Identity resolution is a powerful tool that helps brands create a unified, omnichannel view of their customers. It is the process of linking online activity and information from multiple data sources to a single user profile. This allows marketers, advertisers, and data brokers to gain a better understanding of their customers and provide them with more relevant messages throughout their journey. Using modern artificial intelligence (AI) and machine learning (ML) tools, identity resolution can be done more accurately and precisely.
However, it is important to ensure that the process is accepted by consumers and provides them with value and an excellent experience. Identity resolution enables companies to connect the dots between a customer's anonymous browsing and their activity after creating an account. Probabilistic identity resolution is a statistical model that can predict with some confidence what a user will do. This allows companies to gain insight into what stage of the buying process the customer is in.
The goal of identity resolution is to create an accurate profile of each individual customer without compromising their privacy. To do this, companies must first gather all their customer data in one place using a customer data platform (CDP). This will allow them to provide personalized messages to their customers based on their data. Identity solutions allow marketers to access disparate data that is in silos and assimilate it into an identity perspective that is consistent and persistent over time.
This allows them to recognize and reach real people across channels and devices in real time, rather than just marketing aimed at anonymous people or devices. Customer profiles are initially created using probabilistic matches, which means that algorithms and patterns are used to make an informed assumption that links a customer to their various devices, identities, or other data in the identification graph. With an identity solution, marketers and advertisers can achieve accurate, real-time effectiveness in their human-based marketing and advertising campaigns, resulting in a more efficient use of the budget and a higher ROI.