Identity resolution is a powerful tool that can help businesses improve the quality of their customer data, unify disparate data sources, and create a more accurate view of their customers. By leveraging modern artificial intelligence (AI) and machine learning (ML) tools, businesses can gain a holistic understanding of their customers' interests and needs, and use this knowledge to attract them.
Identity resolutionis the process of linking online activity and information from multiple data sources to specific users. Marketers, advertisers, data brokers, and government entities are all interested in this capability. The persistent identity graphic was developed for a world after cookies and the Mobile Advertising Identifier (MAID), where device-based identification is no longer reliable.
Identity resolution can be thought of as the modern version of matching records within a business database. However, businesses must also be mindful of privacy laws when attempting to resolve customer identities.Near's identity graphic provides persistent identification for people instead of devices, browsers, or homes. Advanced identity resolution algorithms can be based on dozens of types of details and fingerprints. This multidimensional data allows marketers to finalize and expand their view of each consumer in their own data, and resolve incoming queries using one identifier. In practical terms, identity resolution is based on an identity graphic that collects and links billions of individual consumer signals and touchpoints to a single view of a consumer.
It's an automated mix of detective work and puzzle-solving that is used to put together a file on each potential client. Marketers can take two approaches to resolving identity, so it's important to understand the differences in order to choose the right option for their company. When you use an identity resolution platform to understand your customers in detail, improve the accuracy of segmentation and personalize their experience, you build trust in your audience which translates into loyalty and retention. Additionally, identity resolution allows marketers to offer a unified shopping experience to potential and potential customers on all platforms, from laptops, tablets or mobile devices to browsers, text or voice messages, and physical locations. Companies that work with identity resolution providers see the greatest advantage and find exceptional value in the integration and data management services these providers offer. Unlocking the power of identity resolution can help businesses build trust with their customers, increase loyalty, and ultimately drive retention.