Identity graphs are a powerful tool used to create a unified view of customers, connecting all the data of an individual user across devices and channels. This allows marketers to link each customer to their offline behavior and accurately identify them on an individual level. Identity resolution is the process of linking online activity and information from many data sources with specific users. An identity graph is used for real-time advertising personalization and segmentation for millions of users.
It can store profile data and easily connect new consumer identifiers to profiles, providing a holistic picture of a customer based on all the identification and behavioral data collected at all their touchpoints. Identity resolution algorithms can be based on several dozen types of details and fingerprints, obtaining data from a variety of sources such as CRM, e-commerce software, and advertising and marketing platforms. Increasing privacy regulations and third-party tracking challenges have created an identity crisis in digital advertising. Identity graphics make it possible to collect, activate and organize data across channels and platforms.
Marketers must resolve identity on all devices in order to count unique touchpoints and correctly attribute advertising investment to results. True accuracy requires external validation based on a known and proven identification graphic, recognizing incorrect data, correcting it and joining the fragments and missing pieces of the identity puzzle. Using an identity graph provides many benefits for marketers. It increases marketing credibility by allowing companies to create a unique and true view of their customers that can be used consistently across a portfolio of brands, business units and product lines.
It also allows companies to accurately identify customers and interact with them in a personalized way, gaining greater prestige and credibility internally. Identity graphics are an invaluable tool for marketers looking to gain a better understanding of their customers. By linking several types of identifiers to form a coherent and unified view of the customer, companies can create useful customer identity profiles that can greatly improve marketing campaigns, customer experiences, and more.