Identity resolution is a process of linking online activity and information from multiple data sources to specific users. This technology is used by marketers, advertisers, data brokers, and government entities to gain a better understanding of their customers. With the help of modern artificial intelligence (AI) and machine learning (ML) tools, it is now possible to connect disconnected online and offline identities. The main use cases of identity resolution are found in advertising technology and martech applications for customer acquisition, engagement, retention, and loyalty.
Acxiom Real Identity is a technological solution that allows users to identify consumers and connect with them. This customer data management and identity resolution platform can help provide the “segment one” experience, where each customer gets a personalized brand experience based on their own characteristics, behavioral triggers, and journey map. In response to the decrease in the availability of third-party cookie data and the increasing use of privacy tools for consumers, such as advertising and location blocking applications, several providers of identity resolution platforms are offering new identity graphics based on their own or third-party data sets. The ultimate goal of marketing for identity resolution is to support and enable data activation, encouraging segmented audiences to participate in highly personalized campaigns through a variety of intelligent technologies (CRM, DMP, marketing automation platforms, ESP, etc.).Forrester found that most C-level executives overvalue the accuracy and persistence of their marketing organization's customer identity.
Identity 360 opens up many ways for companies to improve their customer experience. Explore the platform capabilities of vendors such as Acxiom, Experian, Infutor, Merkle and others in MarTech's full intelligence report on identity resolution platforms. Both approaches have their advantages and disadvantages, which should be considered when choosing an identity resolution platform. Identity resolution helps companies reconcile much of their customer data, identify unique customers, and personalize experiences with much more coherent marketing campaigns. For example, baristas can offer customers food and beverages based on their identity.
Identity resolution platforms support marketing processes around segmentation, measurement, and personalization for known and anonymous audiences on digital and offline channels. Merkury is an identity resolution platform from Merkle that allows sellers, media owners, and publishers to own, create, and control a private identity graphic without cookies. When considering the cost of implementing an identity resolution system it is important to consider the benefits it can bring. With this technology companies can create more specific campaigns that target individual customers with personalized experiences. This can lead to increased customer loyalty which can result in increased sales.
Additionally, companies can save money by reducing the need for third-party cookie data.