Identity Resolution is a powerful tool that can help organizations gain a comprehensive view of their customers, allowing compliance teams to better detect suspicious activities, streamline investigations, and improve the quality of reports. Identity 360 is a consumer data platform that combines disparate data to create a unified customer profile. This system allows brands to maintain accurate and quality data, integrate their own, secondary, and third-party data, and comply with privacy and security legislation while taking advantage of market-leading identity resolution capabilities and link technology. Probabilistic matching is a useful tool for segmenting audiences when there is no common identifier, such as social networks or email, to connect a user to multiple devices.
However, deterministic identifier matching is often the best approach to identity resolution since it uses own data that customers have produced. Third-party identity graphs use cooperative data exchange agreements between multiple brands or publishers to create common, anonymous identity assets. This allows brands to connect with customers and build lasting relationships by providing deep insights that Identity Resolution can offer. Dynamic and contextual profiles can filter noise to help functional groups such as those in marketing, sales, service, and support find the information they need to make quick decisions.
The ultimate goal of marketing for identity resolution is to support and enable data activation, encouraging segmented audiences to participate in highly personalized campaigns through a variety of intelligent technologies (CRM, DMP, marketing automation platforms, ESP, etc.). However, precisely resolving consumer identities has proven to be a challenge for most brand marketers. To overcome this challenge, organizations must be prepared and able to achieve identity resolution with an even higher level of compliance and transparency to ensure consistent trust. Explore the essential platforms for identity resolution in the latest edition of this MarTech intelligence report.
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