In an increasingly omnichannel and cross-device environment, in which the customer journey is less and less linear and unravels across multiple touchpoints, recognizing the user becomes increasingly difficult.
The touchpoints between companies and consumers are multiplying, and the amount of data being released by users at each touchpoint is also growing in parallel.
So much information, a multiplicity of channels and sources: while data increasingly represents a key strategic resource for companies and brands, the greatest risk is that it remains unexpressed due to its fragmented nature. The search for a unified and holistic view of the customer becomes, therefore, truly fundamental. Because while everything evolves, one certainty remains firmly in place: it is customer centricity, the cornerstone of successful marketing campaigns!
- Identity resolution: why is it so important in marketing?
- Identity resolution and M.O.S: the advantage of going beyond identity matching
Identity resolution: why is it so important in marketing?
We have already had the opportunity several times to cover the topic related toidentity resolution and also to go into detail about a more “academic” definition of it.
This time, we want to highlight the real benefits of usingidentity resolution-focused strategies in marketing.
- Unified customer visualization: identity resolution enables the creation of a unified profile of each individual customer from an omnichannel and cross-device perspective, providing a comprehensive view of their behavior and preferences.
- More effective personalization activities: by understanding a user’s identity, strategists and marketers can target their strategies toward creating personalized experiences, improving engagement and conversion rates.
- More profiledaudiences: identity resolution allows strategies and activities to be focused on more profiled audiences. This all translates into optimizing the performance and investment of each campaign.
- Real-time recognition: the ability to recognize an individual customer in real time enables timely and relevant interactions, improving customer satisfaction.
Identity resolution and M.O.S: the advantage of going beyond identity matching
When it comes to solutions focused on identity resolution processes, often the most common risk is to come across platforms that rely on identity matching processes rather than identity resolution.
Although this can be considered a nonissue when activities and strategies involve first-party data and proprietary brand channels, it can become a nonissue when activities and strategies involve paid channels.
Let’s find out why.
In an identity matching process there is usually the association of devices, emails or other digital identifiers to already known users/customers. An identity resolution process, on the other hand, is based, not only on the possibility of joining, but more importantly resolving into a unique ID, the different IDs that are attributed to the same user in different interactions with various devices. All this allows even more detailed profiling activities, definitely relevant for paid media activities.
Blendee’s Marketing Operating System enables the creation of comprehensive, real-time updated and unified customer views precisely through processes of identity resolution.
At the heart of the process is the construction of an identity graph to collect and unify:
- Device-generated IDs (MAID, TVID);
- IDs generated by the application context (PPID, WEBID based on first- and third-party data);
- Strong IDs (email, phone number) that are issued by the user when they register and authenticate.
The various IDs collected are correlated and allow to define associations between person and device identifiers, when the user logs in, association of devices from the AdTech platform (ID Matching), association between devices taking into account context attributes such as connection, geographic location that provide interesting data to profiling.
Especially Blendee’s Marketing Operating System:
- offers a data collaboration engine to capture and combine data to improve targeting accuracy in a privacy-compliant environment;
- allows interaction with other identification systems through data clean room;
- allows the use of strong IDs as emails for retargeting of users on closed ecosystems such as Amazon, Google, Meta;
- makes it possible to use privacy enhanced technologies (such as Google’s Privacy Sandbox, profiling and cohort measurement) that are on the market as the solution to third-party cookie deprecation.
In an era when more and more users are seeking and demanding personalized and relevant experiences, identity resolution solutions are key to winning strategies aimed at increasing revenue and retention.
