How Identity Resolution Fuels Customer Experience

November 8, 2018 Ginna Hall

A version of this article originally appeared on MarTech Advisor

Are you on a customer journey? Although the term “customer journey” is at the forefront of marketers’ minds, very few consumers consider themselves actually engaged in one.

Today, specific channels and tactics matter far less than the overall consumer experience. While brands dutifully attempt to monitor their activity, consumers simply want to purchase products and services that meet their needs and enjoy a buying experience that is relevant, convenient, and friction free.

In a world where there is no single path-to-purchase for any category, establishing a consumer-driven marketing strategy is more complicated than it looks. One technique has emerged as a way to create competitive advantage: Identity resolution.

Identity resolution is the discipline of recognizing individuals across channels and devices, and associating them with information used for marketing and advertising. It’s the foundation that fuels a people-based marketing and measurement strategy.

By knowing who they’re interacting with, marketers can tailor messaging and creative in a way that drives both the behaviors and business outcomes they care about most. While identity resolution can help drive the bottom line, it also offers several other tangible benefits to the marketing organization.

Identity Resolution De-duplicates Users

The multi-device, cross-channel journey makes identity management a requirement for marketing success. Consider these stats:

  • More than one-third of Americans live in a household with three or more smartphones
  • Nearly one-in-five households contain ten or more devices
  • More than 79 percent of those consumers switch devices mid-activity
  • Nearly four out of five research online before making a purchase in-store

If marketers can’t map individuals across their various devices or bridge the gap between digital and physical worlds, it’s impossible to optimize their efforts to drive different online and offline success criteria or effectively manage the total consumer experience.

Identity resolution combines a consumer’s cookie ID, device ID, and offline ID into a single anonymous identifier, so marketers can de-duplicate unique users and monitor the entire consumer journey from end-to-end. With this insight, marketers can target their customers and prospects on their preferred channels or device, at every stage of their journey.

Identity Resolution Deepens Audience Understanding

De-duplicating consumers across channels and devices provides critical insights that marketers can use to improve the consumer experience. But making every touchpoint count requires more than just knowing where consumers are—it also means understanding their interests, needs, and preferences.

By linking anonymous, unique IDs with demographic, intent, interest, and other audience attribute data, marketers can create robust consumer profiles and audience segments that can be used to facilitate more precise targeting and deliver more relevant, personalized content, and offers.

Identity Resolution Improves Performance

To optimize marketing effectiveness, marketers need to know how their marketing and media are driving engagement, leads, conversions, sales and other desired results. Identity resolution, paired with multi-touch attribution, gives marketers unmatched insight into the creative messages and experiences that resonate with different audiences.

Marketers can use this insight to tailor their tactics for each target audience, and optimize their spend within and across channels to maximize business results.

The Bottom Line

As consumer expectations have risen, marketers have had to adapt to ensure the most effective messages reach the right people at the right time. Identity resolution delivers a holistic view of each consumer that marketers need to create personalized, relevant campaigns.

Combined with multi-touch attribution, marketers can yield actionable intelligence into the strategies and tactics that influence a specific audience, so they can optimize budgets, experiences, and business results.

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