Identity resolution is a process of connecting online activity and information from multiple data sources to specific users. It is a complex task due to technological silos, non-persistent data and data loss, as multiple providers are involved.
Identity resolutionplatforms 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.” Identity resolution can be done more thoroughly and precisely with modern artificial intelligence (AI) and machine learning (ML) tools. It will automatically merge these disconnected profiles, ensuring that there are no duplicates or other errors.
Identity graphics can also incorporate demographic, behavioral, financial, lifestyle, shopping, and other data collected or licensed from outside sources. Some providers use hybrid approaches to identity resolution, which attempt to compensate for deterministic and probabilistic weaknesses while capitalizing on their advantages. Deterministic identity resolution offers a high degree of confidence that you have resolved the correct data for each customer profile. To obtain that unique view of the customer, it needs to have good identity resolution.
Deterministic identity resolution is a high-trust approach that uses first-party data when it is known for certain that this user did it. Identity resolution software integrates consumer identifiers across all channels and devices in a precise, scalable and privacy-compatible way to create a persistent and addressable individual profile. Entity resolution is the same process that applies to linking disparate sources and fragments of information to specifically identified elements or to any type of entity, human or not. Identity resolution is essential for successful marketing as well as for complying with consumer privacy laws such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) of the European Union.
It is important to understand the security implications of identity resolution in order to ensure that customer data is secure and protected from malicious actors. Companies should use secure authentication methods such as two-factor authentication or biometric authentication to protect customer data from unauthorized access. Companies should also ensure that their identity resolution software is regularly updated with the latest security patches in order to protect against potential vulnerabilities.