Identity Graph table

An identity graph links rows of data to individual customers, including personally identifiable information (PII), transaction histories, shopping preferences, loyalty accounts, and other data about customers your brand collects. This identity graph is the foundation of unified customer profiles and provides the necessary links for activating marketing campaigns and journeys, as well as integrating with operational systems.

The Identity Graph table compiles rows in the Unified Coalesced table into a graph that maps each data source, along with the primary key for that data source and any customer keys, to the Amperity ID.

Add table

The Identity Graph table is generated as stitched output when your tenant starts with Guided setup <../guided/index.html> and is an optional SQL table for all other customer 360 databases.

To add the Identity Graph table

  1. From the Customer 360 page, select the Databases tab, select the menu for the customer 360 database, and then click Edit.

  2. From the Database Editor, click Add Table.

  3. Name the table “Identity_Graph”.

  4. Set the build mode to SQL.

  5. Add the following SQL:

    SELECT
  amperity_id
  ,datasource
  ,COALESCE(ck,pk) AS customer_key
FROM Unified_Coalesced

  6. Click Validate, and then click Next.

  7. Add a table description. This enables a tooltip that is visible from other areas in Amperity.

  8. Do not make the table available to the visual Segment Editor.

  9. From the Table Semantics dropdown, select Identity Graph.

  10. Under Version History, select Enable table version history.

  11. Click Save.

Column reference

The Identity Graph table contains the following columns.

Column Name

Data type

Description

Amperity ID

String

The unique identifier assigned to clusters of customer profiles that all represent the same individual. The Amperity ID does not replace primary, foreign, or other unique customer keys, but exists alongside them within unified profiles.

Note

The Amperity ID is a universally unique identifier (UUID) that is 36 characters spread across five groups separated by hyphens: 8-4-4-4-12.

For example:

123e4567-e89b-12d3-a456-426614174000

Datasource

String

The name of the source data table.

Customer Key

String

The primary key and all customer keys from a data source coalesced into a single value.