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The Strategic Role Of Identity Resolution

The ability to accurately identify customers is the most basic prerequisite for marketing analytics, orchestration, and execution. And it’s becoming more critical than ever for firms planning to link systems of insight and engagement to foster seamless and relevant cross-channel customer experiences. This report helps B2C marketers understand a comprehensive process and applications for identity resolution.

Research Highlights Include:
Identity Resolution Is Key For Contextual Marketing
Identity resolution is a key enabler for contextual marketing by connecting multiple sources of identity and customer information to support robust targeting, personalization, and addressability across touchpoints and devices.

Identity Resolution Is Strategic
For customer-obsessed marketers, customer recognition in single channels isn’t enough; identity resolution spans every interaction and provides a broad view of the customer, creating the strategic foundation for cross-channel marketing.

Identity Resolution Is A Process
Implementing an identity resolution strategy requires planning, development, and management of an ongoing process that incorporates data collection, integration, and distribution for marketing applications.


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