Identity resolution is a powerful tool that can be used to improve customer experience. It helps businesses recognize customers at all touchpoints and customize their buying process accordingly. This way, customers can have a consistent and excellent experience. Additionally, identity resolution allows companies to recognize customers when they visit their properties and offer personalized experiences.
Moreover, since every interaction is recorded with a persistent identifier, real-time omnichannel measurement is made easier. In order to drive overall business success, companies must select the best identity resolution platform based on their short- and long-term objectives. With all device, channel and customer behavior data in one place, brand marketers can accurately measure the reach and frequency of their campaigns, and analyze the performance of different advertisements and marketing tactics across channels. Identity resolution is the process of identifying the unique identity of an individual or entity. Data enrichment through the identity graph provides additional details and context about each person in the database. There are no assumptions or inferences about who a person is or what identifiers belong to them.
This way, companies can create personalized customer experiences, improve ad segmentation along with measurement and improve identity verification and anti-fraud solutions by unifying data and applying information at important moments. Express Analytics is one of the leading identity resolution companies in the United States with sufficient experience in predicting consumer behavior. Deterministic identity resolution is often used in scenarios where high accuracy is essential, such as fraud detection or national security, while probabilistic identity resolution is commonly used in marketing or customer relationship management, where a high degree of accuracy is desirable but not essential. A unified view of the customer is essential for creating personalized experiences. To do this, companies must match the identity of customers across devices, platforms, channels and locations to help resolve multiple interactions that come from the same person. Without an identity resolution approach, businesses would send three sets of full communications which would annoy customers and waste money on marketing. For example, two records may not be comparable but taken together with an identity resolution approach they can give a very high certainty that it is almost certain that it is the same customer.
This way, a much more specific and focused campaign can be made on this person. For instance, if an identity resolution shows that a customer frequents the Huffington Post website, consults his Weather Channel application often and spends an excessive amount of time watching television on his Roku.