Documentation Index
Fetch the complete documentation index at: https://docs.narrative.io/llms.txt
Use this file to discover all available pages before exploring further.
The Marketplace Match Report measures how your identity data connects with a third-party supplier’s data. It quantifies three things: how many of your customers the supplier can identify, what new identifiers the supplier adds, and what demographic attributes the supplier has for your matched customers.
Navigate to Identity Resolution > Marketplace Match Report and select a report from the Select Report dropdown to view it.
All counts in the report use approximate distinct counting (HyperLogLog) with roughly 1% relative error. Use these numbers for decision support and supplier evaluation, not for billing or contractual purposes.
Report info
The card at the top of the report displays metadata about the underlying dataset:
| Field | Description |
|---|
| Dataset Name | The generated dataset that contains the report data |
| Created | When the report was generated |
| Description | The supplier dataset and enrichment attributes included in this report |
Identity Enrichment
This section visualizes the end-to-end flow from your starting identifiers through matching to the new identifiers gained. It reads left to right across three cards.
The pink card on the left shows your starting inventory:
| Metric | What it means |
|---|
| Identifier counts by type | The number of unique identifiers you have for each type (e.g., E164 Phone Number, Normalized Email) |
| Total IDs | The sum of unique identifiers across all types |
| Unique People | The number of distinct person profiles in your data, after deduplication across identifier types |
| IDs per person | Total IDs divided by Unique People — how many identifiers you have per person on average |
Resolution (Identity Matching)
The purple card in the center shows which of your identifiers matched the supplier:
| Metric | What it means |
|---|
| Identifier counts by type | The number of unique identifiers that matched, broken out by type. Each type also shows its match rate — the percentage of your identifiers of that type that found a match. |
| Total Matched | The sum of matched identifiers across all types |
| Unique People | The number of your distinct person profiles that had at least one identifier match |
Enrichment (Additional Data)
The green card on the right shows what the supplier adds for your matched people:
| Metric | What it means |
|---|
| New identifier counts by type | The number of net-new unique identifiers the supplier contributes, broken out by type. These are identifiers the supplier has for your matched people that you did not already have. |
| New IDs | The total net-new identifiers gained across all types |
Identifier Type Summary
Below the flow cards, a per-identifier-type breakdown consolidates the numbers into one view:
| Column | Definition |
|---|
| Input (unique) | Your unique identifiers of this type (from the Input card) |
| Matched (unique) | How many of your identifiers of this type matched the supplier (from the Resolution card) |
| New (unique) | Net-new identifiers of this type contributed by the supplier (from the Enrichment card) |
| Total Identifiers | Input + New — the total identifiers of this type you would have after enrichment |
Match Rate
The percentage of your people that the supplier can identify.
Formula: Matched Unique People ÷ Input Unique People × 100
A higher match rate means the supplier covers more of your customer base. In the example report, 156M matched out of 232M input people yields a 67% match rate.
ID Enrichment
How many times over the supplier multiplies your total identifier count.
Formula: Total IDs after enrichment ÷ Input Total IDs
A value of 2.1x means the supplier roughly doubles the number of identifiers available for activation. This measures the channel-expansion potential of the supplier’s data.
IDs Per Person
The average number of identifiers per person after enrichment.
Formula: Total IDs after enrichment ÷ Input Unique People
Higher density means more ways to reach each person across channels. In the example report, 798M total IDs across 232M people yields 3.4 IDs per person.
Demographic & Behavioral Enrichment
This section shows the distribution of demographic and behavioral attributes that the supplier has for your matched people. Each attribute the report was configured with gets its own panel.
Every panel header displays:
- The attribute name (e.g.,
hl7 gender.gender, Education Level, household income range.income_range)
- Coverage: how many of your matched people have a value for this attribute, shown as both a count and a percentage (e.g., “156M of 232M people (67% match rate)”)
Within each panel, a horizontal bar chart shows the top values for that attribute ranked by person count. Each bar displays:
- The value label (e.g., “female”, “Completed College”, “100,000−149,999”)
- The person count — how many matched people have this value
- The percentage — that count as a share of all matched people with a value for this attribute
Use these distributions to evaluate whether the supplier’s view of your customers is consistent with what you already know. Unexpected skews in gender, age, or income distributions may indicate data-quality issues worth investigating before activating.
The collapsible Report Metadata section at the bottom of the page contains technical details about the report dataset and its generation.
