What Is Identity Resolution?

Increasing your understanding of identity resolution can help protect and secure your customers’ data. The process involves tracking customers’ identities online and real-world interactions with your business. It also allows you to identify customers who have inquired about your services and provide you with a detailed customer view of your business.

Understanding the compliance framework

Choosing a suitable identity resolution for your business can take time and effort. Understanding the compliance framework that will protect your data and brand from privacy regulations. Consumer privacy laws have expanded the industry’s focus on data transparency and consumer consent.  Consumers rank privacy higher than convenience. Therefore, businesses must maintain a secure environment when storing credit card information. In addition, they must comply with consumer data privacy laws, such as the General Data Protection Regulation (GDPR), designed to protect citizens’ data.

Creating a 360-degree view of the customer

Creating a 360-degree view of the customer through identity resolution can help you deliver a more personalized customer experience. It can also help your company increase the return on investment for your marketing campaigns. The goal is to build an accurate profile of every customer.  You first must decide what kind of identity resolution strategy you want to implement. There are two types of approaches, deterministic and probabilistic. Using a probabilistic approach, you can use machine learning algorithms to make judgments about two records. However, this approach needs to account for changes in customer data over time. The second type of identity resolution uses more advanced algorithms to make judgments at scale. The process involves gathering data from a variety of sources. This can include social media activity, in-store transactions, and internal brand loyalty status. To create a 360-degree view of the customer, you need to combine the data from various touch points into a single system. You must gather first-party data from multiple sources, such as email list subscription forms, data aggregators, and customer relationship management systems.

Identifying customers

Identifying customers in online inquiries and for omnichannel commerce is essential to the success of your ecommerce business. You can improve your sales, customer retention, and customer satisfaction with the right omnichannel strategy. With the right technology, you can take your omnichannel performance to a new level. There are many moving parts in an omnichannel program, and the right tools can help you determine the root causes of a customer’s journey. Using the right analytics tools can help you discover what your customers are doing in their online shopping journeys. You can then use this information to make better marketing decisions. A well-designed omnichannel strategy should provide a unique experience to each customer. This is best achieved by designing a system that offers the correct information at the right time and moves customers through their shopping journey. This may seem daunting, but you can make it a reality with the right technology. A seamless omnichannel experience includes marketing and customer service across all touchpoints. The omnichannel strategy also uses data from different sources to create content that works well across all channels.

Keeping control over identity graphs

Keeping control over identity graphs is critical to the success of your marketing efforts. You must have a unified view of your customers to deliver more accurate product recommendations and better performance. By unifying customer data, your marketing efforts can focus on providing a more personalized experience. Identity graphs are a concept that enables businesses to unify data from multiple sources and devices. In addition, they provide a long-term verification of customer behavior. This information is based on identifiers such as email addresses, locations, mobile IDs, and more. Identity resolution uses algorithms and machine learning to link a customer’s identifiers to other data. Depending on the needs of the business, organizations may choose to use a first-party identity graph or supplement their internal data with additional data sources. Identity resolution can help organizations increase revenue and improve customer loyalty. It also enhances customer data quality, reduces customer acquisition costs, and improves targeting and suppression efforts. It helps businesses deliver value at every stage of the customer journey. Businesses with infrequent touchpoints may need to supplement their internal data with additional external sources. This could be through point-of-sale systems, email marketing platforms, social media accounts, and event management platforms.

Attributing customer behavior and interactions

Whether you’re tracking the customer’s online habits or evaluating the impact of marketing campaigns, attribution analysis is vital to the success of your program. Using attribution data helps you determine how to allocate resources to the touchpoints that drive the most value. So, in addition to helping you better understand your customer’s needs and interests, it can help you improve the overall quality of your product or service. There are dozens of different attribution models, but choosing the best one for your business depends on several factors. For example, you may have an existing customer base, a set of objectives, or even a single-source attribution model. Consider using a service like HubSpot for a more comprehensive and cost-effective solution. They offer an automated attribution function that allows you to track web traffic for contacts and create lists based on engagement history.


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