Seamless Cross-Platform Identity Stitching with Snowplow's new Unified Digital Model

Disjointed customer journeys present challenges for data and marketing teams, necessitating accurate identification and stitching of user journeys across web and mobile platforms to optimize marketing spend and customer segmentation. Historically, data teams faced difficulties in recognizing logged-in users due to the need to build custom data models from scratch, incurring high processing costs and dealing with complex data logic. To address these issues, a new Unified Digital Model has been introduced, offering cross-platform tracking and deterministic identity resolution to unify user journeys without the need for intricate modeling. This model consolidates raw web and mobile events into derived tables, enabling seamless stitching of events from logged-in users across platforms and supporting future capabilities for anonymous session stitching. It supersedes previous models by integrating features such as custom identifiers and passthrough fields, facilitating improved efficiency and reduced development time. Existing web and mobile models will receive continued support for bug fixes, while active development shifts to enhance the Unified Digital Model. The model is accessible to Snowplow BDP customers and open-source users under a new licensing agreement, with support available for migration and implementation.