Abstract: In one aspect, a computer system for evaluating the accuracy of an identity mapping method is disclosed. The system can comprise a system memory, one or more processors, and/or a computer readable medium containing compute-executable instructions representing a probability accuracy module. The probability accuracy module can be configured to query an identity map database for an identity map created using the identity mapping method, compare the identity map with additional social media data, calculate a correlation based on similarities between the social media data and the additional social media data, and/or verify the identity map based on the correlation. The identity map can be based on commerce data from a retailer and/or social media data from a first social media site.