Identity resolution is a process of linking online activity and information from multiple data sources to specific users. It is an EIIM configuration in which the input is identity information of the entity and the output is the identifier of the EIS that represents the entity. This process allows marketers to recognize a specific buyer, gain information about their behaviors, and generate a personalized campaign for the customer. Identity resolution platforms are essential software that integrates consumer identifiers across all channels and devices in a precise, scalable and privacy-compatible way to create a persistent and addressable individual profile.
This makes it possible for 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”. The identity resolution process primarily benefits sellers who seek to interact with their consumers through personalized interactions. However, there are some risks associated with identity resolution. For example, an offender can assume multiple identities using fraudulent or legitimate means.
Additionally, duplicate identity references can be introduced for a person due to errors in data entry. Business data managers have to make a number of important decisions during the identity resolution process. Marketers, advertisers and data brokers, as well as various government entities, are very interested in this capability, which can practically be done more thoroughly and precisely with modern artificial intelligence (AI) and machine learning (ML) tools. Fundamental research also continues on basic emergency room activities, including unsupervised learning in probability optimization and coincidence models, the application of graphics and network methods to the analysis of associations, identity management, open source ER systems, and a closer integration of ER and IQ activities. In conclusion, identity resolution is an important tool for marketers that allows them to gain insights into customer behavior and create personalized campaigns.
However, it is important to be aware of the risks associated with identity resolution such as fraud or errors in data entry.