It is no secret that identity has become a fundamental component of the digital ecosystem. The increasing volume of consumer data and sheer number of devices and channels in-market, coupled with privacy-first policies like GDPR and CCPA, has created increased demand for identity resolution. Though identity resolution brings much promise, with it also comes many challenges.
As the number of touchpoints grow and become more complex, so will the challenges for marketers as they attempt to collect, analyze and build a unified customer profile. A study on the state of identity resolution strategies in marketing conducted by Forrester Consulting reveals that less than half of marketers are fully capable of identity resolution management.
If marketers plan to be grow and continue their success into the upcoming year, identity resolution needs to be at the forefront of their strategies. Below, we highlight some of the most important benefits of identity resolution for marketers:
Effective Personalization: If you don’t know with confidence who the customer is, you can’t personalize your messages or experiences to them. That, in turn, lowers the quality (and probably the duration) of your relationship with that individual. With trusted identity resolution, marketers can obtain an in-depth understanding of their customers, ensuring that the right message gets delivered to the right customer, on their preferred channel and device.
Better Customer Insights: Identity resolution helps marketers better understand who’s on the other end of a browser, mobile app, CTV, or IP address. Accurate identity resolution allows companies to create a true single view of their customers that can be consistently communicated and deployed across brands, business units, and product lines. You should be able to continuously enrich, update, and share identity data across your entire organization in order to facilitate greater control and personalization.
Privacy Compliant Identity: Well-executed identity resolution embraces industry best practices and principles that ensure data is harnessed in ways that are ethical, compliant, and privacy safe. In the wake of GDPR, CCPA and others to soon follow, identity resolution ensures secure data transfer and encrypted storage, data processing controls and access restrictions as well as regulatory compliance.
Data and Consumer Accuracy: To properly execute 1:1 marketing, the data and methodology you use to identify customers on a truly individual basis must be accurate. If it isn’t, you’ll risk sending the wrong messages to customers at the wrong time. Identity resolution provides a constant stream of data to dynamically validate customers as they interact in offline and online channels. Accuracy data is vital to the success of personalization efforts.
Ultimately, identity resolution is a must have, not a nice-to-have for 2020 and beyond. To remain competitive in the age of the empowered, connected consumer, marketers must be able to connect customer data into a cohesive whole. Those who leverage identity resolution will be able to provide a seamless customer experience that is consistent and personalized across channels, creating increased engagement and relevant interactions that improve loyalty, thus ensuring long-term success.
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