The number of providers offering identity solutions is increasing rapidly, and each has their own unique approach to managing identity. For companies to gain a comprehensive view of their customers, they need to utilize identity resolution. This is because customer interactions are fragmented across devices, platforms, and channels, making identity resolution a critical part of modern marketing efforts. An identity provider that can provide real-time customer data can help companies meet customer needs and achieve successful business results. Organizations can choose to create their own identity graph to analyze changes in tracking and privacy, taking advantage of their own customer data such as user identifiers.
When preparing to unify multi-channel data into a single profile, teams must decide whether to use probabilistic or deterministic identity resolution methods. For example, identity resolution can show that a customer frequents the Huffington Post website, often consults the Weather Channel app, and spends an excessive amount of time watching television on their Roku. Identity resolution is an essential part of any effective data strategy and benefits teams across the organization, from marketing and growth teams to product and support teams. Third-party data can be useful for enriching existing data but can cause data quality issues when used as the primary source for identity resolution. Identity resolution can revolutionize businesses by helping to improve touchpoints and the customer experience throughout the customer journey.
It means understanding who a customer is, what they want and need, and where they are in the buying process. Identity resolution is the ability to recognize an individual person in real time by connecting multiple identifiers from their digital interactions. Marketers may not be aware that device ID 6 954 is already a client or that the X desktop user is actually the same person as the mobile user Y. To gain that unique and elusive view of the customer, marketers should look inward and become familiar with the basics of identity resolution. TruAudience solutions provide a precise and scalable identity driven by a three-dimensional view of people, homes, and devices, allowing for audience segmentation and consumer participation in offline, digital, and streaming environments.