Identity resolution solutions provide a macroeconomic view of identity data at all touchpoints, allowing marketers to create precise reference points from which up-to-date consumer identities can be determined. Whether through exact string matching or more complex logic, an identity matching solution is based on the underlying assumption that a direct identity link can form between data sources. This process of connecting unique “identifiers” to create a single, unified, persistent and real-time customer identity is essential for successful marketing and compliance with consumer privacy laws. Identity resolution solutions enable marketers to recognize a specific buyer, obtain information about their behavior and generate a personalized campaign for the customer. This gives companies that use identity resolution a competitive advantage.
Solutions that enable identity resolution, identity matching and identity management are designed to ensure that brands can dominate identity in their technology and advertising ecosystems. The identity resolution process has allowed a consumer to be linked to their diverse online identities, and sellers can move forward with a personalized action plan based on the person's habits and behaviors. Automated identity resolution solutions can quickly detect any changes in records that may violate existing policies or regulations. In addition to being essential for compliance with consumer privacy laws, such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) of the European Union, identity resolution is also key for improving data governance strategies. By collecting different sets of data and identifying non-obvious relationships, companies can create a unified and unique view of the customer. This allows them to better understand their customers' habits and behaviors, as well as improve processes and operations. Identity resolution is an invaluable tool for companies looking to improve their data governance strategies.
It provides marketers with the ability to recognize customers, obtain information about their behavior and generate personalized campaigns. It also helps companies comply with consumer privacy laws while creating a unified view of the customer.