Identity resolution is a powerful tool that can help businesses transform their customer experiences into human, physical and digital touchpoints. By combining the capabilities of data loading, persistent identification, segmentation and real-time audience matching, brands can execute powerful multi-channel marketing campaigns. Identification helps create a complete and accurate view of each customer, allowing companies to offer more personalized marketing and customer experiences. But what do we really mean when we refer to identity? Because of the proliferation of the term, it's important to look beyond the surface to harness the full potential (and complexity) of identity solutions. In addition, by helping customers feel welcome, effective identity resolution platforms can promote a more memorable customer experience. All types of businesses, from family members to Fortune 500 companies, are now turning to identity resolution services to help their customers better manage and protect their personal data.
The need and type of identity resolution may vary depending on the company's challenges and objectives. Therefore, it is essential to understand the complexities of identity when creating a comprehensive identity solution that can help marketers achieve that holistic and required vision. In response to the decrease in the availability of third-party cookie data and the increasing use of privacy tools for consumers, such as advertising and location blocking applications, several providers of identity resolution platforms are offering new identity graphics based on their own or third-party data sets. As consumer identities change and evolve rapidly, understanding how to achieve accurate, human-based marketing on digital and offline channels and devices represents a complex challenge for marketers. Identity resolution is the way to attribute customer interactions with your company at all touchpoints. And while industries such as financial services have other regulatory considerations, marketers must also be prepared and able to achieve identity resolution with an even higher level of compliance and transparency to ensure consistent trust. The goal of effective identity solutions is to achieve truly superior human-based marketing that allows marketers to recognize and reach real people across channels and devices in real time, rather than just marketing aimed at anonymous people or devices.
The identity graphic collects these identifiers and links them to customer profiles, which are used to segment and personalize marketing messages. Both approaches have their advantages and disadvantages, which should be considered when choosing an identity resolution platform. Capable of recognizing consumers on digital and offline channels, identity solutions can enable powerful, human-based participation. 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. A solution that is becoming increasingly attractive is to create a unified identity for each customer and to match each data and point of contact with a unique profile. By understanding how identity resolution works and its potential benefits for businesses, companies can unlock its power to create more meaningful customer experiences.
With the right platform in place, businesses can leverage identity resolution capabilities to gain a better understanding of their customers' needs and preferences in order to deliver more personalized marketing messages.