Identity resolution is a process that helps brands create a unified, omnichannel view of their customers. It involves connecting multiple identifiers from different platforms and devices in real time to allow for segmentation, personalization, and measurement. Identity resolution is the science of matching the identifiers of all devices and touchpoints to a single profile. This helps brands provide relevant messages throughout the customer journey.
For example, if you combine data collected from laptop browsers, mobile phones, email subscriptions, televisions, and offline purchases into a single set, you could get a very complete picture of a person. However, all of this data has been anonymized so that the seller does not know any identifying information, such as name, email address, telephone number or postal address. More generally, they can know the gender, age, location, and things that a person likes to read online, shop, etc. The identity graphic collects these identifiers and links them to customer profiles, which are used to segment and personalize marketing messages.
Identity resolution is essential to meaningfully engage with consumers on all screens in a way that respects privacy. Identity resolution platforms should be able to streamline integration with the customer's intelligent technology and advertising ecosystems by providing pre-designed (or native) connections and a wide set of APIs for custom integrations. Identity resolution 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. Depending on the technology and data sets used, identity resolution can provide either probabilistic or deterministic matches.
Probabilistic matches are profiles compared by estimating the statistical probability that two identities are the same customer. Deterministic matches are profiles compared by verifying that two identities are the same customer. Many companies use identity resolution platforms to create more holistic customer experiences. Starbucks uses Amperity to unite 360 customer identities while FinishLine uses LiveRamp's identity resolution solutions in its search and paid shopping campaigns.
Identity resolution helps them identify unique customers and personalize experiences with much more coherent marketing campaigns. Identity resolution continues to become increasingly important for marketers as consumers use an increasing variety of devices and channels throughout the day.