What does an identity graph capture?

An identity graph captures relationships between different identity namespaces, which enables organizations to understand how various identifiers (such as email addresses, device IDs, and social media profiles) relate to each other across different platforms and contexts. This capability is crucial for building a holistic view of customers, as it consolidates disparate identity data into a comprehensive representation of an individual’s interactions and preferences. By mapping these relationships, businesses can create more personalized and cohesive experiences for users, ensuring that marketing efforts are aligned and relevant across different touchpoints.

The other options present aspects related to user data but do not directly define what an identity graph measures. Individual customer transactions pertain to specific actions taken by customers rather than their identities. Identity values from various datasets could be part of the input into an identity graph but do not capture the relationships themselves. Search patterns of users involve analyzing behaviors rather than tracking identity relationships, leading to valuable insights but not specifically relating to the identity graph concept.