Unlocking the Power of Identity Resolution for Omni-Channel Marketing

Identity resolution is a powerful tool used to track people on different platforms and target them with offers and products.

Identity resolution

is the science that connects the growing volume of consumer identifiers with a person as they interact across channels and devices. It 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. 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.

There is no standard model for an identity graphic, so each vendor will use their own selection of basic methods of personal identification, non-personal identification and name matching. Most providers provide persistent customer identifiers during the identity resolution process, which means that the identifier follows the person (or household) even when the identifiers change, which is inevitable. Identity Resolution works by resolving all the data points collected by the first, second and third parties. Data enrichment through the identity graph provides additional details and context about each person in the database.

Deterministic identity resolution offers a high degree of confidence that you have resolved the correct data for each customer profile. Identity resolution platforms allow marketers to “close the circle of marketing with customers, analysis and compliance with a comprehensive and holistic view of activity at all touchpoints and channels with an organization's customers”. 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. Omni-channel marketing is a form of marketing in which companies don't have to be everywhere, but should only be in places where their target customers are.

This is where identity resolution comes in handy. It enables brands to use data to transform 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. Identity resolution is becoming popular mainly because consumers are increasingly concerned about data privacy.

There are no assumptions or inferences about who a person is or what identifiers belong to them. 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. Identity resolution collects data about a person from different touchpoints where the customer has been, and then the software integrates and filters the data to understand which person is a customer or which person is about to become a customer. Identity resolution is an invaluable tool for brands looking to stand out in this competitive market by executing powerful multi-channel marketing campaigns.

It allows them to track people on different platforms and target them with offers and products while also ensuring compliance with consumer privacy laws such as CCPA and GDPR. Identity resolution platforms streamline integration with intelligent technology and advertising ecosystems while providing persistent customer identifiers that follow people even when their identifiers change.