As device ownership proliferates (the average American owns seven different devices as of 2020), so too does your opportunity to reach and engage customers. Unfortunately, more devices means more complexity along the customer journey. Today’s shoppers see an ad on their mobile device, research products on their desktop, visit a physical store to see the product in person, and finally order it from their tablet. With so many devices, touchpoints, and channels, how can marketers ensure they’re talking to the right people at the right time? The key to success lies in exceptional identity resolution technology.
What is identity resolution technology?
Identity resolution (IDR) is the act of associating digital IDs across different devices and tying them back to one unique identity. Done properly, IDR makes it easy to deliver the right message to the right person at the right time.
How does IDR work?
Let’s start at the beginning.
1. Onboard your data
Data onboarding is the process of getting all of your data tied to directly identifiable offline information associated with a single digital ID, and the key is being able to do this swiftly, easily, and accurately.
2. Clean your data
Once you have all of your data uploaded, it’s vital to clean it. Data hygiene is the process of cleaning the attributes tied to these digital IDs; as the saying goes, garbage in, garbage out.
3. Match digital IDs with attributes to other digital IDs
After you’ve eliminated duplicate records and rid yourself of outdated information, it’s time to match the digital ID with this enriched set of attributes to the other digital IDs associated with that consumer, a core component of Identity Resolution. The technology creates a graph of different IDs, both directly identifiable IDs (physical address, email, telephone number, etc.) and non-directly identifiable IDs (mobile advertising IDs, cookie IDs, etc.).
4. Personalize consumer experiences
The activity associated with each ID can now be used to better personalize messaging and measure the effectiveness of your marketing.
5. Lookalike modeling
Targeting only the identifiable consumers that can be matched to digital IDs is a smaller pool. But using this high fidelity information for better insights to target everyone that are “lookalikes” widens opportunity for marketers to amplify their acquisition campaigns and better engage the right user. (All in accordance with privacy-by-design by the way.)
What are the benefits of identity resolution technology?
- Eliminates marketing waste
By tying all activity back to one individual instead of 5 different IDs, we are improving the messaging frequency when engaging the same person hence eliminating wasted ad spend.
- Enables accurate, consistent messaging
Tying all activity back to one individual allows marketers to get a 360-degree view of their customer—knowing their full purchase history, intent, and interests. Remember—knowledge is power. Marketers empowered with the right information create better messaging messaging across channels. More importantly, they can deliver that message at the right time and on the right device.
- Amplifies the opportunity to reach a wider audience through lookalikes
It enables marketers to receive better insights to target a wider audience and better engage the right user.
- Creates better attribution and reporting.
It enables you to create detailed customer profiles that deliver deeper insights and reporting for future campaigns.
Are you curious to learn more about IDR or how it can elevate your approach to marketing (especially omnichannel personalization)? Reach out to Zeta ASAP!