What is the role of the Identity Graph in profile composition?

Question

Options

• AMapping predefined customer journeys.
• BLinking multiple identifiers to a single profile.
• CManaging batch processing workflows.
• DGenerating data schemas for ingestion.

• A
  4% (1)
• B
  78% (21)
• C
  7% (2)
• D
  11% (3)

Explanation

Option B is correct because an Identity Graph's core function is stitching together multiple identifiers - email addresses, device IDs, loyalty numbers, cookies, phone numbers - into a single unified customer profile, resolving the "same person, many touchpoints" problem that underlies profile composition in CDPs and data platforms.

Why the distractors are wrong:

• A (customer journeys) - Journey mapping is an orchestration or analytics concern, not an identity resolution function; the Identity Graph doesn't define or sequence journeys.
• C (batch processing workflows) - Batch orchestration belongs to pipeline/ETL tooling (like Airflow or Spark jobs), not identity resolution infrastructure.
• D (data schemas) - Schema generation is handled at the ingestion layer (e.g., schema registries, data catalogs), not by the Identity Graph.

Memory tip: Think of the Identity Graph as a spider's web - each thread (identifier) is distinct, but they all connect to the same center point (one profile). If a concept isn't about connecting identifiers to a single entity, it's not the Identity Graph's job.

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