Identity resolution, including enhanced identity resolution, is the science of connecting the growing volume of consumer identifiers to a person as they interact across channels and devices. This process helps create a coherent, omnichannel view of the consumer, allowing brands to provide relevant messages throughout the customer journey. The identity graphic would show a connection between a customer's email address and their credit card transaction so that you could resolve those two interactions in a single customer. To learn more about customer data platforms and the importance of enhanced identity resolution, don't miss these industry insights from the industry's leading professionals and vendors.
The main use cases of identity resolution are found in advertising technology and martech applications for customer acquisition, engagement, retention and loyalty. Most identity resolution providers maintain a patented identity graph or database that contains all known identifiers that correlate with individual consumers. Explore the essential platforms for identity resolution in the latest edition of this MarTech intelligence report. Identity resolution software is defined as 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.
Without an identity resolution, you would send 3 sets of full communications, which would annoy the customer and waste money on marketing. 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. When new events are associated with a customer ID, email, device ID, phone number, or any combination of identifiers, the Identity API attributes that data to the associated customer profile and MPid. Identity is the fundamental factor in generating information and information about consumers, whether a brand seeks to improve processes and operations or improve the customer experience.
As we have discussed, the goal of effective identity solutions is to achieve truly superior human-based marketing that allows marketers to recognize and reach real people across channels and devices in real time, rather than just marketing aimed at anonymous people or devices. Data enrichment through the identity graph provides additional details and context about each person in the database.