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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 Graph

Not All Consumer Identity Graphs Are Created Equal

5 Reasons Why Brands Should Invest in a Deterministic Consumer Identity Graph

A consumer identity graph is a vital tool for brands to have in their marketing arsenal. It allows brands to deliver relevant, personalized customer experiences by linking customer data from a multitude of channels, devices, and touchpoints to create unique customer profiles. However, not all consumer identity graphs are equal. Many companies tout the ability for their identity graphs to make distinct deterministic connections to individuals with sizable scale, but are utilizing probabilistic algorithms to make those linkages. Unfortunately for marketers, this methodology leaves room for a great deal of error because probabilistic matching uses anonymized data signals (location, browsing history) and analysis, not 1-to-1 matching for the verification of identity.

Some identity resolution providers also claim to combine these methods of probabilistic and deterministic matching for the best possible reach and engagement, but don’t be fooled. Only deterministic, individual-based consumer identity graphs can accurately unify fragmented customer data to create a holistic view of each individual for better customer engagement, both offline and online.

So, the question remains, if a brand cannot confidently, accurately and consistently identify its customers across multiple devices, channels, and touchpoints, then is the consumer identity graph really doing its job?

Here are the top 5 reasons why brands should invest in a deterministic consumer identity graph.

  1. Marketing Accuracy – Deterministic consumer identity graphs are data-centric. They use a wide array of data points, including email addresses, postal addresses, mobile numbers, device ids, etc., to validate individual identities consistently and in real-time. Since a 1-to-1 direct match is made, brands are ensured the highest level of accuracy for marketing and customer engagement.
  2. Data Hygiene and Identity Management – Consumer identity graphs are complex, ever-changing entities. Unlike probabilistic consumer identity graphs, which use anonymized data points to make inferred connections, providers with deterministic consumer identity graphs carefully implement and maintain in-depth data hygiene processes to guarantee the accuracy of their 1-to-1 matches. Investing in a deterministic consumer identity graph means you are investing in the technology and data management necessary for effective marketing.
  3. Higher Match Rates – Many brands and owners of data are under the impression that there is a trade-off between accuracy and reach, habitually opting for probabilistic (or combination) solutions because they believe they offer the highest match rates and scale for targeting. But that just isn’t the case! Since deterministic consumer identity graphs have access to a constant stream of consumer data sources (email addresses, device ids, cookies, etc.), they can actively validate both offline and online identities, allotting for better offline to online matching with no sacrifice on reach.
  4. Enhanced Customer Engagement – When using probabilistic, household level matching, the ability to enhance customer engagement for consumers with personalized and relevant campaigns is lost. Deterministic consumer identity graphs enable marketers to understand each customer at the individual level, offering the demographic and behavioral knowledge necessary to determine the correct strategy for interacting with each person. This means that Mr. and Mrs. Smith can now be viewed as Jane Smith, 42, who drives a BMW and John Smith, 45, who loves his Ford pick-up truck, and each person can receive customized messaging that will better resonate with them as unique individuals.
  5. Better Attribution and ROI – With deterministic consumer identity graphs, brands can resolve identities and personalize messaging to each unique individual, reducing marketing waste with generalized campaigns or campaigns delivered to the incorrect recipients (I.E. Female running shoe campaign displayed to males). Brands are also able to use the individual-based, deterministic matching to help connect the dots between purchases made and brand engagement, offering better attribution metrics.
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