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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 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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