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The Persistent Value of Identity Resolution

  • - LiveRamp
  • 3 min read

For years marketing leaders have invested heavily to try and keep up with the many new and different ways to engage customers. From CRM databases to social listening platforms to DMPs and data lakes, this ended up creating parallel technology and data systems at many large enterprises, meaning much of the information about customers now ends up in various silos. 

This fragmentation makes it increasingly difficult for brands to access and use data effectively. While a perfectly natural, albeit unfortunate, consequence to the availability of all this technology, today’s data needs to move very quickly, but the complexity has only gotten worse. 49% of marketers believe their inability to unify data is their primary obstacle to measurement, according to eMarketer.  

So how can marketers be more data-driven while getting the most out of their investments in marketing technology and media? How can they better leverage the data they already have or may have in the future? With identity resolution, the marketer gains “persistence” across the multiple ID spaces where the data resides. 

So what do we mean by persistence? Our webinar, Identity Resolution: The Key to Effective Consumer-Centric Marketing, describes how LiveRamp creates a unique, person-based identifier, IdentityLink (IDL), that ties together the disparate identifiers that marketers deal with across every system. LiveRamp collects customer data from a wide range of sources, consolidates it into a single, reconciled pseudonymous person-based identifier. Then we link online identifiers such as cookies, MAIDs, subscriber IDs, emails, and more to that person in a privacy-conscious manner. 

This persistence goes further than just relevance at the enterprise level, however. Unlike a CDP, identity resolution not only ties each system’s ID to a real person, but can connect marketers to a vast match network and partnership ecosystem, which allows that ID to extend or be “pushed out” across the open web. With the scalability and portability to activate data online and offline, marketers can correctly analyze attribution and know what triggered a purchase or how many touches it took before a consumer converted. A marketer can orchestrate a consistent user experience everywhere, cap frequency of ads, then measure and attribute campaigns more effectively.

This persistence delivers a far more seamless process with less waste, especially when marketers learn how to reapply the learnings back in the online, pseudonymous space. Identity resolution delivers quantifiable value in four key ways:

  • Eliminates wasted media spend by suppressing previously converted customers and  eliminating mistaken identities and duplicative reach 
  • Focuses spend on the right customers by directing more of your ad spend to your best customers and prospects
  • Allows for better measurement and optimization by understanding what works across all marketing channels for the same consumers, and then optimizing towards what works 
  • Reduces vendor and storage costs by consolidating inflated audience numbers from data warehouses, third-party data sources, and marketing platforms

It can also add value through the layer of data privacy that these IDLs offer. By connecting these disparate data attributes to an IDL and activating them across platforms, publishers, and partners instead, directly identifiable personal data never needs to be shared.  Hear more from our experts, LiveRamp’s Travis Barnes and Andrew Kasprzycki, by watching our webinar on demand.