dentity Resolution is the process of connecting unique ‘identifiers’ to create a single, unified, real-time, persistent customer identity. Identifiers include device identity, browser behaviour, transactions and other contextual data that help connect the same individual across devices, platforms, and channels. The outcome is an accurate, complete and 360-degree view of each customer that can then be communicated to, in the most engaging and relevant way possible.
The goal of Identity Resolution is to get a holistic view of the customer’s interactions with the brand in an omnichannel environment, which is key to turning data complexity into an opportunity for exceptional customer experience.
Marketers are only too aware that their prospects and customers live in a device-dominated, multi-channel world. Marketers need to deliver a consistent brand experience irrespective of what device, platform or channel the customer chooses to engage – whether online or offline. That is where identity resolution helps.
In this feature, we will try and set out a detailed primer for enterprise marketers interested in understanding the concept of identity resolution, why they may need it, how to go about it and the types of identity resolution possible, even as they go about finding ways to incorporate the approach into their customer data management strategy