Identity resolution is a powerful tool that helps brands create a unified, omnichannel view of their customers. It is the process of matching the identifiers of all devices and touchpoints to a single profile, allowing for more relevant messages throughout the customer journey. Probabilistic identity resolution is a statistical model with a certain confidence interval, in which it is known with some confidence that this user will do so. Identity resolution is the key to understanding who your customers are in a more comprehensive and holistic way than previous approaches.
As customer data deteriorates due to changes in location, name, marriage, and death, identity resolution can work silently in the background to make sense of it all. It can also help you integrate your own data sources, as well as those of your business partners. Identity resolution is essential for successful marketing and compliance with consumer privacy laws such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR). It allows brands to maintain accurate and quality data, integrate their own, secondary and third-party data, and comply with privacy and security legislation.
Identity resolution platforms provide clarity, transparency, and confidence in creating a unique view of customers. Identity resolution is also important for multi-touch attribution, allowing CMOs to understand where to spend their next dollar. Solutions that enable identity resolution, identity matching, and identity management are designed to ensure that brands can dominate identity in their commercial and advertising technology ecosystems. Identity resolution allows you to collect data in a transparent and compatible way, providing the details you need to create an identity graph full of consumer data and behaviors.
With careful planning and always paying attention to the use cases that are going to be resolved, you can help provide clarity, transparency and confidence in creating a unique view of the people you do business with.