper preferences
• Make informed marketing decisions by gauging the impact of various channels and strategies

In short, identity graphs empower more personalized marketing to increase conversion rates, maximize marketing investments, and improve the customer experience.

Why Identity Graphs Matter in a Privacy-First, Signal-Limited World

Customer expectations are high, and third-party signals are declining. Identity graphs help you bridge that gap by creating more consistent, more relevant experiences with the data you already have.

With an identity graph in place, you can:

• Reach the right customers across channels
• Avoid mistargeted or repetitive outreach
• Use each customer interaction to improve the next one
• Measure performance more clearly across the journey

Instead of guessing who’s who, you’ll know, and that’s a game-changer for campaign performance and customer trust.

How Identity Graphs Power Everything We Do at Launch Labs

At Launch Labs, identity graphs are at the core of our platform. Our Ignite technology builds real-time profiles using first-party data collected from your website, email engagement, and CRM. As soon as someone visits your site, we begin resolving their identity and building a live customer profile.

We don’t just stop at collecting data. We help you make smarter decisions with it by continuously testing different resolution settings and measuring performance using known identities inside your Customer Data Platform (CDP). This lets us balance reach and accuracy depending on your goals, whether you need broad-scale insight or precise retargeting.

Here’s what that means for our clients:

• More accurate personalization without sacrificing scale
• Transparent reporting and measurable resolution performance
• A system that adapts as your data, audience, and strategy evolve

Ready to Take Control of Your Customer Data?

If you’re looking to personalize more confidently, reduce wasted spend, and get more out of every customer interaction, it all starts with your identity graph. At Launch Labs, we help you build one that’s flexible, validated, and built for performance.

Let’s talk about how to get started.

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