Identity resolution is a powerful tool that can be used to improve risk management strategies. It is a set of rules that govern how data is assigned upon arrival, whether the incoming data is used to create a new user record or is added to an existing user record. Identity resolution plays a vital role in managing customer lifecycle risks by establishing relationships and understanding the links between various sets of data and, ultimately, improving the detection and investigation of suspicious activity. Identity graphics can also incorporate demographic, behavioral, financial, lifestyle, shopping, and other data collected or licensed from outside sources, such as online news sites, purchase transactions, surveys, email service providers (ESP), motor vehicle registrations, voter registration, and other public records.
In addition, the identity of a single person is essential for satisfied and loyal customers who love to interact with your brand. Some providers use hybrid approaches to identity resolution, which attempt to compensate for deterministic and probabilistic weaknesses while capitalizing on their advantages. Identity resolution is a fundamental part of any customer data strategy, and while there is no shortage of opinions on the subject, there are some important considerations that can have a major impact on the customer 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. The way you perform identity resolution can have a profound impact on the customer experiences you can offer.
Whether the solution uses simple UNIONS or a complex combination of identities, identity resolution must be accompanied by the collection of events in real time. For this purpose, identity resolution platforms are essential, that is, software that integrates consumer identifiers across all channels and devices in a precise, scalable and privacy-compatible way to create an individual, persistent and addressable profile. Both approaches have their advantages and disadvantages, which should be considered when choosing an identity resolution platform. Soon, your brand will enjoy the benefits of identity resolution and of achieving a connected consumer experience in its omnichannel marketing campaigns. As a new Tapad Graph module, Switchboard will connect traditional digital identifiers with cookie-free identifiers to support the entire advertising ecosystem with future-proof and privacy-secure identity resolution. Identity resolution (the science of connecting the growing volume of consumer identifiers to a person as they interact across channels and devices) has become fundamental to successful marketing, in addition to being essential to complying with consumer privacy laws, such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) of the European Union.
Using identity resolution, marketers will be able to match and connect multiple identifiers on all devices and touchpoints. Identity resolution platforms should be able to streamline integration with the customer's intelligent technology and advertising ecosystems by providing pre-designed (or native) connections and a wide set of APIs for custom integrations. Explore the essential platforms for identity resolution in the latest edition of this MarTech intelligence report.