Identity resolution is a powerful tool that helps brands create a unified, omnichannel view of their customers. It allows them to collect data points from multiple devices and touchpoints, and then link them to customer profiles. This process helps marketers understand their audience better, create rules to sort data and eliminate duplicates, and use the information to market to potential customers. The identity resolution platform combines disparate data sources into a single view of the consumer across devices and platforms.
It also provides persistent customer identifiers, which follow the person even when the identifiers change. This is done through probabilistic matches, which use algorithms and patterns to make an informed assumption that links a customer to their various devices, identities, or other data in the identification graph. The benefits of identity resolution are numerous. It helps build consumer trust and loyalty, ensures the best use of marketing resources and budget, and creates a simpler experience for customers who want to create or log in to your site.
It can also help detect fraud and high-risk consumers. Forrester found that most high-level executives overvalue the accuracy and persistence of their marketing organization's customer identity. Identity resolution is an essential tool for any data marketer seeking continued success in an increasingly competitive, fragmented and ever-expanding digital world. It allows them to leverage market-leading identity resolution capabilities and link technology while complying with privacy and security legislation. Explore the essential platforms for identity resolution in the latest edition of this MarTech intelligence report.