Identity Resolution helps create a unified view of the user across devices, applications and unique identifiers.
Identity resolutionis essential to understanding the customer journey at multiple touchpoints, allowing brands to offer personalized experiences to their customers on a large scale. Many marketers are still trying to understand what identity resolution is, how it works, why you would want it, and how ridiculously amazing it is. Let's make that clear with a few identity resolution use cases, okay? Some of these identity resolution case studies are actually brilliant examples of real customers.
Others are things that we've come up with to inspire you (but that are still completely feasible if you like them). This is one of our favorite identity resolution use cases. There are almost endless identity resolution use cases to make identity resolution work for you and your brand throughout the customer journey. Identity resolution is defined as the process of linking online activity and information from many data sources with specific users.
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. However, in the digital age, with the proliferation of technology, the challenge of identity (being able to recognize the same customer at multiple points of contact and data to create a single view of the customer) becomes much greater. By accessing disparate data that is in silos and assimilating it into an identity perspective that is consistent and persistent over time, identity solutions allow marketers to take partial data and turn it into a fully recognized individual view of the customer. Capable of recognizing consumers on digital and offline channels, identity solutions can enable powerful, human-based participation.
With an identity solution, marketers and advertisers can achieve accurate, real-time effectiveness in their human-based marketing and advertising campaigns, which translates into a more efficient use of the budget and a higher ROI. Explore the essential platforms for identity resolution in the latest edition of this MarTech intelligence report. A deterministic approach offers a highly reliable and accurate identity, personality, and perspective on an individual consumer. As consumer identities change and evolve rapidly, understanding how to achieve accurate, human-based marketing on digital and offline channels and devices represents a complex challenge for marketers.
Some identity specialists make a distinction between probabilistic and anonymous identities. Explore the platform capabilities of vendors such as Acxiom, Experian, Infutor, Merkle and others in MarTech's full intelligence report on identity resolution platforms. An identity graphics solution is a way to unite fragmented data and enable human-based marketing on digital and offline channels and devices. When these online and offline identities haven't been reconciled or unified into a single source of information, the result is often an inaccurate and disconnected view of your customers, causing marketing programs to fail.
Thus, identity resolution is a subset of entity resolution, but it is the most common and significant type of entity resolution. Of course, this isn't a new challenge; traditionally, in the offline space, marketers have had to track identity across multiple channels and events in consumers' lives. Providers of identity resolution solutions create referential identity graphics to provide a macroeconomic view of identity data at all touchpoints in order to have precise reference points from which up-to-date consumer identities can be determined. The identity resolution algorithm connects these anonymous identifiers until there is a personal profile.