Leveraging Identity Resolution For Targeted Advertising

What is Identity Resolution?

Identity resolution is a process that allows marketers to identify individuals regardless of devices or channel they use (cross-device and platform agnostic) while protecting customers’ data privacy.

Why is it important?

Identity Resolution helps businesses increase revenue by marketing to the right prospects at the right time and with relevant messaging. Additionally, being platform and device agnostic, identity resolution allows businesses to treat each prospect uniquely as an individual whether they are online or offline across all the digital devices and platforms they use(cellphone, laptop, desktop, facebook, google, amazon, emails,…).

Identity Resolution leverages the enormous amount of behavioral data that each person could potentially generate on a daily basis across variety of channels and devices. For instance, a company can conclude that Sara, a potential customer/prospect, has interest in productA/serviceA. As a result, the company would then reach out to her to provide the services or product she is interested in.

Raw data that is not analyzed tends to be of no value. What matters is how to derive insight from data and make sense of it so that one can attach it to a prospect who actively interacts with your business, by keeping them engaged and pushing them to the bottom of marketing funnel (trigger/convert/activate them).

Here’s a general approach on how identity resolution platforms resolve anonymous users’ identity in order to produce insight:

Identity graph associated with each individual would contain multiple email addresses, types of devices and platforms (facebook, Google, twitter) he/she uses, addresses, age, occupation, home value, ethnicity, income level, marital status, credit cards and so forth. This type of information is anonymized by Identity Resolution platforms to stay compliant with data privacy and regulations such as GDPR. Mainly so not only data will be held permanently, but transformed to attributes and behaviors that can be tracked to provide better services to prospects and customers.

Every step the user takes from the moment he or she enters to a market, does research and evaluates options up to the moment he/she places an order is traced. Therefore, identity graphs deterministically identify millions of individuals as persons and suggest to them what they are looking for while they are considering options. Looking at the bright side, this can be a win-win situation. Users would save time finding what they want in a timelier manner and businesses invest just enough on converting prospects as well as improving ROMI.

In this article, it becomes obvious that there is a world of difference between data and insight as well as doing mass marketing with non-deterministic conversion rate (throwing away your money!) or knowing who exactly to target? When? For how long? And how much to spend on him/her? This is nothing but sheer definition of targeted advertising.

Overall, Identity resolution takes raw data and turns it into insight by converting it to a controllable permanent anonymized identity asset to fulfill better targeted advertising. This would then allow you to convert your prospects to drive revenue/profit. Being able to identify who your prospects are and make them feel special by treating them the way they want to be treated can lead to potentially engaging them with the business.

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