Identity matching is a feature that allows a Pega Customer Decision Hub application to identify individuals across their addressable devices. This feature also enables a seamless transition between an anonymous individual and a recognized customer.

When an individual is anonymous (for example, not logged in), relevant information is captured during their various interactions with the application. This information can then be utilized to determine the Next-Best-Action for this individual. When the individual authenticates themselves as a customer, their anonymous interaction data is merged with their previous interaction history. This allows the application to maintain a complete view of the customer journey.