Identity resolution is the science of connecting the growing volume of consumer identifiers to a single profile, allowing brands to create a coherent, omnichannel view of the customer. It is the process of matching the identifiers of all devices and touchpoints to a single profile, helping marketers to provide relevant messages throughout the customer journey. Identity resolution refers to the anonymous profile of a consumer that is collected on all devices. Combining data collected from laptops, mobile phones, email subscriptions, televisions, and offline purchases into a single set can give 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. More generally, they can know the gender, age, location, and things that a person likes to read online, shop, and so on. Marketing teams use identity resolution as a way of connecting these identifiers and user behaviors, both known and unknown, to a single consumer profile. This capability can be practically done in the most complete and accurate way with modern artificial intelligence (AI) and machine learning (ML) tools. Probabilistic identity resolution allows you to reach a lot of people, but if you sacrifice accuracy, they may not be the people you want to reach. Identity resolution allows you to collect data in a transparent and compatible way, providing the details you need to create an identity graphic full of consumer data and behaviors.
The identity resolution process is based on this identity graphic to associate information with a person, learn more about that person, and reach that person across devices and channels. Third-party identity graphics use cooperative data exchange agreements between multiple brands or publishers to create common, anonymous identity assets. For this purpose, identity resolution platforms are essential. These are 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. Taking advantage of identity solutions must be a top priority for any data marketer seeking continued success in an increasingly competitive digital world. So how can identity solutions create a unified and unique view of the customer? We believe that the necessary data points, processes, data improvement, links and management are required.
Identity resolution is the ability to recognize an individual person in real time by connecting several identifiers of their digital interactions. In the digital age with the proliferation of technology, this challenge becomes much greater.
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