Growth Engineering Playbook · Wave 2
When are you sure it's the same person?
A mini customer-data platform. It resolves messy customer, order, email, and support records for the Northstar Outfitters store into unified profiles — with confidence scores, consent boundaries, false-merge warnings, and an audit trail. Not "join rows by email": the hard part is deciding when you're confident enough to merge, and what consent allows. Deterministic, client-side, synthetic identifiers only.
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Identity Graph
One resolved profile and the records stitched into it.
Segment Preview
The same profile, made usable for lifecycle marketing.
Merge Queue
Auto-merge, review, or blocked — with evidence and confidence.
False-Merge Risk
Why aggressive matching is dangerous.
Audit Trail
Every decision, explainable after the fact: rule, evidence, confidence, decision, consent.