Top 5 Identity Resolution and Data Activation Use Cases for Businesses
Kutubkhan Bohari
May 11, 2023

Identifying potential customers' needs and providing a personalized experience tailored for each customer is one of the most effective ways to improve customer experience, achieve customer success and stay ahead of the competition. This is, however, simpler said than done.

Customers are increasingly making use of various devices, such as smartphones, laptops, tablets, and displays, for product research, exploration, purchasing, and others, resulting in substantial growth in intent data across the globe. 

With this, marketers have realized that their customers interact with the business via multiple devices and channels, leaving behind unique identifiers. As they are navigating numerous devices, touchpoints, and displays, it is becoming difficult for companies to gain insights from fragmented data in order to engage with consumers in real-time. Brands need a unified, trustworthy, and real-time single source of truth to reveal actionable insights for in-the-moment engagement to provide a memorable consumer journey experience. The most effective method for accomplishing this is through Identity resolution and data activation.

Key 5 Identity Resolution and Data Activation Use Cases for Businesses

Identity resolution and data activation have emerged as powerful techniques enabling businesses to gain a comprehensive understanding of their target audience, deliver personalized experiences, and optimize marketing efforts. These technologies also help marketers to connect the data about customers' behavior across online and offline channels. They can incorporate this data in their advertisements, marketing campaigns, and analytics to align the product with customers' needs, increase conversions, and gain loyalty.

As the inadequacy of cookies for tracking customers increases alongside the complexity of the device, medium, and channel landscape, customer-centric marketers are focusing on improving marketing efficiency, and delivering a seamless customer experience (CX). They are increasingly aiming at prioritizing data activation and identity resolution platforms to better engage and retain customers. Here are some of the most prominent identity resolution and data activation use cases currently employed by top-tier organizations.

Personalized Marketing Campaigns:

Personalization allows companies to break through the clutter by delivering tailored messages that resonate with individual customers. Personalized marketing campaigns not only enhance customer experience but also drive higher engagement, conversion rates, and customer loyalty. As a result, it is becoming a necessity rather than a luxury in current competitive business landscape. 

Identity resolution and data activation are pivotal for businesses seeking to deliver targeted messages and enhance customer engagement. It assists firms in consolidating customer data from multiple sources, gaining a holistic understanding of their audience, and activating that knowledge to create highly personalized marketing campaigns. These technologies empower marketers in customer segmentation and targeting, personalizing recommendations, and dynamic content generation, that enables businesses to forge deeper connections with customers and drive successful campaigns.

Customer Journey Mapping:

Understanding the customer journey has become a strategic imperative for companies aiming to provide exceptional experiences. Customer journey mapping offers valuable insights into the end-to-end customer experience, which assists businesses in identifying pain points, optimizing touchpoints, and enhancing customer satisfaction.

Businesses are increasingly harnessing the power of identity resolution CDP and data activation to consolidate customer data from multiple sources, establish a unified view of the customer, and uncover valuable insights throughout the customer journey. Identity resolution platforms are enabling businesses to effectively connect disparate data points, identify key touchpoints, personalize customer interactions, and track customer behavior and iterating strategies, thereby enhancing the overall customer experience.

Omnichannel Customer Experience:

Customers now expect a holistic and frictionless experience as they interact with a brand across various channels such as websites, mobile apps, social media platforms, physical stores, and customer support. While an effective omnichannel customer experience enables businesses to connect and engage with customers at every stage of their journey, it also assists in delivering a seamless and interconnected experience.

Data activation and identity resolutions tools enable companies to connect customer data from various touchpoints, create unified customer profiles, and activate that data to enhance the omnichannel customer experience. Businesses can create unified customer profiles, ensure consistent cross-channel interactions, deliver personalized experiences at scale, gain real-time customer insights, and drive customer loyalty and retention. By embracing identity resolution and data activation, businesses are thriving in the omnichannel landscape and are building strong customer relationships that lead to long-term success.

Lookalike Audience Targeting:

With the rise of digital channels, the abundance of data, and the complexity of consumer behavior, identifying individuals with similar characteristics, behaviors, and preferences to an existing customer base is becoming essential. This is crucial to enable businesses, reach new prospects with a higher likelihood of conversion. As a result, the need for lookalike audience targeting is significantly growing for companies aiming to expand their customer base and driving effective marketing campaigns.

By leveraging innovative identity resolution tools, customer data platforms, and data matching techniques, businesses are delivering personalized and relevant advertisements, enhancing customer acquisition efforts, expanding market reach, and optimizing campaigns based on data insights. Thereby, leading to successful customer acquisitions and business growth.

Fraud Detection and Risk Mitigation:

Due to the rise of sophisticated fraud schemes and the increasing vulnerability of sensitive data, organizations must proactively safeguard their operations and protect their customers. The prevalence of cybercrime, identity theft, and fraudulent transactions, among others calls for robust measures to protect businesses and customers alike. Implementing comprehensive fraud detection and risk mitigation strategies is crucial, to identify and prevent fraudulent activities, protect sensitive information, and maintain trust with stakeholders.

Identity resolution and data activation provide businesses with the capabilities to perform dynamic risk assessments, monitor ongoing transactions, and detect emerging fraud patterns. Organizations are identifying and responding to potential risks in real time, minimizing their impact, and maintaining the integrity of their operations by leveraging advanced analytics and machine learning algorithms. This holistic understanding allows companies to take immediate action, prevent financial losses, and protect customer assets. 

Identity Resolution and Data Activation Use Cases Gaining Grounds

Identity resolution and data activation have emerged as critical tools for businesses aiming to harness the power of customer data. Enterprises across various industries are harnessing the power of identity resolution and data activation to unlock new growth opportunities, increase customer loyalty, and stay ahead of the competition in the dynamic digital landscape. These technologies are enabling businesses to gain a deep understanding of their target audience, deliver personalized experiences, and optimize marketing efforts. 

As a result, marketers are actively utilizing these five use cases to achieve tangible business outcomes, highlighting the importance of identity resolution and data activation in the competitive business landscape. Furthermore, as organizations continue to invest in data-driven strategies, adopting these identity resolution and data activation use cases will undoubtedly play a pivotal role in their long-term success.