The Importance of Identity Resolution in Marketing
A variety of different digital identities are increasingly becoming the norm. These include social media profiles, e-mail addresses, and telephone numbers. With so many different identifiers now in widespread use, businesses must find ways to quickly unify information about customers and other individuals to use it across marketing channels and services. Intelligent identity resolution is a critical component of any effective marketing strategy. Learn why identity resolution is important and how it can improve your marketing programs.
Identity resolution is a process by which one or more digital identities are matched to a single individual. This allows marketers to accurately link information about customers and other individuals across multiple, previously unlinked sources. Let’s say that a marketer for a travel company wants to send an offer to a specific customer. The offer would be sent via email, SMS, social media, and push notifications on their app. If the marketer doesn’t have access to the customer’s email address or other contact details, they will not be able to send the offer.
The key to effective marketing is creating personalized, relevant messages that resonate with your target audience. This is only possible if you access the correct, up-to-date information about your customers. You can’t send the right messages to the right people if you don’t know who those people are. Marketers who know who their customers are can send more targeted messages. The ability to create hyper-specific campaigns can improve the return on investment for their marketing activities.
There are a variety of different tactics that marketers can use to implement effective identity resolution strategies. These include: – Creating a Customer Data Platform (CDP) – A CDP is a centralized database that houses information about customers and individuals. Ideally, this database would access various data sources, including email inboxes and CRM systems. – Scoring Customer Data – Whenever marketers receive new data about customers, they should try to score the data. This means evaluating the data to determine how accurate it is. Ideally, marketers should use identity resolution algorithms to score data points. – Managing Customer Identity – A critical step in effective identity resolution is managing customer identity. Each data source linked to an individual should be tagged appropriately. This means marketers need to know exactly what each piece of data means. This information can then be used when building marketing campaigns to ensure messages are sent to the right people.
Identity resolution is a necessary process that marketers must undertake to find out who their customers are. This allows marketers to create hyper-specific marketing campaigns that are more personalized and relevant to each individual. It’s important to note that identity resolution is an ongoing process that must be maintained over time. As customers’ habits change, marketers must proactively update identity resolution strategies to ensure that individuals are correctly linked to their digital identities.