Identity resolution is a process used to match and combine multiple records for the same person or organization from different sources. It is an essential tool for marketers to understand their customers and ensure compliance with consumer privacy laws. Both deterministic coincidence and probabilistic matching have their advantages and disadvantages, which should be considered when choosing an identity resolution platform. Deterministic coincidence adopts an omnichannel vision that attempts to connect identifiers in digital and offline interactions, but can be difficult to scale and prone to inaccuracy.
Probabilistic matching can “eliminate” inaccurate data because it analyzes a variety of data points compared to binary coincidences, but is limited to online touchpoints. Some providers use hybrid approaches to identity resolution, which attempt to compensate for deterministic and probabilistic weaknesses while capitalizing on their advantages. It uses deterministic and probabilistic links and then merges the two sets of links to form new combined groups. Identity resolution solutions are designed to ensure that brands can dominate identity in their commercial and advertising technology ecosystems.
This means that they can gather fragmented data in an effort to identify, recognize and connect with consumers precisely, anywhere, at any time and through any channel, device, touchpoint or location to provide exceptional experiences. Identity graphics solutions work to synchronize customer data across the company by establishing unique global recognition rules, groups and identifiers specific to each customer on digital and offline channels, while respecting privacy by design. Probabilistic matching models use location data and browsing behavior (making assumptions about a multi-device user based on algorithms) to identify the user's identity. Knowledge-based matching or identity graphics uses a set of data from different presentations and representations of a person over time to recognize the real person behind the data points.
Automated identity resolution & data quality for each customer data source, segmented & activated. Identity resolution is essential for successful marketing as it allows marketers to “close the cycle of marketing with customers, analysis and compliance with a comprehensive and holistic view of activity at all touchpoints and channels with an organization's customers”. It also helps organizations ensure compliance by allowing them to track how data is collected, stored, and shared internally or externally. In conclusion, identity resolution or identity matching are sometimes misunderstood as finding a name, contact details, or even a person, but its primary purpose is to better understand customers by reconciling different customer records in different engagement systems.
This is especially important for marketing users, who have to constantly deal with the variations and complexities of customer data.