Identity resolution is the process of connecting different data sets and identifying non-obvious relationships to link a customer’s online behavior to their unique identity. It is the science of connecting the growing volume of consumer identifiers to one individual as he or she interacts across channels and devices. The goal of identity resolution is to create a single unified customer profile by attributing customer behavior and interactions with a business across all touchpoints, platforms, or channels to a single customer profile. Identity resolution allows any team across an organization to access this profile and use it to better serve each individual customer. There are two types of identity resolution: deterministic and probabilistic. Deterministic identity resolution matches identifiers across devices and touchpoints to create a single customer profile, while probabilistic identity resolution uses statistical models to make educated guesses about which identifiers belong to the same person. Identity resolution is essential to people-based marketing, which focuses on the ability to provide customers with a cohesive experience by tracking a single user across various devices and channels. The benefits of identity resolution include improved marketing ROI, reduced data overlap and duplication, more efficient spending on campaigns that work, and personalized campaigns for customers.
See Also:
https://martech.org/what-is-identity-resolution-and-how-are-platforms-adapting-to-privacy-changes/
https://www.mparticle.com/blog/what-is-identity-resolution/
https://www.techtarget.com/searchcustomerexperience/definition/identity-resolution
https://segment.com/blog/identity-resolution/
