Solutions that enable identity resolution, identity matching and identity management are designed to ensure that brands can dominate identity in their technology, technology and advertising 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 deliver exceptional experiences. Achieving true identity resolution is an ongoing and evolving challenge. New technologies, multiple vendors, and rising customer expectations create a noisy market.
Therefore, to achieve these long-term benefits, it is important to implement an identity solution that can provide true identity over time. 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. Keep in mind that, while an identity resolution solution offers the ability to create referential identity graphics services, which can be highly specialized (for example, and while sectors such as financial services have additional regulatory considerations), marketers must also be prepared and able to achieve identity resolution with an even higher level of compliance and transparency to ensure consistent trust. A balance must be achieved that uses identity resolution in a way that is accepted by consumers (a way that they understand, accept and expect) to offer value and an excellent experience.
There are two types of multi-device tracking, deterministic and probabilistic tracking, which lead to two types of identity resolution: probabilistic and deterministic. It is the method in which certain unique “identifiers” are used to “connect” all the actions of a buyer in order to create a single, unified and real-time customer identity.
Identity resolution servicesalso have value in ensuring that companies receive the benefits they pay for (for example, thanks to a three-dimensional view of people, homes and devices). TruAudience solutions provide an accurate and scalable identity to allow audience segmentation and consumer participation in offline, digital and streaming environments.
Forrester found that most high-level executives overvalue the accuracy and persistence of their marketing organization's customer identity. With an identity solution, marketers and advertisers can achieve accurate, real-time effectiveness in their human-based marketing and advertising campaigns, which translates into a more efficient use of the budget and a higher ROI. Identity resolution is the ongoing process of linking together multiple identification elements to create and expand a unique identity. Identity resolution is also necessary if you want to take advantage of social media features that require customers to have an account.
Identity means knowing who a customer is, what they want and need, and where they are in the buying process. Both approaches have their advantages and disadvantages, which should be considered when choosing an identity resolution platform. For this purpose, identity resolution platforms are essential, that is, software that integrates consumer identifiers across all channels and devices in a precise, scalable and privacy-compatible way to create an individual, persistent and addressable profile. 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.
But what do we really mean when we refer to identity? Because of the proliferation of the term, it's important to look beyond the surface to take advantage of the full potential (and complexity) of identity solutions. Implementing an effective identity resolution system requires careful planning. To ensure success with your system implementation process there are several steps you should take:
- Define your goals: Before you start looking for solutions or vendors it is important to define your goals for implementing an identity resolution system.
- Research vendors: Once you have identified your goals you can start researching vendors who offer solutions that meet your needs.
- Evaluate solutions: Once you have identified potential vendors you should evaluate their solutions against your goals.
- Test solutions: After evaluating potential solutions you should test them out before making a final decision.
- Implement solution: Once you have chosen a solution you should implement it according to best practices.
- Monitor performance: After implementing your solution it is important to monitor its performance over time.