Identity Stitching: The Least Flashy, Most Important Thing in Analytics

Time for some honesty… your reports don’t actually tell the truth about customers. There, I said it. They tell the truth about whatever identity system you fed them. And if that identity system is a mash of cookies, CRM IDs, hashed emails, device IDs, and guesses — then your “truth” is basically a polite fiction with confidence issues.

Welcome to the world where identity stitching is the star player in modern reporting, not just an afterthought.