What is Identity Resolution and Why is it important?

This is solved by an identity resolution solution that de-duplicates records and stitches together data from both offline and online touchpoints, providing a single unified customer profile. 

What are the benefits of identity resolution?

Identity resolution has multiple use cases across marketing and operational channels. It can help improve audience targeting, curation, and customer experience. Let us look at a few and how they can be used to improve existing processes:

1. Understand Consumers Better: By stitching together data points across multiple touchpoints, identity resolution can help you get a 360-degree view of your customers. This could include their past history with the brand, their likes, and dislikes, what pages they visit often or how consumer engagement has evolved through time. Armed with this knowledge, marketers understand consumer likes/dislikes, pain points, interests, and even spending power.

2. Improved Customer Experience: Loyalty programs and improved customer experience are crucial for the retention of existing as well as attracting new customers today. With an improved understanding of customer behavior, marketers can personalize campaigns and communications and provide a seamless experience across different channels.

3. Increase Marketing Effectiveness: According to a Forrester study, 21 cents out of every dollar spent from marketing budgets is wasted due to poor data quality. With an identity resolution, you have access to a database that is accurate and cleaned of duplicate profiles that could be wasting your precious marketing dollars. 

We look at both use cases and benefits in detail in our e-book ‘Identity Resolution: The Key to Omnichannel Marketing.’ Download for free here!

Challenges with implementing an identity resolution solution

To implement an identity resolution solution, the prerequisite is to have all your data stored in one accessible place. And this first step is a difficult task in most organizations due to inefficient data storage. Most organizations face the problem of data silos due to imperfect sharing across teams and the use of isolated platforms. To overcome this problem you would need multiple stakeholders to cooperate and work together to bring all your data to one place. 

Another key to successfully implementing an identity resolution solution is finding the right partner. It’s important to look for an identity resolution partner that:

• Is compliant with the latest privacy regulations, including GDPR and CCPA
• Can enrich your first-party data with online and offline behavioral attributes like demographics, brand affinities, and purchase behavior
• Applies rigorous screening to data to ensure only the highest quality
• Provides data that is actionable on its own (e.g. footfall traffic), and additional analysis that adds insight to the data (e.g. ROI measurement, competitor conquesting, etc.)

Azira’s identity resolution solution

Azira’s identity resolution solution uses a patented Persistent Identity Graph to ensure seamless and accurate identity resolution while staying compliant with privacy laws. The Persistent Identity Graph was developed for a post-cookie, post-MAID (Mobile Advertising ID) world where identification based on devices will no longer provide accurate results. 

Azira’s Identity Graph provides a persistent ID for individuals instead of a device, browser, or household. It connects various real-world and online signals of a specific individual such as Mobile Advertising ID, hashed email(s), mobile number(s), IP addresses, etc. to define a persistent identifier based on all of these signals. The plurality of signals used makes the ID used resilient. Even in the event of any of these parameters such as cookies becoming obsolete, it can resolve the individual’s identity by leveraging other signals.