Identity resolution is a process that allows marketing organizations to create a unified view of customers. It is used to determine that two or more data representations can be resolved into a single object representation. This process is managed in the data warehouse and is supported by identity resolution platforms for marketing processes such as segmentation, measurement, and personalization for known and anonymous audiences on digital and offline channels. When it comes to identity resolution, personal identity attributes are more important than social relationship attributes.
For example, if there are two identity records with identical dates of birth and last names, the system will resolve them into one if the matching score of their names exceeds the threshold. Third-party identity graphics use cooperative data exchange agreements between multiple brands or publishers to create common, anonymous identity assets. Social identity attributes can be more reliable than personal profiles, since an individual cannot easily alter or falsify them. Missing values, if present in many fields of a record, can represent a major challenge for identity resolution techniques.
This is not limited to the names or addresses of people, since there is a growing need to resolve records associated with other types of data such as product names, product codes, object descriptions, reference data, etc. The selection of an identity resolution tool must be accompanied by a process to analyze the suitability of the entity's data elements as identifying attributes of candidates. Two main considerations that influence the implementation of the identity resolution configuration are the access mode and the universe model. When it comes to manual and automated identity resolution methods, there are some key differences. Automated identity resolution is faster and more efficient than manual methods. It also eliminates human error and can be used to process large amounts of data quickly.
Manual methods require more time and resources and can be prone to errors due to human oversight. Automated methods are also more cost-effective than manual methods. In conclusion, automated identity resolution is a powerful tool for marketing organizations to create a unified view of customers. It is faster and more efficient than manual methods and eliminates human error while processing large amounts of data quickly. It also requires fewer resources and is more cost-effective than manual methods.