Identity data is an essential tool for businesses of all sizes. It helps to ensure that the person providing information is who they claim to be, and it can also be used to create better segmentation methods and protect against identity theft. In addition, identity data can be used to create a unified customer profile, improve customer experience, and ensure the security of data. In this article, we'll explore the importance of identity data and how it can help your business.
What is Identity Data?Identity data is information that is used to identify a person or entity.
This includes user identifiers, email addresses, device identifiers, first and last names, phone number, email address, social media identifiers, loyalty identifiers, and more. Identity data is used in authentication and verification processes to confirm that the customer is who they say they are.
Why is Identity Data Important?Identity data is important for a variety of reasons. First, it helps to address service gaps and disproportionality within specific populations. This allows businesses to evaluate the results and the impact that services have or do not have on different population groups.
Second, it helps marketers use better segmentation methods and protect themselves against identity theft. Third, it allows companies to establish stronger customer relationships using their own data. Fourth, it helps to ensure the quality and security of data through access controls in critical data systems. Fifth, it creates a unique view of the customer and improves the customer experience as part of an omnichannel marketing strategy.
Sixth, it helps to attribute customer behavior and interactions with your company across all touchpoints, platforms, or channels to a single, unified customer profile.
How Can You Use Identity Data?Identity data can be used in a variety of ways. It can be used for customer recognition (the process of associating a person with the data they have provided). It can also be used for identity verification (ensuring that the person providing information over the phone is the person they claim to be). Additionally, it can be used for identity resolution (comparing a customer's identity across multiple data sources).
Finally, it can be used for data governance (the sum of policies, processes, standards, metrics and functions that ensure that data is used effectively to help an organization achieve its objectives).