Unified Profile Graph

The problem it removes

A person can appear in several exports with different identifiers, interests and consent histories. If each campaign treats those records as unrelated, the same customer may receive duplicate messages while a later unsubscribe remains trapped in another system. Matching records without retaining their permission context creates a different failure: a subscription to one property starts to look like consent for every brand.

The graph addresses that fragmented decision context. It makes identity, subscriptions and source metadata available together, so the team can inspect why two records were connected and which permission applies to the proposed action. A cleaner identity record is useful only if suppression and eligibility remain connected to it.

How it works

1. Map the identity sources, brand identifiers, subscription records and permission evidence already held in your stack. Agree on the meaning of each field before importing an audience.

2. Connect matching records to a reusable profile while retaining the distinct sites, brands and subscriptions. Keep the origin of the relationship visible for review rather than flattening it into one generic marketing flag.

3. Attach Live Marketing Status and the Event-Centric Timeline so a decision can evaluate current state alongside prior behavior.

4. Pass the required profile context to Intelligent Planners and the Decision API. The next step must still check consent, suppression and frequency for the intended brand.

During implementation, review examples with shared addresses, multiple subscriptions and conflicting source records. A useful acceptance check follows one person from source data to the final decision and explains both the identity match and the applicable permission. Count duplicate sends against a fixed baseline; do not infer permission quality from a reduced record count.

The first integration can cover one application and a limited set of properties. Implementation Services maps the required fields and interfaces. Additional brands belong in scope only after the initial identity and consent handling can be explained by the people operating the program.

Where it shows up

Multi-Brand Profile Unification combines Unified Profile Graph, live status and consent context for portfolios with duplicate users. The same shared identity foundation supports the broader platform, including lifecycle decisions that need one person's subscriptions and recent actions in view. It does not make every connected brand an eligible destination for a send.

What it is not

The graph is not a replacement for your CDP, ESP or data warehouse. Its role is to make identity and subscription context usable for decisions across those tools. It does not create consent, prove that an old address is safe to mail or turn a purchased list into a permissioned audience. Those questions need evidence beyond a successful identity match.

FAQ

Does one profile mean one subscription?

No. One profile can reference multiple subscriptions and properties. Their permission source and scope remain distinct so an action can be evaluated for the relevant brand.

Can we keep our existing CDP?

Yes. The graph supplies decision context across the existing stack. Implementation maps the identity and subscription data needed for the first application rather than requiring a full migration.

What happens when consent differs by brand?

The decision must use the permission applicable to the proposed brand and channel. A shared identity is not evidence that all connected properties may contact that person.

How should we evaluate the first integration?

Review connected records, permission sources and suppression outcomes for a defined cohort, then compare duplicate-send and eligibility errors with the current workflow. Data consolidation alone is not an outcome.

Read more

Read playbook Step 3: identity and suppressions before mapping records, and use the sunset policy guide to define which inactive contacts should leave the sendable audience.