In today's digital world, personalization is key to successful marketing campaigns. To achieve this, identity resolution platforms are essential. These software solutions integrate consumer identifiers across all channels and devices in a precise, scalable and privacy-compatible way to create a persistent and addressable individual profile. This blog post will explore how you can use identity resolution to implement personalization in your marketing campaign with examples of how smart and creative brands do it. Identity resolution is the ability to recognize an individual person, in real time, by connecting several identifiers of their digital interactions.
We can think of it as a way of connecting these identifiers and user behaviors, both known and unknown, with a single consumer profile. This allows marketers to connect the dots between the customer's browsing as an anonymous user and their browsing and purchases after creating an account. However, precisely resolving consumer identities has proven to be a challenge for most brand marketers. Both approaches have their advantages and disadvantages, which should be considered when choosing an identity resolution platform. The ultimate goal of identity resolution marketing is to support and enable data activation, encouraging segmented audiences to participate in highly personalized campaigns through a variety of intelligent technologies (CRM, DMP, marketing automation platforms, ESP, etc.).Identity resolution is becoming popular mainly because consumers are increasingly concerned about data privacy.
Context is an important element in the evolution of the home, and identity resolution helps take it to the next level. Forrester found that most high-level executives overvalue the accuracy and persistence of their marketing organization's customer identity. While it may seem like they want the best of both worlds, identity resolution allows consumers to be offered the personalized experience they expect without compromising their privacy. Marketers must resolve identity indicators in different systems and, at the same time, face an explosion of sources and types of data (streaming, batch, structured, semi-structured, semi-structured, unstructured and third-party data), all of which are possible sources of customer data that must be reconciled in the different participation systems. Third-party identity graphics use cooperative data exchange agreements between multiple brands or publishers to create common, anonymous identity assets.
It provides marketers with the tools and capabilities needed for robust identity resolution, including advanced data comparison, which adds an important element of context that is needed to recommend the next best relevant and personalized actions.
The Benefits of Identity Resolution for Personalization StrategiesIdentity resolution offers many benefits for personalization strategies. It allows marketers to identify customers across multiple channels and devices in real time. This helps them create more accurate customer profiles that can be used for targeted campaigns. Additionally, it enables marketers to track customer behavior across multiple channels so they can better understand their customers' needs and preferences. Identity resolution also helps marketers create more effective campaigns by providing them with insights into customer behavior.
This allows them to tailor their campaigns to specific audiences based on their interests and needs. Finally, identity resolution helps marketers protect customer privacy by ensuring that customer data is not shared with third parties without permission.
ConclusionIdentity resolution is an essential tool for personalization strategies. It allows marketers to identify customers across multiple channels and devices in real time so they can create more accurate customer profiles for targeted campaigns. Additionally, it enables marketers to track customer behavior across multiple channels so they can better understand their customers' needs and preferences.
Finally, identity resolution helps protect customer privacy by ensuring that customer data is not shared with third parties without permission.