For marketers, identity resolution platforms are essential tools to integrate consumer identifiers across all channels and devices in a precise, scalable and privacy-compatible way. This allows them to create a persistent and addressable individual profile, which can be used to recognize a specific buyer, gain information about their behaviors, and generate a personalized campaign for the customer. Identity resolution is the ability to recognize an individual person, in real time, by connecting several identifiers of their digital interactions. There is no standard model for an identity graphic, so each vendor will use their own selection of basic methods of personal identification, non-personal identification and name matching.
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. Deterministic identity resolution offers a high degree of confidence that you have resolved the correct data for each customer profile. Probabilistic matching models use location data and browsing behavior (making assumptions about a multi-device user based on algorithms) to identify the user's identity. This allows marketers and advertisers to 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. Only a sophisticated and well-organized identity character allows marketers to track that person through those touchpoints to transmit the right contextual message. It is important to ensure legal compliance and maintain consumer trust when managing identity.
With an identity solution, companies can gain a competitive advantage by offering customers personalized campaigns.