Identity resolution tools go even further in simple analysis by associating online behavior with the unique identity of the consumer, providing marketers with the information they need. they need to target their target consumers with personalized and personalized offers that then return on investment.
Identity resolution is becoming increasingly important for marketers as users move from device to device – mobile phones, desktops, connected TVs – all the way through the day. Identity resolution can help marketers understand that the mobile user A is the same person as the office user B. Without this understanding, marketers are not able to control messaging addressed to users as they progress through the customer's journey across different devices. .
It works by reconciling all available data points, including those collected by the first, second and / or third parties. A composite is designed to provide marketers with a valued 360-degree view of a customer's identity and a user's journey, and allows a "single customer view" based on information and based on information, also called "user or user". , marketing.
Marketers use a number of tools and platforms to reconcile user identities, including simple customer relationship management (CRM) systems. In 2018, the martech landscape experienced a proliferation of customer data platforms (CDP) – tools to track the omnichannel behavior of users on different devices, platforms and channels.
In the center: the identity graph
To identify individual customers, the data are compared to an identity graph . Consumers give their consent along the way so that various marketing technologies collect, process and analyze data such as device ID, email addresses, phone numbers and cookies, as well as behavioral information. such as shopping or website visits. This information is associated with other chart data using algorithms and models to create a probabilistic or probabilistic correspondence.
Over time, systems use artificial intelligence (AI) and machine learning to become smarter and make better assumptions. to the matches. When a user undertakes an action requiring verification of his identity, for example by paying with a credit card, it then becomes deterministic – a perfect match.
This is a mutually beneficial arrangement. In exchange for this information, brands offer personalized experiences that are more relevant and useful to the consumer, a practical advantage according to some studies even for those who are interested in privacy.
Walled gardens such as Facebook have their own identity graphs, as do data management providers, which have led some of the major demand and demand platforms. Sector Offer to form Advertising ID Consortium in 2017.
Data Laws Threaten Identity Graph
Stringent Restrictions on Use of personal data, such as the European General Data Protection Regulation ( GDPR ), the California Consumer Protection Act which will soon be implemented ( CCPA ) and future federal legislation to come could possibly prevent companies from collecting and using third-party and third-party data.
Signal CEO Mike Sands, whose company provides such a solution, claims that these laws constitute "a strong incentive to invest heavily in top-level data that brands can own and operate with the consent of users" .
"Creating a Strategic Pivot Against Third Parties Part data to first-party data also allows brands to better combat Amazon and other industry disrupters (eg, starters direct with consumers) through a wealth of knowledge from first-party customers, "said Sands, although he second-party data still has a future in identity resolution.
"The second part data is another story," said Sands. "Because it brings together top-level data, it is unique and of high quality: not everyone can access it. While brands have been choosing to participate in data sharing agreements and data co-ops for decades, emerging technologies are pushing third-party data to the next level while addressing privacy and security concerns that traditionally deterred many marketing to use these other options. "
What is the Future of Identity Resolution?
Mara Chapin, a specialist in social and digital media at Market Mentors, Massachusetts, says the challenges related to the protection of privacy could force marketers to rely on other customer analysis
"Due to the regulation of the past year and the reduction of third-party and third-party data, many targeting options and interest-based information have been subtracted from marketing strategies, "Chapin said. "This has forced us to learn more about consumer behavior and to work harder on our creativity to accurately target the right markets and make sure the users we want to reach will be the ones who click and convert for sale.
"In the future," said Chapin, "we will begin to focus more on the user's intent rather than on a geographic, demographic, and based targeting. on the interests in order to develop our hearings.Instead of having to know the personal information that regulations are built to protect, we will rely more on what people are looking for than on what they want. "
Sands does not think that the resolution of an identity card can go anywhere.
" I do not envision that the identity resolution gives way the place to rival marketing solutions. It's even an essential step in all stages of the customer's life cycle. I predict that it will replace many technologies and philosophies that do not allow the same commitment in real time and continuous, "said Sands.
Chapin finally agreed that the resolution of identity is the key to a good marketing strategy. "It's important to reach the right target audience in your marketing messages, whether through the latest digital offerings or in your traditional advertising placements," said Chapin. "Knowing your audience and being able to segment your purchases according to these goals is the best way to effectively use your budget and overall marketing strategies."
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the Author
Robin Kurzer began his career as a newspaper reporter in Milford, Connecticut. She then made her mark in the world of advertising and marketing in Chicago in agencies such as Tribal DDB and Razorfish, creating award-winning works for many major brands. For the past seven years, she has worked as an independent writer and as a communications professional in a variety of industries.