Identity Resolution

Waypath’s identity resolution system matches customers across platforms to build a unified profile. It runs automatically on every ingested event, before any data is written to the CRM or graph.

Matching algorithm

When a new event arrives, Waypath checks for existing customers using these identifiers in priority order:

The system uses the highest-confidence match found. If multiple identifiers are present, the highest-scoring one wins.

Resolution outcomes

1. Match found: the event is attributed to the existing Customer node. Any new identifiers from the event are added to the customer’s profile.
2. No match: a new Customer node is created with all available identifiers.

Cross-platform unification

When Customer.io knows sarah@acme.com and HubSpot knows the same email, identity resolution merges them into a single Customer node. This means:

• One unified timeline across all platforms
• One node in the Intelligence graph (not duplicates per platform)
• All touchpoints from all sources linked to the same customer

Merge behavior

When two previously separate customers are discovered to be the same person (e.g., a new event reveals a shared email), Waypath’s merge engine:

1. Selects the customer with more data as the primary
2. Moves all touchpoints and edges to the primary
3. Merges properties (primary wins on conflicts)
4. Removes the secondary customer node

Best practices

• Always include email in identify and track calls, it’s the highest-confidence matcher
• Use consistent external IDs per platform, helps with lower-confidence matching
• Don’t create duplicate records manually: let identity resolution handle matching