Identity data includes all data related to an individual generated by the identity provider (IdP). Such as name, email address, location, etc, along with access behavior and other Identity and Access Management (IAM) system data relating to a human or digital entity. Due to security concerns, this data is often kept separate from customer data platforms (where there is significant duplication) and other business data. Identity data is full of value when unified in a secure way with other business data. This offers benefits not just for the business but for the customer’s experience as well.