Identity resolution is a powerful data management process that links a customer's online behavior to their unique identity. By accessing disparate data that is in silos and assimilating it into an identity perspective that is consistent and persistent over time, identity solutions allow marketers to take partial data and convert it into a fully recognized individual view of the customer. This consolidated vision and the level of unified and multi-touch attribution that identity solutions can offer on all channels is essential for obtaining a greater return on investment (ROI) from marketing. To create a reliable predictive model, you first need a large set of known clients to use as training data, making identity resolution a key component.
Before you fully jump into an identity resolution program, it's imperative that you gather all your customer data in one place with a customer data platform (CDP). An identity graphics solution is a way to unite fragmented data and enable human-based marketing on digital and offline channels and devices. A system that allows brands to maintain accurate and quality data; integrate their own, secondary and third-party data; and comply with privacy and security legislation, while taking advantage of market-leading identity resolution capabilities and link technology. Your goal with an identity resolution system is to create a robust and accurate profile of each individual customer.
Identity means knowing who a customer is, what they want and need, and where they are in the buying process. Deterministic identity resolution is a high-trust approach that uses first-party data when it is known for certain that this user did it. With customer identity resolution, you can collect data on those seven screens, link them all to a single user, and then use that data to delight your customers with personalized messages for them. In this situation, identity is important because it can help the CMO, from the top down, to understand precisely where to spend the next dollar by offering a clear view with multi-touch attribution.
When considered within an identity graphics solution, deterministic matching provides a privacy-compliant foundation for human-based marketing. It uses a set of data from different presentations and representations of a person over time to recognize the real person behind the data points. For example, a web marketing system that identifies users using the cookie identifier does not know that the email address captured in a marketing automation system is actually the same person. With identity resolution, those touchpoints can be united into a single customer profile, giving us the opportunity to create a perfect customer experience to attract this user.
By allowing for more effective marketing programs and better customer experiences, knowledge-based matching or identity graphics provides an invaluable tool. Identity resolution allows any team in the organization to access this profile and use it to provide better service to each individual customer. This process helps brands gain insight into their customers' needs and preferences so they can deliver personalized experiences that will keep them coming back.