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Data, Identity Graph, Identity Resolution

Identity Resolution and Why It Matters: Q&A with Throtle CEO, Paul Chachko

Understanding who and where your customers are across all screens and channels is no easy task. Identity resolution creates a valuable asset for brands. However, the explosion of devices and touch points, combined with siloed or inaccessible data, has left most brands with only a fragmented view of their customers.

We sat down with Paul Chachko, founder and CEO of Throtle, to get his take on the importance of identity resolution and the advice he has for brands.


How do you define identity resolution?
At Throtle, we define identity resolution as the continuous mapping of disparate consumer data accurately associated with a single individual.

As the industry is starting to realize, an accurate identity resolution strategy is critical to the success of every marketing campaign executed today. It not only fuels customer experiences, but it allows brands the ability to create and build richer customer profiles overall. With the ability to view the entire picture surrounding one individual customer, their buying behaviors, demographic and geographic data, a brand can create more tailored marketing messages and campaigns that drive loyalty, engagement, and success.

In your words explain why brands need identity resolution?
Today, consumers own an estimated 3-4 different devices, and use these devices in different ways to research, browse, view and purchase products.

Without identity resolution, brands can’t associate and understand a customer from one device to another leaving them with a very fragmented view of the consumer. Identity resolution is the process by which a firm collects all of these various identifiers across all devices and touchpoints and unifies them into one holistic view of the individual behind them and makes them available for targeting.

As an identity resolution provider, how do you keep up with the industry and the ever-changing consumer?
Throtle continues to heavily invest in not only our underlying data technology, but also in sourcing the most accurate and rich data currently available in market. We are constantly looking to expand our network of like-minded data and media partners that are leaders in their spaces and are very tech forward. Accuracy is one of the most crucial data elements of identity resolution, and unfortunately, we see this lacking most in current data practices. If you don’t have a constant stream of integrated multi-sourced customer data such as email addresses, MAIDs, cookies, etc., then you will fail to have accurate identifiers to validate individual customers on a deterministic basis.

For brands looking at identity resolution providers, what advice do you have for them?
First and foremost, ask if their identity graph is deterministic or probabilistic. Deterministic matching is the gold standard. It is important to understand that what some companies call “deterministic” matching, really isn’t. Some think that if they find a single 1:1 match between two data points that it’s a confirmed deterministic pairing. Others, including Throtle, hold themselves to a much higher standard of quality and accuracy that requires multi-source corroboration of all data before declaring that a match is deterministic.

I would also suggest having identity providers explain the logic behind their match rate. A match rate depends heavily on a steady flow of multi-source data that is accurate and validated. At Throtle, we view the match rate as our ability to match to a unique individual rather than unique cookies or device IDs. If we match to John Doe and we see he has 3 devices, we count him as (1) unique match because all 3 devices belong to one unique individual. Other providers count each device or cookie match as a unique match regardless if they belong to the same (1) unique individual. As such, match rates are often inflated and do not accurately depict the match rate against unique individuals in a client’s file. We always advise to ask for apples-to-apples data from all partners you are evaluating so that you can be sure that match rate definitions and calculations are consistent across partners.

Finally, the best identity resolution vendors deploy a variety of “data hygiene” steps such as email validation, de-duplication, National Change of Address (NCOA), etc. to ensure a customer’s data is at the highest level of fidelity PRIOR to match to allow for the highest possible match rate. Lastly, we always recommended a data match test before any contracts are signed. It’s important that both sides understand the depth and wealth of the data and how it might or might not perform prior to entering into a partnership.

Do you see a threat with the upcoming California Consumer Privacy Act (CCPA) going into effect in January and identity resolution?
I don’t see a threat at all. In fact, I see this as an opportunity that continually validates identity resolution providers like Throtle, and the steps that we take in championing accurate, privacy compliant, transparent data. CCPA will showcase the ability for a provider to deliver transparency and ensure CCPA privacy compliance. This includes the ability to apply a high level of data protection and security in relation to personal data that our clients and third parties entrust to us.

Identity Resolution

Choosing an Identity Partner? Make Sure You Are Asking the Right Questions

In a crowded marketplace full of buzzwords, it’s more important than ever for brands to be equipped with the right questions to ask potential identity resolution and onboarding providers. This will ensure the solution they sign-off on will do what they need it to do, work how they need it to work, and help, rather than hinder, their overall data practice.

In this blog post we will highlight the key questions brands should be asking identity resolution and onboarding providers and why these answers matter.

These questions include:

  1. Is your graph deterministic or probabilistic?
  2. Where does your data come from? How recent is it?
  3. How are you validating the data?
  4. Do you perform data hygiene on incoming client files?
  5. What is behind your match rates?

Understanding who and where your customers are across all screens and channels is no easy task. Identity resolution creates an incredibly valuable asset for your organization. Think of an identity graph (or ID graph) as an elaborate jigsaw puzzle where each interconnecting puzzle piece contains an element of information that helps brands accurately identify the customer behind any screen or device. The explosion of devices and touch points, combined with siloed or inaccessible data, has left most organizations with only a fragmented view of their customers, an unfinished puzzle.

Valuable data that comprise these puzzle pieces include everything from names, email addresses, physical addresses, phone numbers and cookies, to social handles, mobile device IDs, demographics and lifestyle traits – regardless of whether or not the user has logged in to reveal their identity, even in an otherwise anonymous setting. Faulty identity resolution (low quality, inaccurate or missing data) is just as bad, if not worse, than none at all.

Identity graphs come in many shapes and sizes. It’s essential for brands to distinguish the real, holistic identity graphs from those that provide only partial linkages. Unfortunately, a single label (ID Graph) is used in the marketplace to represent many variations – with few standing up to the real definition.

Brands need to work with vendors that link full profile identities across all touch-points to reap the benefits of individualized marketing that elevates brands and delivers high marketing ROI. Here are the essential questions to ask when evaluating identity vendors:

Is your graph deterministic or probabilistic?
Deterministic matching is the gold standard. It uses a wide array of data to consistently validate individual identities for the highest achievable accuracy. Probabilistic matching uses probability algorithms and other techniques to put the pieces of the identity puzzle together. It’s more like glorified guesswork and is far less accurate, although tends to yield more volume.

Note what some companies call “deterministic” matching, really isn’t. Some think that if they find a single 1:1 match between two data points that it’s a confirmed deterministic pairing. Others, including Throtle, hold themselves to a much higher standard of quality and accuracy that requires multi-source corroboration of all data before declaring that a match is deterministic.

Where does your data come from? How recent is it?
The building of an accurate identity graph is pure data work. An identity graph is not a licensed consumer file, it is a living, breathing entity that needs to be cared for and cultivated in real-time. Each day, people experience transitions in their lives.

Vendors should have access to a constant stream of multi-sourced consumer data sources (email addresses, MAIDs, cookies, etc.). This allows active validation for both offline and online identities, empowering brands with better offline to online matching without sacrificing reach.

Vendors should also have a rolling exercise to update their sourced data daily, if not in real-time. They should also have policies in place to completely rebuild their graphs on at least quarterly basis to ensure the highest level of accuracy.

How are you validating the data?
As stated above, an identity graph is a living, breathing entity that needs to be cared for, cultivated and validated.

Vendors should have a process in place that ensures the highest level of validation and accuracy. We suggest the minimum standard should be validation from no less than three different, independent sources. Additionally, validation should validate identities consistently and in real-time using personal and persistent data points like an email addresses or device ids.

Do you perform data hygiene on incoming client files?
Identity resolution and data onboarding is a DATA business. If a vendor does not have capabilities to manage, cleanse, analyze, and understand data, they cannot onboard correctly. Technology only enables data to be utilized, distributed, and analyzed efficiently, but if you do not have an excellent data pedigree to start with, none of the technology will repair poor data pairings. Data onboarding platforms that are tech-only solutions leave themselves vulnerable to garbage in/garbage out scenarios with low matching and fill results.

Your vendor needs to have a data hygiene process in place. At the end of the day, onboarding must be data-centric. Brands demand individual and deterministic matching. The only way to accomplish this is by doing a lot of data work up front.

First, an onboarder needs to work on the data being provided. This includes data hygiene, deduplication, NCOA (National Change of Address) procedures, and reviewing for data gaps within emails, postal addresses, or intelligence. Ensuring the brand’s data is standardized and able to be accurately matched is the most crucial first step of the onboarding process.

What is behind your match rates?
The rate at which customer data is matched – the “match rate” – depends heavily on a steady flow of multi-source data. An identity graph provides a constant stream of such data in order to dynamically validate a brand’s prospects or customers as they interact in both offline and online channels. The match rate is vital to the success of personalization efforts.

Data accuracy doesn’t happen by itself. The best identity resolution vendors deploy a variety of “data hygiene” steps such as email validation, de-duplication, National Change of Address (NCOA), etc. to ensure a customer’s data is at the highest level of fidelity PRIOR to match to allow for the highest possible match rate.

Conclusion
As the number of consumer touch points grows, so, too, does the quantity of data collected, causing brands to struggle with obtaining an accurate single view of customers.

Working with a vendor that understand the importance of a holistic, deterministic identity graph can help brands overcome these challenges and can do so in a privacy-safe manner. The key is for accurate data to be top priority. Without accurate identity resolution and activation, brands run the risk of alienating loyal customers and wasting valuable marketing dollars.

The overall impact of individualized marketing driven by timely and accurate customer identity resolution is overwhelmingly positive in both qualitative and quantitative terms. The sooner brands embrace it, the sooner they’ll begin realizing those benefits.

Identity Resolution

Solving The 1:1 Marketing Puzzle

Understanding who and where your customers are across all screens and channels is no easy task. Identity resolution creates an incredibly valuable asset for your organization.

Personalization is ready for its close-up moment,” says McKinsey in a recent report. “Technology and customer expectations are converging to propel personalization – the process of using data to customize the timing, content and design of every customer experience in real time – from promise to reality.”

This isn’t yesteryear’s simplistic personalization of merging a name at the top of an email communication. Today’s top marketers are achieving exquisite forms of highly individualized marketing that achieve the highest levels of relevance, audience targeting, offer selection, creative, and messaging. Personalization has become a code word for 1:1 marketing at scale.

Accurately establishing customer identity in order to pursue individual-based marketing remains one of the most vexing challenges facing brands today.

For brands that get 1:1 right (Hint: this requires robust customer identity capabilities), the results have been stunning. According to McKinsey, 1:1 marketing at scale can drive 5-15% revenue growth for companies in retail, travel, entertainment, telecom and financial services. For instance, a global retailer saw sales from its brand-owned stores triple in one year following implementation of personalization into its marketing strategy.

The ability to recognize customers across screens and channels dramatically improves marketing measurement accuracy as well. Most brands have good analytics on “how many” but do a poor job of understanding the “who” that goes with those numbers.

Nearly all marketers say that individualization is a top priority, but a scant 15% believe they’re actually doing it well. One challenge is that many CMOs still consider it a nice-to-have add-on to their broader data and measurement efforts. In order to realize the benefits of individualized marketing, a shift in each organizations mindset is required, focusing on what is relevant for each individual.

Changing Your Organizational Culture

Newly released research studies by both Forrester and McKinsey show that companies with mature data, measurement and analytics cultures ingrained in their organizations achieve significantly better outcomes than their counterparts without such cultures. And both studies discovered that the performance gap between organizations with mature data and analytics cultures and those just starting down that path is wide and expanding.

Forrester found that companies with mature analytics cultures achieved an average:

  • 9.1% increase in marketing ROI over the last 1 to 2 years.
  • 10.5% improvement in marketing efficiency.
  • 10.4% greater agility and faster consumer response times.

An individualized marketing culture is part of having a mature measurement and analytics profile. It requires an installed internal process for:

  • Creating accurate customer profiles from a variety of cross-platform data sources.
  • Using those customer insights to inform decisions around targeting individuals — who, when and with what messages and creative.

In a separate report, Forrester points out that accurately establishing customer identity in order to pursue individual-based marketing remains one of the most vexing challenges facing brands today.

Identity Resolution

The Importance Of Accuracy

To properly execute 1:1 marketing, the data and methodology you use to individually identify customers MUST be accurate. If it isn’t, you’ll risk sending the wrong messages to customers at the wrong time. Not only is this annoying to customers, but also quite costly to brand marketers.

The best methodology for establishing customer identity is to be data-centric and deterministic. This requires using data from a wide range of sources, such as email addresses, postal addresses, mobile numbers, mobile ad identifiers (MAIDs), cookies, and many others.

For brands to utilize an ID graph, it’s essential to work with a provider who will cleanse customer data, not just rush things through and match to the graph. A brand’s data is compared to the ID graph as an external truth set, to validate, de-dupe, and repair data, resulting in a true single customer view. Then, the ID graph serves as a Rosetta Stone to match to digital IDs, enabling reach and visibility across all channels, even when individuals are browsing anonymously online.

When direct, 1:1 data matches are made against a quality source, brands can be sure of peak accuracy, meaning their marketing messages will be delivered more accurately too.

The rate at which customer data is matched – the “match rate” – depends heavily on a steady flow of multi-source data. An ID graph provides a constant stream of such data in order to dynamically validate a brand’s prospect or customers as they interact in offline as well as online channels. The match rate is vital to the success of personalization efforts.

Data accuracy doesn’t happen by itself. The best identity solution providers deploy a variety of “data hygiene” steps such as email validation, de-duplication, National Change of Address (NCOA), etc.

Customer Use Cases

– Audience Insights and Segmentation
– Highly Individualized Emails
– Location-Based Marketing
– Measurement & Attribution
– Offline-To-Online Marketing
– Location-Based Marketing
– Retargeting
– Website Personalization
– Product Development

Identity Resolution

Trends Retailers Need to Know for 2019

Eager to know what 2019 holds for the world of e-commerce? TotalRetail.com posted an article on the five key e-commerce trends that promise to fuel retailers worldwide in the coming year. One trend in particular is exactly what Throtle has been saying, that customers demand a personalized experience.

TotalRetail Article States:
Customers Demand 1:1 Personalization. Consider these findings: 91 percent of consumers are more likely to shop with a brand that recognizes them and provides tailored recommendations based on their previous history, and 40 percent have left a site that overwhelmed them with irrelevant options. Many businesses are risking turning consumers off while they perform A/B tests and manually adapt their site in an attempt to appeal to their target demographic.

So how do brands and marketers create a personalized experience for each and every customer? The answer is identity resolution.

Identity resolution is foundational for uncovering customer insights. It requires collecting and connecting (matching) data to individual customers, and then activating that data to engage them at the right time with the right message.

Think of identity resolution as an elaborate jigsaw puzzle where each interconnecting puzzle piece contains an element of information that helps brands and marketers accurately identify the customer behind any screen or device. The explosion of devices and touchpoints, combined with siloed or inaccessible data, has left most organizations with only a fragmented view of their customers, an unfinished puzzle.

Pertinent data on these puzzle pieces includes everything from names, email addresses, physical addresses, phone numbers and cookies, to social handles, mobile device IDs, demographics and lifestyle traits, regardless of whether or not the user has logged in to reveal their identity, even in an otherwise anonymous setting.

Organizations that have successfully adopted identity resolution are able to more easily collect customer profile information across a wide range of sources and manage it in a single location. Having this information provides insights that can be used to more effectively engage customers at the right time, in the right place and with a relevant message. It also provides more accurate and holistic tracking capabilities that contribute to better measurement and analytics.

Learn how to make the most out of your marketing with Throtle Identity Resolution. Request more information today.

Identity Graph, Identity Resolution

10 Benefits Of Building Accurate Customer Identity Graphs

It’s crunch time for accurate customer identity. Today, brands are capturing more customer data than ever before across a multiple channels, devices and touch points. But many companies struggle with using that data to create useful customer identity profiles – “identity graphs” – that can greatly improve marketing campaigns, customer experiences and more.

1. Better Customer Experience
Customers increasingly expect brands to engage them in highly relevant, individualized ways, with accurately targeted content. Companies that are successful at customer identity resolution can confidently create content and deploy 1:1 customer engagement strategies and tactics that take customer experiences to another level.

Equally as important, brands can avoid misidentifying or engaging customers in ways they perceive to be intrusive or even creepy. Having accurate identity information also helps Marketing support the company’s commitments to good data stewardship, which reinforces brand trust and reputation.

2. New Revenue Opportunities
Insights gained through identity resolution can greatly increase cross-sell and upsell opportunities and reveal new ways to re-engage former customers.

3. Superior Results with Less Budget
Timely and accurate identity resolution allows brands to market more efficiently and spend less to achieve the same, or even better, results. Accurate ID graphs reduce waste, overlap and duplication.

4. A Single Unified Internal View of Your Customers
Companies that aren’t using quality ID graphs to regularly synchronize and validate their data often end up with disparate views of customers across various business units. They can never be sure who is on the other end of a browser or mobile app.

What’s more, many brands have compiled their internal data by relying only on de-duping across their own data points such as same-name spellings, emails, addresses etc. But that’s insufficient. For instance, the brand may not recognize the same person interacting with two different emails or shipping to work and home addresses. True accuracy requires external validation against a known, proven ID graph recognize bad data, fix it, and fit together fragments and missing pieces of the identity puzzle.

Accurate identity resolution allows companies to create a true, single view of their customers that can be consistently leveraged across a portfolio of brands, business units and product lines. Accurate identity resolution enables brands to continuously enrich, update and share identity data across the entire organization to facilitate greater control and personalization.

5. More Accurate Measurement & Better ROI
Robust data sets and high customer match rates across screens and platforms helps to create a more complete picture of customers. This, in turn, makes marketing measurement and analytics easier and more accurate. Marketers will be able to holistically measure results and fuel their analytics engine.

Without identity resolution, multi-touch attribution results can be misleading because the same person has been counted several times. Marketers need to resolve identity across devices in order to count unique touch points and attribute ad spend to results correctly.

As the number of consumer touch points grows, so does the quantity of data collected, causing analytic teams to struggle at providing an accurate view of marketing ROI. With a well-constructed approach to identity, marketers can create a single, holistic view that more accurately measures customer interactions across all channels including digital, mobile, website, phone, and store visits.

6. Livelier Marketing Creative & Campaigns
Knowing more about customers also allows marketers to create campaigns that are more interesting, relevant, engaging and generally pack more punch. One can avoid campaigns that are dull, generic, and miss the mark.

7. Greater Speed & Flexibility
Marketers must be highly flexible and adaptive to hit constantly moving and changing targets. Having the ability to quickly and accurately identify customers across screens and channels gives marketers greater flexibility and allows them to react more quickly to changing conditions. For example, brands can quickly adjust messaging when they have confidence knowing who a customer is, where they are and what they are doing.

8. Fill Customer Intelligence Gaps
The more data sources there are, the greater the chance gaps will appear if those data sources aren’t properly linked. Marketers can solve that by continuously corroborating, verifying, and appending missing information across customer records, to produce a 360-degree customer view.

9. Identify Customers Online in Real-time
The ability to identify a quality lead or an existing customer in real-time on your website is crucial. With an identity framework in action, brands can identify a prospect the moment a website visit occurs, thus improving the customer experience. Brands will, for example, be able to accurately identify an existing loyalist even if that customer hasn’t been authenticated through a login and act accordingly.

10. Improved Marketing Credibility
Marketing organizations that are able to accurately identify customers and engage them in personalized ways earn greater stature and credibility internally (not to mention budget clout). Painting an accurate picture of customers allows brands to create and communicate compelling success stories, earning more brand equity.

Identity Resolution

The New Rules Of Cross-Device Identity

AdExchanger.com Article: The New Rules Of Cross-Device Identity

As consumers bounce relentlessly across an increasingly wide array of devices and applications, the data trail they leave behind becomes more and more fragmented. And that’s a problem for marketers who are often left wondering: Who’s the person behind the screen – exactly – that we’re talking to?

To solve the cross-device, data-fragmentation dilemma, savvy marketers are turning to identity graphs (ID graphs). An ID graph is essentially a dynamically maintained database containing all of the information a marketer needs to accurately pinpoint the person behind a screen at any given time.

Identity graphs deliver true omni-channel identity resolution, which means marketers can confidently send highly targeted and personalized messages to customers or prospects at any stage in the purchase journey.

But identity graphs come in different flavors, and some work better than others. For example,
many companies build ID graphs by using “probabilistic” algorithms to achieve scale. It’s kind of like sophisticated guessing, but it’s still guessing. At best, ID graphs built this way lead to incomplete, semi-accurate glimpses of customers. At worst, they misidentify individuals altogether.

ID graphs that uncover distinct “deterministic” connections to individuals are far more accurate and useful. For that reason (among others), it’s important that marketers pick the right identity resolution partner.

Below are three rules that can help marketers achieve more accurate cross-device identity to unlock customer insights and inform smarter, more productive marketing efforts:

Don’t start with the DMP.
Data management platforms are experiencing a kind of “correction” in 2018, as marketers come to grips with the inherent limitations of DMPs, such as poor data accuracy and match rates. In response, some of the most forward-thinking brands are taking a step back to implement in-depth data hygiene processes to improve data quality and match identities more accurately.

“Marketers looking to improve engagement often focus high on the tech stack first — on their data management and other platform partners without considering the fuel that makes those platforms work,” says Kathy Bachmann, EVP of product management at Throtle. “But that’s a mistake. Identity is the fuel, and without it, the engine won’t run.”

Instead, marketers should seek partners with a direct view to verified identity, including customer data platforms, data onboarding providers and others. Accurate customer data is the foundation on which the rest of a successful marketing stack is built. Without it, you can’t target the right individuals or deliver relevant customer experiences.

Don’t underestimate the need for high accuracy rates.
Looking at onboarding match rates isn’t enough; it’s important to evaluate how accurately a provider can connect your prospect or customer files with a validated graph. For example, Throtle uses an industry-leading onboarding approach that delivers peak accuracy and identity validation to its clients. The company has developed a comprehensive, validated truth set through a selective, deterministic approach to data validation. Instead of settling for a single match – such as an email address – to verify an identity, Throtle connects data points across multiple external sources to better ensure accuracy.

Matching individuals to multiple touchpoints, such as device IDs, app IDs, phone numbers, street addresses and more eliminates validation errors that can arise from using only a single source. This approach reduces duplicate profiles and results in more comprehensive and accurate cross-channel identity recognition.

“Throtle goes far beyond simply connecting data points,” says Paul Chachko, CEO. “We focus on validation – ensuring that each ID is matched to the correct individual. You don’t hear that in the marketplace much. Many consumer graphs casually compile data without truly understanding if the data belongs to a particular individual or not.”

Using a truth set validated by multiple sources allows brands to uncover subtle discrepancies and compile deeper, more accurate customer insights.

Don’t be afraid to ask questions.
Achieving accurate customer identity resolution can seem daunting. Marketers face internal pressures from chief privacy officers and CIOs, and external partners who often use obscure jargon. When in doubt, ask questions until you fully understand the data privacy and security issues. Take time to understand the value propositions and underlying technologies of prospective providers – including data onboarders.

Understanding the differences between onboarding technologies that are built around cookies, deterministic data, probabilistic data – or any combination of those methods – is an important first step toward choosing the right partner and uncovering profitable market insights.

“There are many onboarding vendors out there who collect and compile a lot of data,” says Chachko. “But that data is less useful and won’t deliver the results a marketer seeks if a brand can’t accurately identify customers across multiple devices and touchpoints.

“Using a deterministic, 1-to-1 methodology is the only way to be sure you understand each customer at the individual level.”

Recent studies confirm that investing in accurate identity resolution improves long-term results In a Wakefield Research study, for example, 75 percent of respondents indicated identity resolution helps improve targeting and real-time campaign optimization. In the same study, 72 percent of respondents believe it will help optimize customer insights and improve the customer experience.

With digital technologies and consumer behaviors evolving side-by-side at an exponential rate, cross-channel engagement won’t be the last major headache digital marketers face. But by gaining the ability to track customers across every device and application, marketers can develop a deeper knowledge of their customers, understand how they shop and learn how they interact with brands. This knowledge will allow them to deliver relevant, personalized marketing experiences in exactly the right time and place.Achieving accurate customer identity resolution can seem daunting. Marketers face internal pressures from chief privacy officers and CIOs, and external partners who often use obscure jargon. When in doubt, ask questions until you fully understand the data privacy and security issues. Take time to understand the value propositions and underlying technologies of prospective providers – including data onboarders.

Original article can we found here: https://adexchanger.com/data-exchanges/the-new-rules-of-cross-device-identity/

Identity Resolution

Fixing A Missing Ingredient With In-House Programmatic

The trend continues for big brand advertisers to bring programmatic media buying in-house. While there’s much talk about why brands are going in-house, there is seemingly less discussion about the ingredients for successfully building the tech stack needed to operationalize. Since customer data is the fuel for effective programmatic buying, why is data missing from the conversation?

THE IN-HOUSING TREND
The topic of “in-housing” has certainly grabbed the attention of the advertising and MarTech industry. Per the ANA study last year, 35% of marketers (most with >$100MM in annual media budgets) have already expanded their in-house programmatic media buying capabilities – that’s double from the study just one year prior! Major brands such as P&G, Sprint, Unilever, Allstate, Netflix, Kayak, Anheuser-Busch InBev, Electronic Arts and more have been blazing the trail with in-house capabilities.

The trend is driven by interest in greater transparency, control and efficiency. From a study highlighted in AdWeek, 65% are driven by interest in greater control – and harnessing data is one aspect of control that can pay off. In-house technology moves brands closer to their data. It’s commonly said that data is a brand’s most valuable asset. However, strategic advantage really comes from the ability to leverage data with precise accuracy to create relevant, timely experiences and connections with customers.

CUSTOMER IDENTITY DATA IS AN OVERLOOKED INGREDIENT
To bring programmatic capabilities in-house, you need budget, expert talent, team bandwidth, and a solid tech stack. Of course, brands need to carefully select DSPs/DMPs. A key ingredient is often forgotten though – the customer data that forms the foundation for marketing campaigns.

Identity resolution is the base layer in a marketing technology stack – a way to resolve to a single individual across all brand touchpoints and bring into view everything known about a customer. As part of the programmatic tech stack, brand marketers need to select a partner for accurate identity resolution and data onboarding to effectively target individuals with relevant ads across devices and browsers.

It’s important to select an identity and onboarding partner who has precise accuracy, vast reach to individuals across devices, and flexibility to innovate with you. Whether you choose to access identity resolution as a managed service or install an identity graph behind your firewall, every brand needs timely, secure and privacy-compliant access to customer intelligence to fuel programmatic campaigns.

While there are sure to be many lessons ahead for the industry as more programmatic advertising efforts are brought in-house, building a foundation with a validated, deterministic identity resolution partner is a key first step. Keep the focus on the data and watch your programmatic efforts flourish.

Identity Resolution

Throtle’s Commitment To Deterministic Matching – The Why And How

There are typically two schools of thought when it comes to matching consumer identities — deterministic and probabilistic. Throtle believes in purely deterministic matching and at the individual level (of course, you can have household roll-up’s too). We are not in the business of compromising quality for scale, and we have been able to achieve top-notch quality matching that outperforms even higher scale match networks.

Let’s look closer into what these two terms really mean?

  • Deterministic matching means it is a factual, exact match of one piece of identity data to another. That same identity is found across multiple independent sources to be certain of a direct match. This is a precise, scientific approach – with facts and validation.
  • Probabilistic matching uses fuzzy linkages that are inferred or proxied based on assumptions and best guesses. In this case, algorithms are used with sample data, which can lead to false-positives. Some data companies use a blend of deterministic and probabilistic matching to get greater scale – a higher volume of matched identities in their database and the data is not validated.

Why Throtle Chooses Science Over Art
When it comes to marketing data practices, there’s usually some combination of art and science at play. There are times when a blend of art and science make sense and there are situations where pure science is better. But when it comes to consumer identities, there’s no reason to use art; the science alone provides the very best answer. The facts say it all while the imagination should be left to the art director.

How Throtle Does Deterministic and Individual Matching at Scale

  • We use dozens of independent data sources to corroborate each identity linkage as truth. We see each email plus name connection three times or more before incorporating it into the Throtle Truth Set (ID Graph).
  • We scour the universe of potential providers and curate the highest quality data sources. We have evaluated over one hundred potential data sources.
  • We are continuously optimizing and fortifying the Throtle Identity Graph. Every month, the graph is refined and refreshed with additional data as well as combed for data hygiene and quality. It’s a living repository of the most comprehensive consumer identities in the U.S.
  • We constantly validate our graph with external sources to improve and maintain accuracy and consistency.
Identity Resolution

Identity Resolution For Brands: Data Vs. Identity Resolution

Data is everywhere. Every channel, device, click, and digital exchange produces data. In the last two years alone, the world produced 90 percent of all the data in existence today. Do the math, and that breaks down to approximately 2.5 quintillion bytes of data a day — a number so big, the average person probably can’t even numerically write it out!

Now imagine trying to deconstruct those data points down into snippets of consumer data. With 7.6 billion people in the world, you can see where brand marketers have their jobs cut out for them. That is why it is more important than ever for brands to dial-in data beyond simple core demographics and distill it down to an individual with a profile, also known as an identity resolution.

Identity resolution takes data to the next level by putting organization around today’s complex data environment and forming each piece into a single consumer ID. From CRM data, cookie data, third party data, etc., identity resolution is just that — a resolution to the cluttered mess of data that brand marketers have to manage. It’s simply a better way to manage your data.

Still not convinced? Let’s break it down.

Here is what your marketing campaigns look like relying only on data many marketers have today:

  • You don’t know anything specific or tangible about your customers. Each customer is just a number. A transaction. Beyond that, you don’t know much about them. What are all the devices they use? What was their last purchase? What are their shopping preferences? Even hobbies?
  • You’re making educated guesses and relying on cookies alone. News flash — cookies don’t equal an individual. They are single data points that need building upon. A cookie will tell you basic demographics, but everything else about that data point is based on probability and assumptions. As a brand you need to focus on a truth set and an actual individual identity, rather than just a snippet of data you are assuming is a specific individual.
  • Your campaigns are not engaging the right audiences. One of two things are happening here. When you aren’t drilling down into a specific consumer identity, your campaign strategy is likely too broadly targeted. This results in canned, one-size fits all experiences for your audiences and bored and unengaged consumers. The other possibility…
  • You miss the mark on engagement when a person switches across devices. You may recognize a customer on one device and provide them with an engaging experience in that moment but miss the mark when that person switches devices. Imagine that your customer has been shopping on a laptop and makes a purchase based on a targeted advertisement. Congrats, marketer! Your customer found your campaign engaging and made a purchase. Yet, following this purchase you continue to serve that customer advertisements on their mobile device for that same product. You automatically lose engagement and your customer’s annoyance at improper targeting leads them to avoid your site all together.

Here is what your marketing campaigns looks like with cross-device identity resolution:

  • Your messages are targeted and relevant across devices. Identity resolution is the best way to connect devices between the same individual. It is also the best way to ensure that each device belongs to the same person and not another member of a household. You are reaching a precise individual.
  • Your targeting is more fluid. Identities change over time which amplifies the need to have the right context. Preferences change. Contexts change. In such a quickly changing landscape, implementing identity resolution is as best to real-time as marketing gets these days. It allows you to link identities across touchpoints and channels so that you can monitor a customer’s journey over time.
  • You provide a consistent and engaging customer experience. Remember that customer that you incorrectly targeted on their mobile device after they already made a purchase? Thanks to identity resolution, you now know who this person its, that they already made a purchase on their laptop and that they are no longer interacting with your mobile campaigns. You can take this information and now build it into the customer ID, preventing this situation in the future and opening the door for more engaging and relevant experiences down the line.
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