Why Is Real Time Really Important?

A consumer’s path to making a purchase is not always straightforward—some prefer to take the scenic route. This could involve a lot of detours, backpedaling, and contemplative strolling through websites, across ads, and via other channels like email and social media. A consumer might browse a store’s online website on their desktop at home, revisit the product page at another site on their personal tablet, use their smartphone to interrogate their social media friends on whether to buy the product or not, and then go out and physically buy a related product at a brick-and-mortar store.

There are plenty of touchpoints to keep a record of when tracking a consumer’s ventures across multiple devices, places, and websites. This is where identity graph companies, like Stirista, can help. The point of an ID graph is to unify all these product-related excursions and tie them to one individual, building an complete identity for the consumer in the process. With this data, companies can identify the multiple touchpoints that led to an individual’s decision to buy a product—and attribute weight to them all as factors that influenced a customer’s ultimate purchasing decision.

The role that attribution plays

Advanced marketing attribution becomes crucial when trying to measure the ROI of different touchpoints and channels used to reach an audience—both first-touch and last-touch attribution models fail to capture the intricate journeys customers go on before finalizing a purchase decision. Sure, some buyers might be the kind to make impulse purchases, but most people are thoughtful and discerning buyers and will take their time to evaluate and consider a product, usually buying from a company they become familiar with and trust. With a real-time identity graph, like the kind Stirista provides, you can expand from single-touch attribution models that only take a customer’s first or last interaction into account to multi-touch marketing attribution, following all the points along a customer’s journey that influenced conversion. Multi-touch marketing attribution allows for all strategies used to connect with a customer to be factored into that whole, unified picture of marketing strategy and effectiveness—letting you analyze what worked, and what didn’t.

Why are real-time updates to identity graphs important?

Aside from tracing, collecting, and unifying all the data to one individual, the biggest challenge to building an identity graph is keeping it current. What if a consumer changes their mind? Preferences and trends, especially, change day-by-day, and it’s much better to stay ahead or on the cusp of a new trend that might be influencing a customer than weeks behind. Real time is important when it comes to identity data. With users interacting constantly throughout a day, it’s easy for data to quickly become outdated and inaccurate. A constantly updating ID graph means you can measure marketing touchpoints as they occur, analyze customer journeys to allow for advanced marketing attribution, determine what touchpoints and paths to purchase that are effective and lead to increased ROI, and ultimately improve your marketing.

Real-time data allows for real-time personalization. The benefits of multi-touch marketing attribution that come from having an identity graph, and keeping track of the customer journey in real-time, allows you to make adjustments to your marketing strategy in real-time as well. With a constantly-updating identity graph, you can respond to customer signals immediately and personalize touchpoints during the customer’s journey to conversion. Additionally, a marketing attribution model is there to help you improve your marketing strategy—on an ongoing basis. That means being able to adjust marketing strategy as soon as necessary, rather than waiting longer than needed for the update to your identity graph that will spur you to improve your marketing.

We bring you … ONMA

It’s with this in mind that Stirista introduced the OMNA Identity Graph, the first identity graph of its kind to update data in real-time, second by second. Identity graphs like OMNA are essential tools for navigating the targeting and attribution requirements of advertisers and the relevance and privacy demands of consumers, at a pace that mirrors the speed of life. Whereas other identity graph companies may update their data every once in a while, Stirista focuses on real-time, second-by-second updates to match the pace at which consumers make decisions and think about products.

Updated in real-time, utilizing billions of transactions, Stirista’s Identity Graph platform enables marketers to have access to hundreds of identifiers across millions of online, offline, social, and household personas. Second-to-second updates allow you to make better adjustments to your marketing strategy, not only before and after, but during the customer journey. Identity graph companies strive to help you improve your marketing—and second-by-second updates allow for advanced online marketing attribution. Unlike decaying data, real-time identity graphs lets you deliver the right ads instantly.


At Stirista, Identity is our Identity, and we have a simple mission: help marketers generate revenue with our identity-level data. As marketers ourselves, we know that one-size-fits-all solutions and decayed data don’t work, so we built our modular and real-time OMNA Identity Graph from the ground up to arm you with marketing data that actually works.