Enterprise Identity Resolution Platforms: A Marketer’s Guide
Editor’s Note: The following is an excerpt from the MarTech Intelligence Report, "Enterprise Identity Resolution Platforms." If you are considering licensing an Identity Resolution Platform, this report will help you in the decision process. You can download the entire report by filling out the registration form at the bottom of this page.
Identity resolution — the process of connecting the growing volume of consumer identifiers to one individual as he or she moves across channels and devices – has become critical to marketing success. US consumers are projected to own up to 13 connected or networked devices by 2021, according to Cisco’s annual Visual Networking Index. As consumer adoption of connected speakers, home management solutions, smart TVs and wearables continues to skyrocket, that figure is expected to climb even higher. Enterprise brands are stepping up their investments in identity resolution platforms, which create and maintain a database of persistent individual and/or household profiles based on a plethora of first-, second- and third-party data sources and identifiers.
The benefits of using Enterprise Identity Resolution Platforms
Automating the process with an identity resolution platform can provide the following benefits:
- Deeper customer insights. Piecing together data fragments from multiple data sources enables marketers to build more robust customer profiles. Knowing the customer at a more granular level can help drive rich customer insights that enhance campaign targeting, personalization and relevance.
- Personalization accuracy. Better personalization is a primary use case for many identity resolution platforms, which create a consistent set of identifiers to fuel personalized interactions. If an organization doesn’t know with confidence who its customer is, it can’t personalize marketing messages or experiences.
- More seamless customer experiences. Automated identity resolution allows marketers to create a unified view of customers, which can be communicated and deployed across brands, business units and product lines. Recognizing customers across the full customer journey reduces waste by eliminating duplicate contacts, and enhances their experiences by enabling interactions in the right channel at the right time.
- Stronger privacy governance, risk and compliance (GRC). Effective identity resolution supports an organization’s commitment to data governance and, ultimately, consumer trust in the brand. Using an identity resolution platform makes customer preference management, as well as regulatory and corporate policy compliance, easier and more comprehensive.
- Improved marketing ROI. Identity graphs reduce data overlap and duplication, resulting in more efficient spending on campaigns that work. Conversely, not having this knowledge leads to misidentifying customers or engaging in ways they may perceive to be intrusive or irrelevant.
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