Identity resolution is the science of connecting the growing volume of consumer identifiers to a single profile, allowing brands to provide relevant messages throughout the customer journey. It is the process of matching the identifiers of all devices and touchpoints to a single profile, helping create a coherent, omnichannel view of the consumer. Identity resolution is defined as the process of linking online activity and information from many data sources with specific users. Marketers, advertisers, data brokers, and various government entities are very interested in this capability, which can practically be done more thoroughly and precisely with modern artificial intelligence (AI) and machine learning (ML) tools.
Probabilistic identity resolution provides different levels of statistical confidence, depending on the models used in the process. Identity graphics can also incorporate demographic, behavioral, financial, lifestyle, shopping, and other data collected or licensed from outside sources. Occasional visits only produce anonymous identifiers, but when a user buys a product or fills out a form, information about their email or mailing address can also identify large blocks of the identity graphic. Identity resolution is not only critical to successful marketing but also essential for complying with consumer privacy laws such as the CCPA and GDPR.
It is the ability to recognize an individual person in real time by connecting several identifiers of their digital interactions. Most providers provide persistent customer identifiers during the identity resolution process, which means that the identifier follows the person (or household) even when the identifiers change. Entity resolution usually connects disparate data sources to find relationships in several data silos and obtain a single view, creating a master data management system (MDM) by combining data from different sources. Incorporate data from all identity spaces to develop and maintain the best possible view of your customers with stored and derived attributes.
By accessing disparate data that is in silos and assimilating it into an identity perspective that is consistent and persistent over time, identity solutions allow marketers to take partial data and turn it into a fully recognized individual view of the customer. A system that allows brands to maintain accurate and quality data; integrate their own, secondary and third-party data; and comply with privacy and security legislation while taking advantage of market-leading identity resolution capabilities and link technology. With an identity solution, marketers and advertisers can 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. The identity resolution algorithm connects these anonymous identifiers until there is a personal profile.