The term “Identity Resolution” is used to define a process by which data collected from different touchpoints, online and offline, devices and platforms can be deterministically associated with a single identifier that will be retained even when the user later provides full master data and is no longer anonymous.
Identity Resolution plays a key role for personalisation strategies aimed at increasing the performance of marketing campaigns and activities based on marketing automation.
In a context, such as the current one, in which cookies are losing relevance, Identity Resolution represents, thus an alternative not to be underestimated for customer-centric activities and strategies. If most brands, today are focusing on the collection of first-party data, the use of intelligence platforms such as CDPs, allows them to systematise such data, to collect, normalise and save them in such a way that they are easily deployable and “actionable” with a view to profiling and segmenting their audience.
Identity Resolution thus enables brands not only to personalise the customer experience of their users at every stage of their customer journey, but also to acquire new potential customers based on existing ones and increase their loyalty.
