Identity resolution is the process of determining customer identities based on information that is known to be true, such as first-hand data. It is used to combine new data into customer records by finding matches between phone numbers, emails, device identifiers and user IDs that you already have. Deterministic identity resolution is a high-trust approach that uses first-party data when it is known for certain that this user did it. Probabilistic coincidence, on the other hand, is based on what you predict to be true, based on predictive modeling.
It focuses on the certainty of consumer actions rather than on assumptions. With the right data, deterministic identity resolution allows marketers to create highly accurate customer profiles. Marketers can take advantage of deterministic profiles to offer better personalized and relevant content throughout the customer journey. It also helps protect sellers from depending on uncertain coincidences that could jeopardize their relationships with consumers.
Deterministic tools are also essential for maintaining personalized customer service, as they link data from different sources and give customer service teams direct access to the right information to resolve customer inquiries more quickly and efficiently. The hardest part of first-hand data is getting customers to provide this information from the start. That's why more and more brands are using promotions or personalized products to gain information about customers and accumulate their own arsenal. As marketers gather first-hand data and gain a complete view of their audiences, they must also think about how to interact with customers across multiple channels.
Fortunately, deterministic identity resolution allows brands to connect consistently and securely with customers across multiple channels and devices. Deterministic identity resolution helps link device IDs to user profiles, allowing marketers to better understand the role of each channel in conversions. It also helps marketers develop real relationships with engaged customers and reach them with the right message at the right time. With identity resolution, companies can reconcile anonymous visitor data with their known visitor data and gain deeper insights than ever about customer behavior to drive sales and retention. Before jumping fully into an identity resolution program, it's imperative that you gather all your customer data in one place with a customer data platform (CDP). To make the most of their own data, marketers must take advantage of deterministic identity resolution to deliver personalized content and communicate consistently with their audience on all channels.