1. A system for identifying a same user of multiple communication devices, the system comprising one or more computers having computer readable media having stored thereon instructions which, when executed by one or more processors of the one or more computers, causes the system to perform the steps of: (a) receiving data corresponding to a first user-managed asset from a first communication device operated by a user, wherein the first user-managed asset is a plurality of applications and their placement relative to each other within a graphical user interface of the first communication device; (b) receiving data corresponding to a second user-managed asset from a second communication device operated by a user, wherein the second user-managed asset is a plurality of applications and their placement relative to each other within a graphical user interface of the second communication device, wherein the first user-managed asset is substantially the same as the second user-managed asset; (c) determining that the user of the first communication device is the user of the second communication device based on identifying that the first user-managed asset is substantially the same as the second user-managed asset; and (d) creating a universal profile for the user containing data corresponding to the first and second communication devices, wherein the universal profile includes data that identifies the first and second communication devices as being operated by the user.