Discover the transformative potential of identity resolution and data activation processes. Unlock the key to driving engagement and craft highly personalized and impactful marketing strategies.

Demand for hyper-personalization and omnichannel experiences, along with their associated marketing and measurement components, has witnessed a substantial increase in recent years. Given the escalating consumer expectations for seamless user experiences and their increased privacy awareness, driven by significant data breaches, marketers are offered a valuable opportunity to pause momentarily and strategically reevaluate their approach to personalization.

With the constantly changing digital landscape, marketers face the challenge of understanding and engaging with their target audience across multiple channels and devices. In addition, businesses need a comprehensive understanding of their customers' identities and preferences. This is where innovative data management and marketing automation platforms, along with identity resolution and data activation solutions come into action.

Crucial Identity Resolution and Data Activation Processes

Identity resolution and data activation help businesses in resolving customer identities across various touchpoints and channels, enabling them to gain a comprehensive understanding of their customer's behaviors, preferences, and needs. These solutions also assist them in capitalizing on their valuable customer data to drive informed decision-making, optimize marketing strategies, and deliver tailored experiences, leading to increased customer engagement and conversion rates.

However, achieving accurate identity resolution and successful data activation is no simple task. It requires meticulous planning, advanced technological capabilities, and a deep understanding of data management principles. Businesses face numerous challenges in these identity management processes, such as dealing with disparate data sources, ensuring data quality and integrity, navigating privacy regulations, and managing data security risks. The followings are the fundamental identity resolution and data activation processes for businesses and marketers:

Identity Resolution

Identity resolution is combining and consolidating data from various sources to identify and attribute activities and behaviors to individual customers accurately. It aims to resolve the challenge of fragmented data across disparate systems, devices, and touchpoints. Marketers can gain deeper insights into their customers and their buying behavior by unifying customer data into a single and holistic view, enabling personalized and more targeted marketing efforts.

1. Data Collection: The foundation of identity resolution lies in collecting data from various sources, including online and offline channels. These sources may include website interactions, social media profiles, transactional data, customer surveys, and more. Each piece of information contributes to building a comprehensive customer profile. The process enables marketers to connect and consolidate customer identities across multiple touchpoints, thereby unlocking valuable insights, driving personalized experiences, and enhancing overall marketing effectiveness.
2. Data Cleansing and Validation: Once the data is collected, it is essential to clean and validate it to ensure accuracy and quality, as there is a significant increase in the volume and complexity of data. The data cleansing and validation process involves identifying and rectifying inconsistencies, inaccuracies, and redundancies in customer information. Data cleansing involves removing duplicates, standardizing formats, and correcting inconsistencies. Validation ensures that the collected data is reliable and up-to-date. The process enables businesses to derive meaningful insights, enhance customer segmentation, and deliver targeted and personalized marketing experiences.
3. Identity Linkage: Identity linkage involves connecting disparate data points to create a cohesive customer identity. This process leverages basic data management processes, such as deterministic ID matching and probabilistic ID matching, to establish relationships between data sets and attributes. This assists businesses and marketers in establishing connections and linkages between disparate data elements, including email addresses, phone numbers, and social media handles, to form a cohesive customer identity graph. The process enables them to derive actionable insights and cultivate long-term customer relationships.
4. Identity Graph Creation: The creation of an identity graph is a pivotal step in the identity resolution process, enabling businesses to establish accurate and comprehensive linkages between customer identities across various channels and devices. An identity graph serves as a powerful framework that connects and resolves fragmented data points, allowing businesses to gain a holistic view of individual customers. By using a scalable identity graph, businesses can achieve accurate customer recognition, deliver personalized experiences, optimize marketing campaigns, and improve overall customers.