In today's digital world, understanding your customers is essential for success. With the ever-growing volume of data, it can be difficult to make sense of it all, especially when it comes to gathering data for identity resolution. That's where identity resolution comes in. Identity resolution is the process of connecting data points to create a comprehensive view of a customer.
It helps you to fill in the gaps in your data and reach your customers where they are most active. Using identity resolution, you can improve the personalization of your messages with consumers and coordinate your efforts across all screens. This can lead to smoother interactions and increased consumer participation. However, there are challenges associated with identity resolution that must be addressed.
One of the main challenges is data quality. As more data is created and consumed, it must be moved between various sources, systems, applications, and connection points. To ensure success throughout the product and customer lifecycle, brands must think about protecting data quality. Another challenge is that of disconnected online and offline identities.
Connecting a person's online and offline identities is a complex task due to technological silos, non-persistent data, and data loss. An identity resolution strategy that is too simplistic can lead to potential non-compliance with regulations such as the GDPR, CCPA or VPPA. To address these challenges, brands should invest in identity resolution programs that use deterministic matching to create separate profiles for users who operate on more than one side of a market. Technology such as Lotame's human-based identification solution can help you take advantage of identity resolution. Additionally, investing in device resolution with a stable and compatible browser-level identifier can help maintain the links for each individual. Identity resolution is essential for successful marketing and compliance with consumer privacy laws.
It helps you to understand your customers better and improve the personalization of your messages with consumers. By investing in identity resolution programs and technologies, you can ensure that your activities are kept in line with privacy regulations while also improving customer experience.