Deterministic identity resolution is a high-trust approach that relies on first-party data when it is known for certain that a user has taken an action. Probabilistic identity resolution, on the other hand, uses predictive algorithms to determine who a customer is likely to be. It is important to understand the difference between these two methods in order to effectively use identity resolution. Deterministic data is information that is known to be true and accurate because users provide it directly or because it is personally identifiable, such as names or email addresses.
This data can be used to assign an identity when an email address provided by a publisher or advertiser matches the same email address in an identity graph or database of users who have logged in. Probabilistic identity resolution, however, refers to the use of predictive algorithms to find the probability that two records belong to the same individual. This method is used when publishers want to assign an identity to someone who hasn't logged in, or when a demand platform or identity graph provider wants to find out if there is a match between a site visitor and another existing identifier. Probabilistic data points are used to assign the identity based on a variety of factors.
It is important for marketers to keep their CRM data up to date in order to ensure that their identity is constantly up to date. Roqad's identity resolution graphs help advertisers understand the behavior of their customers on all devices and optimize their marketing spending on all channels, leading to user-centered communication. The key ingredient of deterministic identity is usually the information that someone provided themselves, usually when logging in with a name, email address, or phone number. However, with the industry looking for alternatives to third-party cookies, probabilistic methods are being used more frequently, especially in descriptions of how the new generation of so-called non-cookie identifiers works.
It has been found that 60% of customers have changed their identity offline within two years: they've moved, changed their phone number or email address, got a new job, or changed their last name.