Saigopal Thota is a Principal Data Scientist leading the Customer Identity at Walmart Labs. His areas of work includes Graph optimization algorithms, developing ML algorithms for Data Quality, Scalable real time, and batch systems. Saigopal has a PhD in Computer Science from University of California, Davis.
June 24, 2020 05:00 PM PT
In today's world, customers and service providers (e.g., Social networks, ad targeting, retail, etc.) interact in a variety of modes and channels such as browsers, apps, devices, etc. In each such interaction, users are identified using a token (possibly different token for each mode/channel). Examples of such identity tokens include cookies, app IDs etc. As the user engages more with these services, linkages are generated between tokens belonging to the same user; linkages connect multiple identity tokens together. A challenging problem is to unify the identities of a user into single connected component, to provide a unified identity view. This capability needs to extend beyond channels and create true unification of identity.Since every interaction or a transaction event contains some form of identity, a highly scalable platform is required to identify and link the identities belonging to a user as a connected component. Therefore, we built the Identity Graph platform using Spark processing engine, with a distributed version of Union-find algorithm with path compression.
We would like to present the following: