From nine sources of external data, McKinsey researchers determined the likely authenticity of identities based on data depth and consistency.
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Matrix for scoring profile depth and consistency
HIGH
Depth
LOW
HIGH
Consistency
Highest risk
85% of profiles have high depth and consistency
Consistency
Unique names
Unique numbers
Suspicious
indicators?
Depth
Age of non-
digital data
Nondigital
data
Email age
1
1
No
25 years
12 records
9 years
Arturo
High consistency, high depth
Consistency
Unique names
Unique numbers
Suspicious
indicators?
Depth
Age of non-
digital data
Nondigital
data
Email age
2
1
No
8 years
5 records
9 months
Cheryl
Low consistency, high depth
Consistency
Unique names
Unique numbers
Suspicious
indicators?
Depth
Age of non-
digital data
Nondigital
data
Email age
1
1
No
15 years
1 record
<1 year
Maria
High consistency, low depth
Consistency
Unique names
Unique numbers
Suspicious
indicators?
Depth
Age of non-
digital data
Nondigital
data
Email age
2
2
Yes
<1 year
0 records
<3 months
John
Low consistency, low depth
Note: Under consistency and depth, only top three features are listed.