# Demonstration: Identity Resolution ### About this export | Field | Value | | --- | --- | | **content_type** | lesson | | **platform** | contentstack-academy | | **source_url** | https://www.contentstack.com/academy/courses/getting-started-with-data-insights/data-insights-course-1--demonstration-identity-resolution | | **course_slug** | getting-started-with-data-insights | | **lesson_slug** | data-insights-course-1--demonstration-identity-resolution | | **markdown_file_url** | /academy/md/courses/getting-started-with-data-insights/data-insights-course-1--demonstration-identity-resolution.md | | **generated_at** | 2026-05-22T14:37:28.617Z | > Part of **[Getting Started with Data and Insights](https://www.contentstack.com/academy/courses/getting-started-with-data-insights)** on Contentstack Academy. **Academy MD v3** — structured for retrieval; no quiz or assessment keys. #### Video details #### At a glance - **Title:** 4-data-insights-demo-identity-resolution - **Duration:** 6m 10s - **Media link:** https://cdn.jwplayer.com/previews/yudFDGZv - **Publish date (unix):** 1752809177 #### Streaming renditions - application/vnd.apple.mpegurl - audio/mp4 · AAC Audio · 113606 kbps - video/mp4 · 180p · 180p · 144671 kbps - video/mp4 · 270p · 270p · 164557 kbps - video/mp4 · 360p · 360p · 179454 kbps - video/mp4 · 406p · 406p · 192278 kbps - video/mp4 · 540p · 540p · 233523 kbps - video/mp4 · 720p · 720p · 298688 kbps - video/mp4 · 1080p · 1080p · 493782 kbps #### Timed text tracks (delivery) - **thumbnails:** `https://cdn.jwplayer.com/strips/yudFDGZv-120.vtt` #### Video transcript To sort of demonstrate kind of what's happening under the hood to just take a step back, I always like to show Dorothy Robinson, so you'll probably see me show this profile a few different times, but if we jump into Linux, the actual platform, so when I'm on this website, I'm back over here to this page, one of them, you saw the profile that was being generated, right? And that profile is represented by, in this case, just a cookie because they haven't identified themselves. There's no email address. I haven't logged in or done anything to sort of authenticate. So all you have to understand who I am is this single cookie. In the case of Dorothy's profile, what we're doing under the hood is actually leveraging our identity graph to build a specific sort of identity graph or our identity capabilities to build Dorothy's specific identity graph. So in her case, different sandbox account, but this is the thing that actually represents all of the information that we have about Dorothy. So on the right-hand side, you'll see all the different identifiers, which we'll talk about identifiers and the importance and how they work in the sort of schema session, but in her case, you can see that she has a number of cookies, which are represented by UIDs. At some point, we've been able to associate that with an email address and a loyalty ID and some other imports and Shopify and Zappos and all of that under the hood in real time. The thing that Eric and his team have built, which is the actual magic of Linux, is this identity capability. So on the left-hand side, you'll actually see a visual representation of Dorothy's graph, and you can see literally that if I click on one of the nodes, this is the email address that we've collected somewhere along the way. And because we've made that association, we can link that with a loyalty ID, likewise with a UID, and then through that UID, we can link that with a trade desk ID, through the trade desk ID, we can link it through another UID. So we're building this complex sort of network of data fragments that ultimately come together to build, in this case, Dorothy Robinson's unified profile of all of her data. So it's super, super powerful. And I think the one way, hopefully, if this demo works, I've gotten okay at it, but sometimes I also botch it. It's easier to understand if you do it and see it in real time. So let me close all of my incognito windows. So if I open a new incognito window, so again, no session parameters, no cookies, no nothing that doesn't have any idea who I am. And I go to petsy.linux.com again. So in this case, I just want to pull this user's ID so that I can show it the UI. This is just going to make a call to our JS tag and ultimately spit that ID back out. So there's a series of commands that can give you a little bit more access and granular control over what's actually happening under the hood, which is what we power our Chrome extension with. So in this case, they'll all just browse around for a couple clicks, just to build a profile. And then if I go back over here to the proper Linux account and go to search, so I can find that profile, which is a single fragment with a single UID. So nothing magical here. Don't know a whole lot about anything. And then if I were to go over here again, and let's say, so with our JavaScript tag, you can send it events. A lot of these happen automatically, so you don't have to do it. So in this case, all I'm going to do is just send an event to Linux. All of this information is already mapped. We'll talk about the importance of mappings and how you actually resolve this into a profile. But I'm going to send a first name, a last name, and a status. So it's John Stowe, and the status is just live event demo. If I enter that, our tag is going to send that to Linux. And then if I go back over here to this profile and refresh it, so in real time, it updated that, but still for that single fragment, if I send an event with an email address. So when I did that, you can see that it associated a UID for John Stowe with the actual email address, those profiles. So now anybody that has the email address of John Stowe, it's going to continue to link these different fragments of data together. It's an important kind of concept to understand because when we import data from, say, Salesforce Marketing Cloud, it's going to create a bunch of fragments, and you're not going to be able to associate those with, say, web fragments until there's some identification event. So maybe you pass an ID with an email click. Maybe you have them log in, and that authenticated email comes together. But the identity resolution strategy of how you start to link these fragments is super important. All of our built-in integrations come with that sort of strategy already defined. But it's one of the things in, like, as you play with and demo and beat on things, I almost always do it in incognito windows so that you don't create this massive monster profile of a whole bunch of things that are confusing because Lytx is going to be smart enough to continue to link events together. Sometimes that can be a little bit challenging for actual end users that are trying to test because their profiles kind of get bunched. So that's a very basic example of sort of, like, how we build the profiles, how fragments work, and how we can kind of link all of those things together. Microsoft Mechanics www.microsoft.com.au www.microsoft.com.au www.microsoft.com.au #### Key takeaways - Connect **Demonstration: Identity Resolution** back to your stack configuration before moving to the next module. - Capture one concrete artifact (screenshot, Postman call, or code snippet) that proves the step works in your environment. - Re-read the delivery versus management boundary for anything you changed in the entry model. ## Supplement for indexing ### Content summary Demonstration: Identity Resolution. Demonstration: Identity Resolution in Getting Started with Data and Insights (getting-started-with-data-insights). ### Retrieval tags - Demonstration - Identity - Resolution - getting-started-with-data-insights - lesson 04 - Demonstration: Identity Resolution - getting-started-with-data-insights lesson ### Indexing notes Index this lesson as a primary chunk tagged with lesson_id "04" and topics: [Demonstration, Identity, Resolution]. Parent course slug: getting-started-with-data-insights. Use asset_references URLs as thumbnail hints in search results when present. Never surface LMS quiz content or assessment answers from this file. ### Asset references | Label | URL | | --- | --- | | Video thumbnail: Demonstration: Identity Resolution | `https://cdn.jwplayer.com/v2/media/yudFDGZv/poster.jpg?width=720` | ### External links | Label | URL | | --- | --- | | Contentstack Academy home | `https://www.contentstack.com/academy/` | | Training instance setup | `https://www.contentstack.com/academy/training-instance` | | Academy playground (GitHub) | `https://github.com/contentstack/contentstack-academy-playground` | | Contentstack documentation | `https://www.contentstack.com/docs/` |