Identity resolution is a data management process that verifies, validates and adds information on all devices and fingerprints through a single matching process to create a unique, data-rich profile for a person or company. This process helps companies prepare, clean, merge or migrate data; identify marketing objectives; improve analytics; prevent fraud and ensure compliance with industry or data regulations. Data enrichment through the identity graph provides additional details and context about each person in the database. By adopting this model, there has been a rapid shift towards companies that prefer to resolve identity in the warehouse and obtain much more value by choosing this strategy. Any company is likely to have customer data from many different places: in application databases, in its CRM and marketing and support tools, in offline interactions, and in behavioral events collected directly from its digital products.
While you're trying to do all of these things, Identity Resolution can work silently, constantly and regularly in the background to help make sense of all of this. Compared to standard CDP solutions, such as MPArticle, Segment, Tealium and Simon Data, the tools for resolving identities within the warehouse are much more flexible and robust, allowing data teams to align their analysis with the way they then operate and distribute the data to the rest of the company. Data activation is an important part of identity resolution. It helps publishers to connect the dots about their consumers. Reverse ETL is also an important part of identity resolution.
It fits into the modern data stack and is different from ETL. Blocked: Often there is no easy way to export the combined identities from a CDP directly to the data warehouse. Fragile: If you ever need to make changes to identity settings within a cloud CDP, you won't be able to do so after the live data has been sent. Identity resolution is essential for any company that wants to make sense of their customer data. It helps them manage their data more effectively and efficiently.
It also helps them prevent fraud and ensure compliance with industry or data regulations. It is important for companies to manage identity resolution themselves within their data warehouse as cloud CDPs don't meet expectations when it comes to real-time identity calculation.