Identity resolution is a powerful tool that allows companies to continuously update and refine their customer profiles as people progress through their customer journey.
Identity resolutionis the process of attributing customer behavior and interactions with your 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. The importance of identity resolution lies in its ability to consolidate your vision of customers and create specific and measurable marketing campaigns.
Collecting all the data about your customers and merging it into a single registry remains a largely unresolved challenge. Without identity resolution, customers are nothing more than a number, an identifier or a transaction, with no concrete information about their preferences or the devices they use. Some identity resolution services can also help you track anonymous visitors and personalize your marketing with similar models, which can identify people who are likely to be part of your target audience. We have identified four elements that have the greatest impact on a successful implementation of identity resolution:
- Data Quality: The quality of the data used for identity resolution is essential for accurate customer segmentation.
- Data Sources: The more data sources you have, the more accurate your customer segmentation will be.
- Data Integration: Data integration is key for identity resolution to work properly.
- Data Security: Data security is essential for identity resolution to be successful.
Marketing teams that want to find the best way to send prominent advertising messages to interested eyes and ears use identity resolution. Before you fully jump into an identity resolution program, it's imperative that you gather all your customer data in one place with a customer data platform (CDP). Many people mistakenly believe that CDPs resolve identity (and many CDPs allow them to believe that). While identity resolution refers to linking data and online activities to specific people or users, entity resolution is the same process that applies to linking disparate sources and fragments of information to specifically identified elements or to any type of entity, human or not. Occasional visits only produce anonymous identifiers, but when a user buys a product or fills out a form, information about their email or mailing address can also identify large blocks of the identity graphic. The crux of the matter is that, for a company to obtain that unique and elusive view of the customer, it needs to have good identity resolution.
Identity resolution is the ongoing process of linking together multiple identification elements to create and expand a unique identity. There are no assumptions or inferences about who a person is or what identifiers belong to them.