Understanding who your customers are across multiple platforms, devices, and touchpoints is essential. Traditional identity resolution platforms often promise comprehensive customer views but come with rigid, opaque architectures and limited flexibility.
Narrative introduces a practical alternative: Composable Identity, a modular, transparent approach designed to integrate seamlessly with your existing data infrastructure.
What is Composable Identity?
Composable Identity is a flexible and effective approach to entity recognition -- the act of determining for a piece of data what (or who) it is representing. It allows organizations to accurately identify and understand their customers by leveraging AI to analyze data that is often imprecise, incomplete, or scattered across different sources.
Instead of relying on rigid frameworks, Narrative's Composable Identity empowers organizations to take whatever customer data they have—no matter how fragmented or inconsistent—and reliably determine "who is who." It enables businesses to create clear, unified view from diverse data such as emails, device IDs, hashed PII, and even probabilistic signals, resulting in a more accurate, holistic understanding of each customer.
Why Effective Identity Resolution Matters
Without a unified and reliable view of customer identity, organizations risk missing critical insights and valuable opportunities hidden within fragmented data. Effective identity resolution provides the connective tissue needed to transform disparate customer interactions into a clear, actionable picture. Without this clarity, your organization is likely missing out on strategic opportunities, operating inefficiently, and struggling to deliver truly personalized experiences.
Effective identity resolution specifically helps your organization achieve:
- Personalization: Deliver relevant content and offers in real-time.
- Efficiency: Eliminate duplicate targeting and optimize media spending.
- Accurate measurement: Connect conversions directly to individuals rather than just clicks or devices.
- Enhanced Customer Support: Provide consistent and informed customer service across multiple channels.
By leveraging identity resolution, organizations can make smarter, more strategic decisions, improving customer relationships and achieving measurable business outcomes.
What Sets Narrative's Composable Identity Apart?
Narrative prioritizes modularity, transparency, and customization, allowing organizations full control over their identity strategy:
Flexible Data Management
- Customer-controlled environments: Keep sensitive data secure within your own infrastructure.
- Narrative Cloud: A fully managed alternative for easy setup and cost-effectiveness.
Customizable Data Sources
- Integrate first-party, third-party, or blended datasets.
- Combine deterministic identifiers (emails, phone numbers) and probabilistic signals (IP addresses, household data) enhanced by artificial intelligence.
Configurable Identity Models
- Use built-in deterministic, probabilistic, or graph-based mapping methods.
- Refine the output using ML models optimized using your own data and judgements
- Add your own logic and rules without losing transparency.
Universal Activation
- Analyze resolved identities directly within your data warehouse.
- Easily activate identities on major platforms (Meta, Yahoo, etc.) through Narrative's connectors.
- Develop custom integrations with robust APIs.
Ease of Use
- Simple, intuitive interface—no specialized data science skills required.
- Rapid implementation timelines (days or weeks).
- Self-service capabilities to minimize ongoing IT support.
- UI's that show you an actual picture of your identity strategy
Real-World Benefits
Composable Identity enables practical outcomes like recognizing a customer's online interactions, connecting those interactions to offline purchases, and delivering targeted offers across multiple channels. Retailers, CPG brands, and publishers already use Composable Identity to build powerful, integrated identity strategies that significantly outperform legacy systems.
A Composable Future
Narrative's Composable Identity helps you build flexible, adaptable identity strategies that scale with these changes.
To see Composable Identity in action, schedule a demo.