Probabilistic identity resolution is the use of predictive algorithms to find the probability that two records belong to the same individual. This process, also known as fuzzy matching, is used to match records that are likely to be related based on an accepted level of statistical confidence. It is a powerful tool for combining new data in customer records by finding matches between phone numbers, emails, device identifiers and user IDs. Determinism is a high-trust approach that uses first-party data when it is known for certain that this user did it.
On the other hand, probabilistic identity resolution allows you to reach a larger audience, but accuracy may be sacrificed in the process. Identity resolution consists of detecting patterns to determine if different facets constitute the same customer, person or organization. By using both deterministic and probabilistic comparison, an organization can significantly improve their chances of success by interacting with the right customer and providing them with a personalized experience. A deterministic approach offers a highly reliable and accurate identity, personality, and perspective on an individual consumer. However, it may be limited by the user's login requirement.
The number of providers offering identity solutions is growing rapidly, and everyone has their own unique ways of managing identity. If marketers want to have a unique view of the customer, they must look inward and familiarize themselves with the basics of identity resolution. Without an identity solution that aligns those fragmented data points and recognizes who a person is and their history with their brand, it's likely to offer a disjointed and incoherent customer experience. Identity resolution allows any team in the organization to access this profile and use it to provide better service to each individual customer. An identity graphics solution is a way to unite fragmented data and enable human-based marketing on digital and offline channels and devices. Solutions that enable identity resolution, identity matching and identity management are designed to ensure that brands can dominate identity in their technology and advertising ecosystems.
A real identity solution should connect data with consumers in a way that respects privacy by establishing unique identity resolution rules for the brand to create a single view of the consumer across all channels. However, it is often the case that a data solution that considers “identity” simply refers to the coincidence of an email address or an encrypted email address. There are no assumptions or inferences about who a person is or what identifiers belong to them. Many people mistakenly believe that CDPs resolve identity (and many CDPs allow them to believe it). With identity resolution, you can transform a unique identifier (such as an email or phone number) into an entire person. Your goal with an identity resolution system is to create a robust and accurate profile of each individual customer.
Identity resolution is not intended to replace other intelligent technology solutions, such as CDP (customer data platforms), but they are very complementary tools. Explore the platform capabilities of vendors such as Acxiom, Experian, Infutor, Merkle and others in MarTech's full intelligence report on identity resolution platforms. 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.
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