Identity resolution is a critical tool for marketers, allowing them to gain a comprehensive and holistic view of their customers' activity across all channels and devices. This is especially important in light of the decrease in third-party cookie data and the increasing use of privacy tools by consumers. Several identity resolution platforms are now offering new identity graphics based on their own or third-party data sets. Identity resolution is the science that connects the growing volume of consumer identifiers to a person as they interact across channels and devices. It is essential for successful marketing and for complying with consumer privacy laws, such as the CCPA and the GDPR.
It is also important to ensure legal compliance and maintain consumer trust when managing identity. Identity resolution can create a unified and unique view of the customer by using necessary data points, processes, data improvement, links, and management. It can generate information about consumers, whether a brand seeks to improve processes and operations or improve the customer experience. Identity solutions can enable powerful, human-based participation by recognizing consumers on digital and offline channels. Probabilistic matching models use location data and browsing behavior to identify the user's identity. This may be appropriate for analytics use cases where approximate figures are sought and there is little at stake for resolving the identity incorrectly.
However, it is important to look beyond the surface to take advantage of the full potential (and complexity) of identity solutions.