What is a First Party Identity Graph? A Comprehensive Guide

An identity graph is a digital database of anonymous customer profiles created to securely collect & organize web behavioral data of millions of people. Learn more about first party identity graphs & how they help businesses build stronger relationships with their

What is a First Party Identity Graph? A Comprehensive Guide

Your own business identity graphics contain the identifiers and signals that correlate with individual consumers. By organizing own digital and offline data with information from third parties, graphics connect and maintain consumer identity across all touchpoints, devices, channels and identity relationships. Is your marketing performance suffering from an identity crisis? If you don't have a customer intelligence solution that allows you to truly understand the ever-changing person behind the screen of your choice, most likely it will be. Every day, consumers are already switching between four connected devices, such as smartphones, laptops and tablets.

With the continuous arrival of new intelligent technologies on the market (kitchen appliances, cars and even umbrellas), customers' multi-channel habits will become even more complicated. Which means that so will the seller's ability to recognize and relate to them with relevance, coherence and punctuality at all points of contact. Here's a breakdown of everything you need to know about identity graphics. An identity graph, or identification graph, is a database that contains all known identifiers that are correlated with individual customers.

The different identification graphics offer different types of customer profiles, matching methodologies, speed and control. It's important to understand your options before making a decision. Authenticated profiles, or persistent profiles, are based on authenticated identifiers. These identifiers include email addresses or customer IDs that require logging in, making them more durable than data based on cookies that expire and are restricted to the Web.

When a customer “authenticates”, that is,. With every customer interaction, the persistent profile accumulates data, increasing clarity and value over time. Deterministic matching uses known customer information, such as anonymous login details or encrypted email addresses, to match and recognize people on whatever device they're using. As the data is authenticated, the match is made with 100% certainty.

Probabilistic matching uses anonymized data signals, such as IP address, device type, browser type, location, and operating system, to create probable statistical connections between devices. While probabilistic coincidence achieves greater scale, coincidence is not perfectly accurate. Brands can own their identity graphics, or they can take advantage of identity graphics collected by third parties, such as social networks, advertising partners, or onboarding providers. The advantage of having your identification graph is that you can make the most of this holistic data asset and control its use.

You can share the data with any partner in your vendor ecosystem. Continuously recognizing customers on all screens, in the context of their preferences, history and needs, allows marketers to understand customers as real people and offer genuine customer experiences. Some identification graphics collect data by retrieving static batch files from a seller's various channel platforms. This process usually takes five to seven days to upload, match, and send customer IDs.

Therefore, marketers can't take advantage of the latest data. Other identification graphics allow real-time data collection through their API, browser pixel and mobile SDK. Integrating live streaming data from all digital touchpoints and simultaneously synchronizing this information with offline data, such as CRM storages, call centers, POS systems, or other points of interaction, provides marketers with recognition capabilities that are always available. A consumer's journey spans a variety of devices, channels and platforms.

An identification graphic collects and connects all the different types of personal identifiers to a single person, so that a customer can be recognized and segmented with the right content and in the right context on all screens. The more insightful data you have about customers, the more you can personalize brand experiences. By loading data offline and combining it with digital identifiers and behaviors within the identification graph, a 360-degree view of a customer is obtained. Marketers can use this information to anticipate what consumers may need and develop strategies for future interactions, upselling or cross-selling opportunities, and even ways to re-engage customers who no longer have customers.

Having all device, channel and customer behavior data in one place allows advertisers to accurately measure the reach and frequency of their campaigns. They can analyze the performance of different ads and marketing tactics across channels and optimize what works and suppress what doesn't, reducing wasted advertising spend and oversaturation. Because customers demand immediate, seamless, and contextually relevant brand experiences as they move between touchpoints, marketers need to catch up with identification graphics. By working with a unified data set, brands can understand and relate to customers with authentic and meaningful experiences in the moment which will generate better marketing results in the future to improve brand loyalty.

Digital marketing and customer relationships are constantly evolving; marketers looking for innovative strategies to differentiate themselves and offer genuine customer experiences are often overwhelmed by the proliferation of available technological options. An identity graph is a digital database of anonymous customer profiles created to securely collect and organize the web behavioral data of millions of people. The identity graphic collects these identifiers and links them to customer profiles which are used to segment and personalize marketing messages.

Identity resolution

, (the science of connecting the growing volume of consumer identifiers to a person as they interact on all channels and devices) has become fundamental to successful marketing in addition to being essential to complying with consumer privacy laws such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) of the European Union.

Examining marketing jargon can be a slow and frustrating task for any growth-oriented business leader especially when the identity landscape evolves so rapidly. In response to the decrease in trust between brands and consumers due to privacy concerns it has become increasingly important for businesses to invest in solutions that allow them to build relationships based on trust transparency respect for privacy rights compliance with regulations such as GDPR CCPA etc. By leveraging an identity graph businesses can gain access to valuable insights about their customers while also ensuring compliance with privacy regulations thus allowing them to build stronger relationships with their customers while also protecting their privacy rights.

Terri Benigno
Terri Benigno

Passionate pizza aficionado. Subtly charming travel fanatic. Proud coffee junkie. Certified twitter geek. Typical music fanatic. Freelance bacon specialist.

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