Identity resolution is a powerful tool that can help brands unlock the potential of their customer data. By identifying and resolving customer identities, companies can more accurately track customer behavior and preferences, allowing them to offer a better customer experience through targeted messages, dynamic product recommendations and personalized offers. Identity resolution is defined as the process of linking online activity and information from many data sources with specific users. Marketers, advertisers, data brokers and government entities are all interested in this capability, which can be done more thoroughly and precisely with modern artificial intelligence (AI) and machine learning (ML) tools. The process of identity resolution involves attributing customer behavior and interactions with a company across all touchpoints, platforms or channels to a single, unified customer profile.
This allows any team in the organization to access this profile and use it to provide better service to each individual customer. Not only do detailed details generate benefits for the individual customer, but the identity resolution process also serves to standardize and disinfect incoming customer data. Entity resolution usually connects disparate data sources to find relationships in several data silos and obtain a single view, creating a master data management system (MDM) by combining data from different sources. The goal of an identity resolution system is to create a robust and accurate profile of each individual customer. Properly implemented identity resolution can allow an organization to automatically clean data from source systems. When considered within an identity graphics solution, deterministic matching provides a privacy-compliant foundation for human-based marketing, since it uses a data set of different presentations and representations of a person over time to recognize the real person behind the data points.
Identity resolution will automatically merge these disconnected profiles, ensuring that there are no duplicates or other errors. When marketing teams begin to explore the identity verification and resolution process, they often have a solid base of marketing materials. With the imminent death of the cookie, companies must invest in their own identity resolution solution to stay ahead. Identity is the fundamental factor in generating information and information about consumers, whether a brand seeks to improve processes and operations or improve the customer experience. The most basic function of identity resolution is to filter out duplicate data points from multiple devices and accounts, replacing anonymous device identifiers with a human client. With identity resolution, you can reconcile anonymous visitor data with your known visitor data and gain deeper insights than ever about customer behavior to increase sales and retention. The number of providers offering identity solutions is growing rapidly, and everyone has their own unique ways of managing identity.
By allowing for more effective marketing programs and better customer experiences, knowledge-based matching or identity graphics uses a set of data from different presentations and representations of a person over time to recognize the real person behind the data points. A deterministic approach offers a highly reliable and accurate identity, personality and perspective on an individual consumer. Identity resolution can be used to improve analytics capabilities by providing brands with an accurate view of all individual customer relationships. This allows them not only to make decisions with customers but also to obtain high-level strategic information based on precise demographic knowledge.
With an effective identity resolution system in place, companies can gain valuable insights into their customers' behavior that can be used to optimize their marketing strategies.