In today's fragmented, digital-focused world, marketing teams must work to unify their vision of the customer. However, precisely resolving consumer identities has proven to be a challenge for most brand marketers. Fortunately, identity resolution can help bridge the gap between customer data and marketing success. Identity resolution is the process by which customer interactions across platforms, channels, and devices are connected to a single customer profile.
This allows brands to recognize a person at all touchpoints and customize their buying process specifically for them, so that they have an excellent and consistent experience. Not only is identity resolution critical to successful marketing, but it's also essential for complying with consumer privacy laws, such as the CCPA and the GDPR. To achieve a single, unified view of the customer through identity resolution, you need an identity graph, a database of profiles that contains all the known identifiers correlated with people. Explore the platform capabilities of vendors such as Acxiom, Experian, Infutor, Merkle and others in MarTech's full intelligence report on identity resolution platforms. With identity resolution, you can adapt experiences to specific customer needs, interests, and behaviors.
Universal marketing doesn't work; buyers know what information sellers should have and how they should use it. Achieving a single, unified view of the customer through identity resolution allows us to understand each customer more fully to provide them with better experiences and, ultimately, increase the likelihood that they will return. Identity resolution is an invaluable tool for marketers looking to improve their customer experience and increase their success in today's digital world. By leveraging identity resolution platforms to create a single view of the customer across all touchpoints and channels, brands can ensure that their customers have an excellent and consistent experience.