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Identifying customers with identity matching

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Identity matching is a feature that allows a Pega Customer Decision Hub application to identify individuals across their addressable devices. This feature also enables a seamless transition between an anonymous individual and a recognized customer.

When an individual is anonymous (e.g. not logged in), relevant information is captured during their various interactions with the application. This information can then be utilized to determine the Next-Best-Action for this individual. When the individual authenticates themselves as a customer, their anonymous interaction data is merged with their previous interaction history. This allows the application to maintain a complete view of the customer journey.

Identity matching is incorporated in the following functional areas:

Identity matching utilizes browser cookies to store identifying information. For individuals yet to be identified, a unique id is stored in the cookie. Once an individual has been identified as a customer, their (encrypted) customer id is stored. During the individual's interactions with the application, additional data is collected and associated with the appropriate identifier (customer id or unique id). The captured associations are specific to the functional area and are listed in the corresponding section.

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