Identity resolution is a powerful tool that allows organizations to connect and consolidate the identities of all their data silos. By unifying data from different sources, identity resolution creates a single view of each person, more complete and accurate than before. This process is defined as the process of linking online activity and information from many data sources with specific users. Marketers, advertisers, data brokers, and government entities are all interested in this capability, which can be done in the most complete and accurate way with modern artificial intelligence (AI) and machine learning (ML) tools.
Identity resolution improves the quality of customer data by eliminating redundancies, unifying data, and creating a more accurate view of your customers. With a holistic view of your customers, you can better understand their interests and needs and how to attract them. This is critical to personalizing the customer experience and supporting the privacy of customer data. The identity graphic collects these identifiers and links them to customer profiles, which are used to segment and personalize marketing messages. As defined by Gartner, identity resolution is “the discipline that consists of recognizing people across all channels and devices and associating them with information used for marketing and advertising.”Some providers use hybrid approaches to identity resolution, which attempt to compensate for deterministic and probabilistic weaknesses while capitalizing on their advantages.
In fact, two of these 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 and, therefore, a much more specific and focused campaign can be made on this person. The objective of Identity Resolution is to obtain a holistic view of customer interactions with the brand in an omnichannel environment, which is key to turning the complexity of data into an opportunity to provide an exceptional customer experience. At the macroeconomic (segment) level, identity resolution makes it possible to improve segmentation and segmentation, since it helps marketers to better define “similar” audiences and even to discover new audience segments to offer more specific campaigns on a large scale. Most providers provide persistent customer identifiers during the identity resolution process, which means that the identifier follows the person (or household) even when the identifiers change. Unfortunately, the interactions between your company and the target audience are fragmented into a sea of devices, platforms and channels, making methodologies such as identity resolution a fundamental component of current marketing efforts. To learn more about customer data platforms and identity resolution, don't miss out on these industry insights from the industry's top professionals and vendors. Identity resolution is fraught with debates about the best ways to respect a user's privacy and, at the same time, provide personalized information. Identity resolution is a key part of any effective data strategy, and it's an element that benefits teams across the organization, from marketing and growth teams to product and even support teams. Having all this device, channel, and customer behavior data in one place allows brand marketers to more accurately measure the reach and frequency of their campaigns, and analyze the performance of different advertisements and marketing tactics across channels. Explore the platform capabilities of vendors such as Acxiom, Experian, Infutor, Merkle and more in MarTech's full intelligence report on identity resolution platforms.